pulse report household q2 2012

7/30/2019 Pulse Report Household Q2 2012

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www.SymphonyIRI.eu

Household

SymphonyIRI

Welcome to the Pulse Q2 2012 edition for

Household. We hope you find it useful. Please do

not hesitate to contact us if you have any questionsor comments at [email protected]

Pulse


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Household SymphonyIRI Pulse Q2 2012

www.SymphonyIRI.eu

About the Report

This Household report is one of 10 super category reports designed to show

high-level comparison and analysis for retail markets across major countries

in Europe.

This report contains data gathered from around Europe. This market was

split into the following categories: Air Fresheners, Dishwash, Household

Cleaners, Shoe Cleaners, Cleaning Supplies, Insecticides, Fabric Detergents,

Fabric Enhancers and Paper Disposables.

The report highlights key metrics such as total sales figures, market trends,

category shares, winners and losers for Europe and for individual countries.

The data has been sourced from Symphony IRI Group retail databases and

Eurostat the statistical branch of administration for the European

Commission.

The countries included in the report are: France, Germany, Italy,

Netherlands, Spain and the UK.

The market channels used for each country in this report are as follows:

For analytical purposes the data sourced from available retail databases has

been consolidated to provide consistent results. However, for some countries

it has not been possible to source data pertaining to certain categories. When

this has occurred it has been documented in the Notes section found at the

end of the report.

Country Channels used

UKHypermarkets, Supermarkets, Drugstores and

Impulse Outlets

ESHypermarkets, Supermarkets, Hard Discounters,

Drugstores and includes the Canary Islands

DEHypermarkets, Supermarkets, Hard Discounters

and Drugstores

NL

Hypermarkets, Supermarkets, Hard Discounters

and Drugstores

ITHypermarkets, Supermarkets, Small Self Service,

Hard Discounters and Drugstores

FRHypermarkets and Supermarkets


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In the Radar

Economic figures influencing consumer behavior

Population in Mill ions Unemployment (%)

Average 12 Months

Inflation Rate GDP in Millions ()

January

2011

January

2012

Dec.

2011

Average

2012

Dec.

2011

Average

2012

2011

(Estimate)

2012

(Estimate)

France 65.0 65.3 9.7 10.3 +2.3 +2.5 1,987,699 2,099,232

Germany 81.7 81.8 5.9 5.5 +2.5 +2.4 2,567,000 2,745,827

Italy 60.6 60.8 8.4 10.7 +2.9 +3.5 1,586,209 1,632,115

Netherlands 16.6 16.7 4.4 5.3 +2.5 +2.8 607,435 620,515

Spain 46.1 46.1 21.6 25.1 +3.1 +2.3 1,074,940 1,057,739

United

Kingdom 62.4 62.9 8.4 8.0 +4.4 +3.7 1,747,315 2,026,461

Source Eurostats, July 2012

With a more price conscious consumer,

offering more volume in promotions hasbecome less effective than single unit price

cuts especially when packs will last a long

time. Simple discounts are favoured, so packs

that can hit round prices can give an extra

advantage vs competitors. Pack sizes are

likely to change to make this more profitable.

Sam Cialis

Senior Insight Manager, SymphonyIRI Group

Contact: [email protected]

Tel : +44 1344 747910


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Global Trends

+4.5%

+1.5%

+0.4%

+2.1%

TOTAL EUROPE +1.9%

Value Sales in Millions ()

Total EU 28,703

DE 6,605

IT 5,892

FR 5,592

UK 4,914*

ES 3,993

NL 1,207

1,226 1,1881,232

1,2041,252

1,226

979 1,006 1,034 972 982 1,004

305 299 304 291 309 302

1,468 1,489 1,521 1,430 1,473 1,469

1,667 1,5951,673

1,6311,676 1,625

1,3471,435

1,3791,394 1,3841,330

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

03 Apr, 11 03 Jul, 11 02 Oct, 11 01 Jan, 12 02 Apr, 12 01 Jul, 12

Millions

Period Ending

France

Germany

Italy

Netherlands

Spain

UK

*based on an exchange rate of 1.150 to the pound

+1.0%

+1.1%

Positive Trend

Static Trend

Negative Trend

Value sales and growth and decline in the last year

Value sales for the last six quarters

Source: SymphonyIRI Retail Databases; Period Ending 01 Jul, 12


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www.SymphonyIRI.eu

8.610,78

2.847,42 2.696,05

4.214,58

5.944,29

2.9 4.12.01,8 -0.1

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Dishwash Fabric

Enhancers

Millions

Total Sales % vs. YA

Top 5 Categories Evolution

30.5%

21.1%

14.9%

10.1%

9.6%

6.1%5.4%1.9%

0.5%

Paper Disposables Fabric Detergents Household Cleaners

Dishwash Fabric Enhancers Air FreshenersCleaning Supplies Insecticides Shoe Cleaners

Europe

Value Sales () and % Change vs. Yr Ago

8,611

5,944

4,215

2,8472,696

1,707

1,510523

150

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom

MillionsEuros

Category Value Sales and Share of Value in the Last Year


Key Trends

France and the UK are gaining share

of Household at the expense of the

larger but static German and Italian

markets. Spain is the only country that

has grown vs Q1 but Italy and Spain

are the only countries in slight decline

vs Q2 2011.

Sales are up 1.9% with Dishwash

growing at the fastest rate across thetop 5 categories. These categories are

in growth with the exception of Fabric

Enhancers. Shoe Cleaners and

Insecticides are also in decline.

With manufacturers struggling with

rising raw material costs, there are

signs that pack sizes are being

decreased particularly in Laundry.


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Europe

Top 5 Losers: Value Sales

chg vs. Yr Ago ()

Top 5 Winners: Value Sales

chg vs. Yr Ago ()

168.7

149.3

111.9

83.0

26.7

0 50 100 150 200

Fabric

Detergents

Paper

Disposables

Dishwash

Household

Cleaners

Air Fresheners

Millions

-3.5

-6.5

-29.1

-35 -30 -25 -20 -15 -10 -5 0

Fabric Enhancers

Shoe Cleaners

Insecticides

Millions

Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom


Category Insights

Fabric Detergents has overtaken Paper Disposables to become the largest growth

category in absolute terms. France, Germany and Italy are driving this with value

growth through promotions and downsizing packs. Growth has increased rapidly vs

last quarter.

Paper Disposables continues to achieve high growth figures, driven by the

increased costs of raw materials. This category is successful in every country with

the exception of Germany where it is the biggest source of loss. Growth has

slowed vs last quarter.

Dishwash also has good levels of growth (more than last quarter) and is growing at

the fastest rate amongst the large categories in Germany, Italy, the Netherlands

and the UK. The Hand sector has been key to driving this growth.

Insecticides has the largest loss at a total European level. This has been caused

by the poor summer season and is witnessed across every country other than the

UK and Italy.


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1.462,65

589,24533,47

1.261,23

816,17

1,85,4

3.65,87,5

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Dishwash Fabric

Enhancers

Millions


26.2%

22.6%14.6%

10.5%

9.5%

7.9%5.9%2.2%

0.6%

Paper Disposables Fabric Detergents Household CleanersDishwash Fabric Enhancers Cleaning SuppliesAir Fresheners Insecticides Shoe Cleaners

France


1463

816

589533

444

332

12132

1261

0

200

400

600

800

1,000

1,200

1,400

1,600


MillionsEuros



Key Trends

French market growth rate is n1 in

Europe (+4.5% vs +1.9%).

Household products are far more

dynamic than FMCG products, which

grow by 3.7% on the last MAT

All of the Household categories have

experienced value growth this MAT

with the exception of Insecticides and

Shoe Cleaners. Fabric Detergentsgrow at the fastest rate followed by

Dishwash.


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www.SymphonyIRI.eu

France


chg vs. Yr Ago ()


chg vs. Yr Ago ()

88.5

74.7

32.3

28.2

13.6

0 20 40 60 80 100

Fabric

Detergents

Paper

Disposables

Dishwash

Household

Cleaners

Air Fresheners

Millions

-0.8

-14.3

-16.0 -14.0 -12.0 -10.0 -8.0 -6.0 -4.0 -2.0 0.0

Shoe Cleaners

Insecticides

Millions


Category Insights

Fabric Detergents drive the overall Household growth in France. The category stillbenefits from the positive impact of Liquid Concentration and from the continuing

development of Capsules. Unilever has returned to growth and is driving the

category thanks to more promotional investments.

Paper Disposable growth mainly comes from Toilet Paper, through base sales.

Private Labels are still strongly contributing to all the Paper Disposable segment

growth.

Dishwash growth comes from both the Hand and Automatic sectors. On HDW, PLs

and Henkel are ahead in terms of value sales change vs YAG. On ADW, strongcontribution from Unilever (innovation, promotion and good base sale trend). Base

sales are in growth thanks to more items per store.

Household Cleaners continue to grow thanks to Multipurpose Cleaning. In this

sector, Reckitt Benckiser low price strategy enables it to record the highest growth

rate.

Fabric Enhancers growth is driven by Water Softeners (base sales), Fabric

Softeners (through Lenor and bulk sizing strategy) and stain removers (innovation

and advertising).


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Germany


34.0%

20.7%

15.0%

10.6%

8.9%

5.8%1.2% 3.5%

0.3%


Dishwash Fabric Enhancers Air Fresheners

Cleaning Supplies Insecticides Shoe Cleaners

2,244

703

382230

77 23

1,368

990

588

0

500

1,000

1,500

2,000

2,500

2.243,79

1.368,31

990,45

587,71

702,79

2.9-1.1

4.8-1.0 4.4

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Dishwash Fabric

Enhancers

Millions

vs. YA % vs. YA


MillionsEuros


Key Trends

3 of Top 5 Household categories

have experienced value growth in

this time period.

Category demonstrated an

outstanding growth in dm

Drugstores and Hypermarkets

(mainly 800-4999 sqm).

While Soft Discounters are

recording growth, Hard

Discounters declined in all except

Dishwashing; both saw an

increase in price/volume however

only Soft Discounters have won

volume sales.



10/2010


www.SymphonyIRI.eu

Germany


chg vs. Yr Ago ()


chg vs. Yr Ago ()

-1.9

-6.7

-10.6

-23.3

-25.0 -20.0 -15.0 -10.0 -5.0 0.0

Shoe Cleaners

Fabric Enhancers

Insecticides

Paper Disposables

Millions

57.8

32.0

28.4

17.7

3.0

0 10 20 30 40 50 60 70

Fabric

Detergents

Dishwash

Household

Cleaners

Air Fresheners

Cleaning

Supplies

Millions

Category Insights

Fabric Detergent leads the category with value growth of All Purpose WashingDetergent in all the channels except Hard Discounters and C&C. In All Purpose

Washing Detergent the trend towards smaller types of packaging increases.

Dishwash is growing mainly because of the remarkable growth of Hand

Dishwashing (with almost double the growth of Machine Dishwashing). Hand

Dishwashing gain importance (the development of the last years was more

moderate) due to increase of base price. With about 30% share Hand Dishwashing

shows excellent growth in Aldi and Hypermarkets.

Household Cleaners growth is driven by Toilet Bowl Cleaners growth in DrugstoresHypermarkets and Lidl, Norma (Aldi posted decline). All these channels have

price/volume growth along with volume growth. Hypermarket and Drugstores

growth were also helped by promotions.

Air Fresheners is a very dynamic category in terms of fragrance concepts.

Especially the decorative segment is growing. Launches as well as Private Labels

are crucial for the risen average price. There is also a higher promotion activity in

the market.

Fabric Enhancers show stable development. While volume decreases, prices ofthe market leader increase. Most of the brand suffer from losses.



11/2011


www.SymphonyIRI.eu

Italy

28.0%

19.0%

16.9%

10.2%

0.8% 8.3%3.3% 3.9%

9.6%


Fabric Enhancers Dishwash Cleaning SuppliesAir Fresheners Insecticides Shoe Cleaners

19445

1,651

1,118

998

601 567489

230

0

200

400

600

800

1000

1200

1400

1600

1800



1.651,24

1.118,04

997,97

600,60566,54

3.2-0.1

1.30.3 0.1

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Fabric

Enhancers

Dishwash

Millions


MillionsEuros


Key Trends

Italian Macro Economical scenario isin recession: steadily decreasing

consumption, increasing

unemployment especially among

young people, and GDP forecast for

2012 is more negative than previous

forecasting.

Inflation is settled since November

2011 and consequently there is a

slowing down in expense growth.

Promotional volume sales are still

increasing, especially for branded

products.

Due to this general downturn,

Private Labels are gaining market

share in every segment of FMCG,

especially in low price products.



12/2012


www.SymphonyIRI.eu

Italy


chg vs. Yr Ago ()


chg vs. Yr Ago ()

17.5

14.3

4.2

2.7

0.4

0 5 10 15 20

Dishwash

Fabric

Detergents

Paper

Disposables

Insecticides

Fabric

Enhancers

Millions

-1.0

-2.6

-3.2

-10.8

-12.0 -10.0 -8.0 -6.0 -4.0 -2.0 0.0

Household

Cleaners

Shoe Cleaners

Cleaning Supplies

Air Fresheners

Millions

Category Insights

Comparing to Food and Beverage, Households markets are still negative in volume, but some

recovery signals are coming up in value. Moreover, some important markets such as Fabric

Detergents and Enhancers are structurally changing the offer. This causes a particular dynamic in

assortment. Analyzing trade channels, drugstores and discounters are the only ones growing.

Among the top 5 household categories every markets is increasing due to inflation.

Paper Disposable are increasing in value due to higher prices. This market is a Private label

domain.

Fabric Detergents market is increasing in value sales thanks also to a higher innovation rate, that

came over 1 years ago that completely changed the market structure. Continuous downsizing

pushed prices higher. In this market only hand washing is strongly decreasing. Also Fabric Enhancers are now stable after some months of a strong decrease: softeners, textile

colorants and machine descalers still have a positive trend. In the softeners market we audited the

same dynamic of downsizing as Fabric Detergents.

In Dishwashing categories, both auto dish washing and hand dish washing are growing. Both

categories are strongly promoted in store and especially hand dish washing is a private label

domain.

Among other households categories, only Insecticides are increasing, thanks to a favorable

season that helped market trend.

Private Labels had strong growth in every price range and every category. As a new phenomenon

there is an interesting increase in premium price private label. About promotions PL are using

this leverage more and more using similar leverage and discounts level as branded products,

which are now increasing again.Source: SymphonyIRI Retail Databases; Period Ending 01 Jul, 12


13/2013


www.SymphonyIRI.eu

Netherlands

35.4%

21.9%

15.3%

11.3%

8.0%

2.7%0.5% 4.8%

0.1%

Paper Disposables Fabric Detergents Household CleanersDishwash Fabric Enhancers Air FreshenersCleaning Supplies Insecticides Shoe Cleaners

6 1.79

428

264

184

136

97

57 33

0

50

100

150

200

250

300

350

400

450



427,75

263,87

135,80

96,81

184,23

2.56.3

-0.52,1 -6.3

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Dishwash Fabric

Enhancers

Millions


MillionsEuros


Key Trends

Paper Disposables grew due toincreased prices and promotion at

drugstores and a slight increase in

price at supermarkets.

The same applies for Dishwashing,

price increase brings more than 6%

growth, while volume remains

relatively static.

In almost all categories we see thatthere is an effort to raise prices, but

this is stabilising and in some cases

prices are going down due to

economic crisis and increased

competition among retailers.

Fabric Enhancers continues with the

same downward trend, consumers

opting more for general product and

leaving expensive luxuries.



14/2014


www.SymphonyIRI.eu

Netherlands


chg vs. Yr Ago ()


chg vs. Yr Ago ()

-0.4

-0.6

-0.9

-1.6

-6.5

-7.0 -6.0 -5.0 -4.0 -3.0 -2.0 -1.0 0.0

Air Fresheners

Insecticides

Household

Cleaners

Cleaning Supplies

Fabric Enhancers

Millions

9.0

8.1

6.5

0.0

0 2 4 6 8 10

Paper

Disposables

Dishwash

Fabric

Detergents

Shoe Cleaners

Millions

Category Insights

Paper disposables went up by 9 million, mainly driven by price increase, both insupermarket and drugstores, promotional pressure at drugstore caused increase in price

as well as volume (more than 15% growth YoY)

Whilst drugstores increase the pressure of promotion for disposables, with dishwashing it

is supermarkets who increased promotion resulting in Euros sales growth of almost 9%,

while at the same time volume grew by 5%. Promotional volume counts for as much as

50% for machine wash - at supermarkets as well as drugstores.

Fabric Detergents increase vs Fabric Enhancers is due to consumers opting more and

more for general detergents, and less on pre and fine wash products. Both insupermarket and drugstores prices were increased, volume decreased at supermarkets

and increased at drugstores. At drugstores this is heavily driven through promotions,

almost 75% of volume stemming from promos.

Private Label continues to grow across the board, both in general as in household.

Especially in toilet paper PL was almost solely responsible for the 9 mlln growth. This

was caused mostly by price increase within supermarkets, 6 mlln, and 2 mlln in

drugstores.



15/2015


www.SymphonyIRI.eu

Spain

29.4%

20.7%

15.2%

9.5%

0.4% 6.8%2.7%

6.6%

8.8%

Paper Disposables Fabric Detergents Household CleanersFabric Enhancers Dishwash Air FreshenersCleaning Supplies Insecticides Shoe Cleaners

10717

1,173

826

608

377 351270 264

0

200

400

600

800

1000

1200

1400



1,172.89

825.73

608.08

377.34350.52

0.54.3

1.1-0.3 -0.5

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Fabric

Enhancers

Dishwash

Millions


MillionsEuros



Key Trends

Spanish Market register a growingtendency (+3.1%). That growth comes from

a demand increase, meanwhile prices are

maintained. By channels, beyond the

dynamic Big Supermarket, the Medium

Supermarkets register a positive trend in

the last months. All this in detriment on

Hypermarket that has lost in front of

Supermarket in the last years.

Household market has a lower increase

(+1.0%) and this comes equally from priceand demand. By channels, the structure is

very similar to FMCG market with a very

strong Supermarket due to the growth in

Big and Medium Supermarkets.

Hypermarkets and Drugstores are in

decline.

Private Label represents more than 50% of

the Household market in value. And it

continues with growth It is still the source

of growth in this sector, and manufacturers'

brands don't even get positive trends.


16/20


17/2017


www.SymphonyIRI.eu

United Kingdom

33.6%

22.5%

12.6%

10.2%

0.4%

8.9%0.6%

1.0%

10.2%


Dishwash Fabric Enhancers Air Fresheners

Cleaning Supplies Shoe Cleaners Insecticides

49 30 18

1,652

1,107

618503 500

437

0

200

400

600

800

1000

1200

1400

1600

1800



1.107,11

617,68

502,54 500,12

1.652,45

2,2 0.33.70.4 4.2

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Dishwash Fabric

Enhancers

Millions


MillionsEuros


Data for the United Kingdom does not include Northern Ireland


Key Trends

The UK is just ahead of theEuropean market growth rate

(+2.1% vs +2.0%) with sales growth

rate second only to France. Value

sales are down vs last quarter but

have grown vs last year.

All of the Household categories

have experienced value growth this

MAT with the exception of Shoe

Cleaners. Dishwash continues togrow at the fastest rate followed by

Household Cleaners.

There is a shift in promotions in

Household categories in the UK

away from Multi Buys in favour of

Round single unit price cuts as

consumers have a preference for

cheaper products over more

volume.


18/2018


www.SymphonyIRI.eu

United Kingdom


chg vs. Yr Ago ()


chg vs. Yr Ago ()

-0.1

-0.1 -0.1 -0.1 -0.1 -0.1 0.0 0.0 0.0

Shoe Cleaners

Millions

35.8

22.3

20.4

12.5

4.6

0 10 20 30 40

Paper

Disposables

Household

Cleaners

Dishwash

Air Fresheners

Cleaning

Supplies

Millions

Data for the United Kingdom does not include Northern Ireland


Category Insights

Paper Disposables continues to drive the overall Household growth in the UK leadingin absolute terms as it accounts for a third of the market. The main contributors to this

performance are Kimberly Clark leading in growth in most of the sectors. Base sales

are in decline but growth is driven by price increases and the amount of promotions (not

their effectiveness).

Household Cleaners continue to grow across the sectors. Reckitt Benckiser are driving

this in Cleaning whilst Unilever drive growth in Toilet and Bleach (through innovation).

Dishwash growth is driven by the Hand sector and led by Own Label, Lever Faberge and

P&G. Base sales are in growth thanks to more items per store but promotional

effectiveness has decreased.

Air Fresheners growth is driven by the continuous non electric sector. Reckitt Benckiser

are leading in the latest MAT and latest 12wk, followed by Own Label. There are more

promotions at a lower discount which is aiding the value performance.

Fabric Detergents have returned to growth. Main Wash has strong growth in the latest 12

weeks which has boosted the MAT performance. Unilever has driven growth across

Liquid Conc, Capsules and Powder but P&G is likely to gain next quarter with their

sponsorship and likely increased support during the Olympics.


19/2019


www.SymphonyIRI.eu

Final Notes

Notes on Category Definitions for Countries

Due to the diverse products found in individual countries across this market it was necessary toconsolidate the available data into the categories in this report. In some cases it wasnt always

possible to align products across all 6 countries hence the need to highlight any anomalies in the

report. Those exceptions are listed below:

Shoe Cleaners

The Germany and France data in this report includes leather cleaning products

Tools

The UK data in this report only contains Rubber Gloves for this category

The Germany data in this report does not include Mops, Brushes or Rubber Gloves

Fabric Enhancers

The UK data in this report does not include stain remover or fabric bleach products

The Italy data in this report does not include Tumble Dry Enhancers

The Spain data in this report does not include Anti Lime scale for Laundry, Tumble Dry Enhancer or

Fabric Storage products

Paper Disposables

The France data in this report does not include Wet Wipes

The UK data in this report does not include Paper Napkins


20/20


Resources

To gain insight into opportunities across specific categories, segments, channels or retailers, contact

your SymphonyIRI client service representative regarding custom analyses leveraging the following

resources:

InfoScan Census is a syndicated retail tracking service that enables manufacturers and retailers

to acquire industry insights used to make better business decisions. InfoScan Census utilizes the data

that SymphonyIRI Group collects from grocery, drug, and mass merchandise retailers to provide the

most comprehensive and accurate syndicated data offering in the Fast Moving Consumer Goods

(FMCG) sector. With access to accurate, granular detail by category, geography, measure, and time

period, clients have the tools needed to develop marketing and sales strategies based on product

performance, distribution, and promotion responsiveness. All data about frozen foods are coming

from InfoScan Census.

SymphonyIRI Consulting provide strategic insights and advice leveraging a variety of data

sources, predictive analytics, enabling technologies, and business analyses to help CPGmanufacturers and retailers address significant sales and marketing issues effectively

Contact: SymphonyIRI Group, [email protected], Tel: +33 1 30 26 81 00

About SymphonyIRI Group

SymphonyIRI group, formerly named Information Resources, Inc. (IRI), is the global leader in

innovative solutions and services for driving revenue and profit growth in CPG, retail andhealthcare companies. SymphonyIRI offers two families of solutions: core IRI solutions for

market measurement and symphony advantage solutions for enabling new growth opportunities

in marketing, sales, shopper marketing and category management. SymphonyIRI solutions

uniquely combine content, analytics and technology to deliver maximum impact. SymphonyIRI

helps companies create, plan and execute forward-looking, shopper-centric strategies across

every level of the organization.

For more information, visit www.SymphonyIRI.eu

pulse report household q2 2012

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