Home Care in Slovakia
February 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
Consumers increasingly demanding, with manufacturers willing to pick up the gauntlet
Growing sensibility for personal health and environment in addition to aesthetics are key drivers for innovation
Leading manufacturers invest in omni-channel advertising campaigns and in-store activities to retain stronghold in home care
Large number of new launches in 2019 as manufacturers compete to address changing consumer demand
Innovation and raising disposable income to foster growth in home care over the forecast period.
MARKET INDICATORS
Table 1 Households 2014-2019
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Innovation and interesting design drive sales in laundry care
Larger pack sizes win consumers’ attention
Added value laundry detergents mushroom as consumers become more demanding
COMPETITIVE LANDSCAPE
Henkel loses share to Unilever despite strong innovation and marketing
Dm-Drogerie Markt launches first filling station
Procter & Gamble tries to shake up laundry care
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2014-2019
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Premium products perform well, with added-value taking many forms
Automatic dishwashing and hand dishwashing grow for different reasons
Dishwasher cleaners and innovation drive growth
COMPETITIVE LANDSCAPE
Partnerships with large retailers and third parties increasingly important
Henkel fights back at emerging brands with strong launches
Procter & Gamble expands range with sensitive skin option
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2014-2019
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2014-2019
Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Consumers increasingly interested in task-specific surface care
Bathroom and oven cleaners gain traction
Internet retailing on the rise
COMPETITIVE LANDSCAPE
Tatrachema vd Trnava remains national champion and fights off competition
Smaller brands bet on innovation to increase relevance
Discounting likely to be curtailed
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2014-2019
Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Surface Care: % Value 2015-2019
Table 38 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 41 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Consumers prefer added value laundry care products over bleach
Old habits represent the only ray of sunshine for bleach
Increasing environmental awareness creates a shift towards eco-friendly options
COMPETITIVE LANDSCAPE
Manufacturers review their strategy and move away from bleach
Superio Trading the only company having some joy in bleach
Retailers move on to categories with better growth prospects
CATEGORY DATA
Table 43 Sales of Bleach: Value 2014-2019
Table 44 Sales of Bleach: % Value Growth 2014-2019
Table 45 NBO Company Shares of Bleach: % Value 2015-2019
Table 46 LBN Brand Shares of Bleach: % Value 2016-2019
Table 47 Forecast Sales of Bleach: Value 2019-2024
Table 48 Forecast Sales of Bleach: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Aggressive growth in unit price opens up opportunities for multipacks
Innovation keeps consumers engaged in rim liquids and rim blocks
Consumers’ old habits and beliefs hinder growth opportunities for toilet liquids/foam
COMPETITIVE LANDSCAPE
Leading players battle on innovation to maintain dominant positions
Private label and SC Johnson show robust growth in 2019
Domestic manufacturers struggle to compete with international players
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2014-2019
Table 50 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 51 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 52 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 53 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
With increasing disposable incomes, more consumers buy into polishes
Convenience a major consumer trend in 2019
Manufacturers are expected to focus on communication to educate consumers about the benefit of using polishes
COMPETITIVE LANDSCAPE
SC Johnson keeps growing thank to its advertising strategy
Superio Trading enter polishes with a green product
Private label players choose to launch premium products
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2014-2019
Table 56 Sales of Polishes by Category: % Value Growth 2014-2019
Table 57 NBO Company Shares of Polishes: % Value 2015-2019
Table 58 LBN Brand Shares of Polishes: % Value 2016-2019
Table 59 Forecast Sales of Polishes by Category: Value 2019-2024
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Manufacturers add new scents to their existing portfolio
Candle air fresheners gain momentum as consumers appreciate aesthetics
Loyalty is behind the growth of internet retailing
COMPETITIVE LANDSCAPE
SC Johnson remains dominant thanks to new product launches
Solcom Media launches Fresh and Funny; a very unconventional brand
Private label products become more relevant as players turn to premiumisation
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2014-2019
Table 62 Sales of Air Care by Category: % Value Growth 2014-2019
Table 63 NBO Company Shares of Air Care: % Value 2015-2019
Table 64 LBN Brand Shares of Air Care: % Value 2016-2019
Table 65 Forecast Sales of Air Care by Category: Value 2019-2024
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Economic improvements drive sales for premium products
Specific and niche products gain some visibility in 2019
Substitutes continue to hamper home insecticides
COMPETITIVE LANDSCAPE
Leading manufacturers use two different strategies to grow sales
In 2019 dm-Drogerie Markt launches Profissimo Nature to grow further
Stronger competition from niche products expected
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2014-2019
Table 68 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 70 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 71 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 72 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024