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Home Care in Croatia

  • ID: 2557447
  • Report
  • February 2020
  • Region: Croatia
  • 5 pages
  • Euromonitor International
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Home care experienced an undynamic performance in demand terms in 2019, as time-restricted urban consumers dedicated less time to household chores. This resulted in fewer specific products being purchased with a trend towards multi-functional home care that can address a number of different tasks becoming increasingly popular, such as multi-purpose cleaners and all purpose wet wipes within surface care.

The Home Care in Croatia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2024 illustrate how the market is set to change.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Home Care market
  • Pinpoint growth sectors and identify factors driving change
  • Understand the competitive environment, the market’s major players and leading brands
  • Use five-year forecasts to assess how the market is predicted to develop.
Note: Product cover images may vary from those shown
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  • Home Care in Croatia
  • February 2020
List of Contents and Tables
  • Executive Summary
  • Overall undynamic demand although niche areas of home care that offer higher specific value continue to gain consumers’ attention
  • Sustainability and concentrated formats continue to emerge as relevant trends
  • Despite strong presence of multinationals in home care, local player Saponia retains overall leadership
  • Modern grocery retailers remains dominant distribution channel, offering greater convenience to most consumers
  • Improved performance for home care over the forecast period with further development of innovative formats supporting stronger value growth
  • Market Indicators
  • Table 1 Households 2014-2019
  • Market Data
  • Table 2 Sales of Home Care by Category: Value 2014-2019
  • Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
  • Table 4 NBO Company Shares of Home Care: % Value 2015-2019
  • Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
  • Table 7 Distribution of Home Care by Format: % Value 2014-2019
  • Table 8 Distribution of Home Care by Format and Category: % Value 2019
  • Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
  • Sources
  • Summary 1 Research Sources
  • Headlines
  • Prospects
  • Value will continue to outperform volume as producers continue to develop innovative concentrated formulations
  • Engrained washing habits of Croatians makes them resistant to new technology and formats
  • Niche areas of liquid tablet detergents and ecological laundry care attract affluent consumers and add value to category
  • Competitive Landscape
  • Saponia retains leadership with wide product portfolio and continues to develop offer
  • Strong presence of multinationals with superior development capabilities
  • Global brand recognition attracts affluent consumers
  • CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2014-2019
  • Category Data
  • Table 12 Sales of Laundry Care by Category: Value 2014-2019
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
  • Table 14 Sales of Laundry Aids by Category: Value 2014-2019
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
  • Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
  • Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
  • Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
  • Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
  • Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
  • Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
  • Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
  • Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
  • Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Hand dishwashing to continue dominating demand with improving performance over the forecast period
  • Automatic dishwashing tablets continues to record strong growth due to demand for greater convenience
  • Potential for stronger penetration of dishwashers could be countered by smaller households
  • Competitive Landscape
  • Multinationals continue to dominate dishwashing due to strength in high-value category automatic dishwashing
  • Domestic players retain leadership of hand dishwashing due to long-established presence
  • Ecological segment could offer players opportunity for expansion and growth
  • CATEGORY INDICATORS
  • Table 26 Household Possession of Dishwashers 2014-2019
  • Category Data
  • Table 27 Sales of Dishwashing by Category: Value 2014-2019
  • Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
  • Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
  • Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
  • Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
  • Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Solid demand for surface care with multi-purpose cleaners remaining most popular type due to convenience and versatility
  • Home care wipes and floor cleaning systems to remain niche area of surface care
  • Gradual emergence of ecological brands in surface care
  • Competitive Landscape
  • Multinational players retain strong presence within surface care
  • Strong brand loyalty evident in surface care
  • Saponia continues to expand Eco Active Nature range
  • Category Data
  • Table 33 Sales of Surface Care by Category: Value 2014-2019
  • Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
  • Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
  • Table 37 NBO Company Shares of Surface Care: % Value 2015-2019
  • Table 38 LBN Brand Shares of Surface Care: % Value 2016-2019
  • Table 39 Forecast Sales of Surface Care by Category: Value 2019-2024
  • Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Undynamic performance with traditional usage of bleach as multi-purpose cleaning and disinfecting product
  • Younger consumers generally moving away from bleach due to environmental concerns
  • Strong perception of chlorine as effective ingredient will continue to attract older generations
  • Competitive Landscape
  • Domestos retains dominance of bleach as established and trusted brand
  • Limited competition from smaller players
  • Low presence of private label as efficiency takes priority over pricing
  • Category Data
  • Table 41 Sales of Bleach: Value 2014-2019
  • Table 42 Sales of Bleach: % Value Growth 2014-2019
  • Table 43 NBO Company Shares of Bleach: % Value 2015-2019
  • Table 44 LBN Brand Shares of Bleach: % Value 2016-2019
  • Table 45 Forecast Sales of Bleach: Value 2019-2024
  • Table 46 Forecast Sales of Bleach: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Recovery by toilet care supported by waning interest amongst younger Croatians in bleach
  • Growing interest in multi-functional ITBs and in-cistern devices adds value to toilet care
  • Further development of ecological toilet care can offer differentiation for players
  • Competitive Landscape
  • Multinationals continue to benefit from strong shelf positioning of their brands and higher advertising budgets
  • WC Net hopes to retain lost value share through new launches
  • Domestic players gain share with exit of private label line
  • Category Data
  • Table 47 Sales of Toilet Care by Category: Value 2014-2019
  • Table 48 Sales of Toilet Care by Category: % Value Growth 2014-2019
  • Table 49 NBO Company Shares of Toilet Care: % Value 2015-2019
  • Table 50 LBN Brand Shares of Toilet Care: % Value 2016-2019
  • Table 51 Forecast Sales of Toilet Care by Category: Value 2019-2024
  • Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Marginal recovery for polishes but changing consumer trends do not offer positive environment for stronger growth
  • Stagnation predicted for furniture polish due to shifting preferences for furniture materials
  • Retro interest in wooden flooring could rejuvenate floor polish sales
  • Competitive Landscape
  • Multinationals dominate polishes, although private label holds stable position with affordable options
  • Domestic players unable to compete, lacking large budgets for advertising
  • Polarising price positioning within polishes
  • Category Data
  • Table 53 Sales of Polishes by Category: Value 2014-2019
  • Table 54 Sales of Polishes by Category: % Value Growth 2014-2019
  • Table 55 NBO Company Shares of Polishes: % Value 2015-2019
  • Table 56 LBN Brand Shares of Polishes: % Value 2016-2019
  • Table 57 Forecast Sales of Polishes by Category: Value 2019-2024
  • Table 58 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Despite declining demand in 2019, air care is set to experience recovery
  • Spray/aerosol remains the most popular format due to more accessible price and versatility
  • Rising disposable incomes and changing attitudes will support further demand despite rising unit prices
  • Competitive Landscape
  • Multinationals continue to dominate air care, offering new scents to add value
  • Air Wick Pure marketed for its innovative vapour format
  • Lack of premium brands in candle air fresheners
  • Category Data
  • Table 59 Sales of Air Care by Category: Value 2014-2019
  • Table 60 Sales of Air Care by Category: % Value Growth 2014-2019
  • Table 61 NBO Company Shares of Air Care: % Value 2015-2019
  • Table 62 LBN Brand Shares of Air Care: % Value 2016-2019
  • Table 63 Forecast Sales of Air Care by Category: Value 2019-2024
  • Table 64 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Weak demand for home insecticides in line with lack of persistent insect plagues
  • Spray/aerosol remains most popular format, while electric insecticides is the only positive performer but high prices restrict overall size
  • Repellents restrict stronger sales of home insecticides in Croatia
  • Competitive Landscape
  • SC Johnson & Son retains dominance of home insecticides with wide product portfolio
  • Traditional local brand Pitroid enters lucrative category of electric insecticides
  • Advertising key to highlighting products due to lack of price differentiation between players
  • Category Data
  • Table 65 Sales of Home Insecticides by Category: Value 2014-2019
  • Table 66 Sales of Home Insecticides by Category: % Value Growth 2014-2019
  • Table 67 NBO Company Shares of Home Insecticides: % Value 2015-2019
  • Table 68 LBN Brand Shares of Home Insecticides: % Value 2016-2019
  • Table 69 Forecast Sales of Home Insecticides by Category: Value 2019-2024
  • Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024
Note: Product cover images may vary from those shown
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