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Home Care in Romania

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The COVID-19 pandemic continued to have a positive impact on sales of home care in 2021. In Romania, the interest in home care products and hygiene has increased, largely thanks to a new focus on preventative health. While product stockpiling was a key trend in 2020 this was not the case in in 2021 as consumers started to return to more normalised shopping behaviour.

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 2026 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.
Product Code: HCPRO

TABLE OF CONTENTS

EXECUTIVE SUMMARY

Home care in 2021: The big picture 2021 key trends Competitive landscape Retailing developments What next for home care? CHART 1: Home Care Value Sales Growth Scenarios: 2019-2026 CHART 2: Home Care Impact of Drivers on Value Sales: 2019-2026

MARKET INDICATORS

Table 1: Households 2016-2021

MARKET DATA

Table 2: Sales of Home Care by Category: Value 2016-2021 Table 3: Sales of Home Care by Category: % Value Growth 2016-2021 Table 4: NBO Company Shares of Home Care: % Value 2017-2021 Table 5: LBN Brand Shares of Home Care: % Value 2018-2021 Table 6: Penetration of Private Label in Home Care by Category: % Value 2016-2021 Table 7: Distribution of Home Care by Format: % Value 2016-2021 Table 8: Distribution of Home Care by Format and Category: % Value 2021 Table 9: Forecast Sales of Home Care by Category: Value 2021-2026 Table 10: Forecast Sales of Home Care by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1: Research Sources

LAUNDRY CARE IN ROMANIA

KEY DATA FINDINGS

2021 DEVELOPMENTS

COVID-19 continues to fuel demand for laundry care Premium products gaining ground Focus on sanitising laundry

PROSPECTS AND OPPORTUNITIES

The future is green Towards product diversification Liquid set to replace powder when it comes to detergents

CATEGORY INDICATORS

Table 11: Household Possession of Washing Machines 2016-2021

CATEGORY DATA

Table 12: Sales of Laundry Care by Category: Value 2016-2021 Table 13: Sales of Laundry Care by Category: % Value Growth 2016-2021 Table 14: Sales of Laundry Aids by Category: Value 2016-2021 Table 15: Sales of Laundry Aids by Category: % Value Growth 2016-2021 Table 16: Sales of Laundry Detergents by Category: Value 2016-2021 Table 17: Sales of Laundry Detergents by Category: % Value Growth 2016-2021 Table 18: NBO Company Shares of Laundry Care: % Value 2017-2021 Table 19: LBN Brand Shares of Laundry Care: % Value 2018-2021 Table 20: NBO Company Shares of Laundry Aids: % Value 2017-2021 Table 21: LBN Brand Shares of Laundry Aids: % Value 2018-2021 Table 22: NBO Company Shares of Laundry Detergents: % Value 2017-2021 Table 23: LBN Brand Shares of Laundry Detergents: % Value 2018-2021 Table 24: Forecast Sales of Laundry Care by Category: Value 2021-2026 Table 25: Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026

DISHWASHING IN ROMANIA

KEY DATA FINDINGS

2021 DEVELOPMENTS

Home seclusion fuels another year of strong growth Rising demand for efficiency Health and the environment inform new product development

PROSPECTS AND OPPORTUNITIES

Automatic dishwashing should see dynamic growth as players actively push their products Innovation set to play a key role in driving demand E-commerce could lead to a more expanded offer

CATEGORY INDICATORS

Table 26: Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27: Sales of Dishwashing by Category: Value 2016-2021 Table 28: Sales of Dishwashing by Category: % Value Growth 2016-2021 Table 29: NBO Company Shares of Dishwashing: % Value 2017-2021 Table 30: LBN Brand Shares of Dishwashing: % Value 2018-2021 Table 31: Forecast Sales of Dishwashing by Category: Value 2021-2026 Table 32: Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026

SURFACE CARE IN ROMANIA

KEY DATA FINDINGS

2021 DEVELOPMENTS

Consumers making more educated choices when buying surface care Consumers go in search of more natural cleaning solutions Local player enters the dynamic area of home care disinfectants

PROSPECTS AND OPPORTUNITIES

Consumers showing growing interest in their health and the environment Home care disinfectants will increase at a fast pace All purpose cleaning wipes set to benefit from convenience factor

CATEGORY DATA

Table 33: Sales of Surface Care by Category: Value 2016-2021 Table 34: Sales of Surface Care by Category: % Value Growth 2016-2021 Table 35: Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021 Table 36: Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021 Table 37: NBO Company Shares of Surface Care: % Value 2017-2021 Table 38: LBN Brand Shares of Surface Care: % Value 2018-2021 Table 39: Forecast Sales of Surface Care by Category: Value 2021-2026 Table 40: Forecast Sales of Surface Care by Category: % Value Growth 2021-2026

BLEACH IN ROMANIA

KEY DATA FINDINGS

2021 DEVELOPMENTS

Bleach still surfing the COVID-19 wave Players focus on diversifying their product offer and their marketing Private label receives growing interest but Procter & Gamble has an Ace up its sleeve when it comes to bleach

PROSPECTS AND OPPORTUNITIES

Health fears and competition from other products could spell bad news for bleach Ace set to retain dominance Growth in online sales seen to be one positive

CATEGORY DATA

Table 41: Sales of Bleach: Value 2016-2021 Table 42: Sales of Bleach: % Value Growth 2016-2021 Table 43: NBO Company Shares of Bleach: % Value 2017-2021 Table 44: LBN Brand Shares of Bleach: % Value 2018-2021 Table 45: Forecast Sales of Bleach: Value 2021-2026 Table 46: Forecast Sales of Bleach: % Value Growth 2021-2026

TOILET CARE IN ROMANIA

KEY DATA FINDINGS

2021 DEVELOPMENTS

Another year of growth for toilet care Romanians welcome new scents as players target premiumisation Rising interest in natural and sustainable products

PROSPECTS AND OPPORTUNITIES

Slower growth predicted as consumers return to busier lifestyles Sustainability becoming a pressing concern for Romanians E-commerce offers room for expansion

CATEGORY DATA

Table 47: Sales of Toilet Care by Category: Value 2016-2021 Table 48: Sales of Toilet Care by Category: % Value Growth 2016-2021 Table 49: NBO Company Shares of Toilet Care: % Value 2017-2021 Table 50: LBN Brand Shares of Toilet Care: % Value 2018-2021 Table 51: Forecast Sales of Toilet Care by Category: Value 2021-2026 Table 52: Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026

POLISHES IN ROMANIA

KEY DATA FINDINGS

2021 DEVELOPMENTS

Ongoing pandemic takes the shine off polishes Contrasting fortunes seen for shoe polish and floor polish Ongoing shift towards modern grocery retailers and e-commerce when shopping for polishes

PROSPECTS AND OPPORTUNITIES

Limited opportunities for growth seen in polishes Shoe polish threatened by switch to more casual footwear Floor polish set to benefit from consumers investing in higher quality flooring

CATEGORY DATA

Table 53: Sales of Polishes by Category: Value 2016-2021 Table 54: Sales of Polishes by Category: % Value Growth 2016-2021 Table 55: NBO Company Shares of Polishes: % Value 2017-2021 Table 56: LBN Brand Shares of Polishes: % Value 2018-2021 Table 57: Forecast Sales of Polishes by Category: Value 2021-2026 Table 58: Forecast Sales of Polishes by Category: % Value Growth 2021-2026

AIR CARE IN ROMANIA

KEY DATA FINDINGS

2021 DEVELOPMENTS

Another good year for air care in Romania Players continue to invest in new scents to gain an advantage Liquid air fresheners continues to thrive as offer increases

PROSPECTS AND OPPORTUNITIES

Air care looks set for a bright future despite potential challenges Innovation expected as consumers become more demanding Competition expected to intensify

CATEGORY DATA

Table 59: Sales of Air Care by Category: Value 2016-2021 Table 60: Sales of Air Care by Category: % Value Growth 2016-2021 Table 61: NBO Company Shares of Air Care: % Value 2017-2021 Table 62: LBN Brand Shares of Air Care: % Value 2018-2021 Table 63: Forecast Sales of Air Care by Category: Value 2021-2026 Table 64: Forecast Sales of Air Care by Category: % Value Growth 2021-2026

HOME INSECTICIDES IN ROMANIA

KEY DATA FINDINGS

2021 DEVELOPMENTS

Home seclusion boosts demand for home insecticides More natural scents among home insecticides Sales of insecticide coils rise as people look to keep mosquitos at bay

PROSPECTS AND OPPORTUNITIES

Good prospects for home insecticides amid climate uncertainty Local authorities' involvement Online sales to improve

CATEGORY DATA

Table 65: Sales of Home Insecticides by Category: Value 2016-2021 Table 66: Sales of Home Insecticides by Category: % Value Growth 2016-2021 Table 67: Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021 Table 68: NBO Company Shares of Home Insecticides: % Value 2017-2021 Table 69: LBN Brand Shares of Home Insecticides: % Value 2018-2021 Table 70: Forecast Sales of Home Insecticides by Category: Value 2021-2026 Table 71: Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026