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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.
Tables: 89 | Publication date: Mar 2009
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 registers a slowdown in growth in 2008
The household care market experienced a slowdown in constant value growth during 2008, mirroring the performance of the overall Venezuelan economy, which was negatively affected by the global financial crisis, the declining price of oil, and high rates of domestic inflation. The performance of the household care market was one of the worst in the review period, with constant value growth falling below the CAGR of the last five years by one percentage points. This slowdown was especially evident given the high growth achieved during 2007, which was the result of strong consumer purchasing power and growing demand from all segments of the Venezuelan population.
Increasing regulations and high inflation deter further market growth
Government regulations continued to distort the market in 2008, leading to periodic scarcity of products and difficulty obtaining raw materials to manufacture household care products. The regulations included price controls on a growing number of basic household items, import restrictions and foreign exchange controls. Moreover, the government demonstrated its willingness to play an increasingly active role in Venezuela’s economy, as witnessed by recent events of expropriation. The end result was an increasingly difficult business environment for household care manufacturers, leading to supply problems and an economy of excess demand.
Colgate-Palmolive CA continues as market leader
In 2008 multinational Colgate-Palmolive CA led the household care market by a very slight margin over its multinational counterpart Procter & Gamble de Venezuela CA, thanks to its constant product innovations and leadership with its main brands across different categories in the household care market, such as within laundry care, dishwashing products, surface care and chlorine bleach. Colgate-Palmolive took back the lead that it lost in 2007 thanks to its well-balanced product portfolio, which gave it more flexibility in terms of adapting to changing market conditions. For example, most of its brands have a value position in the market, offering high quality at affordable prices. This proved to be an important position in 2008, given the changing economic conditions. In general terms, multinationals companies dominate the household care market in Venezuela.
Supermarkets/hypermarkets is the preferred distribution channel
Growing demand for convenience and value allowed supermarkets/hypermarkets to increase its lead in the distribution of household care products in 2008, eroding the share of traditional small grocery retailers in the process. Supermarkets/hypermarkets offer consumers the convenience of one-stop shopping, in addition to large pack sizes and a wider variety of products. Large pack sizes allow consumers to extract greater value from their purchases, since they reduce the unit cost of the product; an aspect which gained importance in 2008.
Household care market is set to grow over the forecast period
The household care market is expected to see positive growth in constant value terms in all categories over the forecast period. However, this growth is predicted to slow down markedly compared with its performance over the review period, because the expected economic context is of turmoil, and of lower consumer capacity to spend on non-essential products; consumers are expected to be more price-oriented and disposed to trade down to more basic products.
Table of contents
HOUSEHOLD CARE IN VENEZUELA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care registers a slowdown in growth in 2008
Increasing regulations and high inflation deter further market growth
Colgate-Palmolive CA continues as market leader
Supermarkets/hypermarkets is the preferred distribution channel
Household care market is set to grow over the forecast period
KEY TRENDS AND DEVELOPMENTS
The market for household care products grows, in spite of large price increases
Co-branding trends enter Venezuela in laundry care products
Changes to Venezuela’s business environment pose a serious challenge to manufacturers
Stronger formulations as a consumer-led driver across different categories
Fragrances and associated experiences lead to a boom in air care
MARKET INDICATORS
Table 1 Households 2003-2008
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2003-2008
Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008
Table 4 Household Care Company Shares 2004-2008
Table 5 Household Care Brand Shares 2005-2008
Table 6 Sales of Household Care by Distribution Format: % Analysis 2003-2008
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2008
Table 8 Forecast Sales of Household Care by Sector: Value 2008-2013
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - VENEZUELA
MAYVEN DE VENEZUELA CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Mayven de Venezuela CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Mayven de Venezuela CA: Competitive Position 2008
OSIRIS CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Osiris CA: Key Facts
Summary 5 Osiris CA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Osiris CA: Competitive Position 2008
SPRAY QUíMICA CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Spray Química CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 8 Spray Química CA: Production Data 2007
COMPETITIVE POSITIONING
Summary 9 Spray Química CA: Competitive Position 2008
TRACKER AGRO INDUSTRIAL CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Tracker Agro Industrial CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 11 Tracker Agro Industrial CA: Production Data 2008
COMPETITIVE POSITIONING
Summary 12 Tracker Agro Industrial CA: Competitive Position 2008
UNITED CHEMICAL PACKAGING CA - HOUSEHOLD CARE - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 United Chemical Packaging CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 14 United Chemical Packaging CA: Production Data 2007
COMPETITIVE POSITIONING
Summary 15 United Chemical Packaging: Competitive Position 2008
LAUNDRY CARE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 10 Household Penetration of Washing Machines 2003-2008
SECTOR DATA
Table 11 Sales of Laundry Care by Subsector: Value 2003-2008
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2003-2008
Table 13 Sales of Laundry Detergents by Type: Value 2003-2008
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2003-2008
Table 15 Sales of Laundry Aids by Type: Value 2003-2008
Table 16 Sales of Laundry Aids by Type: % Value Growth 2003-2008
Table 17 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2008
Table 18 Laundry Care Company Shares 2004-2008
Table 19 Laundry Care Brand Shares 2005-2008
Table 20 Laundry Detergents Company Shares 2004-2008
Table 21 Laundry Detergents Brand Shares 2005-2008
Table 22 Laundry Aids Company Shares 2004-2008
Table 23 Laundry Aids Brand Shares 2005-2008
Table 24 Forecast Sales of Laundry Care by Subsector: Value 2008-2013
Table 25 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013
DISHWASHING PRODUCTS IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Household Penetration of Dishwashers 2003-2008
SECTOR DATA
Table 27 Sales of Dishwashing Products by Subsector: Value 2003-2008
Table 28 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008
Table 29 Dishwashing Products Company Shares 2004-2008
Table 30 Dishwashing Products Brand Shares 2005-2008
Table 31 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013
Table 32 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013
SURFACE CARE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Surface Care by Subsector: Value 2003-2008
Table 34 Sales of Surface Care by Subsector: % Value Growth 2003-2008
Table 35 Sales of Household Care Wipes and Floor Cleaning Systems by Type: Value 2007-2008
Table 36 Sales of Household Care Wipes and Floor Cleaning Systems by Type: % Value Growth 2007-2008
Table 37 Surface Care Company Shares 2004-2008
Table 38 Surface Care Brand Shares 2005-2008
Table 39 Household Care Wipes and Floor Cleaning Systems Company Shares 2004-2008
Table 40 Household Care Wipes and Floor Cleaning Systems Brand Shares 2005-2008
Table 41 Forecast Sales of Surface Care by Subsector: Value 2008-2013
Table 42 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013
CHLORINE BLEACH IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Chlorine Bleach: Value 2003-2008
Table 44 Sales of Chlorine Bleach: % Value Growth 2003-2008
Table 45 Chlorine Bleach Company Shares 2004-2008
Table 46 Chlorine Bleach Brand Shares 2005-2008
Table 47 Forecast Sales of Chlorine Bleach: Value 2008-2013
Table 48 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013
TOILET CARE PRODUCTS IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Sales of Toilet Care Products by Subsector: Value 2003-2008
Table 50 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008
Table 51 Toilet Care Products Company Shares 2004-2008
Table 52 Toilet Care Products Brand Shares 2005-2008
Table 53 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013
Table 54 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013
POLISHES IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Sales of Polishes by Subsector: Value 2003-2008
Table 56 Sales of Polishes by Subsector: % Value Growth 2003-2008
Table 57 Polishes Company Shares 2004-2008
Table 58 Polishes Brand Shares 2005-2008
Table 59 Forecast Sales of Polishes by Subsector: Value 2008-2013
Table 60 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013
AIR CARE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 61 Sales of Air Care by Subsector: Value 2003-2008
Table 62 Sales of Air Care by Subsector: % Value Growth 2003-2008
Table 63 Air Care Fragrances Rankings by Value 2006-2008
Table 64 Air Care Company Shares 2004-2008
Table 65 Air Care Brand Shares 2005-2008
Table 66 Forecast Sales of Air Care by Subsector: Value 2008-2013
Table 67 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013
INSECTICIDES IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Sales of Insecticides by Subsector: Value 2003-2008
Table 69 Sales of Insecticides by Subsector: % Value Growth 2003-2008
Table 70 Spray Insecticides by Type: % Value Breakdown 2006-2008
Table 71 Insecticides Company Shares 2004-2008
Table 72 Insecticides Brand Shares 2005-2008
Table 73 Forecast Sales of Insecticides by Subsector: Value 2008-2013
Table 74 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013