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: 87 | 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
Slow growth despite strong economy
The Danish economy was stronger than ever in 2006 and consumer spending broke all records. The effects of this also spilled into the household care industry which grew at a faster rate in 2006 than in recent years – although still only just above inflation. When it comes to household care products, the Danes remain very price sensitive and generally choose to allocate a smaller proportion of their budgets on household care products.
Intensifying retail competition drives down grocery prices
Developments in retailing have proven increasingly unfavourable to the household care industry as competition between retailers drove down prices. The consumer culture in Denmark is well suited to hard discount chains which have gained larger industry share thereby intensifying the pressure on prices. Manufacturers have had to compete for shelf space in order to have their products distributed. There were an increasing number of branded labels sold at reduced prices through hard discounters in 2006.
Private label sales increase
Sales of private label increased again in 2006 and quite significantly in some ranges. In laundry detergents, a well-known consumer test demonstrated that private label performed better than famous branded products. This had a significant effect on sales, particularly as the concept of private label goes is warmly received among the very price conscious Danes. In comparison to the disposable paper products industry, household care is still relatively under represented by private label and the potential for further growth is therefore quite substantial. Co-modification is therefore a huge concern for suppliers of branded labels.
Consumers demand health and convenience
Danish consumers increasingly demanded products that are convenient and sensitive to their health. In recent years, manufacturers have been especially effective in marketing solutions that can simplify daily cleaning routines, especially in kitchens and bathrooms. The health concern is particularly prominent in relation to laundry detergents and hand dishwashing where consumers prefer products that are sensitive to the skin and good for allergy sufferers. In these ranges the sales of sustainable products have also shown gradual improvement as these are considered the most natural and thus health sensitive. Due to the current health concerns in Denmark, sales of chlorine products have slowed significantly, while consumers have also tended to be sceptical about insecticides.
Air care sales the most dynamic, while dishwashing makes the most gains
Air fresheners proved the most dynamic range in terms of sales in 2006. However, the range is still very small, volatile and reliant on marketing support. Thus, in 2006, value growth was dependent on Reckitt Benckiser’s extensive Fresh-Matic campaign for its new Air Wick electric air fresheners. This range boomed while the remaining air care ranges recorded declining growth rates, as air fresheners in general are far from established in Danish consumer culture. Meanwhile, dishwashing recorded the largest increase in terms of value sales. It benefited from a positive substitution effect as consumers switched from traditional dishwashing powders to the more innovative and value-added dishwashing tablets.
Table of contents
HOUSEHOLD CARE IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Slow growth despite strong economy
Intensifying retail competition drives down grocery prices
Private label sales increase
Consumers demand health and convenience
Air care sales the most dynamic, while dishwashing makes the most gains
KEY TRENDS AND DEVELOPMENTS
Price-consciousness continues to benefit private label
Strong Danish economy
Intensifying retail competition drives down grocery prices
Rising business costs
Danes concerned about their health
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 - DENMARK
BORUP KEMI I/S - HOUSEHOLD CARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Borup Kemi I/S: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 2 Borup Kemi I/S: Competitive Position 2006
DANLIND A/S - HOUSEHOLD CARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Danlind A/S: Key Facts
Summary 4 Lind Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Danlind A/S: Competitive Position 2006
NOPA A/S - HOUSEHOLD CARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Nopa A/S: Key Facts
Summary 7 Nopa A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Nopa A/S: Competitive Position 2006
O KAVLI NORGE AS - HOUSEHOLD CARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 9 O Kavli A/S: Key Facts
Summary 10 Kavli Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Table 11 O Kavli A/S: Competitive Position 2006
STERLING POLISH CO A/S - HOUSEHOLD CARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Sterling Polish Co A/S: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Sterling Polish Co A/S: Competitive Position 2006
LAUNDRY CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 12 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 13 Sales of Laundry Care by Subsector: Value 2001-2006
Table 14 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 15 Sales of Laundry Detergents by Type: Value 2001-2006
Table 16 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 17 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 18 Sales of Laundry Aids by Type: Value 2001-2006
Table 19 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 20 Laundry Care Company Shares 2002-2006
Table 21 Laundry Care Brand Shares 2003-2006
Table 22 Laundry Detergents Company Shares 2002-2006
Table 23 Laundry Detergents Brand Shares 2003-2006
Table 24 Laundry Aids Company Shares 2002-2006
Table 25 Laundry Aids Brand Shares 2003-2006
Table 26 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 27 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 28 Household Penetration of Dishwashers 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 30 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 31 Dishwashing Products Company Shares 2002-2006
Table 32 Dishwashing Products Brand Shares 2003-2006
Table 33 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 34 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Table 35 Sales of Surface Care by Subsector: Value 2001-2006
Table 36 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 37 Sales of Wipes by Type: Value 2001-2006
Table 38 Sales of Wipes by Type: % Value Growth 2001-2006
Table 39 Surface Care Company Shares 2002-2006
Table 40 Surface Care Brand Shares 2003-2006
Table 41 Wipes Company Shares 2002-2006
Table 42 Wipes Brand Shares 2003-2006
Table 43 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 44 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Chlorine Bleach: Value 2001-2006
Table 46 Sales of Chlorine Bleach: % Value Growth 2001-2006
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 DENMARK
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 DENMARK
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 DENMARK
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 Air Care Fragrances 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 DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
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