Household Care in Slovakia
Euromonitor International's Household Care in Slovakia 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: 86 | Publication date: Nov 2006
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; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Offer of HC products growing
The offer of household care products grew and was highly visible in the increased shelf space allotted to this market in supermarkets and hypermarkets over the review period. While some products experienced dynamic growth (for example chlorine-based products), some products (for example WC cleaning foams) did not manage to attract much consumer attention over the review period.
Slovaks disenchanted with HC advertising
Slovak consumers are influenced not only by price of products, but the second most important factor influencing sales is advertising. Household care advertisement is a particular source of consumer disaffection in Slovakia – they have certain expectations after seeing the advertisement and often a product does not really meet these requirements.
The strength of private label
The increasing popularity of private label continued in 2005 and will continue in 2006. The main reasons contributing to this growth are the strong support given to private label by discounters, the wide portfolio of private label, changing consumer perception and lower prices.
Slovak consumers do not perceive private label as products of lower quality anymore. Almost 80% of consumers buy private label either regularly or on occasion.
Facelift for Slovak market
While some of the large retailers underwent expansion during the review period (like Billa and Tesco), some planned to leave the market (Carrefour, Rema 1000, Cash and Carry) and new players arrived (Ahold).
In September 2004 German discount chain Lidl entered the Slovak market and changed the household care market noticeably. According to GfK, this discounter chain attracted every second Slovak household in the first months of its operation. By the end of 2005 Lidl owned 60 discount outlets around Slovakia.
Slovak consumers are mostly conservative
A typical Slovak consumer likes to try new products, but still the majority of consumers remain conservative, preferring tradition and experience to newer, unfamiliar products and retailers. Price is still of importance to consumers and this led manufacturers to try to match these needs by introducing more private label products.
Growing prices
Retail prices grew in 2005 and this trend is continued in 2006. Forecast period sales will be boosted by decreasing unemployment (according to Eurostat the unemployment rate decreased from 16.1% in December 2005 to 15.8% in January 2006) and increasing incomes of the Slovak population (as a result of the development of the Slovak economy).
Table of contents
HOUSEHOLD CARE IN SLOVAKIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Offer of HC products growing
Slovaks disenchanted with HC advertising
The strength of private label
Facelift for Slovak market
Slovak consumers are mostly conservative
Growing prices
KEY TRENDS AND DEVELOPMENTS
Expanding offer of HC products thanks to more demanding consumers
HC advertising negatively affects consumer perception
Private label share on the increase
Slovak market facing phase of redistribution
Issues of consumer loyalty
MARKET INDICATORS
Table 1 Households 2000-2005
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Penetration of Private Label by Sector 2001- 2004
Table 9 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
DEFINITIONS
LOCAL COMPANY PROFILES - SLOVAKIA
BOCHEMIE SLOVAKIA SRO - HOUSEHOLD CARE - SLOVAKIA
Strategic direction
Key facts
Summary 1 Bochemie Slovakia sro: Key Facts
Company background
Production
Competitive positioning
Summary 2 Bochemie Slovakia sro: Competitive Position 2005
HERBA DRUG SRO - HOUSEHOLD CARE - SLOVAKIA
Strategic direction
Key facts
Summary 3 Herba Drug sro: Key Facts
Company background
Production
Competitive positioning
Summary 4 Herba Drug sro: Competitive Position 2005 Facts
PALMA-TUMYS AS - HOUSEHOLD CARE - SLOVAKIA
Strategic direction
Key facts
Summary 5 Palma-Tumys as: Key Facts
Company background
Production
Competitive positioning
Summary 6 Palma-Tumys as: Competitive Position 2005
TATRACHEMA VD TRNAVA - HOUSEHOLD CARE - SLOVAKIA
Strategic direction
Key facts
Summary 7 Tatrachema vd Trnava: Key Facts
Summary 8 Tatrachema vd Trnava: Operational Indicators Facts
Company background
Production
Competitive positioning
Summary 9 Tatrachema vd Trnava: Competitive Position 2005
LAUNDRY CARE IN SLOVAKIA
Headlines
Trends
Competitive landscape
Prospects
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2000-2005
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2000-2005
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 14 Laundry Care Company Shares 2001-2005
Table 15 Laundry Care Brand Shares 2002-2005
Table 16 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 17 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 18 Sales of Laundry Detergents by Type: Value 2000-2005
Table 19 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 20 Laundry Detergents Company Shares 2001-2005
Table 21 Laundry Detergents Brand Shares 2002-2005
Table 22 Sales of Fabric Softeners by Type: Value 2000-2005
Table 23 Sales of Fabric Softeners by Type: % Value Growth 2000-2005
Table 24 Fabric Softeners Brand Shares 2002-2005
Table 25 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2005
Table 26 Sales of Laundry Aids by Type: Value 2000-2005
Table 27 Sales of Laundry Aids by Type: % Value Growth 2000-2005
Table 28 Laundry Aids Company Shares 2001-2005
Table 29 Laundry Aids Brand Shares 2002-2005
DISHWASHING PRODUCTS IN SLOVAKIA
Headlines
Trends
Competitive landscape
Prospects
SECTOR INDICATORS
Table 30 Household Penetration of Dishwashers 2000-2005
SECTOR DATA
Table 31 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 32 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 33 Dishwashing Products Company Shares 2001-2005
Table 34 Dishwashing Products Brand Shares 2002-2005
Table 35 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 36 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE IN SLOVAKIA
Headlines
Trends
Competitive landscape
Prospects
SECTOR DATA
Table 37 Sales of Surface Care by Subsector: Value 2000-2005
Table 38 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 39 Surface Care Company Shares 2001-2005
Table 40 Surface Care Brand Shares 2002-2005
Table 41 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 42 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
Table 43 Sales of Wipes by Type: Value 2000-2005
Table 44 Sales of Wipes by Type: % Value Growth 2000-2005
Table 45 Wipes Company Shares 2001-2005
Table 46 Wipes Brand Shares 2002-2005
CHLORINE BLEACH IN SLOVAKIA
Headlines
Trends
Competitive landscape
Prospects
SECTOR DATA
Table 47 Sales of Chlorine Bleach: Value 2000-2005
Table 48 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 49 Chlorine Bleach Company Shares 2001-2005
Table 50 Chlorine Bleach Brand Shares 2002-2005
Table 51 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 52 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS IN SLOVAKIA
Headlines
Trends
Competitive landscape
Prospects
SECTOR DATA
Table 53 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 54 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 55 Toilet Care Products Company Shares 2001-2005
Table 56 Toilet Care Products Brand Shares 2002-2005
Table 57 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 58 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
Table 59 Rim Liquids Brand Shares 2002-2005
POLISHES IN SLOVAKIA
Headlines
Trends
Competitive landscape
Prospects
SECTOR DATA
Table 60 Sales of Polishes by Subsector: Value 2000-2005
Table 61 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 62 Polishes Company Shares 2001-2005
Table 63 Polishes Brand Shares 2002-2005
Table 64 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 65 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE IN SLOVAKIA
Headlines
Trends
Competitive landscape
Prospects
SECTOR DATA
Table 66 Sales of Air Care by Subsector: Value 2000-2005
Table 67 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 68 Air Care Company Shares 2001-2005
Table 69 Air Care Brand Shares 2002-2005
Table 70 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 71 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES IN SLOVAKIA
Headlines
Trends
Competitive landscape
Prospects
SECTOR DATA
Table 72 Sales of Insecticides by Subsector: Value 2000-2005
Table 73 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 74 Insecticides Company Shares 2001-2005
Table 75 Insecticides Brand Shares 2002-2005
Table 76 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 77 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010