Executive Summary

Apr 2019
PROSPECTS
Home improvement supported by high rates of property ownership

Home improvement projects are becoming increasingly popular in Romania given that home ownership rates are high in the country, while economic improvement encouraged private consumption, leading to retail value and volume growth in 2018. Owners are willing to invest in quality products given that they will be the direct beneficiaries.

Home improvement and gardening stores remain the favourite shopping destinations for home improvement

Home improvement and gardening stores remained the most popular channel for home improvement in 2018, with their wide geographical coverage, easy accessibility and broad range of products attracting customers. The main retailer, Dedeman, further expanded its store network by opening its 49th physical store in 2018.

Internet retailing on the rise

Internet retailing recorded strong value growth in 2018. The leading players are investing in improving the online shopping experience and product variety.

COMPETITIVE LANDSCAPE
Sanex maintains its leading position in an increasingly competitive environment

Sanex remained the leading player in home improvement due to its strong presence across the various categories. It covers bathroom and sanitaryware and floor and wall covering as a leading domestic manufacturer.

Hornbach Romania becomes an accredited unit for dual vocational training

Romania is confronting a serious deficit in the number of people taking vocational training and this can have a major spillover effect on several markets, including home improvement. Hornbach Romania, one of the main home improvement and gardening retailers, is addressing the issue by joining the Romanian-German Chamber of Commerce’s common mission to provide dual professional/vocational education in Romania.

Kingfisher acquires Praktiker, aiming to convert stores to the Brico Depot format

At the end of 2017 Kingfisher acquired the Praktiker stores in Romania with the aim of transforming them into the Brico Depot format by 2019. This business strategy aims to place the group in a leading position in Romanian home improvement and to become a strong competitor to the leading national retailer, Dedeman, which continues to expend its store network.

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Home Improvement in Romania

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Overview: Discover the latest market trends and uncover sources of future market growth for the Home Improvement 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.

The Home Improvement in Romania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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 market research database.

Home Improvement in Romania - Category analysis

HEADLINES

PROSPECTS

Home improvement supported by high rates of property ownership
Home improvement and gardening stores remain the favourite shopping destinations for home improvement
Internet retailing on the rise

COMPETITIVE LANDSCAPE

Sanex maintains its leading position in an increasingly competitive environment
Hornbach Romania becomes an accredited unit for dual vocational training
Kingfisher acquires Praktiker, aiming to convert stores to the Brico Depot format

CATEGORY DATA

Table 1 Sales of Home Improvement by Category: Value 2013-2018
Table 2 Sales of Home Improvement by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Home Improvement: % Value 2014-2018
Table 4 LBN Brand Shares of Home Improvement: % Value 2015-2018
Table 5 Distribution of Home Improvement by Format: % Value 2013-2018
Table 6 Forecast Sales of Home Improvement by Category: Value 2018-2023
Table 7 Forecast Sales of Home Improvement by Category: % Value Growth 2018-2023

Home and Garden in Romania - Industry Overview

Another year of growth
A shift towards higher-quality products and more educated consumers the main trends in 2018
Ikea Romania maintains its lead
Home and garden specialist retailers the favourite shopping destination
Positive forecast for home and garden

MARKET DATA

Table 8 Sales of Home and Garden by Category: Value 2013-2018
Table 9 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 11 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 12 Penetration of Private Label in Home and Garden by Category: % Value 2013-2018
Table 13 Distribution of Home and Garden by Format: % Value 2013-2018
Table 14 Distribution of Home and Garden by Format and Category: % Value 2018
Table 15 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 16 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources