Home & Laundry Care - Croatia | Statista Market Forecast

In 2024, the revenue in the Home & Laundry Care market in Croatia amounts to US$261.10m.
It is projected that the market will experience an annual growth rate of -0.12% (CAGR 2024-2029).
The largest segment within this market is Laundry Care, which is expected to have a market volume of US$128.00m in 2024.
When compared globally, United States generates the highest revenue in this market, reaching US$32bn in 2024.
In terms of per capita revenue, each person in Croatia contributes US$65.48 in 2024.
Furthermore, it is anticipated that online sales will account for 4.6% of the total revenue in the Home & Laundry Care market by 2024.
Croatia's Home & Laundry Care market is witnessing a growing demand for eco-friendly and locally sourced products.

Definition:

The Home & Laundry Care market covers cleaning products used for private households. This market only takes into account consumable detergents for use in private households (B2C). Auxiliary cleaning equipment (e.g., mops and brooms) are not included. Professional products for industry use or household cleaning services (B2B) have also not been included.

Structure:

Home & Laundry consists of 4 different markets:

The Laundry Care covers all detergents purchased by consumers that are intended for the care of textiles in the form of powder, tabs, or liquids.
The Household market covers all consumer products used for the cleaning of surfaces, windows, and toilets.
The Dishwashing Detergents cover cleaning products used for washing up and cleaning dishes and cutlery. Both detergents for dishwashers and hand dishwashing detergents in liquid, powder, or tab form are included in this market.
The Polishes, Room Scents & Insecticides cover several specialty cleaning products for narrowly defined niche uses. The market includes polishes for shoes, floor, furniture, and coach care, along with room deodorants and household insecticides..

Additional Information:

The market comprises revenue, average revenue per capita, sales channel. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). For more information on the displayed data, click the info button on the right side of each box.

Laundry detergents
Household cleaners
Dishwashing detergents
Specialty products (polishes, room scents, household insecticides)
Cleaning products for private consumers (B2C)

Cleaning equipment (e.g. mops or cleaning cloths)
Cleaning services (laundry services, house cleaning)
Professional products for bulk consumers (B2B)

The Home & Laundry Care market in Croatia is witnessing mild growth, influenced by factors such as increased consumer awareness of hygiene, the rise of eco-friendly products, and evolving lifestyles that prioritize convenience and efficiency in household chores.

Customer preferences: In Croatia, consumers are prioritizing sustainability and convenience in the Home & Laundry Care market, leading to a growing demand for eco-friendly cleaning products and biodegradable packaging. Younger generations, particularly millennials and Gen Z, are more inclined towards brands that emphasize ethical practices and sustainability. Additionally, the rise of compact and multi-functional laundry appliances reflects a shift towards smaller living spaces and busy lifestyles, where efficiency and ease of use are paramount in household management.

Trends in the market: In Croatia, the Home & Laundry Care market is experiencing a notable shift towards sustainability, with consumers increasingly favoring eco-friendly cleaning products and biodegradable packaging. This trend is driven primarily by younger generations, particularly millennials and Gen Z, who prioritize brands that demonstrate ethical practices and environmental responsibility. Additionally, there is a surge in demand for compact and multifunctional laundry appliances, reflecting urbanization and the need for efficiency in smaller living spaces. These trends carry significant implications for industry stakeholders, pushing them to innovate and adapt their product offerings to meet evolving consumer preferences.

Local special circumstances: In Croatia, the Home & Laundry Care market is influenced by the country's rich cultural heritage and emphasis on traditional cleaning methods, which coexist with modern consumer preferences. The Adriatic region's unique climate necessitates specific laundry solutions, prompting demand for products that address humidity and coastal challenges. Furthermore, stringent EU regulations on chemical usage in cleaning products drive manufacturers to innovate sustainably. Local brands are gaining traction as consumers value authenticity, fostering a competitive landscape that prioritizes eco-friendly and culturally resonant offerings.

Underlying macroeconomic factors: The Home & Laundry Care market in Croatia is significantly shaped by macroeconomic factors such as the country’s economic stability, disposable income levels, and consumer spending patterns. A growing economy, bolstered by tourism and exports, supports increased household expenditure on cleaning products. Additionally, fiscal policies aimed at promoting sustainability encourage manufacturers to invest in eco-friendly innovations. Global trends, such as the shift towards health-conscious consumerism, further drive demand for environmentally safe cleaning solutions. Moreover, Croatia's EU membership ensures adherence to strict regulatory standards, fostering market growth through enhanced product safety and quality.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Consumers’ interest in cleaning supplies has kept on growing in the last few years. As awareness on the importance of good hygiene practices increases, so does the revenue of the global home and laundry care market, which was estimated to add up to nearly 200 billion U.S. dollars in 2024 and to grow to over 230 billion U.S. dollars by 2029. The United States is the leading region in the market, having recorded over 30 billion U.S. dollars in revenues as of 2023, followed by China and India.