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Wipes in
Romania

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Wipes are available in most retail channels, boosting sales

Wipes has quite wide coverage, reaching consumers through various channels. However, the most popular distribution channel in 2018 remained hypermarkets, because they offer different promotions or multipack packages.

Lack of consumer awareness

Romanian consumers lack awareness, hampering growth in the category from both a volume and value perspective. Categories such as intimate wipes and moist toilet wipes are developing at only a moderate pace.

Moist toilet wipes shows growth potential

Moist toilet wipes is a relatively new category, but with growth potential in a context in which personal hygiene is becoming a topic of interest for Romanian consumers. Currently, there is very little awareness regarding this product, and consumers perceive that moist toilet wipes can be substituted by baby wipes.

COMPETITIVE LANDSCAPE
Mega Disposables becomes the new leader

In 2018, the top player in wipes in 2017, Asil was overthrown by Mega Disposables. Romanian consumers’ preference for higher-quality products led to a change in the ranking at the top.

A fragmented category in which innovation and research are key

Innovation and research are paramount in wipes, given that the category is quite fragmented. Not only are big international players present in the market, but also local producers are developing impressive production capacities.

Private label is increasing in popularity

In a context in which hypermarkets is the main retail channel, the category is fragmented, and demand is increasing, private label is expanding in wipes. Whilst most brands are focusing on developing premium products to address the increase in salaries and the overall improved economic context, through private label the main retailers are targeting a different audience – more price-oriented and with financial constraints.

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Wipes in Romania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes 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 Wipes industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes 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 Wipes in Romania?
  • What are the major brands in Romania?
  • What is the biggest category within household care wipes?
  • What are the key new product launches in the wipes 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 Tissue and Hygiene market research database.

Wipes in Romania - Category analysis

HEADLINES

PROSPECTS

Wipes are available in most retail channels, boosting sales
Lack of consumer awareness
Moist toilet wipes shows growth potential

COMPETITIVE LANDSCAPE

Mega Disposables becomes the new leader
A fragmented category in which innovation and research are key
Private label is increasing in popularity

CATEGORY DATA

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

Tissue and Hygiene in Romania - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene is on the rise in Romania
A shift towards higher-quality and premium products
Investing in innovation and advertising campaigns
Hypermarkets remains consumers’ favourite distribution channel
Optimistic performance for tissue and hygiene over the forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources