Executive Summary

Feb 2019
Changing consumer preferences forcing producers towards a paradigm shift

Consumer demand for more natural products has been rising over the last couple of years and continued to grow in importance in 2018. However, demand for better education about chemicals is now also being seen in home care.

Reducing the use of unnecessary chemicals in Danish homes grows in importance

Reducing the amount of unnecessary chemicals in Danish homes has been a key recommendation from various bodies, including the Danish Ministry of Environment and different voices in the Danish media. In addition, many have been underlining the fact that free-from fragrance and generally more natural products are better for both people and the environment.

Consumers reward brands which care for the environment

It was noticeable that in 2018 brands with a greener image enjoyed stronger consumer trust. At the same time, with the increasing popularity of more natural products, chemicals were increasingly being viewed negatively.

Several manufacturers putting sustainability at the heart of their new product development

In 2018, several manufacturers put more natural products and sustainability at the heart of their new product development activities. However, one interesting observation is worth highlighting.

Natural claims to lose their USP by the end of the forecast period

Today, natural claims count as a unique selling point, showing a brand cares about sustainability and protecting the environment. The natural trend in home care has just started to take off but resonates perfectly with other areas of life in Denmark.

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Home Care in Denmark

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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.

Home Care in Denmark

EXECUTIVE SUMMARY

Changing consumer preferences forcing producers towards a paradigm shift
Reducing the use of unnecessary chemicals in Danish homes grows in importance
Consumers reward brands which care for the environment
Several manufacturers putting sustainability at the heart of their new product development
Natural claims to lose their USP by the end of the forecast period

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Denmark

HEADLINES

PROSPECTS

Concerns about unnecessary chemicals resulting in declines in multiple categories
Natural air care products offer a growth opportunity
Car air fresheners records stable volume sales

COMPETITIVE LANDSCAPE

Yngve Niklasson dominates car air fresheners
Reckitt Benckiser Nordic dominates the wider category
Poor outlook makes the category unattractive for new entrants

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Denmark

HEADLINES

PROSPECTS

Negative media attention adversely impacts value and volume sales
Lack of product innovation undermines growth
Bleach remains popular despite its poor prospects

COMPETITIVE LANDSCAPE

Colgate-Palmolive continues to dominate sales
Private label dominates the lower price segment
Borup Kemi maintains its position

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Denmark

HEADLINES

PROSPECTS

Increasing popularity of convenience foods undermining category growth
Hand dishwashing records marginal current value growth
Increasing demand for natural products

COMPETITIVE LANDSCAPE

Domestic manufacturer Eco Clean Nordic gains share
Reckitt Benckiser Nordic remains the clear category leader
Private label gains share in 2018

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Denmark

HEADLINES

PROSPECTS

Record heat during the summer boosts sales in most categories
Consumers face a dilemma
Electric insecticides fit well with the chemical-free trend

COMPETITIVE LANDSCAPE

SBM Développement remains the leading player
Rise and fall of private label in electric insecticides
Ecostyle to increase its presence

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Denmark

HEADLINES

PROSPECTS

Increasing washing machine sales underpin growth in laundry care
Powder or liquid?
Use of fabric softeners becomes a common topic

COMPETITIVE LANDSCAPE

Unilever Danmark remains the clear category leader
New player Eco Clean Nordic expected to further grow its sales
Private label set to further gain share

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Denmark

HEADLINES

PROSPECTS

Hectic lifestyles and convenience trend undermine the growth of polishes
Changing interior designs hamper the growth of furniture polish
Unit price growth helps to support value sales

COMPETITIVE LANDSCAPE

Sterling Polish remains the leading player
Category suffering from maturity and a lack of innovation
Weak presence of private label not expected to change

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Denmark

HEADLINES

PROSPECTS

Consumers increasingly demanding more natural products
Recommendation drives consumer self-education
Health and safety in production facilities likely to grow in importance

COMPETITIVE LANDSCAPE

Eco Clean Nordic benefits from increasing interest in natural products
Colgate-Palmolive continues to lose share but remains category leader
Reckitt Benckiser Nordic increases its value share

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Denmark

HEADLINES

PROSPECTS

ITBs suffering from move away from unnecessary chemicals
Increasing popularity of toilet care tablets

COMPETITIVE LANDSCAPE

Unilever Danmark remains the leading player
Green brands are gaining ground but still command low volume sales
Private label increases its share in 2018

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023