Product Code: HCPSK
TABLE OF CONTENTS
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1: Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2: Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1: Households 2016-2021
MARKET DATA
Table 2: Sales of Home Care by Category: Value 2016-2021
Table 3: Sales of Home Care by Category: % Value Growth 2016-2021
Table 4: NBO Company Shares of Home Care: % Value 2017-2021
Table 5: LBN Brand Shares of Home Care: % Value 2018-2021
Table 6: Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7: Distribution of Home Care by Format: % Value 2016-2021
Table 8: Distribution of Home Care by Format and Category: % Value 2021
Table 9: Forecast Sales of Home Care by Category: Value 2021-2026
Table 10: Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1: Research Sources
LAUNDRY CARE IN SLOVAKIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Residual hygiene fears in the wake of the virus maintain interest in laundry care products
Promotions and added-value attributes maintain fast sales growth for "other" laundry aids
Sustainable products enjoy increasing attention from consumers and manufacturers
PROSPECTS AND OPPORTUNITIES
After strong growth due to Coronavirus (COVID-19), laundry care is set to stabilise as consumers return to pre-pandemic norms
"Other" laundry aids is expected to pique interest via a growing product portfolio
Manufacturers to launch eco-friendly products as consumer awareness of the importance of sustainability grows
CATEGORY INDICATORS
Table 11: Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12: Sales of Laundry Care by Category: Value 2016-2021
Table 13: Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14: Sales of Laundry Aids by Category: Value 2016-2021
Table 15: Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16: Sales of Laundry Detergents by Category: Value 2016-2021
Table 17: Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18: NBO Company Shares of Laundry Care: % Value 2017-2021
Table 19: LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 20: NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 21: LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 22: NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 23: LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 24: Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 25: Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN SLOVAKIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Automatic dishwashing benefits from the penetration of dishwashers and multifunctional offerings
The leading company introduces eco-friendly novelties to cater to evolving demand and protect its value share
Consumers are looking for attractive hand dishwashing products
PROSPECTS AND OPPORTUNITIES
Automatic dishwashing set to benefit from convenience, time-saving and effective perceptions
Hand dishwashing is expected to retain the interest of price-sensitive consumers
Players to respond to growing interest in "green" products
CATEGORY INDICATORS
Table 26: Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27: Sales of Dishwashing by Category: Value 2016-2021
Table 28: Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 29: NBO Company Shares of Dishwashing: % Value 2017-2021
Table 30: LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 31: Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 32: Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN SLOVAKIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Robust usage as hygiene concerns remain high
Tatrachema vd Trnava invests in new product development and consumer engagement to increase competitiveness
Consumers are increasingly aware of the various uses and benefits of wipes as household cleaning tools
PROSPECTS AND OPPORTUNITIES
Robust focus on cleanliness and hygiene offers further growth opportunities for surface care
Consumers to look for specialised cleaners, but price-sensitivity remains high
Growing online presence and offer from large retailers set to continue to push sales via e-commerce
CATEGORY DATA
Table 33: Sales of Surface Care by Category: Value 2016-2021
Table 34: Sales of Surface Care by Category: % Value Growth 2016-2021
Table 35: Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 36: Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 37: NBO Company Shares of Surface Care: % Value 2017-2021
Table 38: LBN Brand Shares of Surface Care: % Value 2018-2021
Table 39: NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 40: LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 41: Forecast Sales of Surface Care by Category: Value 2021-2026
Table 42: Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN SLOVAKIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Efficacy of bleach as a disinfectant retains demand in 2021
Less focused competition and ecological image boost the performance of Ecover
Consumers look for trusted brands as part of their hygiene regimes, but price-sensitivity boosts the demand for smaller brands
PROSPECTS AND OPPORTUNITIES
Sales decline expected as the urgency of disinfecting homes lessens with the easing of the pandemic
Laundry care and surface care products to exert growing pressure on bleach
Private label products offering new names and low prices likely to catch the eye of bleach consumers
CATEGORY DATA
Table 43: Sales of Bleach: Value 2016-2021
Table 44: Sales of Bleach: % Value Growth 2016-2021
Table 45: NBO Company Shares of Bleach: % Value 2017-2021
Table 46: LBN Brand Shares of Bleach: % Value 2018-2021
Table 47: Forecast Sales of Bleach: Value 2021-2026
Table 48: Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN SLOVAKIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Toilet care regimes lose some intensity as the pandemic situation eases
Henkel remains the leader while private label consolidates presence
Innovation spikes the popularity of ITBs
PROSPECTS AND OPPORTUNITIES
Convenience, sophistication and effectiveness to push growth in sales of rim liquids
Players and consumers are predicted to focus more on sustainability
Unilever is expected to innovate its offer to resist growing competition
CATEGORY DATA
Table 49: Sales of Toilet Care by Category: Value 2016-2021
Table 50: Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 51: NBO Company Shares of Toilet Care: % Value 2017-2021
Table 52: LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 53: Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 54: Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN SLOVAKIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Higher-quality protection for surfaces boosts retail value sales of polishes
Shoe polish remains under pressure despite consumers returning to out-of-home lifestyles
Unilever gains sales through the promotion of Cif metal polish
PROSPECTS AND OPPORTUNITIES
Growing competition from surface care set to limit development and growth of polishes
Trend for modern metal appliances augurs well for metal polish
Investment in education, innovation and new product development required to unlock the potential in polishes
CATEGORY DATA
Table 55: Sales of Polishes by Category: Value 2016-2021
Table 56: Sales of Polishes by Category: % Value Growth 2016-2021
Table 57: NBO Company Shares of Polishes: % Value 2017-2021
Table 58: LBN Brand Shares of Polishes: % Value 2018-2021
Table 59: Forecast Sales of Polishes by Category: Value 2021-2026
Table 60: Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN SLOVAKIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Air care benefits from growing awareness due to the exigencies of the pandemic
Investments in candle air fresheners boost dm-Drogerie Markt
Liquid air fresheners benefits from convenience and efficacy perceptions and widening availability
PROSPECTS AND OPPORTUNITIES
Air care to attract interest with innovative products and different formats and scents
Candle air fresheners to benefit from investments in new product development and innovation
Growing awareness of the scope of air care supports the development of "other" air care
CATEGORY DATA
Table 61: Sales of Air Care by Category: Value 2016-2021
Table 62: Sales of Air Care by Category: % Value Growth 2016-2021
Table 63: NBO Company Shares of Air Care: % Value 2017-2021
Table 64: LBN Brand Shares of Air Care: % Value 2018-2021
Table 65: Forecast Sales of Air Care by Category: Value 2021-2026
Table 66: Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN SLOVAKIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Shift to more sophisticated options fosters retail value growth
In-store visibility and promotion of Biolit supports SC Johnson's strong position
Consumers continue to increase their appreciation of the convenience and affordable offer of home insecticides via e-commerce
PROSPECTS AND OPPORTUNITIES
Modern home insulation, low new product development and the use of promotions set to limit value sales growth potential
Electric insecticides to leverage convenience, effectiveness and user-friendliness to post fastest retail value growth
Environmental impact set to lower interest in spray/aerosol insecticides
CATEGORY DATA
Table 67: Sales of Home Insecticides by Category: Value 2016-2021
Table 68: Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 69: Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 70: NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 71: LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 72: Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 73: Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
