Executive Summary

Feb 2019
PROSPECTS
Polishes register a slow but steady growth

Polishes do not account for a large share of the home care market in Romania, and sales rose only slowly over the review period. Polishes value sales increased in 2018, in line with rising disposable incomes.

Real terms decline predicted over the forecast period

In the coming years, polishes are expected to start declining in volume and in real value terms. The main reason is the competition from other home care products.

Floor polish records fastest growth

Floor polish witnessed the fastest value growth in 2018. Floor surfaces like laminated parquet have become very popular in Romania, and related products, such as floor polishes, are benefiting.

COMPETITIVE LANDSCAPE
Pronto remains the top brand

SC Johnson Wax SRL and Safilar SA lead value sales of polishes in Romania. The success of Safilar SA is mostly due to its strong presence in shoe polish, with its Kiwi brand (of which SC Johnson Wax SRL is the global brand owner), while Pronto, owned by SC Johnson Wax SRL, dominates value sales of floor polish and furniture polish.

Brand loyalty important

Within polishes, consumers generally show high brand loyalty. Consequently, brands with along tradition, such as Kiwi and Pronto, were successful throughout the review period.

Little product innovation

There is little new product development within polishes in Romania. These products are becoming rather obsolete and brand owners prefer to focus on other home care products instead.

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Polishes in Romania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Polishes 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.

If you're in the Polishes industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Polishes in Romania market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Polishes in Romania?
  • What are the major brands in Romania?
  • What are the future prospects for the polishes market?
  • What are the key new product launches in the polishes market?

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 Home Care market research database.

Polishes in Romania - Category analysis

HEADLINES

PROSPECTS

Polishes register a slow but steady growth
Real terms decline predicted over the forecast period
Floor polish records fastest growth

COMPETITIVE LANDSCAPE

Pronto remains the top brand
Brand loyalty important
Little product innovation

CATEGORY DATA

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

Home Care in Romania - Industry Overview

EXECUTIVE SUMMARY

Good performance for home care in Romania
More modern consumers preferring sophisticated solutions
Fierce competition in the Romanian home care market
Romanians welcome innovation
Good years to come for home care in Romania

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

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

SOURCES

Summary 1 Research Sources