Household Cleaning Products - France - July 2008

Abstract

The French household cleaning market is in decline, amounting to an estimated €892 million in 2008, down a modest 1% on 2007, despite high levels of innovation and promotional activity. The market is mature and highly concentrated and, similar to other commodity markets, is driven by fierce price competition. Rising costs of living are forcing French consumers to trade down and this is impacting negatively on value sales whilst benefiting own-label and discounters.

Nevertheless, surface cleaners, toilet care products and convenient cleaning wipes all showed positive growth, thanks mainly to the strong performance of power cleaners. French consumers still declare themselves to be keen on cleaning even though they are spending increasingly less time doing it.

This report assesses the market for products used for cleaning, disinfecting and polishing within the home. Products that are mainly cosmetic in purpose, for example air fresheners, have been excluded, but lavatory blocks and colorants have been included because they have a disinfecting effect. Cleaning hardware products have also been excluded from the report, except disposable brushes, as have disinfectants used primarily for medicinal purposes and products relating to car care.

The market for household cleaning products covers the following sectors:

• Surface cleaners for the kitchen, bathroom, including window cleaners, glass cleaners and polish in the form of liquids, gels, powders and wipes
• Liquid bleach and disinfectants
• Toilet care products: lavatory blocks (incl. liquid rim products) and lavatory cleaners gel and liquid in the form of wipes, in-cistern products (e.g. blocks, tablets), in-bowl products (e.g. tablets, refills) and disposable brushes
• Flooring and furniture for floor (hard floors e.g. wood, lino, tiles), carpet and upholstery, furniture cleaners and polishes in the form of wipes, liquid, powder and wax
• Specialist cleaners including metal cleaner, drain care e.g. toilet and sink unblockers, oven and hob cleaner, limescale remover, scouring products, mould and mildew remover and ' other' , which includes stain remover for particular surfaces e.g. terracotta, marble, wood etc.