Local sales of detergent increased by about one third compared with the 2010 low, driven by the improvement in purchasing power in the last few years.
The market is clearly dominated by three international giants and Procter & Gamble as the undisputed leader. P&G, whose brands include Ariel and Tide had a market share of more than 40% in 2017. Second leading player is Unilever, with Romanian Dero brand, which is made locally. This is the only detergent brand made in Romania out of the top brands. There is also the German-held Dalli plant in Timisoara, acquired from P&G, which makes private label powder detergent for retailers like dm drogerie market and Lidl.
Private labels do not have a strong position on a market dominated by P&G, Unilever and Germany’s Henkel with Persil. The three account for more than 85% of the market.
“The detergents of the three multinationals have been heavily promoted in Romania, and the companies bet on a new design and innovation,” Euromonitor says.
(English version by Loredana Fratila-Cristescu)