Table of Content

Home Care in Croatia
Euromonitor International
February 2022

List Of Contents And Tables

HOME CARE IN CROATIA
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
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 CROATIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Increased washing of clothes as people out and about more in 2021
Saponia retains leadership with wide product portfolio and continues to develop offerings
Private label gaining value share
PROSPECTS AND OPPORTUNITIES
Healthy value and volume growth over forecast period
Expansion of modern grocery increases product range
Private label continues to gain value share
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 CROATIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Decline in value sales in 2021
Multinationals continue to dominate dishwashing due to strength in high-value product area automatic dishwashing
Hand dishwashing products increasingly have skin protection claims\
PROSPECTS AND OPPORTUNITIES
Minimal constant value growth over forecast period
Hand washing still holds onto sizeable value share, despite growing popularity of automatic dishwashing
Consumers increasingly look for eco-friendly 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 CROATIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Significant drop in value sales in 2021
Multinational players retain strong presence due to strong visibility and wide distribution
Multi-purpose cleaners still most popular but losing value share
PROSPECTS AND OPPORTUNITIES
Moderate growth over forecast period
Gradual emergence of ecological brands in surface care
Private label will gain value share
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 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN CROATIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lower value growth in 2021
Domestos retains dominance of bleach as established and trusted brand
Increasingly consumers look to reduce bleach usage due to toxic ingredients
PROSPECTS AND OPPORTUNITIES
Slight decline in constant value sales over 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 2016-2021
Table 42 Sales of Bleach: % Value Growth 2016-2021
Table 43 NBO Company Shares of Bleach: % Value 2017-2021
Table 44 LBN Brand Shares of Bleach: % Value 2018-2021
Table 45 Forecast Sales of Bleach: Value 2021-2026
Table 46 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN CROATIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lower current value growth in 2021
Multinationals continue to benefit from strong shelf positioning of their brands and higher advertising budgets
Increasing price sensitivity in 2021
PROSPECTS AND OPPORTUNITIES
Slight constant value decline over forecast period
Growing interest in multi-functional ITBs and in-cistern devices
Further development of ecological toilet care can offer differentiation for players
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2016-2021
Table 48 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 49 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 50 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 51 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN CROATIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Recovery in value sales in 2021
Multinationals dominate polishes, although private label holds stable position with affordable options
With people out and about again, shoe polish registers highest current value growth
PROSPECTS AND OPPORTUNITIES
Slight value decline over forecast period
Metal polish outperforms other polishes over forecast period
Stagnation predicted for furniture polish due to shifting preferences for furniture materials
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2016-2021
Table 54 Sales of Polishes by Category: % Value Growth 2016-2021
Table 55 NBO Company Shares of Polishes: % Value 2017-2021
Table 56 LBN Brand Shares of Polishes: % Value 2018-2021
Table 57 Forecast Sales of Polishes by Category: Value 2021-2026
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN CROATIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Car air fresheners registers highest growth
Multinationals continue to dominate air care
Consumers increasingly look for more natural ingredients in air fresheners
PROSPECTS AND OPPORTUNITIES
Healthy constant value growth over forecast period
Health and wellness trend is anticipated to influence demand and offer in air care
Spray/aerosol air fresheners record the highest value share, however, growth is threatened by environmental concerns
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2016-2021
Table 60 Sales of Air Care by Category: % Value Growth 2016-2021
Table 61 NBO Company Shares of Air Care: % Value 2017-2021
Table 62 LBN Brand Shares of Air Care: % Value 2018-2021
Table 63 Forecast Sales of Air Care by Category: Value 2021-2026
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN CROATIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home insecticides unaffected by pandemic
SC Johnson & Son retains dominance of home insecticides with wide product portfolio
Spray/aerosol remains most popular format, while electric insecticides is the only positive performer but high prices restrict overall size
PROSPECTS AND OPPORTUNITIES
Bleak outlook over forecast period
Electric insecticides grow strongly, although the spray/aerosol format leads
Sales of other types of home insecticides are low and falling
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2016-2021
Table 66 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 67 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 68 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 69 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026