Table of Contents
Home Care in the Netherlands - Industry Overview
Dutch economy has little impact on home care
Growing focus on environmental issues
Multinationals dominate with well-supported brands
Supermarkets/hypermarkets dominate thanks to offering convenience
Slow growth ahead due to maturity in many product areas
KEY TRENDS AND DEVELOPMENTS
Uncertainty surrounding economic developments
Demographic developments impact consumer landscape
Clean less but clean better
Environmental issues becoming more of a concern
Table 1Households 2005-2010
Table 2Sales of Home Care by Category: Value 2005-2010
Table 3Sales of Home Care by Category: % Value Growth 2005-2010
Table 4Home Care Company Shares 2006-2010
Table 5Home Care Brand Shares 2007-2010
Table 6Penetration of Private Label by Category 2005-2010
Table 7Sales of Home Care by Distribution Format: % Analysis 2005-2010
Table 8Sales of Home Care by Category and Distribution Format: % Analysis 2010
Table 9Forecast Sales of Home Care by Category: Value 2010-2015
Table 10Forecast Sales of Home Care by Category: % Value Growth 2010-2015
Summary 1Research Sources
Home Care in the Netherlands - Company Profiles
Bolton Nederland BV in Home Care (Netherlands)
Summary 3Bolton Nederland BV: Competitive Position 2010
HG International BV in Home Care (Netherlands)
Summary 5HG International BV: Competitive Position 2010
Nedac Sorbo BV in Home Care (Netherlands)
Summary 7Nedac Sorbo BV: Competitive Position 2010
Spotless Benelux BV in Home Care (Netherlands)
Summary 9Spotless Benelux BV: Competitive Position 2010
Vemedia BV in Home Care (Netherlands)
Summary 11Vemedia BV: Competitive Position 2010
Air Care in the Netherlands - Category Analysis
Consumers began to spend more time at home towards the end of the review period as a result of economic uncertainty and a desire to save money. This trend encouraged consumers to focus more on making their homes cosy, welcoming and pleasantly-scented. As a result, there was good volume growth for a number of product areas in air care in 2010 over the previous year, including candle air fresheners, electric air fresheners and spray/aerosol air fresheners.
SC Johnson continued to be the leading player in air care in 2010 with a value share of 47%. This lead is chiefly due to the strength of the company’s well-advertised Brise brand, which alone accounted for 41% value share. Thanks to its wide range, extensive distribution and strong marketing support, this brand dominates candle air fresheners, gel air fresheners, concentrated spray/aerosol air fresheners and “other” air care and also has a significant share in electric air fresheners and standard spray/aerosol air fresheners. The company also offers Oust in spray/aerosol air fresheners.
Air care is expected to benefit from ongoing economic uncertainty at the start of the review period, with many consumers spending more time at home as a result. Consumers will thus be willing to spend more on air care, which is viewed as an affordable way of enhancing a home. This trend is expected to particularly benefit products where there is a strong focus on attractive packaging, with viewing candle and electric air fresheners as an element of decor in addition to a means of scenting the home.
Table 11Sales of Air Care by Category: Value 2005-2010
Table 12Sales of Air Care by Category: % Value Growth 2005-2010
Table 13Battery Operated vs Plug-in Electric Air Fresheners: % Value Breakdown 2008-2010
Table 14Air Care Fragrances Rankings by Value 2007-2010
Table 15Air Care Company Shares 2006-2010
Table 16Air Care Brand Shares 2007-2010
Table 17Forecast Sales of Air Care by Category: Value 2010-2015
Table 18Forecast Sales of Air Care by Category: % Value Growth 2010-2015
Bleach in the Netherlands - Category Analysis
Unilever sought to bolster sales of bleach through consumer education campaigns and targeted marketing in 2010. The company partnered with bathroom companies and specialised internet retailing websites in order to deliver cleaning tips. Unilever thus sought to establish trust in its brand Glorix without investing heavily in marketing. The company began to limit its marketing investment in Glorix towards the end of the review period in response to poor sales of bleach. Instead, the company opted to divert the Glorix marketing budget towards toilet liquids, with the brand showing a stronger potential for growth in this product area.
Unilever dominates sales of bleach, with its Glorix brand accounting for 73% value share in 2010 and gaining half a percentage point in share over the previous year. Unilever was the sole significant branded player in 2010, with other companies exiting due to poor sales. The share gain achieved by Glorix in 2010 was indeed largely due to Bolton withdrawing its Crofty brand in the year, following years of sluggish sales.
Bleach is expected to continue to suffer from a negative image during the forecast period. Consumers increasingly regard bleach as damaging to the environment, dangerous and unpleasant to use. There is thus likely to be an ongoing shift away from bleach to more convenient toilet care products.
Table 19Sales of Bleach: Value 2005-2010
Table 20Sales of Bleach: % Value Growth 2005-2010
Table 21Bleach Company Shares 2006-2010
Table 22Bleach Brand Shares 2007-2010
Table 23Forecast Sales of Bleach: Value 2010-2015
Table 24Forecast Sales of Bleach: % Value Growth 2010-2015
Table 25Bleach by type: % value analysis 2005-2010
Dishwashing in the Netherlands - Category Analysis
Dishwashing saw growing scrutiny from the Dutch media during the review period, due to a growing focus on sustainability and protecting the environment. Articles made consumers aware that older dishwashing machines use more energy than newer ones, while there were also articles focusing on the environmental impact of automatic dishwashing detergents. In addition, research established the relative carbon footprint of washing dishes by hand or in a machine. While many consumers previously believed washing by hand to be more environmentally-friendly, this research established that using a dishwasher at 55ºC has a lower carbon footprint in comparison to hand dishwashing for most consumers.
There was a change in leadership in dishwashing in 2010. Previous leader Unilever lost two percentage points in value share in the year, thus dropping to 26%. Procter & Gamble meanwhile gained half a percentage point in value share and gained the leadership position, accounting for 27% share. Procter & Gamble benefited from strong advertising support for its Dreft range in automatic dishwashing tablets and thus gained share from Unilever’s Sun in these product areas. Unilever however continued to extend its dominance in automatic dishwashing powders, rising by over nine percentage points from 2009 to 84% value share in 2010. Dreft lacks a presence in this product area.
There is expected to be a growing focus on environmentally-friendly dishwashing during the forecast period. Bio Spectra’s Attitude is expected to gain a wider distribution via store-based retailing during the forecast period, with retailers keen to capitalise on the brand’s likely appeal to environmentally-conscious consumers. The leading players in dishwashing, such as Unilever and Procter & Gamble will however also be keen to offer environmentally-friendly dishwashing, with a scramble for accreditation from the Dutch and EU environmental accreditation agencies thus likely at the start of the forecast period.
Table 26Household Penetration of Dishwashers 2005-2010
Table 27Sales of Dishwashing by Category: Value 2005-2010
Table 28Sales of Dishwashing by Category: % Value Growth 2005-2010
Table 29Dishwashing Company Shares 2006-2010
Table 30Dishwashing Brand Shares 2007-2010
Table 31Forecast Sales of Dishwashing by Category: Value 2010-2015
Table 32Forecast Sales of Dishwashing by Category: % Value Growth 2010-2015
Insecticides in the Netherlands - Category Analysis
Dutch television and the press covered the discovery of new and exotic strains of mosquito in the Netherlands in 2010. In August, adults and larvae of the Asian tiger mosquito, the American rock pool mosquito and the yellow fever mosquito, with these imported in used tires by several different companies. None of the insects were found to be carrying serious diseases but these discoveries caused consumer concern, particularly as the numerous lakes, ditches and canals in the Netherlands could provide a breeding ground for these insects.
Sara Lee is the leading player in insecticides, with the company’s Vapona brand accounting for 37% value share in 2010. Vapona dominates electric insecticides, accounting for 82% value share in 2010. The brand is also a strong player in insecticide baits and spray/aerosol insecticides, accounting for 47% and 40% value share respectively, and ranked third in “other” insecticides with 8% value share. Vapona benefits from having the widest distribution in insecticides, with a presence in supermarkets/hypermarkets and health and beauty retailers in addition to more specialised channels. The brand’s distribution agreements also result in it gaining a preferential positioning or displays in many outlets during peak sales periods.
Insecticides is not expected to see a strong performance during the forecast period. These products will continue to be hindered by a number of factors, including consumer concern over their impact on health and the environment. A lack of frequent insect infestations will also hinder sales, with these products being purchased only infrequently as a result. Many consumers buy insecticides when going on holiday but travel and tourism is expected to remain subdued at the start of the forecast period due to economic uncertainty.
Table 33Sales of Insecticides by Category: Value 2005-2010
Table 34Sales of Insecticides by Category: % Value Growth 2005-2010
Table 35Spray Insecticides by Type: % Value Breakdown 2007-2010
Table 36Insecticides Company Shares 2006-2010
Table 37Insecticides Brand Shares 2007-2010
Table 38Forecast Sales of Insecticides by Category: Value 2010-2015
Table 39Forecast Sales of Insecticides by Category: % Value Growth 2010-2015
Laundry Care in the Netherlands - Category Analysis
Dutch consumers tend to wash clothes frequently, with laundry thus having a major impact on the environment and on household energy costs. Media coverage of environmental issues towards the end of the review period raised consumer awareness of the cost of laundry, both in terms of household bills and environmental impact. Both powder and liquids laundry care is thus manufactured under strong environmental protection legislation and must be safe to use at lower temperatures.
Unilever continued to lead laundry care at the end of the review period, accounting for a strong 28% value share with strong brands such as Robijn and Omo. The company clearly outpaced the second- and third-ranked players Procter & Gamble and Henkel, who accounted for 16% and 15% value share respectively with brands such as Ariel and Persil. These multinationals benefit from offering well-established brands, a wide range, extensive distribution and strong marketing support.
Unilever is posed to further increase its lead in laundry care during the forecast period. In January 2011, Unilever Group received permission from the EU to purchase Sara Lee’s European washing powder division. This acquisition thus included the brands Biotex in spot and stain removers, “other” laundry boosters and hand wash detergents, and Neutral in concentrated powder detergents. In 2010, these brands together accounted for 3% value share in overall laundry care and their acquisition is thus set to further extend Unilever’s lead. Unilever will also continue to benefit from being the strongest advertiser in laundry care.
Table 40Household Penetration of Washing Machines 2005-2010
Table 41Sales of Laundry Care by Category: Value 2005-2010
Table 42Sales of Laundry Care by Category: % Value Growth 2005-2010
Table 43Sales of Laundry Aids by Category: Value 2005-2010
Table 44Sales of Laundry Aids by Category: % Value Growth 2005-2010
Table 45Sales of Laundry Detergents by Category: Value 2005-2010
Table 46Sales of Laundry Detergents by Category: % Value Growth 2005-2010
Table 47Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2005-2010
Table 48Laundry Care Company Shares 2006-2010
Table 49Laundry Care Brand Shares 2007-2010
Table 50Laundry Aids Company Shares 2006-2010
Table 51Laundry Aids Brand Shares 2007-2010
Table 52Laundry Detergents Company Shares 2006-2010
Table 53Laundry Detergents Brand Shares 2007-2010
Table 54Forecast Sales of Laundry Care by Category: Value 2010-2015
Table 55Forecast Sales of Laundry Care by Category: % Value Growth 2010-2015
Table 56Automatic detergents by type: % value analysis 2005/2010
Polishes in the Netherlands - Category Analysis
Shoe polish was the only product area in polishes to see volume growth in 2010 over the previous year, with sales rising by 1%. Unlike other polishes, shoe polish benefited from the impact of economic uncertainty towards the end of the review period, with consumers being keen to extend the life of their shoes as they sought to keep unnecessary expenditure to a minimum. This resulted in consumers cleaning their shoes more frequently. Shoe polish also benefited from consumers’ rising concerns over unemployment, with many workers thus making more of an effort to look professional and well-groomed at work. This resulted in a shift towards more formal leather footwear.
Sara Lee is the leading manufacturer of polishes. The company offers a wide range of polishes, including Tana and Kiwi in shoe polish and Kiwi in furniture polish. The company is particularly strong in shoe polish, where it dominated with 68% value share in 2010. Within shoe polish, it has the widest distribution, being present in shoe stores, shoe repair shops, supermarkets/hypermarkets, health and beauty retailers and department stores. This distribution reach is hard to meet.
Shoe polish is the largest product area within polishes in value terms and will continue to see the strongest growth during the forecast period. Growth is likely to be supported by ongoing frugality among Dutch consumers, with many keen to extend the life of their footwear. A shift towards more formal leather footwear is also expected to support growth, as will widening distribution via supermarkets/hypermarkets. However, even shoe polish is highly mature, with just 1% volume and constant value CAGR thus expected for the forecast period.
Table 57Sales of Polishes by Category: Value 2005-2010
Table 58Sales of Polishes by Category: % Value Growth 2005-2010
Table 59Polishes Company Shares 2006-2010
Table 60Polishes Brand Shares 2007-2010
Table 61Forecast Sales of Polishes by Category: Value 2010-2015
Table 62Forecast Sales of Polishes by Category: % Value Growth 2010-2015
Surface Care in the Netherlands - Category Analysis
Home care wipes and floor cleaning systems continued to see a sharp decline in 2010 over the previous year, dropping by 15% in current value terms to account for just 7% of overall value sales. Wipes saw sales decline throughout the review period, with this largely linked to consumers’ concern over the environmental impact of these products. In addition, many consumers feel that wipes do not clean as effectively as other formats of surface care.
Colgate-Palmolive was the leading player in surface care in 2010, with the company accounting for 18% value share. This is due to the strength of the company’s Ajax brand, which has a longstanding presence in the Netherlands and enjoys a high degree of consumer trust. Ajax lost share in the middle of the review period, suffering due to growing competition from both economy private label and value-added high-power brands. However, the brand regained a third of a percentage point in value share in 2010 over the previous year, with this due to Colgate-Palmolive overhauling Ajax’s packaging in 2009. The brand was relaunched in 100% recyclable PET bottles, with these being introduced across the range, with the range also benefiting from the launch of Ajax NaturaVerde. This new product development not only attracted consumer attention to Ajax but also attracted many environmentally-conscious consumers.
The environment is expected to become more important for users and producers of surface care during the forecast period. Dutch consumers are becoming more conscious about the environment and their impact on it, while Colgate-Palmolive brought environmentally-friendly products into the mainstream with its launch of Ajax NaturaVerde in 2010. During the forecast period, there is expected to be a growing consumer focus on accreditation, however. Consequently, brands with accreditation, such as Interflon Eco Clean All, may well outperform non-accredited products from major brands. The leading players are thus likely to focus on developing effective brands that also meet the high standards of environmental accreditation agencies.
Table 63Sales of Surface Care by Category: Value 2005-2010
Table 64Sales of Surface Care by Category: % Value Growth 2005-2010
Table 65Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2005-2010
Table 66Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2005-2010
Table 67Surface Care Company Shares 2006-2010
Table 68Surface Care Brand Shares 2007-2010
Table 69Household Care Wipes and Floor Cleaning Systems Company Shares 2006-2010
Table 70Household Care Wipes and Floor Cleaning Systems Brand Shares 2007-2010
Table 71Forecast Sales of Surface Care by Category: Value 2010-2015
Table 72Forecast Sales of Surface Care by Category: % Value Growth 2010-2015
Toilet Care in the Netherlands - Category Analysis
Dutch consumers became increasingly cost-conscious towards the end of the review period due to ongoing economic uncertainty and sought to save money where possible. This resulted in a shift away from in-cistern devices and ITBs and towards more affordable toilet liquids. This trend was also encouraged by rising environmental awareness, with many consumers viewing in-cistern devices and ITBs as using unnecessary packaging. Toilet liquids was also boosted by a shift from bleach, with this product area also suffering from a poor environmental image. As a result of these trends, toilet liquids saw a strong 5% volume growth in 2010, while in-cistern devices and rim liquids dropped by 1% and rim blocks also saw a marginal volume decline.
Bolton Nederland is the clear leader in toilet care products, with this company accounting for 31% value share in 2010. The company benefits from consumer loyalty. Many Dutch consumers do not think extensively about which brand of toilet care products to choose and instead automatically opt for Bolton’s WC Eend, due to its longstanding presence and ongoing marketing support. This brand consequently accounted for 81% value share in in-cistern devices in 2010 and also dominated rim blocks and toilet liquids with 59% and 60% value share respectively.
Procter & Gamble is expected to invest heavily in toilet care products during the forecast period. As the new owner of Ambi-Pur, the company is likely to expand the brand’s range with the launch of rim blocks and will support this launch with strong and effective marketing. Ambi-Pur lost share over the review period but remains a well-recognised brand. A company with Procter & Gamble’s marketing expertise is thus likely to succeed in regaining share for the brand during the forecast period.
Table 73Sales of Toilet Care by Category: Value 2005-2010
Table 74Sales of Toilet Care by Category: % Value Growth 2005-2010
Table 75Toilet Care Company Shares 2006-2010
Table 76Toilet Care Brand Shares 2007-2010
Table 77Forecast Sales of Toilet Care by Category: Value 2010-2015
Table 78Forecast Sales of Toilet Care by Category: % Value Growth 2010-2015