Household Care in Argentina
Euromonitor International's Household Care in Argentina market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 85 | Publication date: Oct 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Obsession with cleanliness drives growth
Household care products achieved yet another year of healthy growth as a consequence of the Argentinean obsession with cleanliness as homes are seen as an extension of one’s own image. As a fragranced room is considered a clean room, air care products and scented products, in general, such as toilet care, chlorine bleach and furniture polish, all benefited from added fragrances to deodorise rooms while cleaning.
Consumers increasingly interested in value-added features
Consumers became more interested in value-added features, such as fragranced products (eg Ayudín scented bleach, Blem Orange furniture polish or Echo wash and wax products) as well as disinfectant features (eg Lysoform in air care and toilet care and Mr Músculo in toilet care). Most consumers wanted to perform three tasks at the same time (cleaning, deodorising and disinfecting), as they were pressed for time.
Increased consolidation due to innovation from multinationals
Global companies, such as Unilever and SC Johnson, increased their share as a consequence of introducing products such as Cif dishwashing, or extending the Lysoform brand into other sectors such as toilet care. High advertising expenditure also helped to cement the positions of multinationals, as consumers preferred premium brands, which they believed to perform better.
Supermarkets and independent food stores dominate distribution channels
Argentinean consumers tend to purchase household care products as part of regular shopping trips for groceries. Supermarkets and independent food stores are comparable in terms of price, so location plays a key role in the decision making process. Given the small differences in prices across outlets, value shares for retail distribution channels were stable in 2005-2006.
Buoyant economy to boost sales growth
As the Argentinean economy is expected to remain buoyant, household care products are expected to continue to achieve significant growth. The best performing sectors are likely to be air care, toilet care and surface care. Products for specific tasks, such as kitchen cleaners, oven cleaners and glass cleaners are all forecast to perform well, as Argentineans find that these products save them time and are more effective than multipurpose products.
Table of contents
HOUSEHOLD CARE IN ARGENTINA : MARKET INSIGHT
EXECUTIVE SUMMARY
Obsession with cleanliness drives growth
Consumers increasingly interested in value-added features
Increased consolidation due to innovation from multinationals
Supermarkets and independent food stores dominate distribution channels
Buoyant economy to boost sales growth
KEY TRENDS AND DEVELOPMENTS
Image awareness triggers the emergence of scented household care products
Government is determined to control the inflation rate
Growth of chained hypermarkets could hurt the profitability of multinationals
Hectic lifestyles boost sales of timesaving products
Single-person households boost sales
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - ARGENTINA
ARQUIM SA - HOUSEHOLD CARE - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Arquim SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 2 Arquim SA: Competitive Position 2006
INDUSTRIAS IBERIA SAIC - HOUSEHOLD CARE - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Industrias Iberia SAIC: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Industrias Iberia SAIC: Competitive Position 2006
LABORATORIOS PROPHOS SA - HOUSEHOLD CARE - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Laboratorios Prophos SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Laboratorios Prophos SA: Competitive Position 2006
VALUE BRAND CO SA, THE - HOUSEHOLD CARE - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 The Value Brand Co SA: Key Facts
Summary 8 The Value Brand Co SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 The Value Brand Co SA: Competitive Position 2006
VILLARD & LOUIS SAIYC - HOUSEHOLD CARE - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Villard & Louis SAIyC: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Villard & Louis SAIyC: Competitive Position 2006
LAUNDRY CARE IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2003-2005
Table 37 Sales of Wipes by Type: % Value Growth 2003-2005
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach Company Shares 2002-2006
Table 47 Chlorine Bleach Brand Shares 2003-2006
Table 48 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 52 Toilet Care Products Company Shares 2002-2006
Table 53 Toilet Care Products Brand Shares 2003-2006
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2001-2006
Table 57 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 58 Polishes Company Shares 2002-2006
Table 59 Polishes Brand Shares 2003-2006
Table 60 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2001-2006
Table 63 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 64 Leading Fragrances for Air Care 2006
Table 65 Air Care Company Shares 2002-2006
Table 66 Air Care Brand Shares 2003-2006
Table 67 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2001-2006
Table 70 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 71 Insecticides Company Shares 2002-2006
Table 72 Insecticides Brand Shares 2003-2006
Table 73 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 74 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011