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Home Care in the Netherlands

Home Care in the Netherlands

Home care recorded healthy growth again in the Netherlands in 2017 supported by the prevailing positive economic conditions. Both volume and value increased, with value growing at a faster rate due to the increase in inflation in 2017 and consumers’ switch to high-value products. Promotions in home care were also less prevalent than in the previous year, benefiting value growth. Although overall positive performance is recorded in home care, some categories such as polishes and bleach declined d...

Euromonitor International's Home Care in Netherlands market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2022 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Home Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.


HOME CARE IN THE NETHERLANDS
Euromonitor International
February 2018
LIST OF CONTENTS AND TABLES
Executive Summary
Home Care Records Healthy Growth Again in 2017
Convenience Driving Sales of High-value Products
Eco Brands Push Through But Still Remain Insignificant in Home Care
Reformulations and New Entrants Common Within New Product Developments
Home Care Set To Grow Over the Forecast Period
Market Indicators
Table 1 Households 2012-2017
Market Data
Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022
Sources
Summary 1 Research Sources
Headlines
Prospects
Modest Sales As Consumers View Products As Unnecessary and Old Fashioned
Candle Air Fresheners the Most Dynamic in Air Care
Average Unit Prices Remain Stable in 2017
Competitive Landscape
Procter & Gamble Leads Air Care, Closely Followed by SC Johnson
Reckitt Benckiser Gains Share As It Improves Its Air Wick Brand
Bolsius Share Increases As Company Introduces Varied Air Care
Category Data
Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022
Headlines
Prospects
Changing Cleaning Habits Affect Sales of Bleach
Environmentally-conscious Consumers Also Affect Sales of Bleach
Average Unit Price of Bleach Increases Slightly in 2017
Competitive Landscape
Unilever Nederland BV Dominates Bleach in the Netherlands
Private Label Gains Value Share From Unilever Nederland
Category Data
Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022
Headlines
Prospects
Dishwashing Continues To Benefit From Increasing Dishwasher Penetration
Powder and Liquid/gel Automatic Dishwashing Tablets Dominant in the Netherlands
Average Unit Prices Increase Slightly in 2017
Competitive Landscape
Unilever Nederland BV Maintains Leading Position Despite Private Label Growth
Bluesun Holding Co Closes Gap To Unilever
Eco Brands Still Small in Dishwashing
Category Indicators
Table 25 Household Possession of Dishwashers 2012-2017
Category Data
Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022
Headlines
Prospects
Erratic Summer and Autumn Drives Sales in Home Insecticides
Consumers Seek Convenience in Home Insecticides
Average Unit Prices Increase in 2017
Competitive Landscape
Henkel Nederland Leads Highly Concentrated Home Insecticides
Hg International Gains Share Due To Focus on Specific Insect Problems
Private Label Player As Watson Loses Share in Highly Competitive Category
Category Data
Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022
Headlines
Prospects
Manufacturers Push for Value-added Products Benefits Value Sales
Average Unit Prices Increase in 2017
Other Subcategories Within Laundry Care on the Verge of Obsolescence
Competitive Landscape
Unilever Nederland BV Defends Position Despite Tough Competitive Environment
Mixed Performance Within Private Label in Laundry Care
Eco Brands Push Through But Remain Niche
Category Indicators
Table 39 Household Possession of Washing Machines 2012-2017
Category Data
Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022
Headlines
Prospects
Change of Materials Has Negative Effect on Use of Polishes
Average Prices Increase As There Is Limited Promotion
Competitive Landscape
SC Johnson Benelux BV Leads Polishes
Niche Player Hg International BV Grows in Polishes As Other Brands Exit
Private Label Loses Share To Brands in Polishes
Category Data
Table 54 Sales of Polishes by Category: Value 2012-2017
Table 55 Sales of Polishes by Category: % Value Growth 2012-2017
Table 56 NBO Company Shares of Polishes: % Value 2013-2017
Table 57 LBN Brand Shares of Polishes: % Value 2014-2017
Table 58 Forecast Sales of Polishes by Category: Value 2017-2022
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022
Headlines
Prospects
Consumers Interested in Convenience and Easy-to-use Products
Hard Floors Trend Continues To Benefit Floor Cleaners in 2017
Average Unit Prices Driven by Value-added Products
Competitive Landscape
Colgate-Palmolive Nederland BV Leads Ahead of Unilever and Reckitt Benckiser
Private Label Gains Share in Surface Care
Eco Brands Enter Surface Care
Category Data
Table 60 Sales of Surface Care by Category: Value 2012-2017
Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 64 NBO Company Shares of Surface Care: % Value 2013-2017
Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 68 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022
Headlines
Prospects
Hygiene and Convenience Most Important Factors in Toilet Care
Mature Toilet Liquids Still Records Positive Growth
Promotions Constrain Unit Price Growth in Toilet Care
Competitive Landscape
Bolton Nederland Bv's Wc-eend Remains Largest Brand in Toilet Care
Henkel Nederland and Procter & Gamble Lose Share
Eco Brands Present in Toilet Care But Share Remains Insignificant
Category Data
Table 70 Sales of Toilet Care by Category: Value 2012-2017
Table 71 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 72 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 73 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 74 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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