Home and Garden in Romania

Home and garden value sales continue to grow in 2019 in line with rise in consumer spending

Following the trend observed during the review period, home and garden recorded another year of considerable value sales growth in 2019. In large part, this growth has been a result of the rising purchasing power of Romanian consumers.

Changes in consumers’ home and garden choices being driven by premiumisation, search for value

Greater demand for home and garden products during the review period and in 2019 corresponds with the rise in consumers’ disposable incomes. Indeed, adhering to the premiumisation trend, many consumers are increasingly demanding premium products now that they can afford to buy them.

International retailers playing key roles in highly competitive home and garden market

Home and garden in Romania is populated by a large number of international players that are often able to offer consumers a greater range of products at lower prices, a proposition that makes it difficult for most smaller domestic retailers to compete. International players also typically have the marketing and new product development resources and expertise to maintain and grow their value share, and they are also adept at launching increasingly popular and profitable private label lines.

Specialist retailers remain favourite home and garden shopping destination but e-commerce is in the offing

Due to their wide geographical coverage and the extent of their product portfolios, chained specialist retailers continue to be the most popular distribution channel in the home and garden category in 2019. To ensure future growth, specialist chains continue to improve their in-store shopping experiences while expanding their outlet networks.

Steady but decelerating growth expected over forecast period

Although reduced value sales growth rates are projected throughout the forecast period, home and garden is expected to maintain its positive momentum going forward, bolstered by continued high home ownership rates, rising disposable incomes and the strengthening of the premiumisation trend, characteristics that will continue to define the home and garden market for years to come. Declining value sales growth rates over the forecast period will be the result, at least in part, of demand for home and garden products softening somewhat as consumers settle in with the durable home and garden products they have already purchased.

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