Household Care in the United Kingdom
Euromonitor International's Household Care in the United Kingdom 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: 107 | 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
Household care shows an improved performance in 2006
Following a stagnant performance in 2005, current value sales of household care products in the UK showed a modest increase in 2006. Steady current value growth in dishwashing products, surface care and air care helped to compensate for the lacklustre performance of laundry care, the largest sector, supporting the positive development of the market. However, growth in household care current value sales was still slower than the CAGR recorded for the review period as a whole.
Environmental concerns prove increasingly influential in household care
Already an influential issue in many FMCG markets, the impact of environmental concerns among UK consumers was increasingly visible in household care in 2006. Environmentally friendly brands such as Ecover enjoyed dynamic growth in current value terms, albeit from a small base. More significantly, major multinational players tapped into the trend by developing products that promised energy savings and waste reduction, appealing to consumers’ wallets as well as their environmental consciousness.
Competitive landscape is unchanged as multinationals continue to lead
There were no major changes in terms of the market value shares held by household care companies in 2006. Procter & Gamble, Unilever, Reckitt Benckiser and SC Johnson remained the top four players, together accounting for 64% of total household care current value sales. Leading multinational Procter & Gamble registered a slight increase in its value share on the back of rising demand for its Bold laundry care brand and the success of new launches under its Fairy brand in automatic dishwashing and fabric softeners. The market value share of private label products stood at 19% in 2006, down by one percentage point on 2001.
Supermarkets/hypermarkets continues to dominate distribution
Supermarkets/hypermarkets continued to dominate household care distribution in current value terms in 2006. The dominance of this channel was often cited as one of the main reasons for the comparatively slow rate of growth in household care current value sales during the review period, with intense price competition between leading supermarkets/hypermarkets chains leading to a gradual erosion of unit prices across a number of sectors and subsectors. The distribution shares of discounters and convenience stores meanwhile continues to rise in 2006; while the latter performed well thanks to increasing price consciousness among many consumers, the latter benefited from a trend towards busier consumer lifestyles in the UK. These value share gains came mainly at the expense of independent food stores, and this trend was observed not only in household care, but also in other FMCG markets. To protect their interests and improve their bargaining power, during the review period many independent food stores players joined symbol group operators.
Slow but steady constant value growth expected over the forecast period
Household care is expected to show slow but steady growth in constant value terms over the forecast period. Growth in constant value sales will be driven by an improved performance for laundry care, as well as the stable development of dishwashing products. Both sectors will benefit from new product launches and investments in marketing campaigns, and this will help to offset the poor performances expected for surface care and toilet care products.
Table of contents
HOUSEHOLD CARE IN THE UNITED KINGDOM : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care shows an improved performance in 2006
Environmental concerns prove increasingly influential in household care
Competitive landscape is unchanged as multinationals continue to lead
Supermarkets/hypermarkets continues to dominate distribution
Slow but steady constant value growth expected over the forecast period
KEY TRENDS AND DEVELOPMENTS
Environmental concerns enter the mainstream of UK politics and society
Manufacturers look to innovation to sustain and improve value shares
UK consumers become increasingly house proud
Household care manufacturers struggle to resist the commoditisation trend
Innovative added-value products prove popular in single person households
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 - UNITED KINGDOM
DYLON INTERNATIONAL LTD - HOUSEHOLD CARE - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Dylon International Ltd: Key Facts
Summary 2 Dylon International Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Dylon International Ltd: Competitive Position 2006
ECOVER LTD - HOUSEHOLD CARE - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Ecover Ltd: Key Facts
Summary 5 Ecover Ltd: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Ecover Ltd: Competitive Position 2006
JEYES LTD - HOUSEHOLD CARE - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Jeyes Ltd: Key Facts
Summary 8 Jeyes Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 9 Jeyes Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 10 Jeyes Ltd: Competitive Position 2006
PLP LTD - HOUSEHOLD CARE - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 11 PLP Ltd: Key Facts
Summary 12 PLP Ltd: Operational Indicators 2006
PRODUCTION
Summary 13 PLP Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 14 PLP Ltd: Competitive Position 2006
PROCTER & GAMBLE LTD - HOUSEHOLD CARE - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Procter & Gamble Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 16 Proctor & Gamble Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 17 Proctor & Gamble Ltd: Competitive Position 2006
RECKITT BENCKISER LTD - HOUSEHOLD CARE - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Reckitt Benckiser Ltd: Key Facts
Summary 19 Reckitt Benckiser Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 20 Reckitt Benckiser Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 21 Summary Reckitt Benckiser Ltd Competitive Position 2006
ROBERT MCBRIDE LTD - HOUSEHOLD CARE - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Robert McBride Ltd: Key Facts
Summary 23 Robert McBride Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 24 Robert McBride Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 25 Robert McBride Ltd: Competitive Position 2006
SARA LEE HOUSEHOLD & BODY CARE UK LTD - HOUSEHOLD CARE - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 26 Sara Lee Household & Body Care UK Ltd: Key Facts
Summary 27 Sara Lee Household & Body Care UK Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 28 Sara Lee Household & Body Care UK Ltd: Competitive Position 2006
SC JOHNSON LTD - HOUSEHOLD CARE - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 29 SC Johnson Ltd: Key Facts
Summary 30 SC Johnson Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 31 SC Johnson Ltd: Competitive Position 2006
UNILEVER HOME & PERSONAL CARE LTD - HOUSEHOLD CARE - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 32 Unilever Home & Personal Care Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 33 Unilever Home & Personal Care Ltd Production Statistics
COMPETITIVE POSITIONING
Summary 34 Unilever Home & Personal Care Ltd: Competitive Position 2006
LAUNDRY CARE IN THE UNITED KINGDOM
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 UNITED KINGDOM
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 UNITED KINGDOM
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 UNITED KINGDOM
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 Company Shares 2002-2006
Table 47 Chlorine Bleach Brand Shares 2003-2006
Table 48 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN THE UNITED KINGDOM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 52 Toilet Care Products Company Shares 2002-2006
Table 53 Toilet Care Products Brand Shares 2003-2006
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN THE UNITED KINGDOM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2001-2006
Table 57 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 58 Polishes Company Shares 2002-2006
Table 59 Polishes Brand Shares 2003-2006
Table 60 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN THE UNITED KINGDOM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2001-2006
Table 63 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 64 Air Care Company Shares 2002-2006
Table 65 Air Care Brand Shares 2003-2006
Table 66 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 67 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN THE UNITED KINGDOM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Sales of Insecticides by Subsector: Value 2001-2006
Table 69 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 70 Insecticides Company Shares 2002-2006
Table 71 Insecticides Brand Shares 2003-2006
Table 72 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 73 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011