Home Care in Bosnia-Herzegovina

Turbulence in the market over the review period

Over the review period home care in Bosnia-Herzegovina was heavily affected by the shift from standard to concentrated products, primarily driven by legislation from the European Union. This was a major factor adversely impacting the growth of home care, primarily by causing some confusion among consumers as to why they were being charged more for less.

Positive trends at the end of the review period

The biggest impact on the overall performance of home care in Bosnia-Herzegovina in 2018 came from the recovery in volume sales of laundry care. Consumers finally seem fully acclimatised to concentrated formats as standard offerings continued to decline, being virtually no longer available in basic laundry care categories such as detergents.

Regional and international players compete for the leading positions in home care

Home care in Bosnia-Herzegovina continued to be dominated by a mix of regional and international manufacturers. The largest regional manufacturer is Saponia, which led home care in 2018 thanks to offering the widest range of products, enjoying a presence in many categories.

Modern grocery retailers the leading distribution channel for home care

Grocery retailers dominate sales of home care in Bosnia-Herzegovina. At the start of the review period modern grocery retailers overtook traditional grocery retailers as the leading distribution channel.

Home care expected to post a positive performance over the forecast period

Home care in Bosnia-Herzegovina is expected to record a positive performance over the forecast period. Consumers and retailers have adjusted to the more concentrated formats which swept through home care over the past five years, enabling manufacturers to shift their focus back to new product development, innovation and promotion.

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