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This Euromonitor market report provides market trend and market growth analysis of the Home Care industry in Serbia. With this market report, you’ll be able to explore in detail the changing shape ...

This Euromonitor market report provides market trend and market growth analysis of the Home Care industry in Serbia. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

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ReportsnReports - Home care in serbia ReportsnReports - Home care in serbia Document Transcript

  • Home Care In SerbiaPublished:October 2011Price:US $ 2400Report SummaryThis Euromonitor market report provides market trend and market growth analysis of theHome Care industry in Serbia. With this market report, you’ll be able to explore in detail thechanging shape and potential of the industry. You will now be able to plan and buildstrategy on real industry data and projections.The Home Care in Serbia 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 Serbia?* What are the major brands in Serbia?* What is the importance of the trend towards environmentally friendly products in homecare?* What are the main growth drivers of the Serbia Home Care Market ?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 supplyfunctionsThis industry report originates from Passport, our Home Care market researchdatabase.* Each report is delivered with the following components:* Report: PDF and Word* Market statistics: Excel workbook* Sample AnalysisBrowse All Consumer Goods Market Research Reports
  • EXECUTIVE SUMMARYCrisis continues to slow growthHome care in Serbia is still young and emerging but was affected by the economic crisisduring 2009 and 2010 in the middle of development. Most home care categories haddeclined in those two years in both volume and value terms. The premiumisation processseen during the pre-crisis period significantly slowed down while cheaper standard andeconomy segments displayed better results. As a response to the economic downturn, manyproducers launched larger pack sizes that save consumers money.New regulation on detergentsA new regulation on detergents came into force in May 2010 as a part of the law onchemicals and regulates which chemicals can be used in the production of detergents.Companies are now only permitted to produce environmentally-friendly detergents thatcontain biodegradable ingredients. Manufacturers and distributors need to now paste thenew declaration on the packaging of all ingredients contained in the product including thetypes of allergens and their quantities. It is forbidden to use images on the labels that referto foods (such as lemon) and retailing stores are obliged to provide a separate space forthese products.Procter & Gamble and Henkel Merima lead home care in SerbiaThe Procter & Gamble Co and Henkel Merima doo are leading players in Serbian home care.Among the top six brands, five are owned by these two companies. Well accepted productsand wide ranging brand portfolios are supported by intensive marketing activities andexcellent distribution. These provide an advantage compared to other competition,especially in relation to international companies.Largest Serbian retailer Maxi doo acquired by Delhaize GroupThe largest retail chain in the country and third distributor in the region, Maxi doo wasacquired by Belgian Delhaize Group for EUR932 million in March 2011. With this acquisition,the new owner took over more than 400 outlets across the country and more than 100 inBulgaria, Bosnia and Herzegovina, Montenegro and Albania. As a member of Delta Holdingwhich was owned by local millionaire Milorad Miskovic, Maxi doo has the largest nationalcoverage as a retailer to hold around 50% share one of retailing in Serbia. It is expectedthat this acquisition will enhance competition by including new suppliers. It is also expectedto repay debts to suppliers worth EUR300 million accumulated during the crisis.Economy and “value for money” segments take advantageIn a response to the global economic crisis and reduced spending power boosted by one ofthe highest unemployment rates in Serbian history, home care witnessed the increasingemergence of economy and value- for-money products by smaller domestic producers.Although there are several retail chains that have their own private label lines, this formatremains under-represented. If the crisis continues, stronger growth of the lower-pricedsegment can be expected at the expense of premiumisation.
  • Table of ContentsHome Care in Serbia - Industry OverviewEXECUTIVE SUMMARYCrisis continues to slow growthNew regulation on detergentsProcter & Gamble and Henkel Merima lead home care in SerbiaLargest Serbian retailer Maxi doo acquired by Delhaize GroupEconomy and “value for money” segments take advantageTable 1 Households 2005-2010MARKET DATATable 2 Sales of Home Care by Category: Value 2005-2010Table 3 Sales of Home Care by Category: % Value Growth 2005-2010Table 4 Home Care Company Shares 2006-2010Table 5 Home Care Brand Shares 2007-2010Table 6 Sales of Home Care by Distribution Format: % Analysis 2005-2010Table 7 Sales of Home Care by Category and Distribution Format: % Analysis 2010Table 8 Forecast Sales of Home Care by Category: Value 2010-2015Table 9 Forecast Sales of Home Care by Category: % Value Growth 2010-2015DEFINITIONSSourcesSummary 1 Research SourcesHome Care in Serbia - Company ProfilesAlbus doo in Home Care (Serbia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 4 Albus ad: Competitive Position 2010
  • Beohemija doo in Home Care (Serbia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 7 Beohemija doo: Competitive Position 2010Henkel Merima doo in Home Care (Serbia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 10 Henkel Merima doo: Competitive Position 2010Air Care in Serbia - Category AnalysisHEADLINESTRENDSSegmentation of Serbian air care along with intensifying competition was the key trend in2010. Several new manufacturers with cheaper brands, including private label, entered aircare looking for the opportunity to benefit and position them in a price-sensitive Serbiancategory.COMPETITIVE LANDSCAPEAir Wick by Reckitt Benckiser Plc is the leading brand with retail value share of 34%.Constant innovations and new fragrance extensions followed by strong marketing supportresulted in higher brand confidence and consumer loyalty. SC Johnson & Son, with its Gladeand Oust brands, follow the leader with 25% value share.PROSPECTSA rising number of cheaper brands introduced during the economic crisis are expected to
  • perform well, especially in the first years of the forecast period when the effects of thedownturn may continue to linger.CATEGORY DATATable 10 Sales of Air Care by Category: Value 2005-2010Table 11 Sales of Air Care by Category: % Value Growth 2005-2010Table 12 Air Care Company Shares 2006-2010Table 13 Air Care Brand Shares 2007-2010Table 14 Forecast Sales of Air Care by Category: Value 2010-2015Table 15 Forecast Sales of Air Care by Category: % Value Growth 2010-2015Bleach in Serbia - Category AnalysisHEADLINESTRENDSThe saturation trend which dates back from 2002 was to an even greater extent confirmedin 2010. Generally perceived as a product which damages fabric because of chlorine, bleachlost its popularity compared to the upcoming modern spot and stain removers. This isprimarily related to the technologically-outdated domestic brands that hold more than 40%value share. A significant impact on the downward trend sees a decline in the number ofthose who use chlorine bleach as a substitute for cleaning various surfaces which were oftenin the past.COMPETITIVE LANDSCAPEAs a premium product which has held a longstanding presence in Serbia, supported by gooddistribution and television advertising, Ace by Procter & Gamble Co continued to lead bleachin Serbia with retail value share of 53%.PROSPECTSNegative volume and constant value predictions with CAGRs of -3% and -2% respectivelyover the forecast period is a result of saturation, poor image of the category and growingpopularity of spot and stain removers. In response to the unpleasant washing effects ofchlorine bleach, spot and stain removers such as Vanish, are gaining a reputation as safeand environmentally-friendly products. This is following strong advertising campaigns andface-to-face promotions in stores.CATEGORY DATATable 16 Sales of Bleach: Value 2005-2010Table 17 Sales of Bleach: % Value Growth 2005-2010
  • Table 18 Bleach Company Shares 2006-2010Table 19 Bleach Brand Shares 2007-2010Table 20 Forecast Sales of Bleach: Value 2010-2015Table 21 Forecast Sales of Bleach: % Value Growth 2010-2015Dishwashing in Serbia - Category AnalysisHEADLINESTRENDSReduced spending power caused by the economic downturn affected the decline in volumeof emerging new formats such as dishwashing additives, while traditional formats witnessedgrowth. Dishwasher machine penetration grew over the review period, with intensifiedcompetition and product innovations including the emergence of private label.COMPETITIVE LANDSCAPEDue to the very good quality of its main brand Fairy supported by strong marketingactivities and excellent distribution, Procter & Gamble has been category leader since 2001.Although the recession and growing competition halted its growth in 2009, it remains as thedominant force in dishwashing with 42% value share in 2010.PROSPECTSReduced penetration of dishwashers caused by the economic crisis will have an impact onslower but positive volume growth of automatic dishwashing over the forecast period.Automatic dishwashing tablets is predicted to witness a volume CAGR of 7%, while liquidswill see the lowest volume CAGR of 1% over the forecast period. Meanwhile, after the smallincrease in 2010, hand dishwashing will continue to decline by a volume CAGR of 4% overthe forecast period as a result of saturation and negative demographic trends.CATEGORY INDICATORSTable 22 Household Penetration of Dishwashers 2005-2010Table 23 Sales of Dishwashing by Category: Value 2005-2010Table 24 Sales of Dishwashing by Category: % Value Growth 2005-2010Table 25 Dishwashing Company Shares 2006-2010Table 26 Dishwashing Brand Shares 2007-2010Table 27 Forecast Sales of Dishwashing by Category: Value 2010-2015Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2010-2015
  • Insecticides in Serbia - Category AnalysisHEADLINESTRENDSAlthough during the rainy season the amount of most insects is generally reduced, formosquitoes and other flying insects, these are good conditions for reproduction. Many rainydays during the summer months in 2010 and the increase of common spraying mosquitoesand other flying insects from the air were the main reasons for high growth of insecticidesboth in volume and current value terms.COMPETITIVE LANDSCAPESC Johnson & Son Inc with Raid and Autan is absolute leader of insecticides and holds 67%value share in Serbia. As the most inventive producer, SC Johnson & Son each yearlaunches new products or improves existing ones and they are usually supported by anappropriate marketing campaign. On the other hand, domestic producer Lomax & Co,although offering good quality products and excellent distribution, is not financially powerfulenough to enable a better competitive performance for its brand LM TOX.PROSPECTSInsecticides is expected to see stable growth with a constant value CAGR of 4% over theforecast period. There is a possible variation in growth for some segments that depends onthe weather conditions. Increasing demands for healthy ecological products is expected tosee new environmentally-friendly launches.CATEGORY DATATable 29 Sales of Insecticides by Category: Value 2005-2010Table 30 Sales of Insecticides by Category: % Value Growth 2005-2010Table 31 Insecticides Company Shares 2006-2010Table 32 Insecticides Brand Shares 2007-2010Table 33 Forecast Sales of Insecticides by Category: Value 2010-2015Table 34 Forecast Sales of Insecticides by Category: % Value Growth 2010-2015Laundry Care in Serbia - Category AnalysisHEADLINESTRENDSIn addition to the negative impact of the recession and further decline of home care overall;the key event in 2010 was the adoption of a law on chemicals and regulation on detergents.
  • The law was adopted in accordance with EU regulations and provides much stricterproduction criteria than before. It means that chemicals used in production must beenvironmentally-friendly and biodegradable. All product packages must have a declarationof ingredients including the types of allergens and their quantities. New regulations prohibitthe use of images on the labels that refer to foods (such as lemon). Retailing stores are nowobliged to provide a separate space for these products.COMPETITIVE LANDSCAPEProcter & Gamble and Henkel Merima are the key players of laundry care in Serbia. Itsstandard brands Bonux and Merix along with Duel by Beohemija doo are the bestsellingbrands. With strong advertising support through television and below-the-line activities,these brands are positioned as leading Serbian laundry care. Among premium products,Ariel by Procter & Gamble is leader with 10% value share.PROSPECTSAlthough the compact formats of laundry care products had not achieved significant successby the end of the review period, partly due to low purchasing power, partly because oftraditional habits of Serbian consumers, the category is expected to witness a slow butsteady volume CAGR of 5% over the forecast period. New regulation on detergents fromMay 2010 and general increasing ecological awareness along with improved living standardswill all have a positive impact on laundry care overall, both, in terms of switching to thecompact formats and appearance of biodegradable products.CATEGORY INDICATORSTable 35 Household Penetration of Washing Machines 2005-2010CATEGORY DATATable 36 Sales of Laundry Care by Category: Value 2005-2010Table 37 Sales of Laundry Care by Category: % Value Growth 2005-2010Table 38 Sales of Laundry Aids by Category: Value 2005-2010Table 39 Sales of Laundry Aids by Category: % Value Growth 2005-2010Table 40 Sales of Laundry Detergents by Category: Value 2005-2010Table 41 Sales of Laundry Detergents by Category: % Value Growth 2005-2010Table 42 Laundry Care Company Shares 2006-2010Table 43 Laundry Care Brand Shares 2007-2010Table 44 Laundry Aids Company Shares 2006-2010Table 45 Laundry Aids Brand Shares 2007-2010
  • Table 46 Laundry Detergents Company Shares 2006-2010Table 47 Laundry Detergents Brand Shares 2007-2010Table 48 Forecast Sales of Laundry Care by Category: Value 2010-2015Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2010-2015Polishes in Serbia - Category AnalysisHEADLINESTRENDSAlthough not all segments were equally affected, the continuation of the economic downturnhad a negative impact on polishes as a whole which continued to marginally decline involume terms in 2010. Although leading company SC Johnson & Son Inc significantly raisedthe popularity of the category with strong advertising activities for its brand Pronto, polishesremains unpopular among Serbian consumers.COMPETITIVE LANDSCAPESC Johnson & Son Inc with Pronto and Werner & Mertz GmbH with Erdal and Emsal leadsales in 2010. Strong advertising support and distribution over the key retailers have madethese brands recognisable and synonyms in polish.PROSPECTSFurther volume and value sales will depend on economic growth and innovations andproducers’ ability to attract consumers. The most dynamic segments in terms of constantvalue sales growth over the forecast period will be floor polish and furniture polish withrespective volume CAGRs of 3% and 4%.CATEGORY DATATable 50 Sales of Polishes by Category: Value 2005-2010Table 51 Sales of Polishes by Category: % Value Growth 2005-2010Table 52 Polishes Company Shares 2006-2010Table 53 Polishes Brand Shares 2007-2010Table 54 Forecast Sales of Polishes by Category: Value 2010-2015Table 55 Forecast Sales of Polishes by Category: % Value Growth 2010-2015Surface Care in Serbia - Category AnalysisHEADLINES
  • TRENDSIn addition to the economic downturn and lower consumer purchasing power, anotherpossible factor which impacted the decline of surface care is that consumers are increasinglyusing products from other categories as a substitute. These usually come in the form ofproducts which are considered as more essential in the household than some surface careproducts, such as hand dishwashing products.COMPETITIVE LANDSCAPEPronto by SC Johnson & Son led surface care in 2010 with a retail value share of 19%.Consumer loyalty gained by ten years of image creation with strong advertising support andwide distribution contributed to this brand’s success.PROSPECTSAfter negative volume growth in 2010, surface care is expected to see a recovery as awhole over the forecast period with a volume CAGR of 3% by 2015. Along with stablegrowth it is expected to see a continuing trend of premiumisation which was originallyhalted by the economic crisis. Therefore, the economy segment is expected to be occupiedby private label which could suppress weak domestic brands.CATEGORY DATATable 56 Sales of Surface Care by Category: Value 2005-2010Table 57 Sales of Surface Care by Category: % Value Growth 2005-2010Table 58 Surface Care Company Shares 2006-2010Table 59 Surface Care Brand Shares 2007-2010Table 60 Forecast Sales of Surface Care by Category: Value 2010-2015Table 61 Forecast Sales of Surface Care by Category: % Value Growth 2010-2015Toilet Care in Serbia - Category AnalysisHEADLINESTRENDSIn addition to the decline in overall consumption caused by reduced spending power,consumers are tending to turn towards cheaper standard and economy brands of toilet care.They are also less willing to spend much money on expensive rim liquids or in-cisterndevices, instead preferring to buy cheaper rim blocks or just toilette liquids.COMPETITIVE LANDSCAPEHenkel Merima doo, with its two brands Bref and Mer, continued to lead toilet care in Serbiain 2010 with a retail value share of 36%. Due to continuous product improvement and
  • strong marketing support, Bref became a most trusted brand among Serbian consumers. Onthe other hand, local brand Mer is the most popular toilette liquid brand with a longstandingdomestic presence.PROSPECTSToilet care is young category in Serbian home care and is expected to increase in constantvalue terms with a CAGR of 4% over the forecast period. One of the most significant eventsin 2010 was the new law on chemicals. Next to regulating the types and allowable levels ofcertain chemicals, the new law is expected to accelerate the appearance of green productsand improvement of existing ones.CATEGORY DATATable 62 Sales of Toilet Care by Category: Value 2005-2010Table 63 Sales of Toilet Care by Category: % Value Growth 2005-2010Table 64 Toilet Care Company Shares 2006-2010Table 65 Toilet Care Brand Shares 2007-2010Table 66 Forecast Sales of Toilet Care by Category: Value 2010-2015Table 67 Forecast Sales of Toilet Care by Category: % Value Growth 2010-2015About Us:ReportsnReports is an online library of over 100,000+ market research reports and in-depthmarket research studies & analysis of over 5000 micro markets. We provide 24/7 online andoffline support to our customers. Get in touch with us for your needs of market researchreports.Follow us on Twitter: http://twitter.com/marketsreportsOur Facebook Page: http://www.facebook.com/pages/ReportsnReports/191441427571689Contact:Mr.Priyank7557 Rambler road,Suite727,Dallas,TX75231Tel: + 1 888 391 5441E-mail: sales@reportsandreports.comhttp://www.reportsnreports.comVisit our Market Research Blog