Household Care in Venezuela
Euromonitor International's Household Care in Venezuela 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: 80 | Publication date: Oct 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
Household care sales exhibit strong growth, but regulations create an obstacle
Household care manufacturers experienced another year of strong growth during 2006, mostly due to improved consumer purchasing power in Venezuela. Current value sales exhibited double digit increases across all categories in 2006, with laundry care posting the most impressive. Increased oil revenues allowed the government to invest additional resources in social programmes and transfers for the poor. This boosted purchasing power and allowed an increased number of consumers to enter the household care market. As a result, even large and mature categories, such as laundry care and surface care, continued to increase their penetration and provided a lucrative environment for manufacturers. However, government price controls limited the growth of certain categories. This will present a potential obstacle if they are extended to include more household care products.
Advertising campaigns appeal to emotions and social responsibility
Advertising continued to play an important role in spurring sales of household care items. The most compelling themes in household care advertising campaigns appealed to aspirational emotions and social responsibility. Manufacturers paid attention to the improved purchasing power of lower income consumers and launched advertising campaigns tailored for consumers considering entering household care for the first time. Many of the campaigns conveyed the pride associated with purchasing a traditional household care brand, such as Mas, instead of using household remedies for daily cleaning duties. Other manufacturers tried to use social responsibility as a way to connect to consumers. They promised in their advertising campaigns that their products were safe for the environment, or that a certain percentage of sales would be donated to local charities.
Novelty of fragrance extensions wanes as additional manufacturers join the trend
Over the review period, the attractive fragrance of household care products was one of the most important selling points. It drove manufacturers to concentrate most of their product development on this feature. However, as an increasing number of manufacturers acquired the knowledge and technology to launch several fragrance extensions, and the presence of scented varieties increased, the competitive advantage associated with attractive fragrances started to diminish. As a result, manufacturers began to invest in other areas of product innovation in order to differentiate their products from those of competitors. One of the most popular new innovations was to include skin care properties, such as aloe vera and chamomile, so that household care products were less harmful to the skin. Colgate-Palmolive CA is a prime example of a company that developed this type of product.
Supermarkets/hypermarkets continues to lead distribution, but independent food stores makes notable gains
In Venezuela, household care products were most successfully distributed through supermarkets/hypermarkets because of this channel’s affordable prices and broad range of products. Supermarkets/hypermarkets opened in an increasing number of neighbourhoods in Venezuela, making this retail format more available to the average Venezuelan consumer. However, 2006 saw a notable gain in distribution retail value share for independent food stores, mainly due to the increasing purchasing power of low-income consumers.
High oil prices will continue to support demand for low-income categories
Industry sources expect low-income consumers to continue to be an important focus for household care manufacturers, as oil prices remain high and government social programmes expand their reach over the forecast period. This will allow an increasing number of consumers to enter household care, further boosting sales.
Table of contents
HOUSEHOLD CARE IN VENEZUELA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care sales exhibit strong growth, but regulations create an obstacle
Advertising campaigns appeal to emotions and social responsibility
Novelty of fragrance extensions wanes as additional manufacturers join the trend
Supermarkets/hypermarkets continues to lead distribution, but independent food stores makes notable gains
High oil prices will continue to support demand for low-income categories
KEY TRENDS AND DEVELOPMENTS
High oil prices and government economic policy boost consumer purchasing power
Price regulations generate distortions in household care
Washing machine penetration increases behind favourable government currency regulation
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 - VENEZUELA
FRAGRANCES & FLAVOURS CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Fragrances & Flavours CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
FULLER INTERAMERICANA CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Fuller Interamericana CA: Key Facts
Summary 3 Fuller Interamericana CA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Fuller Interamericana CA: Competitive Position 2006
MAYVEN DE VENEZUELA CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Mayven de Venezuela CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Mayven de Venezuela CA: Competitive Position 2006
TRACKER AGRO INDUSTRIAL CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Tracker Agro Industrial CA: Key Facts
Summary 8 Tracker Agro Industrial CA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Tracker Agro Industrial CA: Competitive Position 2006
UNITED CHEMICAL PACKAGING CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 United Chemical Packaging CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 United Chemical Packaging CA Competitive Position 2006
LAUNDRY CARE IN VENEZUELA
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 VENEZUELA
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 VENEZUELA
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 Surface Care Company Shares 2002-2006
Table 37 Surface Care Brand Shares 2003-2006
Table 38 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Chlorine Bleach: Value 2001-2006
Table 41 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 42 Chlorine Bleach Company Shares 2002-2006
Table 43 Chlorine Bleach Brand Shares 2003-2006
Table 44 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 48 Toilet Care Products Company Shares 2002-2006
Table 49 Toilet Care Products Brand Shares 2003-2006
Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Polishes by Subsector: Value 2001-2006
Table 53 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 54 Polishes Company Shares 2002-2006
Table 55 Polishes Brand Shares 2003-2006
Table 56 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Air Care by Subsector: Value 2001-2006
Table 59 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 60 Air Care Company Shares 2002-2006
Table 61 Air Care Brand Shares 2003-2006
Table 62 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 63 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 64 Sales of Insecticides by Subsector: Value 2001-2006
Table 65 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 66 Insecticides Company Shares 2002-2006
Table 67 Insecticides Brand Shares 2003-2006
Table 68 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 69 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011