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: 83 | 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
The shift to convenient and more effective cleaners grows
Social and demographic trends continue to favour sales of more advanced household care devices and more efficient cleaning formulations, while strong economic and employment trends help to increase consumer spending power. Manufacturers and retailers, seeking higher margins in the mature and developed Canadian household care industry, readily responded by phasing out old-fashioned, cheaper cleaners and by actively supporting more modern, advanced products. As a result, in 2006, household care again produced good current value growth, albeit slower than in 2005, as some novelty products matured.
Whilst innovation is important, marketing and advertising support is crucial
Whilst Canadian store shelves already feature a multitude of household care products and cleaning devices, some manufacturers continued to invest in product development, although the pace of innovation slowed towards the end of the review period. New scents and decorative features, and more efficiency were among the core characteristics of new product development. Many products combined these features, such as Glade Plugins Scented Oil Light Show, to add value. However, considering the abundance of scents available, as well as products that promise efficient cleaning and decorative features, these kinds of innovation will not contribute to long-term growth. It is expected that marketing and advertising support to drive sales will become more important.
Procter & Gamble retains its leadership through innovation and advertising
Whilst the competitive environment for household care in Canada is fairly fragmented, Procter & Gamble Inc increased its overall value share to remain the leading player in 2006. The company has a strong presence across household care and continues to offer new products; for example, brand extensions for Tide laundry detergents. The company also provides continuous strong support for its flagship brands, helping them to stay ahead of competition. The most prominent example is Swiffer, which benefited from in-store promotions and advertising in 2006 to increase its value share in 2006.
Grocery retailers still the preferred outlets for household care needs
Supermarkets/hypermarkets continued to account for the largest share of retail value sales of household care in Canada in 2006. Leading grocery retailers, especially Loblaw’s, Sobeys and Metro, continue to expand the number and size of their outlets to cut costs and to accommodate more non-food items, including household care products. The expansion of general merchandise by grocery retailers is largely caused by the growing concerns about competition from the discounters like Wal-Mart.
Advanced products to stimulate value growth over the forecast period
The trend towards convenience and more advanced product is expected to support moderate value growth in household care in Canada. The increasing maturity of household care in Canada is likely to encourage manufacturers and retailers to continue their support for value-added and higher-priced products and many are likely to phase out old-fashioned basic cleaners. This strategy is encouraged by consumer trends that see more demand for labour- and time-saving products.
Table of contents
HOUSEHOLD CARE IN CANADA : MARKET INSIGHT
EXECUTIVE SUMMARY
The shift to convenient and more effective cleaners grows
Whilst innovation is important, marketing and advertising support is crucial
Procter & Gamble retains its leadership through innovation and advertising
Grocery retailers still the preferred outlets for household care needs
Advanced products to stimulate value growth over the forecast period
KEY TRENDS AND DEVELOPMENTS
The strong economic conditions boost the demand for convenience
Product development is important but innovation strategies are limited
Environmentally-friendly products used as an opportunity to drive sales
Consumers increasingly prefer large grocery retailers
Advertising helps brands gain shares in a competitive environment
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 - CANADA
FRANK T ROSS & SONS LTD - HOUSEHOLD CARE - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Frank T Ross & Sons Ltd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
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 2006
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
KUE INC - HOUSEHOLD CARE - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Kue Inc: Key Facts
Summary 7 Kue Inc: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
LORD & PARTNERS LTD - HOUSEHOLD CARE - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Lord & Partners Ltd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
LAUNDRY CARE IN CANADA
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 CANADA
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 CANADA
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 CANADA
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 by Type: % Value Analysis 2005-2006
Table 47 Chlorine Bleach Company Shares 2002-2006
Table 48 Chlorine Bleach Brand Shares 2003-2006
Table 49 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 53 Toilet Care Products Company Shares 2002-2006
Table 54 Toilet Care Products Brand Shares 2003-2006
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2001-2006
Table 58 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 59 Polishes Company Shares 2002-2006
Table 60 Polishes Brand Shares 2003-2006
Table 61 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2001-2006
Table 64 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 65 Leading Fragrances for Air Care 2006
Table 66 Air Care Company Shares 2002-2006
Table 67 Air Care Brand Shares 2003-2006
Table 68 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2001-2006
Table 71 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 72 Insecticides Company Shares 2002-2006
Table 73 Insecticides Brand Shares 2003-2006
Table 74 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011