Johnson Wax sales up 35%

Savvier consumers brought a 35% growth in the sales of Johnson Wax Romania, which is the main player on the market of home cleaning products.

“Romania posted the highest growth rate of all the European markets where we are operating. We think this dynamics is due to the emergence of modern trade, but also to higher focus on quality products for the homes,” says Umit Subasi, general manager of the Romanian branch of Johnson Wax.

Johnson Wax Romania, the local subsidiary of the US home cleaning products company, projects turnover worth $25 million for the fiscal year ending June 30, 35% higher year-on-year.

The company entered the Romanian market ten years ago and is now present on four large market segments: home deodorants (branded Glade), insecticides (Raid, Off!, Bygon and Auton), toilet products (Anitra) and furniture polish (Pronto). The company also holds the Mr Muscolo brand for specific cleaning products – glass, ovens, hydraulic.

Except for the segment of toilet cleaning products, the company is a leader on all the other markets, Subasi said, quoting a survey by MEMRB market research company.

The Romanian insecticides market (for moths, mosquitoes, flies, cockroaches) is estimated by the company at 15 million dollars annually. The main competing brands are Killtox, Motox and Bumtox (Kozmo), Flit (A.R.E.), Catch (Sara Lee) and Spira (Zobelle).

“Sales of insecticides are seasonal and they were not as dynamic as the other categories last year, since the mosquito season was weak. The upcoming season is likely to be the same, as well, because of the temperatures,” Subasi stated.

The company’s main rival on the home deodorants market, estimated at 11 million dollars, is Ambipur (Sara Lee). “This category has been the most dynamic over the last two years,” Subasi comments.

The biggest competitor for Pronto on the furniture polish market, worth an estimated 7.5 million dollars, is WipeOut (Interstar).

Toilet cleaning products make up a market worth 15 million dollars, the main rivals on this segment being Bref (Henkel), Pic (Interstar) and Flush (Sara Lee).

The Johnson Wax products sold on the Romanian market are manufactured in Holland, Great Britain and Italy. The company holds two smaller plants in Greece and Ukraine, aiming at other markets.
georgiana.stavarache@zf.ro