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Country Report

Home Care in

Home Care in the Netherlands

57 pages, Feb 2018

US$2,650

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Executive Summary

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Home care records healthy growth again in 2017

Home care recorded healthy growth again in the Netherlands in 2017 supported by the prevailing positive economic conditions. Both volume and value increased, with value growing at a faster rate due to the increase in inflation in 2017 and consumers’ switch to high-value products.

Convenience driving sales of high-value products

Due to the positive economic conditions, consumers’ disposable incomes have also increased slightly and along with the convenience factor this is driving sales in high-value products. In difficult economic times, consumers put off buying what they deem non-essential items and look for low to mid-priced brands, but in 2017, there was more interest in convenient products, evidenced in laundry care.

Eco brands push through but still remain insignificant in home care

Eco companies pushed through in home care, representing some of the fastest growing companies in 2017 due to product introductions and widening their distribution networks. Some of the companies actively promoting their products were Ecover NV and Method pbc.

Reformulations and new entrants common within new product developments

In 2017, key new product developments in the Netherlands were mainly focused on revised formulas, refreshed packaging and major brands also availing new products in already existing categories. Liquid tablet detergents saw many new entries as brands and private label also introduced their own products.

Home care set to grow over the forecast period

Home care is expected to record positive performance in both volume and value terms over the forecast period. As a mature market, key trends driving volume growth are related to demographic changes mainly with an expected increase in households due to single households.

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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 Netherlands 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 Netherlands, 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 Netherlands for free:

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

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 the Netherlands

EXECUTIVE SUMMARY

Home care records healthy growth again in 2017

Convenience driving sales of high-value products

Eco brands push through but still remain insignificant in home care

Reformulations and new entrants common within new product developments

Home care set to grow over the forecast period

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 the Netherlands

HEADLINES

PROSPECTS

Modest sales as consumers view products as unnecessary and old fashioned

Candle air fresheners the most dynamic in air care

Average unit prices remain stable in 2017

COMPETITIVE LANDSCAPE

Procter & Gamble leads air care, closely followed by SC Johnson

Reckitt Benckiser gains share as it improves its Air Wick brand

Bolsius share increases as company introduces varied air care

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 the Netherlands

HEADLINES

PROSPECTS

Changing cleaning habits affect sales of bleach

Environmentally-conscious consumers also affect sales of bleach

Average unit price of bleach increases slightly in 2017

COMPETITIVE LANDSCAPE

Unilever Nederland BV dominates bleach in the Netherlands

Private label gains value share from Unilever Nederland

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 the Netherlands

HEADLINES

PROSPECTS

Dishwashing continues to benefit from increasing dishwasher penetration

Powder and liquid/gel automatic dishwashing tablets dominant in the Netherlands

Average unit prices increase slightly in 2017

COMPETITIVE LANDSCAPE

Unilever Nederland BV maintains leading position despite private label growth

BlueSun Holding Co closes gap to Unilever

Eco brands still small in dishwashing

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 the Netherlands

HEADLINES

PROSPECTS

Erratic summer and autumn drives sales in home insecticides

Consumers seek convenience in home insecticides

Average unit prices increase in 2017

COMPETITIVE LANDSCAPE

Henkel Nederland leads highly concentrated home insecticides

HG International gains share due to focus on specific insect problems

Private label player AS Watson loses share in highly competitive category

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 the Netherlands

HEADLINES

PROSPECTS

Manufacturers push for value-added products benefits value sales

Average unit prices increase in 2017

Other subcategories within laundry care on the verge of obsolescence

COMPETITIVE LANDSCAPE

Unilever Nederland BV defends position despite tough competitive environment

Mixed performance within private label in laundry care

Eco brands push through but remain niche

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 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in the Netherlands

HEADLINES

PROSPECTS

Change of materials has negative effect on use of polishes

Average prices increase as there is limited promotion

COMPETITIVE LANDSCAPE

SC Johnson Benelux BV leads polishes

Niche player HG International BV grows in polishes as other brands exit

Private label loses share to brands in polishes

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2012-2017
Table 55 Sales of Polishes by Category: % Value Growth 2012-2017
Table 56 NBO Company Shares of Polishes: % Value 2013-2017
Table 57 LBN Brand Shares of Polishes: % Value 2014-2017
Table 58 Forecast Sales of Polishes by Category: Value 2017-2022
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in the Netherlands

HEADLINES

PROSPECTS

Consumers interested in convenience and easy-to-use products

Hard floors trend continues to benefit floor cleaners in 2017

Average unit prices driven by value-added products

COMPETITIVE LANDSCAPE

Colgate-Palmolive Nederland BV leads ahead of Unilever and Reckitt Benckiser

Private label gains share in surface care

Eco brands enter surface care

CATEGORY DATA

Table 60 Sales of Surface Care by Category: Value 2012-2017
Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 64 NBO Company Shares of Surface Care: % Value 2013-2017
Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 68 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in the Netherlands

HEADLINES

PROSPECTS

Hygiene and convenience most important factors in toilet care

Mature toilet liquids still records positive growth

Promotions constrain unit price growth in toilet care

COMPETITIVE LANDSCAPE

Bolton Nederland BV’s WC-Eend remains largest brand in toilet care

Henkel Nederland and Procter & Gamble lose share

Eco brands present in toilet care but share remains insignificant

CATEGORY DATA

Table 70 Sales of Toilet Care by Category: Value 2012-2017
Table 71 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 72 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 73 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 74 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in the Netherlands

New Report Guarantee

Executive Summary

New Report Guarantee

Home care records healthy growth again in 2017

Convenience driving sales of high-value products

Eco brands push through but still remain insignificant in home care

Reformulations and new entrants common within new product developments

Home care set to grow over the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in the Netherlands

EXECUTIVE SUMMARY

Home care records healthy growth again in 2017

Convenience driving sales of high-value products

Eco brands push through but still remain insignificant in home care

Reformulations and new entrants common within new product developments

Home care set to grow over the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in the Netherlands

HEADLINES

PROSPECTS

Modest sales as consumers view products as unnecessary and old fashioned

Candle air fresheners the most dynamic in air care

Average unit prices remain stable in 2017

COMPETITIVE LANDSCAPE

Procter & Gamble leads air care, closely followed by SC Johnson

Reckitt Benckiser gains share as it improves its Air Wick brand

Bolsius share increases as company introduces varied air care

CATEGORY DATA

Bleach in the Netherlands

HEADLINES

PROSPECTS

Changing cleaning habits affect sales of bleach

Environmentally-conscious consumers also affect sales of bleach

Average unit price of bleach increases slightly in 2017

COMPETITIVE LANDSCAPE

Unilever Nederland BV dominates bleach in the Netherlands

Private label gains value share from Unilever Nederland

CATEGORY DATA

Dishwashing in the Netherlands

HEADLINES

PROSPECTS

Dishwashing continues to benefit from increasing dishwasher penetration

Powder and liquid/gel automatic dishwashing tablets dominant in the Netherlands

Average unit prices increase slightly in 2017

COMPETITIVE LANDSCAPE

Unilever Nederland BV maintains leading position despite private label growth

BlueSun Holding Co closes gap to Unilever

Eco brands still small in dishwashing

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in the Netherlands

HEADLINES

PROSPECTS

Erratic summer and autumn drives sales in home insecticides

Consumers seek convenience in home insecticides

Average unit prices increase in 2017

COMPETITIVE LANDSCAPE

Henkel Nederland leads highly concentrated home insecticides

HG International gains share due to focus on specific insect problems

Private label player AS Watson loses share in highly competitive category

CATEGORY DATA

Laundry Care in the Netherlands

HEADLINES

PROSPECTS

Manufacturers push for value-added products benefits value sales

Average unit prices increase in 2017

Other subcategories within laundry care on the verge of obsolescence

COMPETITIVE LANDSCAPE

Unilever Nederland BV defends position despite tough competitive environment

Mixed performance within private label in laundry care