Household Care in France

Euromonitor International's Household Care in France 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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• Get insight into trends in market performance
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• 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

Private label sets the pace

Private label household care products have managed to recruit and retain a significant customer base thanks to their efficient “me too” products at a lower, attractive price. This trend continued to undermine average unit price in some sectors. Private label also launched innovative green products for the first time in 2007. This impacted positively sales through supermarkets/hypermarkets, which registered growing value sales despite a slight decrease in share and further challenged big multinational brands which were also very dynamic in terms of innovation.

Innovation stimulates purchase

Established brands continued to introduce a high level of innovation to stimulate purchases and take advantage of the novelty effect. Existing products were given more sophisticated characteristics, offering additional value and more convenience and even pleasure to the task of household care. However, manufacturers faced difficulty in maintaining a high re-purchase rate, such as successful Cillit Bang power cleaners which were significantly reduced in price to maintain volume sales. Innovation was particularly high within the laundry care, dishwashing, air care, surface care and toilet care sectors while smaller sectors or more specialised sectors such as chlorine bleach, polishes and insecticides continued to suffer from a lack of new product development.

Small players challenge dominant multinational companies

In 2007, the competition between established multinationals and new entrants increased further. New entrants played the green card and positioned their environmentally-friendly alternatives as being as efficient as more aggressive competitor products. The Green challengers were mostly present in laundry care, dishwashing and surface care. Their share increased, but slowly due to the lack of money these companies had to invest in marketing support for their brands.

Supermarkets/hypermarkets dominant

Since 1 January 2007, supermarkets/hypermarkets have been allowed to advertise on TV. Many chained supermarkets/hypermarkets decided to promote their institutional image due to restrictions on advertising prices. This new French law authorizing TV advertising combined with the large product range and low priced and new green private label products, allowed supermarkets/hypermarkets to increase its value share slightly in 2007. Accounting for 89% of market value sales, supermarkets/hypermarkets continued to dominate household care in terms of distribution, followed by distant and declining discounters.

Dull outlook

The forecast performance is expected to register mixed performance across sectors and to remain uncertain due to unpredictable consumer attitudes. Manufacturers should introduce further new products both in the premium and the economy segments. Premium and sophisticated launches should allow brands to bring value and enhance the image of established brands, while more standard products at an affordable price are expected to rise in order to compete further with private label products.

Table of contents

HOUSEHOLD CARE IN FRANCE : MARKET INSIGHT

EXECUTIVE SUMMARY

Private label sets the pace

Innovation stimulates purchase

Small players challenge dominant multinational companies

Supermarkets/hypermarkets dominant

Dull outlook

KEY TRENDS AND DEVELOPMENTS

“Super-Convenience” and the Possible Pleasure of Household Care

The Rise of Environmentally-Friendly Products

Private Label Dynamism

France’s Unpredictable Consumers

Competitive Environment and Shortening Product Life Cycles

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 - FRANCE

BOLTON SOLITAIRE SA - HOUSEHOLD CARE - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Bolton Solitaire SA: Key Facts

Summary 3 Bolton Solitaire SA: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 4 Bolton Solitaire SA: Competitive Position 2007

COLGATE-PALMOLIVE FRANCE SA - HOUSEHOLD CARE - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Colgate-Palmolive France SA: Key Facts

Summary 6 Colgate-Palmolive France SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 7 Colgate-Palmolive France SA: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 8 Colgate-Palmolive France SA: Competitive Position 2007

EAU ÉCARLATE SA - HOUSEHOLD CARE - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Eau Écarlate SA: Key Facts

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 10 Eau Écarlate SA: Competitive Position 2007

HENKEL FRANCE SA - HOUSEHOLD CARE - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Henkel France SA: Key Facts

Summary 12 Henkel France SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 13 Henkel France SA: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 14 Henkel France SA: Competitive Position 2007

IBA SA - HOUSEHOLD CARE - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 15 IBA SA: Key Facts

Summary 16 IBA SA: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 17 IBA SA: Competitive Position 2007

NOVAMEX SA - HOUSEHOLD CARE - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 18 Novamex SA: Key Facts

Summary 19 Novamex SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 20 Novamex SA: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 21 Novamex SA: Competitive Position 2007

RECKITT BENCKISER FRANCE SA - HOUSEHOLD CARE - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 22 Reckitt Benckiser France SA: Key Facts

Summary 23 Reckitt Benckiser France SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 24 Reckitt Benckiser France SA: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 25 Reckitt Benckiser France SA: Competitive Position 2007

UNILEVER FRANCE SA - HOUSEHOLD CARE - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 26 Unilever France SA: Key Facts

Summary 27 Unilever France SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 28 Unilever France SA: Competitive Position 2007

WERNER & MERTZ FRANCE SA - HOUSEHOLD CARE - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 29 Werner & Mertz France SA: Key Facts

Summary 30 Werner & Mertz France SA: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 31 Werner & Mertz France SA: Competitive Position 2007

LAUNDRY CARE IN FRANCE

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 Biological versus Non-biological Automatic Detergents: % Analysis 2007

Table 17 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007

Table 18 Sales of Laundry Aids by Type: Value 2002-2007

Table 19 Sales of Laundry Aids by Type: % Value Growth 2002-2007

Table 20 Laundry Care Company Shares 2003-2007

Table 21 Laundry Care Brand Shares 2004-2007

Table 22 Laundry Detergents Company Shares 2003-2007

Table 23 Laundry Detergents Brand Shares 2004-2007

Table 24 Laundry Aids Company Shares 2003-2007

Table 25 Laundry Aids Brand Shares 2004-2007

Table 26 Forecast Sales of Laundry Care by Subsector: Value 2007-2012

Table 27 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012

DISHWASHING PRODUCTS IN FRANCE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 28 Household Penetration of Dishwashers 2002-2007

SECTOR DATA

Table 29 Sales of Dishwashing Products by Subsector: Value 2002-2007

Table 30 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007

Table 31 Dishwashing Products Company Shares 2003-2007

Table 32 Dishwashing Products Brand Shares 2004-2007

Table 33 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012

Table 34 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012

SURFACE CARE IN FRANCE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 35 Sales of Surface Care by Subsector: Value 2002-2007

Table 36 Sales of Surface Care by Subsector: % Value Growth 2002-2007

Table 37 Sales of Wipes by Type: Value 2002-2007

Table 38 Sales of Wipes by Type: % Value Growth 2002-2007

Table 39 Surface Care Company Shares 2003-2007

Table 40 Surface Care Brand Shares 2004-2007

Table 41 Wipes Company Shares 2003-2007

Table 42 Wipes Brand Shares 2004-2007

Table 43 Forecast Sales of Surface Care by Subsector: Value 2007-2012

Table 44 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012

CHLORINE BLEACH IN FRANCE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 45 Chlorine Bleach by Type: % Value Analysis 2005-2007

Table 46 Sales of Chlorine Bleach: Value 2002-2007

Table 47 Sales of Chlorine Bleach: % Value Growth 2002-2007

Table 48 Chlorine Bleach Company Shares 2003-2007

Table 49 Chlorine Bleach Brand Shares 2004-2007

Table 50 Forecast Sales of Chlorine Bleach: Value 2007-2012

Table 51 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012

TOILET CARE PRODUCTS IN FRANCE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 52 Sales of Toilet Care Products by Subsector: Value 2002-2007

Table 53 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007

Table 54 Toilet Care Products Company Shares 2003-2007

Table 55 Toilet Care Products Brand Shares 2004-2007

Table 56 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012

Table 57 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012

POLISHES IN FRANCE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 58 Sales of Polishes by Subsector: Value 2002-2007

Table 59 Sales of Polishes by Subsector: % Value Growth 2002-2007

Table 60 Polishes Company Shares 2003-2007

Table 61 Polishes Brand Shares 2004-2007

Table 62 Forecast Sales of Polishes by Subsector: Value 2007-2012

Table 63 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012

AIR CARE IN FRANCE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CANDLES

SECTOR DATA

Table 64 Sales of Air Care by Subsector: Value 2002-2007

Table 65 Sales of Air Care by Subsector: % Value Growth 2002-2007

Table 66 Air Care Fragrances Rankings by Value 2006-2007

Table 67 Air Care Company Shares 2003-2007

Table 68 Air Care Brand Shares 2004-2007

Table 69 Forecast Sales of Air Care by Subsector: Value 2007-2012

Table 70 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012

INSECTICIDES IN FRANCE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 71 Sales of Insecticides by Subsector: Value 2002-2007

Table 72 Sales of Insecticides by Subsector: % Value Growth 2002-2007

Table 73 Spray Insecticides by Type: %Value Breakdown 2006-2007

Table 74 Insecticides Company Shares 2003-2007

Table 75 Insecticides Brand Shares 2004-2007

Table 76 Forecast Sales of Insecticides by Subsector: Value 2007-2012

Table 77 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012