Household Care in Spain
Euromonitor International's Household Care in Spain 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: 102 | Publication date: Aug 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
Growth continues into 2007
Value sales of household care products maintained healthy growth in 2007 in current value terms, propelled in part by continued investment in product innovation featuring value-added features. Manufacturers engaged in this strategy in order to differentiate their products in a market increasingly characterised by commoditisation which also held back the advance of private label products.
Space-saving features boost sales of multifunctional products
Multifunctional products, encompassing products such as Cillit Bang, Flash and Tenn have become popular as they offer the consumer many features over and above their effective cleaning ability. All-in-one products are able to save consumers time as they can be used all over the house, and provide cost savings since they are only buying one product instead of many. In addition, multifunctional products are also popular among consumers who live in small apartments as they save valuable space.
Credit crunch boosts private label products
Value sales of private label increased in 2007, but showed a significant downturn in the growth rate compared to the earlier part of the review period. Manufacturers have responded to the growth of private label by investing in product development, especially multifunctional products and those with value-added benefits and ingredients.
Discounters gain ground
As Spanish consumers begin to feel the effects of the global credit crunch crisis, many are looking at ways in which to save money from their weekly shops. Household care is particularly suffering because of the economic squeeze. Consumers are having to prioritise their spending and focusing their disposable income on other things such as socialising rather than cleaning products. Discounters have therefore faired well due to their reasonable prices and value products and have gained ground in 2007.
Mixed expectations
Household care in Spain is expected to exhibit an uneven performance over the forecast period to 2012. Dishwashing products, particularly automatic dishwashing detergents, are expected to record healthy growth over the forecast period, due to the increasing penetration of automatic dishwashers in Spanish homes. Similarly, air fresheners are expected to post positive growth as Spaniards become increasingly house-proud. Conversely, insecticides, polishes and chlorine bleach are expected to see value sales decline over the forecast period, due in large part to strong competition and price pressure from private label.
Table of contents
HOUSEHOLD CARE IN SPAIN : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth continues into 2007
Space-saving features boost sales of multifunctional products
Credit crunch boosts private label products
Discounters gain ground
Mixed expectations
KEY TRENDS AND DEVELOPMENTS
As purse strings tighten, private label gains ground
Rise of single person households and less household storage space
Spain left out of Europe's “green revolution”
Busy consumers demand sophisticated products
Increasing sophistication
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 - SPAIN
BOLTON MANITOBA ESPAñA SA - HOUSEHOLD CARE - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bolton Manitoba España SA: Key Facts
Summary 3 Bolton Manitoba España SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Summary Bolton Manitoba España SA: Competitive Position 2007
HENKEL IBéRICA SA - HOUSEHOLD CARE - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Henkel Ibérica SA: Key Facts
Summary 6 Henkel Ibérica SA: Operational Indicators 2003-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Henkel Ibérica SA: Competitive Position 2007
INDUSTRIAS MARCA SA - HOUSEHOLD CARE - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Industrias Marca SA: Key Facts
Summary 9 Industrias Marca SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Industrias Marca SA: Competitive Position 2007
JOHNSON WAX ESPAñOLA SA - HOUSEHOLD CARE - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Johnson Wax Española SL: Key Facts
Summary 12 Johnson Wax Española SL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Johnson Wax Española SL: Competitive Position 2007
PERSAN SA - HOUSEHOLD CARE - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Persan SA: Key Facts
Summary 15 Persan SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Persan SA: Competitive Position 2007
RECKITT BENCKISER ESPAñA SL - HOUSEHOLD CARE - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Reckitt Benckiser España SL: Key Facts
Summary 18 Reckitt Benckiser España SL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Reckitt Benckiser España SL: Competitive Position 2007
SARA LEE/DOUWE EGBERTS ESPAñA SA - HOUSEHOLD CARE - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Sara Lee/Douwe Egberts España SA: Key Facts
Summary 21 Sara Lee/Douwe Egberts España SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 22 Sara Lee/Douwe Egberts España SA: Competitive Position 2007
VILEDA IBéRICA SA - HOUSEHOLD CARE - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 23 Vileda Ibérica SA : Key Facts
Summary 24 Vileda Ibérica SA : Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 25 Summary Vileda Ibérica SA: Competitive Position 2007
LAUNDRY CARE IN SPAIN
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 Biological versus Non-biological Automatic Detergents: % Analysis 2007
Table 17 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 18 Sales of Laundry Aids by Type: Value 2002-2007
Table 19 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 20 Laundry Care Company Shares 2003-2007
Table 21 Laundry Care Brand Shares 2004-2007
Table 22 Laundry Detergents Company Shares 2003-2007
Table 23 Laundry Detergents Brand Shares 2004-2007
Table 24 Laundry Aids Company Shares 2003-2007
Table 25 Laundry Aids Brand Shares 2004-2007
Table 26 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 27 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN SPAIN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 28 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 29 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 30 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 31 Dishwashing Products Company Shares 2003-2007
Table 32 Dishwashing Products Brand Shares 2004-2007
Table 33 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 34 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN SPAIN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Surface Care by Subsector: Value 2002-2007
Table 36 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 37 Sales of Wipes by Type: Value 2002-2007
Table 38 Sales of Wipes by Type: % Value Growth 2002-2007
Table 39 Surface Care Company Shares 2003-2007
Table 40 Surface Care Brand Shares 2004-2007
Table 41 Wipes Company Shares 2003-2007
Table 42 Wipes Brand Shares 2004-2007
Table 43 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 44 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN SPAIN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Chlorine Bleach by type: % value analysis 2005-2007
Table 46 Sales of Chlorine Bleach: Value 2002-2007
Table 47 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 48 Chlorine Bleach Company Shares 2003-2007
Table 49 Chlorine Bleach Brand Shares 2004-2007
Table 50 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 51 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN SPAIN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 53 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 54 Toilet Care Products Company Shares 2003-2007
Table 55 Toilet Care Products Brand Shares 2004-2007
Table 56 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 57 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN SPAIN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Polishes by Subsector: Value 2002-2007
Table 59 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 60 Polishes Company Shares 2003-2007
Table 61 Polishes Brand Shares 2004-2007
Table 62 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 63 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN SPAIN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CANDLES
SECTOR DATA
Table 64 Sales of Air Care by Subsector: Value 2002-2007
Table 65 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 66 Air Care Fragrances Rankings by Value 2006-2007
Table 67 Air Care Company Shares 2003-2007
Table 68 Air Care Brand Shares 2004-2007
Table 69 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 70 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN SPAIN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Insecticides by Subsector: Value 2002-2007
Table 72 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 73 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 74 Insecticides Company Shares 2003-2007
Table 75 Insecticides Brand Shares 2004-2007
Table 76 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 77 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012