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Romanian detergent market

Procter&Gamble, Unilever, Henkel, Evyap, and Hayat Kimya are the five players controlling the Romanian detergent market, posting over 90 percent of the sales last year, and expect detergents to score a market share worth 43.2 percent in the premium segment, 8.6 percent in the economic segment, 8.6 percent in the superior segment and also 8.6 percent in that of the cheap detergents, in 2008, the Adevarul daily reads. It is worth mentioning the Romanians' tendency to buy expensive detergents, despite the fact their living standard is pretty low.

The premium detergents sales increased both in value and in volume, say the latest market surveys. Thus from a market share (in volume) worth 26.6 percent in 2005 they reached 34 percent this year.

The fast development of the supermarket and hypermarket chains, over the latest years allowed the detergent makers to sell the premium products for prices good for consumers. Likewise, the companies invested more in marketing their products. The volume of the cheap detergents' market share considerably curbed, namely from 17.7 to 12.5 percent, over 2005-2008.Hand wash detergents sold well till not long ago, but machine ones sell better now. The more diversified the consumers' conduct the more diverse the brands' promotion and marketing campaigns and the product's packaging became very important.

Market studies say that automatic detergents cover 68.6 percent of the sales in 2008, constantly higher than 54 percent in 2005, the hand wash detergent sales dropping from 46 to 31.4 percent, over the same period.

 

Sursa: http://www.rompress.ro

Tags: percent market detergents detergent

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