Executive Summary

Feb 2019
PROSPECTS
Premiumisation and efficacy are strong product features

Consumers sought efficiency in terms of surface care and home care detergents in 2018 as the premiumisation trend continued to develop, whilst demonstrating a degree of trust towards brands with which they have had positive experiences. Innovation in terms of electric appliances designed to make cleaning easier, such as spray mops, grew in popularity in 2018.

Eco-friendly brands gain popularity

Natural product composition and application which helps make cleaning more convenient are increasingly in demand in surface care. Even more importantly, surface care products which make the use of chemical-based detergents obsolete are highly popular, such as window/glass wipes which can both polish and clean without the need to use a detergent.

Internet retailing in Slovakia on the rise

Online sales gained in popularity in 2018 as consumers sought greater convenience by having larger detergent packs delivered to their homes. Shoppers are also seeking added-value products such as those with eco-friendly properties or their favourite brands which are more difficult to find, as well as products which consumers feel are overpriced.

COMPETITIVE LANDSCAPE
More efficient marketing support expected

Increasingly sophisticated promotion and advertising are expected to be witnessed over the forecast period within surface care. Better product placement in stores (using specialised stands), sponsoring TV shows and improving online marketing, such as with YouTube advertising and social media engagement, are all set be developed.

Consumers seek added value in new product launches

Innovations are anticipated to focus on disinfectant properties and germ removal claims, while offering convenient product application onto surfaces. Multi-purpose cleaners may also become more visible, while major brands will likely seek to enter new categories or surface types.

Discounting to be curtailed

Price promotions are expected to become less intense over the forecast period as retailers adapt new discounting strategies by offering lower discounts over shorter periods of time. Nonetheless, Slovak consumers compare prices and actively seek the best prices for their favourite brands, buying multiple packages when available at the right price.

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Surface Care in Slovakia

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Overview

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

The Surface Care in Slovakia 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 Slovakia?
  • What are the major brands in Slovakia?
  • 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 Slovakia - Category analysis

HEADLINES

PROSPECTS

Premiumisation and efficacy are strong product features
Eco-friendly brands gain popularity
Internet retailing in Slovakia on the rise

COMPETITIVE LANDSCAPE

More efficient marketing support expected
Consumers seek added value in new product launches
Discounting to be curtailed

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 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 9 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Slovakia - Industry Overview

EXECUTIVE SUMMARY

Home care records good growth in 2018
Unpackaged detergents appear in Slovakia
Competitive environment remains intense
Numerous interesting product launches across home care in 2018
Positive outlook for future value sales

MARKET INDICATORS

Table 11 Households 2013-2018

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2013-2018
Table 13 Sales of Home Care by Category: % Value Growth 2013-2018
Table 14 NBO Company Shares of Home Care: % Value 2014-2018
Table 15 LBN Brand Shares of Home Care: % Value 2015-2018
Table 16 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 17 Distribution of Home Care by Format: % Value 2013-2018
Table 18 Distribution of Home Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Home Care by Category: Value 2018-2023
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources