Detergent consumption fell slightly last year amid the price increase and the sector remains underdeveloped compared with other sectors in the region and in particular with western ones. But there is growth potential and the first sign of this is that consumption of fabric softener has tripled from 2005 until the present and consumption of household care products increased by 89% during the same period.
In all one Romanian spent RON66 (EUR15) for detergent, fabric softener and household care products in 2012.
“Consumption will increase in the next few years because Romania is still a long way behind other countries in terms of consumption per capita. In the last few years consumption of household care products has increased, with the price also pursuing a rising trend, in line with inflation,” says Kostas Fidanakis, 48, commercial manager of Interstar Chim, which makes and distributes cleaning products such as Bio Carpet and Rivex in Romania.
Interstar Chim’s rivals on this market are international giants such as P&G and Unilever, as well as local companies, such as Farmec.
(English version by Daniela Stoican)