Detergent market up 20%

The significant changes that have occurred on the detergent market, such as favouring premium laundry cleaning products over those on the medium segment, the increasingly high share accounted for by automatic detergent, as well as the introduction of special products, such as gel or liquid detergent, have contributed to the creation of an over 220 million-euro market, up by up to 20% against last year, according to players on the market. Detergents, the largest product category on the non-food consumer goods market, have an up to 91% penetration rate, and contribute up to 20% of the overall market. Moreover, the value that this market has reached places it third among consumer goods, after oil and carbonated drinks. However, Romanian customers are reluctant to take advantage of the producers’ innovations, and continue to use the washing powder they are familiar with. “Although detergent consumption per capita approaches the levels in other European countries, Romanian consumers are not sufficiently aware of the benefits provided by the various types of detergents. Additionally, 5% of the detergent used is liquid or gel, while in Hungary, liquid cleaning products account for 20% of the total, 33% in Slovenia and the European average is of over 40%,” said Marianina Bosman, senior product manager of the detergent division of Henkel Romania.