Executive Summary

Feb 2019
Home care value still depleting in 2018

2018 was yet another year of value erosion for French home care. On the one hand, categories such as laundry care, dishwashing and surface care are already into their volume maturity phases.

Evolving consumption patterns limit demand

Among the diverse factors negatively affecting home care product lines, perhaps the two most important in 2018 were the surge in demand for traditional-vintage ingredients, namely white vinegar, Marseilles and black soap, sodium bicarbonate and citric acid, and the uptrend in DIY alternatives. While these trends were at emerging stages in previous years, they have become more significant, to the point that the demand for these loose ingredients is surging, consumers are readily considering and adopting recipes for DIY alternatives and manufacturers are actively changing their product formulas to integrate them.

Green players outperform conventional ones

In declining home care, ecological manufacturers are still growing and gaining share – they largely outperform conventional manufacturers. The three most important green players – Novamex SA, Werner & Mertz France SA and Swania SAS – captured bullish year-on value progression rates in 2018 while the five biggest traditional home care players all saw their value sales contract.

Innovations fail to add expected value

Compared to previous years, the pace of new product development in 2018 seemed to slow down in home care. At product level, novelties launched in 2018 were either retaliations to other innovations or simple add-ons to an existing offer.

Maturity and changing paradigms expected

Over the forecast period, maturity and saturation will remain the biggest challenges for the home care industry. In volume terms, categories such as laundry care and surface care already have a saturated demand level with little room for organic growth.

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Home Care in France

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in France 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 France, our research will save you time and money while empowering you to make informed, profitable decisions.

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The Home Care in France 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 France?
  • What are the major brands in France?
  • 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 France?

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 France

EXECUTIVE SUMMARY

Home care value still depleting in 2018
Evolving consumption patterns limit demand
Green players outperform conventional ones
Innovations fail to add expected value
Maturity and changing paradigms expected

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

DEFINITIONS

SOURCES

Summary 1 Research Sources

Air Care in France

HEADLINES

PROSPECTS

Consumers increasingly scrutinise product content
Best prospects are for car air fresheners
Premiumisation, innovation and naturalness expected to limit value erosion

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its leadership despite a sales decline
Procter & Gamble’s communication campaign alleviates decline
Local brands benefit from a demand shift and patriotic consumers

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 France

HEADLINES

PROSPECTS

Health and wellness fears impede demand
Emergence of chlorine-free alternatives

COMPETITIVE LANDSCAPE

Sanytol’s non-chlorine disinfectant indirectly appropriates value
Brands marketing bleach with oxygenated process capture growth
Other players divest away from bleach

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 France

HEADLINES

PROSPECTS

Super-promoted dishwashing tablets erode value potential
Versatile/all-in-one detergents hinder dishwashing additives
Hand dishwashing faces saturation

COMPETITIVE LANDSCAPE

Growth expected only for green brands
Big four manufacturers see an overall share decline
SC Johnson steps into dishwashing detergents

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 France

HEADLINES

PROSPECTS

Warmer climatic conditions and new species maintain dynamism in home insecticides
Upcoming French legislation to restrict off-the-shelf listings
DIY crawls into home insecticides

COMPETITIVE LANDSCAPE

Kapo is the fastest growing brand
Henkel launches the first connected electric insecticide
Newell may cede Mapa Spontex

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 France

HEADLINES

PROSPECTS

Further concentration/compaction seen in saturated laundry care
DIY and other alternatives set to hinder demand further
Innovation may mitigate value contraction

COMPETITIVE LANDSCAPE

Green companies still outperform traditional ones
Unilever faces a challenging local environment
Henkel loses ground but maintains overall headship

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 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018
Table 46 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 47 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 48 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 49 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 50 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 52 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in France

HEADLINES

PROSPECTS

Evolving consumer lifestyles and patterns hinder demand
Floor and furniture polish may potentially recover
Key players maintain investment in modern shoe polishes

COMPETITIVE LANDSCAPE

Brunel’s brand Starwax gains value share
Swania maintains its leadership thanks to its historic brands
Private label progresses thanks to revamped packaging

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2013-2018
Table 55 Sales of Polishes by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Polishes: % Value 2014-2018
Table 57 LBN Brand Shares of Polishes: % Value 2015-2018
Table 58 Forecast Sales of Polishes by Category: Value 2018-2023
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in France

HEADLINES

PROSPECTS

Premium cleaning systems and the sanitising trend are on the rise
A return to specific products is likely
Innovation is the best strategy for growth

COMPETITIVE LANDSCAPE

Swania diversifies successfully and increases its value share of surface care
Procter & Gamble sustains its leadership
New brands enter surface care

CATEGORY DATA

Table 60 Sales of Surface Care by Category: Value 2013-2018
Table 61 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 64 NBO Company Shares of Surface Care: % Value 2014-2018
Table 65 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 68 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in France

HEADLINES

PROSPECTS

Boom in rim blocks is insufficient to offset the decline in other types of toilet care
Green and ecological brands expected to rekindle momentum
In-cistern devices regains some interest

COMPETITIVE LANDSCAPE

Harpic leverages novelties and consolidates its leadership
Green brands invest in toilet care
Private label continues to lose ground

CATEGORY DATA

Table 70 Sales of Toilet Care by Category: Value 2013-2018
Table 71 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 72 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 73 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 74 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023