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: 94 | Publication date: Jan 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
Shopping patterns of women affect the demand for household care products
Women are the main decision makers when it comes to purchasing household care items. Mexican women are becoming more sophisticated in their consumption habits since a large percentage of them entered the workforce and their disposable incomes grew in the last few years. These women seek ready-to-use, convenient and effective household care products. They have less free time, thereby demanding faster solutions to their needs.
To a larger extent the adoption of new household care solutions is closely linked to educational levels and shopping patterns. Traditional women make conservative purchases of strictly necessary items based on good prices. Modern women or trendsetters like to try new products and discover new ways of cleaning. However, most consumers are women who fall between the traditional and trendsetter profiles. They try new products and concepts with selected products only. This last type of consumer is increasing in number and their range of influence, becoming a relatively accurate predictor for the uptake of new product launches in Mexico.
Private label gains market share
Historically, private label tends to benefit from economic downturns; however, it again increased its market share in 2005 despite the stable condition of the local economy. The main reasons for the gains in market penetration are due to their improved quality and clever marketing campaigns that have helped reduce the negative stigma of private label among brand-conscious Mexicans. The major retailers continue to promote their private label products bearing the name of the store, but also began selling household care products under brands specially manufactured for them. This branding strategy derives from the importance of using brand recognition techniques to help build brand loyalty in Mexican household care, which is very competitive. The demand of private label will continue to increase in the upcoming years as these products maintain good price and good quality.
Large versus small presentations
Small presentations are primarily sold in convenience stores and traditional stores, while large-size presentations are found in warehouse clubs like Costco and Sam's Club (Wal-Mart). Consumers from higher-income levels prefer to make monthly purchases of household care products through warehouse clubs and hypermarkets since they usually own a car to carry bulk items home. Customers save money in these clubs as they commonly purchase by volume. On the other hand, lower-income consumers usually buy household care products on a weekly basis as they live “day-to-day" and do not have access to a car to transport large volumes of goods.
More products are designed to target low-income consumers
Low-income consumers are gradually becoming a good source of sales despite the fact that large multinational companies traditionally ignored this segment. Consumption levels are increasing within this segment. For instance, home appliances such as washing machines are increasing their penetration in Mexico due to expanded consumer credit facilities offered by many retailers. Although still mainly concerned with their immediate needs, low-income households have also invested in such large purchases, which represented 6% of Mexico’s total household expense according to government statistics.
Many brands available on store shelves confuse consumers
Single-purpose cleaners like kitchen and bathroom cleaners have already achieved their maximal sales potential among middle- and high-income consumers. These speciality products pushed trendy consumers to shop for novel versions to clean kitchens, toilets and other household surfaces. Presently, the large number of brands available on store shelves confuses consumers who at times do not know what product to buy. Therefore, they usually end up buying established brands or multipurpose cleaners. Product differentiation is very important in household care as Mexicans tend to be loyal to one brand. Small brands tend to face a difficult time entering the Mexican household care market and becoming noticeable to the consumer.
Table of contents
HOUSEHOLD CARE IN MEXICO : MARKET INSIGHT
EXECUTIVE SUMMARY
Shopping patterns of women affect the demand for household care products
Private label gains market share
Large versus small presentations
More products are designed to target low-income consumers
Many brands available on store shelves confuse consumers
KEY TRENDS AND DEVELOPMENTS
Mexican lifestyle moves toward convenience
Mexico continues to show great vitality in household construction
Consumer finance keeps growing at retail stores
Retail distribution continues expanding
MARKET INDICATORS
Table 1 Households 2000-2005
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Penetration of Private Label by Sector 2001- 2004
Table 9 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
DEFINITIONS
LOCAL COMPANY PROFILES - MEXICO
ALEN DEL NORTE SA DE CV - HOUSEHOLD CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Alen del Norte SA de CV: Key Facts
Summary 2 Alen del Norte SA de CV: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 3 Alen del Norte SA de CV: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 4 Alen del Norte SA de CV: Competitive Position 2005
COLGATE-PALMOLIVE DE MéXICO SA DE CV - HOUSEHOLD CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Colgate-Palmolive de México SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Colgate-Palmolive de México SA de CV: Competitive Position 2005
EL OSO SA DE CV - HOUSEHOLD CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 7 El Oso SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 El Oso SA de CV: Competitive Position 2005
FáBRICA DE JABóN LA CORONA SA DE CV - HOUSEHOLD CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Fábrica de Jabón La Corona SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Fábrica de Jabón La Corona SA de CV: Competitive Position 2005
HENKEL MEXICANA SA DE CV - HOUSEHOLD CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Henkel Mexicana SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Henkel Mexicana SA de CV: Competitive Position 2005
INDUSTRIAS H24 SA DE CV - HOUSEHOLD CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Industrias H24 SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Industrias H24 SA de CV: Competitive Position 2005
PROCTER & GAMBLE DE MéXICO SA DE CV - HOUSEHOLD CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Procter & Gamble de México SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Procter & Gamble de México SA de CV: Competitive Position 2005
LAUNDRY CARE IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2000-2005
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2000-2005
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 14 Laundry Care Company Shares 2001-2005
Table 15 Laundry Care Brand Shares 2002-2005
Table 16 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 17 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 18 Sales of Laundry Detergents by Type: Value 2000-2005
Table 19 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 20 Laundry Detergents Company Shares 2001-2005
Table 21 Laundry Detergents Brand Shares 2002-2005
Table 22 Sales of Biological versus Non-biological Automatic Detergents: % Analysis 2005
Table 23 Sales of Fabric Softeners by Type: Value 2000-2005
Table 24 Sales of Fabric Softeners by Type: % Value Growth 2000-2005
Table 25 Fabric Softeners Brand Shares 2002-2005
Table 26 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2005
Table 27 Sales of Laundry Aids by Type: Value 2000-2005
Table 28 Sales of Laundry Aids by Type: % Value Growth 2000-2005
Table 29 Laundry Aids Company Shares 2001-2005
Table 30 Laundry Aids Brand Shares 2002-2005
Table 31 Fabric Fresheners Brand Shares 2002-2005
DISHWASHING PRODUCTS IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 32 Household Penetration of Dishwashers 2000-2005
SECTOR DATA
Table 33 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 34 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 35 Dishwashing Products Company Shares 2001-2005
Table 36 Dishwashing Products Brand Shares 2002-2005
Table 37 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 38 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Sales of Surface Care by Subsector: Value 2000-2005
Table 40 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 41 Surface Care Company Shares 2001-2005
Table 42 Surface Care Brand Shares 2002-2005
Table 43 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 44 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
Table 45 Sales of Wipes by Type: Value 2000-2005
Table 46 Sales of Wipes by Type: % Value Growth 2000-2005
Table 47 Wipes Company Shares 2001-2005
Table 48 Wipes Brand Shares 2002-2005
CHLORINE BLEACH IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Sales of Chlorine Bleach: Value 2000-2005
Table 50 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 51 Chlorine Bleach Company Shares 2001-2005
Table 52 Chlorine Bleach Brand Shares 2002-2005
Table 53 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 54 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 56 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 57 Toilet Care Products Company Shares 2001-2005
Table 58 Toilet Care Products Brand Shares 2002-2005
Table 59 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 60 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
POLISHES IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 61 Sales of Polishes by Subsector: Value 2000-2005
Table 62 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 63 Polishes Company Shares 2001-2005
Table 64 Polishes Brand Shares 2002-2005
Table 65 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 66 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 67 Sales of Air Care by Subsector: Value 2000-2005
Table 68 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 69 Air Care Company Shares 2001-2005
Table 70 Air Care Brand Shares 2002-2005
Table 71 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 72 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Sales of Insecticides by Subsector: Value 2000-2005
Table 74 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 75 Insecticides Company Shares 2001-2005
Table 76 Insecticides Brand Shares 2002-2005
Table 77 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 78 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010