Homewares in Romania

2020 IMPACT

Increased cooking time boosts demand for homeware during home confinement

Homeware will benefit from the COVID-19 pandemic in 2020 overall as current value sales rise notably. With many Romanians spending more time at home due to lockdown, they have been more dedicated to cooking and therefore realised they need better quality homewares.

Groupe SEB leads the high-fragmented competitive landscape in 2020

Groupe SEB will continue to be the leader in highly-fragmented homewares category in 2020, a position it has held throughout the review period. Indeed, the ongoing shift by consumers towards premium products in past years has led to Groupe SEB’s strong growth and has enabled the company to extend the value share of its Tefal brand.

Domestic players increasingly enter the market

The homewares category in Romania in 2020 is characterised by large international players that are able to offer consumers greater variety while charging lower prices, a proposition that makes it difficult for many smaller domestic retailers to compete. However, in recent years, here has indeed been a recent boost, albeit slight, in the popularity of homewares manufactured by domestic players.

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