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About this report
 
Mintel’s latest findings reveal that the market of fabric care products in Spain is established and mature. However as private label retailers introduce “follow up” economy priced alternatives, leading brand owning manufacturers use regularly new product variations.
 

 
Their shares’ development is very cyclical relying on introductions of new product variations or private label alternatives. Henkel Iberica and Procter and Gamble Espana were at their peaks in 2004, leaving behind Unilever Espana and Reckitt and Benckiser.
 

 
Using the latest consumer research, market size data and trend analysis, this report provides vital new insight into the current state of the market and its prospects, investigating its drivers, segmentation and sales forecasts.
 

 
Mintel’s findings offer you a unique way of understanding consumer trends and the attitudes of the market’s key target audiences, enabling you to tailor your marketing to real demand, both tactically and strategically. Use Mintel’s research to avoid market pitfalls, discover sector opportunities, identify growth potential and achieve the best possible results.
 

 
Should you wish to order more than one market report, please call us to discuss potential multiple-purchase discounts.
 

 
`` Clothes Washing Detergents in Spain`` is part of ``Clothes Detergents in Europe``, a Consumer Goods Intelligence title. Should you wish to order more than one market report from with the title, please call the Mintel Information Team to discuss potential multiple-purchase discounts.
 

 

Contents
 

 
Introduction
 

 
Definitions
 
Abbreviations
 
Executive Summary
 
Added-value products generating value growth
 
Mature market
 
Liquids offer greater convenience over regular powders
 
Larger outlets with greater choice and low prices gain sales
 
Own-label gains in a commodity market
 
Suppliers need to remain innovative
 
Own-label share exceeding one fifth of value sales
 
Product penetration at saturation point
 
Market Drivers
 
Population growth and rising birth rate increase demand for clothes-washing products
 
Figure 1: Trends in Spanish population, by age, 1999-2003
 
Economic growth benefits added-value products
 
Figure 2: Trends in personal disposable income, consumer expenditure and GDP, at current prices, 1998-2003
 
Rising female employment challenges traditional gender roles
 
Figure 3: Trends in Spanish employment, by gender, 1998-2003
 
Average household size generally declining
 
Figure 4: Trends in number of Spanish households, by size, 1998-2002
 
Laundry appliance ownership
 
Figure 5: Ownership of laundry appliances, by country, 2004
 
Figure 6: Ownership of washing machines, by presence of children and household size, 2004
 
Market Size and Trends
 
Figure 7: Spanish retail value sales of clothes-washing products, at current and constant prices, 1999-2004
 
Sales by sector
 
Figure 8: Spanish retail value sales of clothes-washing products, by type, 1999-2004
 
Figure 9: Spanish retail value sales of clothes-washing products, by type, 2004
 
Market Segmentation
 
Laundry detergents
 
Figure 10: Spanish retail value sales of laundry detergents, at current and constant prices, 1999-2004
 
Figure 11: Spanish retail value sales of laundry detergents, by type, 2002-04
 
Laundry and ironing aids
 
Figure 12: Spanish retail value sales of laundry and ironing aids, at current and constant prices, 1999-2004
 
Figure 13: Spanish retail value sales of laundry and ironing aids, by type, 2002-04
 
Ancillary products
 
Figure 14: Spanish retail value sales of ancillary products*, at current and constant prices, 1999-2004
 
Figure 15: Spanish retail value sales of ancillary products, by type, 2002-04
 
Distribution
 
Figure 16: Spanish retail value sales of clothes-washing products, by outlet type, 2002-04
 
Hypermarkets
 
Supermarkets
 
Discounters
 
Figure 17: Number of food retail outlets in Spain, by type, 2000-03
 
Drugstores
 
Figure 18: Major health & beauty retailers in Spain, by number of outlets, 2003
 
The Supply Structure
 
Manufacturers’ shares
 
Figure 19: Manufacturers’ retail value shares of clothes-washing products, 2002-04
 
Laundry detergents
 
Figure 20: Brands’ retail value shares of laundry detergents, 2002-04
 
Laundry and ironing aids
 
Figure 21: Brands’ value shares of laundry and ironing aids, 2002-04
 
Ancillary products
 
Figure 22: Brands’ value shares of ancillary products, 2002-04
 
Companies and brands
 
Henkel Ibérica, SA
 
Reckitt Benckiser España, SL
 
Procter & Gamble España, SA
 
Unilever España, SA
 
New Product Development
 

 
Laundry detergents
 
Fabric conditioners
 
Ancillary products
 
New product launches, 2004
 
The Consumer
 

 
Pan-European comparison of product use
 
Figure 23: Penetration of washing powders/tablets, by country, 2004
 
Figure 24: Penetration of washing liquids for fabrics, by country, 2004
 
Figure 25: Penetration of fabric conditioners and stain removers, by country, 2004
 
Figure 26: Use of clothes-washing products, by country, 2004
 
Penetration of clothes-washing products in Spain
 
Figure 27: Penetration of clothes-washing products, by type, by gender and age, 2004
 
Figure 28: Penetration of clothes-washing products, by type, by income and working status, 2004
 
Figure 29: Penetration of clothes washing detergents, by type, by region, 2004
 
Figure 30: Penetration of clothes-washing products, by type, by presence of children and household size, 2004
 
Frequency of using clothes-washing products
 
Washing powder
 
Figure 31: Frequency of using washing powder, by country, 2004
 
Figure 32: Penetration and frequency of using washing powder, by gender and age, 2004
 
Figure 33: Penetration and frequency of using washing powder, by income and working status, 2004
 
Figure 34: Penetration and frequency of using washing powder, by region, 2004
 
Figure 35: Penetration and frequency of using washing powder, by presence of children and household size, 2004
 
Washing tablets
 
Figure 36: Frequency of using washing tablets, by country, 2004
 
Figure 37: Penetration and frequency of using washing tablets, by gender and age, 2004
 
Figure 38: Penetration and frequency of using washing tablets, by income and working status, 2004
 
Figure 39: Penetration and frequency of using washing tablets, by region, 2004
 
Figure 40: Penetration and frequency of using washing tablets, by presence of children and household size, 2004
 
Washing liquids
 
Figure 41: Frequency of using washing liquids, by country, 2004
 
Figure 42: Penetration and frequency of using washing liquids for fabrics, by gender and age, 2004
 
Figure 43: Penetration and frequency of using washing liquids for fabrics, by income and working status, 2004
 
Figure 44: Penetration and frequency of using washing liquids for fabrics, by region, 2004
 
Figure 45: Penetration and frequency of using washing liquids for fabrics, by presence of children and household size, 2004
 
Fabric conditioners
 
Figure 46: Frequency of using fabric conditioners, by country, 2004
 
Figure 47: Penetration and frequency of using fabric conditioners, by gender and age, 2004
 
Figure 48: Penetration and frequency of using fabric conditioners, by income and working status, 2004
 
Figure 49: Penetration and frequency of using fabric conditioners, by region, 2004
 
Figure 50: Penetration and frequency of using fabric conditioners, by presence of children and household size, 2004
 
Stain removers
 
Figure 51: Frequency of using stain removers, by country, 2004
 
Figure 52: Penetration and frequency of using stain removers, by gender and age, 2004
 
Figure 53: Penetration and frequency of using stain removers, by income and working status, 2004
 
Figure 54: Penetration and frequency of using stain removers, by region, 2004
 
Figure 55: Penetration and frequency of using stain removers, by presence of children and household size, 2004
 
Attitudes towards clothes washing
 
Figure 56: Attitudes towards new products and brands, by clothes-washing product users, 2004
 
Figure 57: Further attitudes towards shopping, by clothes-washing product users, 2004
 
Prospects
 
Mature market with little prospect for growth of the consumer base
 
Maturity of the market means growth for more ‘modern’ formulas
 
Creating new demands
 
Forecast
 
Spinning less fast
 
Figure 58: Forecast for retail sales of clothes-washing products, at current prices, 2004-09
 
Still some growth
 
Still potential in the core market…
 
…but less so in others
 
Figure 59: Forecast for retail sales of clothes-washing products, at 2004 prices, 2004-09
 
Incomes allow adding of value
 
Slightly different target groups according to sector