Home care wipes and floor cleaning systems posted the best performance in surface care in 2018, albeit from a low base, with the category struggling to really take off. The concept of home care wipes and floor cleaning systems appears to clash with old habits and Croatians’ more traditional approach to household chores.
It is not difficult for manufacturers of surface care in Croatia to identify the needs of local consumers. First and foremost, they demand efficacy, with this taking priority over price.
Limited to mostly higher-income urban dwellers, interest in environmentally-friendly products was visible in 2018. Their somewhat higher prices do put off some potential users, particularly due to the simultaneous economising trend, which is generally overshadowing the “green” trend.
Multinationals maintained the upper hand in surface care in Croatia in 2018 thanks to significant advertising budgets and thus the greater visibility of their brands. Advertisements for Unilever’s Domestos and Cif brands can be seen on an almost daily basis, with this helping the company to maintain its leading position in 2018.
Despite the strength of multinationals, Croatian companies continued to compete in 2018, benefiting from strong brand loyalty and a Croatian sense of patriotism when it comes to buying fast moving consumer goods. They do not try to compete with their international counterparts in terms of technology, instead focusing on offering lower prices and encouraging consumers to remain loyal to local brands.
Although home care is generally characterised by strong brand loyalty, it is even stronger in certain categories, such as surface care. Manufacturers trying to gain a share of sales through low prices do not stand a great chance of success, with the reach of small economy brands being very low when compared to well-known names.
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This industry report originates from Passport, our Home Care market research database.