Household Care in Sweden
Euromonitor International's Household Care in Sweden 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: 95 | 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
Small Increase in Value Sales of Household Care Products
Sales of household care products in Sweden saw a small increase in current value terms in 2006. This was a clear improvement compared to the previous three years when value sales fell. The growth in 2006 was influenced by a strong economy for most households and by new product launches.
New Trends in Household Care
New product launches is one key to increasing sales in household care. In 2006 the focus was still on convenience and environmentally-friendly products. However, some categories saw an increased focus on packaging design and promotion of lifestyle benefits rather than the actual benefits of the product. The design factor was especially strong in surface care and air care. The designs of spray bottles became more and more futuristic while some air care products, such as gel air fresheners, saw an elegant and modern design that could fit with the interior decor. The design factor even affected toilet care products, for example, a modern Italian design for a rim liquid brand. Air care was also an area where fragrances reflected a special mood or feeling rather than just a traditional fragrance.
Unilever and Procter & Gamble Dominate
The market for household care is a close race between Unilever Sverige and Procter & Gamble Sweden. The dominating position for these two companies comes from leading positions in large sectors like laundry care, dishwashing products and surface care. The two companies were the only ones with double-digit shares in 2006. The domination of multinationals is strong and seven out of the top 10 companies were multinationals. The remaining three are private label products.
Grocery Outlets Dominate Distribution
Supermarkets/hypermarkets represented by far the most important channel of distribution for household care in 2006, with around 70% of value sales. This channel's share is slowly decreasing as discounters and "others" gain ground. The others category includes a number of different types of outlets, (non-food) discount stores, factory outlets and the internet.
Future Growth Likely to be Modest
Euromonitor International predicts sales of household care to increase by less than 2% in constant value terms over the forecast period, which is an improvement compared to the survey period. The strong Swedish economy will continue, at least for the first part of the forecast period and contribute to a continued strong household economy, including higher disposable income. Private label's growth has already slowed down and the pressure on lower prices will be less strong.
The growing economy does much to explain the fastest growth in air care and insecticides. In air care, growth will benefit from current low penetration, whilst more innovative products, for example, in electric air fresheners are expected to increase value sales. In insecticides, price competition will be limited and most importantly there is unlikely to be any competition from private label products. The opposite trend is expected in the significant sectors such as laundry care, where price competition and retailers' private label products will put downward pressure on value sales.
Table of contents
HOUSEHOLD CARE IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Small Increase in Value Sales of Household Care Products
New Trends in Household Care
Unilever and Procter & Gamble Dominate
Grocery Outlets Dominate Distribution
Future Growth Likely to be Modest
KEY TRENDS AND DEVELOPMENTS
Continued Strong Economy
"Green" Trend Continues
Less Time for Cleaning
Eye-catching Design and New Fragrances
Concentrated Retail Sector
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 - SWEDEN
BOSTON SCANDINAVIA AB - HOUSEHOLD CARE - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Boston Scandinavia AB: Key Facts
Summary 2 Boston Scandinavia AB: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
Summary 3 Boston Scandinavia AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Boston Scandinavia AB: Competitive Position 2006
CEDERROTH INTERNATIONAL AB - HOUSEHOLD CARE - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Cederroth International AB: Key Facts
Summary 6 Cederroth International AB: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 7 Cederroth International AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Cederroth International AB: Competitive Position 2006
GUNRY AB - HOUSEHOLD CARE - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Gunry AB: Key Facts
Summary 10 Gunry AB: Operational Indicators 2003-2006
COMPANY BACKGROUND
PRODUCTION
Summary 11 Gunry AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 Gunry AB: Competitive Position 2006
HERDINS FäRGVERK AB - HOUSEHOLD CARE - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Herdins Färgverk AB: Key Facts
Summary 14 Herdins Färgverk AB: Operational Indicators 2003-2006
COMPANY BACKGROUND
PRODUCTION
Summary 15 Herdins Färgverk AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 16 Herdins Färgverk AB: Competitive Position 2006
LILJEHOLMENS STEARINFABRIK AB - HOUSEHOLD CARE - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Liljeholmens Stearinfabrik AB: Key Facts
Summary 18 Liljeholmens Stearinfabrik AB: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
Summary 19 Liljeholmens Stearinfabrik AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 20 Liljeholmens Stearinfabrik AB: Competitive Position 2006
LAUNDRY CARE IN SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
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 by Type: % Value Analysis 2005-2006
Table 47 Chlorine Bleach Company Shares 2002-2006
Table 48 Chlorine Bleach Brand Shares 2003-2006
Table 49 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 53 Toilet Care Products Company Shares 2002-2006
Table 54 Toilet Care Products Brand Shares 2003-2006
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2001-2006
Table 58 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 59 Polishes Company Shares 2002-2006
Table 60 Polishes Brand Shares 2003-2006
Table 61 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2001-2006
Table 64 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 65 Leading Fragrances for Air Care 2006
Table 66 Air Care Company Shares 2002-2006
Table 67 Air Care Brand Shares 2003-2006
Table 68 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2001-2006
Table 71 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 72 Insecticides Company Shares 2002-2006
Table 73 Insecticides Brand Shares 2003-2006
Table 74 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011