Beauty and Personal Care in Croatia

Beauty and Personal Care in Croatia

EXECUTIVE SUMMARY

Growth continues, but at a slower pace

Natural ingredients and no preservatives are important

The rise of local players

Bloggers and influencers shape new product launches

Moderate value growth is expected

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Croatia

HEADLINES

PROSPECTS

The number of new-borns is declining, but the category continues to grow

Baby wipes is the biggest hit

Apart from baby wipes, most attention is given to skin care

COMPETITIVE LANDSCAPE

Premium pharma players

A category with a great deal of innovation

Local players are taking their chances

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Croatia

HEADLINES

PROSPECTS

Most interest and events are in body wash/shower gel

Showering overtakes bathing as a concept

Products with added-value sell better

COMPETITIVE LANDSCAPE

Leading multinationals set the pace

Local companies shoot for niches

A good environment for economy brands

CATEGORY DATA

Table 21 Sales of Bath and Shower by Category: Value 2013-2018
Table 22 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 24 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 25 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 27 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Croatia

HEADLINES

PROSPECTS

Riding the premiumisation wave

New ideas awaken interest

Croatians are very much like average European consumers

COMPETITIVE LANDSCAPE

The dominance of international players

Almost no local presence

A hostile market for economy brands

CATEGORY DATA

Table 30 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Deodorants in Croatia

HEADLINES

PROSPECTS

It is all about the ingredients

Deodorants has an identity crisis

Spray dominates in terms of application format

COMPETITIVE LANDSCAPE

All new launches try to meet consumers’ expectations

Consolidated competitive landscape

The humble reach of Croatian players

CATEGORY DATA

Table 39 Sales of Deodorants by Category: Value 2013-2018
Table 40 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 42 NBO Company Shares of Deodorants: % Value 2014-2018
Table 43 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 45 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 47 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Depilatories in Croatia

HEADLINES

PROSPECTS

Salons pose a threat to growth

Traditional preferences favour razors and blades

Hair removers/bleaches set to see the most dynamic performance

COMPETITIVE LANDSCAPE

Novelty in hair removal comes from local players

One strong leader in razors and blades

Shaving sees few new ideas

CATEGORY DATA

Table 48 Sales of Depilatories by Category: Value 2013-2018
Table 49 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 50 NBO Company Shares of Depilatories: % Value 2014-2018
Table 51 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 52 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 53 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Croatia

HEADLINES

PROSPECTS

Two different types of consumers seek fragrances

Mass and premium in balance

High mark-ups do not hamper demand

COMPETITIVE LANDSCAPE

High fragmentation due to the overwhelming number of products

Two global giants lead

Local players hide in niches

CATEGORY DATA

Table 54 Sales of Fragrances by Category: Value 2013-2018
Table 55 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Fragrances: % Value 2014-2018
Table 57 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 58 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 59 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 60 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 61 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Mass Beauty and Personal Care in Croatia

HEADLINES

PROSPECTS

Consumers seek offers on premium products, but buy mass if necessary

Price movements affect the performance of mass beauty and personal care

Moderate growth is expected

COMPETITIVE LANDSCAPE

Private label enters troubled waters

Beiersdorf is strong in mass beauty and personal care

Increasing fragmentation

CATEGORY DATA

Table 62 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 63 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 64 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 65 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 66 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 67 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Croatia

HEADLINES

PROSPECTS

No major growth peaks, but still going strong

No taboos for men when it comes to grooming

Men’s toiletries is stronger than men’s shaving

COMPETITIVE LANDSCAPE

Its lead in men’s shaving keeps Procter & Gamble at the top

Beiersdorf increases its share through intensive efforts

Men’s shaving is consolidated, men’s toiletries remains fragmented

CATEGORY DATA

Table 68 Sales of Men’s Grooming by Category: Value 2013-2018
Table 69 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 70 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 71 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 72 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 73 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 74 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 75 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 76 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Croatia

HEADLINES

PROSPECTS

Only three tubes of toothpaste per capita annually

Price promotions are the most important tool

Manufacturers are running out of unique selling propositions

COMPETITIVE LANDSCAPE

The Plidenta brand changes ownership

Multinationals are gaining importance

Shelf share equals value share

CATEGORY DATA

Table 77 Sales of Oral Care by Category: Value 2013-2018
Table 78 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 79 Sales of Toothbrushes by Category: Value 2013-2018
Table 80 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 81 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 82 NBO Company Shares of Oral Care: % Value 2014-2018
Table 83 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 84 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 85 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 86 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 87 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Croatia

HEADLINES

PROSPECTS

Consumers appreciate premium products

The premium segment sees the best historical results, but is not stopping

Twofold driving forces behind premium products

COMPETITIVE LANDSCAPE

Local manufacturers have something to offer

L’Oréal builds its strength in the premium segment

The competitive landscape moves towards consolidation

CATEGORY DATA

Table 88 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 89 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 90 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 91 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 92 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 93 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Croatia

HEADLINES

PROSPECTS

Interplay between premiumisation and price promotions

The more features a product has, the better

Pharma beauty products are becoming increasingly popular

COMPETITIVE LANDSCAPE

A mainly premium product portfolio ensures L'Oréal Adria’s lead

Beiersdorf diligently works for its second place

New concepts for smaller players and newcomers

CATEGORY DATA

Table 94 Sales of Skin Care by Category: Value 2013-2018
Table 95 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 96 NBO Company Shares of Skin Care: % Value 2014-2018
Table 97 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 98 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 99 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 100 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Croatia

HEADLINES

PROSPECTS

Good summer weather is always good news

Sun care still has a surprisingly low uptake from the local population

The rule of the golden middle

COMPETITIVE LANDSCAPE

The leader is also the innovator

The rise of local companies

New ideas sell sun care products

CATEGORY DATA

Table 101 Sales of Sun Care by Category: Value 2013-2018
Table 102 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 103 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 104 NBO Company Shares of Sun Care: % Value 2014-2018
Table 105 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 106 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 107 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 108 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 109 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023

Hair Care in Croatia

HEADLINES

PROSPECTS

New trends are emerging

Traditional consumers guard the fortress of standard shampoos

The strong threat from salons

COMPETITIVE LANDSCAPE

The leading trio practically control hair care

Just a few local representatives

Hostile territory for economy brands

CATEGORY DATA

Table 110 Sales of Hair Care by Category: Value 2013-2018
Table 111 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 112 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 113 NBO Company Shares of Hair Care: % Value 2014-2018
Table 114 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 115 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 116 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 117 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 118 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 119 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 120 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

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