Household Care in Slovenia
Euromonitor International's Household Care in Slovenia 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: 75 | Publication date: Jun 2008
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
Much improved performance from household care in 2007
In 2007 the Slovenian household care market posted current value growth of 6%. The only sector that saw a decline was chlorine bleach, which accounts for less than 2% of total household care value sales and thus has little influence on the overall market. The strongest growth was achieved by insecticides due to the favourable weather conditions for insects, which, in turn, led to increased insecticide usage.
Value-added products drive value growth
The key trend in 2007 was the introduction of several innovations and re-launches of new products introduced in 2006. Innovations are value drivers in all sectors with the exception of chlorine bleach and polishes. Laundry care was the most dynamic sector for new product launches (Dreft from Procter & Gamble) and re-launches such as Pril with Silan from Henkel. All new product launches are supported by marketing activities and particularly television advertising.
Competitive multinationals
Multinationals such as Henkel, Procter & Gamble, Reckitt Benckiser and SC Johnson & Son were the fiercest competitors and thus the top four leading players. Together they accounted for almost 71% of the total household care market in value terms. Their success is a result of strong investment in marketing and product development. Domestic companies such as Pejo Šampionka are unable to keep up with the multinationals’ pace of development. In addition, they do not have the same sizeable marketing budgets that multinationals command. Private label had just under a 4% value share in 2007, its share slightly declining on 2006 on account of the strengthening of leading players’ brands.
Supermarkets/hypermarkets the leading distribution channel
Supermarkets/hypermarkets remains the leading distribution channel in household care with a 68% share of retail value in 2007, primarily thanks to the strength of leading retailers Mercator, Spar, Tuš and E’Leclerc. Discounter Lidl entered the Slovenian retail channel in 2007. The fast organic growth of Hofer and Lidl has benefited the discounter channel in terms of value share growth.
Continued growth over the forecast period
The household care market is expected to continue on a positive growth path over the forecast period. By 2012, the market is predicted to see constant value CAGR of 1%. Innovations in the value-added premium segment will continue to be crucial in maintaining positive growth. Air care has the strongest potential for value growth, while sectors such as laundry care, surface care, chlorine bleach and polishes will experience declines in constant value terms. Lack of new product innovations and marketing activity will negatively affect polishes and chlorine bleach. In surface care, private label and price promotions will be the key factors behind value decline. Price promotions and lower volume usage due to the increasing popularity of concentrated products will result in a value decline for the laundry care sector.
Table of contents
HOUSEHOLD CARE IN SLOVENIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Much improved performance from household care in 2007
Value-added products drive value growth
Competitive multinationals
Supermarkets/hypermarkets the leading distribution channel
Continued growth over the forecast period
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
PEJO ŠAMPIONKA DOO
Strategic Direction
Key Facts
Summary 2 Pejo Šampionka doo: Key Facts
Summary 3 Pejo Šampionka doo: Operational Indicators
Company Background
ProduCtion
Competitive Positioning
Summary 4 Pejo Šampionka doo: Competitive Position 2007
UNICHEM DOO
Strategic Direction
Key Facts
Summary 5 Unichem doo: Key Facts
Summary 6 Unichem doo: Operational Indicators
Company Background
ProduCtion
Summary 7 Unichem doo: Production Statistics 2007
Competitive Positioning
LAUNDRY CARE IN SLOVENIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Sales of Laundry Aids by Type: Value 2002-2007
Table 16 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 17 Laundry Care Company Shares 2003-2007
Table 18 Laundry Care Brand Shares 2004-2007
Table 19 Laundry Detergents Company Shares 2003-2007
Table 20 Laundry Detergents Brand Shares 2004-2007
Table 21 Laundry Aids Company Shares 2003-2007
Table 22 Laundry Aids Brand Shares 2004-2007
Table 23 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN SLOVENIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 25 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 26 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 27 Dishwashing Products Company Shares 2003-2007
Table 28 Dishwashing Products Brand Shares 2004-2007
Table 29 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 30 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN SLOVENIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 31 Sales of Surface Care by Subsector: Value 2002-2007
Table 32 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 33 Sales of Wipes by Type: Value 2002-2007
Table 34 Sales of Wipes by Type: % Value Growth 2002-2007
Table 35 Surface Care Company Shares 2003-2007
Table 36 Surface Care Brand Shares 2004-2007
Table 37 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 38 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN SLOVENIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 39 Sales of Chlorine Bleach: Value 2002-2007
Table 40 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 41 Chlorine Bleach Company Shares 2003-2007
Table 42 Chlorine Bleach Brand Shares 2004-2007
Table 43 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 44 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN SLOVENIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 45 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 46 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 47 Toilet Care Products Company Shares 2003-2007
Table 48 Toilet Care Products Brand Shares 2004-2007
Table 49 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 50 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN SLOVENIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 51 Sales of Polishes by Subsector: Value 2002-2007
Table 52 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 53 Polishes Company Shares 2003-2007
Table 54 Polishes Brand Shares 2004-2007
Table 55 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 56 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN SLOVENIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 57 Sales of Air Care by Subsector: Value 2002-2007
Table 58 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 59 Air Care Company Shares 2003-2007
Table 60 Air Care Brand Shares 2004-2007
Table 61 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 62 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN SLOVENIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 63 Sales of Insecticides by Subsector: Value 2002-2007
Table 64 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 65 Insecticides Company Shares 2003-2007
Table 66 Insecticides Brand Shares 2004-2007
Table 67 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 68 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012