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Home Care in Slovakia

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  • 1. Home Care in SlovakiaReport Details:Published:August 2012No. of Pages:Price: Single User License – US$2400Discover the latest market trends and uncover sources of future market growth for the Home Careindustry in Slovakia with research from Euromonitors team of in-country analysts.The Home Care in Slovakia market research report includes:•Analysis of key supply-side and demand trends•Historic volumes and values, company and brand market shares•Five year forecasts of market trends and market growth•Robust and transparent market research methodology, conducted in-countryOur market research reports answer questions such as:•What is the market size of Home Care in Slovakia?•What are the major brands in Slovakia?•What is the importance of the trend towards environmentally friendly products in home care?•What are the main growth drivers of the home care market in Slovakia?Why buy this report?•Gain competitive intelligence about market leaders•Track key industry trends, opportunities and threats•Inform your marketing, brand, strategy and market development, sales and supply functionsEXECUTIVE SUMMARYHome care experiences stable growth in 2011Home care is an important component of everyday life in Slovakia and, over the review period,performance was boosted by the existence of a stable consumer base. Consequently, home carerecorded moderate but steady retail volume and current value sales growth in 2011. Increasingdemand was seen for products with added value and innovative concepts in 2011. At the sametime, many consumers remained price-sensitive, as a result of the global economic downturn andthe decline seen in disposable income levels. This was reflected in the consumer tendency topurchase branded products offered at a reasonable price or offering good value-for-money, as wellas private label products.Product sophistication boosts salesWithin home care, increased product sophistication was seen over the review period, with theintroduction of more products designed for a specific use or offering added value. Despite theeconomic crisis, manufacturers and retailers saw demand for high quality products offering addedvalue over the review period. This resulted in high levels of innovation and the introduction of new
  • 2. and more sophisticated products, as manufacturers looked to meet this emerging demand.Multinationals continue to dominate in 2011Home care in Slovakia was contested by both multinationals and domestic manufacturers over thereview period. In 2011, Henkel, Reckitt Benckiser, Procter & Gamble, SC Johnson and Unilever,all of which are multinationals, remained the leading players in home care in Slovakia. Meanwhile,Tatrachema vd Trnava, which ranked eighth, was the best performing domestic player. None ofthe remaining domestic players accounted for a retail value sales share of more than 1%.Large formats prevail, retail channels gain shareIn 2011, the distribution of home care products in Slovakia remained dominated by groceryretailers, with supermarkets and hypermarkets remaining the leading channels therein. Thesechannels were able to offer better prices to consumers, as well as a convenient one-stop shoppingexperience. Discounters became a more popular channel for home care purchases over thereview period, although it continued to lag significantly behind the leading channels in 2011.Chained health and beauty retailers, such as DM Drogerie Markt and Teta Drogérie (P.K. SolventSK), likewise saw increasing popularity over the review period. As a result, health and beautyretailers remained the second leading distribution channel for home care products in Slovakia in2011, behind supermarkets. As a result of loyalty programmes and regular discounting, health andbeauty retailers became an increasingly popular distribution channel among Slovakian consumersover the review period.Stable performance expected over the forecast periodHome care is expected to see continued retail volume and value sales growth over the forecastperiod, underpinned by the stable consumer base that exists for home care products in thecountry. Home care will benefit from the increasing education of consumers and growing productsophistication. As a result, all home categories are expected to see positive retail volume salesgrowth over the forecast period, while most will see positive retail value sales growth, with theexception of air care and bleach.Get your copy of this report @http://www.reportsnreports.com/reports/191889-home-care-in-slovakia.htmlMajor points covered in Table of Contents of this report includeTable of ContentsHome Care in Slovakia - Industry OverviewEXECUTIVE SUMMARYHome care experiences stable growth in 2011Product sophistication boosts salesMultinationals continue to dominate in 2011Large formats prevail, retail channels gain shareStable performance expected over the forecast periodKEY TRENDS AND DEVELOPMENTSHome care benefits from the strong position of multinational companiesGreen trend strengthening in Slovakia
  • 3. Private label provides intense competition for branded productsHypermarkets and supermarkets continue to dominate retail distributionAdded value boosts home care sales in Slovakia in 2011MARKET INDICATORSTable 1 Households 2006-2011MARKET DATATable 2 Sales of Home Care by Category: Value 2006-2011Table 3 Sales of Home Care by Category: % Value Growth 2006-2011Table 4 Home Care Company Shares 2007-2011Table 5 Home Care Brand Shares 2008-2011Table 6 Penetration of Private Label by Category 2006-2011Table 7 Sales of Home Care by Distribution Format: % Analysis 2006-2011Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2011Table 9 Forecast Sales of Home Care by Category: Value 2011-2016Table 10 Forecast Sales of Home Care by Category: % Value Growth 2011-2016SOURCESSummary 1 Research SourcesHome Care in Slovakia - Company ProfilesBanchem sro in Home Care (Slovakia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 4 Banchem sro: Competitive Position 2011Bochemie Slovakia sro in Home Care (Slovakia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 7 Bochemie Slovensko sro: Competitive Position 2011Herba Drug sro in Home Care (Slovakia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 9 Herba Drug sro: Competitive Position 2011Palma Group as in Home Care (Slovakia)STRATEGIC DIRECTIONKEY FACTS
  • 4. COMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 12 Palma Group as: Competitive Position 2011Tatrachema vd Trnava in Home Care (Slovakia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 15 Tatrachema vd Trnava: Production Statistics 2011COMPETITIVE POSITIONINGSummary 16 Tatrachema vd Trnava: Competitive Position 2011Air Care in Slovakia - Category AnalysisHEADLINESTRENDSIn 2011, air care in Slovakia benefited from the increasing importance placed on having a freshand pleasant smelling house by consumers. Over the review period, having a fresh fragrance inthe home and removing unpleasant odours become a basic standard in the country, whileconsumers also became increasingly interested in different formats. Traditionally, air care productswere primarily used in bathrooms and laundry rooms in Slovakia. However, over the review period,consumers increasingly used air care products throughout their homes. Manufacturers played animportant role in this, through increasing consumer awareness of the various potential uses of aircare products and the different formats available.COMPETITIVE LANDSCAPESC Johnson remained the leading player in air care in Slovakia, in accounting for a retail valuesales share of 33% in 2011. The company’s Brise and Oust brands accounted for respective retailvalue sales share of 31% and 2%. Brise Essences led electric air fresheners, on a retail valuesales share of 46%, while the company’s Brise Sense & Spray ranked fifth in electric airfresheners, on a retail value sales share of 4%. The Brise brand also led spray/aerosol airfresheners in 2011, on a retail value sales share of 21%. The company’s success was based onthe high recognition enjoyed by its brands, strong distribution, which ensured the availability of itsproducts through retail, and constant promotion.PROSPECTSThe consumer base for air care products is likely to expand over the forecast period, as having afresh smelling household will continue to be seen as important. Consumers will increasingly cometo see use air care products in areas of the house other than bathrooms and laundry rooms.Moreover, a growing number of consumers are likely to use air care products as a decorativecomponent of their living spaces. This will result in increased demand for candle air care or otherair care.CATEGORY DATATable 11 Sales of Air Care by Category: Value 2006-2011Table 12 Sales of Air Care by Category: % Value Growth 2006-2011
  • 5. Table 13 Battery Operated vs Plug-in Electric Air Fresheners: % Value Breakdown 2008-2011Table 14 Air Care Fragrances Rankings by Value 2006-2011Table 15 Air Care Company Shares 2007-2011Table 16 Air Care Brand Shares 2008-2011Table 17 Forecast Sales of Air Care by Category: Value 2011-2016Table 18 Forecast Sales of Air Care by Category: % Value Growth 2011-2016Bleach in Slovakia - Category AnalysisHEADLINESTRENDSBoth chlorine and non-chlorine based bleach products designed for general domestic cleaningpurposes have a consumer base in Slovakia. However, over the review period, some consumersbegan to explore other home care products as alternatives. In 2011, many consumers used otherhome care products intended for specific purposes instead of bleach, due to the latter beingperceived as too aggressive.COMPETITIVE LANDSCAPEUnilever, with the Domestos brand, remained the leading player in bleach in 2011, in accountingfor a retail value sales share of 37%. The Domestos brand also had a presence in toilet care andsurface care in Slovakia over the review period and, as a result, enjoyed high levels of awareness,recognition and trust amongst consumers. While Domestos bleach was not promoted in 2011,Domestos branded toilet care and surface care products were promoted regularly. Furthermore,the company promoted Domestos through the dedicated website, www.domestos.sk.PROSPECTSBleach is not expected to see strong performance over the forecast period, due to intensifyingcompetition from other home care categories, such as home antiseptics/disinfectants and coloursafe laundry bleach. Over the forecast period, sales will be driven by more conservativeconsumers who are accustomed to bleach and not open to experimentation.CATEGORY DATATable 19 Sales of Bleach: Value 2006-2011Table 20 Sales of Bleach: % Value Growth 2006-2011Table 21 Bleach Company Shares 2007-2011Table 22 Bleach Brand Shares 2008-2011Table 23 Forecast Sales of Bleach: Value 2011-2016Table 24 Forecast Sales of Bleach: % Value Growth 2011-2016Dishwashing in Slovakia - Category AnalysisHEADLINESTRENDSDishwashing products are well established in Slovakia, with hand dishwashing products beingparticularly popular. However, modern urban lifestyles and increasing living standards in thecountry drove demand for automatic dishwashing products over the review period, as a growingnumber of households used dishwashers, in order to reduce the time spent on washing dishes andto save energy and water. Over the review period, hand dishwashing grew increasingly mature,while demand for automatic dishwashing products grew, in line with increasing dishwasher
  • 6. penetration.COMPETITIVE LANDSCAPEReckitt Benckiser remained the leading player in dishwashing in Slovakia in 2011, in accountingfor a retail value sales share of 25%. Calgonit remained the leading brand in dishwashing in 2011,while the company also offered the Colon brand. The company benefitted from its stronginvestment in advertising and the trust that Slovak consumers have in Calgonit, the leading brandin automatic dishwashing. Within hand dishwashing, Reckitt Benckiser, with the Colon brand,ranked ninth on a retail value sales share of 2%.PROSPECTSDishwashing products will see an ongoing in increase in demand over the forecast period,underpinned by the stable consumer base that exists for hand dishwashing and boosted by thegrowing penetration of dishwashers. Increasing product sophistication, the entrance of the newbrands, particularly in automatic dishwashing, and ongoing polarisation are amongst the keytrends expected over the period. Finally, it is expected that the forecast period will see theintroduction of more green products to dishwashing in Slovakia.CATEGORY INDICATORSTable 25 Household Possession of Dishwashers 2006-2011CATEGORY DATATable 26 Sales of Dishwashing by Category: Value 2006-2011Table 27 Sales of Dishwashing by Category: % Value Growth 2006-2011Table 28 Dishwashing Company Shares 2007-2011Table 29 Dishwashing Brand Shares 2008-2011Table 30 Forecast Sales of Dishwashing by Category: Value 2011-2016Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2011-2016Home Insecticides in Slovakia - Category AnalysisHEADLINESTRENDSHome insecticides are widely used by consumers in Slovakia, as protection against different typesof insects is necessary in many regions of the country. Home insecticides in Slovakia is impactedby seasonality of demand, while the eastern and southern regions of the country regularly facefloods and mosquito proliferation as a result. Consumers also place particular emphasis onprotection against ticks, which are dangerous and widely present throughout the country.COMPETITIVE LANDSCAPELybar remained the leading player in 2011, in accounting for a retail value sales share of 49%.Lybar is a leader in new product development, innovation and advertising. The company’s Biolitand Difusil brands ranked first and third in home insecticides in Slovakia in 2011, on respectiveretail value sales share of 37% and 12%. Lybar saw the largest gain in retail value sales share ofone percentage point in 2011. The company’s strong performance was based on the consumerperception that its products are of high quality, as well as the company’s strong investment ininnovation and promotion.PROSPECTSConsumers in Slovakia are growing more accustomed to purchasing home insecticides. Over the
  • 7. review period a widening of the product assortment was seen, a trend that is expected to continueover the forecast period. A broader range of product types will be available, including moresophisticated products, allergen free products, child specific products and products with improvedeffectiveness, as players look to create diverse portfolios to target the specific needs of differentconsumers.CATEGORY DATATable 32 Sales of Home Insecticides by Category: Value 2006-2011Table 33 Sales of Home Insecticides by Category: % Value Growth 2006-2011Table 34 Spray/Aerosol Insecticides by Type: % Value Breakdown 2008-2011Table 35 Home Insecticides Company Shares 2007-2011Table 36 Home Insecticides Brand Shares 2008-2011Table 37 Forecast Sales of Home Insecticides by Category: Value 2011-2016Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2011-2016Laundry Care in Slovakia - Category AnalysisHEADLINESTRENDSLaundry care is an important component of hygiene in Slovakia, where consumers do laundry on aregular basis. Over the review period, the discussion continued about products in compact format,which are more environmentally-friendly and also afford savings to consumers. Consumersenjoyed new formats, such as automatic liquid tablets, and specialised products for sensitivefabrics, such as fine fabric detergents and fabric softeners featuring special fragrances. Price-sensitivity resulted in consumers purchasing products offering good value-for-money, such asproducts in larger pack sizes and discounted products. Otherwise, consumers tended to remainloyal to trusted products and brands.COMPETITIVE LANDSCAPEHenkel remained the leading player in laundry care in Slovakia in 2011, in accounting for a retailvalue sales share of 29%. Over the review period, Henkel continued to lead the way in terms ofinnovation and advertising. The company offered the Palmex, Persil, Silan and Rex brands in2011, which accounted for respective retail value sales shares of 11%, 9%, 7% and 3%. Thecompany also offered the Perwoll and Dato brands, although these accounted for negligible retailvalue sales shares in 2011.PROSPECTSLaundry care in Slovakia is predicted to see stable ongoing growth in both retail volume and valuesales over the forecast period. With respect to particular trends, the further expansion ofconcentrated products is expected. Furthermore, further diversification of the product assortmentavailable is expected, with more added value products, products for sensitive fabrics, white fabricspecific products, coloured fabric specific products, child specific products, products with reducedenvironmental impact and products with a natural composition all likely to be introduced. At thesame time, strengthening of the competition between laundry detergents and other laundry carecategories is expected.CATEGORY INDICATORSTable 39 Household Possession of Washing Machines 2006-2011
  • 8. CATEGORY DATATable 40 Sales of Laundry Care by Category: Value 2006-2011Table 41 Sales of Laundry Care by Category: % Value Growth 2006-2011Table 42 Sales of Laundry Aids by Category: Value 2006-2011Table 43 Sales of Laundry Aids by Category: % Value Growth 2006-2011Table 44 Sales of Laundry Detergents by Category: Value 2006-2011Table 45 Sales of Laundry Detergents by Category: % Value Growth 2006-2011Table 46 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2006-2011Table 47 Laundry Care Company Shares 2007-2011Table 48 Laundry Care Brand Shares 2008-2011Table 49 Laundry Aids Company Shares 2007-2011Table 50 Laundry Aids Brand Shares 2008-2011Table 51 Laundry Detergents Company Shares 2007-2011Table 52 Laundry Detergents Brand Shares 2008-2011Table 53 Forecast Sales of Laundry Care by Category: Value 2011-2016Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2011-2016Polishes in Slovakia - Category AnalysisHEADLINESTRENDSPolishes in Slovakia experience moderate but stable demand from consumers over the reviewperiod. In general, polishes remained widely used by Slovakian consumers, with floor polishproving particularly popular. Renovation of houses and apartments and the installation of moremodern floor surfaces, including wood, drove demand over the review period. As a result, floorpolish accounted for a leading retail volume sales share of 40% in 2011.COMPETITIVE LANDSCAPEHenkel remained the leading player in polishes in Slovakia in 2011, in accounting for a retail valuesales share of 17%. The company’s Picco Bello and Opti brands accounted for respective retailvalue sales shares of 10% and 7%, respectively, in 2011. As advertising of polishes remainedlimited in Slovakia, the key to Henkel’s success was the wide availability of its products throughthe various retail channels.PROSPECTSPolishes is only expected to see moderate growth over the forecast period, with floor and shoepolish expected to see a significant slowdown in retail volume and value sales growth compared tothe review period. Demand for polishes is not expected to increase significantly over the forecastperiod, due to a lack of awareness and promotion. While the core consumer base will remainintact, it is not expected that it will be added to significantly. Younger consumers in Slovakia tendto have less interest than older generations in polishing floors, furniture and metals.CATEGORY DATATable 55 Sales of Polishes by Category: Value 2006-2011Table 56 Sales of Polishes by Category: % Value Growth 2006-2011Table 57 Polishes Company Shares 2007-2011Table 58 Polishes Brand Shares 2008-2011
  • 9. Table 59 Forecast Sales of Polishes by Category: Value 2011-2016Table 60 Forecast Sales of Polishes by Category: % Value Growth 2011-2016Surface Care in Slovakia - Category AnalysisHEADLINESTRENDSAt the end of the review period, surface care in Slovakia comprised a wide range of bothmultipurpose and specific-use products. Surface was near to saturation in 2011, with a broadrange of manufacturers and brands present. In general, surface care continued to be influenced byseasonality of demand, with the peak periods being Christmas, Easter and spring.COMPETITIVE LANDSCAPEUnilever remained the leading player in surface care in 2011, in accounting for a retail value salesshare of 20%. The company’s Domestos and Cif brands, which accounted for respective retailvalue sales shares of 12% and 8%, ranked first and fourth in surface care in 2011. Unileverremained among the leading players in terms of innovation and advertising over the review period,while consumers perceived its brands as being of high quality.PROSPECTSSurface care is expected to see relatively slow retail volume sales growth over the forecast period.The category is near maturity and, as such, is not expected to achieve significant growth.Meanwhile, retail value sales are expected to stagnate over the forecast period, due to increasingcompetition and an expected increase in the retail value sales share accounted for by privatelabel.CATEGORY DATATable 61 Sales of Surface Care by Category: Value 2006-2011Table 62 Sales of Surface Care by Category: % Value Growth 2006-2011Table 63 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2006-2011Table 64 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % ValueGrowth 2006-2011Table 65 Surface Care Company Shares 2007-2011Table 66 Surface Care Brand Shares 2008-2011Table 67 Household Care Wipes and Floor Cleaning Systems Company Shares 2007-2011Table 68 Household Care Wipes and Floor Cleaning Systems Brand Shares 2008-2011Table 69 Forecast Sales of Surface Care by Category: Value 2011-2016Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2011-2016Toilet Care in Slovakia - Category AnalysisHEADLINESTRENDSToilet care products are highly popular in Slovakia, as maintaining a clean toilet is considered avery important part of basic hygiene standards amongst households in the country. Over thereview period, consumers began to increasingly experiment with different products in toilet liquids,as well as ITBs. While historically consumers were solely interested in the disinfectant propertiesprovided by toilet care products, over the review period, they became increasingly interested in the
  • 10. added value features offered by products, such as a pleasant fragrance or long-lasting cleaningeffects.COMPETITIVE LANDSCAPEHenkel, with its Bref brand, remained the leading player in toilet care in Slovakia in 2011, inaccounting for a retail value sales share of 22%. Henkel’s leading position was based on itsongoing innovation and strong promotion of its products over the period.PROSPECTSToilet care products are expected to see increasing demand over the forecast period, as toilet carewill continue to form a basic part of hygiene. Consumers are likely to become increasinglyinterested in products offering added value within toilet liquids, ITBs and in-cistern devices.CATEGORY DATATable 71 Sales of Toilet Care by Category: Value 2006-2011Table 72 Sales of Toilet Care by Category: % Value Growth 2006-2011Table 73 Toilet Care Company Shares 2007-2011Table 74 Toilet Care Brand Shares 2008-2011Table 75 Forecast Sales of Toilet Care by Category: Value 2011-2016Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2011-2016Contact: sales@reportsandreports.com for more information.

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