Consumer Appliances in Romania

Consumer Appliances in Romania

EXECUTIVE SUMMARY

Further growth in 2019 supported by rising incomes and demand for high-quality products

Premiumisation as consumers increasingly opt for innovative products with a multitude of features

International companies lead with their extensive distribution networks, constant innovation and aggressive marketing

Chained retailers lead distribution, whilst internet retailing sees dynamic growth

Changing lifestyles and rising disposable incomes ensure further growth over the forecast period

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2014-2019
Table 2 Replacement Cycles of Consumer Appliances by Category 2014-2019
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2019-2024
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2019-2024

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Value 2014-2019
Table 6 Sales of Consumer Appliances by Category: % Volume Growth 2014-2019
Table 7 Sales of Consumer Appliances by Category: % Value Growth 2014-2019
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2014-2019
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2014-2019
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2014-2019
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2014-2019
Table 12 Sales of Small Appliances by Category: Volume 2014-2019
Table 13 Sales of Small Appliances by Category: Value 2014-2019
Table 14 Sales of Small Appliances by Category: % Volume Growth 2014-2019
Table 15 Sales of Small Appliances by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Major Appliances: % Volume 2015-2019
Table 17 LBN Brand Shares of Major Appliances: % Volume 2016-2019
Table 18 NBO Company Shares of Small Appliances: % Volume 2015-2019
Table 19 LBN Brand Shares of Small Appliances: % Volume 2016-2019
Table 20 Distribution of Major Appliances by Format: % Volume 2014-2019
Table 21 Distribution of Small Appliances by Format: % Volume 2014-2019
Table 22 Forecast Sales of Consumer Appliances by Category: Volume 2019-2024
Table 23 Forecast Sales of Consumer Appliances by Category: Value 2019-2024
Table 24 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2019-2024
Table 25 Forecast Sales of Consumer Appliances by Category: % Value Growth 2019-2024
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2019-2024
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2019-2024
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2019-2024
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2019-2024
Table 30 Forecast Sales of Small Appliances by Category: Volume 2019-2024
Table 31 Forecast Sales of Small Appliances by Category: Value 2019-2024
Table 32 Forecast Sales of Small Appliances by Category: % Volume Growth 2019-2024
Table 33 Forecast Sales of Small Appliances by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Treatment Products in Romania

HEADLINES

PROSPECTS

Strong and steady growth, with consumers attracted by multiple product features and low energy consumption

Potential for dehumidifiers, humidifiers and air purifiers with growing concerns regarding pollution and air quality

Growing importance of convenient internet retailing

COMPETITIVE LANDSCAPE

Vortex leads a relatively fragmented category in 2019

Increasing sophistication of new products

Daikin focuses on CSR and educating consumers

CATEGORY DATA

Table 34 Sales of Air Treatment Products by Category: Volume 2014-2019
Table 35 Sales of Air Treatment Products by Category: Value 2014-2019
Table 36 Sales of Air Treatment Products by Category: % Volume Growth 2014-2019
Table 37 Sales of Air Treatment Products by Category: % Value Growth 2014-2019
Table 38 Sales of Air Conditioners by Connected Appliances: % Volume 2015-2019
Table 39 NBO Company Shares of Air Treatment Products: % Volume 2015-2019
Table 40 LBN Brand Shares of Air Treatment Products: % Volume 2016-2019
Table 41 Distribution of Air Treatment Products by Format: % Volume 2014-2019
Table 42 Forecast Sales of Air Treatment Products by Category: Volume 2019-2024
Table 43 Forecast Sales of Air Treatment Products by Category: Value 2019-2024
Table 44 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2019-2024
Table 45 Forecast Sales of Air Treatment Products by Category: % Value Growth 2019-2024

Dishwashers in Romania

HEADLINES

PROSPECTS

Low penetration of dishwashers ensures room for growth

Romanians’ preference of ergonomic and modern products benefits built-in dishwashers

Internet retailing is the most dynamic channel with its wide product range and exclusive products

COMPETITIVE LANDSCAPE

SC Arctic maintains its lead, whilst Candy records the strongest growth

Strong new product development to meet consumers’ demands

Companies engage in consumer education

CATEGORY DATA

Table 46 Sales of Dishwashers by Category: Volume 2014-2019
Table 47 Sales of Dishwashers by Category: Value 2014-2019
Table 48 Sales of Dishwashers by Category: % Volume Growth 2014-2019
Table 49 Sales of Dishwashers by Category: % Value Growth 2014-2019
Table 50 Sales of Dishwashers by Format: % Volume 2014-2019
Table 51 Sales of Dishwashers by Connected Appliances: % Volume 2015-2019
Table 52 NBO Company Shares of Dishwashers: % Volume 2015-2019
Table 53 LBN Brand Shares of Dishwashers: % Volume 2016-2019
Table 54 Distribution of Dishwashers by Format: % Volume 2014-2019
Table 55 Forecast Sales of Dishwashers by Category: Volume 2019-2024
Table 56 Forecast Sales of Dishwashers by Category: Value 2019-2024
Table 57 Forecast Sales of Dishwashers by Category: % Volume Growth 2019-2024
Table 58 Forecast Sales of Dishwashers by Category: % Value Growth 2019-2024

Food Preparation Appliances in Romania

HEADLINES

PROSPECTS

Rising demand for food preparation appliances due to hectic and healthier lifestyles

Health trend and product diversification ensure fastest growth for slow juicers

Further healthy demand expected, with consumers looking for innovative, ergonomic and qualitative products

COMPETITIVE LANDSCAPE

International brands with their strong reputations and availability lead in 2019

Marketing and education improve understanding and promote consumer loyalty

Innovation as a key strategy

CATEGORY DATA

Table 59 Sales of Food Preparation Appliances by Category: Volume 2014-2019
Table 60 Sales of Food Preparation Appliances by Category: Value 2014-2019
Table 61 Sales of Food Preparation Appliances by Category: % Volume Growth 2014-2019
Table 62 Sales of Food Preparation Appliances by Category: % Value Growth 2014-2019
Table 63 NBO Company Shares of Food Preparation Appliances: % Volume 2015-2019
Table 64 LBN Brand Shares of Food Preparation Appliances: % Volume 2016-2019
Table 65 Distribution of Food Preparation Appliances by Format: % Volume 2014-2019
Table 66 Forecast Sales of Food Preparation Appliances by Category: Volume 2019-2024
Table 67 Forecast Sales of Food Preparation Appliances by Category: Value 2019-2024
Table 68 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2019-2024
Table 69 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2019-2024

Home Laundry Appliances in Romania

HEADLINES

PROSPECTS

Rising disposable income and consumer education drive sales in 2019

Automatic dryers posts strong growth with increasing competition in the category

Chained electronics and appliances specialist retailers lead with their extensive product portfolio and attractive prices

COMPETITIVE LANDSCAPE

SC Arctic leads with its good geographical coverage, strong brand image and innovation

Miele consolidating its presence in the country

Domestic manufacturing set to expand

CATEGORY DATA

Table 70 Sales of Home Laundry Appliances by Category: Volume 2014-2019
Table 71 Sales of Home Laundry Appliances by Category: Value 2014-2019
Table 72 Sales of Home Laundry Appliances by Category: % Volume Growth 2014-2019
Table 73 Sales of Home Laundry Appliances by Category: % Value Growth 2014-2019
Table 74 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2019
Table 75 Sales of Automatic Washing Machines by Format: % Volume 2014-2019
Table 76 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2014-2019
Table 77 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2015-2019
Table 78 NBO Company Shares of Home Laundry Appliances: % Volume 2015-2019
Table 79 LBN Brand Shares of Home Laundry Appliances: % Volume 2016-2019
Table 80 Distribution of Home Laundry Appliances by Format: % Volume 2014-2019
Table 81 Forecast Sales of Home Laundry Appliances by Category: Volume 2019-2024
Table 82 Forecast Sales of Home Laundry Appliances by Category: Value 2019-2024
Table 83 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2019-2024
Table 84 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2019-2024

Large Cooking Appliances in Romania

HEADLINES

PROSPECTS

Premium products increasingly opted for as purchasing power improves

Connected appliances starting to emerge with increasing interest in hi-tech products

Positive development of the real estate market drives sales of ovens

COMPETITIVE LANDSCAPE

SC Arctic leads the way with its trusted brands, wide availability and advertising

Private label gaining ground

High level of innovation throughout the category

CATEGORY DATA

Table 85 Sales of Large Cooking Appliances by Category: Volume 2014-2019
Table 86 Sales of Large Cooking Appliances by Category: Value 2014-2019
Table 87 Sales of Large Cooking Appliances by Category: % Volume Growth 2014-2019
Table 88 Sales of Large Cooking Appliances by Category: % Value Growth 2014-2019
Table 89 Sales of Built-in Hobs by Format: % Volume 2014-2019
Table 90 Sales of Ovens by Connected Appliances: % Volume 2015-2019
Table 91 NBO Company Shares of Large Cooking Appliances: % Volume 2015-2019
Table 92 LBN Brand Shares of Large Cooking Appliances: % Volume 2016-2019
Table 93 NBO Company Shares of Built-in Hobs: % Volume 2015-2019
Table 94 NBO Company Shares of Ovens: % Volume 2015-2019
Table 95 NBO Company Shares of Cooker Hoods: % Volume 2015-2019
Table 96 NBO Company Shares of Built-in Cooker Hoods: % Volume 2015-2019
Table 97 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2015-2019
Table 98 NBO Company Shares of Cookers: % Volume 2015-2019
Table 99 Distribution of Large Cooking Appliances by Format: % Volume 2014-2019
Table 100 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2014-2019
Table 101 Forecast Sales of Large Cooking Appliances by Category: Volume 2019-2024
Table 102 Forecast Sales of Large Cooking Appliances by Category: Value 2019-2024
Table 103 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2019-2024
Table 104 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2019-2024

Microwaves in Romania

HEADLINES

PROSPECTS

Microwaves impacted by healthier lifestyles

Built-in microwaves performing better as they suit modern kitchens and consumers’ increasingly sophisticated lifestyles

Modern retailing dominates distribution, with internet retailing on the rise

COMPETITIVE LANDSCAPE

Samsung, with its good brand image and innovation, continues to lead in 2019

Innovation to attract consumers

CATEGORY DATA

Table 105 Sales of Microwaves by Category: Volume 2014-2019
Table 106 Sales of Microwaves by Category: Value 2014-2019
Table 107 Sales of Microwaves by Category: % Volume Growth 2014-2019
Table 108 Sales of Microwaves by Category: % Value Growth 2014-2019
Table 109 Sales of Microwaves by Connected Appliances: % Volume 2015-2019
Table 110 NBO Company Shares of Microwaves: % Volume 2015-2019
Table 111 LBN Brand Shares of Microwaves: % Volume 2016-2019
Table 112 Distribution of Microwaves by Format: % Volume 2014-2019
Table 113 Forecast Sales of Microwaves by Category: Volume 2019-2024
Table 114 Forecast Sales of Microwaves by Category: Value 2019-2024
Table 115 Forecast Sales of Microwaves by Category: % Volume Growth 2019-2024
Table 116 Forecast Sales of Microwaves by Category: % Value Growth 2019-2024

Personal Care Appliances in Romania

HEADLINES

PROSPECTS

Economic factors and changing consumer lifestyles benefit sales further in 2019

Electrical facial cleaners record the highest growth thanks to increasing sophistication and awareness

Consumers to increasingly favour premium products over the forecast period

COMPETITIVE LANDSCAPE

Advertising and good availability benefit leading brand Braun Oral-B

New products focus on providing premium experiences

CATEGORY DATA

Table 117 Sales of Personal Care Appliances by Category: Volume 2014-2019
Table 118 Sales of Personal Care Appliances by Category: Value 2014-2019
Table 119 Sales of Personal Care Appliances by Category: % Volume Growth 2014-2019
Table 120 Sales of Personal Care Appliances by Category: % Value Growth 2014-2019
Table 121 Sales of Body Shavers by Format: % Volume 2014-2019
Table 122 Sales of Hair Care Appliances by Format: % Volume 2014-2019
Table 123 NBO Company Shares of Personal Care Appliances 2015-2019
Table 124 LBN Brand Shares of Personal Care Appliances 2016-2019
Table 125 Distribution of Personal Care Appliances by Format: % Volume 2014-2019
Table 126 Forecast Sales of Personal Care Appliances by Category: Volume 2019-2024
Table 127 Forecast Sales of Personal Care Appliances by Category: Value 2019-2024
Table 128 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2019-2024
Table 129 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2019-2024

Refrigeration Appliances in Romania

HEADLINES

PROSPECTS

New product development drives growth in 2019

Cost-effective and space-saving fridge freezers record the highest growth in 2019

Ergonomics and consumers’ preoccupation with design benefit built-in appliances

COMPETITIVE LANDSCAPE

Strong image and aggressive marketing ensure top spot for SC Arctic

Further innovation to address consumers’ demand for ergonomics and their spatial constraints

Private label gaining ground with wide distribution networks and strong retail names

CATEGORY DATA

Table 130 Sales of Refrigeration Appliances by Category: Volume 2014-2019
Table 131 Sales of Refrigeration Appliances by Category: Value 2014-2019
Table 132 Sales of Refrigeration Appliances by Category: % Volume Growth 2014-2019
Table 133 Sales of Refrigeration Appliances by Category: % Value Growth 2014-2019
Table 134 Sales of Freezers by Format: % Volume 2014-2019
Table 135 Sales of Freezers by Volume Capacity: % Volume 2014-2019
Table 136 Sales of Fridge Freezers by Format: % Volume 2014-2019
Table 137 Sales of Fridge Freezers by Volume Capacity: % Volume 2014-2019
Table 138 Sales of Fridge Freezers by Connected Appliances: % Volume 2015-2019
Table 139 Sales of Fridges by Volume Capacity: % Volume 2014-2019
Table 140 NBO Company Shares of Refrigeration Appliances: % Volume 2015-2019
Table 141 LBN Brand Shares of Refrigeration Appliances: % Volume 2016-2019
Table 142 NBO Company Shares of Built-in Fridge Freezers: % Volume 2015-2019
Table 143 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2015-2019
Table 144 NBO Company Shares of Built-in Fridges: % Volume 2015-2019
Table 145 NBO Company Shares of Freestanding Fridges: % Volume 2015-2019
Table 146 Distribution of Refrigeration Appliances by Format: % Volume 2014-2019
Table 147 Production, Imports and Exports of Refrigeration Appliances: Total Volume 2014-2019
Table 148 Forecast Sales of Refrigeration Appliances by Category: Volume 2019-2024
Table 149 Forecast Sales of Refrigeration Appliances by Category: Value 2019-2024
Table 150 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2019-2024
Table 151 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2019-2024

Small Cooking Appliances in Romania

HEADLINES

PROSPECTS

Premiumisation due to improved access to information and higher incomes

Improved living standards and health and wellness trend support sales

Dynamic internet retailing

COMPETITIVE LANDSCAPE

Top spot for Philips with its strong presence, innovation and advertising

Rising private label presence

Consumers welcome innovation

CATEGORY DATA

Table 152 Sales of Small Cooking Appliances by Category: Volume 2014-2019
Table 153 Sales of Small Cooking Appliances by Category: Value 2014-2019
Table 154 Sales of Small Cooking Appliances by Category: % Volume Growth 2014-2019
Table 155 Sales of Small Cooking Appliances by Category: % Value Growth 2014-2019
Table 156 Sales of Freestanding Hobs by Format: % Volume 2014-2019
Table 157 NBO Company Shares of Small Cooking Appliances: % Volume 2015-2019
Table 158 LBN Brand Shares of Small Cooking Appliances: % Volume 2016-2019
Table 159 Distribution of Small Cooking Appliances by Format: % Volume 2014-2019
Table 160 Forecast Sales of Small Cooking Appliances by Category: Volume 2019-2024
Table 161 Forecast Sales of Small Cooking Appliances by Category: Value 2019-2024
Table 162 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2019-2024
Table 163 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2019-2024

Vacuum Cleaners in Romania

HEADLINES

PROSPECTS

Romanians demand premium, high-performing products that save time

Low base and rising consumer awareness ensure strong growth for robotic vacuum cleaners in 2019

Chained specialist retailers lead distribution

COMPETITIVE LANDSCAPE

International brands’ success due to good visibility, aggressive marketing and innovation

Effortless and efficient products demanded

Second manufacturing facility for Kärcher in Romania in 2020

CATEGORY DATA

Table 164 Sales of Vacuum Cleaners by Category: Volume 2014-2019
Table 165 Sales of Vacuum Cleaners by Category: Value 2014-2019
Table 166 Sales of Vacuum Cleaners by Category: % Volume Growth 2014-2019
Table 167 Sales of Vacuum Cleaners by Category: % Value Growth 2014-2019
Table 168 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2015-2019
Table 169 NBO Company Shares of Vacuum Cleaners: % Volume 2015-2019
Table 170 LBN Brand Shares of Vacuum Cleaners: % Volume 2016-2019
Table 171 Distribution of Vacuum Cleaners by Format: % Volume 2014-2019
Table 172 Forecast Sales of Vacuum Cleaners by Category: Volume 2019-2024
Table 173 Forecast Sales of Vacuum Cleaners by Category: Value 2019-2024
Table 174 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2019-2024
Table 175 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2019-2024

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