Surface Care in Bosnia and Herzegovina

PROSPECTS

Multi-purpose products compete against task-specific cleaners as bathroom cleaners decline over the review period

The product specialisation trend is visible in Bosnia-Herzegovina in surface care, with products for specific purposes continuing to gain popularity in 2019. This lead to floor cleaners recording the best performance, while multi-purpose cleaners was far behind in terms of retail value growth.

All-purpose cleaning wipes record the strongest growth, appealing to convenience-driven consumers

All-purpose cleaning wipes recorded the strongest current value growth in surface care in 2019. Despite this growth, cleaning wipes remains a small area, which appeals to a niche of convenience-driven consumers.

Floor surfaces cleaners continue to gain ground as players launch improved offerings

After home care wipes, standard floor cleaners was the best performing area in surface care. The review period saw a significant improvement in the range of conventional floor cleaners, with manufacturers launching various purpose-specific products, including laminate cleaners, parquet cleaners and tiled floor cleaners, with these being the most common floor types in Bosnia-Herzegovina.

COMPETITIVE LANDSCAPE

In 2019, Saponia increased its lead over Unilever with eco-friendly products

Saponia continued to lead surface care in Bosnia-Herzegovina in 2019, ahead of a pack of multinationals.

With no new launches in 2019, players focus on advertising and promotions

There were no notable new launches that were widely advertised within surface care in 2019. This is unusual, as traditionally there are several notable new launches each year in surface care.

Dm-Drogerie Markt continues to lead home care wipes, offering low price points to attract consumers

dm-Drogerie Markt was the leader in home care wipes in Bosnia-Herzegovina in 2019, with its offering Denkmit. It is unusual for a private label player to lead, but dm-Drogerie Markt offers a wide portfolio of goods with low unit prices, attracting a wide selection of consumers.

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