Home Care in the Netherlands

Home Care in the Netherlands

EXECUTIVE SUMMARY

Value sales of home care positive again in 2018

Internet retailing makes value share gains as consumers order products online

Unilever Nederland continues to grow faster than its competitors

New products and reformulations focused on premiumisation in 2018

Home care value sales expected to be positive but promotions limit growth

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 the Netherlands

HEADLINES

PROSPECTS

Air care registers slight growth as consumers look for scents to freshen their homes

Candle air fresheners and liquid air fresheners revive air care with new products

Internet retail sales of air care increase in 2018

COMPETITIVE LANDSCAPE

Procter & Gamble Nederland retains leading position ahead of SC Johnson Benelux

Unilever Nederland enters air care within liquid air fresheners

Small companies make roadway in air care

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 the Netherlands

HEADLINES

PROSPECTS

Environmental concerns affect volume sales of bleach

Consumers substitute bleach with other cleaning products

Average unit price of bleach increases slightly in 2018

COMPETITIVE LANDSCAPE

Unilever Nederland still dominates bleach in the Netherlands in 2018

Private label makes slight value gains in 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 the Netherlands

HEADLINES

PROSPECTS

Increasing dishwasher penetration boosts volume sales of dishwashing

Average unit price of dishwashing increases despite promotions

Internet retailing growing in dishwashing

COMPETITIVE LANDSCAPE

Unilever Nederland maintains its leading position in dishwashing in 2018

Reckitt Benckiser Nederland bounces back thanks to promotions whilst BlueSun Holding registers limited value growth

Private label player Lidl grows the fastest in dishwashing

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 the Netherlands

HEADLINES

PROSPECTS

Warm, long summer boosts volume sales of home insecticides in 2018

Alternative products limit the use of home insecticides in the Netherlands

Average unit price of home insecticides increases in 2018

COMPETITIVE LANDSCAPE

Henkel Nederland retains leading position in home insecticides just ahead of Vemedia

HG International continues to grow in home insecticides, albeit at a slower rate

AS Watson (Health & Beauty Benelux) maintains its value share in home insecticides

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 the Netherlands

HEADLINES

PROSPECTS

Value sales increase in laundry care but volume is under pressure

Price promotions intensify but average prices increase slightly due to product developments

Internet retailing in laundry care grows the fastest in 2018

COMPETITIVE LANDSCAPE

Unilever Nederland retains leading position in laundry care

Henkel Nederland and Reckitt Benckiser Nederland also enjoy value growth

Private label under pressure from established brands

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 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in the Netherlands

HEADLINES

PROSPECTS

Use of polyester/plastic materials adversely affects volume sales of polishes

Consumers generally want to spend less time cleaning

Other non-HC grocery retailers are important channels for polishes

COMPETITIVE LANDSCAPE

SC Johnson Benelux retains its leading position in polishes

Bruynzeel Home Products and PPG Coatings Nederland grow from a niche

Brands and private label exit the polishes arena and there is no inspiration for new products

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in the Netherlands

HEADLINES

PROSPECTS

Surface care still registers modest value sales in 2018 but volumes are under pressure

Room-specific surface cleaners outperform multipurpose cleaners

Wooden floors trend drives volume sales of floor cleaners

COMPETITIVE LANDSCAPE

Colgate-Palmolive Nederland retains leading position in surface care in 2018

Unilever Nederland battles it out with Reckitt Benckiser for the second position

Eco brands grow but struggle to make inroads

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in the Netherlands

HEADLINES

PROSPECTS

Toilet care registers increase in volume sales as hygiene and convenience remains important

In-cistern devices become obsolete in the Netherlands

Promotions put value sales of toilet care under pressure

COMPETITIVE LANDSCAPE

Bolton Nederland retains its leading position in toilet care in the Netherlands

Eco brands struggle to make inroads in toilet care

Unilever Nederland becomes more competitive in toilet care whilst Henkel Nederland loses value share

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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