Home Care in the Czech Republic

Home Care in the Czech Republic

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 the Czech Republic

KEY DATA FINDINGS

2020 IMPACT

Laundry care sees a positive impact from COVID-19, thanks to consumers adhering to higher standards of hygiene, with laundry sanitiser a clear winner

Shift towards more modern variants continues, despite current challenges from lower consumer spending power

Henkel maintains its lead thanks to top Persil brand, despite losing shares to growing competition from smaller brands

RECOVERY AND OPPORTUNITIES

Short-term forecast period expected to continue to see higher-than-average sales

Gradual fading of sales over longer-term forecast period, albeit with figures still expected to be higher than in the review period

Strongest dynamism expected to continue in laundry aids

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in the Czech Republic

KEY DATA FINDINGS

2020 IMPACT

Home lockdowns due to COVID-19 boost sales in dishwashing in 2020

Eco-friendly trend continues and extends into automatic dishwashing

Henkel maintains its lead thanks to myriad strengths, while smaller brands continue

RECOVERY AND OPPORTUNITIES

Current drivers expected to continue to influence sales over the forecast period

Automatic dishwashing remains primary driver of growth

Convenience, high effectiveness and eco-friendly positioning are the winning combination

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in the Czech Republic

KEY DATA FINDINGS

2020 IMPACT

Surface care sees boost from COVID-19, due to lockdown cleaning trend and higher standards of hygiene

Disinfectant and antibacterial properties, along with impregnated wet wipes, lead the way in the popularity stakes

Unilever maintains strong lead, thanks to being ahead of the eco-friendly product trend

RECOVERY AND OPPORTUNITIES

Higher standards of hygiene set to continue to boost sales over the short-term forecast period

Home care disinfectants and all-purpose cleaning wipes set to remain dynamic category leaders

Stronger return to eco-friendly products expected after brief slump in spring 2020

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in the Czech Republic

KEY DATA FINDINGS

2020 IMPACT

Bleach benefits from consumers’ higher standards of home hygiene due to COVID-19

Growth in bleach remains marginal due to ongoing competition from laundry aids and multi-purpose cleaners

Unilever maintains strong lead thanks to long-term popularity of Savo Perex brand, further boosted by COVID-19

RECOVERY AND OPPORTUNITIES

Bleach continues to benefit over the short-term forecast period, albeit still faces competition from more sophisticated products

Lower declines expected than seen in review period, as new cleaning habits have been adopted by consumers

No significant developments expected in bleach, as producers focus on competitive categories instead

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in the Czech Republic

KEY DATA FINDINGS

2020 IMPACT

Toilet care sees positive impact from COVID-19, due to people being at home more often

Eco-friendly trend also noted in toilet care, with an increasing number of new products appearing

Henkel maintains strong lead thanks to leading Bref brand and ongoing innovations

RECOVERY AND OPPORTUNITIES

Similar ongoing growth expected, due to higher standards of home hygiene and ongoing impacts from COVID-19

Innovation expected in modern variants, thus driving value sales as volume sales stabilise

Eco-friendly brands and antibacterial agents predicted to be main drivers in toilet care

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in the Czech Republic

KEY DATA FINDINGS

2020 IMPACT

Polishes sees negative impact, due to being non-essential and outside of the consumers’ focus

Shoe polish hit the hardest, bringing category down as a whole

SC Johnson maintains its lead, with domestic companies still relatively strong in the category

RECOVERY AND OPPORTUNITIES

Slow recovery and degree of stagnation expected over short-term forecast period

Moderate growth to return to historic norms over longer-term forecast period

Sales driven by metal, floor and furniture polish, whilst shoe polish expected to see weakest recovery

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in the Czech Republic

KEY DATA FINDINGS

2020 IMPACT

Air care sees opposite trends, with sales continuing due to home seclusion, despite being non-essential products

Eco-friendly trends inspire ongoing new product launches

Top multinationals continue to lead air care with well-established brands

RECOVERY AND OPPORTUNITIES

Value sales set to slowly ramp up, driven by innovation in modern products

Liquid air fresheners expected to remain the most dynamic category over forecast period

Health and wellness trends pose a threat to “unnatural” air fresheners and drive developments in eco-friendly variants

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 64 NBO Company Shares of Air Care: % Value 2016-2020
Table 65 LBN Brand Shares of Air Care: % Value 2017-2020
Table 66 Forecast Sales of Air Care by Category: Value 2020-2025
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in the Czech Republic

KEY DATA FINDINGS

2020 IMPACT

No COVID-19 impacts noted in home insecticides, as products are dependent on insect incidences

Electric insecticides continues to remain the most popular and dynamic category, thanks to ease of use

SC Johnson maintains significant lead thanks to top Biolit and Raid brands

RECOVERY AND OPPORTUNITIES

Home insecticides remain immune from impacts from COVID-19 over forecast period

Stable moderate growth expected to continue, with innovations attracting new custom

Health and wellness trends and more natural home-made products could pose a challenge to traditional home insecticides

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2015-2020
Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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