Household Care in Romania
Euromonitor International's Household Care in Romania market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 82 | Publication date: Aug 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Good growth in 2006 continues the review period trend
Household care in Romania continued the review period trend and saw good growth in 2006. The presence of large multinationals led to strong competition and significant product improvements, wider availability and affordable prices for households on all levels of income. Laundry care continued to account for the majority of sales and, despite a lower growth rate in 2006, it remained the champion of new launches and the battlefield of the multinationals.
Performance driven by the improved purchasing power
The significant improvement in purchasing power was the main growth driver for household care. Better purchasing power led to changes in lifestyle, with more concern for quality, effectiveness and added-value, resulting in good growth. Demand for specialised products also increased but this movement was significant only in Bucharest and large cities while small towns and villages continued to rely on traditional laundry methods and multi-purpose cleaning products.
Undisputable domination of multinationals in household care
Procter & Gamble, Unilever and Henkel dominated by far household care in 2006 and over the review period, with strong presence across all household care sectors. They benefited also from strong advertising campaigns which consolidated their leading positions. The rest of the market is divided between multinationals like SC Johnson, Colgate-Palmolive, and Reckitt Benckiser, despite the latter not being present in laundry care, and other importers and domestic producers, with these last addressing the needs of low-income households in particular.
Higher incomes contributed to the strong expansion of large retailers
The improvement of purchasing power and changes of lifestyle undoubtedly led to the rapid expansion of large retailers in 2006, capable of meeting the needs of urban consumers in Bucharest and large cities for one-stop shopping and entertainment. However, traditional and independent food stores continued to be the dominant channels in 2006 and supremacy cannot be discussed yet due to their strong penetration in the majority of the cities and in rural area where large chains are absent. In these areas, independent food stores dictate the law and there is little chance that they will lose overall supremacy during the forecast period, despite the excellent dynamics of supermarkets/hypermarkets in large urban areas.
EU membership is expected to support future growth
The good growth is estimated to continue over the forecast growth, following the on-going improvements in purchasing power and changes in lifestyle and purchasing habits as a result of Romania’s admission to the EU. The status of EU member is expected to lead also to increased consumer demand not only in Bucharest and other important cities but also in smaller towns and rural areas. These will enjoy improved living conditions, with new dwellings and restoration of the old ones and investment in the supply of tap water, which all serve to create room for the emergence and development of more specialised household care products.
Table of contents
HOUSEHOLD CARE IN ROMANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Good growth in 2006 continues the review period trend
Performance driven by the improved purchasing power
Undisputable domination of multinationals in household care
Higher incomes contributed to the strong expansion of large retailers
EU membership is expected to support future growth
KEY TRENDS AND DEVELOPMENTS
Market growth was the result of improving purchasing power
Higher incomes lead to changes in consumption habits
Automatic washing machines sustained overall growth
Significant contribution of large retailers to the market performance
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 8 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - ROMANIA
FARMEC SA - HOUSEHOLD CARE - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Farmec SA: Key Facts
Summary 2 Farmec SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Farmec SA: Competitive Position 2006
INTERSTAR CHIM SA - HOUSEHOLD CARE - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Interstar Chim SA: Key Facts
Summary 5 Interstar Chim SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Interstar Chim SA: Competitive Position 2006
SARANTIS ROMANIA SA - HOUSEHOLD CARE - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Sarantis Romania SA: Key Facts
Summary 8 Sarantis Romania SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Sarantis Romania SA: Competitive Position 2006
UZINELE SODICE GOVORA SA - HOUSEHOLD CARE - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Uzinele Sodice Govora SA: Key Facts
Summary 11 Uzinele Sodice Govora SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Uzinele Sodice Govora SA: Competitive Position 2006
LAUNDRY CARE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 10 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 11 Sales of Laundry Care by Subsector: Value 2001-2006
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 13 Sales of Laundry Detergents by Type: Value 2001-2006
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 15 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 16 Sales of Laundry Aids by Type: Value 2001-2006
Table 17 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 18 Laundry Care Company Shares 2002-2006
Table 19 Laundry Care Brand Shares 2003-2006
Table 20 Laundry Detergents Company Shares 2002-2006
Table 21 Laundry Detergents Brand Shares 2003-2006
Table 22 Laundry Aids Company Shares 2002-2006
Table 23 Laundry Aids Brand Shares 2003-2006
Table 24 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 25 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 27 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 28 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 29 Dishwashing Products Company Shares 2002-2006
Table 30 Dishwashing Products Brand Shares 2003-2006
Table 31 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 32 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Surface Care by Subsector: Value 2001-2006
Table 34 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 35 Surface Care Company Shares 2002-2006
Table 36 Surface Care Brand Shares 2003-2006
Table 37 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 38 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Sales of Chlorine Bleach: Value 2001-2006
Table 40 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 41 Chlorine Bleach by Type: % Value Analysis 2005-2006
Table 42 Chlorine Bleach Company Shares 2002-2006
Table 43 Chlorine Bleach Brand Shares 2003-2006
Table 44 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 48 Toilet Care Products Company Shares 2002-2006
Table 49 Toilet Care Products Brand Shares 2003-2006
Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Polishes by Subsector: Value 2001-2006
Table 53 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 54 Polishes Company Shares 2002-2006
Table 55 Polishes Brand Shares 2003-2006
Table 56 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Air Care by Subsector: Value 2001-2006
Table 59 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 60 Leading Fragrances for Air Care 2006
Table 61 Air Care Company Shares 2002-2006
Table 62 Air Care Brand Shares 2003-2006
Table 63 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 64 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Insecticides by Subsector: Value 2001-2006
Table 66 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 67 Insecticides Company Shares 2002-2006
Table 68 Insecticides Brand Shares 2003-2006
Table 69 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 70 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011