Home Care in Croatia
Strong current retail value sales growth in 2023 as a result of inflation had a negative impact on volume sales in the year. The two major categories of dishwashing and laundry care were particularly affected by price hikes. In addition, rising budget constraints and uncertainty caused by the war in Ukraine and the energy crisis impacted consumer purchasing habits, and spending on non-food and non-essential products consequently declined in 2023. There were, however, some unexpected areas of gro...
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 2028 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.
- Home Care in Croatia
- Euromonitor International
- February 2024
- List Of Contents And Tables
- HOME CARE IN CROATIA
- EXECUTIVE SUMMARY
- Home care in 2023: The big picture
- 2023 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
- MARKET INDICATORS
- Table 1 Households 2018-2023
- MARKET DATA
- Table 2 Sales of Home Care by Category: Value 2018-2023
- Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
- Table 4 NBO Company Shares of Home Care: % Value 2019-2023
- Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
- Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
- Table 7 Distribution of Home Care by Format: % Value 2018-2023
- Table 8 Distribution of Home Care by Format and Category: % Value 2023
- Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
- Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- LAUNDRY CARE IN CROATIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Price increases dampen volume sales in 2023
- Importance of quality, as well as price
- Saponia retains its lead with a wide product portfolio and an emphasis on protecting the environment
- PROSPECTS AND OPPORTUNITIES
- Value growth supported by rising demand for more expensive natural products
- Low efficacy and busy lifestyles to impact bar detergents and hand wash detergent products
- Manufacturers to focus on promotions, efficacy and attractive prices
- CATEGORY INDICATORS
- Table 11 Household Possession of Washing Machines 2018-2023
- CATEGORY DATA
- Table 12 Sales of Laundry Care by Category: Value 2018-2023
- Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
- Table 14 Sales of Laundry Aids by Category: Value 2018-2023
- Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
- Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
- Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
- Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
- Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
- Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
- Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
- Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
- Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
- Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
- Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
- DISHWASHING IN CROATIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Price rises and time restraints impact dishwashing sales in 2023
- Private label benefits from increasing price sensitivity; however, multinationals continue to lead
- Further strong growth of e-commerce
- PROSPECTS AND OPPORTUNITIES
- Rising penetration of dishwashers and demand for convenience to drive growth of automatic dishwashing
- Hand dishwashing will lose further ground
- Sales will be even more dependent on promotions
- CATEGORY INDICATORS
- Table 26 Household Possession of Dishwashers 2017-2022
- CATEGORY DATA
- Table 27 Sales of Dishwashing by Category: Value 2018-2023
- Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
- Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
- Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
- Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
- Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
- SURFACE CARE IN CROATIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Multi-purpose products offer convenience and efficiency
- Falling demand for window/glass cleaners as consumers switch to wipes
- Multinational players retain their strong presence due to strong visibility and wide distribution
- PROSPECTS AND OPPORTUNITIES
- Convenience and cost will continue to influence demand
- Resurgence of eco-friendly trend
- Moderate value growth as consumers trade down
- CATEGORY DATA
- Table 33 Sales of Surface Care by Category: Value 2018-2023
- Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
- Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
- Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
- Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
- Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
- Table 39 Forecast Sales of Surface Care by Category: Value 2023-2028
- Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
- BLEACH IN CROATIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Dampened sales with the end of the pandemic and environmental concerns
- Strong e-commerce growth as consumers appreciate its convenience and prices
- Domestos retains its dominance of bleach as an established and trusted brand
- PROSPECTS AND OPPORTUNITIES
- Health and environmental concerns will see consumers switching to less harmful alternatives
- Strong perception of chlorine as effective ingredient will continue among older consumers
- New private label products set to perform well
- CATEGORY DATA
- Table 41 Sales of Bleach: Value 2018-2023
- Table 42 Sales of Bleach: % Value Growth 2018-2023
- Table 43 NBO Company Shares of Bleach: % Value 2019-2023
- Table 44 LBN Brand Shares of Bleach: % Value 2020-2023
- Table 45 Forecast Sales of Bleach: Value 2023-2028
- Table 46 Forecast Sales of Bleach: % Value Growth 2023-2028
- TOILET CARE IN CROATIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Convenient rim liquids record the highest growth
- Consumers demand eco-friendliness and sophisticated fragrances
- Multinationals continue to benefit from strong shelf positioning of their brands and higher advertising budgets
- PROSPECTS AND OPPORTUNITIES
- Steady growth supported by lingering pandemic effects
- More premium and sophisticated products expected as the economy stabilises...
- ...however, consumers will remain price sensitive
- CATEGORY DATA
- Table 47 Sales of Toilet Care by Category: Value 2018-2023
- Table 48 Sales of Toilet Care by Category: % Value Growth 2018-2023
- Table 49 NBO Company Shares of Toilet Care: % Value 2019-2023
- Table 50 LBN Brand Shares of Toilet Care: % Value 2020-2023
- Table 51 Forecast Sales of Toilet Care by Category: Value 2023-2028
- Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
- POLISHES IN CROATIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Sales benefit from tourism in 2023
- Popularity of laminate flooring and floor tiles impacts floor polish
- Rising product awareness and marketing efforts benefit metal polish
- PROSPECTS AND OPPORTUNITIES
- Fashion trends and a lack of innovation hamper future growth
- Price sensitivity to drive sales of private label products, eroding SC Johnson's share
- Sales of shoe polish supported by increased manufacturer focus
- CATEGORY DATA
- Table 53 Sales of Polishes by Category: Value 2018-2023
- Table 54 Sales of Polishes by Category: % Value Growth 2018-2023
- Table 55 NBO Company Shares of Polishes: % Value 2019-2023
- Table 56 LBN Brand Shares of Polishes: % Value 2020-2023
- Table 57 Forecast Sales of Polishes by Category: Value 2023-2028
- Table 58 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
- AIR CARE IN CROATIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Tourism and working from home support sales despite price increases in 2023
- Health and environmental concerns impact spray/aerosol air fresheners
- Multinationals continue to dominate air care, but private label is gaining
- PROSPECTS AND OPPORTUNITIES
- Rise of green wave will see consumers switching to natural products
- Lack of marketing and prioritisation of essential goods to hamper growth
- Resumption of normal social and economic activity, and new product development should boost car air fresheners
- CATEGORY DATA
- Table 59 Sales of Air Care by Category: Value 2018-2023
- Table 60 Sales of Air Care by Category: % Value Growth 2018-2023
- Table 61 NBO Company Shares of Air Care: % Value 2019-2023
- Table 62 LBN Brand Shares of Air Care: % Value 2020-2023
- Table 63 Forecast Sales of Air Care by Category: Value 2023-2028
- Table 64 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
- HOME INSECTICIDES IN CROATIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Warmer and more humid weather drives demand for home insecticides in 2023
- Insecticide coils perceived to be less convenient
- Rising demand for products with natural ingredients
- PROSPECTS AND OPPORTUNITIES
- Increasing use of extermination specialists expected to hamper growth
- Climate change ensures ongoing demand
- Anticipated switch to nets and home-made products will dampen future sales
- CATEGORY DATA
- Table 65 Sales of Home Insecticides by Category: Value 2018-2023
- Table 66 Sales of Home Insecticides by Category: % Value Growth 2018-2023
- Table 67 NBO Company Shares of Home Insecticides: % Value 2019-2023
- Table 68 LBN Brand Shares of Home Insecticides: % Value 2020-2023
- Table 69 Forecast Sales of Home Insecticides by Category: Value 2023-2028
- Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
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