Household Care in Poland
Euromonitor International's Household Care in Poland 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: 89 | Publication date: Jun 2009
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
Consumers add more household care products to their shopping baskets
Retail value sales grew faster in 2008 compared to the review period CAGR. The increased number of new households contributed to the rise in expenditure on furniture, domestic electrical appliances and other home furnishing and decoration items. This positive trend was driven by the growth in the housing market which continued until the final quarter of 2008. Only in the last months of 2008 did the housing market experience a downturn due to tightening credit conditions and a decline in the number of mortgages granted.
Poles put more emphasis on interiors and cleanliness
According to manufacturers, Poles are becoming more conscious about cleanliness and therefore they are spending more on household care products. The issue of hygienic in the home has been become increasingly important. Poles are showing a rising tendency of fitting their homes with better quality equipment, furniture and floors, kitchen countertops and bathroom taps. They are also using a higher volume of household care products in order to maintain the condition of different surfaces and home interior in general.
Multinational companies dominate in Poland
Multinationals dominated household care in Poland in 2008. Procter & Gamble Polska Sp zoo, Henkel Polska Sp zoo, Reckitt Benckiser Poland SA, SC Johnson Sp zoo, PZ Cussons Polska SA and Unilever Polska SA occupy the leading positions in household care. The dominance of multinationals is related to their high marketing budgets allocated to TV, press and magazine, internet, and outdoor advertising as well as promotions in retail outlets. Domestic companies operate on a much smaller scale thus they have much lower promotional budgets at their disposal. Smaller companies tend to focus on smaller and niche categories, competing through lower prices or by allocating greater production capacity to private label.
Supermarkets/hypermarkets and discounters grow in importance
Supermarkets/hypermarkets and discounters are the main distribution formats for household care products in Poland. Furthermore, their retail value shares grew consistently over the review period. Discounters in particular developed at a fast pace. New Kaufland and Biedronka (Jeronimo Martins) outlets were opened on housing estates in major cities and in small towns. Lidl was also very active in opening new outlets. The aggressive pricing policy of supermarkets/hypermarkets and discounters contributed to the steady decrease in shares held by independent small grocers and health and beauty retailers.
Retail value growth is predicted
Household care is expected to perform well over the forecast period. It is predicted that the demand for household care will shift towards high-quality branded products which are perceived as more effective. Products which deliver added benefits such as aromatherapy, fragrance or skin-friendly solutions will gain popularity as the demand for sophistication grows. The attitude of Poles to household care is predicted to shift towards more delicate and convenience products, for example surface care products packed in trigger spray bottles.
Table of contents
HOUSEHOLD CARE IN POLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Consumers add more household care products to their shopping baskets
Poles put more emphasis on interiors and cleanliness
Multinational companies dominate in Poland
Supermarkets/hypermarkets and discounters grow in importance
Retail value growth is predicted
KEY TRENDS AND DEVELOPMENTS
Polish consumers are becoming more sophisticated
The share of urban households is rising
Multinationals dominate household care in Poland
Private label has bright prospects in Poland
Packaging and added-value benefits prove more attractive
“Green” products lose out to standard offerings
MARKET INDICATORS
Table 1 Households 2003-2008
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2003-2008
Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008
Table 4 Household Care Company Shares 2004-2008
Table 5 Household Care Brand Shares 2005-2008
Table 6 Penetration of Private Label by Sector 2003-2008
Table 7 Sales of Household Care by Distribution Format: % Analysis 2003-2008
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2008
Table 9 Forecast Sales of Household Care by Sector: Value 2008-2013
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - POLAND
AVANTI POLSKA SP ZOO - HOUSEHOLD CARE - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Avanti Polska Sp zoo: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Avanti Polska Sp zoo: Competitive Position 2008
GLOBAL GROUP SP ZOO - HOUSEHOLD CARE - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Global Group Sp zoo: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Global Group Sp zoo: Competitive Position 2008
GOLD DROP SP ZOO - HOUSEHOLD CARE - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Gold Drop Sp zoo: Key Facts
Summary 7 Gold Drop Sp zoo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Gold Drop Sp zoo: Competitive Position 2008
INCO-VERITAS SA - HOUSEHOLD CARE - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Inco-Veritas SA: Key Facts
Summary 10 Inco-Veritas SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Inco-Veritas SA: Competitive Position 2008
LIBELLA SP ZOO - HOUSEHOLD CARE - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Libella Sp zoo: Key Facts
Summary 13 Libella Sp zoo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Libella Sp zoo: Competitive Position 2008
LAUNDRY CARE IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2003-2008
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2003-2008
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2003-2008
Table 14 Sales of Laundry Detergents by Type: Value 2003-2008
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2003-2008
Table 16 Sales of Laundry Aids by Type: Value 2003-2008
Table 17 Sales of Laundry Aids by Type: % Value Growth 2003-2008
Table 18 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2008
Table 19 Laundry Care Company Shares 2004-2008
Table 20 Laundry Care Brand Shares 2005-2008
Table 21 Laundry Detergents Company Shares 2004-2008
Table 22 Laundry Detergents Brand Shares 2005-2008
Table 23 Laundry Aids Company Shares 2004-2008
Table 24 Laundry Aids Brand Shares 2005-2008
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2008-2013
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013
DISHWASHING PRODUCTS IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Sales of Dishwashing Products by Subsector: Value 2003-2008
Table 28 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008
Table 29 Dishwashing Products Company Shares 2004-2008
Table 30 Dishwashing Products Brand Shares 2005-2008
Table 31 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013
Table 32 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013
SURFACE CARE IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Surface Care by Subsector: Value 2003-2008
Table 34 Sales of Surface Care by Subsector: % Value Growth 2003-2008
Table 35 Sales of Household Care Wipes and Floor Cleaning Systems by Type: Value 2003-2008
Table 36 Sales of Household Care Wipes and Floor Cleaning Systems by Type: % Value Growth 2003-2008
Table 37 Surface Care Company Shares 2004-2008
Table 38 Surface Care Brand Shares 2005-2008
Table 39 Household Care Wipes and Floor Cleaning Systems Company Shares 2004-2008
Table 40 Household Care Wipes and Floor Cleaning Systems Brand Shares 2005-2008
Table 41 Forecast Sales of Surface Care by Subsector: Value 2008-2013
Table 42 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013
CHLORINE BLEACH IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Chlorine Bleach by Type: % Value Analysis 2005-2008
Table 44 Sales of Chlorine Bleach: Value 2003-2008
Table 45 Sales of Chlorine Bleach: % Value Growth 2003-2008
Table 46 Chlorine Bleach Company Shares 2004-2008
Table 47 Chlorine Bleach Brand Shares 2005-2008
Table 48 Forecast Sales of Chlorine Bleach: Value 2008-2013
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013
TOILET CARE PRODUCTS IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2003-2008
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008
Table 52 Toilet Care Products Company Shares 2004-2008
Table 53 Toilet Care Products Brand Shares 2005-2008
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013
POLISHES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2003-2008
Table 57 Sales of Polishes by Subsector: % Value Growth 2003-2008
Table 58 Polishes Company Shares 2004-2008
Table 59 Polishes Brand Shares 2005-2008
Table 60 Forecast Sales of Polishes by Subsector: Value 2008-2013
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013
AIR CARE IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2003-2008
Table 63 Sales of Air Care by Subsector: % Value Growth 2003-2008
Table 64 Air Care Fragrances Rankings by Value 2006-2008
Table 65 Air Care Company Shares 2004-2008
Table 66 Air Care Brand Shares 2005-2008
Table 67 Forecast Sales of Air Care by Subsector: Value 2008-2013
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013
INSECTICIDES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2003-2008
Table 70 Sales of Insecticides by Subsector: % Value Growth 2003-2008
Table 71 Spray Insecticides by Type: % Value Breakdown 2006-2008
Table 72 Insecticides Company Shares 2004-2008
Table 73 Insecticides Brand Shares 2005-2008
Table 74 Forecast Sales of Insecticides by Subsector: Value 2008-2013
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013