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: 86 | Publication date: Jun 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
Economic climate enhances household care performance in 2007
Riding on the back of a robust economic climate, employed households delighted in substantial real income growth in 2007. This incrementing purchasing power enabled many consumers to trade up to the entourage of new, improved or premium products available in the household care market. Health and hygiene benefits, product effectiveness and convenience are amongst the top drivers of consumer spending in household care. This willingness and ability to purchase better products propelled the improvement in household care performance in 2007.
Consumer preferences gain sophistication across various sectors
With rising affluence, sophistication revealed itself as an increasingly apparent trait in today’s consumer preferences. Radical changes in consumers’ product choices unveil an incrementing desire towards a more wholesome and self-indulgent way of life. To attain their desired lifestyle and environment, consumers expand beyond their needs to include premium and optional household care products. Especially evident in air care and insecticides, there is this shift towards continuous preventive measures over temporary solutions.
Most Singaporeans trust multinational companies for household care
While domestic Universal Integrated Corp Consumer Products Pte Ltd leads the household care market with its strong performance in laundry care, the rich heritage of brands under multinational companies have earned and sustained most Singaporeans’ trust. Together, the multinational companies share an approximate 73% value share of the overall household care market. Reckitt Benckiser Singapore Pte Ltd maintained the leading multinational company with its leadership in toilet care and air care.
Private label faces stifle
Private label suffers a stifling growth as price sensitivity is predominantly prominent only in products where consumers do not perceive any meaningful differentiation, such as chlorine bleach and glass cleaners. In most subsectors, consumer demand for increased functionalities and benefits largely surpass their need for a low price point. Additionally, although supermarkets/ hypermarkets remain as Singapore’s most popular distribution channels, private label still stands at a disadvantage by not being able to extend its presence to other channels, such as small grocery retailers.
Maturity and stability characterise the expectations of household care
As a mature market, household care is expected to grow at declining rates over the forecast period. However, as consumers will always purchase household care products for their regular housekeeping routines, the household care market will be characterised by steadfast stability. The overall household care market will remain a significant value and volume driver. With relevant and meaningful consumer benefits, product innovations can spark intense growth and expansion.
Table of contents
HOUSEHOLD CARE IN SINGAPORE : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic climate enhances household care performance in 2007
Consumer preferences gain sophistication across various sectors
Most Singaporeans trust multinational companies for household care
Private label faces stifle
Maturity and stability characterise the expectations of household care
KEY TRENDS AND DEVELOPMENTS
Health and hygiene rise in importance
Less time for cleaning fuels demand for convenience and effectiveness
Meaningful product benefits encourage consumer acceptance
Green consumerism fails to take off despite consumers’ willingness
Private label has room for expansion in household care
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 - SINGAPORE
DAIRY FARM INTERNATIONAL HOLDINGS LTD - HOUSEHOLD CARE - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Dairy Farm International Holdings Ltd: Key Facts
Summary 3 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 4 Lam Soon Singapore Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Lam Soon Singapore Pte Ltd: Competitive Position 2007
NTUC FAIRPRICE CO-OPERATIVE LTD - HOUSEHOLD CARE - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 6 NTUC Fairprice Co-operative Pte Ltd: Key Facts
Summary 7 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 8 Universal Integrated Corp Consumer Products Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Universal Integrated Corp Consumer Products Pte Ltd: Competitive Position 2007
UNZA (S) PTE LTD - HOUSEHOLD CARE - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Unza (S) Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Unza (S) Pte Ltd: Competitive Position 2007
LAUNDRY CARE IN SINGAPORE
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 SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
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 SINGAPORE
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 SINGAPORE
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 SINGAPORE
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 SINGAPORE
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 SINGAPORE
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 SINGAPORE
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