Private Label Continues Penetration in Romania

Despite the fact that the average wages in Romania are still notably smaller than in developed countries, private label’s penetration in Home Care and Tissue and Hygiene industries remains significantly low. This could be mainly explained by dominating share of multinational players that historically preserve confident leadership in this country. However, over the next five years leading retailers are going to benefit both from introduce of their products within most dynamic and less matured categories and from brands improving positioning.