Home Care in Denmark

Home Care in Denmark

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Denmark

KEY DATA FINDINGS

2020 IMPACT

Increasing health and hygiene concerns drive sales of laundry care in 2020

Sales of automatic washing machines rise, boosting sales of laundry care

Unilever Danmark retains its strong lead throughout the outbreak of COVID-19

RECOVERY AND OPPORTUNITIES

Growth remains positive a as heightened awareness of hygiene continues to boost sales

E-commerce continues to grow as consumers became accustomed to the platform in 2020

Fabric softeners continue to suffer from health concerns as liquid detergent tablets lead growth

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020
Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 13 Sales of Laundry Aids by Category: Value 2015-2020
Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Denmark

KEY DATA FINDINGS

2020 IMPACT

Closures of foodservice outlets and increased time at home boost sales for dishwashing

Sustainability and natural ingredients shape product launches in 2020

Private label brands record growth, offering appealing quality-price ratios

RECOVERY AND OPPORTUNITIES

Ongoing growth is driven by consumers spending more time working from home

Automatic dishwashing tablets drive sales, while dishwashing liquids boost growth

Brands collaborate with dishwasher manufacturers to drive sales

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2015-2020
Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Denmark

KEY DATA FINDINGS

2020 IMPACT

Sales increase significantly as consumers enhance their surface cleaning routines

An ongoing movement towards the use of natural ingredients was seen throughout 2020

Growth of wipes is restricted as consumers view them as unsuitable for thorough cleaning

RECOVERY AND OPPORTUNITIES

Ongoing cleaning routines and increased time at home boosts sales

New product development focuses on efficacy and sustainability to drive sales

Increasing preference for multi-purpose cleaners as home disinfectants drive the bulk of growth

CATEGORY DATA

Table 31 Sales of Surface Care by Category: Value 2015-2020
Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 35 NBO Company Shares of Surface Care: % Value 2016-2020
Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 37 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 38 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Denmark

KEY DATA FINDINGS

2020 IMPACT

Consumers stock up on bleach as concerns for health and sanitation rise

Klorin boosts its share, recording double-digit retail value sales growth

Private label declines as consumers invest in branded goods to fight off COVID-19

RECOVERY AND OPPORTUNITIES

Bleach sales continue as consumers establish new cleaning routines

Value growth is stifled as private label players perform well during the economic recession

Environmental concerns stifle growth for bleach across the forecast period

CATEGORY DATA

Table 41 Sales of Bleach: Value 2015-2020
Table 42 Sales of Bleach: % Value Growth 2015-2020
Table 43 NBO Company Shares of Bleach: % Value 2016-2020
Table 44 LBN Brand Shares of Bleach: % Value 2017-2020
Table 45 Forecast Sales of Bleach: Value 2020-2025
Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Denmark

KEY DATA FINDINGS

2020 IMPACT

Growth is driven by enhanced cleaning routines, with home seclusion increasing the use of home bathrooms

Innovation focuses on enhance efficacy while offering natural scents to consumers

Unilever Danmark retains its lead during the COVID-19 crisis

RECOVERY AND OPPORTUNITIES

Ongoing time spent at home partners with hygiene concerns to boost sales

Sustainability shapes product launches across the forecast period

E-commerce continues to grow as new consumers appreciate its ease and convenience

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2015-2020
Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Denmark

KEY DATA FINDINGS

2020 IMPACT

Value sales decline, as sales of shoe polish decrease with consumers working from home

Modern interior design trends hamper the growth of furniture polish

Sterling Polish Co extends its lead during the outbreak of COVID-19

RECOVERY AND OPPORTUNITIES

Working from home impacts sales of shoe polish, as all areas record a volume decline

Competition from multi-functional home care products stifles growth

The sustainability movement could benefit polishes in the long-term

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2015-2020
Table 54 Sales of Polishes by Category: % Value Growth 2015-2020
Table 55 NBO Company Shares of Polishes: % Value 2016-2020
Table 56 LBN Brand Shares of Polishes: % Value 2017-2020
Table 57 Forecast Sales of Polishes by Category: Value 2020-2025
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Denmark

KEY DATA FINDINGS

2020 IMPACT

Air care declines as consumers have a preference for clean, natural environments

Car air fresheners record a decline, as lack of travel dampens sales in 2020

Product innovations focus on packaging designs and new scents

RECOVERY AND OPPORTUNITIES

Air care continues to decline as a preference for clean, natural scents persists

Manufacturers respond to concerns about unnecessary chemicals

The competitive landscape remains concentrated, a challenge for new players

CATEGORY DATA

Table 59 Sales of Air Care by Category: Value 2015-2020
Table 60 Sales of Air Care by Category: % Value Growth 2015-2020
Table 61 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 62 NBO Company Shares of Air Care: % Value 2016-2020
Table 63 LBN Brand Shares of Air Care: % Value 2017-2020
Table 64 Forecast Sales of Air Care by Category: Value 2020-2025
Table 65 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Denmark

KEY DATA FINDINGS

2020 IMPACT

Value sales decline as raising health and environmental awareness dampens sales

Insecticide baits benefit from being considered environmentally friendly products

SBM Life Science remains the leading player, with Kvit increasing its share

RECOVERY AND OPPORTUNITIES

Environmental concerns continue to shape growth across the forecast period

Homemade insecticides challenge sales, offering eco-friendly, cost-effective solutions

Rising unit prices lead to positive value growth across the forecast period

CATEGORY DATA

Table 66 Sales of Home Insecticides by Category: Value 2015-2020
Table 67 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 68 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 69 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 70 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 71 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 72 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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