About this report
 
European Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.
 

 
They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused towards genuine demand and real opportunity.
 

 
By the end of 2003, over 35 fmcg sector titles will be available, ranging from 'Beer' and 'Snack Foods' to 'Haircare' and 'Fabric Care'. Every title includes five, market-specific reports, investigating that sector in France, Germany, Italy, Spain and the UK.
 

 
Each report contains comprehensive analysis into:
 

 
Market sizes
 
Market trends
 
Leading manufacturers
 
Consumer trends
 
Sales forecasts
 
This unique level of coverage ensure that your R&D, category management and marketing teams have both an holistic understanding of the sector and a valuable insight into local sector trends and consumer habits. This research is relevant at any level of the decision making process, whether it be the initial developmental stages or the later brand building exercises.
 

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

 

Contents
 

 
Introduction
 

 
Definitions
 
Consumer research
 
Abbreviations
 
Executive Summary
 
High usage of cleaning products
 
Consumers seek value-for-money
 
‘Super-power’ cleaners boost sales
 
Multinationals still dominate
 
New products save time and add value
 
Hard discount sales increase
 
High usage of household cleaners
 
Future is added value
 
Market Drivers
 
Scope for growth…?
 
Figure 1: Usage of household cleaning products, by country, 2004
 
Children bring the dirt home
 
Figure 2: Trends in French population, by age, 2000-05
 
Figure 3: Trends in French population, by age, 2000-09
 
More smaller households
 
Figure 4: Trends in number of households in France, by size, 2000-05
 
Figure 5: Trends in one-person households in France, 2000-05
 
More working women, less time for cleaning…
 
Figure 6: Trends in French employment, 1998-2003
 
Figure 7: Time devoted to cleaning, by gender and working status, 2004
 
…but more cash for cleaning
 
Figure 8: Trends in French PDI, consumer expenditure and GDP, at current prices, 2000-05
 
Regulatory environment
 
Market Size and Trends
 
Figure 9: French retail value sales of household cleaning products, at current and constant prices, 2000-05
 
Figure 10: French retail value sales of household cleaning products, by type, 2000-05
 
Market Segmentation
 
Figure 11: Growth rates in French retail value sales of household cleaning products, by type, 2003-05
 
All-purpose and specialist cleaners
 
Figure 12: French retail value sales of all-purpose and specialist cleaners, at current and constant prices, 2000-05
 
Figure 13: French retail value sales of all-purpose and specialist cleaners, by type, 2003-05
 
Toilet care
 
Figure 14: French retail value sales of toilet care, at current and constant prices, 2000-05
 
Figure 15: French retail value sales of toilet care, by type, 2003-05
 
Polishes
 
Figure 16: French retail value sales of polishes, at current and constant prices, 2000-05
 
Figure 17: French retail value sales of polishes, by type, 2003-05
 
Bleaches
 
Figure 18: French retail value sales of bleach, at current and constant prices, 2000-05
 
Floor and window cleaners
 
Figure 19: French retail value sales of floor and window cleaners, at current and constant prices, 2000-05
 
Figure 20: French retail value sales of floor and window cleaners, by type, 2003-05
 
Figure 21: French retail value sales of window cleaners, at current and constant prices, 2000-05
 
Distribution
 
Figure 22: French retail value sales of household cleaning products, by outlet type, 2003-05
 
Trading base
 
Figure 23: Number of French retail outlets, 1998-2003
 
Figure 24: Number of French hypermarkets, supermarkets and discounters, by number and size, 1998-2003
 
Figure 25: Major French retailers of food and daily goods, by number of outlets, 2003-04
 
The Supply Structure
 
Manufacturers’ shares
 
All-purpose and specialist cleaners
 
Figure 26: Manufacturers’ retail value shares of all-purpose and specialist cleaning products, 2003-05
 
Figure 27: Brands’ value shares of all-purpose and specialist cleaners, 2003-05
 
Companies and brands
 
Colgate-Palmolive France, SA
 
Procter & Gamble France, SA
 
Lever Fabergé France, SA
 
Reckitt Benckiser France, SA
 
Henkel France, SA
 
Eau Ecarlate, SA
 
La Johnson Française, SA
 
Bolton Solitaire, SA
 
Werner & Mertz France, SA
 
New Product Development
 

 
New product launches 2004-05
 
Figure 28: Comparison of new product launches, by country, 12 months to June 2005
 
The Consumer
 

 
Time spent cleaning
 
Figure 29: Time spent on cleaning, by gender, age, income and working status, 2004
 
Paid help?
 
Figure 30: Use of paid help, by country, 2004
 
Pan-European overview of product use
 
Figure 31: Usage of household cleaning products, by country, 2004
 
Penetration and frequency of using cleaning products in France
 
Trends in cleaning product use
 
Figure 32: Use of household cleaning products, 2002-04
 
Household cleaners
 
Figure 33: Frequency of using household cleaners, 2002-04
 
Figure 34: Types of household cleaner used most often, 2002-04
 
Furniture polish
 
Figure 35: Frequency of using furniture polish and dusters, 2002-04
 
Figure 36: Types of furniture polish used most often, 2002-04
 
Floor polish
 
Figure 37: Frequency of using floor polish, 2002-04
 
Bleach
 
Figure 38: Frequency of using bleach, 2002-04
 
Lavatory cleaners
 
Figure 39: Frequency of using lavatory cleaners, 2002-04
 
Figure 40: Types of lavatory cleaner used most often, 2002-04
 
Flush treatments
 
Figure 41: Frequency of using lavatory flush treatments (blocks every 3 months), 2002-04
 
Figure 42: Types of flush treatment lavatory product used most often, 2002-04
 
The Consumer – Attitudes towards cleaning
 
Figure 43: Attitudes towards household cleaning, 2002-04
 
Quality
 
Figure 44: Attitudes towards quality goods, by use of cleaning products, 2004
 
Purchasing decisions
 
Figure 45: Attitudes towards purchasing, by use of cleaning products, 2004
 
Brands
 
Figure 46: Attitudes towards brands, by use of cleaning products, 2004
 
Advertising
 
Figure 47: Attitudes towards advertising, by use of cleaning products, 2004
 
Price
 
Figure 48: Attitudes towards price, by use of cleaning products, 2004
 
Environmental concern
 
Figure 49: Attitudes towards the environment, by use of cleaning products, 2004
 
The Consumer – Detailed Demographics
 

 
Household cleaners
 
Figure 50: Penetration and frequency of using household cleaners, by gender and age, 2004
 
Figure 51: Penetration and frequency of using household cleaners, by income and working status, 2004
 
Figure 52: Penetration and frequency of using household cleaners, by region, 2004
 
Figure 53: Penetration and frequency of using household cleaners, by presence of children and household size, 2004
 
Furniture polish and dusters
 
Figure 54: Penetration and frequency of using furniture polish and dusters, by gender and age, 2004
 
Figure 55: Penetration and frequency of using furniture polish and dusters, by income and working status, 2004
 
Figure 56: Penetration and frequency of using furniture polish and dusters, by region, 2004
 
Figure 57: Penetration and frequency of using furniture polish and dusters, by presence of children and household size, 2004
 
Floor polishes
 
Figure 58: Penetration and frequency of using floor polishes, by gender and age, 2004
 
Figure 59: Penetration and frequency of using floor polishes, by income and working status, 2004
 
Figure 60: Penetration and frequency of using floor polishes, by region, 2004
 
Figure 61: Penetration and frequency of using floor polishes, by presence of children and household size, 2004
 
Domestic bleaches
 
Figure 62: Penetration and frequency of using domestic bleaches, by gender and age, 2004
 
Figure 63: Penetration and frequency of using domestic bleaches, by income and working status, 2004
 
Figure 64: Penetration and frequency of using domestic bleaches, by region, 2004
 
Figure 65: Penetration and frequency of using domestic bleaches, by presence of children and household size, 2004
 
Lavatory cleaners
 
Figure 66: Penetration and frequency of using lavatory cleaners, by gender and age, 2004
 
Figure 67: Penetration and frequency of using lavatory cleaners, by income and working status, 2004
 
Figure 68: Penetration and frequency of using lavatory cleaners, by region, 2004
 
Figure 69: Penetration and frequency of using lavatory cleaners, by presence of children and household size, 2004
 
Flush treatment lavatory products
 
Figure 70: Penetration and frequency of using flush treatment lavatory products, by gender and age, 2004
 
Figure 71: Penetration and frequency of using flush treatment lavatory products, by income and working status, 2004
 
Figure 72: Penetration and frequency of using flush treatment lavatory products, by region, 2004
 
Figure 73: Penetration and frequency of using flush treatment lavatory products, by presence of children and household size, 2004
 
Prospects
 
Little scope to increase consumer base for most products
 
Time-saving continues to be a key product benefit
 
French are interested in new products
 
Presence of children correlates positively with high use of cleaning products
 
Forecast
 
Wiped out
 
Figure 74: Forecast for French retail value sales of household cleaning products, at current prices, 2005-10
 
€1 billion market not to be seen again this decade
 
Figure 75: Forecast for French retail value sales of household cleaning products, at current prices, indices, 2005-10
 
Better than it first appears
 
Polish the shining star
 
Trapped in a u-bend
 
Specialist compensate all-purpose
 
Token gains for panes
 
Down the plug hole
 
Getting real
 
Figure 76: Forecast for French retail value sales of household cleaning products, at 2005 prices, 2005-10
 
Real declines in every room in the home
 
Figure 77: Forecast for retail sales of household cleaning products, at 2005 prices, indices, 2005-10
 
Income often an indirect factor