Home Care in Slovakia

Home Care in Slovakia

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Slovakia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 results in stockpiling and increase in demand of larger pack sizes in 2020

Manufacturers attract consumers’ attention by using promotions and discounts in 2020

Henkel loses share while Procter & Gamble tries to shake up laundry care

RECOVERY AND OPPORTUNITIES

Sluggish growth over the forecast period but e-commerce set to see robust growth

Manufacturers likely to focus on promotions and discounts over the forecast period

Eco-friendly products set to see growth over the forecast period with economic recovery

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020
Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 13 Sales of Laundry Aids by Category: Value 2015-2020
Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Slovakia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion leads to more dishes and dishwashing in 2020

Manufacturers respond to consumers buying behaviour by increasing pack sizes in 2020

Henkel leads and gains value share in 2020

RECOVERY AND OPPORTUNITIES

Increase in eco-friendly products when economy recovers over the forecast period

Larger pack sizes likely over the forecast period as consumers remain price sensitive

Automatic dishwashing set to outperform hand dishwashing over the forecast period

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2015-2020
Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Slovakia

KEY DATA FINDINGS

2020 IMPACT

Home care disinfectants popular due to preventative cleaning during the pandemic

Consumers less brand loyal due to economic uncertainty in 2020

Tatrachema vd Trnava remains national champion

RECOVERY AND OPPORTUNITIES

Demand for surface care likely to normalise over the forecast period

Slovakians set to remain price conscious and not invest in new innovative products over the forecast period

E-commerce to continue rising over the forecast period

CATEGORY DATA

Table 31 Sales of Surface Care by Category: Value 2015-2020
Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 35 NBO Company Shares of Surface Care: % Value 2016-2020
Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 37 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 38 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Slovakia

KEY DATA FINDINGS

2020 IMPACT

Bleach in high demand due to efficacy for disinfection purposes in 2020

Negative effect on health and environment hampers sales of bleach in 2020

Manufacturers review their strategy, while Superio Trading the only company with some joy in bleach and retailers move on to categories with better growth prospects

RECOVERY AND OPPORTUNITIES

Long-term health concern thanks to the pandemic helping sales

Eco-friendly bleach innovation set to boost sales when disposable incomes increase

Negative trends from pre-pandemic likely to curtail demand over the forecast period

CATEGORY DATA

Table 41 Sales of Bleach: Value 2015-2020
Table 42 Sales of Bleach: % Value Growth 2015-2020
Table 43 NBO Company Shares of Bleach: % Value 2016-2020
Table 44 LBN Brand Shares of Bleach: % Value 2017-2020
Table 45 Forecast Sales of Bleach: Value 2020-2025
Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Slovakia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and focus on hygiene at home fuels growth within toilet care in 2020

Innovation keeps consumers engaged in rim liquids and rim blocks

Leading players battle on innovation to maintain dominant positions, while private label and SC Johnson show healthy growth in 2020

RECOVERY AND OPPORTUNITIES

Rim liquids are expected to record the highest value CAGRs over the forecast period

Pandemic and fewer shopping frequency opens up opportunities for multipacks

Manufacturers to introduce new and innovative products over the forecast period

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2015-2020
Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Slovakia

KEY DATA FINDINGS

2020 IMPACT

Demand for polishes decrease as they are not viewed as essential products in 2020

Closure of non-essential stores leads to negative growth in shoe polish in 2020

SC Johnson keeps leading position but loses share, while private label held steady in 2020

RECOVERY AND OPPORTUNITIES

Sluggish growth expected when pandemic fears subside

Product development likely to lag but manufacturers expected to educate consumers regarding uses of polishes

Convenience set to remain a major consumer trend over the forecast period

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2015-2020
Table 54 Sales of Polishes by Category: % Value Growth 2015-2020
Table 55 NBO Company Shares of Polishes: % Value 2016-2020
Table 56 LBN Brand Shares of Polishes: % Value 2017-2020
Table 57 Forecast Sales of Polishes by Category: Value 2020-2025
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Slovakia

KEY DATA FINDINGS

2020 IMPACT

Economic downturn results in slower sales growth in 2020

Private label gains importance due to price consciousness in 2020

SC Johnson remains dominant but private label products become more relevant in 2020

RECOVERY AND OPPORTUNITIES

Consumers likely to perceive air care as non-essential over the forecast period

Less travelling by car expected to slow demand for car air fresheners

dm-Drogerie Markt set to lead new product development over the forecast period

CATEGORY DATA

Table 59 Sales of Air Care by Category: Value 2015-2020
Table 60 Sales of Air Care by Category: % Value Growth 2015-2020
Table 61 NBO Company Shares of Air Care: % Value 2016-2020
Table 62 LBN Brand Shares of Air Care: % Value 2017-2020
Table 63 Forecast Sales of Air Care by Category: Value 2020-2025
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Slovakia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 impacts home insecticides negatively due to price sensitivity but essential nature of category equalises sales in 2020

E-commerce enjoys boost due to pandemic

Category remains consolidated but private label gains share and products from Asia compete through e-commerce sales

RECOVERY AND OPPORTUNITIES

Home insecticides expected to see sluggish growth over forecast period

Lack of environmental formulation improvements likely to cause decrease in demand of spray/aerosol insecticides

E-commerce set to increase over forecast period

CATEGORY DATA

Table 65 Sales of Home Insecticides by Category: Value 2015-2020
Table 66 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 67 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 68 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 69 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 70 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 71 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

---