Toilet Care in Romania

PROSPECTS

Good performance for toilet care in Romania

Toilet care continued to see healthy growth in both volume and current value terms in 2019. Several factors explain the positive evolution of the category.

All but rim blocks are seeing strong growth in toilet care

In-cistern devices recorded the most dynamic current value growth in 2019. In-cistern devices are now commonly found across Romanian retailers, as brand owners have been focusing on these products.

E-commerce sales of toilet care continue growing

Online sales recorded strong annual sales growth throughout the review period, with Romanian shoppers becoming more modern and connected. This is seeing them become more likely to purchase toilet care products via the internet.

COMPETITIVE LANDSCAPE

Henkel leads toilet care with its Bref brand

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

Brand owners are associating with social causes

Some brand owners are engaging in corporate social responsibility practices. For example, Unilever runs the Right to Toilets campaign in partnership with the Romanian Red Cross.

Retailers looking to increase the private label presence in toilet care

There are some private label lines available in toilet care, with retailers trying to gain more ground with these products, capitalising on their extensive distribution networks and the power of their retail fascias. Carrefour is the main private label line in toilet care, and it continued to record increasing sales in 2019.

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