Dishwashing Detergents - Spain - April 2008

Table of Contents

• Issues in the Market
• Definition
• Consumer research
• Abbreviations
• Market in Brief
• Slower growth
• Consolidation and polarisation continue
• Own-labels active in new product development
• Environment matters
• Low penetration, but high frequency of use
• Future
• Internal Market Environment
• Key points
• Dishwasher ownership is on the rise
  • Figure 1: Dishwasher ownership, by country, 2002-07
• Environmental credentials
  • Figure 2: Environmental credentials, 2002-07
• Trends in eating out
  • Figure 3: Trends in frequency of eating take-aways and eating out, 2004-07
• REACH is adopted
• Broader Market Environment
• Key points
• Favourable demographic trends
  • Figure 4: Trends in Spanish population, by age, 2002-12
• Economic slowdown reduces consumer confidence
  • Figure 5: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2002-12
• More emphasis on value for money
• Good employment situation supports sales
  • Figure 6: Trends in Spanish employment, by gender, 2001-05
• Who' s Innovating?
• Key points
• New launches focus on hand dishwashing and dishwasher care
  • Figure 7: New launches, by country, % of European new product launches, 2005-07
  • Figure 8: New launches in Spain, by category, 2005-07
• Own-labels think eco in washing-up liquids
• Machine maintenance in ancillaries
• Tablets remain the focus in dishwasher detergents
• Market Size and Forecast
• Key points
• Growth is slowing down
  • Figure 9: Spanish retail value sales of dishwashing detergents, at current and constant prices, 2002-13Figure 10: Spanish retail value sales of dishwashing products, by type, 2005-07
• What the future holds
• Forecast
• Machine dishwashing detergents boost sales
• Hand dishwashing stagnates
• Factors used in the forecast
• Segment Performance
• Key points
• Hand dishwashing
• Stagnation in 2008
  • Figure 11: Spanish retail value sales of hand dishwashing detergents, 2002-13
  • Figure 12: Spanish retail value sales of hand dishwashing detergents, by type, 2005-07
• Dishwasher products
• No more double-digit growth
  • Figure 13: Spanish retail value sales of dishwasher products, at current and constant prices, 2002-13Figure 14: Spanish retail value sales of dishwasher products, by type, 2005-07
• Market Share
• Key points
• Good growth for two branded leaders and own-labels
  • Figure 15: Manufacturers' retail value shares of dishwashing products, 2005-07
• Fairy increases its share in hand dishwashing...
  • Figure 16: Brands' retail value shares of hand dishwashing products, 2005-07
• ...and gains a greater presence in dishwasher detergents
  • Figure 17: Brands' retail value shares of dishwasher products, 2005-07
• Companies and Products
• Henkel
• Persan
• Procter & Gamble
• Reckitt Benckiser
• Brand Communication and Promotion
• Key points
• Increased adspend in 2007
  • Figure 18: Main monitored media advertising expenditure on dishwashing detergents, by country, 2005-07Figure 19: Main monitored media advertising expendture on dishwashing detergents in Spain, by manufacturer, 2005-07
• Channels to Market
• Key points
• Grocery multiples responsible for the bulk of sales
  • Figure 20: Spanish retail value sales of dishwashing products, by outlet type, 2005-07
• Consumer -- Pan-European Overview
• Key points
• Penetration of dishwasher detergents remains low in Spain
  • Figure 21: Penetration of dishwashing products, by country, 2007
• Convenience of tablets appeals
  • Figure 22: Penetration of dishwasher detergents, by type and by country, 2007
• Frequent use implies no dirty dishes in Spanish households
  • Figure 23: Penetration and frequency of using dishwashing detergents, by country, 2007
• Consumer -- Trends in Spain
• Key points
• Greater use of dishwasher detergents
  • Figure 24: Trends in use of dishwashing detergents, 2003-07
  • Figure 25: Trends in frequency of using dishwashing detergents, 2003-07
• Multifunction tablets gain ground at the expense of powders
• Washing-up liquid is used on a frequent basis
  • Figure 27: Trends in frequency of using washing-up liquids, by dishwasher owners, 2003-07
  • Figure 28: Trends in frequency of using washing-up liquids, by non-dishwasher users, 2003-07
• Consumer -- Usage and Attitudes
• Key points
• Larger households with children are core users of washing-up liquids
• Use of dishwasher detergents linked to income and employment status
• Detailed demographics
  • Figure 29: Penetration and frequency of using washing-up liquids, by demographic sub-group, 2007
  • Figure 30: Penetration and frequency of using dishwasher detergents, by demographic sub-group, 2007
• Attitudes
• Convenience is king
• Dishwasher owners can afford the premium
• High brand loyalty extends to own-labels
  • Figure 31: Attitudes towards price, promotion, new products and brand loyalty, by main shoppers, 2007