Pulse Report Household Q4 2012

7/28/2019 Pulse Report Household Q4 2012

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www.SymphonyIRI.eu

Household

SymphonyIRI

Welcome to the Pulse Q4 2012 edition for Household.

We hope you find it useful. Please do not hesitate to

contact us if you have any questions or comments [email protected]

Pulse


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Household SymphonyIRI Pulse Q4 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 andEurostat 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. Whenthis 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 December 2012

Population in Millions Unemployment (%)

Average 12 Months

Inflation Rate GDP in Millions ()

January

2011

January

2012

Dec

2011

Dec

2012

Dec.

2011

Average

2012

2011

(Estimate)

2012

(Estimate)

France 65.0 65.3 9.7 10.2 +2.3 +2.2 1,987,699 2,029,877

Germany 81.7 81.8 5.9 5.5 +2.5 +2.1 2,567,000 2,643,900

Italy 60.6 60.8 8.4 10.7 +2.9 +3.3 1,586,209 1,565,916

Netherlands 16.6 16.7 4.4 5.3 +2.5 +2.8 607,435 601,086

Spain 46.1 46.1 21.6 25.0 +3.1 +2.4 1,074,940 1,048,490

United

Kingdom 62.4 62.9 8.4 8.0 +4.4 +2.8 1,747,315 1,898,520

Household products can take up a large proportion

of a weekly shopping budget. Manufacturers will

need to encourage frequency of purchase and

provide products for a growing number of price

sensitive shoppers.

Sam Cialis

Senior Insight Manager, SymphonyIRI Group

Contact: [email protected]

Tel : +44 1344 747910


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Global Trends

+2.6%

+0.6%

-1.1%

+2.2%

TOTAL EUROPE +0.7%

Value Sales in Millions ()

Total EU 28,025

DE 6,572

IT 5,847

FR 5,635

UK 4,963*

ES 3,986

NL 1018

1,2321,213

1,256 1,230 1,250 1,230

1,035 973 984 1,006 1,034 963

258 247 261 256 256 245

1,5231,432 1,476 1,473

1,5061,392

1,6731,631 1,676 1,625

1,6491,622

1,436 1,394 1,3851,470

1,3851,380

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

2-Oct-11 1-Jan-12 2-Apr-12 1-Jul-12 1-Oct-12 30-Dec-12

Millions

Period Ending

France

Germany

Italy

Netherlands

Spain

UK

*based on an exchange rate of 1.150 to the pound

-0.2%

0.3%

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 30 Dec, 12


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www.SymphonyIRI.eu

8,489

2,840 2,686

4,169

5,986

3.22.3

-0.40.2 -0.3

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Dishwash Fabric

Enhancers

Millions

Total Sales % vs. YA

Top 5 Categories Evolution

30.3%

21.4%

14.9%

10.1%

9.6%

6.0%5.3%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

8,489

5,986

4,169

2,840 2,686

1,6741,498

533149

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 continue to

gain share of Household but Italy

and Spain are the only countries

in decline on a year-on-year basis.

Every country is in decline vs. Q3.

Sales are up 0.7% with Fabric

Detergents driving growth (and at

the fastest rate) across the top 5

categories. Dishwash and PaperDisposables are the only other

categories in growth, with Air

Fresheners leading the decline.

Q4 is traditionally the lowest

quarter of the year (especially in

Germany, France and UK) as

other categories get more of the

Christmas shopping budget.


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Europe

Top 5 Losers: Value Sales

chg vs. Yr Ago ()

Top 5 Winners: Value Sales

chg vs. Yr Ago ()

183.9

64.1

14.9

0 50 100 150 200

Fabric

Detergents

Dishwash

Paper

Disposables

Millions

-6.3

-9.4

-14.4

-16.1

-30.9

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

Insecticides

Fabric Enhancers

Cleaning Supplies

Household

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,

significantly ahead of any other category. All countries exc Spain have had significant

growth with France, Germany and the UK >+50m each. This is helping the overall

Household market to grow in Europe as 6 of 9 categories decline.

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 growth has reduced drastically at a European level after slowing

over the last few quarters as price rises are annualised. France and Spain have

driven this growth but this is almost matched by declines in Germany and Italy.

Air Fresheners is the largest declining category, caused by Spain, Italy and

Germany. Evidence along with Fabric Enhancers that non-essential categories are

most affected when consumers manage their budgets.


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1,472.46

597.65536.81

1,280.91

812.13

0.8

3.1

0.3

4.24.9

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Dishwash Fabric

Enhancers

Millions


26.1%

22.7%

14.4%

10.6%

9.5%

7.8%5.9%2.3%

0.6%

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

France


1472

812

598537

441331

13033

1281

0

200

400

600

800

1,000

1,200

1,400

1,600


MillionsEuros



Key Trends

Household products are as

dynamic as FMCG products in

2012 with a growth rate of 2.6%

vs. 2.5% for FMCG products

French market growth rate still n1

in Europe (+2.6% vs. +0.7%

average)

While FMCG value growth is

driven by inflation (+2%),Household benefits from

premiumisation.

All of the Household categories

have experienced value growth

this year with the exception of

Cleaning Supplies. Fabric

Detergents grow at the fastest rate

followed by Dishwash.


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France


chg vs. Yr Ago ()


chg vs. Yr Ago ()

60.2

44.3

24.1

4.9

4.2

0 10 20 30 40 50 60 70

Fabric

Detergents

Paper

Disposables

Dishwash

Air Fresheners

Fabric

Enhancers

Millions

-1.3

-1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 0.0

Cleaning Supplies

Millions


Category Insights

Fabric Detergents is driving the overall Household growth in France. The categorystill benefits from the positive impact of Liquid Concentration and from the continuing

development of Capsules.

All segments are growing in Paper Disposables, mainly through base sales, even if

promotions are more important this year than in 2011.

Dishwash growth 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). Base sales are in growth

thanks to more items per store. Household Cleaners continue to grow thanks to Multipurpose Cleaning, mainly

through Bathroom & Kitchen Cleaners, Wipes and to a lesser extent, Multi-purpose

Cleaners.

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

grows through innovation, on the Electric segment.


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Germany


33.7%

21.1%

14.9%

10.7%

9.0%

5.6%1.2% 3.6%

0.3%


Dishwash Fabric Enhancers Air Fresheners

Cleaning Supplies Insecticides Shoe Cleaners

2,218

701

368233

76 22

1,388

978

589

0

500

1,000

1,500

2,000

2,500

2,217.70

1,388.39

978.04

588.56700.71

-1.1 -0.5

2.0

-1.5

3.8

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Dishwash Fabric

Enhancers

Millions

vs. YA % vs. YA


MillionsEuros


Key Trends

Category demonstrated growth

especially in Supermarkets and

Hypermarkets (significantly sub-

channels 800-1499 sqm and

2500-4999 sqm).

Discounters posted a decline

mainly due to a dip in sales for

Hard Discounters, which

experienced losses in manycategories like Insecticides,

Household Cleaners, Fabric

Enhancers, Air Freshener, etc.

Soft Discounters grew, but not

sufficient to push overall channel

growth.

Drugstores also declined

(Schlecker insolvency), major

losses contributed by PaperDisposables and Household

Cleaners.



10/2010


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Germany


chg vs. Yr Ago ()


chg vs. Yr Ago ()

-2.8

-5.4

-6.7

-10.6

-33.3

-40.0 -35.0 -30.0 -25.0 -20.0 -15.0 -10.0 -5.0 0.0

Fabric Enhancers

Air Fresheners

Insecticides

Household Cleaners

Paper Disposables

Millions

51.3

13.5

2.6

0 10 20 30 40 50 60

Fabric

Detergents

Dishwash

Cleaning

Supplies

Millions

Category Insights

Fabric Detergent leads the category growth at a rate of +4%. It is majorly driven byAll Purpose Washing Powder (with >80% share); Major channel is Hypermarkets

with approx. 42% share and growth of +10% approx. fueled by higher promotions.

Drugstores and Hard Discounters post a decline.

The Dishwash category grew significantly in Hypermarkets, mainly in (800-1499

sqm, as well as 1500-2499 sqm) followed by Soft Discounters. The Hand

Dishwashing category, which constitutes 33% of the category, records a significant

growth of +6%. Rise in price/volume led to the decline in volume sales.

PL has the highest share (about 41%) and shows the maximum gain by contributing

significantly to the growth of the category, it also grew in volume sales and higher prices/volume.

Cleaning Supplies grew due to the growth in Hard Discounters and Hypermarkets.

PL is the biggest manufacturer with 65% approx. share.

Household Cleaners value decrease is driven by a Bath & Sanitary decline

especially in Discounters due to reduced volumes.

The largest category Paper Disposables is on a downward trend. All the segments

decline in the category except for Handkerchiefs which posts a very minimal growth.



11/2011


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Italy

27.9%

19.3%

16.9%

10.1%

0.7% 8.2%3.3% 3.8%

9.7%


Fabric Enhancers Dishwash Cleaning SuppliesAir Fresheners Insecticides Shoe Cleaners

19544

1,633

1,127

988

590 568480

222

0

200

400

600

800

1000

1200

1400

1600

1800



1,633.07

1,126.50

988.32

590.01567.92

1.4

-2.0

1.9

-1.5-2.8

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Fabric

Enhancers

Dishwash

Millions


MillionsEuros


Key Trends

Italian macro economical scenario

is in deep recession:

consumptions are strongly

decreasing both in volume and in

value, unemployment is steadily

increasing and GDP forecast for

2013 is more negative than

expected. South Italy is much

more affected in this downturn.

Inflation is decreasing and does

not support value sales.

Promotional volume sales are still

slowly increasing, especially for

branded products.

Also due to this general downturn,

Private Labels are gaining market

share more and more in every

segment of FMCG.



12/2012


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Italy


chg vs. Yr Ago ()


chg vs. Yr Ago ()

20.5

7.7

0.4

0 5 10 15 20 25

Fabric

Detergents

Dishwash

Insecticides

Millions

-13.8

-16.8

-18.4

-20.1

-24.4

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

Cleaning Supplies

Fabric Enhancers

Air Fresheners

Household

Cleaners

Paper Disposables

Millions

Category Insights

Comparing to Food and Beverage, Household markets are really very negative involume and also in value in 2012, though there are some channels such as

drugstores and discounters that are still positive. Some important markets such as

Fabric Detergents and Enhancers are structurally changing.

Among the top 5 Household categories, Fabric Detergents are increasing in value,

thanks to Machine Washing, even if in volume are decreasing due to the general

downsizing. Dish Washing also has a positive trend, but Hand Washing is decreasing

due to downsizing.

Paper Disposable, the biggest market of households, are for the first time negativeand every segment is decreasing.

Also Fabric Enhancers are still negative: Machine Descalers and Dry Cleaners

maintain a positive trend but every other category is decreasing. In the Softeners

market we audited the same dynamic of downsizing as Fabric Detergents.

In the Dishwashing category, only Machine Additives are negative.

Among other Household categories, only Insecticides are increasing, thanks to a

favourable season that helped the market.

Private Labels confirmed a strong growth in every price range and every category.They are leveraging promotions more and more using similar amounts and discounts

as branded products, that are growing as well.



13/2013


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Netherlands

33.0%

22.3%

16.0%

11.4%

8.3%

3.0%0.7% 5.1%

0.2%

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

7 1.75

336

227

163

11685

52 30

0

50

100

150

200

250

300

350

400



335.81

226.66

116.17

84.98

163.09

1.00.7

-0.51.4

-5.0

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Dishwash Fabric

Enhancers

Millions


MillionsEuros


Key Trends

Overall the year ended in

Supermarkets with a growth of 2.3%,

predominantly driven by price

increases, while volume in most

cases remained stable or with a

slight decline.

In Paper Disposables we saw a

similar trend that the growth is

explained vs. a year ago throughprice increases, while volume was

stable over 2012. Total value at

drugstores grew by 11%, although its

share of total is still relatively small

with approximately 10%.

As in previous Pulse reports with

Fabric Detergents the growth comes

from the mainstream products, Fine

Wash and Enhancers still in decline.Mainly caused by price increases.



14/2014


www.SymphonyIRI.eu

Netherlands


chg vs. Yr Ago ()


chg vs. Yr Ago ()

-0.8

-2.7

-4.5

-5.0 -4.0 -3.0 -2.0 -1.0 0.0

Household

Cleaners

Cleaning Supplies

Fabric Enhancers

Millions

4.8

2.3

1.8

0.9

0.8

0 1 2 3 4 5 6

Paper

Disposables

Fabric

Detergents

Air Fresheners

Insecticides

Dishwash

Millions

Category Insights

Paper Disposables continued to grow, mainly driven by Toilet Paper which grew by 4million Euros. Its growth was marginally more in value than in volume, growing 1.5%

in value vs 1.1% growth in volume. Drugstores keep their momentum going as they

grew faster than supermarkets, 10% growth at drugstores vs 0.7% at supermarkets.

The share of drugstores is still relatively small with approximately 10%.

Also in Dishwashing we saw a similar growth pattern where drugstores grew turnover

by almost 4 million Euros, while regular retail loses more than 3% turnover. In this

category as well as in Paper Disposables there is a sales war between supermarkets

and drugstores, where especially drugstores is aggressive with promotions and

selling multi buys and/or large packs so that consumers have plenty of stock for awhile.

Fabric Enhancers continues to decline, consumers sticking to the mainstream

products which they can buy in promotions a lot, while items considered more luxury

are ignored due to the economic crisis.

Cleaning Supplies declined in Euro sales while in volume it grew by more than 10%.

This was mainly due to loss in the drugstore channel and at the same time increased

promotions which led to lower prices and more volume.



15/2015


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Spain

29.5%

20.6%

15.2%

9.5%

0.4% 6.6%2.7%

6.6%

8.9%

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

10617

1,177

821

606

378 356263 262

0

200

400

600

800

1000

1200

1400



1,176.57

821.48

606.23

378.21 356.12

2.22.0 -0.6-1.2 -0.6

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Fabric

Enhancers

Dishwash

Millions


MillionsEuros



Key Trends

Spanish market is very influenced

by tax increase (applied since

September). Demand has

dropped in recent months due to

that fact. However, the demand

has a positive trend in the first

eight months of the year. Price

increase is constant through the

year, despite the tax increase in

September (manufacturers absorbthe increase).

Private Label represents more

than the 50% of the Household

market in value and it continues to

grow. Branded goods are

generally in decline despite an

increase in promotional activity.


16/2016


www.SymphonyIRI.eu

Spain


chg vs. Yr Ago ()


chg vs. Yr Ago ()

23.5

7.8

0 5 10 15 20 25

Paper

Disposables

Dishwash

Millions

-2.3

-3.2

-4.7

-9.7

-16.6

-18.0 -16.0 -14.0 -12.0 -10.0 -8.0 -6.0 -4.0 -2.0 0.0

Fabric Enhancers

Cleaning Supplies

Insecticides

Fabric Detergents

Air Fresheners

Millions


Category Insights

All segments are growing in Paper Disposables. However, the tendency in volume isnegative, so the price increase would explain the value growth. In the Toilet Paper

category, the growth of big packs is driving up the category.

Dishwash grows because of Hand Concentrate. These have a lower price so their

economical position explains the growth in the category (the category remains flat in

volume trend).

Meanwhile Powder Detergents are still decreasing, Fabric Detergents starts to

decrease too, because Liquids are now static.

Air Fresheners are decreasing due to losses in all segments, except Automatic AirFresheners. This category has losses greater than all of the others in Household.

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 growth which is

devaluing the category.


17/2017


www.SymphonyIRI.eu

United Kingdom

33.3%

23.0%

12.5%

10.2%

0.4%

8.8%0.6%

1.0%

10.1%


Fabric Enhancers Dishwash Air Fresheners

Cleaning Supplies Shoe Cleaners Insecticides

50 32 19

1,654

1,142

622507 502

438

0

200

400

600

800

1000

1200

1400

1600

1800



1,142.27

621.54

507.45 501.60

1,653.63

02.12.3

5.5

2.6

Paper

Disposables

Fabric

Detergents

Household

Cleaners

Fabric

Enhancers

Dishwash

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.

+0.7%) 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 thelargest Paper Disposables. Of the

5 largest categories, Fabric

Detergents is growing at the fastest

rate, followed by Fabric Enhancers.

Household growth has generally

been driven by price with Paper

Disposables now in decline, there is

a risk that other categories will be

affected in the same way so growthneeds to come from other methods.


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 0.0

Paper Disposables

Millions

59.3

13.9

12.8

10.1

4.0

0 20 40 60 80

Fabric

Detergents

Household

Cleaners

Fabric

Enhancers

Dishwash

Cleaning

Supplies

Millions

Data for the United Kingdom does not include Northern Ireland


Category Insights

Fabric Detergents are driving growth this quarter more than the other categoriescombined. Main Wash has strong growth this year due to higher promoted prices

across the top brands. There has been a trend in downsizing the number of washes

per pack that has contributed to this.

Household Cleaners continue to grow across the sectors with NPD an important

factor as the trend towards products with multiple usage continues. Reckitt Benckiser

are driving this in Cleaning whilst Unilever drive growth in Toilet and Bleach.

Fabric Enhancers is in growth due to the strong performance of Unilever and P&G

this is one of the few areas in Household where Private Label is struggling to matchbrands.

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

Faberge and P&G. Over the last year, this has been the fastest growing category but

is now growing behind the Laundry and Cleaning categories.

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

now static (slight decline) as the category is annualising price increases. Own Label

is suffering large losses in Soft Tissue and Household Towels with SCA gaining in

these areas.


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 FMCG manufacturers andretailers 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 FMCG, 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 Q4 2012