Home Care in the Netherlands

Home Care in the Netherlands

EXECUTIVE SUMMARY

Home care continues to see stable growth in 2019

Convenience, efficacy, fragrance and extra benefits attract consumers

Unilever Nederland continues to see sales growth, but is challenged by small players

New products and reformulations focus on the environment

Home care expected to increase, but promotions will limit value growth

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Care in the Netherlands

HEADLINES

PROSPECTS

Air care registers growth as consumers look to freshen their homes

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

Internet retailing increases in air care towards the end of the review period

COMPETITIVE LANDSCAPE

Procter & Gamble Nederland retains its lead, ahead of SC Johnson Benelux

Small companies make headway in air care

New product developments

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2014-2019
Table 12 Sales of Air Care by Category: % Value Growth 2014-2019
Table 13 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 14 NBO Company Shares of Air Care: % Value 2015-2019
Table 15 LBN Brand Shares of Air Care: % Value 2016-2019
Table 16 Forecast Sales of Air Care by Category: Value 2019-2024
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

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 due to inflation and VAT increase

COMPETITIVE LANDSCAPE

Unilever Nederland still dominates bleach, but sees a share decline

Private label also declines, at the expense of “others”

Players attempt to differentiate their brands

CATEGORY DATA

Table 18 Sales of Bleach: Value 2014-2019
Table 19 Sales of Bleach: % Value Growth 2014-2019
Table 20 NBO Company Shares of Bleach: % Value 2015-2019
Table 21 LBN Brand Shares of Bleach: % Value 2016-2019
Table 22 Forecast Sales of Bleach: Value 2019-2024
Table 23 Forecast Sales of Bleach: % Value Growth 2019-2024

Dishwashing in the Netherlands

HEADLINES

PROSPECTS

Increasing dishwasher penetration boosts volume sales

Average unit price increases in dishwashing, despite promotions

Internet retailing grows within dishwashing

COMPETITIVE LANDSCAPE

Unilever Nederland maintains its lead in dishwashing with its Sun brand

Reckitt Benckiser sees sales growth thanks to promotions and launches

The growth of smaller brands challenges the leaders and private label

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2014-2019
Table 26 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 27 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 28 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 29 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Home Insecticides in the Netherlands

HEADLINES

PROSPECTS

Static volume sales of home insecticides

Alternative products limit the use of home insecticides in the Netherlands

Strong average unit price increase for home insecticides

COMPETITIVE LANDSCAPE

Henkel Nederland retains its lead, ahead of Vemedia

HG International continues to grow in home insecticides

AS Watson (Health & Beauty Benelux) remains strong in home insecticides

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2014-2019
Table 32 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 34 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 35 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 36 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

Laundry Care in the Netherlands

HEADLINES

PROSPECTS

Value sales increase, but volume sales remain under pressure

Despite price promotions, unit prices increase slightly

Multifunctional products likely to be increasingly popular

COMPETITIVE LANDSCAPE

Unilever Nederland retains its lead in laundry care

Continued consolidation due to efficacy of A-brands

Private label under pressure from established brands

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2014-2019
Table 40 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 41 Sales of Laundry Aids by Category: Value 2014-2019
Table 42 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 43 Sales of Laundry Detergents by Category: Value 2014-2019
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 46 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 47 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 48 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 49 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 51 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Polishes in the Netherlands

HEADLINES

PROSPECTS

Use of different materials adversely affects volume sales of polishes

Consumers generally want to spend less time cleaning

Other HC non-grocery retailers is an important channel for polishes

COMPETITIVE LANDSCAPE

SC Johnson Benelux retains its lead but sees a share decline

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

More specific products and the move to wipes

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2014-2019
Table 54 Sales of Polishes by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Polishes: % Value 2015-2019
Table 56 LBN Brand Shares of Polishes: % Value 2016-2019
Table 57 Forecast Sales of Polishes by Category: Value 2019-2024
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Surface Care in the Netherlands

HEADLINES

PROSPECTS

Value growth but volume decline as consumers purchase high-value products

Room- and task-specific surface cleaners outperform multi-purpose cleaners

Consumers look for more than just basic functions

COMPETITIVE LANDSCAPE

Colgate-Palmolive Nederland retains its lead in surface care with Ajax

Unilever Nederland battles it out with Reckitt Benckiser for second position

Product launches containing fewer chemical ingredients and better cleaning

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2014-2019
Table 60 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 63 NBO Company Shares of Surface Care: % Value 2015-2019
Table 64 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 67 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Toilet Care in the Netherlands

HEADLINES

PROSPECTS

Demand for hygiene and convenience leads to growth for toilet care

In-cistern devices are becoming obsolete in the Netherlands

Promotions put value sales of toilet care under pressure

COMPETITIVE LANDSCAPE

Bolton Nederland retains its lead in toilet care due to a wide presence

Eco brands struggle to make inroads in toilet care

New product developments aim to contribute to growth in the forecast period

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2014-2019
Table 70 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 71 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 72 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 73 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

---