Toilet care saw strong growth in both volume and current value terms in 2020, thanks to more time spent at home during lockdown and rising interest in health and hygiene. Romanians are very attached to their homes and are willing to put a lot of effort into keeping them clean.
Large international players dominate sales of toilet care in Romania. Henkel remained the clear leader in 2020, with its Bref brand having a strong presence across all toilet care categories.
Discounts and special offers were effectively deployed by both manufacturers and retailers in 2020 since consumers were more attentive to their expenditure in an uncertain financial climate and as their budgets became more constrained. They were also more likely to purchase in larger quantities as a result of stockpiling, so larger pack sizes increased in popularity.
Increased preoccupation with hygiene and health will have a lasting effect on toilet care across the forecast period, with sales expected to grow in both retail volume and current value terms. Romanians will continue to spend more time at home in 2020–2021 as a result of rising unemployment rates, shifts towards permanent home working and continued concerns about transmitting or contracting COVID-19, and this will impact positively on toilet care.
With the consumer becoming more demanding and discerning, fresh smells and ecological ingredients will be crucial differentiation factors for toilet care over the forecast period. Romanians will be increasingly preoccupied with their environmental impact, and they will opt for products that are perceived as containing fewer harmful chemicals.
Online sales recorded strong annual sales growth throughout the review period, with Romanian shoppers becoming more modern and connected. This trend accelerated in 2020, and over the forecast period, more Romanians will purchase toilet care products via the internet.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Toilet Care research and analysis database.
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