Executive Summary

Feb 2019
PROSPECTS
Weak performance driven by laundry detergents

In 2018, laundry care recorded a similar performance to 2017, posting only a marginal increase in retail value sales. This relatively weak performance was driven by a moderate decline in the value sales of laundry detergents, which continued to suffer from ongoing discounting.

Impact of premiumisation

Premiumisation was a key trend in laundry care in 2018. Besides growing demand for high quality and more sophisticated products, this was visible mainly in the continuing shift from powder and standard laundry detergents to liquid and concentrated variants.

Laundry aids the best performing category in 2018

Laundry aids was the best performing category in laundry care in 2018, recording double-digit current value growth. Sales were driven by increasing demand for products such as colour catchers, scent boosters, water softeners and laundry sanitisers, with these also benefiting from rising availability as some of the leading multinationals launched these for the first time in the Czech market.

COMPETITIVE LANDSCAPE
Henkel strengthens its leading position

Laundry care continued to be dominated by strong multinationals in 2018, led by Henkel. The company remained particularly strong in fabric softeners and laundry detergents, in which it ranked first, while in laundry aids in ranked second behind Reckitt Benckiser.

Unilever continues to gain share

Unilever continued to gain share in laundry care in 2018. The company benefited from both the ongoing growth of brands which were launched over the review period (the laundry detergent Surf and fabric softener Coccolino) and the introduction of new products such as Coccolino Perfume Pearls scent boosters and Savo chlorine-free concentrated powder and liquid detergents.

Value share of private label stagnates

Although private label has not yet reached its full potential, its value share in laundry care stagnated in 2018. This can be attributed to the premiumisation trend, rising disposable incomes and an ongoing high number of price discounts on branded products.

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Laundry Care in the Czech Republic

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Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry 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 Laundry Care industry in Czech Republic, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry 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 Laundry Care in Czech Republic?
  • What are the major brands in Czech Republic?
  • What is the performance of concentrated liquid detergents?
  • What are the main new products developments in the laundry aids area?

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.

Laundry Care in the Czech Republic - Category analysis

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 1 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 2 Sales of Laundry Care by Category: Value 2013-2018
Table 3 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 4 Sales of Laundry Aids by Category: Value 2013-2018
Table 5 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 6 Sales of Laundry Detergents by Category: Value 2013-2018
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 8 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 9 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 10 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 11 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 12 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 14 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Home Care in the Czech Republic - Industry Overview

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 16 Households 2013-2018

MARKET DATA

Table 17 Sales of Home Care by Category: Value 2013-2018
Table 18 Sales of Home Care by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Care: % Value 2014-2018
Table 20 LBN Brand Shares of Home Care: % Value 2015-2018
Table 21 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 22 Distribution of Home Care by Format: % Value 2013-2018
Table 23 Distribution of Home Care by Format and Category: % Value 2018
Table 24 Forecast Sales of Home Care by Category: Value 2018-2023
Table 25 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources