Household
Household Care

Household Care in Bosnia-Herzegovina

Bosnia-Herzegovina

Euromonitor International's Household Care in Bosnia-Herzegovina 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.

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Tables: 77  |  Publication date: Jul 2009
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Product coverage

Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products

Executive summary

Household care profits from favourable economic trends

Over the review period, increasing disposable income, declining unemployment levels, decreasing interest rates for consumption-intended loans and greater penetration by large retail chains combined for expansion of household care in Bosnia-Herzegovina. The initial three factors influenced strong expansion of aggregated mass of consumer disposable income. Penetration of large retail chains revolutionised the way that average consumers shopped in Bosnia-Herzegovina. These chains favoured less frequent, larger purchases, widened consumer choice and enabled increasingly effective communication between manufacturers and consumers. By the end of the review period, demand for purpose-specific household care products soared, as consumers in the country became increasingly able to afford the luxury of convenience.

Consumers react to volatile price growth by trading down to economy

In 2008, strong inflation pressures were felt in household care in Bosnia-Herzegovina, due to soaring costs of raw materials and energy. Prices increased significantly and consumers responded by trading down to cheaper brands and economy packs. Most manufacturers were able to quickly recognise this trend, and responded appropriately by focusing on promotion of their economy packs. Retailers, being between manufacturers and consumers, were able to profit most from asymmetric information that thrived in unstable economic conditions of 2008. Effects of global financial crisis were not felt in Bosnia-Herzegovina household care in 2008. However, analysts forecast it to strongly impact the country’s economy in 2009.

Standard and premium vs economy

Multinationals continued to hold firm grip in household care in Bosnia-Herzegovina in 2008. However, underdogs outperformed leaders in 2008, offering cheaper or segment-focused products. Consumers in Bosnia-Herzegovina become increasingly price sensitive in tough times, and drastic price increases throughout FMCG in late 2007 and 2008 followed by global financial shock in late 2008 announced tough times for consumers. Economy brands thus performed well in 2008 and are expected to perform well over the forecast period. In response, standard and premium brand manufacturers tried to make clear distinctions between economy brands and their added value products. They also launched their own cheaper brand versions in economy packs.

Shopping revolution

Diminished free time, budgeting awareness, convenience, fun and increased choice were main factors that influenced strengthening of large retail outlets – supermarkets and hypermarkets – over the review period in Bosnia-Herzegovina. Swift penetration by supermarkets/hypermarkets completely revolutionised the shopping habits of the average consumer. These concerns favoured large, less frequent purchases, and enabled a freer, more objective market mechanism where consumers chose brands they favoured. This trend also increased the power of retailers: they decided whose brands got shelf space and under which conditions. In response, many leading DPP manufacturers employed their strategic key account management activities.

Back to Yugoslavia

Over the forecast period, growth of household care in Bosnia-Herzegovina will slow in contrast to that of the review period. This will be due to maturity as well as penetration by cheaper brands. A trend recorded in 2008 was the re-unification of former Yugoslavian advertising space. Strong penetration of cable and satellite TV in this region meant that consumers throughout former Yugoslavia watched the same TV channels and shows. People also visited the same web sites and read the same newspapers. The common denominator was language. Most countries of the region were members of CEFTA, and also strived towards EU membership. Gradual re-integration of the economy of the former Yugoslavia is expected, resulting in a unified market by the time all countries of the region enter the EU. Manufacturers that recognise and understand the implications of this trend will have most success in household care in Bosnia-Herzegovina over the forecast period.

Table of contents

HOUSEHOLD CARE IN BOSNIA-HERZEGOVINA : MARKET INSIGHT

EXECUTIVE SUMMARY

Household care profits from favourable economic trends

Consumers react to volatile price growth by trading down to economy

Standard and premium vs economy

Shopping revolution

Back to Yugoslavia

MARKET INDICATORS

Table 1 Households 2003-2008

MARKET DATA

Table 2 Sales of Household Care by Sector: Value 2003-2008

Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008

Table 4 Household Care Company Shares 2004-2008

Table 5 Household Care Brand Shares 2005-2008

Table 6 Sales of Household Care by Distribution Format: % Analysis 2003-2008

Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2008

Table 8 Forecast Sales of Household Care by Sector: Value 2008-2013

Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013

DEFINITIONS

Summary 1 Summary - Research Sources

LOCAL COMPANY PROFILES - BOSNIA-HERZEGOVINA

ORBICO BOSNIA DOO - HOUSEHOLD CARE - BOSNIA-HERZEGOVINA

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Summary - Orbico doo: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

SAPONIA DD - HOUSEHOLD CARE - BOSNIA-HERZEGOVINA

STRATEGIC DIRECTION

KEY FACTS

Summary 3 Summary - Saponia dd: Key Facts

Summary 4 Summary - Saponia dd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 5 Summary - Saponia dd: Competitive Position 2008

LAUNDRY CARE IN BOSNIA-HERZEGOVINA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 10 Household Penetration of Washing Machines 2003-2008

SECTOR DATA

Table 11 Sales of Laundry Care by Subsector: Value 2003-2008

Table 12 Sales of Laundry Care by Subsector: % Value Growth 2003-2008

Table 13 Sales of Laundry Detergents by Type: Value 2003-2008

Table 14 Sales of Laundry Detergents by Type: % Value Growth 2003-2008

Table 15 Sales of Laundry Aids by Type: Value 2003-2008

Table 16 Sales of Laundry Aids by Type: % Value Growth 2003-2008

Table 17 Laundry Care Company Shares 2004-2008

Table 18 Laundry Care Brand Shares 2005-2008

Table 19 Laundry Detergents Company Shares 2004-2008

Table 20 Laundry Detergents Brand Shares 2005-2008

Table 21 Laundry Aids Company Shares 2004-2008

Table 22 Laundry Aids Brand Shares 2005-2008

Table 23 Forecast Sales of Laundry Care by Subsector: Value 2008-2013

Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013

DISHWASHING PRODUCTS IN BOSNIA-HERZEGOVINA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 25 Household Penetration of Dishwashers 2003-2008

SECTOR DATA

Table 26 Sales of Dishwashing Products by Subsector: Value 2003-2008

Table 27 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008

Table 28 Dishwashing Products Company Shares 2004-2008

Table 29 Dishwashing Products Brand Shares 2005-2008

Table 30 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013

Table 31 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013

SURFACE CARE IN BOSNIA-HERZEGOVINA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 32 Sales of Surface Care by Subsector: Value 2003-2008

Table 33 Sales of Surface Care by Subsector: % Value Growth 2003-2008

Table 34 Sales of Household Care Wipes and Floor Cleaning Systems by Type: Value 2003-2008

Table 35 Sales of Household Care Wipes and Floor Cleaning Systems by Type: % Value Growth 2003-2008

Table 36 Surface Care Company Shares 2004-2008

Table 37 Surface Care Brand Shares 2005-2008

Table 38 Forecast Sales of Surface Care by Subsector: Value 2008-2013

Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013

CHLORINE BLEACH IN BOSNIA-HERZEGOVINA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 40 Sales of Chlorine Bleach: Value 2003-2008

Table 41 Sales of Chlorine Bleach: % Value Growth 2003-2008

Table 42 Chlorine Bleach Company Shares 2004-2008

Table 43 Chlorine Bleach Brand Shares 2005-2008

Table 44 Forecast Sales of Chlorine Bleach: Value 2008-2013

Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013

TOILET CARE PRODUCTS IN BOSNIA-HERZEGOVINA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 46 Sales of Toilet Care Products by Subsector: Value 2003-2008

Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008

Table 48 Toilet Care Products Company Shares 2004-2008

Table 49 Toilet Care Products Brand Shares 2005-2008

Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013

Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013

POLISHES IN BOSNIA-HERZEGOVINA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 52 Sales of Polishes by Subsector: Value 2003-2008

Table 53 Sales of Polishes by Subsector: % Value Growth 2003-2008

Table 54 Polishes Company Shares 2004-2008

Table 55 Polishes Brand Shares 2005-2008

Table 56 Forecast Sales of Polishes by Subsector: Value 2008-2013

Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013

AIR CARE IN BOSNIA-HERZEGOVINA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 58 Sales of Air Care by Subsector: Value 2003-2008

Table 59 Sales of Air Care by Subsector: % Value Growth 2003-2008

Table 60 Air Care Company Shares 2004-2008

Table 61 Air Care Brand Shares 2005-2008

Table 62 Forecast Sales of Air Care by Subsector: Value 2008-2013

Table 63 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013

INSECTICIDES IN BOSNIA-HERZEGOVINA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 64 Sales of Insecticides by Subsector: Value 2003-2008

Table 65 Sales of Insecticides by Subsector: % Value Growth 2003-2008

Table 66 Insecticides Company Shares 2004-2008

Table 67 Insecticides Brand Shares 2005-2008

Table 68 Forecast Sales of Insecticides by Subsector: Value 2008-2013

Table 69 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013

STRATEGIC DIRECTION

KEY FACTS

Summary 6 Summary - Dita dd: Key Facts

Summary 7 Summary - Dita dd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 8 Summary - Dita dd: Competitive Position 2008

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