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: 88 | Publication date: Jul 2008
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
Signs of market maturation
The household care products market showed signs of maturation in 2007 as current value growth was half that of the review period CAGR. While still significant, growth rates have slowed because hypermarkets and large retailers have been selling these products over the last few years with great success, but there is no longer as much room for growth as in previous years.
Higher disposable incomes leads to demand for higher quality
The significant improvement in purchasing power has been the main growth driver for household care products. Stronger purchasing power has led to changes in lifestyle, with consumers more concerned about quality, effectiveness and added value. Demand for specialised products has also increased, but this trend 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.
Multinationals continue to dominate
Procter & Gamble, Unilever and Henkel dominated household care in 2007, as they did over the review period, with a strong presence across all household care sectors. They benefited from strong advertising campaigns, which local players cannot duplicate due to lower advertising budgets, consolidating their leading positions.
Large retailers becoming increasingly popular
Improvements in purchasing power and changes in lifestyle undoubtedly led to the rapid expansion of large retailers in 2007, as these are 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 2007. Traditional food stores still dominate in smaller cities and rural areas 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.
Market maturation expected to lead to far lower growth rates
Over the forecast period it is expected that market maturation will lead to far lower growth rates than were seen over the review period. The household care products market grew significantly over the review period as products became accessible to a large portion of the population, making it nearly impossible to maintain this growth in the years to come. Although overall growth rates are expected to decline, higher disposable incomes and increasingly Western lifestyles are expected to lead to greater demand for high-quality products. Moreover, product specialisation and purchasing products in large retailers is expected to become increasingly popular as well.
Table of contents
HOUSEHOLD CARE IN ROMANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Signs of market maturation
Higher disposable incomes leads to demand for higher quality
Multinationals continue to dominate
Market maturation expected to lead to far lower growth rates
KEY TRENDS AND DEVELOPMENTS
Higher disposable incomes increase sales and product specialisation
Higher incomes leads to increasingly westernised consumer habits
Multinational players control the market
Large retailers becoming increasingly prevalent
Advertising drives sales
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 8 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ROMANIA
FARMEC SA - HOUSEHOLD CARE - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Farmec SA: Key Facts
Summary 3 Farmec SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Farmec SA: Competitive Position 2007
INTERSTAR CHIM SA - HOUSEHOLD CARE - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Interstar Chim SA: Key Facts
Summary 6 Interstar Chim SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Interstar Chim SA: Competitive Position 2007
SAFILAR SA - HOUSEHOLD CARE - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Safilar SA: Key Facts
Summary 9 Safilar SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Safilar SA: Competitive Position 2007
SARANTIS ROMANIA SA - HOUSEHOLD CARE - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Sarantis Romania SA: Key Facts
Summary 12 Sarantis Romania SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Sarantis Romania SA: Competitive Position 2007
UZINELE SODICE GOVORA SA - HOUSEHOLD CARE - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Uzinele Sodice Govora SA: Key Facts
Summary 15 Uzinele Sodice Govora SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Uzinele Sodice Govora SA: Competitive Position 2007
LAUNDRY CARE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 10 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 16 Sales of Laundry Aids by Type: Value 2002-2007
Table 17 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 18 Laundry Care Company Shares 2003-2007
Table 19 Laundry Care Brand Shares 2004-2007
Table 20 Laundry Detergents Company Shares 2003-2007
Table 21 Laundry Detergents Brand Shares 2004-2007
Table 22 Laundry Aids Company Shares 2003-2007
Table 23 Laundry Aids Brand Shares 2004-2007
Table 24 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 25 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 27 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 28 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 29 Dishwashing Products Company Shares 2003-2007
Table 30 Dishwashing Products Brand Shares 2004-2007
Table 31 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 32 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Surface Care by Subsector: Value 2002-2007
Table 34 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 35 Sales of Wipes by Type: Value 2002-2007
Table 36 Sales of Wipes by Type: % Value Growth 2002-2007
Table 37 Surface Care Company Shares 2003-2007
Table 38 Surface Care Brand Shares 2004-2007
Table 39 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 40 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 41 Sales of Chlorine Bleach: Value 2002-2007
Table 42 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 43 Chlorine Bleach Company Shares 2003-2007
Table 44 Chlorine Bleach Brand Shares 2004-2007
Table 45 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 46 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 47 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 48 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 49 Toilet Care Products Company Shares 2003-2007
Table 50 Toilet Care Products Brand Shares 2004-2007
Table 51 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 52 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Sales of Polishes by Subsector: Value 2002-2007
Table 54 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 55 Polishes Company Shares 2003-2007
Table 56 Polishes Brand Shares 2004-2007
Table 57 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 58 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Sales of Air Care by Subsector: Value 2002-2007
Table 60 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 61 Air Care Fragrances Rankings by Value 2006-2007
Table 62 Air Care Company Shares 2003-2007
Table 63 Air Care Brand Shares 2004-2007
Table 64 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 65 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 66 Sales of Insecticides by Subsector: Value 2002-2007
Table 67 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 68 Spray Insecticides by Type: %Value Breakdown 2006-2007
Table 69 Insecticides Company Shares 2003-2007
Table 70 Insecticides Brand Shares 2004-2007
Table 71 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 72 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012