Table of Content

Home Care in the Czech Republic
Euromonitor International
March 2021

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?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET 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 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Laundry care sees a positive impact from COVID-19, thanks to consumers adhering to higher standards of hygiene, with laundry sanitiser a clear winner
Shift towards more modern variants continues, despite current challenges from lower consumer spending power
Henkel maintains its lead thanks to top Persil brand, despite losing shares to growing competition from smaller brands
RECOVERY AND OPPORTUNITIES
Short-term forecast period expected to continue to see higher-than-average sales
Gradual fading of sales over longer-term forecast period, albeit with figures still expected to be higher than in the review period
Strongest dynamism expected to continue in laundry aids
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020
CATEGORY 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 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home lockdowns due to COVID-19 boost sales in dishwashing in 2020
Eco-friendly trend continues and extends into automatic dishwashing
Henkel maintains its lead thanks to myriad strengths, while smaller brands continue
RECOVERY AND OPPORTUNITIES
Current drivers expected to continue to influence sales over the forecast period
Automatic dishwashing remains primary driver of growth
Convenience, high effectiveness and eco-friendly positioning are the winning combination
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY 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 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Surface care sees boost from COVID-19, due to lockdown cleaning trend and higher standards of hygiene
Disinfectant and antibacterial properties, along with impregnated wet wipes, lead the way in the popularity stakes
Unilever maintains strong lead, thanks to being ahead of the eco-friendly product trend
RECOVERY AND OPPORTUNITIES
Higher standards of hygiene set to continue to boost sales over the short-term forecast period
Home care disinfectants and all-purpose cleaning wipes set to remain dynamic category leaders
Stronger return to eco-friendly products expected after brief slump in spring 2020
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 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Bleach benefits from consumers’ higher standards of home hygiene due to COVID-19
Growth in bleach remains marginal due to ongoing competition from laundry aids and multi-purpose cleaners
Unilever maintains strong lead thanks to long-term popularity of Savo Perex brand, further boosted by COVID-19
RECOVERY AND OPPORTUNITIES
Bleach continues to benefit over the short-term forecast period, albeit still faces competition from more sophisticated products
Lower declines expected than seen in review period, as new cleaning habits have been adopted by consumers
No significant developments expected in bleach, as producers focus on competitive categories instead
CATEGORY DATA
Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Toilet care sees positive impact from COVID-19, due to people being at home more often
Eco-friendly trend also noted in toilet care, with an increasing number of new products appearing
Henkel maintains strong lead thanks to leading Bref brand and ongoing innovations
RECOVERY AND OPPORTUNITIES
Similar ongoing growth expected, due to higher standards of home hygiene and ongoing impacts from COVID-19
Innovation expected in modern variants, thus driving value sales as volume sales stabilise
Eco-friendly brands and antibacterial agents predicted to be main drivers in toilet care
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Polishes sees negative impact, due to being non-essential and outside of the consumers’ focus
Shoe polish hit the hardest, bringing category down as a whole
SC Johnson maintains its lead, with domestic companies still relatively strong in the category
RECOVERY AND OPPORTUNITIES
Slow recovery and degree of stagnation expected over short-term forecast period
Moderate growth to return to historic norms over longer-term forecast period
Sales driven by metal, floor and furniture polish, whilst shoe polish expected to see weakest recovery
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Air care sees opposite trends, with sales continuing due to home seclusion, despite being non-essential products
Eco-friendly trends inspire ongoing new product launches
Top multinationals continue to lead air care with well-established brands
RECOVERY AND OPPORTUNITIES
Value sales set to slowly ramp up, driven by innovation in modern products
Liquid air fresheners expected to remain the most dynamic category over forecast period
Health and wellness trends pose a threat to “unnatural” air fresheners and drive developments in eco-friendly variants
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 64 NBO Company Shares of Air Care: % Value 2016-2020
Table 65 LBN Brand Shares of Air Care: % Value 2017-2020
Table 66 Forecast Sales of Air Care by Category: Value 2020-2025
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
No COVID-19 impacts noted in home insecticides, as products are dependent on insect incidences
Electric insecticides continues to remain the most popular and dynamic category, thanks to ease of use
SC Johnson maintains significant lead thanks to top Biolit and Raid brands
RECOVERY AND OPPORTUNITIES
Home insecticides remain immune from impacts from COVID-19 over forecast period
Stable moderate growth expected to continue, with innovations attracting new custom
Health and wellness trends and more natural home-made products could pose a challenge to traditional home insecticides
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2015-2020
Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025