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Introduction
Definitions
Abbreviations
Executive Summary
High penetration rates, but an unsophisticated market
Positive macroeconomic impact
Specialist products see best growth
Increasing consolidation in distribution
A highly concentrated market
Active new product development
Further growth in sight
Market Drivers
Current usage levels
Ownership of washing machines
Figure 1: Volume sales of washing machines and tumble dryers, 1999-2002
Greying population
Figure 2: Trends in Spanish population, 1998-2002
Shrinking household size
Figure 3: Trends in number of households, by size, 1998-2001
Healthy economy
Figure 4: PDI and consumer expenditure, at current and constant prices, 1997-2002
Market Size and Trends
Figure 5: Spanish retail value sales of fabric care products, at current and constant prices,
1998-2003
Figure 6: Spanish retail value sales of fabric care products, by sector, 1998-2002
Figure 7: Spanish retail value sales of fabric care products, % share by sector, 1998 and 2002
Market Segmentation
Laundry detergents
Figure 8: Spanish retail value sales of laundry detergents, by type, 1999-2002
Figure 9: Spanish retail value sales of laundry detergents, by format, 1999-2002
Fabric conditioners
Figure 10: Spanish retail value sales of fabric conditioners, by type, 1999-2002
Figure 11: Spanish retail value sales of laundry aids, by type, 1999-2002
Ancillary products
Figure 12: Spanish retail value sales of ancillary products, by type, 1999-2002
Distribution
Figure 13: Spanish retail value sales of fabric care products, by outlet, 1999-2002
Trading base
Figure 14: Number of retail outlets, 1999-2001
Consolidation
Figure 15: Major food and daily goods retailers, 2001-02
The Supply Structure
Manufacturers' shares
Figure 16: Own-label value share of fabric care products, 2001-02
Figure 17: Own-label vs branded products, sales of laundry detergents and fabric conditioners,
2002
Laundry detergents
Figure 18: Brands' value shares of laundry detergents, 2002
All-purpose laundry detergents
Figure 19: Brands' value share of all-purpose detergents, 2001-02
Specialist laundry detergents
Figure 20: Brands' value shares of specialist laundry detergents, 2001-02
Fabric conditioners
Figure 21: Brands' value shares of fabric conditioners, 2001-02
Ancillary products
Figure 22: Manufacturers' value shares of ancillary products, 2001-02
Companies and brands
Procter & Gamble España, SA
Henkel Ibérica, SA
Reckitt Benckiser España, SL
Unilever España, SA
Johnson's Wax Española, SA
Persán, SA
New Product Development
New product launches 2003
Aug-03
Jul-03
The Consumer
Pan-European use of fabric care products
Figure 23: Penetration of fabric care products, by country, 2002
Figure 24: Types of fabric care products used, by country, 2002
Daily usage of fabric care products peaks in Spain
Figure 25: Frequency of using fabric care products, by country, 2002
Figure 26: Heavy use of fabric care products, by type and country, 2002
Use of fabric care products in Spain
Figure 27: Use of washing powder and tablets, by type and demographic sub-group, 2002
Use of tablets still modest
Figure 28: Use of tablets, by age and income group, 2002
Figure 29: Frequency of using washing powder, by demographic sub-group, 2002
Figure 30: Daily use of washing powder, by age, 2002
Tablets used infrequently
Figure 31: Frequency of using washing tablets, 2002
Figure 32: Use of washing liquid for fabrics and fabric conditioner, by demographic sub-group,
2002
Figure 33: Frequency of using washing liquids for fabrics, by demographic sub-group, 2002
Families with children core users of fabric conditioner
Figure 34: Frequency of using fabric conditioner, by demographic sub-group, 2002
Scope to expand consumer base for stain removers
Figure 35: Use of stain removers, by demographic sub-group, 2002
Figure 36: Frequency of using stain removers, by demographic sub-group, 2002
Prospects
A positive macroeconomic outlook
Growth from convenience products and specialist laundry detergents
Discounters and own-labels gaining ground
Increasing polarisation
Forecast
Some further expansion expected
Figure 37: Forecast of Spanish retail value sales of fabric care products, 2003-07
Increase in household numbers not necessarily beneficial
Appendix: Research Methodology
Index of reports
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