Household Care in the Netherlands
Euromonitor International's Household Care in the Netherlands 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: Jul 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
Good performance for laundry care in 2006
After a few very rough years the main players in laundry care had the confidence again to invest in product development and media support. The major declines in unit prices stabilised which meant that both retailers and manufacturers were willing to look at adding value once again. This change in attitude meant that overall laundry care showed a modest growth in terms of value during 2006. Investments have reaped dividends and are starting to pay off. One interesting aspect is that this has had most effect in more traditional categories such as powder detergents.
Surface care (excluding wipes) struggling to recover from price war
Surface care (excluding wipes) continued to be under pressure in 2006. Although the fall was not as dramatic as it has been, value sales still recorded a modest decline. One of the biggest reasons for this was that this sector is still a popular choice for retailers to use in extreme price promotions. The share of products that are sold at reduced prices can in some cases be 25-30% of total annual sales depending on the category. So although the regular prices have stabilised, the high share of promotional sales puts further pressure on overall performance.
Unilever Nederland still leads the way
After a few years of decline the value share of the number one manufacturer of household care products, Unilever Nederland BV, finally recovered. The company showed some minor growth in value share during 2006 while that of runner up Reckitt Benckiser Nederland BV declined slightly after years of steady growth. Overall, the international powerhouses also dominate sales in the Netherlands, as the top five companies accounted for 59% of total value sales during 2006. Private label has a strong position as well although its value share remained static in 2006.
Air care gets back on its feet after PR crisis in 2005
In 2006 air care recovered from the disastrous developments of the year before. Manufacturers put the effects of the PR crisis surrounding the safety of air care products behind them and managed to show some modest growth in 2006. Sales are not back to the level of 2003 though, but after two years of decline the sector seems to have turned a corner. The fact that the price war in Dutch retailing is dying down certainly helped, as did increased consumer confidence in the Dutch economy. These developments mean that there is now a better climate for innovation and the launch of added-value products such as electric air fresheners.
Slow recovery the most likely scenario for household care
Developments in 2006 showed that the Dutch consumer is changing. Dutch grocery retailing is conducting a balancing act though, and the impression is that the price war might flare up again in 2007 or 2008 if one of the major grocery retailers would begin to lower prices once more. The most likely scenario however is that the main retailers within grocery will stop focusing on price alone since there is now more room for product quality and innovative new concepts with added value for the consumer. Although unit prices at the low end of the spectrum remain under pressure, there seems to be a growing group of consumers who are willing to pay more for quality added-value products.
Table of contents
HOUSEHOLD CARE IN THE NETHERLANDS : MARKET INSIGHT
EXECUTIVE SUMMARY
Good performance for laundry care in 2006
Surface care (excluding wipes) struggling to recover from price war
Unilever Nederland still leads the way
Air care gets back on its feet after PR crisis in 2005
Slow recovery the most likely scenario for household care
KEY TRENDS AND DEVELOPMENTS
Economic turnaround boosts Dutch consumer confidence
Price war dies down
Specialised components added to traditional products
Changing demographics has an impact on household care
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 - NETHERLANDS
BOLTON NEDERLAND BV - HOUSEHOLD CARE - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Bolton Nederland BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 2 Bolton Nederland BV: Competitive Position 2006
FRANS MULLER BENELUX BV - HOUSEHOLD CARE - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Frans Muller Benelux BV: Key Facts
Summary 4 Frans Muller Benelux BV: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 5 Frans Muller Benelux BV: Competitive Position 2006
HG INTERNATIONAL BV - HOUSEHOLD CARE - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 6 HG International BV: Key Facts
Summary 7 HG International BV: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 8 HG International BV: Competitive Position 2006
NEDAC SORBO BV - HOUSEHOLD CARE - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Nedac Sorbo BV: Key Facts
Summary 10 Nedac Sorbo BV: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 11 Nedac Sorbo BV: Competitive Position 2006
LAUNDRY CARE IN THE NETHERLANDS
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 THE NETHERLANDS
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 THE NETHERLANDS
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 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach by Type: % Value Analysis 2005-2006
Table 47 Chlorine Bleach Company Shares 2002-2006
Table 48 Chlorine Bleach Brand Shares 2003-2006
Table 49 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 53 Toilet Care Products Company Shares 2002-2006
Table 54 Toilet Care Products Brand Shares 2003-2006
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2001-2006
Table 58 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 59 Polishes Company Shares 2002-2006
Table 60 Polishes Brand Shares 2003-2006
Table 61 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2001-2006
Table 64 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 65 Leading Fragrances for Air Care 2006
Table 66 Air Care Company Shares 2002-2006
Table 67 Air Care Brand Shares 2003-2006
Table 68 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2001-2006
Table 71 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 72 Insecticides Company Shares 2002-2006
Table 73 Insecticides Brand Shares 2003-2006
Table 74 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011