Home Care in Romania

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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