Table of Content

Home Care in Romania
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Increased laundry washing in 2020 sees laundry care receive a boost
Affordability and sustainability are key factors for success in 2020
Procter & Gamble remains the clear leader and is set to open a new plant in Romania
RECOVERY AND OPPORTUNITIES
Concentrated products will gain ground as consumers seek efficient and sustainable laundry care solutions
Environmental awareness and concerns about harsh chemicals will drive growth in products with natural positioning
Premiumisation will remain strong, despite ongoing economic uncertainty
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Increased consumption and price hikes see volume and value growth in dishwashing in 2020
Automatic dishwashing sees outstanding value and volume growth in 2020
Procter & Gamble overtakes Henkel in 2020 to take the top spot in dishwashing
RECOVERY AND OPPORTUNITIES
Rising disposable incomes will drive growth in automatic dishwashing in the future
Product innovation will focus on environmental and wellness concerns
New product development will be a key factor in success
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home care disinfectants sees exceptional growth in 2020 as consumers become scrupulous about hygiene practices
Stockpiling trends and supply chain disruption see larger pack sizes grow in popularity
Unilever continues to lead in 2020 thanks to the strong performance of its Cif brand
RECOVERY AND OPPORTUNITIES
Value for money and practicality will be key features in the future
Premiumisation and specialisation will be increasingly visible in surface care
Green products will gain ground in surface care in the future
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Bleach gets a boost in 2020 as consumers remain concerned about virus transmission on surfaces
Bleach players trying to market bleach as good for cleaning the house, not just for laundry purposes
Ace continues to dominate sales of bleach in Romania in 2020
RECOVERY AND OPPORTUNITIES
Bleach has a gloomy future, and multiple factors will contribute to decline over the forecast period
Channel shifts will see sales of bleach grow in online retail channels while declining in traditional grocery retailers
Limited innovation will likely take the form of new fragrances
CATEGORY DATA
Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Strong performance for toilet care in volume and value terms in 2020
Henkel maintains its leads in toilet care in 2020 with its popular Bref brand
Discounts and larger pack sizes attract consumers looking to save money and time spent shopping
RECOVERY AND OPPORTUNITIES
Greater awareness of hygiene and time spent at home will benefit toilet care in the future
Social responsibility and environmental awareness will drive innovation in toilet care in the future
E-commerce sales of toilet care will continue to grow
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The shine is off polishes in 2020 as lockdown reduces income and opportunity for travel outside the home
Pronto retains the top spot in polishes in 2020 ahead of Kiwi
Consumers take a shine to e-commerce in 2020, boosting online sales of polish
RECOVERY AND OPPORTUNITIES
Some recovery in polishes is expected, but the overall direction is one of decline
More formats will become available in shoe polish as players try to diversify
Environmental concerns will steer consumers and players towards natural formulations
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Air care demand rises in 2020 as more Romanians remain home-based
Reckitt Benckiser continues to lead air care in 2020 with its Air Wick brand
Natural air care products become popular with affluent and health-conscious consumers
RECOVERY AND OPPORTUNITIES
Electric air care will drive growth, and Romanians will opt for more natural formulas
Greater diversification will be seen in air care across the forecast period
Car air fresheners will get a boost from a return to commuting and ongoing fears of contagion
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 NBO Company Shares of Air Care: % Value 2016-2020
Table 64 LBN Brand Shares of Air Care: % Value 2017-2020
Table 65 Forecast Sales of Air Care by Category: Value 2020-2025
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home insecticides records good growth in 2020, albeit at a slower rate than seen previously
Multi-purpose products on the increase as consumers seek multifunctionality
Raid remains the leading home insecticide brand in Romania ahead of Aroxol
RECOVERY AND OPPORTUNITIES
Climate change likely to bode well for future sales of home insecticides
E-commerce will continue to boost sales in home insecticide as consumers move towards online channels
Concerns about health and wellbeing will see players adopt more natural approaches
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2015-2020
Table 68 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 70 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 71 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 72 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025