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Fabric Care - Spain Abstract The Spanish market for fabric care products was valued at €1.17 billion in 2002, up by 2.4% on 2001 and 19% on 1998. All sectors grew, with the most dynamic growth recorded by specialist laundry detergents, fabric fresheners and stain removers. The pace slowed down gradually towards the end of the review period, as distributors' own-labels and discount stores gained market share.
New product launches were characterised by increasingly specialist features, such as specific care for jeans or an easy iron and rapid dry function in fabric softeners. This is a way for suppliers of branded goods to try and differentiate themselves from the quickly expanding range of own-label products.
Table of Contents 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 |