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: 89 | Publication date: Sep 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
Further recovery for household care in 2007
In 2007 household care showed further recovery after a few very difficult years. The price war in Dutch grocery had a major impact on the sector during the review period and this meant that growth was minimal during this period. In 2007, however, the improved economy and calmer retail environment helped the major household care brands to recover and Dutch consumers were more comfortable to pay extra for added-value household care products. The result was that the sector posted very healthy value growth.
Manufacturers finally feel confident to enter new product areas
In 2007 there were a number of interesting trends and developments in household care in the Netherlands. After some difficult times during the price war, manufacturers finally felt more comfortable to invest in new product development and to enter new markets. A very remarkable move took place in automatic dishwashing, wherein Procter & Gamble challenged the leading manufacturers Unilever and Reckitt Benckiser. The company launched a new range of Dreft automatic dishwashing products and the first signs are very positive. The same is true for Reckitt Benckiser in toilet care products. The company already had a modest presence in this category, but in 2007 decided to go for a major launch by entering the market for toilet liquids and rim blocks with its Harpic brand.
Unilever dominant force in the Netherlands
In the Netherlands the international companies dominate the market. Of course Unilever is part Dutch and this means there is a major domestic player that is doing well in many different areas of household care, but for the most part the major multinationals such as Reckitt Benckiser, Henkel, Procter & Gamble and Sara Lee have a strong position in the Netherlands.
In 2007 there were no major shifts in market share although Unilever and Reckitt Benckiser, top companies in household care, lost some ground. More remarkably, private label also lost some ground, for the first time in some years, as the price war came to an end and the Dutch consumer was more willing to spend money on branded products.
Retail environment calms down
In 2007 the Dutch retail environment finally calmed down and this gave the major brands the chance to bounce back. It also provided more fertile ground for the launch of more added-value products in many different categories, such as, for example, dishwashing products and air care. For dishwashing products, the launch of the high-end automatic dishwashing range of Dreft was a good example and for air care the more exclusive new Ambi-Pur Puresse range, which is a hypoallergenic product line, shows that both retail and manufacturers invested in high-end products. This brought some further relief and it meant that the major players in various categories were more confident and more willing to invest in product development and marketing and promotional activities.
The expectations for Dutch retail are positive since due to improved economic conditions, the Dutch consumer is willing to spend money on quality again. This does not mean that the major retail players are not following developments closely though. Although the retail environment has calmed down, a new price war is always a possibility.
Latest generation of household care products will add value
After a less than impressive performance over the review period, the outlook for household care is very positive. The expectation is that all categories will see value sales growing over the forecast period. Some categories are expected to show higher growth than others though. Air care and surface care are categories that are expected to do particularly well, mainly because the latest generation of products are expected to contribute to overall growth. For surface care, the expectation is that wipes will add even more value and in air care hopes are high that electric air fresheners will boom. In absolute terms, laundry care is set to add notable value, as more concentrated and environmentally-friendly products will do well.
Table of contents
HOUSEHOLD CARE IN THE NETHERLANDS : MARKET INSIGHT
EXECUTIVE SUMMARY
Further recovery for household care in 2007
Manufacturers finally feel confident to enter new product areas
Unilever dominant force in the Netherlands
Retail environment calms down
Latest generation of household care products will add value
KEY TRENDS AND DEVELOPMENTS
Improved economic conditions have a positive effect on consumer confidence
Retail more interested in added-value products
Demographic developments change consumer landscape
Dutch consumer more adventurous
Power cleaning effective benefit for adding value
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 - NETHERLANDS
BOLTON NEDERLAND BV - HOUSEHOLD CARE - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bolton Nederland BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Bolton Nederland BV: Competitive Position 2007
FRANS MULLER BENELUX BV - HOUSEHOLD CARE - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Frans Muller Benelux BV: Key Facts
Summary 5 Frans Muller Benelux BV: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 6 Frans Muller Benelux BV: Competitive Position 2007
HG INTERNATIONAL BV - HOUSEHOLD CARE - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 7 HG International BV: Key Facts
Summary 8 HG International BV: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 9 HG International BV: Competitive Position 2007
NEDAC SORBO BV - HOUSEHOLD CARE - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Nedac Sorbo BV: Key Facts
Summary 11 Nedac Sorbo BV: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 12 Nedac Sorbo BV: Competitive Position 2007
VEMEDIA BV - HOUSEHOLD CARE - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Vemedia BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 14 Vemedia BV: Competitive Position 2007
LAUNDRY CARE IN THE NETHERLANDS
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 THE NETHERLANDS
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 THE NETHERLANDS
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 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 52 Toilet Care Products Company Shares 2003-2007
Table 53 Toilet Care Products Brand Shares 2004-2007
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2002-2007
Table 57 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 58 Polishes Company Shares 2003-2007
Table 59 Polishes Brand Shares 2004-2007
Table 60 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2002-2007
Table 63 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 64 Air Care Fragrances Rankings by Value 2006-2007
Table 65 Air Care Company Shares 2003-2007
Table 66 Air Care Brand Shares 2004-2007
Table 67 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2002-2007
Table 70 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 71 Spray Insecticides by Type: %Value Breakdown 2006-2007
Table 72 Insecticides Company Shares 2003-2007
Table 73 Insecticides Brand Shares 2004-2007
Table 74 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012