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Growth Is Supported by Convenience, Sustainability, and Multifunctionality
The home care market in Croatia demonstrated resilience in 2025, recording 3% growth to reach EUR282 million in retail value terms, outperforming regional trends. This performance is driven by shifting consumer behaviours, with a rising emphasis on convenience, sustainability, and multifunctionality. Laundry care remains the largest category, accounting for a substantial share of overall sales. The expansion of private label offerings and the growth of retail e-commerce are key trends in home care, reflecting consumer demand for both affordability and convenience. To remain competitive, brands need to prioritise sustainability, strengthen their digital presence, and continuously adapt to evolving consumer preferences.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Croatia 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 Croatia, 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 Croatia 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 Croatia?
- Which are the leading brands in Home Care in Croatia?
- How are products distributed in Home Care in Croatia?
- 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 Croatia
Growth Is Supported by Convenience, Sustainability, and Multifunctionality
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Growth Is Supported by Convenience, Sustainability, and Multifunctionality
The Laundry Care Market Is Driven by Innovation, Convenience, and Premiumisation
Chart 2 FAKS responds to the demand for convenience and multifunctionality
Private Label Products Gain Traction through Affordable Solutions
Chart 3 Value Sales 2020-2030
Chart 4 Volume Sales 2020-2030
Chart 5 Value Sales by Category 2025
Innovation Is Set to Focus on Sustainability and Convenience
Chart 6 Plastic-Free and Biodegradable Solutions Gain Momentum in Croatia's Home Care Market
Laundry Care Is Set to Lead Sales, While Dishwashing Is Expected to Drive Growth
Digitalisation and Multifunctionality Will Shape the Future of Home Care
Chart 7 Analyst Insight for Home Care
Chart 8 Forecast Value Sales 2020-2030
Chart 9 Forecast Value Sales by Category 2025-2030
Leading Companies Maintain a Strong Presence through Innovation
Private Label Growth Is Driving the Evolution of Home Care in Croatia
Chart 10 Functional efficiency and affordability drives growth
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
Supermarkets and Hypermarkets Lead through Convenience and Promotions
Retail E-Commerce Gains Traction through Improved Logistics and Competitive Pricing
Chart 13 Retail Channels 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real GDP Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Croatia
Key Data Insights
Technology Innovations and Rising Premiumisation Drive Retail Value Growth
Chart 21 Key Industry Trends for Air Care
Technology Innovations and Rising Premiumisation Drive Retail Value Growth
Spray/Aerosol Air Fresheners Leads the Market Due to Convenience and Efficacy
Mood-Boosting Ingredients Reshape Product Offerings
Chart 22 Air Wick's Advanced Plug-In Air Care with 2X Essential Oils for Mood Lifting
Chart 23 Value Sales 2020-2030
Chart 24 Volume Sales 2020-2030
Chart 25 Value Sales by Category 2025
There Is Set to Be a Growing Demand for Premium and Sustainable Air Care Solutions
Chart 26 Analyst Insight for Air Care
Spray/Aerosol Air Fresheners Is Expected to Remain Dominant, While Electric Air Fresheners Drive Growth
Health and Wellness Is Set to Influence Product Innovation and Market Dynamics
Chart 27 Lamiale Promotes Natural Air Fresheners for Relaxation and Better Sleep Quality
Chart 28 Forecast Value Sales 2020-2030
Chart 29 Forecast Value Sales by Category 2025-2030
Leading Players Maintain Their Positions Due to Strong Brands, Distribution, and Innovation
Players Focus on Sustainable Practices to Gain Traction
Chart 30 Air Wicks Offers Refills, Promoting Sustainable Air Care
Chart 31 Company Shares 2025
Chart 32 Brand Shares 2025
Supermarkets and Hypermarkets Lead Sales Due to Convenience and Widespread Availability
Retail E-Commerce Drives Growth with Premium Products
Chart 33 Retail Channels 2020-2025
Chart 34 Economic Context for Air Care
Chart 35 Real GDP Growth 2020-2030
Chart 36 Inflation 2020-2030
Chart 37 Consumer Context for Air Care
Chart 38 Population 2020-2030
Chart 39 Consumer Expenditure 2020-2030
Chart 40 Population by Generation 2025
Bleach in Croatia
Key Data Insights
The Bleach Market Shows Value Growth Despite a Slight Volume Decline
Chart 41 Key Industry Trends for Bleach
The Bleach Market Shows Value Growth Despite a Slight Volume Decline
Multifunctionality Drives Growth and Premiumisation
Chart 42 Domestos Expands Product Line with Oxygen-Based Bleach for Eco-Conscious Consumers
Rising Health Awareness and Sustainability Shape the Bleach Market
Chart 43 Value Sales 2020-2030
Chart 44 Volume Sales 2020-2030
Eco-Conscious Consumers Are Set to Drive Demand for Innovation and Growth
Multifunctionality and Premiumisation Are Set to Drive Growth
All-In-One Solutions Offer Growth Opportunities
Chart 45 Forecast Value Sales 2020-2030
Unilever Croatia Doo Leads with Innovative and Sustainable Offerings
Launches Focus on Multifunctionality and Premiumisation
Chart 46 Company Shares 2025
Chart 47 Brand Shares 2025
Supermarkets and Hypermarkets Drive Bleach Sales through Promotions
Retail E-Commerce Gains Traction with Convenience and Variety
Chart 48 Retail Channels 2020-2025
Chart 49 Economic Context for Bleach
Chart 50 Real GDP Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Bleach
Chart 53 Population 2020-2030
Chart 54 Consumer Expenditure 2020-2030
Chart 55 Population by Generation 2025
Dishwashing in Croatia
Key Data Insights
Economic Considerations Impact Sales, While Automatic Dishwashing Leads Value Sales
Chart 56 Key Industry Trends for Dishwashing
Economic Considerations Impact Sales, While Automatic Dishwashing Leads Value Sales
Packaging Formats Evolve along with Changing Consumer Preferences
Chart 57 Zero-Waste Dish Soap Refills in Fully Biodegradable Paper Sachets
Sustainability Shapes Consumer Preferences
Chart 58 Naturesafe Marine Introduces Biodegradable Dishwashing Liquid in Croatia
Multifunctional Dishwashing Products Are Favoured
Chart 59 All-In-One Dish Care Innovation for Modern Consumer Needs in Croatia
Chart 60 Value Sales 2020-2030
Chart 61 Volume Sales 2020-2030
Chart 62 Value Sales by Category 2025
Rising Demand for Eco-Friendly and Convenient Products Set to Drive Growth
Chart 63 Analyst Insight for Dishwashing
Automatic Dishwashing Expected to Maintain Its Dominance and See Dynamic Growth
Multifunctionality and Retail E-Commerce Anticipated to Have an Impact
Chart 64 Forecast Value Sales 2020-2030
Chart 65 Forecast Value Sales by Category 2025-2030
Henkel and Reckitt Benckiser Lead with Sustainable Offerings
Opportunities for Companies by Focusing on Sustainability and Digital Engagement
Chart 66 Company Shares 2025
Chart 67 Brand Shares 2025
Supermarkets Remains the Leading Distribution Channel
Retail E-Commerce Gains Traction From a Low Base
Chart 68 Retail Channels 2020-2025
Chart 69 Economic Context for Dishwashing
Chart 70 Real GDP Growth 2020-2030
Chart 71 Inflation 2020-2030
Chart 72 Consumer Context for Dishwashing
Chart 73 Population 2020-2030
Chart 74 Consumer Expenditure 2020-2030
Chart 75 Population by Generation 2025
Home Insecticides in Croatia
Key Data Insights
Eco-Friendly Trends Drive Product Innovation in Home Insecticides
Chart 76 Key Industry Trends of Home Insecticides
Eco-Friendly Trends Drive Product Innovation in Home Insecticides
Chart 77 Aeroxon offers a range of eco-friendly home insecticide solutions in Croatia
Spray/Aerosol Insecticides Dominate through Offering Effectiveness and Convenience
Electric Insecticides Sales Benefit From Rising Urbanisation in Croatia
Chart 78 Value Sales 2020-2030
Chart 79 Volume Sales 2020-2030
Chart 80 Value Sales by Category 2025
Consumers Are Set to Drive Demand for Eco-Friendly and Convenient Solutions
Urban Pest Control and Convenience-Led Formats Will Gain Traction
Retail E-Commerce and Regulatory Pressures Will Shape Home Insecticides
Chart 81 Forecast Value Sales 2020-2030
Chart 82 Forecast Value Sales by Category 2025-2030
The Market Remains Highly Concentrated with Strong Brand Leadership
Sustainability and Digital Strategies Create Competitive Opportunities
Chart 83 Company Shares 2025
Chart 84 Brand Shares 2025
Supermarkets and Hypermarkets Lead Home Insecticides Sales
Retail E-Commerce Gains Traction with Eco-Friendly Products
Chart 85 Retail Channels 2020-2025
Chart 86 Economic Context for Home Insecticides
Chart 87 Real GDP Growth 2020-2030
Chart 88 Inflation 2020-2030
Chart 89 Consumer Context for Home Insecticides
Chart 90 Population 2020-2030
Chart 91 Consumer Expenditure 2020-2030
Chart 92 Population by Generation 2025
Laundry Care in Croatia
Key Data Insights
Growth Is Driven by Premiumisation, Fabric Care Demand, and Changing Washing Habits
Chart 93 Key Industry Trends for Laundry Care
Growth Is Driven by Premiumisation, Fabric Care Demand, and Changing Washing Habits
Evolving Laundry Care Formats Offer Consumers Greater Convenience, Efficiency, and Sustainable Choices
Chart 94 Cloversoft’S 4-In-1 Refill Pack Illustrates Evolving Product Formats in Laundry Care
The Rise of Eco-Friendly Formats Shapes Innovation within Laundry Care
Chart 95 Natulim Eco Laundry Sheets Offers a Sustainable Solution to Consumers
Sustainability and Rising Incomes Are Expected to Support Steady Growth
Laundry Detergents Will Lead Growth through Format Innovation and Convenience
Chart 96 Ariel's Compact Pods Deliver Full-Cycle Performance in Minutes
Refill Models and Value-Driven Purchasing Are Set to Shape Buying Behaviour
Chart 97 Forecast Value Sales 2020-2030
Chart 98 Forecast Value Sales by Category 2025-2030
Saponia Dd Leads a Concentrated Market Shaped by Innovation and Rising Private Label Competition
Chart 99 Analyst Insight for Laundry Care
Sustainability, Refill Models, and Value-Driven Strategies Will Shape the Competitive Landscape
Chart 100 Company Shares 2025
Chart 101 Brand Shares 2025
Supermarkets and Hypermarkets Dominate Sales Due to In-Store Experience and Promotions
Retail E-Commerce Grows Due to Convenience, Assortment and Digital Adoption
Chart 102 Retail Channels 2020-2025
Chart 103 Economic Context for Laundry Care
Chart 104 Real GDP Growth 2020-2030
Chart 105 Inflation 2020-2030
Chart 106 Consumer Context for Laundry Care
Chart 107 Population 2020-2030
Chart 108 Consumer Expenditure 2020-2030
Chart 109 Population by Generation 2025
Polishes in Croatia
Key Data Insights
All-In-One Solutions Drive Value Growth in Polishes
Chart 110 Key Industry Trends for Polishes
All-In-One Solutions Drive Value Growth in Polishes
Retail Value Growth Persists Despite Declining Volume Sales
Multifunctionality Drives Sales and Innovation
Chart 111 Labud’S Multifunctional Polish for Efficient Cleaning and Protection
Chart 112 Value Sales 2020-2030
Chart 113 Volume Sales 2020-2030
Chart 114 Value Sales by Category 2025
Consumers Are Set to Drive Demand for Multifunctional and Sustainable Polishes
Floor Polish Will Remain Dominant, While Shoe Polish Shows Promise
Premiumisation Will Respond to Consumer Demand for Better Formulations
Chart 115 Forecast Value Sales 2020-2030
Chart 116 Forecast Value Sales by Category 2025-2030
Sc Johnson & Son Inc Leads with Multifunctional Polish Offerings
Opportunities in Multifunctionality, Sustainability, and Retail E-Commerce
Chart 117 Company Shares 2025
Chart 118 Brand Shares 2025
Modern Grocery Retailers Lead Polish Sales with Established Consumer Trust
Retail E-Commerce Emerges as the Fastest-Growing Channel Driven by Convenience
Chart 119 Retail Channels 2020-2025
Chart 120 Economic Context for Polishes
Chart 121 Real GDP Growth 2020-2030
Chart 122 Inflation 2020-2030
Chart 123 Consumer Context for Polishes
Chart 124 Population 2020-2030
Chart 125 Consumer Expenditure 2020-2030
Chart 126 Population by Generation 2025
Surface Care in Croatia
Key Data Insights
Strong Growth in Surface Care Is Driven by Sustainability and Multifunctionality
Chart 127 Key Industry Trends for Surface Care
Strong Growth in Surface Care Is Driven by Sustainability and Multifunctionality
Chart 128 Mavro Uniclean launched its biodegradable multisurface cleaner for sustainable use
Multi-Purpose Cleaners Leads Sales as Consumers Appreciate Convenience
Chart 129 Super Jon Iq Clean Staklo Drives Healthier and Sustainable Innovation
Innovative Products Drive Growth in Home Care Disinfectants
Chart 130 Value Sales 2020-2030
Chart 131 Volume Sales 2020-2030
Chart 132 Value Sales by Category 2025
Consumers Will Drive Demand for Sustainable and Multifunctional Products
Multi-Purpose Cleaners Is Expected to Remain the Largest Subcategory
Growth for Eco-Friendly Home Care Disinfectants Is Set to Be Driven by Health and Wellness Trends
Chart 133 Forecast Value Sales 2020-2030
Chart 134 Forecast Value Sales by Category 2025-2030
Leading Players Maintain Dominance through Innovation and Distribution
Competitor Innovation Focuses on Multifunctional and Sustainable Surface Care Solutions
Chart 135 Werner & Mertz Launches Tanet Multiclean with Eco-Friendly Packaging
Chart 136 Company Shares 2025
Chart 137 Brand Shares 2025
One-Stop Shopping Drives the Dominance of Supermarkets and Hypermarkets in Surface Care Sales
Growth for Retail E-Commerce Is Driven by the Rising Demand for Convenience
Digital Integration Is Reshaping the Retail Landscape
Chart 138 Retail Channels 2020-2025
Chart 139 Economic Context for Surface Care
Chart 140 Real GDP Growth 2020-2030
Chart 141 Inflation 2020-2030
Chart 142 Consumer Context for Surface Care
Chart 143 Population 2020-2030
Chart 144 Consumer Expenditure 2020-2030
Chart 145 Population by Generation 2025
Toilet Care in Croatia
Key Data Insights
Health-Conscious Consumers Drive Sales of Toilet Care
Chart 146 Key Industry Trends for Toilet Care
Health-Conscious Consumers Drive Sales of Toilet Care
Sales of Toilet Liquids/Foam Are Driven by Convenience and Hygiene
Innovative Formats Boost Market Share and Sales
Chart 147 Sanitar’s chlorine-free toilet care range aligns with health and wellness trends
Chart 148 Value Sales 2020-2030
Chart 149 Volume Sales 2020-2030
Chart 150 Value Sales by Category 2025
Sustainability and Convenience Are Set to Drive Steady Growth
Toilet Liquids/Foam Is Set to Maintain Its Dominance Despite a Slight Volume Decline
Innovative Formats Are Set to Drive Growth in Emerging Subcategories
Chart 151 Innovative Gel and Foam Technology for Maximum Cleaning Efficiency by Don Aslett
Chart 152 Forecast Value Sales 2020-2030
Chart 153 Forecast Value Sales by Category 2025-2030
Henkel Croatia Doo and Sc Johnson & Son Inc Lead through Innovation
Innovative Formats and Sustainability Will Reshape the Competitive Landscape
Chart 154 Company Shares 2025
Chart 155 Brand Shares 2025
Supermarkets and Hypermarkets Dominate Toilet Care Sales
Retail E-Commerce Gains Traction through Convenience and a Wider Product Assortment
Chart 156 Retail Channels 2020-2025
Chart 157 Economic Context for Toilet Care
Chart 158 Real GDP Growth 2020-2030
Chart 159 Inflation 2020-2030
Chart 160 Consumer Context for Toilet Care
Chart 161 Population 2020-2030
Chart 162 Consumer Expenditure 2020-2030
Chart 163 Population by Generation 2025
Country Reports Disclaimer
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.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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