Household Care in Austria
Euromonitor International's Household Care in Austria 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: 90 | Publication date: Aug 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
Good performance for household care in Austria in 2007
Compared with the current value CAGR for the review period, household care saw positive development in 2007. Laundry care managed to overcome its negative trend and to generate additional sales. Dishwashing products also showed a good performance and maintained its increase. The weather-dependant category of insecticides was also successful. Air care and surface care both generated sales through innovations. In contrast, chlorine bleach and polishes showed weak performances.
Both global and domestic players generate sales
International manufacturers led the household care market in 2007. Henkel Austria GmbH showed the best performance in the overall market, leading in laundry care, surface care and toilet care products. In addition, the company celebrated its 100th anniversary. Reckitt Benckiser Austria GmbH also performed well; positioned first in dishwashing products. In air care SC Johnson Austria GmbH held the leading position, and in insecticides the leader was Joh Alex Niernsee KG. Private label held a firm fourth place in nearly all categories, achieving strong sales with Hofer GmbH & Co KG in dishwashing products and toilet care products.
Innovations, convenience and design in the spotlight
Innovative solutions and convenient products drive sales in this market. A trend towards added value as well as product design played an important role in purchasing decisions. This trend was observed in almost all categories within household care. Multifunctional 7-in-1 products showed a strong performance in dishwashing products. Product design was very important in insecticides, air care and toilet care products in particular. Innovations and convenience were two major trends recorded in the household care market over the review period.
Supermarkets/hypermarkets the leading distribution channel
The majority of household care products were distributed through supermarkets/hypermarkets in 2007. This distribution channel was the leader in almost all household care categories. Consumers prefer supermarkets/hypermarkets as they offer the most convenience when it comes to purchasing. They offer a wide product range, favourable prices and a large retail area where consumers can find everything they need. The second leading distribution channel in 2007 was health and beauty retailers, and discounters was positioned third.
Outlook is positive
Sales of household care products will continue to grow over the forecast period. Air care is expected to be a key driver during the forecast period, outperforming the rest of the market. Chlorine bleach looks set to see the poorest performance, in continuation of its performance over the review period.
Table of contents
HOUSEHOLD CARE IN AUSTRIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Good performance for household care in Austria in 2007
Both global and domestic players generate sales
Innovations, convenience and design in the spotlight
Supermarkets/hypermarkets the leading distribution channel
Outlook is positive
KEY TRENDS AND DEVELOPMENTS
The impact of eco-friendly products
Increasing demand for decorative products and pleasant fragrances
Demand for convenience and easy-to-use products
Both multi-functional and specialist products generate sales
Demographic changes influence consumption patterns
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
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRIA
CLARO PRODUCTS GMBH - HOUSEHOLD CARE - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Claro Products GmbH: Key Facts
Summary 3 Claro Products GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Claro Products GmbH: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 5 Claro Products GmbH: Competitive Position 2007
COLLONIL SALZENBRODT & CO KG - HOUSEHOLD CARE - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Collonil Salzenbrodt & Co KG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Collonil Salzenbrodt & Co KG: Competitive Position 2007
ERDAL GMBH - HOUSEHOLD CARE - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Erdal GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Erdal GmbH: Competitive Position 2007
JOH ALEX NIERNSEE KG - HOUSEHOLD CARE - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Joh Alex Niernsee KG: Key Facts
Summary 11 Joh Alex Niernsee KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Joh Alex Niernsee KG: Competitive Position 2007
REWE AUSTRIA AG - HOUSEHOLD CARE - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Rewe Austria AG: Key Facts
Summary 14 Rewe Austria AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Rewe Austria AG: Competitive Position 2007
LAUNDRY CARE IN AUSTRIA
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 AUSTRIA
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 AUSTRIA
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 AUSTRIA
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 AUSTRIA
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 AUSTRIA
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 AUSTRIA
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 AUSTRIA
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