Home Care in Spain

February 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Spain, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Spain report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Spain?
  • Which are the leading brands in Home Care in Spain?
  • How are products distributed in Home Care in Spain?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Spain

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Spain

KEY DATA FINDINGS

2020 IMPACT

Laundry care producers quick to react to consumer need to sanitise clothes
Consumers are switching to concentrated liquid detergents
Procter & Gamble is top of the laundry care pile

RECOVERY AND OPPORTUNITIES

Low but steady volume sales growth expected
Solid performance anticipated from convenient liquid tablet detergents
Scent boosters and laundry sanitiser show producer attempts to add value

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2015-2020 Table 19 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 23 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 24 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 25 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Spain

KEY DATA FINDINGS

2020 IMPACT

Dishwashing returns to growth in 2020 as dishes pile up during lockdown
Automatic dishwashing closing the gap on hand dishwashing
Multinationals collectively dominate sales but private label is strong too

RECOVERY AND OPPORTUNITIES

Category set to normalise in 2021 but demand likely to remain at higher level than pre-crisis
Tablets to keep driving automatic dishwashing
Dishwasher cleaners offer potential as tablets cannibalise additives category

CATEGORY INDICATORS

Table 27 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 28 Sales of Dishwashing by Category: Value 2015-2020 Table 29 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 30 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 31 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 32 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Spain

KEY DATA FINDINGS

2020 IMPACT

Disinfectants in much greater demand within surface care, though sales gains are limited by bleach category
More Spaniards take multi-purpose approach to surface care
Private label holds highest share but branded competition is strengthening

RECOVERY AND OPPORTUNITIES

Further gains projected for surface care as sanitation drive to persist
Value sales to benefit from higher-end ranges as disposable incomes recover
All purpose cleaning wipes to continue its strong performance

CATEGORY DATA

Table 34 Sales of Surface Care by Category: Value 2015-2020 Table 35 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 38 NBO Company Shares of Surface Care: % Value 2016-2020 Table 39 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 42 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Spain

KEY DATA FINDINGS

2020 IMPACT

Volume sales growth accelerates rapidly in bleach as consumers stockpile
Older demographics are traditional drivers of bleach sales
Private label increases its already high share

RECOVERY AND OPPORTUNITIES

Strong performance to continue until COVID-19 threat subsides
Younger generations likely to push bleach out of favour over time
Wide range of use for bleach supports sales

CATEGORY DATA

Table 44 Sales of Bleach: Value 2015-2020 Table 45 Sales of Bleach: % Value Growth 2015-2020 Table 46 NBO Company Shares of Bleach: % Value 2016-2020 Table 47 LBN Brand Shares of Bleach: % Value 2017-2020 Table 48 Forecast Sales of Bleach: Value 2020-2025 Table 49 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Spain

KEY DATA FINDINGS

2020 IMPACT

Meticulous hygiene standards sought for toilets as pandemic hits Spain
Toilet care already a consumer priority before health crisis
Multinationals amass the most sales in toilet care

RECOVERY AND OPPORTUNITIES

Demand likely to cool though strong emphasis on disinfection will remain
Rim blocks to make further steady gains
Older, pricier toilet care categories to lose further ground

CATEGORY DATA

Table 50 Sales of Toilet Care by Category: Value 2015-2020 Table 51 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 52 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 53 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 54 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Spain

KEY DATA FINDINGS

2020 IMPACT

Decrease in sales accelerates as consumers prioritise disinfecting
Value sales growth more likely through higher-quality polishes as consumption drops
Multinationals shine but private label still amasses sizeable share

RECOVERY AND OPPORTUNITIES

Further challenges predicted as disinfection will keep holding sway over consumers
Floor and furniture polishes to be further marginalised
Higher prices to gloss over volume sales fall in shoe polish

CATEGORY DATA

Table 56 Sales of Polishes by Category: Value 2015-2020 Table 57 Sales of Polishes by Category: % Value Growth 2015-2020 Table 58 NBO Company Shares of Polishes: % Value 2016-2020 Table 59 LBN Brand Shares of Polishes: % Value 2017-2020 Table 60 Forecast Sales of Polishes by Category: Value 2020-2025 Table 61 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Spain

KEY DATA FINDINGS

2020 IMPACT

Air care blows cold then hot in 2020
More than half of air care categories are performing positively
Private label drives overall sales but multinationals pose strong competition

RECOVERY AND OPPORTUNITIES

Further sales growth on the horizon, with potential for specific sanitary air care
Another liquid performance expected thanks to mikado trend
More modern air care solutions leaving low growth prospects for gel and electric

CATEGORY DATA

Table 62 Sales of Air Care by Category: Value 2015-2020 Table 63 Sales of Air Care by Category: % Value Growth 2015-2020 Table 64 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 65 NBO Company Shares of Air Care: % Value 2016-2020 Table 66 LBN Brand Shares of Air Care: % Value 2017-2020 Table 67 Forecast Sales of Air Care by Category: Value 2020-2025 Table 68 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Spain

KEY DATA FINDINGS

2020 IMPACT

COVID-19 exacerbates growth in insect population
Spain offers fertile ground for home insecticides
Competition intensifying as category potential deepens

RECOVERY AND OPPORTUNITIES

Volume sales poised for further growth as more sizzling temperatures expected
Health-friendly and green products increasingly opted for
EU biocidal regulation to contribute to higher prices

CATEGORY DATA

Table 69 Sales of Home Insecticides by Category: Value 2015-2020 Table 70 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 72 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 73 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 74 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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This report originates from Passport, our Home Care research and analysis database.

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