Dishwashing Detergents - France - April 2008

Table of Contents

• Issues in the Market
• Definition
• Consumer research
• Abbreviations
• Market in Brief
• Sales pick-up underpinned by ' all-in-one'
• Dishwasher ownership at 50% and growing
• Retail chains increase their market share
• The French remain interested in special offers
• Demand for eco-friendly products is increasing
• Future growth depends on innovation and increasing frequency of use
• Internal Market Environment
• Key points
• Dishwasher ownership is growing rapidly
  • Figure 1: Dishwasher ownership, by country, 2002-07
• Income and household size impact on dishwasher ownership
• The French are keen on protecting the environment
  • Figure 2: Attitudes towards the environment, by country, 2003-07
• Eating out remains a popular pastime, but is done less frequently
  • Figure 3: Trends in frequency of eating fast foods and eating out, 2004-07
• REACH legislation gives advantage to ecological products
• Broader Market Environment
• Key points
• Population trends on the whole positive
  • Figure 4: Trends in French population, by age, 2002-12
• Household budgets under increasing pressure
  • Figure 5: Trends in French PDI, consumer expenditure and GDP, at current prices, 2002-12
• Dishwasher ownership boosted by rising employment
  • Figure 6: Trends in French employment, 2000-05
• Growth among bigger households is good news for manufacturers
  • Figure 7: Trends in number of households in France, by size, 2000-05
• Who' s Innovating?
• Key points
• The name changes, but multifunctionality stays, as dishwasher tablets go ' green'
• Washing-up liquids continue to focus on cleaning power, skin protection and eco-friendliness
• Ancillaries promise freshness and sparkle
• New launches in France
  • Figure 8: New launches in France, by sub-category, 2005-07
• Market Size and Forecast
• Key points
• Review of manufacturer strategy brings market back to growth
  • Figure 9: French retail value sales of dishwashing detergents, at current and constant prices, 2002-13
• From numerous benefits to All-in-1 positioning
• 7% growth forecast to 2013
• Own-labels are more than a budget option
• More attention paid to environmental positioning
• Forecast
• Dishwashers sales boost growth
• Hand washing detergents show minimum growth
• Factors used in the forecast
• Segment Performance
• Key points
• Greater dynamism
  • Figure 10: French retail value sales of dishwashing products, by type, 2005-07
• Dishwasher products
• Consumers welcome clearer labelling
  • Figure 11: French retail value sales of dishwasher products, at current and constant prices, 2002-13
  • Figure 12: French retail value sales of dishwasher products, by type, 2005-07
• Hand dishwashing detergents
• Growth picks up after several years of depressed sales
  • Figure 13: French retail value sales of hand dishwashing detergents, at current and constant prices, 2002-13
• Improved performance for concentrates in 2007
  • Figure 14: French retail value sales of hand dishwashing detergents, by type, 2005-07
• Market Share
• Key points
• Own-labels gain further ground
  • Figure 15: Manufacturers' retail value shares of dishwashing products, 2005-07
• Key brands continue to dominate in dishwasher products
  • Figure 16: Manufacturers' retail value shares of dishwasher products, 2005-07
• Top brands pressured by own-labels in hand dishwashing
  • Figure 17: Manufacturers' retail value shares of hand dishwashing products, 2005-07
• Going green
  • Figure 18: Brands' retail value shares of hand dishwashing products, 2005-07
• Companies and Products
• Colgate-Palmolive
• Henkel
• Novamex
• Reckitt Benckiser
• Unilever
• Werner & Mertz
• Brand Communication and Promotion
• Key points
  • Figure 19: Main monitored media advertising expendture on dishwashing detergents, by country, 2005-07
  • Figure 20: Main monitored media advertising expenditure on dishwashing detergents, by manufacturer, 2005-07
• Channels to Market
• Key points
• Growth through hard discounters peters off
  • Figure 21: French retail value sales of dishwashing products, by outlet type, 2005-07
  • Figure 22: French retail value sales of dishwasher products, by outlet type, 2005-07
  • Figure 23: French retail value sales of hand dishwashing detergents, by outlet type, 2005-07
• Trading base
• Consumer -- Pan-European Overview
• Key points
• Universal use of dishwashing detergent
  • Figure 24: Penetration of dishwashing products, by country, 2007
• Tablets are preferred format in dishwasher detergents
  • Figure 25: Penetration of dishwasher detergents, by country, by type, 2007
• Infrequent use of dishwasher detergents
  • Figure 26: Penetration and frequency of using dishwashing detergents, by country, 2007
• Consumer -- Trends in France
• Key points
• Steady progress of dishwasher detergents
  • Figure 27: Trends in use of dishwashing detergents, 2003-07
• Room to increase frequency of use
  • Figure 28: Trends in frequency of using dishwashing detergents, by type, 2003-07
• Tablets remain the preferred detergent format
  • Figure 29: Trends in penetration of dishwasher detergents, by type, 2003-07
• Frequency of using washing-up liquids remains high
  • Figure 30: Trends in using washing-up liquids, by dishwasher owners, 2003-07
  • Figure 31: Trends in using washing-up liquids, by non-dishwasher users, 2003-07
• Consumer -- Usage and Attitudes
• Key points
• Dishwasher detergents are predicated on age, income and family status
• Washing-up liquids less affected by socio-demographic factors
• Detailed demographics
  • Figure 32: Penetration and frequency of using dishwasher detergents, by demographic sub-group, 2007
  • Figure 33: Penetration and frequency of using washing-up liquids, by demographic sub-group, 2007
• Attitudes
• Dishwasher market has more room to encourage trading up
• All shoppers like special offers
• High level of brand loyalty
  • Figure 34: Attitudes towards price, by main shoppers, by type, 2007