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Overall, home care registered lower current value growth in 2020, than in 2019, but volume growth was higher. The average unit of price of many home care products fell and the deflationary pressure was caused by the collapse in energy prices, combined with the dampening effect of COVID-19, as consumers became more price sensitive due to the economic uncertainty caused by the pandemic. In fact, the only product that registered a higher unit price in 2020 was dishwashing.
Euromonitor International's Home Care in Bosnia and Herzegovina 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 2025 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Consumers prioritise the basics in laundry care, as incomes take a hit
Unchanged competitive landscape in 2020
The concentration trend sweeps laundry care, with room for growth in fabric softeners over the forecast period
RECOVERY AND OPPORTUNITIES
Steady value and volume growth over the forecast period
Expansion of modern grocery increases product range
Private label continues to gain value share
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers trade down as confidence takes a hit due to COVID-19
Procter & Gamble leads dishwashing with offering Fairy, a product that benefits from a well-established position and strong marketing support
Automatic dishwashing tablets remain popular, however automatic dishwashing liquid records higher growth, boosted by improved offerings
RECOVERY AND OPPORTUNITIES
Declining population means muted volume growth
As dishwashers grow, consumers switch to automatic dishwashing due to the convenience it brings to their lives
Private label products appeal, as competitive price points give them an edge
CATEGORY DATA
Table 25 Sales of Dishwashing by Category: Value 2015-2020 Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Niche product areas register lower volume growth
Limited movement within competitive landscape in 2020
All-purpose cleaning wipes record the strongest growth, appealing to convenience-driven consumers
RECOVERY AND OPPORTUNITIES
Steady value and volume growth as consumer perceive surface care as essential
Multi-purpose products compete against task-specific cleaners,
NPD picks up again once COVID-19 is under control
CATEGORY DATA
Table 31 Sales of Surface Care by Category: Value 2015-2020 Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of Surface Care: % Value 2016-2020 Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 37 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Bleach halts downward trend, due to its effectiveness as an effective disinfectant against COVID-19
Meteor remains the leading player; however, it continues to lose share to Dukat
Private label continues to gain ground, as dm-Drogerie Markt expand their retailing chains
RECOVERY AND OPPORTUNITIES
Value and volume decline over forecast period
As consumer base shrinks, volume sales decline
Despite negative connotations, there is some potential for bleach to grow over the forecast period
CATEGORY DATA
Table 39 Sales of Bleach: Value 2015-2020 Table 40 Sales of Bleach: % Value Growth 2015-2020 Table 41 NBO Company Shares of Bleach: % Value 2016-2020 Table 42 LBN Brand Shares of Bleach: % Value 2017-2020 Table 43 Forecast Sales of Bleach: Value 2020-2025 Table 44 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
More time spent at home due to COVID-19, means toilers need to be cleaned more regularly
Multinationals continue to dominate
Toilet care continues to grow, benefiting from new formats and packaging
RECOVERY AND OPPORTUNITIES
Lower but steady volume growth over forecast period
Modern traditional retailing continues to gain value share in toilet care
Players attract consumers through using scents that are long-lasting, appealing and fresh
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2015-2020 Table 46 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 47 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 48 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 49 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Shoe polish suffers drop in value growth, as people go out much less due to COVID-19
Ilirija inches past SC Johnson to best-selling brand for first time
Polishes remains a conservative area, with floor polish and metal polish continuing to be unavailable in the country
RECOVERY AND OPPORTUNITIES
Healthy value and volume growth for furniture polish
Potential for growth in private label
Shoe polish remains the most significant area in polishes
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2015-2020 Table 52 Sales of Polishes by Category: % Value Growth 2015-2020 Table 53 NBO Company Shares of Polishes: % Value 2016-2020 Table 54 LBN Brand Shares of Polishes: % Value 2017-2020 Table 55 Forecast Sales of Polishes by Category: Value 2020-2025 Table 56 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home insecticides worst performer among home care in 2020
SC Johnson Wax continues to lead home insecticides as new players avoid entering the landscape
Spray/aerosol insecticides record the fastest growth, however electric insecticides benefits from being more convenient, and less harmful
RECOVERY AND OPPORTUNITIES
Continued decline in volume sales over forecast period
Environmental issues cause concern for consumers, with many cautious of using home insecticides
Electric insecticides only product to register volume growth over forecast period
CATEGORY DATA
Table 57 Sales of Home Insecticides by Category: Value 2015-2020 Table 58 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 59 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 60 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 61 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 62 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Air care suffers decline in value growth as consumer prioritise essential home care products
Reckitt Benckiser leads air care, with heavy advertising and prominent space in retailers
Wunderbaum benefits from strong recognition and a broader product range
RECOVERY AND OPPORTUNITIES
Healthy growth over forecast period
Spray/aerosol air fresheners record the highest value share, however, growth is threatened by environmental concerns
Potential for growth in private label
CATEGORY DATA
Table 63 Sales of Air Care by Category: Value 2015-2020 Table 64 Sales of Air Care by Category: % Value Growth 2015-2020 Table 65 NBO Company Shares of Air Care: % Value 2016-2020 Table 66 LBN Brand Shares of Air Care: % Value 2017-2020 Table 67 Forecast Sales of Air Care by Category: Value 2020-2025 Table 68 Forecast Sales of Air Care by Category: % Value Growth 2020-2025