Home Care in Spain

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

---