Home Care in Croatia
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, 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 illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.
Tables: 82 | Publication date: May 2010
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air Care; Bleach; Dishwashing; Insecticides; Laundry Care; Polishes; Surface Care; Toilet Care
Executive summary
Home care showing potential with some categories still underperforming
Healthy growth over the review period shows that there is still room for growth in the home care market. Although some categories show signs of saturation, such as laundry detergents, some are still in their infancy, such as air care or polishes.
Strong growth from 2008 interrupted by credit crunch
Home care market in Croatia was showing signs of double-digit growth in value terms, with an optimistic outlook for the future. However, this all changed when the global economic downturn started. This even caused a decline in value sales, as some home care formats are not considered essential.
Dominant position of international manufacturers
Six main producers of home care products dominate the Croatian market overwhelmingly, with 90% of the market in their hands. Two of them are domestic, the rest are international. Considering the strength internationals have on a global scale, the two domestics, Saponia dd and Labud doo are doing fairly well. Labud doo profits from its long tradition and well known brands on the local market, while Saponia dd attempts to establish markets in neighbouring countries, also.
Supermarkets/hypermarkets is the dominant retail channel
As supermarkets/hypermarkets gained strength over the last decade, establishing itself as the undisputed leader among the distribution channels, its size started to work in its favour. Huge quantities of products sold enable these outlets to put pressure on suppliers and acquire a competitive position with prices no other retailer could afford to offer. Furthermore, by launching their own private label ranges, cheaper than multinational brands, they attract most of the economy oriented consumers.
Slow recovery ahead
As much as estimates in 2008 were favourable, expecting immature market segments to drive future growth, current calculations are, in contrast, much more modest. Recovery is expected as soon as 2010, but at such low growth rates that previous projections will not be met by far.
Table of contents
HOME CARE IN CROATIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Home care showing potential with some categories still underperforming
Strong growth from 2008 interrupted by credit crunch
Dominant position of international manufacturers
Supermarkets/hypermarkets is the dominant retail channel
Slow recovery ahead
MARKET INDICATORS
Table 1 Households 2004-2009
MARKET DATA
Table 2 Sales of Home Care Household Care by Sector: Value 2004-2009
Table 3 Sales of Home Care Household Care by Sector: % Value Growth 2004-2009
Table 4 Home Care Company Shares 2005-2009
Table 5 Home Care Brand Shares 2006-2009
Table 6 Penetration of Private Label by Sector 2004-2009
Table 7 Sales of Home Care by Distribution Format: % Analysis 2004-2009
Table 8 Sales of Home Care by Sector and Distribution Format: % Analysis 2009
Table 9 Forecast Sales of Home Care by Sector: Value 2009-2014
Table 10 Forecast Sales of Home Care by Sector: % Value Growth 2009-2014
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - CROATIA
LABUD DD - HOME CARE - CROATIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Labud dd: Key Facts
Summary 3 Labud doo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Labud dd: Competitive Position 2009
METEOR DD - HOME CARE - CROATIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Meteor dd: Key Facts
Summary 6 METEOR dd: Operational Indicators 2006-2008
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Meteor dd: Competitive Position 2009
SAPONIA DD - HOME CARE - CROATIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Saponia dd: Key Facts
Summary 9 Saponia dd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Saponia dd: Competitive Position 2009
AIR CARE IN CROATIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 11 Sales of Air Care by Subsector: Value 2004-2009
Table 12 Sales of Air Care by Subsector: % Value Growth 2004-2009
Table 13 Air Care Company Shares 2005-2009
Table 14 Air Care Brand Shares 2006-2009
Table 15 Forecast Sales of Air Care by Subsector: Value 2009-2014
Table 16 Forecast Sales of Air Care by Subsector: % Value Growth 2009-2014
BLEACH IN CROATIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 17 Sales of Bleach: Value 2004-2009
Table 18 Sales of Bleach: % Value Growth 2004-2009
Table 19 Bleach Company Shares 2005-2009
Table 20 Bleach Brand Shares 2006-2009
Table 21 Forecast Sales of Bleach: Value 2009-2014
Table 22 Forecast Sales of Bleach: % Value Growth 2009-2014
DISHWASHING IN CROATIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY INDICATORS
Table 23 Household Penetration of Dishwashers 2004-2009
CATEGORY DATA
Table 24 Sales of Dishwashing Products by Subsector: Value 2004-2009
Table 25 Sales of Dishwashing Products by Subsector: % Value Growth 2004-2009
Table 26 Dishwashing Products Company Shares 2005-2009
Table 27 Dishwashing Products Brand Shares 2006-2009
Table 28 Forecast Sales of Dishwashing Products by Subsector: Value 2009-2014
Table 29 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2009-2014
INSECTICIDES IN CROATIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 30 Sales of Insecticides by Subsector: Value 2004-2009
Table 31 Sales of Insecticides by Subsector: % Value Growth 2004-2009
Table 32 Insecticides Company Shares 2005-2009
Table 33 Insecticides Brand Shares 2006-2009
Table 34 Forecast Sales of Insecticides by Subsector: Value 2009-2014
Table 35 Forecast Sales of Insecticides by Subsector: % Value Growth 2009-2014
LAUNDRY CARE IN CROATIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY INDICATORS
Table 36 Household Penetration of Washing Machines 2004-2009
CATEGORY DATA
Table 37 Sales of Laundry Care by Subsector: Value 2004-2009
Table 38 Sales of Laundry Care by Subsector: % Value Growth 2004-2009
Table 39 Sales of Laundry Detergents by Type: Value 2004-2009
Table 40 Sales of Laundry Detergents by Type: % Value Growth 2004-2009
Table 41 Sales of Laundry Aids by Type: Value 2004-2009
Table 42 Sales of Laundry Aids by Type: % Value Growth 2004-2009
Table 43 Laundry Care Company Shares 2005-2009
Table 44 Laundry Care Brand Shares 2006-2009
Table 45 Laundry Detergents Company Shares 2005-2009
Table 46 Laundry Detergents Brand Shares 2006-2009
Table 47 Laundry Aids Company Shares 2005-2009
Table 48 Laundry Aids Brand Shares 2006-2009
Table 49 Forecast Sales of Laundry Care by Subsector: Value 2009-2014
Table 50 Forecast Sales of Laundry Care by Subsector: % Value Growth 2009-2014
Table 51 Forecast Sales of Laundry Care by Subsector: Value 2009-2014
Table 52 Forecast Sales of Laundry Care by Subsector: % Value Growth 2009-2014
POLISHES IN CROATIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 53 Sales of Polishes by Subsector: Value 2004-2009
Table 54 Sales of Polishes by Subsector: % Value Growth 2004-2009
Table 55 Polishes Company Shares 2005-2009
Table 56 Polishes Brand Shares 2006-2009
Table 57 Forecast Sales of Polishes by Subsector: Value 2009-2014
Table 58 Forecast Sales of Polishes by Subsector: % Value Growth 2009-2014
SURFACE CARE IN CROATIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 59 Sales of Surface Care by Subsector: Value 2004-2009
Table 60 Sales of Surface Care by Subsector: % Value Growth 2004-2009
Table 61 Sales of Household Care Wipes and Floor Cleaning Systems by Type: Value 2008-2009
Table 62 Sales of Household Care Wipes and Floor Cleaning Systems by Type: % Value Growth 2008-2009
Table 63 Surface Care Company Shares 2005-2009
Table 64 Surface Care Brand Shares 2006-2009
Table 65 Forecast Sales of Surface Care by Subsector: Value 2009-2014
Table 66 Forecast Sales of Surface Care by Subsector: % Value Growth 2009-2014
TOILET CARE IN CROATIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 67 Sales of Toilet Care Products by Subsector: Value 2004-2009
Table 68 Sales of Toilet Care Products by Subsector: % Value Growth 2004-2009
Table 69 Toilet Care Products Company Shares 2005-2009
Table 70 Toilet Care Products Brand Shares 2006-2009
Table 71 Forecast Sales of Toilet Care Products by Subsector: Value 2009-2014
Table 72 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2009-2014