Home & Laundry Care - Romania | Statista Market Forecast

Romania's Home & Laundry Care market is projected to generate revenue of US$848.70m in 2024.
It is anticipated that the market will experience an annual growth rate of 0.90% (CAGR 2024-2029).
Among the various segments, Laundry Care dominates the market with a volume of US$570.30m in 2024.
When compared globally, United States generates the highest revenue with US$32bn in 2024.
In terms of per capita income, in Romania generates US$43.26 in revenue per person in 2024.
Online sales are predicted to contribute 6.4% of the total revenue in the Home & Laundry Care market by 2024.
Despite economic challenges, Romania's Home & Laundry Care market is experiencing growth driven by increased urbanization and rising disposable incomes.

Definition:

The Home & Laundry Care market covers cleaning products used for private households. This market only takes into account consumable detergents for use in private households (B2C). Auxiliary cleaning equipment (e.g., mops and brooms) are not included. Professional products for industry use or household cleaning services (B2B) have also not been included.

Structure:

Home & Laundry consists of 4 different markets:

The Laundry Care covers all detergents purchased by consumers that are intended for the care of textiles in the form of powder, tabs, or liquids.
The Household market covers all consumer products used for the cleaning of surfaces, windows, and toilets.
The Dishwashing Detergents cover cleaning products used for washing up and cleaning dishes and cutlery. Both detergents for dishwashers and hand dishwashing detergents in liquid, powder, or tab form are included in this market.
The Polishes, Room Scents & Insecticides cover several specialty cleaning products for narrowly defined niche uses. The market includes polishes for shoes, floor, furniture, and coach care, along with room deodorants and household insecticides..

Additional Information:

The market comprises revenue, average revenue per capita, sales channel. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). For more information on the displayed data, click the info button on the right side of each box.

Laundry detergents
Household cleaners
Dishwashing detergents
Specialty products (polishes, room scents, household insecticides)
Cleaning products for private consumers (B2C)

Cleaning equipment (e.g. mops or cleaning cloths)
Cleaning services (laundry services, house cleaning)
Professional products for bulk consumers (B2B)

The Home & Laundry Care market in Romania is experiencing a mild decline, influenced by shifting consumer preferences towards eco-friendly products, increased competition, and economic factors that impact spending on household essentials.

Customer preferences: Consumers in Romania are increasingly prioritizing eco-friendly and sustainable home and laundry care products, reflecting a growing environmental awareness influenced by global and local movements. This shift is particularly prominent among younger demographics, who favor brands that align with their values of sustainability and social responsibility. Additionally, urbanization and busy lifestyles are driving demand for convenient, multipurpose cleaning solutions that save time and effort, further shaping preferences in this evolving market landscape.

Trends in the market: In Romania, the Home & Laundry Care market is experiencing a notable shift towards eco-friendly and sustainable products, driven by increased consumer awareness of environmental issues. This trend is particularly pronounced among younger consumers, who actively seek brands that reflect their values of sustainability and social responsibility. Concurrently, the rise of urbanization and fast-paced lifestyles is fueling a demand for convenient, multipurpose cleaning solutions that streamline household chores. As these trends continue to evolve, industry stakeholders must adapt their product offerings and marketing strategies to meet the changing preferences of Romanian consumers.

Local special circumstances: In Romania, the Home & Laundry Care market is shaped by a blend of historical traditions and modern consumer expectations. The country's rich cultural heritage emphasizes cleanliness and hospitality, driving demand for effective cleaning products. Additionally, Romania's diverse geography, from urban centers to rural areas, influences product distribution and accessibility. Regulatory initiatives promoting eco-friendly practices further encourage brands to innovate sustainably. As consumers increasingly prioritize health and environmental impact, companies must align their offerings with these local values to thrive in this evolving market landscape.

Underlying macroeconomic factors: The Home & Laundry Care market in Romania is significantly influenced by macroeconomic factors such as economic growth, consumer spending patterns, and fiscal policies. As Romania continues to experience economic expansion, rising disposable incomes enable consumers to invest more in quality cleaning products, enhancing market performance. Furthermore, inflation rates and exchange rates impact product pricing and affordability. Regulatory support for sustainable practices is also shaping the market, encouraging brands to innovate while adhering to eco-friendly standards. Additionally, global trends toward health and hygiene amplify the demand for effective home care solutions, further driving market dynamics in the region.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Consumers’ interest in cleaning supplies has kept on growing in the last few years. As awareness on the importance of good hygiene practices increases, so does the revenue of the global home and laundry care market, which was estimated to add up to nearly 200 billion U.S. dollars in 2024 and to grow to over 230 billion U.S. dollars by 2029. The United States is the leading region in the market, having recorded over 30 billion U.S. dollars in revenues as of 2023, followed by China and India.