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
 

 
Definition
 
Executive Summary
 
France
 
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
 
Germany
 
German market for household cleaning products is mature, but there are opportunities to increase market penetration
 
Retail value sales down in real terms as discounters continue to wage price war
 
Convenience and added value are driving growth
 
Drugstores and discounters fight for market dominance
 
Discounters, innovators and niche players gain market share
 
Multipurpose and multi-functionality are important trends in new product launches
 
Women still do more household chores than men
 
Effective targeting of key demographic groups will be crucial to future growth
 
Italy
 
Steady performance amid negative market trends
 
All-purpose benefits from super-power brands
 
Good performance of other specialist sectors
 
Concentration at the top leads to fierce competition
 
Retail chains dominate but are faced with slower growth
 
Spain
 
Spanish market is the fastest-growing
 
Specialist products making way for multipurpose
 
All-purpose is the largest sector
 
Bleach is most widely used
 
Large grocery outlets take the lead in distribution
 
Concentration in supply
 
Good prospects
 
UK
 
Modern lifestyle attitudes sustain growth
 
Growth is driven by multi-purpose and power cleaners
 
Toilet blocks prove a strong driver
 
A trend for gadgetry
 
Reckitt Benckiser sets the pace
 
A simpler future
 
Diverse consumer groups
 
Market Drivers
 
25-44s generally spend the most time on cleaning, because of presence of children
 
Figure 1: Total population, by age, by country, 2005
 
Increased consumer expenditure helps sales of added-value products such as super-power cleaners
 
Figure 2: Consumer expenditure, at constant 1998 prices, by country, 1998-2003
 
Rising numbers of women in paid employment – but still responsible for the bulk of household chores
 
Figure 3: Total in employment, by country, 1999-2003
 
Larger households use highest volume of cleaning products, but trend is towards one-person households
 
Figure 4: Number of households, by size, by country, 2003
 
Women remain the core target group
 
Figure 5: Time devoted to cleaning, by country, 2004
 
Market Size and Trends
 
Spain is the fastest growing of the five markets
 
Figure 6: Indexed retail value sales of household cleaning products, at current prices, by country, 2000-05
 
France is the biggest market, ahead of Germany and UK
 
Figure 7: Retail value sales of household cleaning products, at current prices, by country, 2000-05
 
Figure 8: Retail value sales of household cleaning products, % share by country, 2005
 
Market Segmentation
 
All-purpose and specialist cleaners take the largest share; Germany leads for sales of toilet cleaners and Spain for bleach
 
Figure 9: Retail value sales of household cleaning products, by type, by country, 2005
 
Figure 10: Retail value sales of household cleaning products, by type, by country, 2005
 
Distribution
 
Discounters and drugstores play a larger role in German sales of cleaning products than they do in the other countries
 
Figure 11: Retail value sales of, by outlet type, by country, 2005
 
Figure 12: Retail value sales of household cleaning products, by outlet type, by country, 2005
 
The Supply Structure
 
Each country has a different market leader – but leadership is firmly held
 
Figure 13: Retail value sales of household cleaning products, brands and own label, by country, 2005
 
Figure 14: Retail value sales of household cleaning products, brands and own label, by country, 2005
 
The Consumer
 
Figure 15: Usage of household cleaning products, by country, 2004
 
Flush treatments have most room to expand their consumer base
 
Figure 16: Usage of household cleaning products, by country, 2004
 
Germans are the least frequent household cleaner users
 
Figure 17: Frequency of using household cleaners, by country, 2005
 
Non-usage of furniture polish is particularly high in Germany
 
Figure 18: Frequency of using furniture polish, by country, 2004
 
Use of lavatory cleaners is similar across countries
 
Figure 19: Frequency of using lavatory cleaners, by country, 2004
 
Lavatory flush treatments have much potential for increasing frequency of use
 
Figure 20: Frequency of using lavatory flush treatments, by country, 2004
 
Prospects
 
France
 
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
 
Germany
 
Growth potential likely in underdeveloped sectors and niche segments
 
Special offers and promotions targeted at key demographic groups likely
 
Convenience and multi-function will dominate innovation trends
 
Lacklustre German economy will limit growth in the household cleaning market
 
Italy
 
The boom is already slowing down
 
High cleaning standards, demand for convenience and trends in home furnishing to remain the key market drivers
 
Emphasis on deep cleaning and antibacterial protection
 
Spain
 
Less time, more speed
 
Expansion of product use
 
NPD
 
UK
 
Greater simplification for consumers
 
Strong investment in value-added products
 
A strong interest in polishes
 
Advertising will target convenience
 
Forecast
 
Spain and Italy forecast to be the best performing markets to 2010; France is forecast to decline
 
Figure 21: Forecast indexed retail value sales of household cleaning products, by country, 2005-10
 
German and UK forecast performance is better than that achieved in the last five years
 
Figure 22: Forecast for total retail value sales of household cleaning products at current prices, by country, 2005-10
 
Spain and Italy will gain market share, while France will lose share as a result of declining sales to 2010
 
Figure 23: Forecast % share of value market, by country, 2010
 
Figure 24: Forecast for total retail value sales of household cleaning products at 2005 prices, by country, 2005-10