Laundry Care in Croatia - New Study Released

The introduction of washload markings on packaging for laundry detergents products was initially resisted by some Croatian manufacturers. This was because local companies feared that such markings would make it easy for consumers to see that their products were inferior to multinational brands in terms of the number of washloads per pack. It was only after they managed to develop new products that could be classified as concentrated that these local manufacturers start placing washload markings on product packaging. Today, all laundry detergents products sold in Croatia have these markings on their packaging.

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Competitive Landscape

During the last three years of the review period, local laundry care company Saponia opened a new factory, launched numerous new products and took a more active approach to advertising. These actions enabled Saponia to overtake the traditional category leader Procter & Gamble doo in 2015 to claim the top position in laundry care with an overall value share of 30%. This share was up by three percentage points on 2014, the largest overall value share gain made by any company in laundry care. Saponia’s ascension to the top position in laundry care also saw it become the overall leader in the Croatian home care market in value sales terms in 2015.

Industry Prospects

It is expected that more and more Croatians will start to switch from powder and liquid detergents to liquid tablet detergents over the forecast period. Aside from the relative novelty of the format, this switching trend will be driven by growing appreciation for the convenience of liquid tablet detergents, which require no real effort on the part of the user in terms of measuring doses. The experience of the automatic dishwashing category shows that liquid tablet detergents could eventually become a more popular format than powder detergents.

Report Overview

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

The Laundry 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

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