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: 86 | Publication date: Oct 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 sees strong gains in a high inflation environment
In general terms, household care products grew in both value and volume terms across nearly all sectors. Retail value sales in the market increased at a slightly higher rate in 2007 than in 2006, but a large percentage of this growth can be attributed to inflation. In constant value terms, the household care market saw a weaker overall sales increase in 2007. This was the result of increased regulation on exchange controls, raw materials access and imported products. This complicated the production and distribution process, leading to unmet demand in some product categories.
Dishwashing products experiences the highest growth
Dishwashing products took the lead in value sales growth in the household care market, as consumer demand increased strongly. This was supported by the increased purchasing power of low income consumers. Consumers were attracted to a diverse array of new product developments in this category, which included natural fragrances including sea breeze, spring fresh and others. The category also offered advances in skincare, with ingredients including baking soda and oxygen. Antibacterial products formulated to offer deeper, better cleaning were also launched. Product images were improved, as colourful labels and liquids entered the market. Players which were popular in other categories within the household care market also expanded into dishwashing products, increasing competition.
Colgate-Palmolive CA leads the household care market
Colgate-Palmolive CA was the market leader in household care products in 2007, followed very closely by rival Procter & Gamble de Venezuela CA. The two household care giants combined accounted for more than 40% of all sales in the market. Multinational companies are very important in the household care market, as they offer a wide range of products and brands across multiple categories. Furthermore, multinational brands enjoy strong recognition and have a strong reputation for quality.
Supermarkets/hypermarkets remains the most important retail channel
Supermarkets/hypermarkets continued to be the leading retail channel for household care products in Venezuela in 2007. These retail outlets offer large selling space, a wide portfolio of products and occasional promotions to encourage sales of household care products. Independent small grocers was the second most important retail channel in 2007. These outlets are important for low income consumers, as many shop exclusively at these neighbourhood stores for their basic household needs.
Household care products to continue its growth over the forecast period
The household care products industry is expected to grow over the forecast period, but at a lower constant value growth rate than the exceptionally strong growth registered over the review period. The Venezuelan economy is not expected to maintain its breakneck growth throughout the forecast period. However, lower income consumers are still expected to benefit from government policies to increase their living standards, and will be a key catalyst for growth over the forecast period.
Table of contents
HOUSEHOLD CARE IN VENEZUELA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care products sees strong gains in a high inflation environment
Dishwashing products experiences the highest growth
Colgate-Palmolive CA leads the household care market
Supermarkets/hypermarkets remains the most important retail channel
Household care products to continue its growth over the forecast period
KEY TRENDS AND DEVELOPMENTS
Household care market flooded with new product innovations
Value added products fuel sales in laundry care
Procter & Gamble and Colgate-Palmolive compete for market supremacy
Packaging changes to adapt to consumer needs
Supermarkets/hypermarkets remains the top retail channel in household care
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 - VENEZUELA
BETTER HOME PRODUCTS CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Better Home Products CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Better Home Products CA: Competitive Position 2007
FULLER INTERAMERICANA CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Fuller Interamericana CA: Key Facts
Summary 5 Fuller Interamericana CA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 6 Fuller Interamericana CA: Competitive Position 2007
OSIRIS CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Osiris CA: Key Facts
Summary 8 Osiris CA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Osiris CA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 10 Osiris CA: Competitive Position 2007
SERVIQUIM CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Serviquim CA: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 12 Serviquim CA: Competitive Position 2007
TRACKER AGRO INDUSTRIAL CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Tracker Agro Industrial CA: Key Facts
Summary 14 Tracker Agro Industrial CA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Tracker Agro Industrial CA: Competitive Position 2007
LAUNDRY CARE IN VENEZUELA
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 VENEZUELA
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 VENEZUELA
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 Surface Care Company Shares 2003-2007
Table 37 Surface Care Brand Shares 2004-2007
Table 38 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Chlorine Bleach: Value 2002-2007
Table 41 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 42 Chlorine Bleach Company Shares 2003-2007
Table 43 Chlorine Bleach Brand Shares 2004-2007
Table 44 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 48 Toilet Care Products Company Shares 2003-2007
Table 49 Toilet Care Products Brand Shares 2004-2007
Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Polishes by Subsector: Value 2002-2007
Table 53 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 54 Polishes Company Shares 2003-2007
Table 55 Polishes Brand Shares 2004-2007
Table 56 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Air Care by Subsector: Value 2002-2007
Table 59 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 60 Air Care Fragrances Rankings by Value 2006-2007
Table 61 Air Care Company Shares 2003-2007
Table 62 Air Care Brand Shares 2004-2007
Table 63 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 64 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Insecticides by Subsector: Value 2002-2007
Table 66 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 67 Spray Insecticides by Type: %Value Breakdown 2006-2007
Table 68 Insecticides Company Shares 2003-2007
Table 69 Insecticides Brand Shares 2004-2007
Table 70 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 71 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012