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Country Report

Home Care in

Home Care in the Czech Republic

61 pages, Feb 2018

US$2,650

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Executive Summary

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Home care benefits from rising premiumisation and convenience

Home care value sales in the Czech Republic grew in 2017, driven traditionally by dishwashing and laundry care and positively impacted by strengthening purchasing power and improving consumer education, which led to growing demand for premium products and brands which offer added value, such as more convenient use.

The existence of dual product quality in Europe gains attention

Inferior product quality within food and drinks was increasingly transferred to the home care industry in 2017. Comparison tests have revealed that different recipes exist for Eastern European and Western European markets, which is why the matter has been brought by the combined effort of several governments to the EU Commission which is likely to start regulating brands within EU countries.

Innovative brand marketing punches through in 2017

Competition within home care remained intensive in 2017, particularly within dishwashing and laundry detergents, where price promotions and discounts are very popular among Czech consumers, with most purchases happening during discounts.

Product innovation creates interest and boosts home care sales

Product novelties were popular among Czech consumers in 2017, especially when offering added value. Laundry detergents for sensitive skin featured in multiple product launches as consumers are interested in skin-friendly products which cause no allergies or rashes.

Home care to achieve positive growth

Home care over the forecast period will benefit from an increasing premiumisation trend, facilitated by the strengthening purchasing power of Czech consumers. Products which offer more convenient use or application as well as eco-friendly brands are expected to perform well thanks to a growing number of environmentally-conscious consumers and stronger marketing support.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Czech Republic 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 Czech Republic, 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 Czech Republic for free:

The Home Care in Czech Republic 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 Czech Republic?
What are the major brands in Czech Republic?
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 Czech Republic?

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 the Czech Republic

EXECUTIVE SUMMARY

Home care benefits from rising premiumisation and convenience

The existence of dual product quality in Europe gains attention

Innovative brand marketing punches through in 2017

Product innovation creates interest and boosts home care sales

Home care to achieve positive 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

DEFINITIONS

SOURCES

Summary 1 Research Sources

Air Care in the Czech Republic

HEADLINES

PROSPECTS

Modern and eco-friendlier products gain popularity among Czech consumers

Potential threats

Marketing activity

COMPETITIVE LANDSCAPE

Product innovation strengthens slightly

Brand marketing to play an increasingly important role

Multinationals dominate air care

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 the Czech Republic

HEADLINES

PROSPECTS

Bleach loses consumer interest in the Czech Republic

Single-purpose products reign supreme

Laundry bleaching with specialised products preferred

COMPETITIVE LANDSCAPE

Traditional bleach brands move to more popular categories

Private label expected to gain share

Little innovation or marketing activity foreseen for bleach

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

Home Insecticides in the Czech Republic

HEADLINES

PROSPECTS

Insecticides made at home hamper more significant growth

Repellents gain popularity

Eco-friendly products remain very limited

COMPETITIVE LANDSCAPE

Competition remains intensive

More sophisticated marketing activities help drive sales

Online shopping becoming more popular

CATEGORY DATA

Table 25 Sales of Home Insecticides by Category: Value 2012-2017
Table 26 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 27 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 28 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 29 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 30 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 31 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Polishes in the Czech Republic

HEADLINES

PROSPECTS

Improving economic situation positively impacts polishes

Skin care products compete with shoe polish

Eco-friendly products remain insignificant

COMPETITIVE LANDSCAPE

Price discounts remain popular

Private label products are increasingly successful within shoe polish

Stronger marketing support to positively impact growth

CATEGORY DATA

Table 32 Sales of Polishes by Category: Value 2012-2017
Table 33 Sales of Polishes by Category: % Value Growth 2012-2017
Table 34 NBO Company Shares of Polishes: % Value 2013-2017
Table 35 LBN Brand Shares of Polishes: % Value 2014-2017
Table 36 Forecast Sales of Polishes by Category: Value 2017-2022
Table 37 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in the Czech Republic

HEADLINES

PROSPECTS

Specific surface care products

Increasing household numbers boost demand

Consumers expected to increasingly opt for premium products

COMPETITIVE LANDSCAPE

Product labelling and sophisticated marketing support to play an important role

Price promotions to become less significant

Local players hold a notable position despite strong multinational competition

CATEGORY DATA

Table 38 Sales of Surface Care by Category: Value 2012-2017
Table 39 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 40 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 41 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 42 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 43 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2014
Table 44 NBO Company Shares of Surface Care: % Value 2013-2017
Table 45 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 46 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 47 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 48 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 49 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in the Czech Republic

HEADLINES

PROSPECTS

Improving economic situation provides good growth opportunity for toilet care

Eco-friendly brands see rising consumer interest

Manufacturers to focus on faster-growing segments of toilet care

COMPETITIVE LANDSCAPE

Intensive price promotions and discounts characterise toilet care

Local manufacturers under pressure

Private label products remain relevant in 2017

CATEGORY DATA

Table 50 Sales of Toilet Care by Category: Value 2012-2017
Table 51 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 52 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 53 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 54 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

Dishwashing in the Czech Republic

HEADLINES

PROSPECTS

Premiumisation and automatic dishwashing tablets drive growth

Rising environmental consciousness boosts demand

Dishwashing additives – a major growth driver

COMPETITIVE LANDSCAPE

Value for money and product labelling to play an increasingly important role

Price promotions remain highly popular

Innovation and marketing support important for gaining share

CATEGORY INDICATORS

Table 56 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 57 Sales of Dishwashing by Category: Value 2012-2017
Table 58 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 59 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 60 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 61 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 62 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Laundry Care in the Czech Republic

HEADLINES

PROSPECTS

Premiumisation and economic development positively impact sales

Eco-friendly products successfully build consumer base

Other laundry aids grows fastest

COMPETITIVE LANDSCAPE

Intensive price promotions

Important role of product innovation

Expectations

CATEGORY INDICATORS

Table 63 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 64 Sales of Laundry Care by Category: Value 2012-2017
Table 65 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 66 Sales of Laundry Aids by Category: Value 2012-2017
Table 67 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 68 Sales of Laundry Detergents by Category: Value 2012-2017
Table 69 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 70 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2012-2017
Table 71 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 72 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 73 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 74 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 75 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 76 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 77 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 78 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in the Czech Republic

New Report Guarantee

Executive Summary

New Report Guarantee

Home care benefits from rising premiumisation and convenience

The existence of dual product quality in Europe gains attention

Innovative brand marketing punches through in 2017

Product innovation creates interest and boosts home care sales

Home care to achieve positive 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 the Czech Republic

EXECUTIVE SUMMARY

Home care benefits from rising premiumisation and convenience

The existence of dual product quality in Europe gains attention

Innovative brand marketing punches through in 2017

Product innovation creates interest and boosts home care sales

Home care to achieve positive growth

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Air Care in the Czech Republic

HEADLINES

PROSPECTS

Modern and eco-friendlier products gain popularity among Czech consumers

Potential threats

Marketing activity

COMPETITIVE LANDSCAPE

Product innovation strengthens slightly

Brand marketing to play an increasingly important role

Multinationals dominate air care

CATEGORY DATA

Bleach in the Czech Republic

HEADLINES

PROSPECTS

Bleach loses consumer interest in the Czech Republic

Single-purpose products reign supreme

Laundry bleaching with specialised products preferred

COMPETITIVE LANDSCAPE

Traditional bleach brands move to more popular categories

Private label expected to gain share

Little innovation or marketing activity foreseen for bleach

CATEGORY DATA

Home Insecticides in the Czech Republic

HEADLINES

PROSPECTS

Insecticides made at home hamper more significant growth

Repellents gain popularity

Eco-friendly products remain very limited

COMPETITIVE LANDSCAPE

Competition remains intensive

More sophisticated marketing activities help drive sales

Online shopping becoming more popular

CATEGORY DATA

Polishes in the Czech Republic

HEADLINES

PROSPECTS

Improving economic situation positively impacts polishes

Skin care products compete with shoe polish

Eco-friendly products remain insignificant

COMPETITIVE LANDSCAPE

Price discounts remain popular

Private label products are increasingly successful within shoe polish

Stronger marketing support to positively impact growth

CATEGORY DATA

Surface Care in the Czech Republic

HEADLINES

PROSPECTS

Specific surface care products

Increasing household numbers boost demand

Consumers expected to increasingly opt for premium products

COMPETITIVE LANDSCAPE

Product labelling and sophisticated marketing support to play an important role