Homewares in Romania

PROSPECTS

Constant, stable growth for homewares in Romania

Although the positive economic context allows Romanians to eat out more often and their increasingly hectic lifestyles prevent them from spending much time cooking, most of the population cook and eat at home, usually using fresh ingredients. Dinner is the main meal of the day, when all family members eat together.

Food storage leads growth

In 2017, food storage experienced more accelerated growth than other homewares categories. This reflects the changing consumer lifestyles, as Romanians spend more and more time at work.

Chained retailers dominate homewares distribution

Homewares are ubiquitous products which can be found across a variety of channels. Still, homewares and home furnishing store chains rank first in consumers’ preferences.

COMPETITIVE LANDSCAPE

Tefal remains the top-selling homewares brand

Romanian consumers are shifting towards branded products. They are showing greater brand loyalty as certain products are increasingly advertised and have good presence across major retail channels.

International brands are grossing high value sales

Homewares sales are dominated by international brands which constantly intensified their activity in Romania throughout the review period; however, some domestic players also had a consistent presence. Apulum SA and SC Cesiro SA were successful during the review period, being the main suppliers of ceramic dining in Romania.

Brand owners resort to innovation

Product innovation is a key differentiation factor within homewares in Romania. Big brands commonly resort to this strategy to build and maintain loyalty.

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