Household Care in Canada
Euromonitor International's Household Care in Canada 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: 84 | Publication date: Nov 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
Household care in Canada is largely stable and mature
Canada is a developed country and household care is largely mature, having reached its saturation level. There is not much scope for growth as demand has reached its limit in most of the categories. There are hardly any possibilities for increased consumption as the population growth rate is also not very high. Any growth is primarily a result of increased sales of expensive, value-added products. Strong economic conditions and positive employment trends have resulted in higher disposable incomes for Canadians, and they are increasingly opting for better product formulations leading to greater revenues for companies.
Convenience and power-cleaning products; need of the times
In a time-deprived society, Canadians do not want to spend time doing household chores and are instead choosing better convenience products. They prefer spending that extra money on buying products which help them save time as well as effort. This trend is more visible given a rise in the number of working women, who contribute more to the cleaning process at home. Manufacturers also encourage this trend as sales of these products translate into better margins for them. The power-cleaning products, which promise better and more effective cleaning results with minimal effort, are thus increasingly finding favour among Canadians.
Procter & Gamble, undisputed leader within household care
Procter & Gamble Inc was the leader in household care within Canada during 2007 once again. Through its strategy of brand extension and product innovation, the company was able to improve its value share across most categories. It also ably supports all its products through various advertising and promotional campaigns which help to keep them always in the eye of the consumer. Procter & Gamble has always managed to keep consumer interest alive by introducing newer variants to its prominent brand lines. A prime example of this was the launch of the Pure Essentials range in 2007 across the company’s major brands Tide, Bounce and Downy.
Grocery retailers continue to find favour among Canadians
The grocery retailers, primarily supermarkets/hypermarkets, maintained their winning position in 2007 as well as emerging as the preferred choice among Canadians for their household needs. Big supermarket chains like Loblaws, Food Basics, Sobeys and No Frills continued their expansion strategies and also extended their non-food merchandise in a bid to attract more shoppers. Their competitive pricing was also a point in their favour. Their main competition remained the mass merchandisers like Wal-Mart and Zellers.
Future growth driven by innovative and convenience products
The growth of household care is expected to slow down further over the forecast period, as the market continues to mature. The forecast period is likely to reflect the trends of the review period as the key driver of growth will remain product innovation and development. Manufacturers are expected to continue supporting their value-added multi-action products to increase their revenues and post better growth. Several basic and old-fashioned products are expected to be phased out over the forecast period.
Table of contents
HOUSEHOLD CARE IN CANADA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care in Canada is largely stable and mature
Convenience and power-cleaning products; need of the times
Procter & Gamble, undisputed leader within household care
Grocery retailers continue to find favour among Canadians
Future growth driven by innovative and convenience products
KEY TRENDS AND DEVELOPMENTS
Increased demand for value-added convenience products is the major driver for growth
Green, environment-friendly products: strategy to gain value share
Fragrance: choice of consumers and key to product development
Private label remains relevant in a strong brand environment
Grocery retailers maintain their winning position
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 - CANADA
GROUPE LAVO INC - HOUSEHOLD CARE - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Groupe Lavo Inc: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Groupe Lavo Inc: Competitive Position 2007
KIK CUSTOM PRODUCTS - HOUSEHOLD CARE - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 KIK Custom Products: Key Facts
Summary 5 KIK Custom Products: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
LORD & PARTNERS LTD - HOUSEHOLD CARE - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Lord and Partners Ltd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
VIP SOAP PRODUCTS LTD - HOUSEHOLD CARE - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 VIP Soap Products Ltd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
WINNING BRANDS CORP - HOUSEHOLD CARE - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Winning Brands Corporation: Key Facts
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
LAUNDRY CARE IN CANADA
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 CANADA
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 CANADA
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 CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Chlorine Bleach by Type: % Value Analysis 2005-2007
Table 45 Sales of Chlorine Bleach: Value 2002-2007
Table 46 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 47 Chlorine Bleach Company Shares 2003-2007
Table 48 Chlorine Bleach Brand Shares 2004-2007
Table 49 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 53 Toilet Care Products Company Shares 2003-2007
Table 54 Toilet Care Products Brand Shares 2004-2007
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2002-2007
Table 58 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 59 Polishes Company Shares 2003-2007
Table 60 Polishes Brand Shares 2004-2007
Table 61 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2002-2007
Table 64 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 65 Air Care Fragrances Rankings by Value 2006-2007
Table 66 Air Care Company Shares 2003-2007
Table 67 Air Care Brand Shares 2004-2007
Table 68 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2002-2007
Table 71 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 72 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 73 Insecticides Company Shares 2003-2007
Table 74 Insecticides Brand Shares 2004-2007
Table 75 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 76 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012