Home Care Review: The Strategic Implications of a Recessionary Global Market

Introduction

Scope

Key findings

Global Snapshot

Emerging markets are a lifeline of growth for home care

Laundry soaks up five out of every US$10 spent on home care

Home care on the cusp of an emerging market tipping point

Margins increasingly squeezed in weak developed markets

Emerging market investment needs to look beyond the BRICs

A global industry landscape of maturity versus opportunity

Riskier second tier emerging markets present attractive returns

Key factors driving global home care

The corporate leaders in home care

The billionaire brands

Private label is over-dependent on developed markets

Private label needs to be more innovative in its segmentation

The traditional sector has to be nurtured in emerging markets

Emerging Market Analysis

Emerging market exposure by leading home care companies

Case studies: Emerging Asia

New laundry care culture drives growth in Emerging Asia

China

China’s eastern coastal cities drive demand

India

North India is the key consumption base, the northeast lags behind

Case studies: Latin America

Dishwashing is growing from a low base in Latin America

Brazil

Mexico

Venezuela

Argentina

Case studies: Eastern Europe

Toilet care is a key niche growth story in Eastern Europe

Russia

Ukraine

Case study: Middle East and Africa

Growth prospects in the Middle East and Africa are under threat

South Africa

Category Analysis

Laundry care boosted by strong washing machine penetration

Category disparities between developed and emerging markets

Laundry detergents dominate, but margins are getting squeezed

Turkey is a big opportunity for laundry and dishwashing investment

Home Care Prospects

Home care on course for a critical emerging market tipping point

The challenge is to develop multiple emerging market positions

Laundry care will continue to drive the majority of new business

Second tier emerging market hot spots

Summary 1 issues relating to key second tier emerging markets

Forecast brand movers and shakers to 2015

Report Definitions

Definitions

---