In 2023, Slovenia witnessed a growing demand for hypoallergenic and sensitive products, particularly in surface care and laundry care, driven by an increasing prevalence of allergies. Consumers, especially parents and pet owners, favour surface care products made from vegan or organic ingredients, such as Green Emotions floor cleaner, which boasts plant-based ingredients suitable for all surfaces.
The rising health awareness among Slovenian consumers has led to an increased demand for natural home care products, with preferences shifting towards those containing natural or plant-based ingredients that are chemical-free. Clean labels, promoting ingredient transparency, have become essential as consumers seek greater knowledge about the products they use.
Henkel AG & Co KGaA and Procter & Gamble Co continue to dominate home care in Slovenia, leveraging their wide range of products, particularly those marketed as "sensitive" and "hypoallergenic," to maintain consumer loyalty. While smaller local players are present, they are unlikely to challenge the dominance of established brands.
The growing popularity of digitalisation in Slovenia has led to the expansion of e-commerce, with online stores offering organic or vegan cleaning products gaining traction among consumers. However, traditional offline retailers still dominate, with discounters experiencing notable growth due to their competitive pricing and extensive private label offerings.
Digitalisation is expected to shape the future of home care, with manufacturers likely to develop products suitable for self-cleaning smart devices. Furthermore, there is anticipated integration of digital innovations, such as sensors or usage detectors, into home care products.
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Understand the latest market trends and future growth opportunities for the Home Care industry in Slovenia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Home Care industry in Slovenia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See All of Our DefinitionsThis report originates from Passport, our Home Care research and analysis database.
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