Executive Summary

Feb 2019
PROSPECTS
Bleach a category which has not seen much activity for years

Bleach volume sales generally remained stable over the review period thanks to a core group of consumers. Manufacturers have recognised this and are not seeking to drive sales because of the uncertain outcome of any promotional efforts.

Users of bleach not bothered by environmental concerns

Users of bleach are perfectly aware of the environmental impact of this product. Because of this, they are trying to limit their usage to specific situations when other alternatives are not deemed suitable or strong enough.

For certain situations there is no good alternative to chlorine

Consumers in Croatia need at least one home care product which is strong enough to completely eradicate dirt and stains, with the smell of chlorine largely associated with the ultimate in cleanliness. Chlorine is seen as an efficient disinfectant and cleaner and as such is used in several places in the home, for example on laundry, as a descaler, drain opener and surface care product.

COMPETITIVE LANDSCAPE
Domestos synonymous with bleach

Unilever remained the undisputed category leader in 2018, selling 15 times more bleach than all the other companies present put together. This position can be attributed to the strength of its Domestos brand, which is very well-known to consumers and enjoys strong visibility on retail shelves.

Struggling competitors

Discouraged by the success of Unilever, other manufacturers have given up competing with it directly. Instead, they simply focus on maintaining a presence on store shelves so as to provide consumers with an alternative option.

Economising irrelevant in bleach

When it comes to bleach, the main priority for consumers is efficacy and getting the job done, with price being of secondary importance. The consumption of bleach is so low anyway that it does not matter if a little more is spent, with buying a cheaper alternative not saving much money.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Bleach in Croatia

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach 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 Bleach industry in Croatia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach 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 Bleach in Croatia?
  • What are the major brands in Croatia?
  • How did bleach sales perform during the economic downturn?
  • What are the major applications of bleach in Croatia?

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.

Bleach in Croatia - Category analysis

HEADLINES

PROSPECTS

Bleach a category which has not seen much activity for years
Users of bleach not bothered by environmental concerns
For certain situations there is no good alternative to chlorine

COMPETITIVE LANDSCAPE

Domestos synonymous with bleach
Struggling competitors
Economising irrelevant in bleach

CATEGORY DATA

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