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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.
Tables: 89 | Publication date: Oct 2008
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
Strong economy drives growth of premium products
Household care achieved current value growth of 2% in 2007. This compared with the current value CAGR of 3% achieved in the review period. The 2007 result was below the review period CAGR due mainly to a decline in current value sales in laundry care, reflecting changes to product formats and brand switching, to find products better equipped to coping with the drought. All product categories combined, but excluding laundry care, achieved a 2007 current value growth of 4%, reflecting a trend by consumers to place quality and performance ahead of price.
Multi-functionality is in greater demand
Leading manufacturers are increasingly appreciating that there are two major and quite different sets of consumer requirements within surface care, with one set based around problem-solving and the other set being more focused on individual rooms. Whereas surface care cleaners once leant towards individual room cleaning, there is now a strong trend towards meeting the other major requirement, with the increased introduction of multi-purpose cleaners.
Little share movement in a highly competitive environment
Reckitt Benckiser (Australia) Pty Ltd continued to lead the household care market in a very competitive environment. With a 2007 value share of 24%, this company gained strength from its broad representation and portfolio of strong brands. With a value share of 21%, Colgate-Palmolive Pty Ltd occupied second position. Share movements have been relatively minor, indicating the strength of the leading brands. However, in the review period Unilever Australia Ltd saw a decline in its share of nearly three percentage points, due to its disposal several years ago of a number of established non-core brands.
Supermarkets/hypermarkets increases its share, but not through private label
The move over the past two years by Coles Group Ltd and Woolworths Ltd into premium private label products resulted in only a very minor share increase. Innovation, advertising and changing consumer requirements, priorities and lifestyles all worked to keeping manufacturer-owned brands ahead of alternatives. The broader range of products and more convenient single-stop shopping increased the share of distribution of household care products held by supermarkets/hypermarkets.
Laundry care to dampen growth in household care
With most products within the household care market in a highly mature state, the forecast constant value CAGR of 1% reflects this. However, within the overall figure are a wide variety of trends within specific product categories which significantly influence the overall figure. Entering the forecast period with a value share of total household care of 41%, laundry care has a major impact on the total result. By the end of the forecast period this share will have declined to 38%; reflecting both the changes occurring in laundry care and the strong growth across other categories.
Table of contents
HOUSEHOLD CARE IN AUSTRALIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong economy drives growth of premium products
Multi-functionality is in greater demand
Little share movement in a highly competitive environment
Supermarkets/hypermarkets increases its share, but not through private label
Laundry care to dampen growth in household care
KEY TRENDS AND DEVELOPMENTS
Long term legacy of drought
Consumer expectations heightened in the current economic climate
Natural ingredients, the new trend in product innovation
New technology slow to gain consumer adoption
Private label begins to plateau, despite premiumisation
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRALIA
NATURE'S ORGANICS PTY LTD - HOUSEHOLD CARE - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Nature’s Organics Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 Nature’s Organics Pty Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 4 Nature’s Organics Pty Ltd: Competitive Position 2007
OZKLEEN ASIA PACIFIC PTY LTD - HOUSEHOLD CARE - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 OzKleen Asia Pacific Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 6 OzKleen Asia Pacific Pty Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 7 OzKleen Asia Pacific Pty Ltd: Competitive Position 2007
PASCOE'S PTY LTD - HOUSEHOLD CARE - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Pascoe’s Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Pascoe’s Pty Ltd: Competitive Position 2007
PENTAL PRODUCTS PTY LTD - HOUSEHOLD CARE - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Pental Products Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 11 Pental Products Pty Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Pental Products Pty Ltd: Competitive Position 2007
STERIC PTY LTD - HOUSEHOLD CARE - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Steric Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 14 Steric Pty Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
LAUNDRY CARE IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 52 Toilet Care Products Company Shares 2003-2007
Table 53 Toilet Care Products Brand Shares 2004-2007
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2002-2007
Table 57 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 58 Polishes Company Shares 2003-2007
Table 59 Polishes Brand Shares 2004-2007
Table 60 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2002-2007
Table 63 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 64 Air Care Fragrances Rankings by Value 2006-2007
Table 65 Air Care Company Shares 2003-2007
Table 66 Air Care Brand Shares 2004-2007
Table 67 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2002-2007
Table 70 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 71 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 72 Insecticides Company Shares 2003-2007
Table 73 Insecticides Brand Shares 2004-2007
Table 74 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012