Just Published: "Wipes in Croatia"

It is interesting to see how Croatian consumers differently perceive the usefulness of wipes in their households. Whilst reluctant to see wipes as a legitimate tool for the cleaning of household surfaces, they are more prone to use them on themselves. Personal wipes accounted for 96% value share overall in 2014, and within it, 85% is comprised of baby wipes, showing that this one product contributes greatly to the category’s overall performance.

Competitive Landscape

Back in 2012, dm-Drogerie Markt took the lead from Procter & Gamble, using its strength as a leading health and beauty specialist retailer, marketing two private label products, Jessa and babylove. These two private label products, although only fourth- and fifth-ranked amongst brands, combined to account for 21% value share in 2014, which is one percentage point more than the leading brand Pampers has from Procter & Gamble.

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Industry Prospects

There is a long way for home care wipes and floor cleaning systems if it wants to reach the level of sales recorded by personal wipes. Given the behaviour of consumers in their households at the end of the review period, personal wipes will prevail, as long as some new format or a change in the way households are run occurs. What keeps home care wipes from growing is mostly the pricing.

Report Overview

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

The Wipes 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 Wipes in Croatia?
* What are the major brands in Croatia?
* What is the biggest category within household care wipes?
* What are the key new product launches in the wipes market?

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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