Pulse Report Household Q3 2012

7/29/2019 Pulse Report Household Q3 2012

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www.SymphonyIRI.eu

Household

SymphonyIRI

Welcome to the Pulse Q3 2012 edition for

Household. We hope you find it useful. Please do not

hesitate to contact us if you have any questions orcomments at [email protected]

Pulse


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Household SymphonyIRI Pulse Q3 2012

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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

Source Eurostats, October 2012

Population in Millions 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 2,033,702

Germany 81.7 81.8 5.9 5.5 +2.5 +2.4 2,567,000 2,645,862

Italy 60.6 60.8 8.4 10.7 +2.9 +3.5 1,586,209 1,565,770

Netherlands 16.6 16.7 4.4 5.3 +2.5 +2.8 607,435 609,133

Spain 46.1 46.1 21.6 25.1 +3.1 +2.3 1,074,940 1,050,211

United

Kingdom 62.4 62.9 8.4 7.9 +4.4 +3.7 1,747,315 1,913,070

Price rises have been a key driver of value growth in

many Household categories in 2012. As we start toannualise against these, and with already high levels

of volume on deal, NPD could be a key driver of

growth in 2013 and could justify higher prices.

Sam Cialis

Senior Insight Manager, SymphonyIRI Group

Contact: [email protected] : +44 1344 747910


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Global Trends

+4.2%

+0.6%

0.0%

+2.2%

TOTAL EUROPE +1.5%

Value Sales in Millions ()

Total EU 28,051

DE 6,578

IT 5,887

FR 5,626

UK 4,948*

ES 3,992

NL 1,020

1,190 1,234 1,209 1,259 1,231 1,249

1,006 1,034 972 982 1,005 1,033

255 258 247 261 256 256

1,491 1,523 1,432 1,476 1,4731,506

1,5951,673

1,6311,676 1,625 1,646

1,330 1,3791,394 1,384

1,4701,435

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

3-Jul-11 2-Oct-11 1-Jan-12 2-Apr-12 1-Jul-12 1-Oct-12

Millions

Period Ending

France

Germany

Italy

Netherlands

Spain

UK

*based on an exchange rate of 1.150 to the pound

+0.8%

+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 Oct, 12


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8,520.37

2,844.50 2,684.43

4,184.05

5,944.51

3.1 3.81.11.0

0.2

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Dishwash Fabric

Enhancers

Millions

Total Sales % vs. YA

Top 5 Categories Evolution

30.4%

21.2%

14.9%

10.1%

9.6%

6.0%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

8,520

5,945

4,184

2,845 2,684

1,6821,506

535150

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

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. All

countries have grown vs Q2 but

France and the UK are the only

countries to grow vs Q3 2011.

Sales are up 1.5% with Dishwash

growing at the fastest rate acrossthe top 5 categories but Fabric

Detergents are delivering the

largest absolute growth. All of

these categories are in growth

with only Shoe Cleaners and Air

Fresheners in decline.

Overall Household sales are at

their highest point over the last 6

quarters but can this price-ledgrowth continue in 2013 after

signs that growth is slowing?


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Europe

Top 5 Losers: Value Sales

chg vs. Yr Ago ()

Top 5 Winners: Value Sales

chg vs. Yr Ago ()

180.6

104.8

83.1

44.3

5.2

0 50 100 150 200

Fabric

Detergents

Dishwash

Paper

Disposables

Household

Cleaners

Fabric

Enhancers

Millions

-4.2

-6.3

-7 -6 -5 -4 -3 -2 -1 0

Shoe Cleaners

Air Fresheners

Millions

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


Category Insights

Fabric Detergents continues as the largest growth category in absolute terms. All

countries exc Spain have had significant growth.

Dishwash also has good levels of growth and has overtaken the slowing Paper

Disposables in terms of absolute growth. It is the only category to grow across all

European countries with the Hand sector key to driving this growth.

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

increased costs of raw materials. This category is successful in every country withthe exception of Germany where it is the biggest source of loss and Italy. Growth

continues to slow across the continent.

Insecticides has turned around its poor performance during this summer season and

is no longer in decline.

Air Fresheners is the largest declining category, driven by Spain and Italy. Evidence

that non-essential categories are most affected.


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1,470.56

593.91533.81

1,273.71

815.83

1.6

4.5

2.6

5.46.8

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Dishwash Fabric

Enhancers

Millions


26.1%

22.6%

14.5%

10.6%

9.5%

7.9%5.9%2.3%

0.6%

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

France


1471

816

594534

443

331

13232

1274

0

200

400

600

800

1,000

1,200

1,400

1,600


MillionsEuros



Key trends

French market growth rate still n1

in Europe (+4.3% vs +1.6%)

Household products are far more

dynamic than FMCG products,

which grow by 3.3% on the last

MAT

As for Q3, all of the Household

categories have experienced

value growth this MAT with the

exception of Shoe Cleaners.

Fabric Detergents grow at the

fastest rate followed by

Insecticides.


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France


chg vs. Yr Ago ()


chg vs. Yr Ago ()

81.5

63.1

30.4

20.4

9.4

0 20 40 60 80 100

Fabric

Detergents

Paper

Disposables

Dishwash

Household

Cleaners

Air Fresheners

Millions

-0.4

-0.4 -0.4 -0.3 -0.3 -0.2 -0.2 -0.1 -0.1 0.0

Shoe Cleaners

Millions


Category Insights

Fabric Detergents is still driving the overall Household growth in France. Thecategory benefits from the positive impact of Liquid Concentration and from the

continuing development of Capsules.

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 both comes from the Hand and Automatic sectors. On HDW, all

major brands as well as PLs contribute to market growth. On ADW, strong

contribution from Unilever (innovation, promotion and good base sale trend). Basesales 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.

Air Fresheners ahead of Fabric Enhancers this quarter. This category mainly grows

through innovation.


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Germany


33.9%

20.9%

14.9%

10.7%

8.9%

5.7%1.2% 3.6%

0.3%


Dishwash Fabric Enhancers Air Fresheners

Cleaning Supplies Insecticides Shoe Cleaners

2,229

701

372234

77 23

1,373

980

588

0

500

1,000

1,500

2,000

2,500

2.229,46

1.373,32

980,49

588,32701,36

0.7 -0.53.6

-1.53.2

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Dishwash Fabric

Enhancers

Millions

vs. YA % vs. YA


MillionsEuros


Key trends

Hypermarkets, Soft Discounter

and Grocery recording growth in

total household category; whereas

Drugstores (due to Schlecker

insolvency) and Hard Discounters

posted a decline.

More than 20% of the value sales

are through promotions for

Household category and isaiming to go higher still (overall

market ex. Hard Discounters).

Drugstores faced a decline in

most of the household categories,

though the promotional sales saw

a growth. Hard Discounters also

experienced losses in all

categories, whereas Soft

Discounters saw a stablemoderate growth.



10/2010


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Germany


chg vs. Yr Ago ()


chg vs. Yr Ago ()

-1.8

-2.9

-4.9

-33.3

-35.0 -30.0 -25.0 -20.0 -15.0 -10.0 -5.0 0.0

Shoe Cleaners

Fabric Enhancers

Insecticides

Paper Disposables

Millions

42.6

24.3

7.2

4.2

3.5

0 10 20 30 40 50

Fabric

Detergents

Dishwash

Household

Cleaners

Air Fresheners

Cleaning

Supplies

Millions

Category Insights

Fabric Detergents is the leading category constituting (about 21% share) of the totalcategory sales; the main driver for the growth is All Purpose Washing Detergents

which experiences growth in all channels except Hard Discounters. Major

contributor being Hypermarket with approx. 42% and still growing promotional

activities. Most of the channels see a volume decline due to an increase for price/

volume.

Dishwash experiences a growth attributing to the development in Hand dishwashing

category with a market share of 33% approx. The development of Hand

dishwashing is mainly driven by a price increase of private labels.

Household Cleaners growth was driven by main segment Toilet bowl Cleaner.

Hypermarkets and drugstores have seen growth in promotions and price/volume.

While Paper Disposables hold the maximum share in the Household segment is on

a declining trend. All the categories except for toilet paper and wet wipes are

decreasing. While wet toilet paper continues to grow while traditional toilet paper

remains stable.



11/2011


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Italy

28.0%

19.1%

16.9%

10.1%

0.8% 8.2%3.3% 3.8%

9.7%

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

19445

1,647

1,127

995

596 571485

227

0

200

400

600

800

1000

1200

1400

1600

1800



1.647,01

1.126,77

995,50

596,07571,02

3.4-0.9

2.4-0.4 -1.0

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Fabric

Enhancers

Dishwash

Millions


MillionsEuros


Key trends

Italian Macro Economical scenario is

in deep recession: consumption is

decreasing twice the rate of 2009

and strongly decreasing versus Q2,

unemployment is steadily increasing

and GDP forecast also for 2013 is

more negative than expected.

Inflation is decreasing if compared

with previous months and

consequently there is a slowing downin expense growth. Promotional

volume sales are still slowly

increasing, especially for branded

products.

Due to this general downturn, Private

Labels are gaining market share

more and more in every segment of

FMCG. An unexpected growth in

premium private labels.



12/2012


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Italy


chg vs. Yr Ago ()


chg vs. Yr Ago ()

26.8

18.8

0.5

0 5 10 15 20 25 30

Fabric

Detergents

Dishwash

Insecticides

Millions

-5.9

-6.6

-7.6

-8.8

-14.9

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

Fabric Enhancers

Paper Disposables

Cleaning Supplies

Household

Cleaners

Air Fresheners

Millions

Category Insights

Comparing to Food and Beverage, Households markets are still negative in volumeand also in value in 2012 (YTD), even if there are some channels such as

drugstores and discounters that are quite positive. Also, some important markets

such as Fabric Detergents and Enhancers are structurally changing their offer.

Among the top 5 household categories only Fabric Detergents and Dishwash are

increasing in value. Fabric Detergent growth due to Machine washing, but volume is

decreasing due to the general downsizing.

Paper Disposables for the first time static (-0.4%) mainly due to the toilet paper

decrease and paper wraps increase. This market is a Private label domain. Fabric Enhancers are now negative again after a settled Q1 and some months of a

strong decrease: machine descalers still have a positive trend but other categories

are decreasing. 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 whilst hand dish washing is

a private label domain. Only Machine additives are negative.

Private Labels confirmed strong growth. As a new phenomenon there is aninteresting increase in premium price private label. PL are using promotions more

and more using similar leverage and discount level as branded products.



13/2013


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Netherlands

32.8%

22.3%

16.0%

11.7%

8.3%

3.1%0.7% 5.0%

0.2%

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

7 1.75

334

227

163

120

85

51 31

0

50

100

150

200

250

300

350

400



334

227

120

85

163

2.1

5.0

-0.31.8

-5.5

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Dishwash Fabric

Enhancers

Millions


MillionsEuros



Key trends

Paper disposables continues to

grow both in value and volume.

Heavy promotions continue in

both supermarket and drug

channel. Price outgrows volume

growth in both channels

Fabric detergents continue to

grow in Euro sales, sparked by

the growth of general washingdetergents due to price increases.

As stated in previous report, the

price increases continue in a lot of

categories, including dishwashing,

where hand wash continues to

grow stronger due to the crisis.


14/2014


www.SymphonyIRI.eu

Netherlands


chg vs. Yr Ago ()


chg vs. Yr Ago ()

-0.5

-2.2

-4.9

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

Household

Cleaners

Cleaning Supplies

Fabric Enhancers

Millions

5.9

5.7

4.8

1.2

0.9

0 2 4 6 8

Paper

Disposables

Dishwash

Fabric

Detergents

Air Fresheners

Insecticides

Millions


Category Insights

Consumers seem to continue to be more selective in their choices, FabricEnhancers is more and more dropped from the shopping list, as it continues to drop

in euro sales. This and other examples indicate that consumers stick more to the

necessities and due to the crisis dropping items that could be perceived as luxury.

A similar explanation can be given for the decrease in Cleaning Supplies, where

consumers seem to make choices on what they really need or not, volume is

especially down, overall result is compensated by price increase minimizing the loss

in euro sales.

Consumers seem to buy in more and more volume driven promotions explaining thegrowth of for example Paper Disposables, which at the same time is more driven by

the price increases. These promotions are done in both drug and supermarket

channel both trying to win the consumer over.

Fabric Detergents continued growth in euro sales due to price increases, although it

grew in both volume and price, the latter grew at a higher rate. The growth was

caused solely by main wash white, which grew in price the fastest. Pre-wash

continued the decline. Drug profited of a stronger growth rate than supermarket

chains, but their relative turnover is still much smaller than supermarket. This is one

of the other areas where drug continues to gain turnover from supermarkets,supported by continued promotions.


15/2015


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Spain

29.4%

20.7%

15.2%

9.5%

0.4% 6.7%2.7%

6.6%

8.9%

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

10617

1,174

825

608

378 354266 263

0

200

400

600

800

1000

1200

1400



1,174

825

608

378354

1.93.2 0.6-0.2 -0.1

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Fabric

Enhancers

Dishwash

Millions


MillionsEuros



Key trends

The Spanish market registers growth

in Q3 (+2.9%). That growth comes, in

equal parts, from demand increase

and price increase. By channels,

beyond the dynamic Big

Supermarket, the Medium

Supermarkets register a positive

trend in the last few months. All this

in detriment on Hypermarkets that

have lost ahead of Supermarkets in

the last couple of years.

The Household market has a lower

increase (+0.7%) and this comes

equally from price and demand. By

channels, the structure is very similar

to the FMCG market with a very

strong Supermarket due to the

growth in Big and Medium

Supermarkets. Hypermarkets and

Drugstores are in decline.


16/2016


www.SymphonyIRI.eu

Spain


chg vs. Yr Ago ()


chg vs. Yr Ago ()

35.9

6.6

3.7

0 10 20 30 40

Paper

Disposables

Dishwash

Household

Cleaners

Millions

-0.4

-1.0

-1.5

-3.2

-10.4

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

Fabric Enhancers

Shoe Cleaners

Fabric Detergents

Insecticides

Air Fresheners

Millions


Category Insights

All segments are growing in Paper Disposables. Except toilet paper, all have a flatvolume trend (price increase explains the growth in these segments). In the toilet

paper segment, the growth of big packs is driving the category.

There is a change in consumer habits for the Fabric Detergents category. Due to the

innovation in recent years, Liquid detergents has won market share and is still

growing. Concentrates, with their smaller size and their lower medium price has the

change possible, in detriment of Powders. Capsules are also contributing to growth.

In Cleaning Supplies, gloves' growth is explained by bigger packs in the category

(50 gloves package), that enable value and volume growth above 5% in this singlesector. Besides this, added value mops (more expensive than traditional ones) are

growing in the last few periods, so they are driving the value growth too.

Air Fresheners are decreasing due to lost sales in all the segments, except

Automatic Air Fresheners. This is the most heavily declining category in the

Household market. Even Private Label is decreasing and only the new launches in

Automatic Air Fresheners contribute to growth.

Insecticides is a very seasonal category and its decrease comes from climatological

reasons. Also, PL is increasing above 5% in volume and value which has had a

detrimental effect on the category.


17/2017


www.SymphonyIRI.eu

United Kingdom

33.7%

22.6%

12.6%

10.2%

0.4%

8.8%0.6%

1.0%

10.2%


Dishwash Fabric Enhancers Air Fresheners

Cleaning Supplies Shoe Cleaners Insecticides

50 31 20

1,665

1,119

621504 503

435

0

200

400

600

800

1000

1200

1400

1600

1800



1,118.71

621.28

504.38 503.14

1,665.29

1.12.23.7

2.4 3.9

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 ahead of the European

market growth rate (+2.2% vs

+1.5%) with sales growth rate

second only to France. Value

sales are up vs last quarter and

have grown vs last year.

All of the Household categories

have experienced value growth

this MAT. Of the 5 largestcategories, Dishwash continues to

grow at the fastest rate followed

by Household Cleaners.

Q3 included a boost in the UK

with the hosting of the Olympics.

Many Household categories had

more promotional support at this

time as P&G were one of the

sponsors.


18/2018


www.SymphonyIRI.eu

United Kingdom


chg vs. Yr Ago ()


chg vs. Yr Ago ()

0.0 0.0 0.0 0.0 0.0 0.0 0.0

Millions

26.4

22.3

18.8

18.1

11.0

0 5 10 15 20 25 30

Fabric

Detergents

Household

Cleaners

Dishwash

Paper

Disposables

Fabric

Enhancers

Millions

Data for the United Kingdom does not include Northern Ireland


Category Insights

Fabric Detergents are driving growth this quarter. Main Wash has strong growth thisyear but non-essential parts of the Wash (Wash Treatments) are in decline. Unilever

has driven growth across Liquid Conc, Capsules and Powder but P&G has strong

gains on a 12wk basis with strong promotional support in the build up to the Olympic

games. Growth is driven by no of items and promoted price.

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). Cleaning growth is driven by more items per store and base price

increases.

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

and P&G. There is a positive underlying rate of sale trend within the category whilst

promotional effectiveness has decreased.

Paper Disposables is no longer driving the overall Household growth in the UK as it

is overtaken by 3 of the top 5 categories. Own Label is suffering large losses in Soft

Tissue and Household Towels with SCA gaining in these areas.

Fabric Enhancers has made the top 5 contributors to growth list in place of Air

Fresheners. P&G and Unilever are driving growth within the Rinse Conditioners

sector with growth from the effectiveness of promotions. Activity on larger packs hasbeen key to getting existing shoppers to buy more.


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

Documents

Pulse Report Household Q3 2012