Home Care in Romania
High inflation continued to exert strong pressure on the demand for home care in Romania in 2023, with retail current unit prices rising across all categories. Increases in the costs of raw materials and utilities put pressure on manufacturers, leading them to transfer part of the higher operating costs onto consumers. Thus, price promotions and discounts as well as special offers remained key ways to attract budget-conscious consumers. Despite inflationary pressure on purchasing power, many con...
Euromonitor International's Home Care in Romania market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report??
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
- Home Care in Romania
- Euromonitor International
- February 2024
- List Of Contents And Tables
- HOME CARE IN ROMANIA
- EXECUTIVE SUMMARY
- Home care in 2023: The big picture
- 2023 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
- MARKET INDICATORS
- Table 1 Households 2018-2023
- MARKET DATA
- Table 2 Sales of Home Care by Category: Value 2018-2023
- Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
- Table 4 NBO Company Shares of Home Care: % Value 2019-2023
- Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
- Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
- Table 7 Distribution of Home Care by Format: % Value 2018-2023
- Table 8 Distribution of Home Care by Format and Category: % Value 2023
- Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
- Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- LAUNDRY CARE IN ROMANIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Retail volume sales continue to stabilise for laundry care
- Inflation hurts the demand for liquid fabric softeners but innovation continues
- Intensive product innovation within laundry care
- PROSPECTS AND OPPORTUNITIES
- Consumers to seek specialised solutions
- Compacting trend to gain momentum
- Unilever to close Romanian factory
- CATEGORY INDICATORS
- Table 11 Household Possession of Washing Machines 2018-2023
- CATEGORY DATA
- Table 12 Sales of Laundry Care by Category: Value 2018-2023
- Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
- Table 14 Sales of Laundry Aids by Category: Value 2018-2023
- Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
- Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
- Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
- Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
- Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
- Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
- Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
- Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
- Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
- Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
- Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
- DISHWASHING IN ROMANIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Dishwashing retail volume sales continue to grow as dishwasher possession rises
- Consumers demand products that are effective in cold water
- Private label develops apace in dishwashing
- PROSPECTS AND OPPORTUNITIES
- Bright outlook for dishwashing in Romania
- Dishwashing to see product improvements
- Rising interest in sustainable and gentle products
- CATEGORY INDICATORS
- Table 26 Household Possession of Dishwashers 2017-2022
- CATEGORY DATA
- Table 27 Sales of Dishwashing by Category: Value 2018-2023
- Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
- Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
- Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
- Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
- Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
- SURFACE CARE IN ROMANIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Consumers are reluctant to compromise on quality when purchasing surface care products
- Multi-purpose cleaners dominates, but specific surface care solutions gain traction
- Consumers welcome more modern and sustainable products
- PROSPECTS AND OPPORTUNITIES
- Focus on product innovation in the forecast period
- Romanian consumers to demand more ergonomic and eco-friendly surface care products
- Specialised cleaning solutions to continue to gain momentum
- CATEGORY DATA
- Table 33 Sales of Surface Care by Category: Value 2018-2023
- Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
- Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
- Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
- Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
- Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
- Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
- Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
- Table 41 Forecast Sales of Surface Care by Category: Value 2023-2028
- Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
- BLEACH IN ROMANIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Negative retail volume sales performance for bleach in 2023
- Substitution and cannibalisation trends harm bleach
- Higher unit prices erode a key competitive advantage for bleach
- PROSPECTS AND OPPORTUNITIES
- Gloomy outlook for bleach
- Innovating to stay alive
- Private label and retail e-commerce to gain traction
- CATEGORY DATA
- Table 43 Sales of Bleach: Value 2018-2023
- Table 44 Sales of Bleach: % Value Growth 2018-2023
- Table 45 NBO Company Shares of Bleach: % Value 2019-2023
- Table 46 LBN Brand Shares of Bleach: % Value 2020-2023
- Table 47 Forecast Sales of Bleach: Value 2023-2028
- Table 48 Forecast Sales of Bleach: % Value Growth 2023-2028
- TOILET CARE IN ROMANIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- More modern liquid formats keep toilet care afloat
- Continuous innovation through fragrances
- Retail e-commerce continues to develop as a channel for toilet care
- PROSPECTS AND OPPORTUNITIES
- Move towards modern, premium toilet care
- Safer and eco-friendly products to enjoy growing retail space and demand
- Good prospects for private label
- CATEGORY DATA
- Table 49 Sales of Toilet Care by Category: Value 2018-2023
- Table 50 Sales of Toilet Care by Category: % Value Growth 2018-2023
- Table 51 NBO Company Shares of Toilet Care: % Value 2019-2023
- Table 52 LBN Brand Shares of Toilet Care: % Value 2020-2023
- Table 53 Forecast Sales of Toilet Care by Category: Value 2023-2028
- Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
- POLISHES IN ROMANIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Shrinking sales amid substitution and economic difficulties
- Continuous decline for shoe polish as consumer footwear preferences change
- Changing furniture demands impact polishes negatively
- PROSPECTS AND OPPORTUNITIES
- The online channel offers a bright spot amid a gloomy outlook for polishes
- Floor polish to benefit from home renovations as the economy recovers
- Out-of-home lifestyles offer some respite, but prevailing fashions trends are against shoe polish
- CATEGORY DATA
- Table 55 Sales of Polishes by Category: Value 2018-2023
- Table 56 Sales of Polishes by Category: % Value Growth 2018-2023
- Table 57 NBO Company Shares of Polishes: % Value 2019-2023
- Table 58 LBN Brand Shares of Polishes: % Value 2020-2023
- Table 59 Forecast Sales of Polishes by Category: Value 2023-2028
- Table 60 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
- AIR CARE IN ROMANIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Positive performance continues for air care amid the desire for a pleasant home environment
- Liquid air fresheners rides rapid development in brands, fragrances and distribution to post strong growth in demand
- Consumers welcome new fragrances
- PROSPECTS AND OPPORTUNITIES
- Product development and growing awareness and availability offer positive outlook for air care
- Significant developments to impact air care offer and distribution
- Local consumers' taste for modern products to stimulate liquid and electric air fresheners
- CATEGORY DATA
- Table 61 Sales of Air Care by Category: Value 2018-2023
- Table 62 Sales of Air Care by Category: % Value Growth 2018-2023
- Table 63 NBO Company Shares of Air Care: % Value 2019-2023
- Table 64 LBN Brand Shares of Air Care: % Value 2020-2023
- Table 65 Forecast Sales of Air Care by Category: Value 2023-2028
- Table 66 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
- HOME INSECTICIDES IN ROMANIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Fear of bed-bugs stimulates retail volume sales in 2023
- Electric insecticides rides premiumisation trend
- Health and safety grows in importance in new product development and marketing
- PROSPECTS AND OPPORTUNITIES
- Home insecticides to maintain development and growth trajectories
- Insecticide coils to enjoy differentiation appeal
- Manufacturers and the authorities are set to react to the changing environment
- CATEGORY DATA
- Table 67 Sales of Home Insecticides by Category: Value 2018-2023
- Table 68 Sales of Home Insecticides by Category: % Value Growth 2018-2023
- Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
- Table 70 NBO Company Shares of Home Insecticides: % Value 2019-2023
- Table 71 LBN Brand Shares of Home Insecticides: % Value 2020-2023
- Table 72 Forecast Sales of Home Insecticides by Category: Value 2023-2028
- Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
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