Home care in 2024: The big picture
Home care saw retail value sales rise in Romania in 2024, while volume sales stagnated. The price cap on food products generated a waterbed effect that was reflected in soaring unit price increases for laundry care and dishwashing in 2023.
2024 key trends
In 2024, the main drivers of demand in home care were efficacy, convenience, innovation, lower prices and promotions. Promotional campaigns, such as Black Friday, became more relevant than in previous years and generated a spike in home care sales in 2024.
Competitive landscape
Large international players, such as Unilever, Henkel and Procter & Gamble, remain the well-established leaders in home care in Romania, though the market is still fragmented. These players are constantly innovating, investing heavily in marketing activity and their products are ubiquitous amongst the retailers in the country.
Retailing developments
Large chained grocery retailers (hypermarkets, discounters, and supermarkets) remained Romanian consumers' favourite shopping destinations for home care products in 2024. Nonetheless, the declining small local grocers channel continued to hold the second highest retail value share.
What next for home care?
Home care is set to follow a positive trend in the Romanian market over the forecast period, with consumers expected to purchase products offering efficacy and convenience, as well as those that address consumers’ concerns about potential health risks associated with home care products. Furthermore, sustainability will become an increasingly important factor in consumers’ purchasing decisions.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Romania report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Romania?
- Which are the leading brands in Home Care in Romania?
- How are products distributed in Home Care in Romania?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Romania
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Romania
KEY DATA FINDINGS
Growth amidst cautious behaviour
Focusing on innovation
Cocooning favours air care consumption
Fragrance-related innovations expected
Omnichannel approach leading to soaring air care sales online
Electric air fresheners to see significant growth
Bleach in Romania
KEY DATA FINDINGS
Poor performance for bleach in 2024
Ace – category’s adaptable leader
Internet sales are growing
Projected decline for bleach
Macroeconomic threats for the category
Going green
Dishwashing in Romania
KEY DATA FINDINGS
Strong unit price increases for dishwashing
Discounting reigns supreme
Marketing efforts pay off
Implications of health and wellness trends
Good prospects for automatic dishwashing
Towards a sustainable approach
Home Insecticides in Romania
KEY DATA FINDINGS
Positive performance for home insecticides
Health concerns impacting home insecticides landscape
Both universal and specialised solutions growing
Embracing health friendly products
Potential macroeconomic risks
Ongoing diversification
Laundry Care in Romania
KEY DATA FINDINGS
Waterbed effect impacting laundry care unit prices
Innovation and convenience drive sales
Manufacturing developments in Romania
Health and wellness to exert growing influence
Consumers to embrace green and efficient detergents
Outstanding performance expected from concentrated liquid detergents
Polishes in Romania
KEY DATA FINDINGS
Volume sales in decline
Continuous challenges for polishes
Modern retailers account for largest proportion of polishes sales
Declining demand for polishes
Surface care will remain the main competition for polishes
Eco-friendlier polishes expected to become more widely available
Surface Care in Romania
KEY DATA FINDINGS
Ongoing premiumisation within surface care
Consumer safety in the limelight
Dynamic performance of wipes
Innovation will drive growth
Towards more sustainable products
Growth opportunities for surface care
Toilet Care in Romania
KEY DATA FINDINGS
Price sensitivity and premiumisation coexist within toilet care
Consumers demand convenient products
Discounters and internet retailers expand
Good prospects for toilet care
Sustainable products on the rise
Toilet liquids/foam to lead growth
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Home Care research and analysis database.
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