Laundry care benefitted from the COVID-19 crisis in 2020, as consumers forced to spend more time at home washed their clothes and home textiles more often in an attempt to keep the virus at bay. As Romanians became more preoccupied with health and hygiene, they started to purchase more laundry sanitisers than before.
As local consumers adopted a more sustainable and cost-saving approach, brand owners responded accordingly. For instance, Henkel launched Perwoll Renew & Blossom liquid fabric softener, a product which claims to prolong the life of the clothes, while also being effective in cold water, which has cost-saving implications.
Large international companies account for the majority of laundry care value sales in Romania. Procter & Gamble remains the clear leader, with its Ariel brand also a strong number one.
Over the coming years, laundry care products are likely to become more concentrated, as consumers with tighter budgets and busier lifestyles will demand efficiency and value for money. As a result, brand owners will continue to promote the benefits of more concentrated laundry care, which also offers a reduction in packaging, thereby aligning with the rising trend towards sustainability.
As the economic uncertainty brought by the COVID-19 gradually dissipates in the long term, consumers will be less price-sensitive and will gravitate more towards eco-friendly products, thanks to rising environmental awareness as well as Romanians’ desire to limit the number of harsh chemicals in their home and use natural products instead, especially those that incorporate ‘local’ fragrances. Under the brand Dero, for example, Unilever offers detergent products with fragrances of local plants, such as linden flowers, freesias or mountain peonies, or essential oils and other players are likely to follow this lead.
Despite the ongoing impact of the C0VID-19 pandemic, premium laundry care products will grow in popularity as Romanians become more demanding and less price-sensitive across the forecast period. Product quality will be key, and consumers will stick with brands they trust, which are actively promoted and which have a good store presence.
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Understand the latest market trends and future growth opportunities for the Laundry 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.
If you're in the Laundry 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.
This report originates from Passport, our Laundry Care research and analysis database.
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