Unilever Group in Home Care

Scope of the Report

Scope

Executive summary

State of Play

Top companies at a glance

Unilever’s global footprint

Laundry care is the growth engine behind Unilever’s success

The m ajority of growth derives from market momentum

Exposure to Future Growth

The growing middle-class in Asia Pacific is set to drive value growth

Top companies are expected to defend their position in the market

Competitive Positioning

Three of the top five companies see their market shares decline

Unilever’s biggest competitors are Procter & Gamble and Henkel

Key categories and markets

Key brands

Company Strategy

Unilever’s commitment to sustainability

Acquisition of Seventh Generation adds to “green” expertise

Acquisition of The Laundress – home care goes premium

Growing investment in eco-friendly product portfolio

Targeting consumer demand for both convenience and sustainability

Laundry Care

Asia Pacific most important to Unilever’s laundry care business

Standard detergents important in developing markets

Broad product variety within laundry aids globally

Biggest future growth areas found in emerging markets

Unilever expands direct-to-consumer efforts into laundry care

Dishwashing

Expansion into North America through acquisition of Seventh Generation

Automatic dishwashing tablets are the main contributor to revenue

Hand dishwashing has the highest growth potential

Unilever’s laundry brand Omo moves into dishwashing

Surface Care

Western Europe is Unilever’s main surface care market

Indonesian market set to grow most dynamically

Toilet Care

The vast majority of Unilever’s toilet care sales are in Europe

Only limited growth potential in toilet care

Domestos’s “Cleaner Toilets, Brighter Futures” programme

Key Findings

Executive summary

Appendix

Projected company s ales – FAQs (1)

Projected company s ales – FAQs (2)

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