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Country Report

Home Care in

Home Care in Spain

58 pages, Feb 2018

US$2,650

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Executive Summary

New Report Guarantee

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

Average unit price rises, demographic and lifestyle trends influence market

After years of negative value growth, 2017 marked the first time that home care managed to register a slight increase in value sales. Volume sales were for the most part still in decline, but to a lesser extent compared to the 2016 performance.

Home insecticides register strongest growth

Challenging consumer trends together with maturity of sales in various categories combined to suppress growth potential of home care in recent years. Slight unit price growth did not help value performance much, only contributing to value sales slightly increasing rather than continuing to decline.

Private label loses competitiveness

The Spanish home care competitive landscape is highly concentrated, and in 2017 dominated by the five leading brands in terms of value share. Between the top players, the dominance of large multinational manufacturers, such as Procter & Gamble, Reckitt Benckiser and Henkel is broken only by the presence of the largest Spanish grocery retailer, Mercadona.

Eco products increase in availability through traditional grocery retailers

Eco products grew rapidly in Spain towards 2017. Bio detergents are increasingly present in every supermarket yet most purchases pass through the online channel.

Multi-purpose products and premiumisation will drive future sales

As consumers, especially the younger generation, dedicate less and less time to the home care tasks, volume sales will remain stable thanks to the positive performance expected from categories such as home insecticides, air care, and dishwashing. Growth of dishwashing machines is expected to remain high in Spain, driving dishwashing sales.

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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 Spain 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 Spain, 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 Spain for free:

The Home Care in Spain 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 Spain?
What are the major brands in Spain?
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 Spain?

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 Spain

EXECUTIVE SUMMARY

Average unit price rises, demographic and lifestyle trends influence market

Home insecticides register strongest growth

Private label loses competitiveness

Eco products increase in availability through traditional grocery retailers

Multi-purpose products and premiumisation will drive future sales

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 Spain

HEADLINES

PROSPECTS

Home scenting to boost wellness

Scented candles and liquid wicks drive growth

Innovation maintains high demand for electric air fresheners

COMPETITIVE LANDSCAPE

Multinational companies dominate competitive landscape

New local manufacturers emerge

Cristalinas launches innovative car air freshener

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 Spain

HEADLINES

PROSPECTS

Affordability maintains stable demand for bleach in Spain

Spain has highest bleach use globally, due to trust in its disinfecting properties

Economic improvements may cause consumers to trade up

COMPETITIVE LANDSCAPE

Growing purchasing power boosts brands’ performance

Private label loses terrain but remains strong

Eco trends question bleach usage

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

Dishwashing in Spain

HEADLINES

PROSPECTS

Dishwashing tablets drive return to positive growth

Consumers move towards gel automatic tablets

Dishwashing machines gain popularity in the country

COMPETITIVE LANDSCAPE

Strong competition at the top

Bio formulations drive innovation

Private label struggles to gain ground

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Spain

HEADLINES

PROSPECTS

Higher temperatures stimulate demand

Electric insecticides most popular in Spain

Discounters and internet retailing see gains

COMPETITIVE LANDSCAPE

Two players account for bulk of sales

Private label continue to expand

Safety and use drive innovation

CATEGORY DATA

Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Spain

HEADLINES

PROSPECTS

Laundry care sales stagnate

Laundry aids suffer competition from 2-in-1 detergents

Demand for fabric softeners maintained

COMPETITIVE LANDSCAPE

Mercadona’s laundry care products most popular among Spaniards

Need to reduce water consumptions drives innovation

New fragrances and packaging to stimulate sales

CATEGORY INDICATORS

Table 39 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2012-2017
Table 47 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 48 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 49 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 50 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 51 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 52 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 53 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Spain

HEADLINES

PROSPECTS

Youngest generations less interested in deep cleaning

Home décor trends affect sales of metal polishes

Popularity of sports footwear reduces need for shoe polishes

COMPETITIVE LANDSCAPE

Fragmentation defines polishes’ competitive landscape

Private label struggles within specialised products

Environmentally-friendly solutions drive innovation

CATEGORY DATA

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

Surface Care in Spain

HEADLINES

PROSPECTS

Positive value growth returns in 2017, quitagrasas particularly popular

Trigger sprays make cleaning faster and easier

Home wipes unpopular among Spaniards

COMPETITIVE LANDSCAPE

Fragmentation prevails within surface care

Gruppo Sodalis enters Spain

Private label dominates wipes sales

CATEGORY DATA

Table 61 Sales of Surface Care by Category: Value 2012-2017
Table 62 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 65 NBO Company Shares of Surface Care: % Value 2013-2017
Table 66 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 67 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 68 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 69 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Spain

HEADLINES

PROSPECTS

Slight value growth as consumers concentrate on fewer products

Rim liquids remain stable

Internet retailing increases its importance

COMPETITIVE LANDSCAPE

Bref WC introduces new product variations

Pato the leading toilet care brand

Spaniards increasingly spend time in bathrooms

CATEGORY DATA

Table 71 Sales of Toilet Care by Category: Value 2012-2017
Table 72 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 73 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 74 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 75 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Spain

New Report Guarantee

Executive Summary

New Report Guarantee

Average unit price rises, demographic and lifestyle trends influence market

Home insecticides register strongest growth

Private label loses competitiveness

Eco products increase in availability through traditional grocery retailers

Multi-purpose products and premiumisation will drive future sales

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Spain

EXECUTIVE SUMMARY

Average unit price rises, demographic and lifestyle trends influence market

Home insecticides register strongest growth

Private label loses competitiveness

Eco products increase in availability through traditional grocery retailers

Multi-purpose products and premiumisation will drive future sales

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Spain

HEADLINES

PROSPECTS

Home scenting to boost wellness

Scented candles and liquid wicks drive growth

Innovation maintains high demand for electric air fresheners

COMPETITIVE LANDSCAPE

Multinational companies dominate competitive landscape

New local manufacturers emerge

Cristalinas launches innovative car air freshener

CATEGORY DATA

Bleach in Spain

HEADLINES

PROSPECTS

Affordability maintains stable demand for bleach in Spain

Spain has highest bleach use globally, due to trust in its disinfecting properties

Economic improvements may cause consumers to trade up

COMPETITIVE LANDSCAPE

Growing purchasing power boosts brands’ performance

Private label loses terrain but remains strong

Eco trends question bleach usage

CATEGORY DATA

Dishwashing in Spain

HEADLINES

PROSPECTS

Dishwashing tablets drive return to positive growth

Consumers move towards gel automatic tablets

Dishwashing machines gain popularity in the country

COMPETITIVE LANDSCAPE

Strong competition at the top

Bio formulations drive innovation

Private label struggles to gain ground

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Spain

HEADLINES

PROSPECTS

Higher temperatures stimulate demand

Electric insecticides most popular in Spain

Discounters and internet retailing see gains

COMPETITIVE LANDSCAPE

Two players account for bulk of sales

Private label continue to expand

Safety and use drive innovation

CATEGORY DATA

Laundry Care in Spain

HEADLINES

PROSPECTS

Laundry care sales stagnate

Laundry aids suffer competition from 2-in-1 detergents

Demand for fabric softeners maintained

COMPETITIVE LANDSCAPE

Mercadona’s laundry care products most popular among Spaniards