Home care disinfectants’ outstanding growth in both retail volume and current value terms in 2020 was driven by increased consumer awareness about hygiene and prevention during the COVID-19 pandemic. Consumers spent more time at home during the quarantine period, and many shifted to home working permanently, which boosted consumption of surface care products with disinfecting properties and multi-purpose products.
As a result of stockpiling trends in 2020, larger pack sizes became popular as consumers bought in larger quantities. This was fuelled by some disruption in distribution networks.
Unilever South Central Europe continued to lead surface care in 2020, mostly due to the popularity of its Cif brand, which has a good reputation among consumers and is present across retail channels. Unilever was followed by another multinational, Colgate-Palmolive, whose Ajax brand is also popular with Romanian consumers.
As a result of ongoing economic uncertainty and pressure on consumers’ disposable incomes, special offers and discounts will be effective marketing tools from brands in the next few years. While there is a general trend towards premiumisation in Romania and consumers will continue to be concerned about quality and efficiency, they will also favour products that offer them a good price/quality ratio.
Romanians will still favour multi-purpose cleaners, which they see as offering convenient and effective cleaning solutions. Nevertheless, surface care is becoming more fragmented, and specialised solutions will gain more ground across the forecast period.
Ecological surface care products will increase in popularity, boosted by Romanians’ growing awareness of environmental issues. Across various surface care categories, new ecological products will emerge, emphasising both their reduced impact on the environment as well as the fact that they do not represent a risk to consumers’ health.
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Understand the latest market trends and future growth opportunities for the Surface 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.
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This report originates from Passport, our Surface Care research and analysis database.
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