The rest of the money went to espresso machines, mixers and fruit juicers, which are small home appliances. Several foreign giants are competing on each of these market segments and a strong competitor on the large appliances segment is Romanian brand Arctic.
Local home appliances manufacturer Arctic, whose brands include the brand by same name and the international brand Beko, is a market leader on three segments of the large appliances market – cookers (along with ovens and cooktops), washing machines and refrigerators, show the data of market research company Euromonitor.
The company, which has a plant in Gaesti, Dambovita County in southern Romania, where it makes refrigerators and freezers, is the only one that is a market leader on several segments, thanks to the good image the Romanian brand with an almost 50-year history has. In comparison, Samsung ranks first by microwave oven sales, and Philips is the leader of the coffee machine market, according to the 2018 Euromonitor data.
“Large cooking appliances (cookers, ovens, cooktops i.e.) is dominated by large, trusted brands. Arctic (the only Romanian player in the category) continued to lead in 2018 through its Arctic and Beko brands. Retail volume sales of large cooking appliances recorded a moderate increase in 2018, although retail current value sales saw double-digit growth. This illustrates how Romanians are embracing more expensive and sophisticated products, as their purchasing power improves,” Euromonitor analysts say. The same goes for refrigerators or washing machines.
(English version by Loredana Fratila-Cristescu)