Study: Romanians spend monthly between RON 100 and 200 on household cleaning products

Aurel Dragan 16/05/2019 | 16:23

Almost one third of Romanians spend monthly between RON 100 to 200 for the purchase of household cleaning products. The most bought products are automatic laundry detergent, laundry conditioner and hand dishwashing detergent – 4 out of 10 Romanians acquire monthly a product of the aforementioned, according to a survey conducted in the online environment at the request of ImportDirect.ro, a hard discount online retailer and one of the largest direct importers of original and quality products in Romania.

Most Romanians use washing machines to clean their clothes, over 96 percent of households in the urban area having at least one washing machine, according to the poll.

For clothes washing, Romanians use powder detergents (40.1 percent of respondents) and liquid (34 percent). Capsule detergents are preferred by 24.9 percent of Romanians and about 1 percent buy other types of detergents, such as those specifically formulated according to the model of the washing machine or other niche considerations.

“The solutions used for automatic washing of clothes are on the top of the Romanians’ shopping list, as the washing machine is present in almost any urban home. As consumers become more aware of the specific fabric treatment and at the same time have new washing machines with newer technologies, the ratio between the classical powder and liquid detergent or the capsules is in favor of the second category. This consumption behavior is noticeable among our customers, who are showing increasing interest in liquid detergents and capsules, especially since the prices of these products are becoming more affordable,” says Zsolt FÓRIKA, CEO of ImportDirect.ro.

The amount allocated by most Romanians (44.7 percent) for the purchase of automatic laundry detergent is between RON 50 and 100. Nearly 30 percent spend between RON 30 and 50 when buying laundry detergent and 12.6 percent of the respondents have a budget of over 100 lei per purchase. Less than 2 percent buy cheaper detergent RON 15 per purchase.

What brands of laundry detergent are used

In a top of the most used laundry detergent brands, Ariel (75.6 percent of Romanians said they use this brand) and Persil (mentioned by 46.6 percent of the respondents) lead in the Romanians’ preferences.

“The results of this survey confirm the consumption behavior of our customers who are accustomed to buying more brands of laundry detergent, which they use alternatively. Among our customers, we are seeing an increased interest in the detergent category for Savex, a brand that is distinguished by the variety of products and affordable prices,” says Zsolt FÓRIKA, CEO of ImportDirect.ro.

The online store ImportDirect.ro lists original and quality products from the best-known brands of laundry detergents at very good prices, accessible to all. In order to offer these prices, ImportDirect.ro works directly with the producers of the products sold and works with limited stocks mainly from stock heads.

How much a Romanian spends per month on cleaning products

Bathroom and kitchen cleaning products, floor washing solutions, windows, etc. and bleaching detergents and stain removers fill the list of the most purchased household cleaning products, being purchased monthly by 3 out of 10 Romanians.

At the opposite end, with the lowest monthly purchases, room odorizers are found (about 25 percent of Romanians buy them monthly), antique solutions (almost 19 percent), laundry soap (12.7 percent) and manual laundry detergent, which is found in the monthly shopping cart for 10 percent of Romanians.

For these purchases, almost a third (about 30 percent) of Romanians allocate monthly between RON 100 and 200, while 22 percent spend between RON 80 and 100, and 13 percent have a monthly budget between RON 200 and 300. Almost 2 percent of respondents say they allocate over RON 500 for monthly purchases of household cleaning products.

Online purchases

At the time of the survey (end of March 2019), 14.11 percent of respondents bought online at least one such cleaning product. 12.53 percent made such a purchase in the last two weeks, and 15.92 percent bought in the last month. At the same time, 22.26 percent have never purchased online products in this category.

Payment of online shopping that includes household cleaning products is the most common cash on the courier when the order is delivered – 63 percent of respondents choose this option. At the same time, 33.7 percent pay with the online card for placing the order, and about 2 percent with the courier card, the difference of just over 1 percent paying by OP, according to the opinion poll.

The quoted opinion poll was conducted in the online environment at the request of ImportDirect.ro, at the end of March 2019, on a sample of 1,826 respondents, aged over 18, from urban areas. The poll error margin is +/- 2 percent.

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