Household Care in Uruguay
Euromonitor International's Household Care in Uruguay 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: 66 | Publication date: Jan 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
Household care products grow at slow pace in 2006
Even though 2006 marked another year of positive growth for household care products in Uruguay, growth rates were notably lower than other years of the review period due to growing industry maturity and more stable consumption habits on the part of consumers. Sectors like laundry care and dishwashing products achieved significant penetration into the Uruguayan market, forcing most of the growth in these mature sectors to come from value-added developments. Furthermore, the purchasing boom that followed the severe economic crisis of 2002 seems to have come to a halt, now that the economy has recovered, leading to more normal consumption levels.
Increasing interest for natural products
The global trend for more natural products is finally starting to enter the Uruguayan household care market, forcing manufacturers to become more conscious of their manufacturing practices and marketing campaigns. A growing percentage of consumers are concerned about the materials used in the elaboration of their household care products, demonstrating a clear preference for those products that minimise harm to the environment. Although this trend started in food products, with consumers demanding organic and locally-produced products, it is slowly creeping into other industries, including household care. As a result, a growing number of household care manufacturers are starting to develop environment-friendly products in order to cater to this emerging segment.
Multinationals continue to control the industry
The household care industry is controlled by multinational companies that draw on their global experience to dominate the Uruguayan market. Sales are dominated by Unilever del Uruguay SA, Procter & Gamble Interamericas Inc and Colgate-Palmolive Co . Their large research and development budgets allow them to be on the cutting edge of industry technology, presenting new and more sophisticated products that better cater to the needs of modern day life. Furthermore, they dominate all forms of promotional and marketing activity, giving them the most exposure to Uruguayan consumers. Nevertheless, domestic companies such as Electroquímica SA and Uruquim SA have entered the market with notable success in the mid-to-low price segment.
Supermarkets/hypermarkets favourite distribution channel for household care purchases
The widest variety of household care products is offered in the supermarkets/hypermarkets channel and for that reason they accounted for the bulk of sales in 2006. This sales channel is the most convenient for consumers, offering one-stop shopping for all kinds of household needs. Increasingly hectic lifestyles leave Uruguayans with less time to devote to shopping, attracting a growing number of consumers to supermarkets/hypermarkets. Furthermore, the combination of constant promotional activity and larger pack-sizes decreases the unit price of many household care products for consumers.
Moderate growth is expected in the forecast period
Household care products are expected to continue growing at a slow pace over the forecast period, limited by growing product maturity in several sectors. However, despite maturity, laundry care and dishwashing products are expected to see the highest gains in actual value terms, given their core importance. Positive growth will also be evident in less developed sectors like insecticides, which is experiencing a resurgence of demand due to concerns for dengue fever.
Table of contents
HOUSEHOLD CARE IN URUGUAY : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care products grow at slow pace in 2006
Increasing interest for natural products
Multinationals continue to control the industry
Supermarkets/hypermarkets favourite distribution channel for household care purchases
Moderate growth is expected in the forecast period
KEY TRENDS AND DEVELOPMENTS
Multinationals are looking to expand in low-price segment
Increased female participation in the labour market affects consumption
Growth of single-person households increases demand for smaller pack sizes
Concern for the community impacts consumption decisions
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
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2001-2006
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 13 Sales of Laundry Detergents by Type: Value 2001-2006
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 15 Sales of Laundry Aids by Type: Value 2001-2006
Table 16 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 17 Laundry Care Company Shares 2002-2006
Table 18 Laundry Care Brand Shares 2003-2006
Table 19 Laundry Detergents Company Shares 2002-2006
Table 20 Laundry Detergents Brand Shares 2003-2006
Table 21 Laundry Aids Company Shares 2002-2006
Table 22 Laundry Aids Brand Shares 2003-2006
Table 23 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 25 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 26 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 27 Dishwashing Products Company Shares 2002-2006
Table 28 Dishwashing Products Brand Shares 2003-2006
Table 29 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 30 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 31 Sales of Surface Care by Subsector: Value 2001-2006
Table 32 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 33 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 34 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 35 Sales of Chlorine Bleach: Value 2001-2006
Table 36 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 37 Chlorine Bleach Company Shares 2002-2006
Table 38 Chlorine Bleach Brand Shares 2003-2006
Table 39 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 40 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 41 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 42 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 43 Toilet Care Products Company Shares 2002-2006
Table 44 Toilet Care Products Brand Shares 2003-2006
Table 45 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 46 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 47 Sales of Polishes by Subsector: Value 2001-2006
Table 48 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 49 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 50 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 51 Sales of Air Care by Subsector: Value 2001-2006
Table 52 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 53 Air Care Company Shares 2002-2006
Table 54 Air Care Brand Shares 2003-2006
Table 55 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 56 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 57 Sales of Insecticides by Subsector: Value 2001-2006
Table 58 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 59 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 60 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011
ELECTROQUÍMICA SA
Strategic Direction
Key Facts
Summary 1 Electroquímica SA: Key Facts
Company Background
Production
Competitive Positioning
Summary 2 Electroquímica SA: Competitive Position 2006
URUQUIM SA
Strategic Direction
Key Facts
Summary 3 Uruquim SA: Key Facts
Company Background
Competitive Positioning
Summary 4 Uruquim SA: Competitive Position 2006
UNILEVER DEL URUGUAY SA
Strategic Direction
Key Facts
Summary 5 Unilever de Uruguay SA: Key Facts
Company Background
Production
Competitive Positioning
Summary 6 Unilever de Uruguay SA: Competitive Position 2006