Home Care in Romania

Abstract
Home care in Romania is seeing an overall positive performance in 2022, albeit with volume growth notably lower than value growth. There are various factors at play here: one being consumers’ higher home-hygiene standards which were inspired by the era of the COVID-19 pandemic; another being consumers’ return to out-of-home activities, thus less time spent at home and thus fewer cleaning opportunities; and a further key point being the inflationary pressures which are pushing up unit prices. Thi...

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 2027 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.

Content
Home Care in Romania
January 2023

List Of Contents And Tables

HOME CARE IN ROMANIA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sophisticated Romanian consumers become more demanding for modern formats and ergonomic evolution
Rising focus on eco-friendliness
Intensifying competition leads to novel approaches among players
PROSPECTS AND OPPORTUNITIES
Specific solutions will continue to be in high demand
Rising inflation will create challenges of consumer price-sensitivity
Constant innovation and new product launches expected
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Return to out-of-home lifestyles sees volume sales for dishwashing slump into negative figures
Automatic dishwashing continues to see a more dynamic performance
Strong focus on innovation remains, despite inflationary pressures
PROSPECTS AND OPPORTUNITIES
Positive forecasts for automatic dishwashing, driven by increasing dishwasher penetration in the country
Refilling stations will continue to help consumers to cut costs and protect the environment
Unit prices to keep on growing, in the short-term at least, driven by inflationary pressures
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Overall healthy surface care growth supported by consumers seeking both premium products and those which offer multiple uses
Local brands expand their portfolios following pandemic sales success
Growing focus on sustainability and environmental issues in surface care
PROSPECTS AND OPPORTUNITIES
Inflation will shape consumption habits in surface care
Eco-friendly products to gain more ground
Internet retailing to become increasingly relevant
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Surface Care: % Value 2018-2022
Table 38 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 41 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
A year of readjustment for bleach, as category returns to its declining trend after pandemic era boost
Inflation impacts unit prices in bleach
Growth of e-commerce set to support bulk sales of bleach, while brand Ace maintains its top place
PROSPECTS AND OPPORTUNITIES
Bleach will maintain negative trends over the forecast period
Ace will become more visible across different categories, enhancing the brand’s overall name
Prospects for private labels may lie ahead
CATEGORY DATA
Table 43 Sales of Bleach: Value 2017-2022
Table 44 Sales of Bleach: % Value Growth 2017-2022
Table 45 NBO Company Shares of Bleach: % Value 2018-2022
Table 46 LBN Brand Shares of Bleach: % Value 2019-2022
Table 47 Forecast Sales of Bleach: Value 2022-2027
Table 48 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers seek effective toilet care along with a fresh scent
Rising awareness of environmental impacts influences trends in toilet care
Demand for sophisticated fragrances inspires innovation
PROSPECTS AND OPPORTUNITIES
Premium positioning and added value will remain key trends over the forecast period
Rim liquids to grow faster than rim blocks, due to modernisation trends
Large pack sizes to see a good performance in light of inflationary pressures, with eco-friendly variants attracting higher-income consumers
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2017-2022
Table 50 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 52 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 53 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Another year of negative volume for old-fashioned category of polishes
Unit prices on the rise
Shoe polish declining due to ongoing casual fashion trends
PROSPECTS AND OPPORTUNITIES
Polishes will continue to face challenges with few opportunities ahead
Shoe polish likely to continue on a downwards slope due to ongoing fashion trends
Online sales to become more relevant, which could help to support small sales
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2017-2022
Table 56 Sales of Polishes by Category: % Value Growth 2017-2022
Table 57 NBO Company Shares of Polishes: % Value 2018-2022
Table 58 LBN Brand Shares of Polishes: % Value 2019-2022
Table 59 Forecast Sales of Polishes by Category: Value 2022-2027
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sustained demand for air care maintains positive value and volume growth
Rising consumer sophistication is reflected in premiumisation in air care
Liquid air fresheners continues to thrive as offer increases
PROSPECTS AND OPPORTUNITIES
Air care opportunities will increasingly reach rural communities
New fragrances and scent blends expected to emerge, as manufacturers remain competitive
Internet retailing still has room for growth
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2017-2022
Table 62 Sales of Air Care by Category: % Value Growth 2017-2022
Table 63 NBO Company Shares of Air Care: % Value 2018-2022
Table 64 LBN Brand Shares of Air Care: % Value 2019-2022
Table 65 Forecast Sales of Air Care by Category: Value 2022-2027
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for home insecticides is sustained, thus supporting both value and volume sales
Premiumisation and natural ingredients drive trends
Sales of insecticide coils rise as people look to keep mosquitos at bay
PROSPECTS AND OPPORTUNITIES
Good prospects ahead for home insecticides, driven by ongoing demand
Intensifying competition expected over the forecast period
Climate change will offer more opportunities to home insecticides
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2017-2022
Table 68 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 70 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 71 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 72 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027