The medical disinfectant market has flipped: a Romanian manufacturer has overtaken imported brands in awareness and usage
Klintensiv announces the results of an independent brandBerry study confirming a generational shift in the medical market: professionals no longer choose foreign products “out of reflex.” The company links this result to its constant commitment to local production, with its own laboratory and manufacturing facilities.
Bucharest, 09.22.2026 — Romanian manufacturer Klintensiv has become the benchmark for the medical disinfectant market in Romania, surpassing international brands in both awareness and usage, according to a market study conducted by the independent research company brandBerry among medical professionals. Klintensiv is known by 92.6% of professionals, used by nearly half of the medical market (49.3%), and serves as the primary supplier for 37.1% of units with a declared supplier — nearly three times more than the next brand. For decades, in this field, “imported” was synonymous with “reliable”; the study shows that this presumption has been broken.
Beyond the numbers, the study’s message is about a shift in mindset. Klintensiv presents these results as confirmation of a strategic direction: a commitment to local production, with its own laboratory and manufacturing, in a field where trust is hard to earn and easy to lose.
What has actually changed in the professionals' decision-making
The study shows that the Romanian medical market has matured: the dominant selection criterion has become safety and compliance, not price. This is precisely the ground where a manufacturer with full control over the process — from formula to delivery — can compete on equal terms with international players. The reversal in awareness is, therefore, not an accident, but the natural consequence of this change in criteria.
“This reversal didn’t happen overnight and it’s not about marketing. A domestic manufacturer becomes a benchmark only when professionals begin to judge products by their results, not by their country of origin label. The study captures this exact moment of maturity in the Romanian market.”
— Dr. Romulus Oprica, Sociologist, Study Coordinator, brandBerry
“The confirmation from this study doesn't make us stop; it shows us where we still have work to do. Most of the market value is at stake in private practices, where we want to bring the same discipline we built working with hospitals. A small practice deserves the same standard as an intensive care unit.”
— Cristian Stanciu, Founder and CEO, Klintensiv
Key figures of the study
In detail, according to the study: in spontaneous awareness, Klintensiv is named more than twice as often as the next brand, and as the first mention (top of mind) 2.5 times more often. The Net Promoter Score (NPS) for Klintensiv measured by the study is approximately +49, compared to a market average of +39 — a gap indicating a level of loyalty above the category standard. Regarding purchasing criteria, the market prioritizes safety and compliance over price: 46% of respondents would pay 20% more for a product with superior performance, compared to 31% who would choose the standard affordable option.
About the study
The study was conducted by brandBerry among medical professionals in Romania through quantitative research on a representative sample of medical system professionals (margin of error ± 4%), with external validation against European data. The full methodology is available upon request.
About Klintensiv
Klintensiv is a Romanian manufacturer of disinfectants and hygiene solutions for the medical sector, with its own laboratory and production facilities in Romania. The company develops and manufactures locally, with control over the entire process, and provides medical units not only with products but also with training, procedures, and application guides. Klintensiv products reach over 300 public hospitals and tens of thousands of clinics and practices across the country.
Press contact: Filip Stanciu, Marketing Director Klintensiv
