Executive Summary

Feb 2019
PROSPECTS
Air care continues to recover in 2018

During the first three years of the review period air care performed poorly, particularly in 2016, when it suffered a heavy decline in both volume and value sales. However, 2017 witnessed the start of a recovery, which then continued in 2018.

Close call between electric air fresheners and spray/aerosol air fresheners

Traditionally, spray/aerosol air fresheners was the only available air care format in Croatia. The advent of other air care categories generally coincided with Croatian independence and the opening up of the market.

Air care still a luxury

Croatian consumers still generally consider air care as luxury products due to their high prices. Indeed, the lower average unit price in spray/aerosol air fresheners is one of the reasons why this category remains the most popular.

COMPETITIVE LANDSCAPE
Multinationals dominate

Air care continued to be dominated by multinational companies in 2018, clearly led by SC Johnson & Son, while other notable players included Reckitt Benckiser and Procter & Gamble. The key to success for SC Johnson & Son has been the same as in other categories, namely heavy investment in advertising, in turn leading to strong brand recognition.

Local players continue to struggle

Local companies continued to struggle in air care in 2018. This could be considered strange given the favourable geographical position of the country in the Mediterranean, with plenty of aromatic herbs growing nearby.

No real premium products present

There were no real premium products present in air care in 2018, except for maybe a few insignificant brands. There were very few global brands in candle air fresheners, for instance.

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Air Care in Croatia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Croatia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Croatia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Croatia market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Air Care in Croatia?
  • What are the major brands in Croatia?
  • How do plug-in electric air fresheners perform compared to the battery-operated ones?
  • What is the most dynamic air care category?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Air Care in Croatia - Category analysis

HEADLINES

PROSPECTS

Air care continues to recover in 2018
Close call between electric air fresheners and spray/aerosol air fresheners
Air care still a luxury

COMPETITIVE LANDSCAPE

Multinationals dominate
Local players continue to struggle
No real premium products present

CATEGORY DATA

Table 1 Sales of Air Care by Category: Value 2013-2018
Table 2 Sales of Air Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Air Care: % Value 2014-2018
Table 4 LBN Brand Shares of Air Care: % Value 2015-2018
Table 5 Forecast Sales of Air Care by Category: Value 2018-2023
Table 6 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Home Care in Croatia - Industry Overview

EXECUTIVE SUMMARY

Growth in prices only
Changing formats
Consumers remain loyal to domestic products
Sales concentrated in three large channels
Slow but stable growth predicted over the forecast period

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources