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.
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.
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.
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.
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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This industry report originates from Passport, our Home Care market research database.