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: 80 | 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
Household care shows positive performance
Household care products experienced a moderate advance in 2007, when its growth outperformed the constant value CAGR for the review period. The main reason for this was a generally positive economic climate, which meant that consumers were willing to spend more for quality products. They were also increasingly interested in trying new launches, and manufacturers responded by introducing a variety of new products, especially in surface care.
Interest in more specialised products grows
As consumers showed a willingness to increase their expenditure, they traded up to more specialised value-added products. This was most evident in surface care, where subsectors like floor cleaners and kitchen cleaners showed extremely dynamic growth rates. Meanwhile, sales of products that were more basic like chlorine bleach, which has traditionally been used as a surface cleaner, and multi-purpose cleaners stagnated or declined.
Unilever holds on to lead
As consumers increasingly turned to more value-added products, the multinationals benefited since they tend to lead in innovation. The market leader was Unilever Chile HTC Ltda, with nearly half of all value sales. The company was particularly strong in laundry care and dishwashing products. Meanwhile, domestic companies, which sell mainly economy products, saw their market share suffer, as they did not have the resources to launch as many new products.
Supermarkets/hypermarkets increase their dominance
Supermarkets/hypermarkets are where most sales of household care products take place. Its importance as a distribution channel rose as the major chained supermarkets/hypermarkets continued to expand, giving an increasing number of Chileans easy access to their outlets. Supermarkets/hypermarkets offers a variety of advantages when compared to independent small grocers. The channel has a better product selection and lower prices. In addition, many stores offer credit cards and operate loyalty programs that offer benefits to their participants.
Slowing growth will lead to constant innovation
Growth is forecast to slow in the forecast period, as products such as hand dishwashing detergents and laundry detergents are already extremely mature, since they are purchased by nearly all households. In order to attain value growth in the face of this challenging environment, manufacturers should focus on offering products with value-added features, which consumers feel are worth a premium. Launches should be focused on less-developed sectors like air care and toilet care.
Table of contents
HOUSEHOLD CARE IN CHILE : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care shows positive performance
Interest in more specialised products grows
Unilever holds on to lead
Supermarkets/hypermarkets increase their dominance
Slowing growth will lead to constant innovation
KEY TRENDS AND DEVELOPMENTS
Parents increase spending on their children, leading to launches in household care
Chileans turning to more specialized products
Multinationals continue dominating
Natural products starting to enter market
Supermarkets/hypermarkets continues to capture more sales
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 - CHILE
CíA MANUFACTURERA DE ACONCAGUA - HOUSEHOLD CARE - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Cía Manufacturera de Aconcagua: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Cía Manufacturera de Aconcagua: Competitive Position 2007
COMERCIAL FH ENGEL SA - HOUSEHOLD CARE - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Comercial FH Engel SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Comercial FH Engel SA: Competitive Position 2007
DIFEM PHARMA SA - HOUSEHOLD CARE - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Difem Pharma SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Difem Pharma SA: Competitive Position 2007
LABORATORIO BALLERINA LTDA - HOUSEHOLD CARE - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Laboratorio Ballerina Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Laboratorio Ballerina Ltda: Competitive Position 2007
LAUNDRY CARE IN CHILE
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 CHILE
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 CHILE
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 Surface Care Company Shares 2003-2007
Table 37 Surface Care Brand Shares 2004-2007
Table 38 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Chlorine Bleach: Value 2002-2007
Table 41 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 42 Chlorine Bleach Company Shares 2003-2007
Table 43 Chlorine Bleach Brand Shares 2004-2007
Table 44 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 48 Toilet Care Products Company Shares 2003-2007
Table 49 Toilet Care Products Brand Shares 2004-2007
Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Polishes by Subsector: Value 2002-2007
Table 53 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 54 Polishes Company Shares 2003-2007
Table 55 Polishes Brand Shares 2004-2007
Table 56 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Air Care by Subsector: Value 2002-2007
Table 59 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 60 Air Care Fragrances Rankings by Value 2006-2007
Table 61 Air Care Company Shares 2003-2007
Table 62 Air Care Brand Shares 2004-2007
Table 63 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 64 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Insecticides by Subsector: Value 2002-2007
Table 66 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 67 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 68 Insecticides Company Shares 2003-2007
Table 69 Insecticides Brand Shares 2004-2007
Table 70 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 71 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012