Eastern Europe

Supermarkets saw a decline in value sales in Hungary in 2023, following the positive performance seen in 2022 as the channel benefitted from the normalisation patterns following the era of the pandemic. In 2023, however, the channel is being affected…

Supermarkets recorded strong growth in value sales in 2023. The upward trend in the number of supermarkets also continued in 2023 with supermarkets recording the highest growth in grocery retailers during the year. Proximity supermarkets, ie local…

In 2023, supermarkets in Romania recorded double-digit retail value growth; the result of having excellent locations in crowded neighbourhoods. As such, these stores increasingly benefit from proximity while offering a broader range of products…

Supermarkets in Slovakia lost out to discounters in 2023, as continuing high inflation saw consumers increasingly shop in discounters. Consumers also sought out discounts in supermarkets as they were highly price sensitive. As such, supermarket…

Supermarkets in the Czech Republic have enjoyed a solid performance in recent years. Inflation has remained high since 2022 plunging the Czech economy into dire straits for the second year running. Even though the soaring costs of living put further…

Supermarkets was the most dynamic grocery retailers channel in Ukraine in current value growth terms in 2023. While many players suffered steep declines in revenues and the loss of several outlets in 2022 due to the initial shock and destruction of…

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…

Surface care in Bulgaria continued to decline in retail volume in 2023, much of which is the consequence of the category's unusual growth during the COVID-19 pandemic. As a result, sales are declining in comparison as usage returns to pre-pandemic…

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…

Surface care registered steady volume growth in 2023, supported in part by a stronger desire to maintain household cleanliness in Georgia. Modern retailers are also contributing to sales growth in surface care, with consumers looking for more…

Aside from kitchen and window/glass cleaners, all product categories of surface care recorded a decline in retail volume in 2023. Thanks to wider product availability and growing interest in more frequent window cleaning, sales of window/glass…

In 2023, descalers experienced positive retail volume growth, attributed to two reasons. Firstly, the decline in water quality has raised concerns among consumers. These products effectively prevent limescale accumulation, extending the lifespan of…

Surface care continues to benefit from the stronger attention to hygiene and cleaning habits that emerged during the COVID-19 pandemic. Consumers are seeking greater convenience with spray formats gaining popularity over other cleaners. Current value…

Overall surface care recorded a moderate decline in volume sales terms in 2023, driven by volume falls seen in all product areas apart from kitchen cleaners, and descalers. As a result of rising unit prices, all surface care subcategories recorded…

Retail value growth was double-digit in 2023, with retail value driven by rising price points. With the high inflation rate impacting consumer purchasing power, there was a growing trend towards value-driven surface care solutions in 2023. Consumers…

While the COVID-19 pandemic stimulated surface care demand, with more consumption opportunities, a level of maturity and high inflation slowed down the category performance towards the end of the review period. In addition, consumers went out more…

With price hikes resulting in strong retail value growth, volume sales were challenged in 2023, leading to a retail volume decline in surface. Serbians focused on affordability and necessities, leading many to switch to cheaper brands or migrate to…

Sales in surface care are managing to see small positive volume sales, as well as value sales which are supported by the price hikes which are affecting home care overall. Overall, consumers are seeking affordable products which offer good…

Surface care is witnessing increased value, notably in the window/glass cleaners product area. Post-pandemic health and hygiene awareness are significant drivers, with consumers prioritising cleanliness. The convenience trend further propels…