Understand the key trends shaping demand and future opportunities...
Understand the key trends shaping demand and future opportunities across industries in Eastern Europe, with the latest regional and country-level analysis and market statistics.
Dishwashing in 2023 faces steady retail volume growth, despite the high costs of living confronted by locals. Demand for hand dishwashing remains stable, with little change in the competitive landscape and product development somewhat limited. By…
Automatic dishwashing tablets saw the strongest retail volume sales in 2023, as household penetration of dishwashers continued to rise in Hungary. Promotional activities and higher levels of product development based on delivering more effective…
In 2023, automatic dishwashing tablets experienced the most rapid growth in value terms, aligned with rising price points and increasing sales of dishwashers. Consumers are choosing automatic dishwashing tablets as they offer precise detergent…
Dishwashing continues to enjoy a solid performance in Lithuania, mainly due to strong growth in automatic dishwashing where volume sales increased sharply in 2023. Dishwasher penetration has increased steadily over the review period fuelling demand…
Overall volume sales in dishwashing stagnated in 2023, with consumer demand waning in response to high inflation and rising unit prices. Automatic dishwashing continued to see strong and steady rises as one of the better-performing product areas,…
The automatic dishwashing landscape in Poland continued to have low market penetration in 2023, which created solid room for growth and expansion in sales and market share. Consumers in Poland are increasingly becoming more time-conscious, seeking…
The positive performance of dishwashing in Romania in 2023 was the result of Romanian consumers often cooking at home, as high inflation and strong pressure on purchasing power discouraged visits to foodservice establishments. However, hand…
Home care witnessed moderate retail volume growth in 2023 as consumer demand stalled amidst significant unit price increases and inflationary pressure. Consumers are facing financial challenges with household budgets limited due to lower disposable…
Strong current retail value sales growth in 2023 as a result of inflation had a negative impact on volume sales in the year. The two major categories of dishwashing and laundry care were particularly affected by price hikes. In addition, rising…
With continuing economic uncertainty, as a result of the Russian invasion of Ukraine, home care registered muted volume growth, in spite of an increased population, due to the arrival of a significant number of immigrants from Ukraine. Also, while…
Georgia's economy and local currency witnessed stability in 2023, with positive effects on the performance of home care in 2023. The recovery of tourism had a strong impact on Georgia in general and improved employment levels, which has raised…
Home care in Hungary recorded a retail volume decline in 2023, negatively impacted by rising inflation and living costs, reducing consumer spending power. With lower disposable incomes, consumer purchasing habits changed, with many focusing on…
In 2023, home care experienced notable growth in retail value and volume terms. Rising inflation and higher price points boosted retail value, in addition to added-value properties and eco-friendly positionings. Retail volume growth benefited from an…
Following the soaring prices seen in home care during 2022, unit price growth has stabilised in 2023 and current value sales are slowing. Nevertheless, Lithuanians still face financial challenges in 2023, such as rising interest rates, which is…
Overall home care recorded robust current value growth in North Macedonia in 2023, mainly as result of the impact of inflation and substantial unit price rises. In terms of volume sales growth, however, most home care categories saw stagnation or…
In 2023, results on the home care landscape were impacted by rising inflation and the increased cost of living in Poland. For players on the landscape, the rising costs of resources posed a significant challenge, with cost increases seen across raw…
High inflation continued to exert strong pressure on the demand for home care in Romania in 2023, with retail current unit prices rising across all categories. Increases in the costs of raw materials and utilities put pressure on manufacturers,…
Home insecticides is mainly a seasonal, functional product and the main driver of volume sales each year is the size of the insect population. Overall, weather conditions resulted in lower demand for home insecticides in 2023. In addition, the high…
Climate change is having an increasing impact on the insect population in the country, with warmer and more humid weather creating ideal breeding conditions. Croatia is increasingly seeing heat waves during the summer months, which is contributing to…
Home insecticides is a seasonal product, where demand can vary from summer to summer, based on the size of the insect population. With the summer of 2023 not as hot as the previous year, volume growth was marginal. The standout performer was…
Home insecticides is mainly a seasonal, functional product and is not directly related to hygiene concerns consumers have in relation to viruses. The main driver of volume sales each year is the size of the insect population, with summer the high…
Although retail value sales were double-digit in 2023, retail volume sales were much lower, with a decline noted in insecticide coils. Insecticide coils suffered from fewer mosquitoes in 2023 due to the weak summer season. In addition, consumers were…
Electric insecticides recorded the most robust growth in 2023, recognised for their exceptional effectiveness in combating both flying and crawling insects, making them the preferred choice among many consumers dealing with pest infestations. Many…
Home insecticides witnessed a strong rebound in sales following a catastrophic season in 2022. Since home insecticides are mainly a seasonal, functional product, the main driver of volume sales each year is the size of the insect population. In 2023,…
Home insecticides saw retail volume declines in 2023 as local consumers were forced to prioritise purchases and cut down on less-essential products. Further, over 2022-23, North Macedonia saw a reduced number of flying and crawling insects,…
Retail value growth was double-digit in 2023, driven by rising price points and ongoing inflation. Despite rising prices, retail volume growth was positive in all areas, driven by electric insecticides and spray/aerosol insecticides. Weather…
Despite strong pressure on consumer purchasing power and soaring retail current unit prices, home insecticides registered a retail volume sales increase in 2023. While marginal overall, all categories, bar the mature spray/aerosol format, posted…
Laundry care witnessed double-digit current value growth in 2023 amid rising prices and high levels of inflation. Consumers are feeling the financial pressure and continue to reign in consumption of laundry care. Outdated products, such as bar…
Value sales of laundry care recorded a strong double-digit increase in 2023 as soaring inflation pushed up average unit prices. Volume sales, meanwhile, were dampened as a result of increasing price sensitivity among Croatian consumers, and…
Though inflation eased in 2023, it was still high. As such, laundry care registered marginal constant value growth and minimal volume growth. Fabric softener registered the highest value growth, but it was liquid detergent that registered the highest…
Laundry care in Georgia remains heavily dominated by powder detergents, as these are more affordable than liquid detergents and tablets. Also, consumers believe that powder laundry detergents will last longer and clean better, making them a more…
While retail value sales were double-digit, retail volume sales declined in all areas apart from other laundry aids in 2023, with sales negatively impacted by rising inflation and reduced consumer spending power. As such, consumers focused on…
In 2023, retail value growth remained double-digit in laundry care, impacted by ongoing inflation and rising price points. Liquid tablet detergents exhibited the most rapid growth in both retail volume and value, thanks to its efficient formula and…
After the huge price shocks in 2022, unit price growth in laundry care softened to single digits as inflation fell in Lithuania. Concerns regarding inflation also abated in 2023, yet consumers were still conscious when shopping for laundry care and…
Laundry care in North Macedonia saw double-digit current value growth in 2023, thanks to rising unit prices against a background of high inflation. Overall volume sales within laundry care, however, were largely stagnant in 2023, with diminished…
Due to increased prices and rising inflation, retail value growth saw a high increase in 2023, recording double-digit growth. Retail volume growth continued to be positive on the landscape, driven by detergent tablets and dryer sheets, although price…
In 2023, laundry care registered a modest overall decline in retail volume terms, although some categories, such as tablet detergents and liquid detergents, spot and stain removers and "other" laundry aids saw increases. The decline in the largest…
In 2023, polishes registered a marginal uplift in retail volume growth compared to the previous year. However, most consumers focused on buying essential home care products, with polishes being seen as less important. In a difficult economic climate…
The economic impact of measures introduced to limit the spread of COVID-19, along with soaring inflation in 2023, have undermined consumer confidence and purchasing power. As a result, many consumers remain focused on spending on essential items. At…
Overall, polishes registered marginal volume growth in 2023, as well as a fall in constant value sales, as continuing rising costs hit profit margins. Furniture polish was the strongest performer in terms of value and volume growth, with metal polish…
Stable volume growth was registered by polishes, with the growth of modern retailing playing a key factor in its development. Georgians remain quite conservative and tend to purchase more generic home care products. Thus, polishes are not very…
Despite rising retail value sales in 2023, polishes lost consumer attention, with significant price increases hindering sales, leading to a retail volume decline in all areas, apart from shoe polish. In addition to rising price points, manufacturers…
Shoe polish experienced the most rapid growth in volume terms in 2023. This market expansion can be attributed to the rising population, primarily driven by the influx of Ukrainian refugees, contributing to Latvia's population growth. However,…
Polishes continue to see retail volume sales stagnate in 2023, as this category draws very limited consumer attention in Lithuania. In the main, locals prefer to use basic household products to clean the house. Since the COVID-19 pandemic, consumers…
Overall polishes remained on its downward trajectory in 2023 in terms of volume sales growth, with Macedonian consumers reprioritising their purchases and eliminating those products deemed to be unnecessary, which included polishes for the most part.…
Double-digit retail value growth was registered in 2023, boosted by rising price points, while retail volume growth remained positive in all areas, bar shoe and metal polish. Furniture polish saw the largest growth, with the purpose of furniture…
The demand for polishes continued on a downward trajectory in 2023. These products were considered non-essential or obsolete by a large share of the consumer base, especially younger people. Furthermore, substitution and cannibalisation continued to…
Surface care excluding wipes witnessed marginal retail volume growth in 2023, due to the maturity of this category and weaker demand in the face of price increases. The moderate growth of home care disinfectants is lifting sales across the entire…
Croatian consumers largely prefer multi-purpose surface care products as they offer a convenient and efficient way to clean different surfaces with just one product, thereby saving time, money and storage space. In 2023, the majority of consumers had…
In 2023, multi-purpose cleaners remained the largest segment in surface care and also registered the highest volume growth. With inflation still being high, consumers were price sensitive and appreciated the convenience and perceived value for money…