Household Care in Chile
Euromonitor International's Household Care in Chile 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: 76 | Publication date: Dec 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 pick up in 2006
After a lacklustre performance in 2005, household care sales picked up in 2006. Relatively strong value growth was the result of consumers increasing their expenditure on categories like air care and laundry care. A rapid rate of new product development, which encouraged consumers to try products that promised improved performance, was another important factor behind growth that year.
Air care gives a dynamic performance
Air care showed the fastest value growth in 2006. It benefited from increased discretionary income, which consumers used to increase purchases of non-essential items. The sector also saw the launch of quite a few innovative products that year. For example, Reckitt Benckiser Chile SA introduced Air Wick Freshmatic, a spray that emits a fragrance at time intervals determined by the consumer. SC Johnson & Son Chile Ltda rolled out Glade Glass Scents, a decorative glass holder that contains a gel air freshener.
Prices of most products increase
The positive economic situation in Chile in 2006 put upward pressure on prices, as economic growth led to inflation. Fuel costs, in particular, had an impact since they made producing and transporting products more costly. However, another reason for price growth was the product mix. Chileans increased their purchases of products that offered better performance, such as concentrated dishwashing liquids, which had a higher unit price than more basic formulations.
Unilever maintains its lead
By far the largest company in household care in Chile is Unilever Chile HPC Ltda. Its strength lies in laundry care and dishwashing products – two of the larger categories of household care. One reason for its success is that it offers a variety of products at different price points, in order to appeal to a wide range of consumers. For example, in powder detergents it offers brands such as Rinso, an economy product, Omo, which is mid-priced, and Drive, which has a premium positioning and which comes in several types to meet different needs. Many of its brands have a longstanding presence on the market, to the point of being household names. For example, many Chileans refer to dishwashing liquid as Quix.
Maturity hinders future growth
Household care will enjoy positive value growth over the forecast period. However, some of the larger categories like hand dishwashing and laundry detergents are extremely mature with penetration rates of close to 100%. This factor combined with slow population growth will make it difficult to attain significant volume growth, but value sales can still make some advances with the introduction of more expensive products that offer improved performance. Polishes will also weigh heavily on the market as it is forecast to decline. Smaller categories like air care, toilet care products and insecticides will exhibit moderate to rapid growth to offset the slow growth and decline in the aforementioned categories.
Table of contents
HOUSEHOLD CARE IN CHILE : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care sales pick up in 2006
Air care gives a dynamic performance
Prices of most products increase
Unilever maintains its lead
Maturity hinders future growth
KEY TRENDS AND DEVELOPMENTS
Increase in working women has consumers looking for convenience
Multinationals likely to continue to increase share
With brand loyalty on the decline, manufacturers step up promotional activities
Following its decline, private label may enjoy a resurgence
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 - CHILE
CíA MANUFACTURERA DE ACONCAGUA - HOUSEHOLD CARE - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Cía Manufacturera de Aconcagua: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 2 Cía Manufacturera de Aconcagua: Competitive Position 2006
DIFEM PHARMA SA - HOUSEHOLD CARE - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Difem Pharma SA: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Difem Pharma SA: Competitive Position 2006
FH ENGEL SA - HOUSEHOLD CARE - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 FH Engel SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
LABORATORIO BALLERINA LTDA - HOUSEHOLD CARE - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Laboratorio Ballerina Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Laboratorio Ballerina Ltda: Competitive Position 2006
LAUNDRY CARE IN CHILE
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 CHILE
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 CHILE
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 Surface Care Company Shares 2002-2006
Table 37 Surface Care Brand Shares 2003-2006
Table 38 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Chlorine Bleach: Value 2001-2006
Table 41 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 42 Chlorine Bleach Company Shares 2002-2006
Table 43 Chlorine Bleach Brand Shares 2003-2006
Table 44 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 48 Toilet Care Products Company Shares 2002-2006
Table 49 Toilet Care Products Brand Shares 2003-2006
Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Polishes by Subsector: Value 2001-2006
Table 53 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 54 Polishes Company Shares 2002-2006
Table 55 Polishes Brand Shares 2003-2006
Table 56 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Air Care by Subsector: Value 2001-2006
Table 59 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 60 Air Care Company Shares 2002-2006
Table 61 Air Care Brand Shares 2003-2006
Table 62 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 63 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 64 Sales of Insecticides by Subsector: Value 2001-2006
Table 65 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 66 Insecticides Company Shares 2002-2006
Table 67 Insecticides Brand Shares 2003-2006
Table 68 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 69 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011