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Country Report

Home Care in

Home Care in Slovakia

58 pages, Feb 2018

US$2,650

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Executive Summary

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Home care continues to grow

Sales of home care were mostly driven by the improving economic conditions in the country, leading to rising demand for quality home care products effective against stain removal and long-lasting odours. Higher consumer investment in the modernisation of their households, choosing more expensive kitchen and bathroom equipment, resulted in greater usage of home care products of higher quality as they strove to extend the life of their new equipment and furniture.

The popularity of eco-friendly products increases

Consumers demonstrated increasing interest in eco-friendly products, without potentially dangerous substances, such as phosphates, which have negative impacts on human health. Manufacturers which focused solely on the production of eco-friendly home care products, such as Ecover by Superio Trading, enjoyed growing sales and focused on further expansion of their eco-friendly product portfolio within home care during 2017.

Home care is led by the international player, Henkel Slovensko

The most successful player within the competitive landscape of home care was Henkel Slovensko, with a significant lead over its competitors in terms of value share. The company is the leader in new product development, while offering a wide product portfolio, operating in most categories of home care.

New product developments towards quality

The main focus of manufacturers in terms of product innovation was to extend their product portfolios of home care with higher-quality products. This trend was witnessed in all home care categories.

Home care set for further growth

Given the expected improvement in the economic situation in the country, Slovak consumers will likely continue to invest more in household equipment, mainly dishwashers and washing machines or quality laminate flooring and furniture, leading to increasing demand for quality home care products which offer added-value features, such as protective effects or extending the life cycle of appliances. Therefore, manufacturers are expected to launch a series of new products focusing on convenient use, effectiveness and new scents.

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Home Care Sample Report Home Care Sample Data

Overview

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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.

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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.

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Home Care in Slovakia

EXECUTIVE SUMMARY

Home care continues to grow

The popularity of eco-friendly products increases

Home care is led by the international player, Henkel Slovensko

New product developments towards quality

Home care set for further growth

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Slovakia

HEADLINES

PROSPECTS

Growing sales of air care driven by new product innovations

Liquid air fresheners set to continue to record the strongest growth

Slow growth of air care expected

COMPETITIVE LANDSCAPE

Two companies highly successful in air care

SC Johnson’s share declines

Reckitt Benckiser Slovak Republic most active in product innovation

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Slovakia

HEADLINES

PROSPECTS

Sales of bleach continue to decline

Health and beauty specialist retailers lead the distribution of bleach

Weak sales performance of bleach is expected

COMPETITIVE LANDSCAPE

Unilever Slovensko leads bleach

Private label strong in bleach

Ecover records strong growth

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Slovakia

HEADLINES

PROSPECTS

Table 25 is the most popular format in automatic dishwashing

Hand dishwashing products remain popular among consumers

Positive performance of dishwashing expected

COMPETITIVE LANDSCAPE

Automatic dishwashing dominated by two brands

Two brands fight for the leading position in hand dishwashing

International producers dominate dishwashing

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2012-2017
Table 28 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 29 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 30 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 31 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Slovakia

HEADLINES

PROSPECTS

Flying insects the main inconvenience to Slovak households

Spray/aerosol formats to lose ground to electric insecticides

Home insecticides to record weak growth

COMPETITIVE LANDSCAPE

HomeBrands leads home insecticides

SC Johnson ranked second in home insecticides

International producers dominate home insecticides

CATEGORY DATA

Table 33 Sales of Home Insecticides by Category: Value 2012-2017
Table 34 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 35 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 36 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 37 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 38 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 39 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Slovakia

HEADLINES

PROSPECTS

Consumers demonstrate growing interest in higher-quality laundry detergents

Laundry aids more popular among consumers

Product innovations to fuel sales of laundry care

COMPETITIVE LANDSCAPE

Henkel Slovensko maintains its lead in laundry care

The leading two companies hold a commanding joint value share

Private label has a strong presence in laundry care

CATEGORY INDICATORS

Table 40 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 41 Sales of Laundry Care by Category: Value 2012-2017
Table 42 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 43 Sales of Laundry Aids by Category: Value 2012-2017
Table 44 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 45 Sales of Laundry Detergents by Category: Value 2012-2017
Table 46 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 47 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 48 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 49 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 50 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 51 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 52 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 53 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Slovakia

HEADLINES

PROSPECTS

Limited growth for polishes

Shoe polish not popular among Slovak consumers

Slow growth of polishes to continue

COMPETITIVE LANDSCAPE

Pronto by SC Johnson leads

Specialist shoe stores offering shoe polish are popular

Continuing slow growth expected

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2012-2017
Table 56 Sales of Polishes by Category: % Value Growth 2012-2017
Table 57 NBO Company Shares of Polishes: % Value 2013-2017
Table 58 LBN Brand Shares of Polishes: % Value 2014-2017
Table 59 Forecast Sales of Polishes by Category: Value 2017-2022
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Slovakia

HEADLINES

PROSPECTS

Products for specific surface types gain importance

Impregnated wipes driven by product innovations

Positive prospects for surface care

COMPETITIVE LANDSCAPE

Unilever Slovensko leads surface care

Company shares remain stable

Important product launch by Henkel Slovensko

CATEGORY DATA

Table 61 Sales of Surface Care by Category: Value 2012-2017
Table 62 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 65 NBO Company Shares of Surface Care: % Value 2013-2017
Table 66 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 67 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 68 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 69 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Slovakia

HEADLINES

PROSPECTS

Toilet care continues to grow

Average unit prices of toilet care increase slightly

Weak growth expected for toilet care

COMPETITIVE LANDSCAPE

Two companies lead toilet care

Henkel Slovensko active in new product development

Tomil loses share in rim liquids

CATEGORY DATA

Table 71 Sales of Toilet Care by Category: Value 2012-2017
Table 72 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 73 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 74 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 75 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Slovakia

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Executive Summary

New Report Guarantee

Home care continues to grow

The popularity of eco-friendly products increases

Home care is led by the international player, Henkel Slovensko

New product developments towards quality

Home care set for further growth

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Slovakia

EXECUTIVE SUMMARY

Home care continues to grow

The popularity of eco-friendly products increases

Home care is led by the international player, Henkel Slovensko

New product developments towards quality

Home care set for further growth

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Slovakia

HEADLINES

PROSPECTS

Growing sales of air care driven by new product innovations

Liquid air fresheners set to continue to record the strongest growth

Slow growth of air care expected

COMPETITIVE LANDSCAPE

Two companies highly successful in air care

SC Johnson’s share declines

Reckitt Benckiser Slovak Republic most active in product innovation

CATEGORY DATA

Bleach in Slovakia

HEADLINES

PROSPECTS

Sales of bleach continue to decline

Health and beauty specialist retailers lead the distribution of bleach

Weak sales performance of bleach is expected

COMPETITIVE LANDSCAPE

Unilever Slovensko leads bleach

Private label strong in bleach

Ecover records strong growth

CATEGORY DATA

Dishwashing in Slovakia

HEADLINES

PROSPECTS

Table 25 is the most popular format in automatic dishwashing

Hand dishwashing products remain popular among consumers

Positive performance of dishwashing expected

COMPETITIVE LANDSCAPE

Automatic dishwashing dominated by two brands

Two brands fight for the leading position in hand dishwashing

International producers dominate dishwashing

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Slovakia

HEADLINES

PROSPECTS

Flying insects the main inconvenience to Slovak households

Spray/aerosol formats to lose ground to electric insecticides

Home insecticides to record weak growth

COMPETITIVE LANDSCAPE

HomeBrands leads home insecticides

SC Johnson ranked second in home insecticides

International producers dominate home insecticides

CATEGORY DATA

Laundry Care in Slovakia

HEADLINES

PROSPECTS

Consumers demonstrate growing interest in higher-quality laundry detergents

Laundry aids more popular among consumers

Product innovations to fuel sales of laundry care

COMPETITIVE LANDSCAPE

Henkel Slovensko maintains its lead in laundry care