Executive Summary

Apr 2019
PROSPECTS
Minimalist trends characterise homewares

Manufacturers witnessed demand for minimalist products in 2018. The absence of complex patterns or varieties of colours may be related to the strong presence of IKEA products in the market, as the retailer is considered a trendsetter.

Homewares and home furnishing stores remains the most popular channel

Homewares and home furnishing stores was the most popular distribution channel for homewares in 2018, although these products can easily be found in a variety of channels. Given their presence across different types of retailers, special offers, shelf positioning and the variety of products on offer may be decisive factors in customers’ final decisions.

Hypermarkets also popular

On the other hand, hypermarkets is another popular channel for homewares. Even though the product variety is not as extensive as in homewares and home furnishing stores, hypermarkets target a different type of customer, who is often undecided, impulsive and does not visit with the purpose of buying homewares products specifically, being more reactive to promotions.

COMPETITIVE LANDSCAPE
Another year of leadership for Groupe SEB

Groupe SEB retained its lead in homewares in 2018, although the competitive landscape remained highly fragmented. The shift towards premium products enabled its Tefal brand to extend its value share.

Ikea Romania expands its presence

Ikea, in second place, is further developing, given its announced physical store expansion. It is expected to take strong positions in beverageware, dinnerware and food storage, given its strong reputation for a fair balance between price and quality.

International brands characterise homewares

There is a large discrepancy between the presence of international and local brands. Homewares is clearly characterised by large international players which offer greater variety and lower prices, making it difficult for domestic brands to compete.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Homewares in Romania

Samples: (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

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

Homewares in Romania - Category analysis

HEADLINES

PROSPECTS

Minimalist trends characterise homewares
Homewares and home furnishing stores remains the most popular channel
Hypermarkets also popular

COMPETITIVE LANDSCAPE

Another year of leadership for Groupe SEB
Ikea Romania expands its presence
International brands characterise homewares

CATEGORY DATA

Table 1 Sales of Homewares by Category: Value 2013-2018
Table 2 Sales of Homewares by Category: % Value Growth 2013-2018
Table 3 Sales of Homewares by Material: % Value 2013-2018
Table 4 NBO Company Shares of Homewares: % Value 2014-2018
Table 5 LBN Brand Shares of Homewares: % Value 2015-2018
Table 6 Distribution of Homewares by Format: % Value 2013-2018
Table 7 Forecast Sales of Homewares by Category: Value 2018-2023
Table 8 Forecast Sales of Homewares 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 9 Sales of Home and Garden by Category: Value 2013-2018
Table 10 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 12 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 13 Penetration of Private Label in Home and Garden by Category: % Value 2013-2018
Table 14 Distribution of Home and Garden by Format: % Value 2013-2018
Table 15 Distribution of Home and Garden by Format and Category: % Value 2018
Table 16 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 17 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources