Whilst laundry care portrayed growth in 2020, some product areas, such as fabric softeners and fabric fresheners, were negatively affected by the economic recession and income uncertainty as consumers prioritised essential items in their budget allocation. There was also a decline in demand for standard powder detergents, but this is a trend that had been going on since before COVID-19.
During the review period, Croatians had gradually been turning from concentrated powder detergents towards newer formats such as concentrated liquid detergents and liquid tablet detergents, due to rising disposable incomes which enabled them to purchase higher-priced laundry care solutions that offer greater convenience, in addition to reducing storage needed for bulky packaging, and mess that can often accompany administering powder. Innovative formats such as tablets carry higher than average unit prices which added value to the product area.
Local player Saponia retained its leadership of laundry care in 2020, with its brands Faks, Ornel and BioAktiv remaining in the top five rankings. Many domestic players do not have the technological capabilities to compete with multinationals and tend to capitalise on their understanding of the needs of local consumers, such as offering more affordable products of an acceptable quality.
Over the forecast period, growth in laundry care will largely depend on the overall economic sentiment and the rise in consumer disposable incomes. COVID-19 has accelerated the general trend towards elevated hygiene-consciousness among consumers globally and in Croatia, benefiting laundry care product sales.
Liquid tablet detergents are anticipated to record significant retail volume and current value growth in the forecast period. However, while its convenient format offers time-restricted affluent consumers an alternative option to traditional laundry care, many Croatians have deeply engrained washing habits which means that they are resistant to innovation or new products, particularly if they are more expensive compared to the laundry care they normally purchase, resulting in niche demand for the tablet format.
While many Croatians will continue to search for laundry care that offers them value for money, the product area could develop in several directions, offering producers the chance to add further value. Affluent consumers will continue to search for convenient all-in-one solutions offered by liquid tablet detergents which will encourage a higher number of producers to launch products in this category, thereby gaining greater visibility over the forecast period.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Croatia 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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