Household Care in Denmark
Euromonitor International's Household Care in Denmark 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: 91 | Publication date: Jun 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
Market growth for household care in Denmark
Household care sales in Denmark recorded growth in 2007 to reach retail value sales of DKr2 billion. The household care market recorded retail value growth throughout the review period, and 2007 was no exception to this trend. Nevertheless, there are clear indications that household care in Denmark is reaching maturity, and retail value growth in 2007 was lower than the current value CAGR recorded for the review period as a whole.
Growth in disposable income boosts sales of premium products
Sales in 2007 were driven by increases in disposable income. These increases facilitated the growth in sales of premium positioned niche products, such as eco-friendly and allergy-sensitive products. Disposable income growth and the growth in premium positioned products in turn highlighted the premiumisation trend, which is currently impacting on household care in Denmark.
Multinationals dominate the competitive landscape
Multinationals dominate household care in Denmark. Leading companies on the market include Blumøller A/S, Colgate-Palmolive A/S, Reckitt Benckiser (Scandinavia) A/S, Unilever Danmark A/S and Procter & Gamble Danmark A/S. Blumøller A/S has performed strongly in recent times, driven by its popular laundry care brands Bio-tex and Neutral. The company is currently established as the clear market leader in household care in Denmark. Private label has a strong market position with a share of 19%.
Supermarkets/hypermarkets remains the most important distribution channel
Grocery retailers accounts for the bulk of sales of household care products, with a share of 96%. Discounters increased its market share throughout the review period, but supermarkets/hypermarkets remains the main distribution channel for sales of household care products in Denmark. Non-grocery retailers such as department stores and mixed retailers controlled a share of 4% in 2007. Non-store retailing such as internet sales commanded less than 1% of sales.
Negative value growth forecast
The high levels of market maturity are expected to have a negative impact on sales of household care products in Denmark throughout the forecast period. Consequently, sales are expected to decrease by 1% by 2012 in constant value terms. Compounding the projected negative growth is the expected growth of private label in the coming years. Private label commanded a 19% share of household care sales in 2007, but this share is expected to increase in the forecast period.
Table of contents
HOUSEHOLD CARE IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Market growth for household care in Denmark
Growth in disposable income boosts sales of premium products
Multinationals dominate the competitive landscape
Supermarkets/hypermarkets remains the most important distribution channel
Negative value growth forecast
KEY TRENDS AND DEVELOPMENTS
Growth in disposable income is lowering price-sensitivity
Retailer consolidation
Growth in the number of single households
Dishwasher and washing machine penetration
Strong consumer interest in allergy-sensitive products
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 - DENMARK
BORUP KEMI I/S - HOUSEHOLD CARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Borup Kemi I/S: Key Facts
Summary 3 Borup Kemi I/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Borup Kemi I/S: Competitive Position 2007
DANLIND A/S - HOUSEHOLD CARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Danlind A/S: Key Facts
Summary 6 Danlind A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Danlind A/S: Competitive Position 2007
NORDISK PARFUMERIVAREFABRIK (NOPA) A/S - HOUSEHOLD CARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Nordisk Parfumerivarefabrik A/S: Key Facts
Summary 9 Nordisk Parfumerivarefabrik A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
O KAVLI NORGE AS - HOUSEHOLD CARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 10 O Kavli Norge A/S: Key Facts
Summary 11 O Kavli Norge A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Table 11 O Kavli Norge A/S: Competitive Position 2007
STERLING POLISH CO A/S - HOUSEHOLD CARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Sterling Polish Co A/S: Key Facts
Summary 13 Sterling Polish Co A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Table 12 Sterling Polish Co A/S: Competitive Position 2007
LAUNDRY CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 13 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 14 Sales of Laundry Care by Subsector: Value 2002-2007
Table 15 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 16 Sales of Laundry Detergents by Type: Value 2002-2007
Table 17 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 18 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 19 Sales of Laundry Aids by Type: Value 2002-2007
Table 20 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 21 Laundry Care Company Shares 2003-2007
Table 22 Laundry Care Brand Shares 2004-2007
Table 23 Laundry Detergents Company Shares 2003-2007
Table 24 Laundry Detergents Brand Shares 2004-2007
Table 25 Laundry Aids Company Shares 2003-2007
Table 26 Laundry Aids Brand Shares 2004-2007
Table 27 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 28 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 29 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 30 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 31 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 32 Dishwashing Products Company Shares 2003-2007
Table 33 Dishwashing Products Brand Shares 2004-2007
Table 34 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 35 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Sales of Surface Care by Subsector: Value 2002-2007
Table 37 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 38 Sales of Wipes by Type: Value 2002-2007
Table 39 Sales of Wipes by Type: % Value Growth 2002-2007
Table 40 Surface Care Company Shares 2003-2007
Table 41 Surface Care Brand Shares 2004-2007
Table 42 Wipes Company Shares 2003-2007
Table 43 Wipes Brand Shares 2004-2007
Table 44 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 45 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Chlorine Bleach by Type: % Value Analysis 2005-2007
Table 47 Sales of Chlorine Bleach: Value 2002-2007
Table 48 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 49 Chlorine Bleach Company Shares 2003-2007
Table 50 Chlorine Bleach Brand Shares 2004-2007
Table 51 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 52 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 54 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 55 Toilet Care Products Company Shares 2003-2007
Table 56 Toilet Care Products Brand Shares 2004-2007
Table 57 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 58 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Sales of Polishes by Subsector: Value 2002-2007
Table 60 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 61 Polishes Company Shares 2003-2007
Table 62 Polishes Brand Shares 2004-2007
Table 63 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 64 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Air Care by Subsector: Value 2002-2007
Table 66 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 67 Air Care Fragrances Rankings by Value 2006-2007
Table 68 Air Care Company Shares 2003-2007
Table 69 Air Care Brand Shares 2004-2007
Table 70 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 71 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Sales of Insecticides by Subsector: Value 2002-2007
Table 73 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 74 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 75 Insecticides Company Shares 2003-2007
Table 76 Insecticides Brand Shares 2004-2007
Table 77 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 78 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012