Home Care in Romania

February 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Romania report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Romania?
  • Which are the leading brands in Home Care in Romania?
  • How are products distributed in Home Care in Romania?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Romania

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Romania

KEY DATA FINDINGS

2020 IMPACT

Increased laundry washing in 2020 sees laundry care receive a boost
Affordability and sustainability are key factors for success in 2020
Procter & Gamble remains the clear leader and is set to open a new plant in Romania

RECOVERY AND OPPORTUNITIES

Concentrated products will gain ground as consumers seek efficient and sustainable laundry care solutions
Environmental awareness and concerns about harsh chemicals will drive growth in products with natural positioning
Premiumisation will remain strong, despite ongoing economic uncertainty

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Romania

KEY DATA FINDINGS

2020 IMPACT

Increased consumption and price hikes see volume and value growth in dishwashing in 2020
Automatic dishwashing sees outstanding value and volume growth in 2020
Procter & Gamble overtakes Henkel in 2020 to take the top spot in dishwashing

RECOVERY AND OPPORTUNITIES

Rising disposable incomes will drive growth in automatic dishwashing in the future
Product innovation will focus on environmental and wellness concerns
New product development will be a key factor in success

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Romania

KEY DATA FINDINGS

2020 IMPACT

Home care disinfectants sees exceptional growth in 2020 as consumers become scrupulous about hygiene practices
Stockpiling trends and supply chain disruption see larger pack sizes grow in popularity
Unilever continues to lead in 2020 thanks to the strong performance of its Cif brand

RECOVERY AND OPPORTUNITIES

Value for money and practicality will be key features in the future
Premiumisation and specialisation will be increasingly visible in surface care
Green products will gain ground in surface care in the future

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of Surface Care: % Value 2016-2020 Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Romania

KEY DATA FINDINGS

2020 IMPACT

Bleach gets a boost in 2020 as consumers remain concerned about virus transmission on surfaces
Bleach players trying to market bleach as good for cleaning the house, not just for laundry purposes
Ace continues to dominate sales of bleach in Romania in 2020

RECOVERY AND OPPORTUNITIES

Bleach has a gloomy future, and multiple factors will contribute to decline over the forecast period
Channel shifts will see sales of bleach grow in online retail channels while declining in traditional grocery retailers
Limited innovation will likely take the form of new fragrances

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020 Table 44 Sales of Bleach: % Value Growth 2015-2020 Table 45 NBO Company Shares of Bleach: % Value 2016-2020 Table 46 LBN Brand Shares of Bleach: % Value 2017-2020 Table 47 Forecast Sales of Bleach: Value 2020-2025 Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Romania

KEY DATA FINDINGS

2020 IMPACT

Strong performance for toilet care in volume and value terms in 2020
Henkel maintains its leads in toilet care in 2020 with its popular Bref brand
Discounts and larger pack sizes attract consumers looking to save money and time spent shopping

RECOVERY AND OPPORTUNITIES

Greater awareness of hygiene and time spent at home will benefit toilet care in the future
Social responsibility and environmental awareness will drive innovation in toilet care in the future
E-commerce sales of toilet care will continue to grow

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020 Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Romania

KEY DATA FINDINGS

2020 IMPACT

The shine is off polishes in 2020 as lockdown reduces income and opportunity for travel outside the home
Pronto retains the top spot in polishes in 2020 ahead of Kiwi
Consumers take a shine to e-commerce in 2020, boosting online sales of polish

RECOVERY AND OPPORTUNITIES

Some recovery in polishes is expected, but the overall direction is one of decline
More formats will become available in shoe polish as players try to diversify
Environmental concerns will steer consumers and players towards natural formulations

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020 Table 56 Sales of Polishes by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Polishes: % Value 2016-2020 Table 58 LBN Brand Shares of Polishes: % Value 2017-2020 Table 59 Forecast Sales of Polishes by Category: Value 2020-2025 Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Romania

KEY DATA FINDINGS

2020 IMPACT

Air care demand rises in 2020 as more Romanians remain home-based
Reckitt Benckiser continues to lead air care in 2020 with its Air Wick brand
Natural air care products become popular with affluent and health-conscious consumers

RECOVERY AND OPPORTUNITIES

Electric air care will drive growth, and Romanians will opt for more natural formulas
Greater diversification will be seen in air care across the forecast period
Car air fresheners will get a boost from a return to commuting and ongoing fears of contagion

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020 Table 62 Sales of Air Care by Category: % Value Growth 2015-2020 Table 63 NBO Company Shares of Air Care: % Value 2016-2020 Table 64 LBN Brand Shares of Air Care: % Value 2017-2020 Table 65 Forecast Sales of Air Care by Category: Value 2020-2025 Table 66 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Romania

KEY DATA FINDINGS

2020 IMPACT

Home insecticides records good growth in 2020, albeit at a slower rate than seen previously
Multi-purpose products on the increase as consumers seek multifunctionality
Raid remains the leading home insecticide brand in Romania ahead of Aroxol

RECOVERY AND OPPORTUNITIES

Climate change likely to bode well for future sales of home insecticides
E-commerce will continue to boost sales in home insecticide as consumers move towards online channels
Concerns about health and wellbeing will see players adopt more natural approaches

CATEGORY DATA

Table 67 Sales of Home Insecticides by Category: Value 2015-2020 Table 68 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 70 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 71 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 72 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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This report originates from Passport, our Home Care research and analysis database.

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