Haleon in Romania: Shaping the Future of Consumer Health
At Haleon, purpose goes beyond products, it’s about empowering people to live healthier lives every day, with humanity at the heart of every decision. In a world where health needs are evolving rapidly, this mission has never been more relevant. Romania is a market full of opportunity, and leading the company efforts is Catalin Dragoș Crangus, a seasoned professional with over 19 years in the consumer health industry. Throughout his career, Catalin has navigated and influenced some of the sector’s most significant transformations. Today, as Country Manager for Haleon Romania, he combines global perspective with local insight to drive meaningful impact. In this conversation, he shares his views on Haleon’s position in Romania, the company’s ambitions and the trends shaping the future of consumer health.
Evaluating Haleon’s Position in the Romanian Market Compared to Other European Markets
In the last years Romania has been one of the fastest-growing consumer health markets in Central and Eastern Europe. Haleon holds a strong position here, anchored by a portfolio of superior brands trusted by millions. From pain relief to oral health and wellness, our brands are household names, recommended by healthcare professionals and backed by science. However, at the beginning of 2026, we are seeing a decline in consumption driven by fiscal measures, which makes our focus on value, innovation, and accessibility more important than ever.
Building on this context, our ambition is clear: to strengthen leadership in key categories while expanding access to everyday health solutions. As part of this commitment, Haleon leads the cold and flu category in Romania, demonstrating our ability to deliver trusted solutions where they matter most. This means investing in innovation, digital engagement, and partnerships that bring our products closer to consumers.
Romania remains a dynamic and rapidly evolving market within our European portfolio. While Haleon has a strong presence in several Western European countries, here in Romania we’re proud of the progress we’re making. Today, we hold a 5.2% share in the OTC segment and an impressive 35% in Oral Health Care. Our brand recognition continues to grow, especially in key categories like oral health and pain relief, which are central to our strategy. Compared to more mature markets, Romania offers significant headroom for growth, driven by rising consumer awareness and increasing demand for self-care solutions. Our local team’s agility and deep understanding of Romanian consumers position us to accelerate our impact and close the gap with our performance in other European markets.
Haleon’s Ambition for Romania within the Regional Strategy
Romania is central to our regional growth strategy. Our ambition is to become the trusted leader in consumer health, not only by expanding our portfolio but by setting new standards in accessibility, education, and innovation. Over the next five years, we aim to launch several new innovations. Furthermore, we are committed to forging strong partnerships with healthcare professionals, retailers, and local communities to ensure that more Romanians have access to the products and information they need to make informed health choices.
Romania is not an isolated market. It is part of a broader regional strategy that focuses on scalability, agility, and local relevance. By leveraging shared resources across Central and Eastern Europe, we can accelerate innovation and respond faster to consumer needs.
Reflecting Haleon’s Global Sustainability Strategy in Romanian Operations
Sustainability is embedded in everything we do at Haleon, from product design to supply chain management. Better everyday health cannot come at the expense of the planet. That is why sustainability is embedded in everything we do. In Romania, this means we are actively translating our global commitments into local action. This includes initiatives such as reducing packaging waste, increasing the use of recyclable and reusable materials, or educating consumers on responsible product use and disposal. These efforts are part of Haleon’s global sustainability framework, which aims to achieve net zero by 2040 and make all packaging recyclable or reusable by 2030.
Our operations are aligned with Haleon’s global targets, and we believe that sustainable growth is the only path forward, and we are proud to contribute to a healthier future for both people and planet in Romania.The Evolution of the Consumer Healthcare Market in Romania by 2030
The next decade will bring profound changes to the consumer healthcare landscape in Romania. We expect greater focus on prevention, as consumers become more proactive about their health, digital integration, with telehealth and personalized solutions becoming mainstream and holistic wellbeing, where mental health, nutrition, and lifestyle are interconnected.
Looking ahead to 2030, we see the Romanian consumer healthcare market undergoing significant transformation. Demographic shifts, digitalization, and a growing emphasis on preventive care will reshape consumer expectations and behaviors. We anticipate increased demand for personalized health solutions, greater integration of digital tools, and a stronger focus on holistic wellbeing. Haleon is well-positioned to lead this evolution, leveraging our global expertise and local insights to deliver innovative products and services that meet the changing needs of Romanian consumers.
