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Consumers Drive Growth with Evolving Product Formats and Premiumisation
Home care in Romania demonstrated a mixed performance in 2025, with a slight growth in retail volume sales and a more significant increase in retail value sales. This was largely due to consumers seeking premium and sustainable products. Retail value sales increased by 9% to RON5.2 billion, influenced by the macroeconomic environment and consumer behaviour. With a median disposable income per household of RON128,491, consumers are cautious but willing to spend on premium home care products, particularly those with upgraded formulations and fragrances. The trend towards premiumisation and sustainability is expected to continue, driven by rising median disposable income and consumer education on environmental issues.
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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
Consumers Drive Growth with Evolving Product Formats and Premiumisation
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Consumers Drive Growth with Evolving Product Formats and Premiumisation
Laundry Care Dominates Sales with Steady Demand
Sustainability and Premiumisation Shape Home Care
Chart 2 Kaufland Encourages Home Care Packaging Recycling
Chart 3 Value Sales of Home Care 2020-2030
Chart 4 Volume Sales of Home Care 2020-2030
Chart 5 Value Sales of Home Care by Category 2025
Sustainability and Premiumisation to Drive Future Growth
Laundry Care to Maintain Dominance with Premiumisation Trend
Surface Care and Toilet Care to Drive Growth with Innovation
Chart 6 Forecast Value Sales of Home Care 2020-2030
Chart 7 Forecast Value Sales of Home Care by Category 2025-2030
Procter & Gamble and Henkel Contribute to Market Consolidation
Local Players and Trends Shape Competitive Landscape
Chart 8 Analyst Insight for Home Care
New Product Formats Drive Innovation with a Convenience Focus
Chart 9 Sano Launches a New Product Format
Premium Products Gain Traction with Upgraded Formulations and Fragrances
Chart 10 Bref Launches Unique Collection of Toilet Care
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Chained Grocery Retailers Dominate Home Care Sales
Retail E-Commerce Gains Traction with Operational Improvements
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Insecticides
Chart 15 Real GDP Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Insecticides
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Romania
Key Data Insights
Romanians Increasingly Seek Premium and Wellness-Focused Air Care Solutions
Chart 21 Key Industry Trends for Air Care
Romanians Increasingly Seek Premium and Wellness-Focused Air Care Solutions
Local Brands and Private Label Drive Innovation and Market Share
Chart 22 Local Brand Launches Premium Air Care Experience.
Product Innovation and Packaging Differentiation Gain Importance
Chart 23 Glade Launches Aromatherapy Reed Diffuser in 2025 in Romania
Chart 24 Value Sales of Air Care 2020-2030
Chart 25 Volume Sales of Air Care 2020-2030
Chart 26 Value Sales of Air Care by Category 2025
Premium and Sustainable Air Care Solutions Gain Traction
Electric Air Fresheners to Drive Growth with Customisation
Smart Home Integration and Premiumisation to Shape the Industry
Chart 27 Forecast Value Sales of Air Care 2020-2030
Chart 28 Forecast Value Sales of Air Care by Category 2025-2030
Leading Players Maintain Dominance through Innovation
Opportunities Emerge for Businesses in a Growing Market
Chart 29 Dm Launches Profissimo Air Care Private Label in 2025
Chart 30 Company Shares of Air Care 2025
Chart 31 Brand Shares of Air Care 2025
Grocery Retailers Maintain Dominance with Diverse Offerings
Retail E-Commerce Drives Growth with Convenience and Variety
Chart 32 Retail Channels for Air Care 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real GDP Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025
Bleach in Romania
Key Data Insights
Sano Launches Ergonomic and User-Friendly Format, Driving Innovation
Chart 40 Key Industry Trends for Bleach
Sano Launches Ergonomic and User-Friendly Format, Driving Innovation
Chart 41 Sano Launches Ergonomic and User-Friendly Format
Laundry Care Gains at the Expense of Bleach Sales
Chart 42 Value Sales of Bleach 2020-2030
Chart 43 Volume Sales of Bleach 2020-2030
Growing Sustainability and Health Worries Are Causing a Decline in Bleach Sales
Innovative Packaging and Formats to Characterise Bleach Products
Economic Stability and Consumer Confidence to Influence Bleach Sales
Chart 44 Forecast Value Sales of Bleach 2020-2030
Leading Players Maintain Dominance through Brand Tradition and Innovation
Chart 45 Analyst Insight for Bleach
Opportunities Arise From Shifting Consumer Preferences and Trends
Chart 46 Company Shares of Bleach 2025
Chart 47 Brand Shares of Bleach 2025
Hypermarkets Lead Bleach Sales through Diversified Product Portfolios
Retail E-Commerce Gains Traction with Investments in Logistics
No New Retail Concepts or Collaborations to Emerge in 2026
Chart 48 Retail Channels for Bleach 2020-2025
Chart 49 Economic Context for Bleach
Chart 50 Real GDP Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Bleach
Chart 53 Population 2020-2030
Chart 54 Consumer Expenditure 2020-2030
Chart 55 Population by Generation 2025
Dishwashing in Romania
Key Data Insights
Henkel and Dm Drive Premiumisation and Affordability
Chart 56 Key Industry Trends for Dishwashing
Henkel and Dm Drive Premiumisation and Affordability
Chart 57 Somat Launches Product with Improved Formula
Dm broadens private label range with sustainable choices
Eco-friendly innovation gains momentum through sustainability
Chart 58 Farmec Launches Nufar Verde Vesela
Chart 59 Value Sales of Dishwashing 2020-2030
Chart 60 Volume Sales of Dishwashing 2020-2030
Chart 61 Value Sales of Dishwashing by Category 2025
Romania's Dishwashing Market to Grow Driven by Sustainability and Changing Consumer Habits
Automatic Dishwashing to Overtake Hand Dishwashing
Premiumisation and Innovation to Shape Competitive Landscape
Chart 62 Forecast Value Sales of Dishwashing 2020-2030
Chart 63 Forecast Value Sales of Dishwashing by Category 2025-2030
Procter & Gamble and Henkel Maintain Lead through Premiumisation
Chart 64 Analyst Insight for Dishwashing
Sustainability and Local Players Drive Future Opportunities
Chart 65 In 2025, Dm is broadening its range of private label dishwashing products
Chart 66 Company Shares of Dishwashing 2025
Chart 67 Brand Shares of Dishwashing 2025
Chained Modern Retailers Drive Sales with Strong Coverage
E-Commerce Gains Traction with Omnichannel and Pure-Play Players
Chart 68 Retail Channels for Dishwashing 2020-2025
Chart 69 Economic Context for Dishwashing
Chart 70 Real GDP Growth 2020-2030
Chart 71 Inflation 2020-2030
Chart 72 Consumer Context for Dishwashing
Chart 73 Population 2020-2030
Chart 74 Consumer Expenditure 2020-2030
Chart 75 Population by Generation 2025
Home Insecticides in Romania
Key Data Insights
Growing Demand for Healthier and More Effective Home Insecticides
Chart 76 Key Industry Trends of Home Insecticides
Growing Demand for Healthier and More Effective Home Insecticides
Chart 77 Raid Launched Odorless, Plant-Based Product.
Spray and Aerosol Insecticides Continue to Lead the Market, While Electric Insecticides Are Fuelling Growth
Rising Demand Fuelled by Widespread Pests and Shifting Consumer Tastes
Chart 78 Value Sales of Home Insecticides 2020-2030
Chart 79 Volume Sales of Home Insecticides 2020-2030
Chart 80 Value Sales of Home Insecticides by Category 2025
More and More Consumers Are Choosing Healthier and More Sustainable Options
Sustainability and Technology Drive Growth in Key Subcategories
Business Impact of Trends and Challenges
Chart 81 Forecast Value Sales of Home Insecticides 2020-2030
Chart 82 Forecast Value Sales of Home Insecticides by Category 2025-2030
Sc Johnson Wax Srl Maintains Dominance through Innovation
Chart 83 Analyst Insight for Home Insecticides
Chart 84 Company Shares of Home Insecticides 2025
Chart 85 Brand Shares of Home Insecticides 2025
Chained Hypermarkets Lead Home Insecticides Sales
Retail E-Commerce Emerges as Dynamic Sales Channel
Chart 86 Retail Channels for Home Insecticides 2020-2025
Chart 87 Economic Context for Home Insecticides
Chart 88 Real GDP Growth 2020-2030
Chart 89 Inflation 2020-2030
Chart 90 Consumer Context for Home Insecticides
Chart 91 Population 2020-2030
Chart 92 Consumer Expenditure 2020-2030
Chart 93 Population by Generation 2025
Laundry Care in Romania
Key Data Insights
Slowing Volume Growth Amid Economic Pressure
Chart 94 Key Industry Trends for Laundry Care
Slowing Volume Growth Amid Economic Pressure
Laundry Detergents Dominate Market Share
Evolving Product Formats Drive Innovation
Chart 95 Eclar Launches Detergent Combining Baking Soda and Osmotized Water.
Chart 96 Value Sales of Laundry 2020-2030
Chart 97 Volume Sales of Laundry 2020-2030
Chart 98 Value Sales of Laundry by Category 2025
Sustainability and Convenience Drive Future Growth
Concentrated Liquid Detergents and Laundry Aids Drive Market Expansion
Chart 99 Forecast Value Sales of Laundry 2020-2030
Chart 100 Forecast Value Sales of Laundry by Category 2025-2030
Chart 101 Analyst Insight for Laundry Care
Top Companies Sustain Their Dominance by Focusing on Innovation and Corporate Social Responsibility
Premium Concentrated Liquid Detergents Are Gaining Popularity
Chart 102 Henkel Launches Perwoll Light Colors
Chart 103 Company Shares of Laundry 2025
Chart 104 Brand Shares of Laundry 2025
Hypermarkets Lead Laundry Care Sales through Expansive Offerings
Retail E-Commerce Drives Growth with Convenience and Variety
Chart 105 Retail Channels for Laundry 2020-2025
Chart 106 Economic Context for Laundry Care
Chart 107 Real GDP Growth 2020-2030
Chart 108 Inflation 2020-2030
Chart 109 Consumer Context for Laundry Care
Chart 110 Population 2020-2030
Chart 111 Consumer Expenditure 2020-2030
Chart 112 Population by Generation 2025
Polishes in Romania
Key Data Insights
Rising Prices and Changing Consumer Habits Hit Sales
Chart 113 Key Industry Trends for Polishes
Rising Prices and Changing Consumer Habits Hit Sales
Furniture Polish Dominates Sales
Multifunctionality Drives Innovation and Growth
Chart 114 Farmec introduces Nufar Lemn Parchet, a floor polish that provides multiple benefits
Chart 115 Value Sales of Polishes 2020-2030
Chart 116 Volume Sales of Polishes 2020-2030
Chart 117 Value Sales of Polishes by Category 2025
Consumers Drive Demand for Eco-Friendly and Multifunctional Products
Furniture Polish Remains Dominant but Faces Decline
Eco-Friendly and Multifunctional Trends to Shape the Future
Chart 118 Forecast Value Sales of Polishes 2020-2030
Chart 119 Forecast Value Sales of Polishes by Category 2025-2030
Chart 120 Analyst Insight for Polishes
Large Multinationals Dominate with Strong Brand Portfolios
Chart 121 Company Shares of Polishes 2025
Chart 122 Brand Shares of Polishes 2025
Grocery Retailers Dominate Polishes Sales in Romania
Retail E-Commerce Gains Traction with Improved Infrastructure
Chart 123 Retail Channels for Polishes 2020-2025
Chart 124 Economic Context for Polishes
Chart 125 Real GDP Growth 2020-2030
Chart 126 Inflation 2020-2030
Chart 127 Consumer Context for Polishes
Chart 128 Population 2020-2030
Chart 129 Consumer Expenditure 2020-2030
Chart 130 Population by Generation 2025
Surface Care in Romania
Key Data Insights
Romania's Surface Care Market Grows with Demand for Efficient Cleaning Solutions
Chart 131 Key Industry Trends for Surface Care
Romania's Surface Care Market Grows with Demand for Efficient Cleaning Solutions
Chart 132 Sano Launches Jet+ in 2025
Multi-Purpose Cleaners Lead Surface Care Sales
Home Care Disinfectants See Significant Growth
Chart 133 Bolton Romania Relaunched Its Meglio Product Range
Chart 134 Value Sales of Surface Care 2020-2030
Chart 135 Volume Sales of Surface Care 2020-2030
Chart 136 Value Sales of Surface Care by Category 2025
Consumers Drive Demand for Sustainable and Convenient Solutions
Multi-Purpose Cleaners Remain Dominant, Specialised Alternatives Grow
Innovation and Sustainability Drive Business Growth and Differentiation
Chart 137 Forecast Value Sales of Surface Care 2020-2030
Chart 138 Forecast Value Sales of Surface Care by Category 2025-2030
Chart 139 Analyst Insight for Surface Care
Unilever and Local Players Drive Market Concentration
Innovation and Sustainability Drive Business Opportunities
Evolving Product Formats Drive Innovation and Sales
Private Label and Direct-To-Consumer Sales Influence Market Dynamics
Chart 140 Company Shares of Surface Care 2025
Chart 141 Brand Shares of Surface Care 2025
Chained Grocery Retailers Dominate Surface Care Sales
Retail E-Commerce Gains Traction with Convenience and Discounts
Chart 142 Retail Channels for Surface Care 2020-2025
Chart 143 Economic Context for Surface Care
Chart 144 Real GDP Growth 2020-2030
Chart 145 Inflation 2020-2030
Chart 146 Consumer Context for Surface Care
Chart 147 Population 2020-2030
Chart 148 Consumer Expenditure 2020-2030
Chart 149 Population by Generation 2025
Toilet Care in Romania
Key Data Insights
Premium Products Drive Sales with Innovative Features
Chart 150 Key Industry Trends for Toilet Care
Premium Products Drive Sales with Innovative Features
Sustainability Gains Traction with Eco-Friendly Products
Rim Blocks Dominate, Toilet Liquids/Foam Show Dynamic Growth
Chart 151 Value Sales of Toilet Care 2020-2030
Chart 152 Volume Sales of Toilet Care 2020-2030
Chart 153 Value Sales of Toilet Care by Category 2025
Chart 154 Unilever Launches Domestos Power Foam
Growing Health and Environmental Awareness Will Support Demand for Premium and Sustainable Products
Toilet Liquids/Foam to Lead Growth, Rim Blocks Remain Largest Product Area
Innovation and Sustainability to Shape Business Strategies
Chart 155 Forecast Value Sales of Toilet Care 2020-2030
Chart 156 Forecast Value Sales of Toilet Care by Category 2025-2030
Chart 157 Analyst Insight for Toilet Care
Large Multinationals Dominate Sales with Strong Brand Presence
Chart 158 Company Shares of Toilet Care 2025
Chart 159 Brand Shares of Toilet Care 2025
Chained Grocery Retailers Lead with Extensive Portfolios
Retail E-Commerce Gains Ground with Convenience and Variety
Chart 160 Retail Channels for Toilet Care 2020-2025
Chart 161 Economic Context for Toilet Care
Chart 162 Real GDP Growth 2020-2030
Chart 163 Inflation 2020-2030
Chart 164 Consumer Context for Toilet Care
Chart 165 Population 2020-2030
Chart 166 Consumer Expenditure 2020-2030
Chart 167 Population by Generation 2025
Country Reports Disclaimer
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 definitions
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This report originates from Passport, our Home Care research and analysis database.
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