Clothes Washing Products - Spain - January 2008

Table of Contents

• Issues in the Market
• Definition
• Consumer research
• Market in Brief
• Added-value products boost value sales
• Liquid detergents drive sales, but at the expense of powders
• Own-label leads product development and stretches the gap with leading manufacturers
• Super-concentrated products
• Internal Market Environment
• Key Points
• Laundry appliance ownership
  • Figure 1: Trends in ownership of household laundry appliances, by country, 2002-07
• Little room for tumble dryer ownership to grow
  • Figure 2: Ownership of washing machines and tumble dryers in Spain, by demographic sub-group, 2007
• Spaniards are environmentally concerned
  • Figure 3: Environmental credentials, 2004-07
• More clothes to wash, but less frequently
• Broader Market Environment
• Key Points
• Economic growth boosts consumer expenditure
  • Figure 4: Trends in Spanish PDI, consumer expenditure and GDP, at 2007 prices, 2002-12
• Immigration behind population growth
  • Figure 5: Trends in Spanish population, by age, 2002-12
• Shrinking households boosting new formats
  • Figure 6: Average number of Spanish households, by demographic characteristics, 2000-04
  • Figure 7: Number of one-person households, 2000-04
• Women at work
  • Figure 8: Spain, women in employment, 2000-04
• Who' s Innovating?
• Key Points
• Spain benefits from consumer interest in new products
  • Figure 9: New launches by country, 2003-07
• New launches in Spain
  • Figure 10: New launches by sub-category, Spain, 2005-07Figure 11: New launches by company, Spain*, 2005-07
• Concentrated liquid detergents
• Added stain removal properties
• The leading brand competes on pricing
• Traditional Marseilles soap fragrance back in fashion
• Mercadona' s Bosque Verde: an own-label Superbrand
• The own-label year of ironing
• Market Size and Forecast
• Key Points
  • Figure 12: Spanish retail value sales of clothes-washing products, at current and constant prices, 2002-12
• Catering for modern fabrics, and washing habits
  • Figure 13: Spanish retail value sales of clothes-washing products, by type, 2005-12
• Prospects
• Market forecast -- can clothing detergents spin away from stagnation?
  • Figure 14: % growth/decline in sales of clothes-washing products by sector, 2001-12
• Factors used in the forecast
• Segment Performance
• Key Points
  • Figure 15: Spanish retail value sales of clothes-washing products, by type, 2002-12
• Liquid detergents grow faster than powders
  • Figure 16: Spanish retail value sales of clothes-washing detergents, at current and constant prices, 2002-12
  • Figure 17: Spanish retail value sales of detergents, by type, 2005-07
• Laundry aids
  • Figure 18: Spanish retail value sales of laundry aids, at current and constant prices, 2002-12
  • Figure 19: Spanish retail value sales of laundry aids, by type, 2005-07
• Ancillary products
  • Figure 20: Spanish retail value sales of ancillary products, at current and constant prices, 2002-12
  • Figure 21: Spanish retail value sales of ancillary products, by type, 2005-07
• Market Share
• Key Points
• Leading suppliers and brands
  • Figure 22: Manufacturers' retail value shares of clothes-washing products, by type, 2005-07
• Detergents
  • Figure 23: Manufacturers' retail value shares of detergents, by type, 2005-07
• Laundry aids
  • Figure 24: Manufacturers' retail value shares of laundry aids, by type, 2005-07
• Ancillary products
  • Figure 25: Manufacturers' retail value shares of ancillary products, by type, 2005-07
• Companies and Products
• Henkel
• Reckitt Benckiser
• Procter & Gamble
• Unilever
• Brand Communication and Promotion
• Key Points
  • Figure 26: Main monitored media advertising expenditure on laundry products, Spain, 2005-07
  • Figure 27: Main monitored media advertising expenditure on laundry products, by company and brands, Spain, 2007
• Channels to Market
• Key Points
  • Figure 28: Spanish retail value sales of clothes-washing products, by outlet type, 2005-07
• Hypermarkets lead the way
  • Figure 29: Numbers of hypermarkets and supermarkets, 2000-05
• Mercadona: the king of supermarkets
• Drugstores and traditional stores losing ground
• Consumer -- Pan-European Overview
• Key Points
• Daily usage of laundry products peaks in Spain -- despite water shortages
  • Figure 30: Penetration and frequency of usage of clothes-washing products, by country, by type, 2007
• Use of detergents -- powders and liquids are equally popular
  • Figure 31: Penetration of clothes-washing detergents, by country, 2007
  • Figure 30: Use of delicate or sensitive skin detergents, by country, 2007
• Concentrated conditioners have achieved greatest popularity in Spain
  • Figure 31: Penetration of fabric conditioners, by country, 2007
• Wash, not freshen
  • Figure 32: Penetration of stain removers and fabric fresheners, by country, 2007
• Consumer -- Trends in Product Use in Spain
• Key Points
• Frequency of use is declining
  • Figure 33: Trends in frequency of using clothes-washing products, by type, 2004-07
• Liquid detergents gain new consumers
  • Figure 34: Trends in usage of clothes washing detergents, Spain, 2005-07
• Fabric conditioners
  • Figure 35: Trends in usage of fabric conditioners, Spain, 2005-07
• Stain removers and fabric fresheners
  • Figure 36: Trends in usage of stain removers and fabric fresheners, Spain, 2005-07
• Consumer -- Usage of Laundry Products
• Key Points
• Key volume users by product
• Laundry product use by detailed demographics
• Washing powder
  • Figure 37: Penetration and frequency of using washing powder, 2007
• Washing tablets
  • Figure 38: Penetration and frequency of using washing tablets, 2007
• Washing liquids
  • Figure 39: Penetration and frequency of using washing liquids, 2007
• Fabric conditioners
  • Figure 40: Penetration and frequency of using fabric conditioners, 2007
• Stain removers
  • Figure 41: Penetration and frequency of using stain removers, 2007
• Consumer -- Purchasing Behaviour and Attitudes
• Key points
• Purchasing behaviour
  • Figure 42: Household purchasing patterns for cleaning and laundry products, Spain, 2006/07
• Brand loyalty is higher in detergents than softeners
• Laundry product purchasing patterns compared by country
  • Figure 43: Household purchasing patterns for laundry detergent, by country, 2006/07
• Spanish loyalty to laundry detergent brands is lower than UK and France
• Brand owners less able to count on customer loyalty in fabric softeners
  • Figure 44: Household purchasing patterns for fabric conditioners, by country, 2006/07
• Attitudes
  • Figure 45: Selected attitudes towards clothes and shopping, by country, 2007
  • Figure 46: Attitudes towards shopping and clothes, by main shoppers, 2007