Surface Care in Croatia - New Study Released

The return to retail volume and current value sales growth in 2013 was continued in 2014, even though household disposable incomes have not yet started to increase. Retail volume sales increased faster in 2014, indicating that households perceive surface care products as essential and they are increasing their consumption. In current value terms, price hikes in 2013, which contributed significantly growth, gave way to price decreases, or lower increases, for many surface care types in 2014, which slowed the value growth rate significantly.

Competitive Landscape

For more than a decade, surface care has been dominated by two companies: Unilever Croatia doo and Labud. They have long remained close competitors in terms of retail value share. Unilever leads with a 21% share of retail value sales in 2014, through two global brands, the second-ranked Cif and fifth-ranked Domestos. Labud, which holds a 20% share, focuses on Sanitar, the leading surface care brand, while maintaining a secondary interest in eighth-ranked Carli, which offers some extensions of its popular dishwashing product.

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- http://www.fastmr.com/prod/977894_surface_care_in_croatia.aspx?afid=301

Industry Prospects

Competition is expected to increase over the forecast period, as Croatia has become a full member of the EU, which opens the door for new entrants. Retailers have easier and cheaper import channels, meaning that domestic manufacturers must reduce their prices as well. This could challenge the preference for established surface care brands in Croatia.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Surface 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 Surface Care industry in Croatia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface 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 Surface Care in Croatia?
* What are the major brands in Croatia?
* What are the fastest growth categories within surface care?
* What are the key new product launches in the polishes market?

Reasons to Get this Report

* Gain competitive intelligence about market leaders

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