Executive Summary

Feb 2019
PROSPECTS
Home care wipes and floor cleaning systems the best performing category but sales remain low

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.

Consumers’ needs remain clear

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.

Environmental issues on the table

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.

COMPETITIVE LANDSCAPE
Multinationals prevail

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.

Local companies continue to compete

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.

Brand loyalty curbs ventures into the economy segment

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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Surface Care in Croatia

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Overview

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

The Surface Care 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 Surface Care in Croatia?
  • What are the major brands in Croatia?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes 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 Home Care market research database.

Surface Care in Croatia - Category analysis

HEADLINES

PROSPECTS

Home care wipes and floor cleaning systems the best performing category but sales remain low
Consumers’ needs remain clear
Environmental issues on the table

COMPETITIVE LANDSCAPE

Multinationals prevail
Local companies continue to compete
Brand loyalty curbs ventures into the economy segment

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Surface Care: % Value 2014-2018
Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 7 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 8 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Croatia - Industry Overview

EXECUTIVE SUMMARY

Growth in prices only
Changing formats
Consumers remain loyal to domestic products
Sales concentrated in three large channels
Slow but stable growth predicted over the forecast period

MARKET INDICATORS

Table 9 Households 2013-2018

MARKET DATA

Table 10 Sales of Home Care by Category: Value 2013-2018
Table 11 Sales of Home Care by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Home Care: % Value 2014-2018
Table 13 LBN Brand Shares of Home Care: % Value 2015-2018
Table 14 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 15 Distribution of Home Care by Format: % Value 2013-2018
Table 16 Distribution of Home Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Home Care by Category: Value 2018-2023
Table 18 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources