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: 91 | Publication date: Oct 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
Progress on the back of rising consumer expenditure
Sales of household care products were strong in 2007; growing faster than over the review period. In 2007 the average monthly salary reached PLN2,691, and enjoyed growth of about 9% on the previous year allowing Poles to spend more money on household care products. The rising number of new home being built, especially in the biggest cities, was a contributory factor. Polish consumers also started to shift their purchasing patterns towards higher quality products. Skin friendly solutions also enjoyed growing sales. Manufacturers put emphasis on the education of consumers which translated into sales of more task-specific products.
Multinationals lead
Multinational companies led the household care products market in Poland in 2007. Procter & Gamble, Reckitt Benckiser, Henkel, PZ Cussons, SC Johnson and Unilever enjoy strong positions worldwide, although Poland is one of the few countries where these giants are simultaneously present. This makes it difficult for smaller regional and national players to survive in the market place as they simply do not have access to the financial resources required to invest in the product development and innovation required to compete. The strong position of the multinationals limits the choice of products available to consumers.
Supermarkets developing rapidly
The supermarket/hypermarket channel is being driven forward by the presence of such international players as Tesco. The smaller supermarket format appears to be more favourable with Polish consumers than the larger hypermarkets. Furthermore the relatively low number of large cities in Poland means that suitable locations for the larger format are somewhat limited and the format is quickly approaching saturation point in. Furthermore, supermarkets are better adjusted to meeting the needs of the average Polish consumer. Independent stores are expected to suffer from the expansion of supermarkets, as consumers will appreciate the convenience that shopping in a supermarket brings. Furthermore, due to economies of scale, supermarkets are also able to offer lower prices.
Good prospects ahead
Household care products is predicted to enjoy good progress over the forecast period. The growing purchasing power in line with the diversifying needs of Polish consumers will drive demand for household care solutions. The expected growing need for indulgence will drive an impressive increase in sales of air care products. The growing awareness of Polish consumers will push sales of insecticides. Air care products and insecticides will be the fastest growing categories. In contrast, chlorine bleach will be the biggest loser due to the increasing number of Polish consumers who will opt for more delicate solutions in surface care, toilet care and laundry care which offer similar results to the more abrasive, chlorine bleach.
Table of contents
HOUSEHOLD CARE IN POLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Progress on the back of rising consumer expenditure
Multinationals lead
Supermarkets developing rapidly
Good prospects ahead
KEY TRENDS AND DEVELOPMENTS
Multinationals gain market share
Higher quality in demand
Health-friendly solutions are on demand
Growing retail and warehouse consolidation
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 - POLAND
BARWA SP ZOO - HOUSEHOLD CARE - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Barwa Sp zoo: Key Facts
Summary 3 Barwa Sp zoo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Barwa Sp zoo: Competitive Position 2007
GOLD DROP SP ZOO - HOUSEHOLD CARE - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Gold Drop Sp zoo: Key Facts
Summary 6 Gold Drop Sp zoo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Gold Drop Sp zoo: Competitive Position 2007
INCO-VERITAS SA - HOUSEHOLD CARE - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Inco-Veritas SA: Key Facts
Summary 9 Inco-Veritas SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Inco-Veritas SA: Competitive Position 2007
LAKMA STREFA SP ZOO - HOUSEHOLD CARE - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Lakma Strefa Sp zoo: Key Facts
Summary 12 Lakma Strefa Sp zoo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Lakma Strefa Sp zoo: Competitive Position 2007
NAVO PGD SP ZOO - HOUSEHOLD CARE - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Navo PGD Sp zoo: Key Facts
Summary 15 Navo PGD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Navo PGD: Competitive Position 2007
LAUNDRY CARE IN POLAND
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 Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 52 Toilet Care Products Company Shares 2003-2007
Table 53 Toilet Care Products Brand Shares 2004-2007
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2002-2007
Table 57 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 58 Polishes Company Shares 2003-2007
Table 59 Polishes Brand Shares 2004-2007
Table 60 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2002-2007
Table 63 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 64 Air Care Fragrances Rankings by Value 2006-2007
Table 65 Air Care Company Shares 2003-2007
Table 66 Air Care Brand Shares 2004-2007
Table 67 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2002-2007
Table 70 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 71 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 72 Insecticides Company Shares 2003-2007
Table 73 Insecticides Brand Shares 2004-2007
Table 74 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012