Executive Summary

Feb 2019
PROSPECTS
Air care benefits from changing consumer lifestyles

Rising consumer sophistication and recovering consumer confidence are having a positive effect on the evolution of the air care category. Consumers are more aware of the available products and are willing to try new formats and fragrances.

Sales forecast to continue to increase

Greater consumer sophistication and rising disposable incomes will maintain strong demand for air care products over the forecast period. Romanians will become more demanding and they will look for products with perfumes that seem natural.

Innovative products attract a rising number of consumers

Product innovation is generally welcomed by Romanians. Consequently, electric air fresheners have registered soaring popularity since they were introduced on the market.

COMPETITIVE LANDSCAPE
Air Wick is the top air care brand

Value sales of air care are dominated by large multinationals. Reckitt Benckiser Romania SRL was the leading player within air care in 2018, based on the success of its Air Wick brand.

Private label has a presence

The air care category also features the presence of some notable private label products, for example Carrefour, K-Classic and 365. Romanian private label products are generally positioned at the lower end of the category in terms of price, but brand owners are making efforts to push private label products in the mid-priced segment.

Increasing promotional efforts by air care brand owners

New product developments are often concentrated on the launch of specialised products. This is the case of Air Wick VIPoo, the first specifically WC air care product on the Romanian market.

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Air Care in Romania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Romania market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Air Care in Romania?
  • What are the major brands in Romania?
  • How do plug-in electric air fresheners perform compared to the battery-operated ones?
  • What is the most dynamic air care category?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Air Care in Romania - Category analysis

HEADLINES

PROSPECTS

Air care benefits from changing consumer lifestyles
Sales forecast to continue to increase
Innovative products attract a rising number of consumers

COMPETITIVE LANDSCAPE

Air Wick is the top air care brand
Private label has a presence
Increasing promotional efforts by air care brand owners

CATEGORY DATA

Table 1 Sales of Air Care by Category: Value 2013-2018
Table 2 Sales of Air Care by Category: % Value Growth 2013-2018
Table 3 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 4 NBO Company Shares of Air Care: % Value 2014-2018
Table 5 LBN Brand Shares of Air Care: % Value 2015-2018
Table 6 Forecast Sales of Air Care by Category: Value 2018-2023
Table 7 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Home Care in Romania - Industry Overview

EXECUTIVE SUMMARY

Good performance for home care in Romania
More modern consumers preferring sophisticated solutions
Fierce competition in the Romanian home care market
Romanians welcome innovation
Good years to come for home care in Romania

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources