Procter & Gamble Co, The in Home Care

Company Profile

About This Report

Apr 2018

Emerging from a period in which it has undergone a significant shift in its strategic focus, the world’s leading home care player, Procter & Gamble, faces a notable increase in competition as major rivals target ever-diminishing areas of growth potential through acquisition and innovation. This profile analyses the key challenges arising from the company’s own strategic direction and the activity of its main competitors, as well as examining opportunities for expansion.

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Procter & Gamble Co, The in Home Care

Euromonitor International's report on Procter & Gamble Co, The delivers a detailed strategic analysis of the company's business, examining its performance in the Toilet Care market and the global economy.

Company and market share data provide a detailed look at the financial position of Procter & Gamble Co, The, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Procter & Gamble Co, The.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Procter & Gamble Co, The provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Toilet Care research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the Report


Strategic Evaluation

Restructuring for category and profit focus: P&G ready to grow again
Senior management team touching on laundry and home care
Facing stark choices: share and rank sacrificed for profit
Financial performance in 2017
P&G’s strategy and values: moving on after the reorganisation
P&G’s “10 Category” business unit focus strategy
P&G’s 2020 vision and targets (elements affecting home care)
SWOT: The Procter & Gamble Co
Strategic challenges and objectives

Competitive Positioning

P&G achieves global value growth, but outpaced by rivals
P&G sees share decline, as Unilever and SC Johnson gain ground
Movement up top, as leaders grow in significance

This scatter plot shows

Henkel and private label threaten in the US, Unilever in China
Henkel goes toe-to-toe; the rest of top five grow away from P&G’s footprint
Overlap hints at Unilever’s emerging market focus
2017 overlap growth/decline segments: P&G vs Unilever
For context: P&G’s top 20 areas, with Unilever overlap
Eco credentials are potentially Unilever’s back door into the US
Henkel goes head-to-head following the Sun Products acquisition
2017 overlap growth/decline segments: P&G vs Henkel
For context: P&G’s top 20 areas, with Henkel overlap
Private label surface care rising in the US

Market Assessment

P&G is expanding into Asia Pacific, but is still strongly US-dependent
Protecting P&G’s No.1 spot needs more focus on emerging regions
P&G within the largest markets for home care
Significant bias towards laundry care
Strength in depth in the largest home care categories

Laundry Care

Laundry care size within home care in 2017
Laundry care product types by region in 2017
World: P&G in decline, under attack, implementing new strategies
Even US laundry care share growth cannot prevent global decline
P&G’s key product launches
P&G’s key product launches
P&G trials a form of passive (anticipatory) retail in the US
Asia Pacific (33% of global value): Unilever extends its lead, rivals coming from below
Asia Pacific: key products and status (detergents and softeners)
Western Europe (19%): losing ground to Henkel and Unilever
Western Europe: key product launches and P&G’s status
North America (18%): Henkel main rival following Sun acquisition
North America: key products and status (detergents and softeners)
North America: key products and status (liquid tabs and scent boosters)
North America: new laundry business model tests
Latin America (13%): 10 points behind Unilever
Latin America: key products and status (detergents and softeners)
Latin America: key products and status (standard powder detergents)
Middle East & Africa (9%): Henkel challenges for #2
Eastern Europe (6%): competition from Henkel/private label
Eastern Europe: key product launches and P&G’s status
Australasia (1%): trace presence only; visible in other HC categories

Other Categories

Non-laundry categories split by region 2017 (with forecast CAGRs)
World: P&G in decline, out of position for both products and regions
Home care categories (beyond laundry) are dropping share
P&G’s key product launches
North America (24%): unchanging market shares within categories
Asia Pacific (29%): not present in depth
Western Europe (23%): variable performance across categories
Latin America (15%): primarily reliant on dishwashing
Middle East and Africa (7%): air care dynamism helps drive up share
Eastern Europe (6%): continued decline in hand dishwashing
Australasia (1%): region is dominated by Reckitt Benckiser

Brand Strategy

Profit improvement and pressure on advertising spend
Driving industry performance levels in programmatic advertising buying
Advertising to “mom”: the recurring theme of recent campaigns
The necessary role of sampling, while reducing promotional spend
P&G’s consolidating brand portfolio in home care
Tide/Ariel dual global strategy


Stability and unity needed to stay the course

Appendix: Competitor Analytics

Competitor Analytics tool
Market Overlap
Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models

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