Surface care in Slovenia saw a surge in demand in 2020 across most categories. The COVID-19 pandemic brought a high level of perceived threat from viruses and germs in general, leading to significantly pronounced attention to hygiene among consumers.
Eco-friendly surface care is increasingly important in Slovenia. This is partially because Slovenians generally care about the environment and because eco-friendly products are perceived as gentler and less invasive to surfaces.
High levels of brand recognition and consumer trust allow international players to dominate surface care in Slovenia. Colgate-Palmolive Adria doo leads, with Unilever Slovenija doo and Reckitt Benckiser Adriatic doo in second and third place respectively.
Overall surface care’s constant CAGR is expected to see a marginal decrease in sales over the forecast period. Bathroom cleaners and kitchen cleaners are however, expected to benefit the most from the intense hygiene-consciousness as a result of the pandemic and the increase in consumer confidence that is expected over the forecast period as the situation slowly normalises with the roll out of the COVID-19 vaccine.
As Slovenia is likely to become more prosperous again when the COVID-19 situation starts normalising, it means that the level of employment will be rising, and consumers will have more disposable income again. As the pace of life accelerates and consumers have less leisure time, convenience is likely to increase with important results for surface care.
Growth of value share over the forecast period for manufacturers and retailers will largely be dictated by their ability to innovate surface care products that have both environmentally friendly as well convenience characteristics. More importantly, the leading players will need to pay greater attention to these matters if they are to remain popular over the forecast period.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Slovenia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Surface Care research and analysis database.
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