Household Care in Mexico
Euromonitor International's Household Care in Mexico 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: 97 | Publication date: Nov 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
A Weakened Economy Affects the Household Care Industry
The economic troubles observed in the US are affecting the Mexican economy by slowing down the performance of macroeconomic indicators with a lower GDP and higher inflation rates. As a result, household expenditure is focusing more on basic food and goods, rather than household care products. Furthermore, rising global prices of petroleum derivatives for the production of household care products are also putting pressure on margins in 2007 and early-2008.
Specific-purpose Products Are on the Rise
The pace in daily Mexican lives is speeding up. More young women have taken full-time jobs leaving them less time to devote to cleaning chores. A preference for convenience products that facilitate household care is on the rise. Task-specific cleaners with effective stain-removal claims in laundry and surface care are increasing their presence at dynamic rates.
Multipack and Co-branding Boosts Consumption
An affordable retail unit price is one of the most significant drivers behind purchases of household care products. The strategy followed in 2007 and 2008 by most of the companies is sales of multipack and cross-product combinations. Multipacks are mostly observed in three products. Cross-product promotions may include a cleaning sponge along with a liquid hand dishwasher for example. Another marketing strategy to stimulate consumption is providing additional content for the same price.
Multinationals Increase Their Scope of Distribution
In an effort to serve the largest consumer base of low-income consumers, multinationals are adapting their products in terms of formulation and packaging size to meet the particular demands of consumers shopping at small independent stores. Demand for affordable price and small packaging prevail in this channel. Multinationals are actively working with store owners to secure a good shelf position for their products and to place attractive printed displays highlighting the availability of the products at the entrance of the store. This competitive strategy has become a wake-up call to domestic producers mostly catering to this channel in the past. Now, these players are being forced to develop marketing and distribution strategies to compete against multinationals.
Forecast Performance
Moderate retail value growth is expected over the forecast period, mostly due to the effects of a weak economy in 2008 and the increasing production costs as a result of rising petroleum prices and its derivatives. However, the growth in the number of Mexican households over the forecast period will help sustain and generate future sales of household care products.
Table of contents
HOUSEHOLD CARE IN MEXICO : MARKET INSIGHT
EXECUTIVE SUMMARY
A Weakened Economy Affects the Household Care Industry
Specific-purpose Products Are on the Rise
Multipack and Co-branding Boosts Consumption
Multinationals Increase Their Scope of Distribution
Forecast Performance
KEY TRENDS AND DEVELOPMENTS
Opportunities Within the Economic Deceleration
Eco-green Manufacturers
The Sense of Smell Generates Loyalty and Makes Sales Grow
Convenience in the Cleaning Ritual
The Size of the Mexican Household Is Shrinking
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 - MEXICO
ALEN DEL NORTE SA DE CV - HOUSEHOLD CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Alen del Norte SA de CV: Key Facts
Summary 3 Alen del Norte SA de CV: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 4 Alen del Norte SA de CV: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Alen del Norte SA de CV: Competitive Position 2007
COLGATE-PALMOLIVE DE MéXICO SA DE CV - HOUSEHOLD CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Colgate-Palmolive de México SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Colgate-Palmolive de México SA de CV: Competitive Position 2007
EL OSO SA DE CV - HOUSEHOLD CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 8 El Oso SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 9 El Oso SA de CV: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 10 El Oso SA de CV: Competitive Position 2007
FáBRICA DE JABóN LA CORONA SA DE CV - HOUSEHOLD CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Fábrica de Jabón La Corona SA de CV: Key Facts
Summary 12 Fábrica de Jabón La Corona SA de CV: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 13 Fábrica de Jabón La Corona SA de CV: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Fábrica de Jabón La Corona SA de CV: Competitive Position 2007
HENKEL MEXICANA SA DE CV - HOUSEHOLD CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Henkel Mexicana SA de CV: Key Facts
Summary 16 Henkel Mexicana SA de CV: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 17 Henkel Mexicana SA de CV: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 18 Henkel Mexicana SA de CV: Competitive Position 2007
INDUSTRIAS H24 SA DE CV - HOUSEHOLD CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Industrias H24 SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 20 Industrias H24 SA de CV: Competitive Position 2007
LAUNDRY CARE IN MEXICO
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 MEXICO
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 MEXICO
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 MEXICO
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 MEXICO
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 MEXICO
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 MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
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 MEXICO
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