Executive Summary

Feb 2019
Home care records good growth in 2018

Home care enjoyed a positive performance in 2018, with stronger retail value growth than in 2017 due to the developing premiumisation trend as consumers opted for high efficiency laundry detergents and more convenient product use. Eco-friendly brands also witnessed dynamic growth during the year as consumers became increasingly environmentally conscious, preferring more natural product composition and safer products.

Unpackaged detergents appear in Slovakia

The growing eco-friendly packaging trend in Slovakia created sufficient incentive to introduce stores where consumers can purchase unpackaged home care products. Ecological thinking and improving education helped gain consumer attention towards unpackaged varieties of laundry detergents, fabric softeners, floor cleaners and dishwashing products.

Competitive environment remains intense

Henkel Slovensko led home care in Slovakia in 2018 thanks to its strong position in key categories, particularly laundry detergents and dishwashing, while also recoding strong growth for example in toilet care. The company is well established in the major retailers despite a slightly declining retail value share, largely a result of strengthening demand for eco-friendly alternatives and strong industry competition.

Numerous interesting product launches across home care in 2018

Cross-category expansions of well-known products was a major development in terms of new product launches in 2018, with Savo (by Unilever Slovensko) a great example. The brand is a traditional bleach and surface care product and is now also present in laundry care as manufacturers look for better growth opportunities.

Positive outlook for future value sales

Home care retail value sales in constant 2018 price terms are predicted to continue to grow over the forecast period, benefiting from the increasing convenience trend and demand for added-value products which save time or offer greater efficacy. Product concentration will also likely remain a major improvement to product features over the forecast period as manufacturers have pledged to make products more efficient and thus contribute to the sustainability trend.

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Home Care in Slovakia

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Slovakia for free:

The Home Care in Slovakia 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 Home Care in Slovakia?
  • What are the major brands in Slovakia?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in Slovakia?

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.

Home Care in Slovakia

EXECUTIVE SUMMARY

Home care records good growth in 2018
Unpackaged detergents appear in Slovakia
Competitive environment remains intense
Numerous interesting product launches across home care in 2018
Positive outlook for future value sales

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

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

DEFINITIONS

SOURCES

Summary 1 Research Sources

Air Care in Slovakia

HEADLINES

PROSPECTS

Convenience and premiumisation major growth drivers
Eco-friendly product options gain popularity
Health concerns related to air care products not sufficiently addressed

COMPETITIVE LANDSCAPE

Product safety for children to become more visible
Product labelling plays a major role
Private label continues to flex its muscles in 2018

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Slovakia

HEADLINES

PROSPECTS

Strong competition from substitutes decimates bleach sales
Increasing environmental awareness creates a shift towards eco-friendly options
Specialised laundry care products and a lack of marketing activities for bleach negatively impact sales

COMPETITIVE LANDSCAPE

Bleach products continue to disappear from retail shelves in 2018
Retailers move on to categories with better growth prospects
Cross-category competition prevents major price hikes in 2018

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Slovakia

HEADLINES

PROSPECTS

Sophisticated and easy-to-use products gain share in 2018
Dishwasher cleaners and innovation drive growth
Eco-friendly dishwashing products witness dynamic growth

COMPETITIVE LANDSCAPE

Partnerships with large retailers and third parties increasingly important
When negotiations turn sour
Product innovation favours added-value products

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Slovakia

HEADLINES

PROSPECTS

Product efficiency remains a key demand factor
The growing popularity of repellents negatively impacts sales
Substitutes continue to hamper home insecticides

COMPETITIVE LANDSCAPE

Product marketing to become more sophisticated
Private label grows in 2018, though future growth prospects remain limited
Stronger competition from niche products expected

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Slovakia

HEADLINES

PROSPECTS

Higher efficiency and concentrated products fuel growth
Scent booster driven by innovation
Added value laundry detergents in demand

COMPETITIVE LANDSCAPE

Competition remains intense
Significant innovation drives laundry care
With private label under pressure, retailers seek new growth opportunities

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Slovakia

HEADLINES

PROSPECTS

Convenience a major consumer trend in 2018
Competition from substitutes hampers more significant growth in floor polish
Products such as hand creams threaten shoe polish

COMPETITIVE LANDSCAPE

Future innovation in terms of product labelling to aid sales
Price promotions overused and less efficient
Stronger marketing support necessary to sustain future growth

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Slovakia

HEADLINES

PROSPECTS

Premiumisation and efficacy are strong product features
Eco-friendly brands gain popularity
Internet retailing in Slovakia on the rise

COMPETITIVE LANDSCAPE

More efficient marketing support expected
Consumers seek added value in new product launches
Discounting to be curtailed

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Slovakia

HEADLINES

PROSPECTS

Rim blocks records strong growth
Efficacy and eco-friendly products increasingly popular
Consumers increasingly purchase products online

COMPETITIVE LANDSCAPE

Domestic manufacturers under intense pressure
New product launches lead to additional spend
Private label strengthens its position in 2018

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023