Market Report, "Air Care in Croatia", published

Air care can be considered the least essential home care category. For this reason, sales of air care started declining as soon as the first signs of economic downturn appeared in 2009. Retail volume sales declined throughout the review period, with 2012 seeing a double-digit decrease. By 2014, retail volume sales had fallen by one quarter compared with 2009.

Competitive Landscape

SC Johnson & Son is the long-time clear leader in air care in Croatia. In 2014, the company’s retail value share reached 46%; it also leads polishes, home insecticides, toilet care and home care wipes and floor cleaning systems. The multinational manufacturer bases its success in air care on Glade, the leading brand, and Oust, which entered Croatia in 2005 and ranked sixth in 2014. These brands benefit from a constant presence in the media, in a category that is overrepresented in terms of advertising, given its size.

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Industry Prospects

There is enough space for new players in air care, given the relatively high prices of these products due to the consolidated competitive landscape. The success of one private label can show the way for other private label products, as well as new economy brands aimed at consumers who remain reluctant about air care because of limited disposable income.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Croatia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Croatia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Croatia 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-country

Our market research reports answer questions such as:

* What is the market size of Air Care in Croatia?
* What are the major brands in Croatia?
* How do plug-in electric air fresheners perform compared to the battery-operated ones?
* What is the most dynamic air care category?

Reasons to Get 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 functions

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