Household Care in Australia
Euromonitor International's Household Care in Australia 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: 89 | Publication date: Jul 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
Household care sales boosted by innovative products
Household care sales in Australia grew by nearly 4% in current value terms in 2006, mainly driven by innovative new product launches. Air care, insecticides, surface care and laundry care saw several new product launches in 2006. Increasingly across air care are emerging products that can create total ambience and destroy the sources of odours rather than just mask them. Similarly with insecticides, there is increasing evidence of products designed to destroy the source of infestation and provide barrier protection rather than just deal with the present and visible invaders.
Drought impacts household cleaning
Australia is in the grip of one of the deepest and longest droughts ever recorded. Across the country, people are looking to reduce water consumption and recycle water at every opportunity. Recycling usually involves collecting grey water for use on gardens. The principle sources of grey water recycling are showers and washing machines. Products claiming greater environmental and botanical friendliness are consequently in increasing demand.
Multinationals dominate
Household care remained dominated by multinationals in 2006. Reckitt Benckiser (Australia) Pty Ltd continued to lead in household care, follow by Colgate-Palmolive Pty Ltd then SC Johnson & Son Pty Ltd in 2006. Reckitt Benckiser’s value share of household care has increased in 2006 due to several new product launches and advertising. These multinationals also face strong competition from private label, which increased its value share in household care. The introduction of premium private label in 2006 and the allocation of more shelf space boosted private labels’ sales in that year.
Supermarkets/hypermarkets channel dominates
Supermarkets/hypermarkets dominate the distribution of household care in Australia despite the strong competition from discounters such as Aldi, Kmart and Big W. The value share of supermarkets/hypermarkets of household care has increased in 2006 as a result of the rapid expansion of Coles and Woolworths. Coles Group Ltd and Woolworths Ltd have continuously opened more Coles and Woolworths supermarkets in Australia over the review period. On the other hand, other smaller supermarkets such as IGA and Foodworks also expanded in Australia through opening more outlets.
Innovation to drive strong growth across household care
With a constant value compound annual growth rate (CAGR) of 2% over the forecast period, household care will remain a highly attractive market. However, changing consumer attitudes, expectations, lifestyles and demographics will challenge manufacturers to meet changing consumer requirements. One such changing requirement is a more responsible approach to environmental sustainability. Harsh and harmful chemicals are becoming increasingly less acceptable to consumers, and strong growth, albeit embryonic, is being seen amongst more environmentally-friendly products in both laundry care and surface care. In a similar vain, consumers are increasingly favouring products that offer complete solutions, especially in air care and insecticides, and multipurpose functionality across household care.
Table of contents
HOUSEHOLD CARE IN AUSTRALIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care sales boosted by innovative products
Drought impacts household cleaning
Multinationals dominate
Supermarkets/hypermarkets channel dominates
Innovation to drive strong growth across household care
KEY TRENDS AND DEVELOPMENTS
Manufacturers facing tougher demands from consumers
Environmentalism will become increasingly influential
New technology and innovative packaging drive Innovation
Retailers expand premium private label range
Fragrance becomes more important across household are
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 - AUSTRALIA
NATURE'S ORGANICS PTY LTD - HOUSEHOLD CARE - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Nature’s Organics Pty Ltd: Key Facts
Summary 2 Nature’s Organics Pty Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Nature’s Organics Pty Ltd: Competitive Position 2006
OZKLEEN ASIA PACIFIC PTY LTD - HOUSEHOLD CARE - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 OzKleen Asia Pacific Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 5 OzKleen Asia Pacific Pty Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 6 OzKleen Asia Pacific Pty Ltd: Competitive Position 2006
PASCOE'S PTY LTD - HOUSEHOLD CARE - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Pascoe’s Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Pascoe’s Pty Ltd: Competitive Position 2006
PENTAL PRODUCTS PTY LTD - HOUSEHOLD CARE - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Pental Products Pty Ltd: Key Facts
Summary 10 Pental Products Pty Ltd: Operational Indicators 2006
COMPANY BACKGROUND
PRODUCTION
Summary 11 Pental Products Pty Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 Pental Products Pty Ltd: Competitive Position 2006
STERIC PTY LTD - HOUSEHOLD CARE - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Steric Trading Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 14 Steric Trading Pty Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 15 Steric Trading Pty Ltd: Competitive Position 2006
LAUNDRY CARE IN AUSTRALIA
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 AUSTRALIA
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 AUSTRALIA
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 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
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 AUSTRALIA
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 AUSTRALIA
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 AUSTRALIA
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 AUSTRALIA
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 Air Care Fragrances 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 AUSTRALIA
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