Home Care in Bosnia and Herzegovina

Home Care in Bosnia and Herzegovina

EXECUTIVE SUMMARY

Sales boosted by positive economic climate, eco-friendly credentials and growth of modern grocery retailers

The convenience trend, growth in disposable income and the rise of task-specific products shape value sales in 2019

Regional and international players compete, as Saponia dd benefits from a competitive quality-price-ratio that puts Procter & Gamble doo in second place

Modern grocery retailers continued to increase share to lead distribution in home care

Home care growth is set to improve over the forecast period, with sales driven from new product developments, increased disposable incomes and eco-friendly goals

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Care in Bosnia and Herzegovina

HEADLINES

PROSPECTS

Despite the health concerns and the view that air care is not a necessity, air care products record stable growth

Electric air fresheners continue to record the highest levels of growth, boosted by offering appealing designs for consumers homes

Spray/aerosol air fresheners record the highest value share, however, growth is threatened by environmental concerns

COMPETITIVE LANDSCAPE

Reckitt Benckiser leads air care, with heavy advertising and prominent space in retailers

Wunderbaum benefits from strong recognition and a broader product range

Dm-Drogerie Markt is the leading private label player, while SC Johnson & Son offers discounted prices in its stores

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2014-2019
Table 12 Sales of Air Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Air Care: % Value 2015-2019
Table 14 LBN Brand Shares of Air Care: % Value 2016-2019
Table 15 Forecast Sales of Air Care by Category: Value 2019-2024
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Bleach in Bosnia and Herzegovina

HEADLINES

PROSPECTS

Bleach continues to decline, driven by a lack of promotional support and competition from other products

Bleach suffers from negative perceptions due to environmental factors and the dangers of the substance

Despite negative connotations, there is some potential for bleach to grow over the forecast period

COMPETITIVE LANDSCAPE

Meteor remains the leading player; however, it continues to lose share to Dukat

Bleach suffers from having no new launches or promotional activity in 2019

Private label continues to gain ground, as dm-Drogerie Markt expand their retailing chains

CATEGORY DATA

Table 17 Sales of Bleach: Value 2014-2019
Table 18 Sales of Bleach: % Value Growth 2014-2019
Table 19 NBO Company Shares of Bleach: % Value 2015-2019
Table 20 LBN Brand Shares of Bleach: % Value 2016-2019
Table 21 Forecast Sales of Bleach: Value 2019-2024
Table 22 Forecast Sales of Bleach: % Value Growth 2019-2024

Dishwashing in Bosnia and Herzegovina

HEADLINES

PROSPECTS

Volume sales for hand dishwashing could be boosted, as the media highlights multiple uses for the products

As dishwashers grow, consumers switch to automatic dishwashing due to the convenience it brings to their lives

Automatic dishwashing tablets remain popular, however automatic dishwashing liquid records higher growth, boosted by improved offerings

COMPETITIVE LANDSCAPE

Procter & Gamble leads dishwashing with offering Fairy, a product that benefits from a well-established position and strong marketing support

Local players engage and give back to consumers, building stronger reputations

Private label products appeal, as competitive price points give them an edge

CATEGORY INDICATORS

Table 23 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 24 Sales of Dishwashing by Category: Value 2014-2019
Table 25 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 27 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 28 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Home Insecticides in Bosnia and Herzegovina

HEADLINES

PROSPECTS

Spray/aerosol insecticides record the fastest growth, however electric insecticides benefits from being more convenient, and less harmful

Cockroach products are impacted by research that they are growing immune to insecticides

Environmental issues cause concern for consumers, with many cautious of using home insecticides

COMPETITIVE LANDSCAPE

SC Johnson Wax continues to lead home insecticides as new players avoid entering the landscape

Raid by SC Johnson Wax builds on its positive performance through advertising and promotions

Private label has a weak presence in home insecticides, with these products not been viewed as essentials

CATEGORY DATA

Table 30 Sales of Home Insecticides by Category: Value 2014-2019
Table 31 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 32 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 33 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 34 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

Laundry Care in Bosnia and Herzegovina

HEADLINES

PROSPECTS

Liquid tablet detergents records the strongest growth as consumers appreciate the convenience

The concentration trend sweeps laundry care, with room for growth in fabric softeners over the forecast period

The development of retailing supports growth in laundry care as modern grocery retailers become more popular

COMPETITIVE LANDSCAPE

Procter & Gamble and Saponia continue to lead, as Saponia launches an eco-friendly product line

Henkel BH continues to showcase its social corporate responsibility by cleaning up the rivers of the country 

Violeta launches a new line of liquid detergent, set to shake up the landscape over the forecast period 

CATEGORY INDICATORS

Table 36 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 37 Sales of Laundry Care by Category: Value 2014-2019
Table 38 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 39 Sales of Laundry Aids by Category: Value 2014-2019
Table 40 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 41 Sales of Laundry Detergents by Category: Value 2014-2019
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 43 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 44 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 45 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 46 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 47 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 49 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Polishes in Bosnia and Herzegovina

HEADLINES

PROSPECTS

Polishes remains a conservative area, with floor polish and metal polish continuing to be unavailable in the country 

Positive economic factors encourage consumers to buy more polishes

Despite shoe polish substitutes becoming popular, show polish remained the most significant area in polishes

COMPETITIVE LANDSCAPE

Private label remains negligible in polishes; however, there is room for growth through drugstore/parapharmacy chains and footwear specialist retailers

Despite a lack of advertising, the single use of shoe polish sees it recording high levels of value sales

Werner & Mertz open an eco-friendly factory, aligned to its overall environmental positioning

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2014-2019
Table 52 Sales of Polishes by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Polishes: % Value 2015-2019
Table 54 LBN Brand Shares of Polishes: % Value 2016-2019
Table 55 Forecast Sales of Polishes by Category: Value 2019-2024
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Surface Care in Bosnia and Herzegovina

HEADLINES

PROSPECTS

Multi-purpose products compete against task-specific cleaners as bathroom cleaners decline over the review period

All-purpose cleaning wipes record the strongest growth, appealing to convenience-driven consumers

Floor surfaces cleaners continue to gain ground as players launch improved offerings

COMPETITIVE LANDSCAPE

In 2019, Saponia increased its lead over Unilever with eco-friendly products

With no new launches in 2019, players focus on advertising and promotions

Dm-Drogerie Markt continues to lead home care wipes, offering low price points to attract consumers

CATEGORY DATA

Table 57 Sales of Surface Care by Category: Value 2014-2019
Table 58 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Surface Care: % Value 2015-2019
Table 62 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 63 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Toilet Care in Bosnia and Herzegovina

HEADLINES

PROSPECTS

Toilet care continues to grow, benefiting from new formats and packaging

Players attract consumers through using scents that are long-lasting, appealing and fresh 

Modern traditional retailing continues to grow its value share in toilet care

COMPETITIVE LANDSCAPE

Henkel maintains its lead in 2019, with weak presence of domestic and regional players

Unilever continues to improve its value share, sponsoring football clubs to increase its positive brand perception

Private label remains negligible in toilet care; however, this could change over the forecast period as private label grows

CATEGORY DATA

Table 65 Sales of Toilet Care by Category: Value 2014-2019
Table 66 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 67 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 68 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 69 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

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