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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Product coverage

Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products

Executive summary

Marginal but continued growth

Current value sales of household care products increased marginally in 2007. Growth was influenced by a strong economy, but also by increases in unit prices in most categories. The growth in 2007 was much stronger than the average growth in the review period. The strongest growth was seen in categories with relatively low penetration in Sweden; air care, insecticides and toilet care products. Mature categories such as laundry care and dishwashing products also increased, but not as strongly as those mentioned.

Less time for household chores

Hectic lifestyles continued to affect the household care market. This was not a specific trend for 2007, but had a significant impact on sales of household care products. Hectic lifestyles resulted in less time for household chores, including cleaning and laundry care. This trend resulted in growing importance for convenient products which save time and are more effective. This development impacted not only categories such as toilet care products, air care and surface care, but also mature categories such as laundry care and dishwashing products. In mid-2007 the government introduced tax breaks for consumers employing people to clean their homes; however in the short term it is unlikely that a significant number of consumers will take up these tax breaks.

Multinationals dominate

Unilever Sverige AB and Procter & Gamble Sweden AB were the two dominant companies in the household care market in 2007. There was a close race between these two companies, and the third ranked company, Colgate-Palmolive AB, was far behind. Both Unilever and Procter & Gamble held strong positions in important categories such as laundry care and dishwashing products. The dominance of multinational companies is strong. Seven out of the ten leading companies were international players in 2007. One reason for the dominance of multinationals is that they entered Sweden early, and were able to establish strong brands before any local players were able to do so.

Discounters and mass merchandisers increase

Grocery retailers heavily dominated sales of household care products in 2007, with supermarkets/hypermarkets as the dominant channel. However, this channel lost share during the last years of the review period. Discounters and mass merchandisers increased their shares by offering branded as well as budget brands at very competitive prices. Growth in discounters and mass merchandisers was driven by a rapid growth in outlets over the review period (such outlets previously had only a limited presence), which continued in 2007.

Low growth over the forecast period

Euromonitor International predicts low growth in constant value terms over the forecast period. The Swedish economy began to slow down under the influence of negative developments in the US, and previous predictions about continued strong growth in the Swedish economy seem to have been too optimistic. However, the Swedish economy will continue to grow, but not at the same pace as before. The highest growth is forecast in insecticides, air care and toilet care products. As in the review period, growth in these categories will benefit from low penetration, whilst in toilet care products, developments such as products with improved functions will boost sales.

Table of contents

HOUSEHOLD CARE IN SWEDEN : MARKET INSIGHT

EXECUTIVE SUMMARY

Marginal but continued growth

Less time for household chores

Multinationals dominate

Discounters and mass merchandisers increase

Low growth over the forecast period

KEY TRENDS AND DEVELOPMENTS

Tax reduction on household services

Focus on the environment

No time for household chores

New products

More discounters

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 - SWEDEN

BOSTON SCANDINAVIA AB - HOUSEHOLD CARE - SWEDEN

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Boston Scandinavia AB: Key Facts

Summary 3 Boston Scandinavia AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 4 Boston Scandinavia AB: Competitive Position 2007

CEDERROTH INTERNATIONAL AB - HOUSEHOLD CARE - SWEDEN

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Cederroth International AB: Key Facts

Summary 6 Cederroth International AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 7 Cederroth International AB: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 8 Cederroth International AB: Competitive Position 2007

GUNRY AB - HOUSEHOLD CARE - SWEDEN

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Gunry AB: Key Facts

Summary 10 Gunry AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 11 Gunry AB: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 12 Gunry AB: Competitive Position 2007

HERDINS FäRGVERK AB - HOUSEHOLD CARE - SWEDEN

STRATEGIC DIRECTION

KEY FACTS

Summary 13 Herdins Färgverk AB: Key Facts

Summary 14 Herdins Färgverk AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 15 Herdins Färgverk AB: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 16 Herdins Färgverk AB: Competitive Position 2007

LILJEHOLMENS STEARINFABRIK AB - HOUSEHOLD CARE - SWEDEN

STRATEGIC DIRECTION

KEY FACTS

Summary 17 Liljeholmens Stearinfabrik AB: Key Facts

Summary 18 Liljeholmens Stearinfabrik AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 19 Liljeholmens Stearinfabrik AB: Competitive Position 2007

LAUNDRY CARE IN SWEDEN

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 SWEDEN

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 SWEDEN

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 SWEDEN

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 SWEDEN

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 SWEDEN

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 SWEDEN

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 SWEDEN

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