Home care in 2024: The big picture
The market for home care in Slovenia registered a modest increase in retail volume sales in 2024, in contrast to the sluggish performance of the previous two years. This growth was driven by a gradual recovery in consumer confidence, following the moderation of inflation.
2024 key trends
The shift from standard to eco-friendly formulations across all home care categories - particularly laundry care, dishwashing, surface care, toilet care, and air care - accelerated in 2024, driven by rising health awareness among Slovenian consumers. Eco-conscious shoppers are at the forefront of this trend, prompting more manufacturers to innovate and introduce new, improved formulations that balance effectiveness with a lower environmental impact.
Competitive landscape
Henkel AG & Co KGaA and Procter & Gamble Co (through its distributor Orbico doo.) continue to dominate the home care landscape in Slovenia in 2024.
Retailing developments
Physical retailers continue to dominate the distribution of home care products in Slovenia in 2024. Discounters continue to make inroads, as their product portfolios are typically priced lower than those of other modern grocery retail formats, such as hypermarkets and supermarkets.
What next for home care?
Smart home trends and ongoing digitalisation are expected to continue shaping future consumer demand for home care products in Slovenia over the forecast period, driving an influx of new and innovative offerings. Manufacturers will increasingly focus on developing products designed not only to assist with self-cleaning but also to streamline and simplify various cleaning tasks.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Slovenia 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 Slovenia, 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 Slovenia 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 Slovenia?
- Which are the leading brands in Home Care in Slovenia?
- How are products distributed in Home Care in Slovenia?
- 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 Slovenia
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Slovenia
KEY DATA FINDINGS
Air care shows resilience amid economic challenges
Candle air fresheners lead growth in 2024
New product launches generate consumer interest
Sustainability and sensory appeal will drive growth of air care products
Rising demand for sophisticated and premium offerings, driven by wellbeing trends
Smart home integration will shape air care market
Bleach in Slovenia
KEY DATA FINDINGS
Declining demand for bleach amid increase in eco-conscious behaviour
Private labels gain ground
Sampionka expands its reach through dm-Drogerie Markt
Bleach to see further decline as eco-conscious consumers shift towards natural alternatives
Greater emphasis on sustainability
Little change to competitive landscape
Dishwashing in Slovenia
KEY DATA FINDINGS
Automatic dishwashing tablets benefit from compatibility with busy lifestyles
Finish dominates automatic dishwashing
New product development drives growth
Convenience trend will continue to drive shift away from hand dishwashing to automatic dishwashing
Leading players to focus on enhanced cleaning power
Focus on sustainable packaging drives innovation in dishwashing products
Home Insecticides in Slovenia
KEY DATA FINDINGS
Stable performance for home insecticides, driven by weather and inflationary pressures
Electric insecticides lead growth
Raid maintains its lead
Sustainability trend will impact home insecticides
Smart home integration will gain traction
Spray/aerosol insecticides face decline as demand shifts towards eco-friendly alternatives
Laundry Care in Slovenia
KEY DATA FINDINGS
Liquid fabric softeners lead growth in laundry care
Concentrated and compact offerings drive sales
Shift towards eco-friendly formulations
Private label to gain traction
Growing demand for eco-friendly laundry care products
E-commerce will reach more consumers
Polishes in Slovenia
KEY DATA FINDINGS
Price increases drive value growth
Floor polish leads growth amid construction boom
Lomas doo retains market leadership with strong brand portfolio
Shoe polish and furniture polish set for strong growth
Rising demand for eco-friendly polishes
E-commerce to gain further traction
Surface Care in Slovenia
KEY DATA FINDINGS
Persistent hygiene concerns drive growth
Ajax maintains its lead
Increasingly competitive market landscape
Positive growth expected, driven by need for hygiene and convenience
Smart cleaning devices could impact growth
Local brands will continue to perform well
Toilet Care in Slovenia
KEY DATA FINDINGS
Positive performance, despite lingering financial pressures
Rim liquids lead growth
Innovation drives consumer interest with new fragrances and convenient formats
Toilet care to maintain steady growth driven by hygiene demands and innovation
Convenience will have positive impact on demand
Sustainability concerns will drive innovation, with focus on water conservation
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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