Concentrated formats flooded laundry care in Bosnia-Herzegovina over the review period. This was particularly the case in laundry detergents, where concentrated formats have entirely replaced standard detergents, but also other categories such as fabric softeners.
Concentrated liquid detergents recorded the strongest current value growth in laundry care in Bosnia-Herzegovina in 2018. There are no standard alternatives in liquid detergents so growth was not fuelled by the concentration trend but rather by consumers perceiving liquid detergents as superior to powders, viewing them as gentler on sensitive fabrics and requiring less or no additional fabric softener.
Laundry detergents are the dominant products in laundry care, with powder detergents currently the leading format in laundry detergents. Both these factors illustrate how conservative the laundry care category is in Bosnia-Herzegovina, dominated by basic care and mature formats.
Procter & Gamble and Saponia together continued to lead laundry care in 2018. Both players offer a wide range of brands and products across the price spectrum, thus appealing to a wider consumer audience than those manufacturers with a particular price positioning.
Beohemija recorded the strongest increase in value share in laundry care in 2018 for the second consecutive year. The company has had a new distributor in the country since 2017 and is benefiting from restructuring, which was undertaken to address its financial problems.
The penetration of private label in laundry care remained low at the end of the review period. Laundry detergents generate the most sales in laundry care and private label is not doing well in that category.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Bosnia and Herzegovina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Laundry Care research and analysis database.
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