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Country Report

Laundry Care in

Laundry Care in Spain

Feb 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Liquid detergents cannibalises laundry care’s demand

The positive evolution of laundry care in current value terms in 2018 was mainly driven by the strong growth registered by concentrated liquid detergents, and the emergence of liquid tablet detergents. Consumers are increasingly concentrating their laundry care purchases on this product, reducing purchases of other laundry care products, leading to the decline in volume terms of overall laundry care.

Premiumisation and specific features of all-in-one detergents

Manufacturers invested in the development of concentrated liquid detergents that already incorporate other products, such as softeners, stain removers or ironing aids, jeopardising sales. This was a similar situation to liquid tablet detergents, which despite their still low participation, registered the strongest value growth in 2018.

New products to add dynamism to value sales

The popularisation of all-in-one liquid or gel detergents determined the negative performance in volume terms of fabric softeners and laundry aids. Nevertheless, this highlights the emergence of a new kind of product in the Spanish landscape, that of scent booster with the main manufacturers launching their products.

COMPETITIVE LANDSCAPE

Strong competition amongst leading players

The competitive landscape of laundry care remained stable in 2018 with the three leading players maintaining their positions despite fierce competition from smaller players. Mercadona’s private label, Bosque Verde, enjoys a high reputation amongst local consumers due to its affordable prices and the good performance of the detergents.

Portfolios reorganised to compete

In general, laundry care in Spain is characterised by a large number of players, which in order to compete and better position their brands, opted to reorganise their product portfolios. Manufacturers focused on their most valuable products while withdrawing from other categories.

Liquid detergents offers innovation

Considering the increasing share of liquid detergents, manufacturers concentrated most of their new launches and advertising campaigns on two formats; liquids and tablets. Main brands such as Ariel and Dixan extended their portfolios by introducing new fragrances or the integration of additives such as those for easy ironing, additives that allow the user to avoid having to separate coloured clothing or added softener or spots removers to the detergent.

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Laundry Care Market Sample Report Laundry Care Market 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 Laundry Care industry in Spain 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 Laundry Care industry in Spain, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry Care in Spain 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 Laundry Care in Spain?
What are the major brands in Spain?
What is the performance of concentrated liquid detergents?
What are the main new products developments in the laundry aids area?

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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Laundry Care in Spain - Category analysis

HEADLINES

PROSPECTS

Liquid detergents cannibalises laundry care’s demand

Premiumisation and specific features of all-in-one detergents

New products to add dynamism to value sales

COMPETITIVE LANDSCAPE

Strong competition amongst leading players

Portfolios reorganised to compete

Liquid detergents offers innovation

CATEGORY INDICATORS

Table 1 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 2 Sales of Laundry Care by Category: Value 2013-2018
Table 3 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 4 Sales of Laundry Aids by Category: Value 2013-2018
Table 5 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 6 Sales of Laundry Detergents by Category: Value 2013-2018
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 8 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018
Table 9 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 10 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 11 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 12 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 13 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 14 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 15 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 16 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Home Care in Spain - Industry Overview

EXECUTIVE SUMMARY

Premiumisation and new products favour value sales

Home insecticides and toilet care record strongest performances

Four manufacturers dominate

New products and new categories

Fewer products purchased but of higher specific value

MARKET INDICATORS

Table 17 Households 2013-2018

MARKET DATA

Table 18 Sales of Home Care by Category: Value 2013-2018
Table 19 Sales of Home Care by Category: % Value Growth 2013-2018
Table 20 NBO Company Shares of Home Care: % Value 2014-2018
Table 21 LBN Brand Shares of Home Care: % Value 2015-2018
Table 22 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 23 Distribution of Home Care by Format: % Value 2013-2018
Table 24 Distribution of Home Care by Format and Category: % Value 2018
Table 25 Forecast Sales of Home Care by Category: Value 2018-2023
Table 26 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Megatrends

Country Report

Laundry Care in Spain

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Executive Summary

New Report Guarantee

PROSPECTS

Liquid detergents cannibalises laundry care’s demand

Premiumisation and specific features of all-in-one detergents

New products to add dynamism to value sales

COMPETITIVE LANDSCAPE

Strong competition amongst leading players

Portfolios reorganised to compete

Liquid detergents offers innovation

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Laundry Care in Spain - Category analysis

HEADLINES

PROSPECTS

Liquid detergents cannibalises laundry care’s demand

Premiumisation and specific features of all-in-one detergents

New products to add dynamism to value sales

COMPETITIVE LANDSCAPE

Strong competition amongst leading players

Portfolios reorganised to compete

Liquid detergents offers innovation

CATEGORY INDICATORS

CATEGORY DATA

Home Care in Spain - Industry Overview

EXECUTIVE SUMMARY

Premiumisation and new products favour value sales

Home insecticides and toilet care record strongest performances

Four manufacturers dominate

New products and new categories

Fewer products purchased but of higher specific value

MARKET INDICATORS

MARKET DATA

SOURCES

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