Consumer Appliances in Romania
Euromonitor International
January 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on consumer appliances
COVID-19 country impact
Company response
Retailing shift
What next for consumer appliances?
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2015-2020
Table 2 Replacement Cycles of Consumer Appliances by Category 2015-2020
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2020-2025
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2020-2025
MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2015-2020
Table 6 Sales of Consumer Appliances by Category: Value 2015-2020
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2015-2020
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2015-2020
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020
Table 13 Sales of Small Appliances by Category: Volume 2015-2020
Table 14 Sales of Small Appliances by Category: Value 2015-2020
Table 15 Sales of Small Appliances by Category: % Volume Growth 2015-2020
Table 16 Sales of Small Appliances by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Major Appliances: % Volume 2016-2020
Table 18 LBN Brand Shares of Major Appliances: % Volume 2017-2020
Table 19 NBO Company Shares of Small Appliances: % Volume 2016-2020
Table 20 LBN Brand Shares of Small Appliances: % Volume 2017-2020
Table 21 Distribution of Major Appliances by Format: % Volume 2015-2020
Table 22 Distribution of Small Appliances by Format: % Volume 2015-2020
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2020-2025
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2020-2025
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2020-2025
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2020-2025
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2020-2025
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2020-2025
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2020-2025
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2020-2025
Table 31 Forecast Sales of Small Appliances by Category: Volume 2020-2025
Table 32 Forecast Sales of Small Appliances by Category: Value 2020-2025
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2020-2025
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2020-2025
DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Reduced purchasing powers lead to declining volume sales, however some Romanians require extra freezer space due to stockpiling
Affluent consumers use lockdown as an opportunity to renovate their homes, thus leading built-in fridge freezers to record the most dynamic performance
LG launches the V+ fridge freezer collection in Romania
RECOVERY AND OPPORTUNITIES
Slowed economic recovery sees cash-strapped consumers prefer to repair than replace
Demand for low-priced brands and private label maintains steady unit prices
Investments to go ahead regardless of the pandemic which will generate employment and boost the recovery process
CATEGORY DATA
Table 35 Sales of Refrigeration Appliances by Category: Volume 2015-2020
Table 36 Sales of Refrigeration Appliances by Category: Value 2015-2020
Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2015-2020
Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2015-2020
Table 39 Sales of Freezers by Format: % Volume 2015-2020
Table 40 Sales of Freezers by Volume Capacity: % Volume 2015-2020
Table 41 Sales of Fridge Freezers by Format: % Volume 2015-2020
Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2015-2020
Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2016-2020
Table 44 Sales of Fridges by Volume Capacity: % Volume 2015-2020
Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2016-2020
Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2017-2020
Table 47 NBO Company Shares of Built-in Fridge Freezers: % Volume 2016-2020
Table 48 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020
Table 49 NBO Company Shares of Built-in Fridges: % Volume 2016-2020
Table 50 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020
Table 51 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020
Table 52 Production of Refrigeration Appliances: Total Volume 2015-2020
Table 53 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025
Table 54 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025
Table 55 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025
Table 56 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Reduced disposable incomes not only causes declining volume sales but also alters consumers' requirements from home laundry appliances
E-commerce gathers pace during lockdown as the majority of stores are forced to close
Producers focus on the smart laundry trend in order to maintain sales during the pandemic
RECOVERY AND OPPORTUNITIES
A slow recovery for home laundry appliances as purchasing powers continue to decline over the forecast period
Plans to develop local capital will benefit domestic home laundry appliance players
Arctic's new manufacturing facility to become increasingly significant over the forecast period
CATEGORY DATA
Table 57 Sales of Home Laundry Appliances by Category: Volume 2015-2020
Table 58 Sales of Home Laundry Appliances by Category: Value 2015-2020
Table 59 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020
Table 60 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020
Table 61 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020
Table 62 Sales of Automatic Washing Machines by Format: % Volume 2015-2020
Table 63 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020
Table 64 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020
Table 65 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020
Table 66 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020
Table 67 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020
Table 68 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025
Table 69 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025
Table 70 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025
Table 71 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Romanians prefer to wash dishes by hand as dishwashers remain an unessential product
E-commerce increases its value share as online retailers diversify their offerings
SC Arctic SA launches new smart technology for its Beko dishwashers
RECOVERY AND OPPORTUNITIES
A slow recovery for dishwashers as many Romanians continue to perceive them as unessential
Higher-income consumers continue to be the target audience for built-in dishwashers
SC Arctic SA invests EUR100 million into second manufacturing factory
CATEGORY DATA
Table 72 Sales of Dishwashers by Category: Volume 2015-2020
Table 73 Sales of Dishwashers by Category: Value 2015-2020
Table 74 Sales of Dishwashers by Category: % Volume Growth 2015-2020
Table 75 Sales of Dishwashers by Category: % Value Growth 2015-2020
Table 76 Sales of Dishwashers by Format: % Volume 2015-2020
Table 77 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020
Table 78 NBO Company Shares of Dishwashers: % Volume 2016-2020
Table 79 LBN Brand Shares of Dishwashers: % Volume 2017-2020
Table 80 Distribution of Dishwashers by Format: % Volume 2015-2020
Table 81 Forecast Sales of Dishwashers by Category: Volume 2020-2025
Table 82 Forecast Sales of Dishwashers by Category: Value 2020-2025
Table 83 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025
Table 84 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Volume sales drop in response to the pandemic as cash strapped consumers prefer to repair rather than replace
Smart technology innovations continue despite the COVID-19 crisis
Beko releases a new-built in oven with features such as CombiSteam, 3D cooking and slow cooking
RECOVERY AND OPPORTUNITIES
Recovery process heavily relies on the rebound of the economy and the property market
Private label increases its positioning as consumers opt for lower-priced items
E-commerce gathers pace as more brick-and-mortars focus on their online platforms
CATEGORY DATA
Table 85 Sales of Large Cooking Appliances by Category: Volume 2015-2020
Table 86 Sales of Large Cooking Appliances by Category: Value 2015-2020
Table 87 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020
Table 88 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020
Table 89 Sales of Built-in Hobs by Format: % Volume 2015-2020
Table 90 Sales of Ovens by Connected Appliances: % Volume 2016-2020
Table 91 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020
Table 92 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020
Table 93 NBO Company Shares of Built-in Hobs: % Volume 2016-2020
Table 94 NBO Company Shares of Ovens: % Volume 2016-2020
Table 95 NBO Company Shares of Cooker Hoods: % Volume 2016-2020
Table 96 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020
Table 97 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020
Table 98 NBO Company Shares of Cookers: % Volume 2016-2020
Table 99 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020
Table 100 Production of Large Cooking Appliances: Total Volume 2015-2020
Table 101 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025
Table 102 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025
Table 103 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025
Table 104 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Slower-paced lifestyles and the health and wellness trend leads to declining demand for microwaves during the pandemic
Premiumisation trend continues as consumers become more health-conscious
Samsung remains the most popular brand due to its good image amongst consumers
RECOVERY AND OPPORTUNITIES
Freestanding microwaves recover the quickest due to its lower pricing point
Brick-and-mortar retailers focus on their online presence in order to stay relevant and generating sales
Microwaves volume sales decline once again towards the end of the forecast period due to the health and wellness trend
CATEGORY DATA
Table 105 Sales of Microwaves by Category: Volume 2015-2020
Table 106 Sales of Microwaves by Category: Value 2015-2020
Table 107 Sales of Microwaves by Category: % Volume Growth 2015-2020
Table 108 Sales of Microwaves by Category: % Value Growth 2015-2020
Table 109 Sales of Microwaves by Connected Appliances: % Volume 2016-2020
Table 110 NBO Company Shares of Microwaves: % Volume 2016-2020
Table 111 LBN Brand Shares of Microwaves: % Volume 2017-2020
Table 112 Distribution of Microwaves by Format: % Volume 2015-2020
Table 113 Forecast Sales of Microwaves by Category: Volume 2020-2025
Table 114 Forecast Sales of Microwaves by Category: Value 2020-2025
Table 115 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025
Table 116 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown leads to an increased interest in cooking and baking, thus generating a greater demand for food preparation appliances
Slow juicers continue to perform well due to the growing health and wellness trend which has gathered pace since the outbreak of COVID-19
Studio Moderna launches the Multifresh 5 in 1 high-performance blender in 2020
RECOVERY AND OPPORTUNITIES
The growing health and wellness trend continues benefiting slow juicers, food processors and blenders
Promotions and innovation are the key factors of growth post pandemic
E-commerce gathers pace as consumers discover its convenience
CATEGORY DATA
Table 117 Sales of Food Preparation Appliances by Category: Volume 2015-2020
Table 118 Sales of Food Preparation Appliances by Category: Value 2015-2020
Table 119 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020
Table 120 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020
Table 121 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020
Table 122 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020
Table 123 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020
Table 124 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025
Table 125 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025
Table 126 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025
Table 127 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Spike in demand for hard pods due to home seclusion, closed coffee shops and a growing appetite for high-quality coffee
Lockdown and the health and wellness trend lead to changing consumption patterns of Romanian consumers
SEB Group Romania launches new smart electric grill OptiGrill Elite
RECOVERY AND OPPORTUNITIES
The health and wellness trend continues to stimulate growth for small cooking appliances as consumers search for products to facilitate healthy eating
E-commerce continues to capture more consumers using heavy promotions and special offers
Italian group De' Longhi plans to open a new production factory in Bihor
CATEGORY DATA
Table 128 Sales of Small Cooking Appliances by Category: Volume 2015-2020
Table 129 Sales of Small Cooking Appliances by Category: Value 2015-2020
Table 130 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020
Table 131 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020
Table 132 Sales of Freestanding Hobs by Format: % Volume 2015-2020
Table 133 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020
Table 134 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020
Table 135 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020
Table 136 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025
Table 137 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025
Table 138 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025
Table 139 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Vacuum cleaners see a slowdown in sales yet continue recording growth due to rising hygiene concerns surrounding the virus
Robotic vacuum cleaners show the most dynamic growth despite the pandemic due to its novelty and rising consumer awareness
Xiaomi releases two new successful products in 2020 despite the outbreak of COVID-19
RECOVERY AND OPPORTUNITIES
Vacuum cleaners recovery solely relies on the revival of the economy
Premiumisation trend shapes innovation as consumers seek highly efficient products
E-commerce will continue to capture consumers during Black Friday sales
CATEGORY DATA
Table 140 Sales of Vacuum Cleaners by Category: Volume 2015-2020
Table 141 Sales of Vacuum Cleaners by Category: Value 2015-2020
Table 142 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020
Table 143 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020
Table 144 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2016-2020
Table 145 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020
Table 146 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020
Table 147 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020
Table 148 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025
Table 149 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025
Table 150 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025
Table 151 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lack of socialising and reduced disposable incomes lead to a drop in volume sales for personal care appliances
More gender equalisation present within personal care appliances as men become the target audience as well as women
Phillips Romania launches new shaving machine with NanoTech blades in 2020
RECOVERY AND OPPORTUNITIES
Consumers wanting to look good post pandemic boosts the recovery process
Premiumisation remains a key trend as consumers favour features rather than low-pricing
More brands expected to become available through e-commerce over the forecast period
CATEGORY DATA
Table 152 Sales of Personal Care Appliances by Category: Volume 2015-2020
Table 153 Sales of Personal Care Appliances by Category: Value 2015-2020
Table 154 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020
Table 155 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020
Table 156 Sales of Body Shavers by Format: % Volume 2015-2020
Table 157 Sales of Hair Care Appliances by Format: % Volume 2015-2020
Table 158 NBO Company Shares of Personal Care Appliances 2016-2020
Table 159 LBN Brand Shares of Personal Care Appliances 2017-2020
Table 160 Distribution of Personal Care Appliances by Format: % Volume 2015-2020
Table 161 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025
Table 162 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025
Table 163 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025
Table 164 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers prioritise more essential products during the pandemic leading to a drop in demand
Air purifiers see a short spike in demand as consumers want more comfortable living conditions for lockdown
The pandemic creates a growing demand for products that offer multiple functionalities
RECOVERY AND OPPORTUNITIES
Premiumisation trend continues despite consumers wanting lower priced products
Online stores by chained specialist retailers set to become more popular
Consumers favour eco-friendly products as interest in environmental sustainability grows
CATEGORY DATA
Table 165 Sales of Air Treatment Products by Category: Volume 2015-2020
Table 166 Sales of Air Treatment Products by Category: Value 2015-2020
Table 167 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020
Table 168 Sales of Air Treatment Products by Category: % Value Growth 2015-2020
Table 169 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020
Table 170 NBO Company Shares of Air Treatment Products: % Volume 2016-2020
Table 171 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020
Table 172 Distribution of Air Treatment Products by Format: % Volume 2015-2020
Table 173 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025
Table 174 Forecast Sales of Air Treatment Products by Category: Value 2020-2025
Table 175 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025
Table 176 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025