New Market Research Report: Irons in the Czech Republic

Irons were amongst the cheapest consumer appliances and were seen in almost every Czech household. However, the category continued to record negative performance in 2014. Firstly, more consumers are using the services of professional laundry care companies which save their time and hard work. Secondly, clothing trends and fabric seasonality changes negatively affected the sales of irons as well. The increasing demand for modern fabrics was seen, which do not require frequent ironing, causing irons to be less used in Czech households, lengthening their replacement cycle. Therefore, irons saw a decrease in volume and value terms by 3% in 2014.

Competitive Landscape

Groupe SEB CR sro was the clearly leading company within irons with 29% volume share in 2014. The company focused on offering a wide product portfolio under the brands Tefal, Moulinex and Rowenta, which were well known to Czechs due to strong previous marketing activities and being available in many categories of consumer appliances. The brands offer a good ratio between price, functions and quality and are the frequent choice of the Czech consumers. Thanks to these activities the company saw the biggest volume share increase of one percentage point in 2014. The second ranked company was Philips Electronics CR sro with 20% volume share due to its strong focus on bringing new, innovative products on the market.

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Industry Prospects

The expected improvement of the Czech economy over the forecast period will not have a positive impact on the sales of irons, as more consumers will start to use the services of professional laundry companies rather than ironing fabrics at home. Therefore, consumers will use irons less often. However, with the expansion of lower-priced brands in the country, the average unit price for the category is expected to be pushed down significantly, by 12%, to reach CZK769 per unit in 2019, which might slowly support the demand. Therefore, consumers might be interested to buy a new iron even if they use it only occasionally. This would lead to higher possession rate of irons, which would not have a positive impact on the category. Therefore, irons is expected to decline in volume at a CAGR of 1% over the forecast period, whilst value sales are expected to decline at a CAGR of 3% at constant 2014 prices.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Irons industry in Czech Republic 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.

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