Household Care in Portugal
Euromonitor International's Household Care in Portugal 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: 87 | 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
Slow growth
Sales of household care products increased by 1% in current value terms in 2007, hindered by a slowdown in growth in the key laundry care category and a decline in value sales of dishwashing products. Competition between both manufacturers and retailers pushed down unit prices for the most popular products, such as powder detergents. Growth in niche and new categories was more impressive, with products such as electric air fresheners, electric insecticides, automatic dishwashing tablets and wipes all significantly outperforming the market as a whole.
Manufacturers are targeting niches with specific needs; for example in laundry care ranges, products are available with characteristics designed for baby care. Other household cleaning products designed for specific needs can be seen, such as refrigerator cleaners and microwave cleaners.
Smaller packages for convenience and conscience
Manufacturers promoted the growth of concentrated products which come in smaller packages for ease of transport and storage. This trend has been mostly requested by consumers, who tend to pay more attention to ergonomic details and the fastest acting products.
Awareness of growing environmental concerns led companies to direct research and development in this direction. Manufacturers are changing production of cleaning agents, and using environmentally-friendly products; also the packaging uses recyclable materials or is biodegradable.
Rising competition for second place
Indústrias Lever Portuguesa Lda continued to dominate sales, accounting for almost a quarter of value sales in the market. However, the fight for second place has become increasingly competitive, with Reckitt Benckiser Portugal Lda, Henkel Ibérica Sucursal Portugal and Procter & Gamble Portugal SA all separated by only one percentage point. Henkel saw the biggest gain in share in 2007, thanks to the success of its Persil brand.
Supermarkets/hypermarkets dominate
Household care products are primarily sold through the supermarkets/hypermarkets channel, which accounted for an 86% share of value sales in 2007. Growth of sales through supermarkets/hypermarkets was at the expense of independent small grocers, which saw its share of sales eroded every year of the review period. The opening of out-of-town shopping centres and an increasing number of shopping malls is changing the face of retailing in Portugal, and favours bigger chained outlets which can afford to move and adapt. The variety of products available in these large retailers is far superior to smaller stores, which are not capable competing.
Future sales slow but steady
Euromonitor International expects slow value growth to characterise the household care market over the forecast period, with sales increasing by a constant value CAGR of 1%. Saturation within key categories such as laundry care, and greater price competition in newer product categories, will combine to keep growth rates low. Increasing sales of private label products will further keep unit prices low, with consumers prepared to trade down from branded products for their basic cleaning needs.
Table of contents
HOUSEHOLD CARE IN PORTUGAL : MARKET INSIGHT
EXECUTIVE SUMMARY
Slow growth
Smaller packages for convenience and conscience
Rising competition for second place
Supermarkets/hypermarkets dominate
Future sales slow but steady
KEY TRENDS AND DEVELOPMENTS
Traditional values resurge
Change in household composition increases demand
More convenient products are launched
Environmental concerns prompt packaging redesign
Distribution changes, as independent small grocers decline
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
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - PORTUGAL
3M PORTUGAL LDA - HOUSEHOLD CARE - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 3M Portuguesa: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 3M Portugal Lda: Competitive Position 2007
F LIMA SA - HOUSEHOLD CARE - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 4 F Lima SA: Key Facts
Summary 5 F Lima SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 F Lima SA: Competitive Position 2007
MANULENA LDA - HOUSEHOLD CARE - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Manulena Lda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Manulena Lda: Competitive Position 2007
PROCASA LDA - HOUSEHOLD CARE - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Procasa Lda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Procasa Lda: Competitive Position 2007
SOVENA SA - HOUSEHOLD CARE - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Sovena SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Sovena SA: Competitive Position 2007
LAUNDRY CARE IN PORTUGAL
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 PORTUGAL
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 PORTUGAL
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 PORTUGAL
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 PORTUGAL
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 PORTUGAL
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 PORTUGAL
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 PORTUGAL
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