Home Care in Denmark

Home Care in Denmark

EXECUTIVE SUMMARY

Sustainability a major topic in home care in 2019, while price remains key

Allergy and asthma awareness continues to improve

Consumers reward brands which care for the environment

Several manufacturers place 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 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Care in Denmark

HEADLINES

PROSPECTS

Concerns about unnecessary chemicals result in declines in multiple categories

Natural air care products offer a growth opportunity

Drive towards multi-functionality to offer value for money

COMPETITIVE LANDSCAPE

Reckitt Benckiser Nordic extends its lead

Private label weak in air care

Poor outlook makes the category unattractive for new entrants

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2014-2019
Table 12 Sales of Air Care by Category: % Value Growth 2014-2019
Table 13 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 14 NBO Company Shares of Air Care: % Value 2015-2019
Table 15 LBN Brand Shares of Air Care: % Value 2016-2019
Table 16 Forecast Sales of Air Care by Category: Value 2019-2024
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Bleach in Denmark

HEADLINES

PROSPECTS

Bleach remains popular despite its poor prospects

Environmental concerns to lead to declines in usage

Consumers begin to switch to more environmentally-friendly alternatives

COMPETITIVE LANDSCAPE

Colgate-Palmolive extends its lead

Strong share for private label

No discernible innovation in bleach

CATEGORY DATA

Table 18 Sales of Bleach: Value 2014-2019
Table 19 Sales of Bleach: % Value Growth 2014-2019
Table 20 NBO Company Shares of Bleach: % Value 2015-2019
Table 21 LBN Brand Shares of Bleach: % Value 2016-2019
Table 22 Forecast Sales of Bleach: Value 2019-2024
Table 23 Forecast Sales of Bleach: % Value Growth 2019-2024

Dishwashing in Denmark

HEADLINES

PROSPECTS

Brands increasingly collaborate with dishwasher manufacturers

Sustainability a hot topic

Clear preference for automatic dishwasher tablets

COMPETITIVE LANDSCAPE

Innovation from Fairy

Vel extends its lead in hand dishwashing

Private label extends its lead

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2014-2019
Table 26 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 27 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 28 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 29 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Home Insecticides in Denmark

HEADLINES

PROSPECTS

Consumer desire to avoid unnecessary chemicals offers an opportunity for more natural ingredients

Desire for high air quality in the home to limit growth

Seasonal and weather dependent sales for home insecticides

COMPETITIVE LANDSCAPE

SBM Life Science remains the leading player

ECOstyle increases its share

Matas continues to lose share

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2014-2019
Table 32 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 34 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 35 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 36 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

Laundry Care in Denmark

HEADLINES

PROSPECTS

Sustainability a hot topic

Multi-functionality increasingly important

Fabric softeners continues to suffer from health/environmental concerns

COMPETITIVE LANDSCAPE

Unilever Danmark retains its strong lead

Vanish dominates spot and stain removers

Good share for private label

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2014-2019
Table 40 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 41 Sales of Laundry Aids by Category: Value 2014-2019
Table 42 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 43 Sales of Laundry Detergents by Category: Value 2014-2019
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 46 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 47 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 48 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 49 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 51 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Polishes in Denmark

HEADLINES

PROSPECTS

Multi-functional home care products increasingly replace polishes

Changing interior designs hamper the growth of furniture polish

Lack of innovation contributes to the lacklustre performance

COMPETITIVE LANDSCAPE

Sterling Polish Co extends its lead

Weak product dynamics benefit well-established players

Weak presence of private label not expected to change

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2014-2019
Table 54 Sales of Polishes by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Polishes: % Value 2015-2019
Table 56 LBN Brand Shares of Polishes: % Value 2016-2019
Table 57 Forecast Sales of Polishes by Category: Value 2019-2024
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Surface Care in Denmark

HEADLINES

PROSPECTS

Consumers increasingly demanding more natural products

Wipes remains somewhat of a novelty

Increasing preference for multi-purpose cleaners

COMPETITIVE LANDSCAPE

Reckitt Benckiser Nordic continues to grow its share

Private label strong in surface care

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2014-2019
Table 60 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 63 NBO Company Shares of Surface Care: % Value 2015-2019
Table 64 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 67 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Toilet Care in Denmark

HEADLINES

PROSPECTS

New product launches claim greater efficacy

Environmental concerns among consumers are increasingly being met by manufacturers

Multi-functionality promises value for money

COMPETITIVE LANDSCAPE

Unilever Danmark remains the leading player

Eco Clean Nordic gains ground with its green products

Private label increases its share in 2019

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2014-2019
Table 70 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 71 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 72 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 73 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

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