Home Care in the Netherlands

Home Care in the Netherlands

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 the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Lockdown reduces need to change and wash clothes daily, although heightened health and hygiene concerns sustain demand

Consumers turn back to higher temperatures to ensure as thorough washes as possible in light of higher hygiene awareness

Consumers continue to use fabric softeners to ensure pleasant and clean clothes and ambience during lockdown

RECOVERY AND OPPORTUNITIES

Slow return to normalcy set to limit overall growth potential, although robust hygiene awareness trend offers bright spots

Search for added-value, convenience and sustainability predicted to favour liquid and tablet products over powders

Slow return to the office expected to limit growth potential in spot and stain removers

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 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

More frequent dishwashing as lockdown increases at-home meal consumption occasions and fosters a home cooking and baking trend

Convenience and waste concerns continue to favour tablets, while hand dishwashing rebounds due to time and economy considerations

The top branded players leverage price promotions and e-commerce availability to make gains from private label

RECOVERY AND OPPORTUNITIES

Slow return to normal daily activities expected to maintain demand growth for dishwashing

Demand for efficient and added-value products to favour the tablet over the powder format

Hand dishwashing retains currency as a time- and energy-saving option

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Heightened hygiene and sanitisation concerns and greater wear and tear on surfaces lead to dramatic increase in use of surface care products

Convenience formats, disinfectants and versatile and cost-effective products prove popular with hygiene-conscious consumers

Reckitt Benckiser reaps the benefits of strong promotion and activity in high-performing categories to close the gap on the leader

RECOVERY AND OPPORTUNITIES

Lingering threat of COVID-19 and a robust hygiene awareness trend expected to offer further growth potential in the forecast period

Greater tendency to wipe down and clean heavily touched or used surfaces is predicted to boost the performance of impregnated wet wipes

Companies set to focus on offering superior disinfectant and hygiene properties to attract the attention of a more sophisticated consumer base

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Bleach arrests sales decline as Coronavirus (COVID-19) increases demand for highly aggressive disinfectants and cleaners

Sales rebound as the urgent need to disinfect homes overrides some health reservations over bleach

Glorix benefits as consumers turn to familiar brands to offer a hygienic response to COVID-19

RECOVERY AND OPPORTUNITIES

Stockpiling and reduced threat of COVID-19 set to slow the performance of bleach in the forecast period

Bleach faces threat from shift back to alternative home care products and rising interest in natural solutions and sustainability

The COVID-19 experience may lead to the development of portable formats to allay hygiene fears outside the home

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Home seclusion increases the at-home use of toilets and necessitates more frequent cleaning routines

The convenience of specialist products continues to win over consumers

Bolton and Unilever benefit as consumers look for familiar brand names, although heightened demand also creates space for smaller brands

RECOVERY AND OPPORTUNITIES

Higher hygiene awareness increases the appeal of specialist toilet care products

Stabilisation is expected in the short term as consumers return to normal daily activities and exhaust existing stock

Manufacturers set to focus on hygiene positioning and added-value attributes to gain sales

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Home seclusion increases time for floor and furniture maintenance jobs, but reduces the need to wear or polish shoes

Longer-term changes in preferences in materials for floors, furniture and shoes continue to limit potential in polishes

SC Johnson remains a strong leader although an absence from more dynamic floor polish leaves space for rivals to fill during COVID-19

RECOVERY AND OPPORTUNITIES

The outlook for polishes is negative as consumers focus on hygiene rather than polishing

Players set to rely more on brand recognition and availability than innovation in a declining category

Manufacturers may look to add some dynamism by producing products that fit with the changing preferences in materials

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Air care sees a strong upturn in growth in 2020 as lockdown spikes the demand for products to maintain a fresh and pleasant home environment

Spring 2020 lockdown boosts the demand for air care outside of traditional peak periods

Bolsius steals a march with a new sustainable range of candle and liquid air fresheners

RECOVERY AND OPPORTUNITIES

The slow return to normality and heightened interest in a fresh and pleasant ambience are set to sustain positive, if slower, growth

The association of air fresheners with pollutants is predicted to limit growth potential

The emergence of Unilever and Bolsius adds dynamism to air care and offers encouragement for potential new entrants

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 64 NBO Company Shares of Air Care: % Value 2016-2020
Table 65 LBN Brand Shares of Air Care: % Value 2017-2020
Table 66 Forecast Sales of Air Care by Category: Value 2020-2025
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Warm and dry summer stimulates higher demand for home insecticides

Rising health and environmental concerns lead to growing interest in alternative products

Consumer turn to familiar, trusted and available brands reduces threat from smaller players during the pandemic

RECOVERY AND OPPORTUNITIES

Warmer seasons and growing health and environmental concerns set to drive the development of home insecticides

Consumers to look to prevention methods to reduce reliance on chemicals and insect problems

Anticipated rise in the mosquito population offers sustained demand potential for convenient electric insecticides

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2015-2020
Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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