Home care in 2024: The big picture
In 2024, the home care market in Bosnia and Herzegovina recorded a solid retail value growth of 6%, primarily driven by rising prices due to persistent inflation. However, inflation had eased somewhat compared to the peak levels of 2022 and 2023.
2024 key trends
While laundry detergents performed well in 2024, supported by new brand launches, more mature categories, including bar detergents and hand wash detergents, continued to see a decline in consumer demand, leading to a fall in retail volume growth and low-level retail value growth. Despite this, the overall laundry care category saw significant innovation and strong marketing and advertising efforts from leading players, which helped sustain its reputation as a category with one of the highest growth potentials.
Competitive landscape
In 2024, Saponia dd maintained a strong lead within Turkey's home care market, driven by the solid market presence of its well-established brands such as Faks, Arf, BioAktiv, and Ornel in laundry care, Likvi and Tipso in dishwashing, and Arf and Vim in surface care. The company continued to launch key new products across multiple home care categories, solidifying its position as a leading player and a fierce competitor against reputable international brands.
Retailing developments
Small local grocers continued to lead the sales and distribution of home care products in 2024, holding a significant share of the market. However, modern grocery retailers, led by supermarkets and hypermarkets, were steadily increasing their presence.
What next for home care?
Retail sales for home care are set to increase at a current value CAGR of 3% (2024 constant value CAGR of 1%) over the forecast period. While some categories, such as toilet care and bleach, have reached maturity, others, including laundry care and dishwashing, will continue to see strong consumer demand, driven by ongoing innovation.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Bosnia and Herzegovina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Bosnia and Herzegovina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Bosnia and Herzegovina report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Bosnia and Herzegovina?
- Which are the leading brands in Home Care in Bosnia and Herzegovina?
- How are products distributed in Home Care in Bosnia and Herzegovina?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Bosnia and Herzegovina
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Bosnia and Herzegovina
KEY DATA FINDINGS
Air care records a retail volume decline as consumers prioritise essential items
Liquid air fresheners record strong growth as consumers shift away from spray/aerosol air fresheners
Air care has a static competitive landscape with innovation driving growth
Air care is set for positive retail value growth as disposable incomes improve
Electric air fresheners is expected to regain momentum as consumers appreciate new product developments
Candle air fresheners is set to record the strongest retail volume growth
Bleach in Bosnia and Herzegovina
KEY DATA FINDINGS
Ongoing retail volume decline for bleach, perceived by many to be outdated
Changing consumer preferences drive the ongoing decline in bleach
Domestic players retain the lead of the competitive landscape in 2024
An ongoing decline as bleach will be challenged by surface care products
Limited competition as international players are set to place less focus on bleach
Local players to retain the market leadership, offering affordable bleach options
Dishwashing in Bosnia and Herzegovina
KEY DATA FINDINGS
Dishwashing records moderate growth as consumers trade down to affordable options
Dishwashing additives record strong growth from a low base, while retail volume growth for hand dishwashing struggles
Ongoing innovation and product launches boost consumer interest in dishwashing
Moderate growth for dishwashing as consumers shift towards automatic formats
Ongoing innovation is set to bolster growth for dishwashing additives
A shrinking consumer base and the rise of dishwashers is set to negatively impact hand dishwashing
Home Insecticides in Bosnia and Herzegovina
KEY DATA FINDINGS
The extended heat wave drives positive retail growth during the summer months
Electric insecticides continue to lead growth, further bolstered by premiumisation
SC Johnson wax doo retains its lead, offering the well-established brand Raid
Home insecticides is set to decline amidst changing consumer preferences
Electric home insecticides is set to drive ongoing growth, bolstered by innovation and product development
Spray/aerosol insecticides will struggle as consumers shift to safer options
Laundry Care in Bosnia and Herzegovina
KEY DATA FINDINGS
Innovation supports growth in laundry detergents, while bar and hand wash detergents face a decline
A surge in demand for pre-wash spot and stain removers, liquid tablet detergents, and laundry aids
A rise in innovation and heightened regional competition in laundry care
Moderate retail value growth expected while bar and hand wash detergents continue to decline
Pre-wash spot and stain removers are expected to see strong growth driven by convenience and innovation
Strong efficiency is set to drive ongoing growth for liquid tablet detergents
Polishes in Bosnia and Herzegovina
KEY DATA FINDINGS
Retail value remains positive, while volume growth is challenged by changing consumer preferences
Despite the challenge of changing footwear, shoe polish leads growth in 2024
Limited demand for furniture polish as modern furnishings do not require the product
Moderate decline in polishes as changing consumer preferences challenge growth
Shoe polish is set to lead growth despite the rising interest in casual shoes
Furniture polish is predicted to struggle, recording the most significant retail volume decline
Surface Care in Bosnia and Herzegovina
KEY DATA FINDINGS
Solid growth in surface care as major players focus on innovation and product development
Positive growth for wash and wax floor cleaners while furniture polish wipes gain ground
Innovation supports growth as products focus on fragrances and efficacy
Growth in surface care is set to be challenged by maturity and a declining consumer base
Standard floor cleaners are set to record positive growth as scouring agents underperform
A strong performance is expected for all purpose cleaning wipes as consumers appreciate convenience
Toilet Care in Bosnia and Herzegovina
KEY DATA FINDINGS
Solid retail value growth driven by inflation and stable consumer demand
Rim liquids remain the fastest-growing product in 2024, bolstered by innovation
Fierce competition as international players focus on product innovation within toilet care
Moderate growth predicted as maturity challenges the toilet care market
Rim liquids is expected to lead retail value and volume growth
The expansion of retail e-commerce is set to support ongoing sales of toilet care
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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