New Study: Laundry Care in Bosnia-Herzegovina

The strong penetration of concentrated laundry care products continued in 2015, a trend relevant for laundry detergents but also increasingly so for fabric softeners. As of 2015, only one top five player in laundry detergents remained positioned in the standard detergents format – Beohemija doo with its Duel brand. Most other manufacturers have switched to the concentrated format, aligning their portfolios with European regulative frameworks, motivated by environmental concerns. Beohemija currently does not have interests outside of the regional market and is lacking the capital required for aligning its production processes with new trends.

Competitive Landscape

Saponia, Procter & Gamble and Henkel led sales in laundry care during 2015, with respective value shares of 26%, 26% and 25%. Things have never been this close in laundry care, as Procter & Gamble dominated for years but Saponia and Henkel managed to better-position their brands as consumers switched from standard detergents to concentrated varieties. Henkel focused its efforts on liquids, while Saponia focused on affordability, leaving Procter & Gamble in between without a clear competitive advantage.

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Industry Prospects

Laundry care is dominated by mature categories such as laundry detergents and fabric softeners, which do not have significant potential to further grow their consumer base. Hence, most growth over the forecast period will come from less-mature categories, eg laundry aids, which have room to grow their consumer base, and from value-based activity – consumers trading up to more-expensive brands.

Report Overview

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

The Laundry Care in Bosnia-Herzegovina 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 Laundry Care in Bosnia-Herzegovina?
* What are the major brands in Bosnia-Herzegovina?
* What is the performance of concentrated liquid detergents?

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