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Country Report

Home Care in

Home Care in the Czech Republic

Feb 2019

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Executive Summary

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Demand for good quality, more sophisticated and convenient products drives home care sales in 2018

Home care in the Czech Republic registered moderate current value growth in 2018, similar to that of previous years. While the consumption of home care products remained fairly stable, value growth was driven by rising demand for good quality and more sophisticated products which are convenient to use and offer some added value to the consumer.

Premiumisation and rising environmental consciousness the leading trends in home care

The rising disposable incomes of Czech consumers supported the premiumisation trend in home care at the end of the review period. In an effort to make their lives easier, consumers sought products which are highly effective, save time and offer some added value, such as a pleasant scent or decorative element.

Price promotions remain a key marketing tool

In 2018, home care continued to be dominated by strong multinationals, with domestic players having a weak presence due to being unable to compete as a result of limited resources. The leading five players were Henkel, Procter & Gamble, Reckitt Benckiser, Unilever and SC Johnson.

New product developments follow the main trends in home care

New product developments in home care in 2018 followed current trends, including improved product formulations, pleasant scents, more attractive designs or greater segmentation. In addition, some of the leading producers continued to penetrate more promising home care categories.

Stronger growth predicted for home care over the forecast period

Home care is expected to record slightly stronger value growth over the forecast period when compared to the review period, with sales driven by rising consumer demand for higher quality, more sophisticated and eco-friendly products. However, even stronger growth will be hampered by an ongoing high number of price promotions.

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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 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

Demand for good quality, more sophisticated and convenient products drives home care sales in 2018

Premiumisation and rising environmental consciousness the leading trends in home care

Price promotions remain a key marketing tool

New product developments follow the main trends in home care

Stronger growth predicted for home care over the forecast period

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 the Czech Republic

HEADLINES

PROSPECTS

Air care sales driven by rising disposable incomes and the premiumisation trend

Modern and more natural types of air care in demand

Health concerns a potential threat

COMPETITIVE LANDSCAPE

Air care continues to be led by two strong multinationals

Innovation and marketing support needed to attract consumers

Premiumisation and promotion continue to be a challenge for private label

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 the Czech Republic

HEADLINES

PROSPECTS

Bleach suffering from falling consumer demand

Laundry bleach prevails in the Czech market

COMPETITIVE LANDSCAPE

Unilever remains the clear category leader

Domestic producers remain relatively successful in bleach

Penetration of private label remains weak

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 the Czech Republic

HEADLINES

PROSPECTS

Shift from hand to automatic dishwashing continues

Automatic dishwashing tablets the main driver of sales

Premiumisation and environmental consciousness impact unit prices

COMPETITIVE LANDSCAPE

Price promotions remain crucial to attract consumers

Eco brands gain ground

Private label suffers from premiumisation and frequent price discounts

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 the Czech Republic

HEADLINES

PROSPECTS

Sales of home insecticides supported by a hot and long summer in 2018

Electric insecticides in demand

Health concerns a potential threat to category growth

COMPETITIVE LANDSCAPE

SC Johnson continues to dominate sales

Strong potential for eco-friendly products

Private label remains weak in home insecticides

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 the Czech Republic

HEADLINES

PROSPECTS

Weak performance driven by laundry detergents

Impact of premiumisation

Laundry aids the best performing category in 2018

COMPETITIVE LANDSCAPE

Henkel strengthens its leading position

Unilever continues to gain share

Value share of private label stagnates

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 the Czech Republic

HEADLINES

PROSPECTS

Polishes records modest growth in 2018

Growing interest in modern surfaces to support sales of polishes

Shoe polish remains the largest category

COMPETITIVE LANDSCAPE

SC Johnson remains the leading player

Domestic players maintain a relatively strong presence

Share of private label falls in 2018

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 the Czech Republic

HEADLINES

PROSPECTS

Demand for sophisticated and premium products drives sales

Other impregnated wipes the best performer in surface care

Task-specific products growing in popularity

COMPETITIVE LANDSCAPE

Surface care dominated by multinationals

Eco-friendly brands have strong potential

Unmet potential of private label

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 the Czech Republic

HEADLINES

PROSPECTS

Economic climate positively impacts toilet care

ITBs the main driver of sales

Rim blocks on the rise

COMPETITIVE LANDSCAPE

Consumer demand boosted by new innovations

Competition intensifies in rim blocks

Eco-friendly products only just emerging in toilet care

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

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Megatrends

Country Report

Home Care in the Czech Republic

New Report Guarantee

Executive Summary

New Report Guarantee

Demand for good quality, more sophisticated and convenient products drives home care sales in 2018

Premiumisation and rising environmental consciousness the leading trends in home care

Price promotions remain a key marketing tool

New product developments follow the main trends in home care

Stronger growth predicted for home care over the forecast period

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

Demand for good quality, more sophisticated and convenient products drives home care sales in 2018

Premiumisation and rising environmental consciousness the leading trends in home care

Price promotions remain a key marketing tool

New product developments follow the main trends in home care

Stronger growth predicted for home care over the forecast period

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Air Care in the Czech Republic

HEADLINES

PROSPECTS

Air care sales driven by rising disposable incomes and the premiumisation trend

Modern and more natural types of air care in demand

Health concerns a potential threat

COMPETITIVE LANDSCAPE

Air care continues to be led by two strong multinationals

Innovation and marketing support needed to attract consumers

Premiumisation and promotion continue to be a challenge for private label

CATEGORY DATA

Bleach in the Czech Republic

HEADLINES

PROSPECTS

Bleach suffering from falling consumer demand

Laundry bleach prevails in the Czech market

COMPETITIVE LANDSCAPE

Unilever remains the clear category leader

Domestic producers remain relatively successful in bleach

Penetration of private label remains weak

CATEGORY DATA

Dishwashing in the Czech Republic

HEADLINES

PROSPECTS

Shift from hand to automatic dishwashing continues

Automatic dishwashing tablets the main driver of sales

Premiumisation and environmental consciousness impact unit prices

COMPETITIVE LANDSCAPE

Price promotions remain crucial to attract consumers

Eco brands gain ground

Private label suffers from premiumisation and frequent price discounts

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in the Czech Republic

HEADLINES

PROSPECTS

Sales of home insecticides supported by a hot and long summer in 2018

Electric insecticides in demand

Health concerns a potential threat to category growth

COMPETITIVE LANDSCAPE

SC Johnson continues to dominate sales

Strong potential for eco-friendly products

Private label remains weak in home insecticides

CATEGORY DATA

Laundry Care in the Czech Republic

HEADLINES

PROSPECTS

Weak performance driven by laundry detergents

Impact of premiumisation

Laundry aids the best performing category in 2018

COMPETITIVE LANDSCAPE

Henkel strengthens its leading position