1. Home Care in Slovakia
Report Details:
Published:August 2012
No. of Pages:
Price: Single User License – US$2400
Discover the latest market trends and uncover sources of future market growth for the Home Care
industry in Slovakia with research from Euromonitor's team of in-country analysts.
The Home Care in Slovakia 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 Home Care in Slovakia?
•What are the major brands in Slovakia?
•What is the importance of the trend towards environmentally friendly products in home care?
•What are the main growth drivers of the home care market in Slovakia?
Why buy 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
EXECUTIVE SUMMARY
Home care experiences stable growth in 2011
Home care is an important component of everyday life in Slovakia and, over the review period,
performance was boosted by the existence of a stable consumer base. Consequently, home care
recorded moderate but steady retail volume and current value sales growth in 2011. Increasing
demand was seen for products with added value and innovative concepts in 2011. At the same
time, many consumers remained price-sensitive, as a result of the global economic downturn and
the decline seen in disposable income levels. This was reflected in the consumer tendency to
purchase branded products offered at a reasonable price or offering good value-for-money, as well
as private label products.
Product sophistication boosts sales
Within home care, increased product sophistication was seen over the review period, with the
introduction of more products designed for a specific use or offering added value. Despite the
economic crisis, manufacturers and retailers saw demand for high quality products offering added
value over the review period. This resulted in high levels of innovation and the introduction of new

2. and more sophisticated products, as manufacturers looked to meet this emerging demand.
Multinationals continue to dominate in 2011
Home care in Slovakia was contested by both multinationals and domestic manufacturers over the
review period. In 2011, Henkel, Reckitt Benckiser, Procter & Gamble, SC Johnson and Unilever,
all of which are multinationals, remained the leading players in home care in Slovakia. Meanwhile,
Tatrachema vd Trnava, which ranked eighth, was the best performing domestic player. None of
the remaining domestic players accounted for a retail value sales share of more than 1%.
Large formats prevail, retail channels gain share
In 2011, the distribution of home care products in Slovakia remained dominated by grocery
retailers, with supermarkets and hypermarkets remaining the leading channels therein. These
channels were able to offer better prices to consumers, as well as a convenient one-stop shopping
experience. Discounters became a more popular channel for home care purchases over the
review period, although it continued to lag significantly behind the leading channels in 2011.
Chained health and beauty retailers, such as DM Drogerie Markt and Teta Drogérie (P.K. Solvent
SK), likewise saw increasing popularity over the review period. As a result, health and beauty
retailers remained the second leading distribution channel for home care products in Slovakia in
2011, behind supermarkets. As a result of loyalty programmes and regular discounting, health and
beauty retailers became an increasingly popular distribution channel among Slovakian consumers
over the review period.
Stable performance expected over the forecast period
Home care is expected to see continued retail volume and value sales growth over the forecast
period, underpinned by the stable consumer base that exists for home care products in the
country. Home care will benefit from the increasing education of consumers and growing product
sophistication. As a result, all home categories are expected to see positive retail volume sales
growth over the forecast period, while most will see positive retail value sales growth, with the
exception of air care and bleach.
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Major points covered in Table of Contents of this report include
Table of Contents
Home Care in Slovakia - Industry Overview
EXECUTIVE SUMMARY
Home care experiences stable growth in 2011
Product sophistication boosts sales
Multinationals continue to dominate in 2011
Large formats prevail, retail channels gain share
Stable performance expected over the forecast period
KEY TRENDS AND DEVELOPMENTS
Home care benefits from the strong position of multinational companies
Green trend strengthening in Slovakia

3. Private label provides intense competition for branded products
Hypermarkets and supermarkets continue to dominate retail distribution
Added value boosts home care sales in Slovakia in 2011
MARKET INDICATORS
Table 1 Households 2006-2011
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2006-2011
Table 3 Sales of Home Care by Category: % Value Growth 2006-2011
Table 4 Home Care Company Shares 2007-2011
Table 5 Home Care Brand Shares 2008-2011
Table 6 Penetration of Private Label by Category 2006-2011
Table 7 Sales of Home Care by Distribution Format: % Analysis 2006-2011
Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2011
Table 9 Forecast Sales of Home Care by Category: Value 2011-2016
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2011-2016
SOURCES
Summary 1 Research Sources
Home Care in Slovakia - Company Profiles
Banchem sro in Home Care (Slovakia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Banchem sro: Competitive Position 2011
Bochemie Slovakia sro in Home Care (Slovakia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Bochemie Slovensko sro: Competitive Position 2011
Herba Drug sro in Home Care (Slovakia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Herba Drug sro: Competitive Position 2011
Palma Group as in Home Care (Slovakia)
STRATEGIC DIRECTION
KEY FACTS

4. COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Palma Group as: Competitive Position 2011
Tatrachema vd Trnava in Home Care (Slovakia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 15 Tatrachema vd Trnava: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 16 Tatrachema vd Trnava: Competitive Position 2011
Air Care in Slovakia - Category Analysis
HEADLINES
TRENDS
In 2011, air care in Slovakia benefited from the increasing importance placed on having a fresh
and pleasant smelling house by consumers. Over the review period, having a fresh fragrance in
the home and removing unpleasant odours become a basic standard in the country, while
consumers also became increasingly interested in different formats. Traditionally, air care products
were primarily used in bathrooms and laundry rooms in Slovakia. However, over the review period,
consumers increasingly used air care products throughout their homes. Manufacturers played an
important role in this, through increasing consumer awareness of the various potential uses of air
care products and the different formats available.
COMPETITIVE LANDSCAPE
SC Johnson remained the leading player in air care in Slovakia, in accounting for a retail value
sales share of 33% in 2011. The company’s Brise and Oust brands accounted for respective retail
value sales share of 31% and 2%. Brise Essences led electric air fresheners, on a retail value
sales share of 46%, while the company’s Brise Sense & Spray ranked fifth in electric air
fresheners, on a retail value sales share of 4%. The Brise brand also led spray/aerosol air
fresheners in 2011, on a retail value sales share of 21%. The company’s success was based on
the high recognition enjoyed by its brands, strong distribution, which ensured the availability of its
products through retail, and constant promotion.
PROSPECTS
The consumer base for air care products is likely to expand over the forecast period, as having a
fresh smelling household will continue to be seen as important. Consumers will increasingly come
to see use air care products in areas of the house other than bathrooms and laundry rooms.
Moreover, a growing number of consumers are likely to use air care products as a decorative
component of their living spaces. This will result in increased demand for candle air care or other
air care.
CATEGORY DATA
Table 11 Sales of Air Care by Category: Value 2006-2011
Table 12 Sales of Air Care by Category: % Value Growth 2006-2011

5. Table 13 Battery Operated vs Plug-in Electric Air Fresheners: % Value Breakdown 2008-2011
Table 14 Air Care Fragrances Rankings by Value 2006-2011
Table 15 Air Care Company Shares 2007-2011
Table 16 Air Care Brand Shares 2008-2011
Table 17 Forecast Sales of Air Care by Category: Value 2011-2016
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2011-2016
Bleach in Slovakia - Category Analysis
HEADLINES
TRENDS
Both chlorine and non-chlorine based bleach products designed for general domestic cleaning
purposes have a consumer base in Slovakia. However, over the review period, some consumers
began to explore other home care products as alternatives. In 2011, many consumers used other
home care products intended for specific purposes instead of bleach, due to the latter being
perceived as too aggressive.
COMPETITIVE LANDSCAPE
Unilever, with the Domestos brand, remained the leading player in bleach in 2011, in accounting
for a retail value sales share of 37%. The Domestos brand also had a presence in toilet care and
surface care in Slovakia over the review period and, as a result, enjoyed high levels of awareness,
recognition and trust amongst consumers. While Domestos bleach was not promoted in 2011,
Domestos branded toilet care and surface care products were promoted regularly. Furthermore,
the company promoted Domestos through the dedicated website, www.domestos.sk.
PROSPECTS
Bleach is not expected to see strong performance over the forecast period, due to intensifying
competition from other home care categories, such as home antiseptics/disinfectants and colour
safe laundry bleach. Over the forecast period, sales will be driven by more conservative
consumers who are accustomed to bleach and not open to experimentation.
CATEGORY DATA
Table 19 Sales of Bleach: Value 2006-2011
Table 20 Sales of Bleach: % Value Growth 2006-2011
Table 21 Bleach Company Shares 2007-2011
Table 22 Bleach Brand Shares 2008-2011
Table 23 Forecast Sales of Bleach: Value 2011-2016
Table 24 Forecast Sales of Bleach: % Value Growth 2011-2016
Dishwashing in Slovakia - Category Analysis
HEADLINES
TRENDS
Dishwashing products are well established in Slovakia, with hand dishwashing products being
particularly popular. However, modern urban lifestyles and increasing living standards in the
country drove demand for automatic dishwashing products over the review period, as a growing
number of households used dishwashers, in order to reduce the time spent on washing dishes and
to save energy and water. Over the review period, hand dishwashing grew increasingly mature,
while demand for automatic dishwashing products grew, in line with increasing dishwasher

6. penetration.
COMPETITIVE LANDSCAPE
Reckitt Benckiser remained the leading player in dishwashing in Slovakia in 2011, in accounting
for a retail value sales share of 25%. Calgonit remained the leading brand in dishwashing in 2011,
while the company also offered the Colon brand. The company benefitted from its strong
investment in advertising and the trust that Slovak consumers have in Calgonit, the leading brand
in automatic dishwashing. Within hand dishwashing, Reckitt Benckiser, with the Colon brand,
ranked ninth on a retail value sales share of 2%.
PROSPECTS
Dishwashing products will see an ongoing in increase in demand over the forecast period,
underpinned by the stable consumer base that exists for hand dishwashing and boosted by the
growing penetration of dishwashers. Increasing product sophistication, the entrance of the new
brands, particularly in automatic dishwashing, and ongoing polarisation are amongst the key
trends expected over the period. Finally, it is expected that the forecast period will see the
introduction of more green products to dishwashing in Slovakia.
CATEGORY INDICATORS
Table 25 Household Possession of Dishwashers 2006-2011
CATEGORY DATA
Table 26 Sales of Dishwashing by Category: Value 2006-2011
Table 27 Sales of Dishwashing by Category: % Value Growth 2006-2011
Table 28 Dishwashing Company Shares 2007-2011
Table 29 Dishwashing Brand Shares 2008-2011
Table 30 Forecast Sales of Dishwashing by Category: Value 2011-2016
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2011-2016
Home Insecticides in Slovakia - Category Analysis
HEADLINES
TRENDS
Home insecticides are widely used by consumers in Slovakia, as protection against different types
of insects is necessary in many regions of the country. Home insecticides in Slovakia is impacted
by seasonality of demand, while the eastern and southern regions of the country regularly face
floods and mosquito proliferation as a result. Consumers also place particular emphasis on
protection against ticks, which are dangerous and widely present throughout the country.
COMPETITIVE LANDSCAPE
Lybar remained the leading player in 2011, in accounting for a retail value sales share of 49%.
Lybar is a leader in new product development, innovation and advertising. The company’s Biolit
and Difusil brands ranked first and third in home insecticides in Slovakia in 2011, on respective
retail value sales share of 37% and 12%. Lybar saw the largest gain in retail value sales share of
one percentage point in 2011. The company’s strong performance was based on the consumer
perception that its products are of high quality, as well as the company’s strong investment in
innovation and promotion.
PROSPECTS
Consumers in Slovakia are growing more accustomed to purchasing home insecticides. Over the

7. review period a widening of the product assortment was seen, a trend that is expected to continue
over the forecast period. A broader range of product types will be available, including more
sophisticated products, allergen free products, child specific products and products with improved
effectiveness, as players look to create diverse portfolios to target the specific needs of different
consumers.
CATEGORY DATA
Table 32 Sales of Home Insecticides by Category: Value 2006-2011
Table 33 Sales of Home Insecticides by Category: % Value Growth 2006-2011
Table 34 Spray/Aerosol Insecticides by Type: % Value Breakdown 2008-2011
Table 35 Home Insecticides Company Shares 2007-2011
Table 36 Home Insecticides Brand Shares 2008-2011
Table 37 Forecast Sales of Home Insecticides by Category: Value 2011-2016
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2011-2016
Laundry Care in Slovakia - Category Analysis
HEADLINES
TRENDS
Laundry care is an important component of hygiene in Slovakia, where consumers do laundry on a
regular basis. Over the review period, the discussion continued about products in compact format,
which are more environmentally-friendly and also afford savings to consumers. Consumers
enjoyed new formats, such as automatic liquid tablets, and specialised products for sensitive
fabrics, such as fine fabric detergents and fabric softeners featuring special fragrances. Price-
sensitivity resulted in consumers purchasing products offering good value-for-money, such as
products in larger pack sizes and discounted products. Otherwise, consumers tended to remain
loyal to trusted products and brands.
COMPETITIVE LANDSCAPE
Henkel remained the leading player in laundry care in Slovakia in 2011, in accounting for a retail
value sales share of 29%. Over the review period, Henkel continued to lead the way in terms of
innovation and advertising. The company offered the Palmex, Persil, Silan and Rex brands in
2011, which accounted for respective retail value sales shares of 11%, 9%, 7% and 3%. The
company also offered the Perwoll and Dato brands, although these accounted for negligible retail
value sales shares in 2011.
PROSPECTS
Laundry care in Slovakia is predicted to see stable ongoing growth in both retail volume and value
sales over the forecast period. With respect to particular trends, the further expansion of
concentrated products is expected. Furthermore, further diversification of the product assortment
available is expected, with more added value products, products for sensitive fabrics, white fabric
specific products, coloured fabric specific products, child specific products, products with reduced
environmental impact and products with a natural composition all likely to be introduced. At the
same time, strengthening of the competition between laundry detergents and other laundry care
categories is expected.
CATEGORY INDICATORS
Table 39 Household Possession of Washing Machines 2006-2011

8. CATEGORY DATA
Table 40 Sales of Laundry Care by Category: Value 2006-2011
Table 41 Sales of Laundry Care by Category: % Value Growth 2006-2011
Table 42 Sales of Laundry Aids by Category: Value 2006-2011
Table 43 Sales of Laundry Aids by Category: % Value Growth 2006-2011
Table 44 Sales of Laundry Detergents by Category: Value 2006-2011
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2006-2011
Table 46 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2006-2011
Table 47 Laundry Care Company Shares 2007-2011
Table 48 Laundry Care Brand Shares 2008-2011
Table 49 Laundry Aids Company Shares 2007-2011
Table 50 Laundry Aids Brand Shares 2008-2011
Table 51 Laundry Detergents Company Shares 2007-2011
Table 52 Laundry Detergents Brand Shares 2008-2011
Table 53 Forecast Sales of Laundry Care by Category: Value 2011-2016
Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2011-2016
Polishes in Slovakia - Category Analysis
HEADLINES
TRENDS
Polishes in Slovakia experience moderate but stable demand from consumers over the review
period. In general, polishes remained widely used by Slovakian consumers, with floor polish
proving particularly popular. Renovation of houses and apartments and the installation of more
modern floor surfaces, including wood, drove demand over the review period. As a result, floor
polish accounted for a leading retail volume sales share of 40% in 2011.
COMPETITIVE LANDSCAPE
Henkel remained the leading player in polishes in Slovakia in 2011, in accounting for a retail value
sales share of 17%. The company’s Picco Bello and Opti brands accounted for respective retail
value sales shares of 10% and 7%, respectively, in 2011. As advertising of polishes remained
limited in Slovakia, the key to Henkel’s success was the wide availability of its products through
the various retail channels.
PROSPECTS
Polishes is only expected to see moderate growth over the forecast period, with floor and shoe
polish expected to see a significant slowdown in retail volume and value sales growth compared to
the review period. Demand for polishes is not expected to increase significantly over the forecast
period, due to a lack of awareness and promotion. While the core consumer base will remain
intact, it is not expected that it will be added to significantly. Younger consumers in Slovakia tend
to have less interest than older generations in polishing floors, furniture and metals.
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2006-2011
Table 56 Sales of Polishes by Category: % Value Growth 2006-2011
Table 57 Polishes Company Shares 2007-2011
Table 58 Polishes Brand Shares 2008-2011

9. Table 59 Forecast Sales of Polishes by Category: Value 2011-2016
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2011-2016
Surface Care in Slovakia - Category Analysis
HEADLINES
TRENDS
At the end of the review period, surface care in Slovakia comprised a wide range of both
multipurpose and specific-use products. Surface was near to saturation in 2011, with a broad
range of manufacturers and brands present. In general, surface care continued to be influenced by
seasonality of demand, with the peak periods being Christmas, Easter and spring.
COMPETITIVE LANDSCAPE
Unilever remained the leading player in surface care in 2011, in accounting for a retail value sales
share of 20%. The company’s Domestos and Cif brands, which accounted for respective retail
value sales shares of 12% and 8%, ranked first and fourth in surface care in 2011. Unilever
remained among the leading players in terms of innovation and advertising over the review period,
while consumers perceived its brands as being of high quality.
PROSPECTS
Surface care is expected to see relatively slow retail volume sales growth over the forecast period.
The category is near maturity and, as such, is not expected to achieve significant growth.
Meanwhile, retail value sales are expected to stagnate over the forecast period, due to increasing
competition and an expected increase in the retail value sales share accounted for by private
label.
CATEGORY DATA
Table 61 Sales of Surface Care by Category: Value 2006-2011
Table 62 Sales of Surface Care by Category: % Value Growth 2006-2011
Table 63 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2006-
2011
Table 64 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value
Growth 2006-2011
Table 65 Surface Care Company Shares 2007-2011
Table 66 Surface Care Brand Shares 2008-2011
Table 67 Household Care Wipes and Floor Cleaning Systems Company Shares 2007-2011
Table 68 Household Care Wipes and Floor Cleaning Systems Brand Shares 2008-2011
Table 69 Forecast Sales of Surface Care by Category: Value 2011-2016
Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2011-2016
Toilet Care in Slovakia - Category Analysis
HEADLINES
TRENDS
Toilet care products are highly popular in Slovakia, as maintaining a clean toilet is considered a
very important part of basic hygiene standards amongst households in the country. Over the
review period, consumers began to increasingly experiment with different products in toilet liquids,
as well as ITBs. While historically consumers were solely interested in the disinfectant properties
provided by toilet care products, over the review period, they became increasingly interested in the

10. added value features offered by products, such as a pleasant fragrance or long-lasting cleaning
effects.
COMPETITIVE LANDSCAPE
Henkel, with its Bref brand, remained the leading player in toilet care in Slovakia in 2011, in
accounting for a retail value sales share of 22%. Henkel’s leading position was based on its
ongoing innovation and strong promotion of its products over the period.
PROSPECTS
Toilet care products are expected to see increasing demand over the forecast period, as toilet care
will continue to form a basic part of hygiene. Consumers are likely to become increasingly
interested in products offering added value within toilet liquids, ITBs and in-cistern devices.
CATEGORY DATA
Table 71 Sales of Toilet Care by Category: Value 2006-2011
Table 72 Sales of Toilet Care by Category: % Value Growth 2006-2011
Table 73 Toilet Care Company Shares 2007-2011
Table 74 Toilet Care Brand Shares 2008-2011
Table 75 Forecast Sales of Toilet Care by Category: Value 2011-2016
Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2011-2016
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