Home care in 2024: The big picture
Home care in Croatia witnessed a mixed performance in 2024 as current value sales increased amidst volume challenges. Strong value growth was evident across various categories, although the pace has slowed significantly year on year due to falling inflation.
2024 key trends
In 2024, home care is shaped by several key trends that reflect changing consumer behaviour and preferences. One significant trend is the increasing importance of sustainability.
Competitive landscape
The home care competitive landscape remains concentrated in Croatia, with a strong presence of international players alongside domestic manufacturers. Major companies such as Saponia, Henkel Croatia and Procter & Gamble hold substantial value shares across categories, benefiting from both brand loyalty and extensive distribution in modern retail formats, such as hypermarkets and supermarkets.
Retailing developments
The year 2024 witnessed a stronger reliance on modern retail formats for home care purchases aided by promotional strategies. Hypermarkets and supermarkets continue to dominate distribution capturing the majority of sales in categories like laundry detergents.
What next for home care?
Home care in Croatia is poised for dynamic growth in the upcoming years, driven by evolving consumer preferences, technological advancements, and the need to become more sustainable. As consumers increasingly prioritise convenience and efficiency, the demand for innovative products will likely surge, leading to continued value growth across key categories such as laundry care, dishwashing, and surface cleaners.
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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
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Croatia
KEY DATA FINDINGS
Automatic sprays deliver personalised fragrances and mood settings
Brands focus on aesthetics as well as functionality
New multi-functional combinations offered by brands
Retail e-commerce growth is promising
Cross-channel partnerships will raise the level of innovation
Wellness-oriented air care will expand
Bleach in Croatia
KEY DATA FINDINGS
Flat volume growth as bleach comes under scrutiny
Oxygen-based bleaches claim to be less harsh on the environment
Domestos has dominant position in bleach category
Bleach will face growing competition from disinfectants and other specialist cleaning products
Premiumisation is expected in bleach category
All-in-one bleach innovations provide growth opportunities
Dishwashing in Croatia
KEY DATA FINDINGS
Rising dishwasher use drives sales of automatic products
Growing demand for eco-friendly dishwashing at affordable prices
Concentrated and multi-use formats deliver on value and sustainability
Brands seek to revive family interest in hand dishwashing
E-commerce expansion is visible in dishwashing
Multi-pack bundles will remain a key feature in dishwashing
Home Insecticides in Croatia
KEY DATA FINDINGS
Insecticides prove more versatile with multifunctional benefits
Electric insecticides enjoy buoyant performance
Natural and eco-friendly insecticides are in demand
Pet-friendly protection reflects desire for healthier options
Discreet and stylish solutions will stimulate value growth
Fragrances enhance the functionality of home insecticides
Laundry Care in Croatia
KEY DATA FINDINGS
Larger packaging formats gain popularity
Brands embrace promotional tie-ins with major sports events
Sustainability is placed at heart of brand strategies
Promotional sales will drive growth in laundry care
Players will focus on ingredient transparency
Refill stations are expected to gain importance
Polishes in Croatia
KEY DATA FINDINGS
Surface polishes offer hygiene enhancements
Wider distribution in electronics and DIY stores
Footwear brands extend into shoe polishes
Consumers will seek multi-tasking polishes
Premiumisation trend to become more visible in polishes
Furniture polishes will be stocked in mainstream retailers
Surface Care in Croatia
KEY DATA FINDINGS
Disposable surface care targets Croatia’s tourists
Brands offer tools to guide consumers as product diversity expands
Stronger emphasis on reducing plastic use
Emergence of complementary products for robotic devices
Lightweight cleaning formats can deliver value and convenience
Stylish multi-use packaging is used to differentiate
Toilet Care in Croatia
KEY DATA FINDINGS
Private label sales are growing well
Expansion of design-driven toilet care solutions
The Pink Stuff makes an entrance in toilet care
Compact cleaning tablets have a bright outlook
Greater diversity of scents and fragrances in toilet care
International brands and domestic players both have a role to play in shaping 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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