Abstract
The market for clothes-washing products in Spain is well-established and relatively mature. However it has outperformed other FMCG markets in recent years. Value sales have benefited from the shift towards more concentrated formulae, for example, with higher unit prices.
The recent dynamism of the market in value terms, specially compared to 2004-2005, is even more relevant when taking into account the growth of own-label, which is increasing its share of value sales and currently takes 28% of the market. Own-labels tend to squeeze market values but this has not occurred in laundry products as the own-label developments have been in value-added sectors, such as concentrated detergents. Mercadona, the second largest retailer in Spain, led the league table for new product launches in 2007, ahead of branded suppliers and was one of the key drivers of value growth during the review period.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.
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