Executive Summary

Mar 2019
PROSPECTS
Sales are still far from the previous peak level

Over the review period, Croatia had a high level of per capita consumption in sanitary protection in volume terms. Then the economic downturn came, decimating volume sales, from which the category has not yet recovered.

Consumers remain traditional

Across the consumer base, it can be said with great certainty that habits are quite traditional. For instance, towels is the prevalent product format, accounting for almost two thirds of value sales in 2018.

New ideas are still emerging

Users are not jeopardising their comfort and convenience in order to try new methods of sanitary protection – not even trying new ideas within the same product line. New trends receive a positive response mainly from new users in urban areas.

COMPETITIVE LANDSCAPE
Strong brand loyalty is a guarantee of a top position

The strong brand loyalty in sanitary protection keeps the leading brands strong at the top. Significant sales enable spending on advertising, which in turn reaps its reward in high brand recognition.

Local companies have difficulties breaking through

Given the current consolidated competitive situation, which makes it hard for new entrants to penetrate the category, local companies are reluctant to take on the challenge, due to the strong multinationals at the helm. The few local companies are more focused on manufacturing for third parties such as private label, for instance.

Economy brands clash with well-known global brand names

The shares of economy brands and private label might be insignificant compared with global brands, but are nonetheless increasing every year. In fact, they took share from the leading brands throughout the review period.

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Sanitary Protection in Croatia

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Overview

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

The Sanitary Protection in Croatia 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 Sanitary Protection in Croatia?
  • What are the major brands in Croatia?
  • What are the key new product launches in the sanitary protection market?

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 Tissue and Hygiene market research database.

Sanitary Protection in Croatia - Category analysis

HEADLINES

PROSPECTS

Sales are still far from the previous peak level
Consumers remain traditional
New ideas are still emerging

COMPETITIVE LANDSCAPE

Strong brand loyalty is a guarantee of a top position
Local companies have difficulties breaking through
Economy brands clash with well-known global brand names

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 5 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Croatia - Industry Overview

EXECUTIVE SUMMARY

Sales recovery speeds up
The absence of novelty continues
Two global giants control the competitive landscape
Interesting interaction between the main channels
Sales growth is set to increase over the forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources