Table of Contents
Issues in the Market
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- Definition
- Consumer research
- Abbreviations
Market in Brief
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- Sales rise steadily, even benefiting from a cocooning trend in recession
- However, consumers also buy more lower-margin lines; and refuge in higher-margin niches needs careful research
- Greenness and multi-purpose dominate GNPD
- Frequency of usage declines; liquids gain share; bleach falls back
European Market Size and Forecast
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- Key points
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- Figure 1: General purpose cleaners: Value in local currency, 2004-14
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- Figure 2: General purpose cleaners: Index based on value in local currency, 2004-14
- Figure 3: General purpose cleaners: Value in local currency, 2003-14
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- Figure 4: General purpose cleaners: Index based on value in local currency, 2004-14
- Figure 5: General purpose cleaners: Volume, 2003-13
- Figure 6: General purpose cleaners: Spend per capita (population), 2004-14
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- Figure 7: General purpose cleaners: Spend per capita (population), 2003-14
Market Segmentation
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- Key points
- France
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- Figure 8: France - General purpose cleaners: Market segmentation, by value, 2008
- Germany
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- Figure 9: Germany - General purpose cleaners: Market segmentation, by value, 2009
- Italy
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- Figure 10: Italy - General purpose cleaners: Market segmentation, by value, 2009
- Spain
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- Figure 11: Spain - General purpose cleaners: Market segmentation, by volume, 2008
- Figure 12: Spain - General purpose cleaners: Market segmentation, by value, 2008
- UK
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- Figure 13: UK - General purpose cleaners: Market segmentation, by value, 2008
- Other European countries
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- Figure 14: Czech Republic - General purpose cleaners: Market segmentation, by value, 2009
- Figure 15: Poland - General purpose cleaners: Market segmentation, by volume, 2008
- Figure 16: Poland - General purpose cleaners: Market segmentation, by value, 2008
- Figure 17: Slovak Republic - General purpose cleaners: Market segmentation, by value, 2009
- Figure 18: Turkey - General purpose cleaners: Market segmentation, by volume, 2008
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- Figure 19: Turkey - General purpose cleaners: Market segmentation, by value, 2008
Companies and Product Innovation
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- Key points
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- Figure 20: Percentage of new product launches, by region, 2010
- Figure 21: Percentage of new product launches, by top ten European countries, 2010
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- Figure 22: Percentage of new product launches, by the ‘Big 5’ countries, 2010
- Figure 23: Percentage of new product launches by top five claims by the ‘Big 5’ European countries, 2010
- France
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- Figure 24: Number of new product launches, France, 2007-10
- Figure 25: Top five claims on new product development, France, 2007-10
- Most innovative products
- Germany
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- Figure 26: Number of new product launches, Germany, 2007-10
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- Figure 27: Top five claims on new product development, Germany, 2007-10
- Most innovative products
- Italy
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- Figure 28: Number of new product launches, Italy, 2007-10
- Figure 29: Top five claims on new product development, Italy, 2007-10
- Most innovative products
- Spain
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- Figure 30: Number of new product launches, Spain, 2007-10
- Figure 31: Top five claims on new product development, Spain, 2007-10
- Most innovative products
- UK
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- Figure 32: Number of new product launches, UK, 2007-10
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- Figure 33: Top five claims on new product development, UK, 2007-10
- Most innovative products
The Consumer
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- Key points
- Household Cleaners
- France
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- Figure 34: Trends in frequency and usage of household cleaners, France, 2005-09
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- Figure 35: Trends in types of household cleaners use, France, 2005-09
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- Figure 36: Trends in types of household cleaners used most often, France, 2005-09
- Germany
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- Figure 37: Trends in frequency and usage of household cleaners, Germany, 2005-09
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- Figure 38: Trends in types of household cleaners use, Germany, 2005-09
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- Figure 39: Trends in types of household cleaners used most often, Germany, 2005-09
- Spain
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- Figure 40: Trends in frequency and usage of household cleaners, Spain, 2005-09
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- Figure 41: Trends in types of household cleaners use, Spain, 2007-09
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- Figure 42: Trends in types of household cleaners used most often, Spain, 2005-09
- Great Britain
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- Figure 43: Trends in frequency and usage of household cleaners, GB, 2005-09
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- Figure 44: Trends in types of household cleaners use, GB, 2005-09
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- Figure 45: Trends in types of household cleaners used most often, GB, 2005-09
- Polishes and dusters for furniture and floors
- France
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- Figure 46: Trends in frequency and usage of furniture polishes and dusters, France, 2007-09
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- Figure 47: Trends in types of furniture polishes and dusters used most often, France, 2007-09
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- Figure 48: Trends in frequency and usage of floor polishes, France, 2005-09
- Germany
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- Figure 49: Trends in frequency and usage of furniture polishes and dusters for furniture and floors, Germany, 2005-09
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- Figure 50: Trends in types of furniture polishes and dusters for furniture and floors used most often, Germany, 2005-09
- Spain
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- Figure 51: Trends in frequency and usage of furniture polishes and dusters, Spain, 2007-09
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- Figure 52: Trends in types of furniture polishes and dusters used most often, Spain, 2007-09
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- Figure 53: Trends in frequency and usage of floor polishes, Spain, 2005-09
- Great Britain
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- Figure 54: Trends in frequency and usage of furniture polishes and dusters for furniture and floors, GB, 200509
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- Figure 55: Trends in types of furniture polishes and dusters for furniture and floors used most often, GB, 2005-09
- Domestic Bleaches
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- Figure 56: Trends in frequency and usage of domestic bleaches, France, Spain, GB, 2005-09
- Lifestyle statements
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- Figure 57: Trends in agreement with selected lifestyle statements, France, 2005-09
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- Figure 58: Trends in agreement with selected lifestyle statements, Germany, 2005-09
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- Figure 59: Trends in agreement with selected lifestyle statements, Spain, 2005-09
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- Figure 60: Trends in agreement with selected lifestyle statements, GB, 2005-09
Appendix – Demographic Data
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- Overall analysis
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- Figure 61: Frequency and usage of household cleaners, by demographics, France, 2009
- Figure 62: Frequency and usage of household cleaners, by demographics, Germany, 2009
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- Figure 63: Frequency and usage of household cleaners, by demographics, Spain, 2009
- Figure 64: Frequency and usage of household cleaners, by demographics, GB, 2009
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- Figure 65: Frequency and usage of furniture polishes and dusters for furniture and floors, by demographics, Germany, 2009
- Figure 66: Frequency and usage of furniture polishes and dusters for furniture and floors, by demographics, GB, 2009
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- Figure 67: Frequency and usage of furniture polishes and dusters, by demographics, France, 2009
- Figure 68: Frequency and usage of furniture polishes and dusters, by demographics, Spain, 2009
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- Figure 69: Frequency and usage of floor polishes, by demographics, France, 2009
- Figure 70: Frequency and usage of floor polishes, by demographics, Spain, 2009
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- Figure 71: Frequency and usage of domestic bleaches, by demographics, France, 2009
- Figure 72: Frequency and usage of domestic bleaches, by demographics, Spain, 2009
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- Figure 73: Frequency and usage of domestic bleaches, by demographics, GB, 2009
- Figure 74: Agreement with selected lifestyle statements, by demographics, France, 2009
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- Figure 75: Agreement with selected lifestyle statements, by demographics, France, 2009
- Figure 76: Agreement with selected lifestyle statements, by demographics, Germany, 2009
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- Figure 77: Agreement with selected lifestyle statements, by demographics, Germany, 2009
- Figure 78: Agreement with selected lifestyle statements, by demographics, Spain, 2009
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- Figure 79: Agreement with selected lifestyle statements, by demographics, Spain, 2009
- Figure 80: Agreement with selected lifestyle statements, by demographics, GB, 2009
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- Figure 81: Agreement with selected lifestyle statements, by demographics, GB, 2009
Appendix – Market Size and Forecast Data
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- Figure 82: General purpose cleaners: Value in local currency, 2004-14
- Figure 83: General purpose cleaners: Index based on value in local currency, 2004-14
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- Figure 84: General purpose cleaners: Value in local currency, 2003-14
- Figure 85: General purpose cleaners: Index based on value in local currency, 2004-14
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- Figure 86: General purpose cleaners: Volume, 2003-13
- Figure 87: General purpose cleaners: Spend per capita (population), 2004-14
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- Figure 88: General purpose cleaners: Spend per capita (population), 2003-14
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