Toilet Care in Romania

PROSPECTS

Good performance for toilet care in Romania

Toilet care experienced a rise in sales in both value and volume in 2018. Several factors explain the positive evolution of the category.

Continued growth over the forecast period

Value sales of toilet care will continue to grow at a rapid rate over the forecast period, as consumers are becoming more sophisticated and preoccupied with the hygiene of their homes. The fastest increase will be noted among rural dwellers.

In-cistern devices to record the most robust growth

In-cistern devices experienced the most dynamic growth in 2018. These products are rather new on the market and have significant room for growth.

COMPETITIVE LANDSCAPE

Bref and Duck remain the leading brands

Large international players dominate sales of toilet care in Romania. Henkel Romania SRL is the clear leader, with its brand Bref having a strong presence across all toilet care categories.

Private label increasing its presence

The toilet care also features the presence of some private label products. Such products are becoming more and more relevant in the category, and are not positioned only at the lower end of the category, but are also found in the mid- to high-priced segment as well.

Brand owners are associating with social causes

Some brand owners engage in corporate social responsibility practices. For instance, Domestos launched the “Support hygiene in schools with Domestos” programme.

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