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Country Report

Home Care in

Home Care in Denmark

55 pages, Feb 2018

US$2,650

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Value growth in a price-competitive landscape

Home care value sales rose in 2017, despite a competitive landscape defined by price competitiveness. Increasing consumer environmental and sustainability awareness influences new product development, but the main driver of innovation is improved formulation in terms of effectiveness.

Drive for compaction

The most significant structural change within laundry care and dishwashing is the continuous shift in format and formula concentration, primarily towards liquid tablets and pod/unit doses. The drive for compaction is a clear indicator of development and disposable income growth, and manufacturers have pushed the transition with offers of added-value formats allowing more flexibility and ease of use.

Parallel imports

The defining characteristic of Danish home care is its price focus, attributable to many interrelated factors such as the prominence of discounters, the widespread availability of private label, and relative consumer disinterest in home care and subsequent desire to minimise spending. Sales of brands are primarily driven by price discounting and promotions.

Retailer concentration supportive for development and expansion of private label

Retailers are increasingly taking a brand-orientated approach to their private label strategies, creating products of similar or even superior quality to their branded equivalents, as well as segmenting and premiumising their offer. An example is the private label approach of grocery retailer group, Dansk Supermarked A/S.

Promotion-driven competitive landscape

Price discounting and promotions are important in determining home care purchases and maintaining share positions. For example, sales of laundry detergents are discount/promotion-driven with retailers reporting sharp fluctuations during price promotions.

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Home Care Sample Report Home Care Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Denmark for free:

The Home Care in Denmark market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Home Care in Denmark?
What are the major brands in Denmark?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Denmark?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

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Home Care in Denmark

EXECUTIVE SUMMARY

Value growth in a price-competitive landscape

Drive for compaction

Parallel imports

Retailer concentration supportive for development and expansion of private label

Promotion-driven competitive landscape

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Denmark

HEADLINES

PROSPECTS

High incidence of allergy and asthma inhibits growth

Innovation lifts unit price levels

Fragrance becomes more complex and diverse

COMPETITIVE LANDSCAPE

Reckitt Benckiser leads a concentrated landscape

New entrants discouraged

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Denmark

HEADLINES

PROSPECTS

Outdated image hurts value sales

Absence of innovation gives a bleak outlook

Competition from substitute products

COMPETITIVE LANDSCAPE

Colgate-Palmolive dominates the competitive landscape

Private label populates the budget space

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Home Insecticides in Denmark

HEADLINES

PROSPECTS

Seasonality helps unit price growth

Concerns dampen the magnitude of growth rates

COMPETITIVE LANDSCAPE

Bayer is the clear value sales leader

Private label’s share weakens

Sales polarised between standard and economy alternatives

CATEGORY DATA

Table 25 Sales of Home Insecticides by Category: Value 2012-2017
Table 26 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 27 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 28 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 29 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 30 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 31 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Polishes in Denmark

HEADLINES

PROSPECTS

Demand weakens

Importance of personal appearance maintains shoe polish growth

Unit price growth expected

COMPETITIVE LANDSCAPE

A comprehensive product offering gives Sterling leadership

Increasingly consolidated competitive environment

CATEGORY DATA

Table 32 Sales of Polishes by Category: Value 2012-2017
Table 33 Sales of Polishes by Category: % Value Growth 2012-2017
Table 34 NBO Company Shares of Polishes: % Value 2013-2017
Table 35 LBN Brand Shares of Polishes: % Value 2014-2017
Table 36 Forecast Sales of Polishes by Category: Value 2017-2022
Table 37 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Denmark

HEADLINES

PROSPECTS

Time is a commodity

Growing use of natural ingredients

COMPETITIVE LANDSCAPE

Colgate-Palmolive leads

Reckitt Benckiser increases its value share

Social media increases recognition and value share

CATEGORY DATA

Table 38 Sales of Surface Care by Category: Value 2012-2017
Table 39 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 40 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 41 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 42 NBO Company Shares of Surface Care: % Value 2013-2017
Table 43 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 44 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 45 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 46 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 47 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Denmark

HEADLINES

PROSPECTS

Extension of Klorin to toilet care

Removing the chore from cleaning shapes innovation

Eco-labelling more visible but not necessarily value-adding

COMPETITIVE LANDSCAPE

Unilever is the leading player

Green brands marginalised

CATEGORY DATA

Table 48 Sales of Toilet Care by Category: Value 2012-2017
Table 49 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 50 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 51 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 52 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 53 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

Dishwashing in Denmark

HEADLINES

PROSPECTS

Sustainability drives innovation and value

Differentiation through packaging

Private label uses social media to build loyalty

COMPETITIVE LANDSCAPE

Private label holds a strong value share

Reckitt Benckiser maintains its leadership

CATEGORY INDICATORS

Table 54 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 55 Sales of Dishwashing by Category: Value 2012-2017
Table 56 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 57 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 58 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 59 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 60 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Laundry Care in Denmark

HEADLINES

PROSPECTS

Packaging colour signals positioning while clear label trend takes hold

Eco-labels unnecessary for bottom-line results

Improved formulations and fragrance provide short-term gains

COMPETITIVE LANDSCAPE

Unilever leads

Internet retailing makes inroads

CATEGORY INDICATORS

Table 61 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 62 Sales of Laundry Care by Category: Value 2012-2017
Table 63 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 64 Sales of Laundry Aids by Category: Value 2012-2017
Table 65 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 66 Sales of Laundry Detergents by Category: Value 2012-2017
Table 67 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 68 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 69 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 70 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 71 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 72 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 73 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 74 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 75 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Denmark

New Report Guarantee

Executive Summary

New Report Guarantee

Value growth in a price-competitive landscape

Drive for compaction

Parallel imports

Retailer concentration supportive for development and expansion of private label

Promotion-driven competitive landscape

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Denmark

EXECUTIVE SUMMARY

Value growth in a price-competitive landscape

Drive for compaction

Parallel imports

Retailer concentration supportive for development and expansion of private label

Promotion-driven competitive landscape

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Denmark

HEADLINES

PROSPECTS

High incidence of allergy and asthma inhibits growth

Innovation lifts unit price levels

Fragrance becomes more complex and diverse

COMPETITIVE LANDSCAPE

Reckitt Benckiser leads a concentrated landscape

New entrants discouraged

CATEGORY DATA

Bleach in Denmark

HEADLINES

PROSPECTS

Outdated image hurts value sales

Absence of innovation gives a bleak outlook

Competition from substitute products

COMPETITIVE LANDSCAPE

Colgate-Palmolive dominates the competitive landscape

Private label populates the budget space

CATEGORY DATA

Home Insecticides in Denmark

HEADLINES

PROSPECTS

Seasonality helps unit price growth

Concerns dampen the magnitude of growth rates

COMPETITIVE LANDSCAPE

Bayer is the clear value sales leader

Private label’s share weakens

Sales polarised between standard and economy alternatives

CATEGORY DATA

Polishes in Denmark

HEADLINES

PROSPECTS

Demand weakens

Importance of personal appearance maintains shoe polish growth

Unit price growth expected

COMPETITIVE LANDSCAPE

A comprehensive product offering gives Sterling leadership

Increasingly consolidated competitive environment

CATEGORY DATA

Surface Care in Denmark

HEADLINES

PROSPECTS

Time is a commodity

Growing use of natural ingredients

COMPETITIVE LANDSCAPE

Colgate-Palmolive leads

Reckitt Benckiser increases its value share

Social media increases recognition and value share

CATEGORY DATA

Toilet Care in Denmark

HEADLINES

PROSPECTS