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Demand for home care products in Croatia in 2020 was shaped by several opposing dynamics. Whilst on the one hand consumers prioritised essentials items in their shopping during the lockdown, leaving aside non-essential items such as fabric softeners and fabric fresheners, there was on the other hand more demand for dishwashing and surface care products due to more time being spent at home. Furthermore, remote work and restrictions on travel led to a decrease in demand for products such as car ai...
Euromonitor International's 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 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
In the wake of the economic recession, consumers prioritise essential laundry care products
Value continues to outperform volume as producers continue to develop innovative concentrated formulations
Saponia retains leadership with wide product portfolio and continues to develop offer
RECOVERY AND OPPORTUNITIES
Sustainability and digitalisation to influence dynamics in laundry care
Engrained washing habits might keep Croatians resistant to new technology and formats
Niche areas of liquid tablet detergents and ecological laundry care to attract affluent consumers and add value to product area
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home seclusion boosts retail sales of dishwashing detergents in 2020
Automatic dishwashing tablets continues to record strong growth due to demand for greater convenience
Multinationals continue to dominate dishwashing due to strength in high-value product area automatic dishwashing
RECOVERY AND OPPORTUNITIES
Ecological segment could offer players opportunity for expansion and growth
Hand dishwashing to continue dominating demand with improving performance over the forecast period
Potential for stronger penetration of dishwashers could be countered by smaller households
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home seclusion boosts retail sales of surface care products
Multi-purpose cleaners remain the most popular due to convenience and versatility
Multinational players retain strong presence within surface care due to strong visibility and wide distribution
RECOVERY AND OPPORTUNITIES
In a context of economic uncertainty, private label is anticipated to gain value share
Gradual emergence of ecological brands in surface care
Home care wipes and floor cleaning systems are to remain niche area of surface care
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of Surface Care: % Value 2016-2020 Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 boosts sales of bleach as consumers seek to sanitise their home
Traditional usage of bleach as multi-purpose cleaning and disinfecting product
Domestos retains dominance of bleach as established and trusted brand
RECOVERY AND OPPORTUNITIES
Bleach anticipated to portray undynamic performance in the forecast period
Younger consumers generally moving away from bleach due to environmental concerns
Strong perception of chlorine as effective ingredient will continue to attract older generations
CATEGORY DATA
Table 41 Sales of Bleach: Value 2015-2020 Table 42 Sales of Bleach: % Value Growth 2015-2020 Table 43 NBO Company Shares of Bleach: % Value 2016-2020 Table 44 LBN Brand Shares of Bleach: % Value 2017-2020 Table 45 Forecast Sales of Bleach: Value 2020-2025 Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home seclusion boosts sales of toilet care products in 2020
Improving demand for toilet care supported by waning interest amongst younger Croatians in bleach
Multinationals continue to benefit from strong shelf positioning of their brands and higher advertising budgets
RECOVERY AND OPPORTUNITIES
Desire to move away from bleach will continue to drive demand for toilet care products
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
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2015-2020 Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Deemed non-essential, COVID-19 negatively affects polishes sales in 2020
Changing consumer trends do not offer positive environment for stronger growth
Multinationals dominate polishes, although private label holds stable position with affordable options
RECOVERY AND OPPORTUNITIES
Metal and floor polish will drive demand in the forecast period
Stagnation predicted for furniture polish due to shifting preferences for furniture materials
Retro interest in wooden flooring could rejuvenate floor polish sales
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2015-2020 Table 54 Sales of Polishes by Category: % Value Growth 2015-2020 Table 55 NBO Company Shares of Polishes: % Value 2016-2020 Table 56 LBN Brand Shares of Polishes: % Value 2017-2020 Table 57 Forecast Sales of Polishes by Category: Value 2020-2025 Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 negatively affects demand for car air fresheners whilst boosting demand for spray/aerosol air fresheners
Spray/aerosol remains the most popular format due to more accessible price and versatility
Multinationals continue to dominate air care, offering new scents to add value
RECOVERY AND OPPORTUNITIES
Air care is set to experience recovery
Health and wellness trend is anticipated to influence demand and offer in air care
Lack of premium brands in candle air fresheners
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2015-2020 Table 60 Sales of Air Care by Category: % Value Growth 2015-2020 Table 61 NBO Company Shares of Air Care: % Value 2016-2020 Table 62 LBN Brand Shares of Air Care: % Value 2017-2020 Table 63 Forecast Sales of Air Care by Category: Value 2020-2025 Table 64 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 had minimal impact on demand for home insecticides in Croatia
Spray/aerosol remains most popular format, while electric insecticides is the only positive performer but high prices restrict overall size
SC Johnson & Son retains dominance of home insecticides with wide product portfolio
RECOVERY AND OPPORTUNITIES
Value is anticipated to continue to outperform volume as producers develop more natural formulas
Weak demand for home insecticides in line with lack of persistent insect plagues
Repellents restrict stronger sales of home insecticides in Croatia
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2015-2020 Table 66 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 67 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 68 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 69 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025