Household Care in Singapore
Euromonitor International's Household Care in Singapore 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: 84 | Publication date: Jul 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
Household care saw better performance in 2006
Household care posted better current value growth in 2006, as a result of the improving economy in Singapore. As consumers became affluent, they were more willing to spend on household care products with added benefits to ease the load when doing household chores. As household care approached saturation for Singapore, only a few sectors posted stronger value growth in 2006. Laundry care performed better with the various new products being launched as well as consumers switching to higher-value products such as concentrated liquid detergents.
Convenience strikes various sectors
As more women enter the workforce and consumers lead an increasingly hectic lifestyle, they are less able to spend time on household chores. This sparked off a strong need for products that are convenient, whether in terms of use, storage or disposal, so that consumers can save time spent on household chores and gain time for an improved lifestyle. Manufacturers therefore launched a series of combination products, especially in the laundry and surface care sectors, such as Kao Attack 2-in-1 concentrated liquid detergent and softener, Topload Spin 2-in-1 powder detergent plus fabric softener and Mr Muscle multi-purpose cleaner.
Multinational players remained strong
Multinational players remained dominant in household care with different companies maintaining their strong footholds in individual sectors. Reckitt Benckiser Singapore Pte Ltd remained the leader for household care in 2006, mainly due to its strong performance in toilet care. Following Procter & Gamble (Singapore) Pte Ltd’s acquisition of four key laundry brands from Colgate-Palmolive Eastern Pte Ltd, the company rose to be the third largest player for household care, as a result of the strong performance of these four brands.
Rise of private label products with more hypermarkets
The 2006 opening of Giant at Vivocity, and Fairprice hypermarket at Ang Mo Kio, livened up the retail scene in Singapore. As retailers grew in prominence private label increased in household care and retailers aimed to use their wide distribution networks to reach out to more consumers. Competing on a low price point and just offering basic product functions, private label products still did not account as the top brand for certain sectors like laundry care where consumers were more particular about product offerings.
Household care performance expected to be mixed
Increasingly hectic consumer lifestyles mean they are less willing to spend time on household chores. With this, sectors like polishes and specific types of surface care cleaners are likely to suffer over the forecast period as consumers look for multi-purpose products that can help them clean all types of surfaces at the same time. Apart from this, as consumers get more affluent, they are also more willing to pay for convenient products at a reasonable price which can help them to save time in performing household cleaning activities.
Table of contents
HOUSEHOLD CARE IN SINGAPORE : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care saw better performance in 2006
Convenience strikes various sectors
Multinational players remained strong
Rise of private label products with more hypermarkets
Household care performance expected to be mixed
KEY TRENDS AND DEVELOPMENTS
Antibacterial function rising in importance
Environmentally-friendly products on the rise
More offerings from private label products
More wholesome cleaning experience for affluent consumers
Busy consumers demand more aspects of convenience
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - SINGAPORE
DAIRY FARM INTERNATIONAL HOLDINGS LTD - HOUSEHOLD CARE - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Dairy Farm International Holdings Ltd: Key Facts
Summary 2 Dairy Farm International Holdings Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
LAM SOON (S) PTE LTD - HOUSEHOLD CARE - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Lam Soon Singapore Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Lam Soon Singapore Pte Ltd: Competitive Position 2006
NTUC FAIRPRICE CO-OPERATIVE LTD - HOUSEHOLD CARE - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 NTUC Fairprice Co-operative Ltd: Key Facts
Summary 6 NTUC Fairprice Co-operative Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
UNIVERSAL INTEGRATED CORP CONSUMER PRODUCTS PTE LTD - HOUSEHOLD CARE - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Universal Integrated Corp Consumer Products Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Universal Integrated Corp Consumer Products Pte Ltd: Competitive Position 2006
UNZA (S) PTE LTD - HOUSEHOLD CARE - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Unza (S) Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Unza (S) Pte Ltd: Competitive Position 2006
LAUNDRY CARE IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach Company Shares 2002-2006
Table 47 Chlorine Bleach Brand Shares 2003-2006
Table 48 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 52 Toilet Care Products Company Shares 2002-2006
Table 53 Toilet Care Products Brand Shares 2003-2006
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2001-2006
Table 57 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 58 Polishes Company Shares 2002-2006
Table 59 Polishes Brand Shares 2003-2006
Table 60 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2001-2006
Table 63 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 64 Leading Fragrances for Air Care 2006
Table 65 Air Care Company Shares 2002-2006
Table 66 Air Care Brand Shares 2003-2006
Table 67 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2001-2006
Table 70 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 71 Insecticides Company Shares 2002-2006
Table 72 Insecticides Brand Shares 2003-2006
Table 73 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 74 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011