Deodorants maintained positive sales in Croatia in 2024, in both value and volume terms, albeit at lower rates of growth than seen in 2023. Previous inflationary pressures which pushed up prices are now easing, thus the lower level of value. Meanwhile, baseline demand supports sales of deodorants overall, while a wide variety of brands and products are available to suit different consumer needs and budgets. Deodorants is also one of the categories in which consumers are particularly price sensit

Fragrances maintained positive sales in Croatia in 2024, although with volume only managing marginal growth. Indeed, over the forecast period, sales look to be rather flat in volume terms. However, despite economic concerns and limited disposable incomes following a period of inflationary pressures, consumers continue to invest in fragrances thanks to such products being able to offer a feel-good factor connected to wellbeing trends.

Colour cosmetics maintained positive growth in Croatia in 2024, thanks to stable demand from consumers who value their aesthetic appearance. Indeed, colour cosmetics has rebounded since the pandemic era slump, despite recent inflationary pressures and the cost-of-living crisis. Particularly, consumers started to pay more attention to their appearance again as they returned to out-of-home lifestyles. Also, in 2024, inflationary pressures slowed down, thus bringing down prices and enhancing consum

Depilatories maintained decent value growth in Croatia in 2024, while volume achieved only marginal positive growth, having seen a decline from the performance of the past two years. Despite lowering levels of inflation, the fact that some consumers seek innovative products in depilatories, which come at higher prices than basic razors/blades, for example, continues to support value growth. Indeed, there is a strong innovation trend based on new technologically or formula-improved depilatories,

Sun care maintained positive sales in Croatia in 2024, in both value and volume terms, thanks to consumers’ growing awareness of the need for sun protection. Added to which, 2024 saw prolonged heatwaves and the hot summer season triggering the need for more sun protection products. Indeed, considering the essential nature of sun protection, the category remains resilient. Moreover, in Croatia, inbound tourism also helps to support sun care sales, as the country is positioning itself as a popular

Beauty and personal care maintained positive growth in Croatia in 2024, with volume sales higher than seen in 2023, while value sales were lower than seen in the previous year. This dynamic is due to inflationary pressures easing, thus reducing prices and boosting consumer spending power. On the other hand, previously elevated value was caused by said high prices, artificially boosting value-based sales growth, while volume remained lower due to consumers’ budgetary constraints in this context.

Oral care maintained positive growth in Croatia in 2024, in both value and volume terms, albeit with value higher than volume. Oral care benefits from being an essential category in beauty and personal care, from basic products such as toothpaste and manual toothbrushes, through to more niche categories such as denture care and dental floss. Indeed, consumers hygiene practices continue to improve, with an elevated concern for oral health. This high demand is stimulating new product developments,

Men’s grooming maintained positive sales in Croatia in 2024, in both value and volume terms. Indeed, men continue to pay more attention to their grooming habits. This is demonstrated by the fact that men’s fragrances saw the strongest performance in 2024, while men’s skin care also enjoyed a positive performance. Premium men's bath and shower is another well-performing category, in line with premiumisation trends and the demand for pleasant scents. Specialised retailers who sell these products,

Skin care continued to be one of the most resilient and robust categories in beauty and personal care in Croatia in 2024. Indeed, skin care remains of key importance for local consumers and is seeing a large number of trends and developments. For example, there has been an increasing interest in niche and specific skin care products, such as dermocosmetics, while ongoing innovations and new product launches are based strongly on health and wellbeing trends, such as the use of highly desirable an

Baby and child-specific products maintained positive growth in Croatia in 2024, in both value and volume terms. Indeed, a growing number of parents are placing a stronger focus on personal care products specifically positioned for the delicate and sensitive skin of their babies and young children. As a result, the category manages stable growth, despite economic challenges and price sensitive behaviours. Innovations in formulas, new product developments overall, and a widening array of products

Bath and shower maintained a positive performance in Croatia in 2024, in both value and volume terms, with volume creeping back into positive figures after its previous small decline. Previous volume slumps and value highs are attributed to inflationary pressures, which are now stabilising, thus shaping the sales dynamic in this context.

Hair care maintained positive value and volume sales in Croatia in 2024, with this performance driven by ongoing innovations and new product launches. Within this, hair care is adopting a more holistic and personalised approach — a trend which is being seen across various beauty and personal care categories. Local consumers are increasingly opting for hair care brands and products which help them to address specific hair and scalp problems, such as a sensitive and itchy scalp, dandruff, grey hai

Premium beauty and personal care saw a positive performance in Croatia in 2024, with value stronger than seen in mass options due to the higher prices of premium products. Indeed, despite ongoing price sensitivity among local consumers, there remains an affluent niche of consumers who continue to opt for premium beauty and personal care products, perceiving them to be of a higher quality and greater efficacy.

Mass beauty and personal care maintained stable growth in Croatia in 2024, thanks to strong baseline demand from price-sensitive consumers. Indeed, despite the accelerating premiumisation trends seen across various categories, mass beauty and personal care retains a large consumer base. While more affluent consumers’ appetite for higher value products has increased in line with the improved quality of life, alongside a greater attention to detail concerning aesthetic appearance and wellbeing, ma

The population of Croatia is predicted to decline by 9.0%, due to changes in net migration and natural change, standing at a total of 3.5 million citizens by 2040. By 2040, the largest cohort of people will be middle-aged (aged 45-64). Generational cohorts in Croatia will continue to influence consumer expenditure based on their specific purchasing habits and unique demands. Major cities across Croatia will continue to develop and expand, while Zagreb will remain the largest city by 2040.

Tissue and hygiene in Croatia witnessed a notable slowdown in value sales growth during 2024. Whilst many categories experienced rising prices and increasing consumption, retail tissue suffered a notable decline in value sales. Retail tissue is the largest category in tissue and hygiene, but it is highly sensitive to price regulations and government interventions. The introduction of government-imposed price caps on toilet paper drove down average prices and pushed value sales into decline. Manu

In 2024, nappies/diapers/pants in Croatia saw value sales rise while volume sales decreased slightly. The declining birth rate is directly impacting overall demand for diapers. Players have faced price caps on standard diapers with brands restricted to a maximum of EUR0.3 per unit. This regulatory measure prevented brands from adjusting the price of standard diapers in response to increasing production costs. Consequently, manufacturers shifted their focus towards premium diaper categories where

Away-from-home tissue reported moderate value sales growth in 2024. Horeca was the primary growth driver fuelled by the resurgence of tourism and hospitality. Business/industry also contributed to growth reflecting the normalisation of economic activities. Paper towels and toilet paper stand out as the strongest categories, due to their essential function across various settings. A notable trend is the increasing emphasis on sustainable and hygienic solutions. Sales have expanded significantly w

In the year 2024, menstrual care in Croatia reported healthy growth in value terms although volume sales continued to decline. This trend reflects the growing emphasis on buying quality and sustainable products, over quantity. Consumers are increasingly opting for higher-priced items, such as organic or specialised sanitary napkins, tampons, and menstrual cups, which offer enhanced features or perceived health benefits. New price caps on standard sanitary towels have also encouraged manufacturer

In retail tissue, value sales declined in 2024, despite an increase in volume sales. Retail prices decreased significantly in toilet paper due largely to government-imposed price caps, which directly impacted value sales. While consumers purchased a greater quantity of tissue products, particularly toilet paper, the drop in prices cut into revenues and led to declining value sales. Retail tissue is highly sensitive to price regulations and government interventions.

Wipes in Croatia experienced a moderate increase in value sales during 2024. This growth is attributable to several factors, including heightened consumer awareness of hygiene practices, particularly following recent health concerns. The versatility of wipes, used for various purposes from personal care to household cleaning, contributes to sustained demand. Additionally, the availability of specialised wipes, such as those for sensitive skin or specific cleaning tasks, has broadened their appea

Value sales of RX/reimbursement adult incontinence in Croatia experienced robust growth in 2024. The buoyant performance can be directly linked to the country's ageing population and the established reimbursement system through HZZO. As the number of elderly individuals rises, so too does demand for prescribed and reimbursed incontinence products. Furthermore, increased awareness among healthcare professionals and the public regarding available reimbursement options has likely contributed to thi

Retail adult incontinence experienced moderate value growth, driven by the country's ageing population and increased public awareness of available products. Both factors have expanded the consumer base for adult incontinence solutions. Simultaneously, rising awareness and familiarity with these products has helped to reduce the stigma surrounding them. Brands have also worked on emphasising discretion and comfort, further encouraging consumer adoption.

Private label products are becoming increasingly popular in toilet care with Denkmit from dm-Drogerie Markt doo leading the way in Croatia. These products are gaining traction as consumers look for high-quality, budget-friendly alternatives to traditional brands. Denkmit offers a wide range of toilet care solutions, from disinfectants to fresheners, which combine effective performance with attractive pricing. By focusing on eco-friendly ingredients and appealing packaging, Denkmit and similar pr