ReportsnReports – Home Care in the Czech Republic

Dallas, TX -- (SBWire) -- 11/18/2011 --Home Care in the Czech Republic

Slight increase in sales of home care in the Czech Republic in 2010
The ongoing economic growth in the Czech Republic combined with the increasing number of households and rising consumer purchasing power as the main drivers of growth in home care in the Czech Republic throughout the review period. During 2009, the country felt the harsh negative effects of the global economic crisis and the purchasing power of Czech consumers became weaker as growth rates in home care slowed down. In 2010, however, value sales of home care showed a much better performance, thanks mainly to two factors. Firstly, producers and retailers launched more promotional activities so as to maintain the attention of Czech consumers; and secondly, premium private label home care products were introduced by leading grocery retailers in order to attract customers into their outlets.
Multi-purpose products dominate in dishwashing and toilet care while purpose-specific
products rule in surface care
Czech consumers remained very careful with their spending in 2010, purchasing more products through promotions as the diversity of the home care products available in the country increased. The leading home care companies continued to introduce new varieties of home care products. Specialised products became more popular than universal ones in surface care products, while multi-purpose varieties become more common in automatic dishwashing tablets and toilet care. Private label products were subject to product diversification, which was supported by the rising demand in general for more cost-effective private label home care products.

Traditional domestic brands maintain solid positions but international brands still lead
Czech customers continue to be very receptive to the well-established domestic brands with which they have been familiar for a long time. For example, Bochemie sro’s Savo continued to lead in surface care and bleach, while Lybar’s Biolit led in insecticides. The traditional domestic brand Jar, now owned by Procter & Gamble-Rakona, held the top position in hand dishwashing. Multinational players Henkel CR spol sro, Procter & Gamble-Rakona AS and Reckitt Benckiser CR sro were successful in maintaining the three overall leading positions respectively in home care in the Czech Republic in 2010. Furthermore, private label achieved substantial growth in home care during 2010. Private label maintained a similar position as during 2009, although the proportion of retail value sales accounted for by private label varies from category to category.
Supermarkets/hypermarkets dominates distribution, while parapharmacies/drugstore chains gain strength
Distribution trends remain unchanged in home care in the Czech Republic during 2009/2010. The 51% distribution value share of supermarkets/hypermarkets remained the highest in 2010. However, the position of health and beauty retailers continued strengthening, particularly the most popular health and beauty retailers in the Czech Republic, Schlecker and Dm Drogerie Markt. The proportion of total home care value sales accounted for by discounters in the Czech Republic stagnated during 2010.
Good expectations for home care over the forecast period
There is much potential for further development in home care in the Czech Republic, although no significant jumps in value sales are expected to occur during the forecast period. Volume sales are expected to increase at a faster pace under the influence of strong competitive forces as the higher numbers of premium private labels on offer and the possibility of making bulk purchases at lower unit prices will continue to appeal to price sensitive Czech consumers. More sophisticated products featuring interesting new fragrances will come to drive positive development in home care during the forecast period.

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