Toilet Care in Slovenia

PROSPECTS

Rising disposable incomes and greater household budgets drive growth of toilet care

As Slovenia prospers, consumers have more disposable income to allocate to home care products. Increased budgets mean that more products are seen to be priority purchases.

Toilet care is increasingly important for Slovenia’s ageing population

With limited population growth predicted and increasing life expectancy, Slovenia’s population is ageing. As older people tend to spend more time at home, people generally want to make their home environment as comfortable and pleasant as possible.

There is a growing demand for eco-friendly products in toilet care

Consumers are increasingly aware of ecological issues and people are more concerned about the negative environmental and health effects of many home care products. The move away from harsh chemicals to gentler, safer products is demonstrated by the decline of bleach.

COMPETITIVE LANDSCAPE

Henkel Slovenija doo leads toilet care with its Bref brand

International players Henkel Slovenija doo and SC Johnson & Son Inc dominate toilet care in Slovenia with their Bref and Duck brands respectively, with the latter also introducing its Mr Muscle brand in 2015. Henkel Slovenija’s strong lead is unsurprising, as it benefits from the most active marketing.

Companies compete on price in the absence of advertising

International players benefit from good shelf positioning as well as the good reputation of their products. Other companies compete on price by offering discounts, as there have been no particular marketing campaigns in terms of television or print advertising in 2019.

Private label continues to grow its share but remains eclipsed by big brands

During the review period, frequent product launches and innovation was the basis for winning over consumers, especially for the leading premium brands. However, economy brands are becoming more significant, with consumers showing a tendency to transition to lower-priced products, especially given the increased availability of private label products from the likes of leading grocery retailer Mercator.

Files are delivered directly into your account within a few minutes of purchase.