New Household and Personal Care Introductions in European Forecourt Retailing

Publication Date	April 2008
Publisher	Datamonitor
Product Type	Brief
Pages	29
ISBN Number	not applicable
Product Code	DAT11511

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Summary

Introduction

Many household and personal care products are experiencing high growth rates but it is important that forecourt retailers understand which they should include in their limited shop space. Based on Datamonitor's consumer products database and customer research, this brief identifies the fastest growing markets and the opportunities for forecourt retailers therein.

Scope

Consumption data of four key household and personal care categories, both in terms of sales at the total market level and through convenience stores.
Analysis of the consumer trends which are driving growth in demand for selected categories and a review of their relevance for forecourt retailers.
An overview of some product examples which are considered to fit in well with the service station shop concept.

Report Highlights

Given time constraints, multi-tasking whilst on-the-go has become vital for many people, giving rise to 'speed-shopping' and the increased use of convenience stores for a wider range of products. Repsol is in the process of developing its convenience retail proposition in a joint venture with El Corte Ingls.
Although varying greatly by market, the high per capita consumption of textile cleaning products indicates that they would fit in well with the service station convenience format. By far the highest per capita consumption of textile washing product is in Spain, where 21 units of textile washing products were purchased per person in 2007.
As Europeans travel more, both for business and pleasure, fuel retailers should offer shampoo in their forecourt shops in order to take advantage of the growing number of away-from-home personal care occasions. In Europe the number of away-from-home personal care occasions is forecast to rise by 13% between 2006 and 2011.

Reasons to Purchase

Determine which household products have the highest consumption on a per capita basis and generate ideas for new product category introductions.
Uncover the key drivers behind the use of different product categories and gauge how forecourt retailers can best exploit these.
Identify the markets in which key household and personal care product categories are growing the fastest and forecast how this is expected to change.

Content

Catalyst
Summary
Sources
Analysis
- There are a number of consumer trends supporting the inclusion of household and personal products in service station shops
- Providing mainstream household items in service stations responds to consumer demand for 'top-up' shopping
- Fuel retailers should seek to exploit the growth in personal care occasions
- in all European markets multi-purpose cleaners have the potential to offer fuel retailers a lucrative new product category
- across Europe sales of general cleaning products are growing at a faster rate through convenience stores than at the overall market level
- There is a particularly high usage of general purpose cleaners in Spain
- within general purpose cleaners, disinfectants and multi-purpose cleaners is the most popular sub-category
- Category managers should stock the most popular brands of disinfectants and multi-purpose cleaners
- Textile washing products represent a core household purchase in all European markets
- Textile washing product sales through convenience stores are growing at a particularly rapid rate in Switzerland and Romania
- Usage of textile washing products is highest in Spain, the UK and Ireland
- Laundry detergents are the largest sub-category within textile washing products
- Category managers should seek to stock the most popular laundry detergents
- Regular shampoo should be considered by fuel retailers as a fundamental shop product
- Growth in convenience store sales of shampoo is especially strong in Switzerland and Romania
- per capita consumption of shampoo is highest in Switzerland and Greece
- Standard shampoo is the most popular product within the shampoo category
- Service station shops should be stocked with regular shampoo products under recognized brands
- Air fresheners represent the fastest growing segment of the household products category
- Sales of air fresheners are growing at a particularly strong rate through convenience stores in Germany and Russia
- The use of air fresheners is particularly high in the UK
- Pump/aerosol air fresheners represent the largest sub-segment within the air fresheners category
- Category managers should stock aerosol and innovative car-related air fresheners
Appendix
- Definitions
- Product selection
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Figures
- Figure 1: Overall, the number of personal care occasions is forecast to rise by 13% between 2006 and 2011
- Figure 2: between 2000 and 2006 sales of general cleaning products grew at an average annual rate of 3.2% through convenience stores
- Figure 3: in Spain, almost nine liters of general cleaning product are sold per person annually
- Figure 4: Sales of floor and wall cleaners are expected to grow at an average annual rate of over 3% between 2007 and 2011
- Figure 5: Colorex's Soft Scrub anti-bacterial scouring cream
- Figure 6: Cristasol's multi-purpose cleaner range
- Figure 7: Dixi's multi-purpose cleaner
- Figure 8: between 2000 and 2006 sales of textile washing products through convenience stores grew at a CAGR of seven percent in Switzerland
- Figure 9: in Spain, 21 units of textile washing products are used annually per person
- Figure 10: Sales of laundry detergents are forecast to grow at around 1% annually between 2007 and 2011
- Figure 11: Laundry Tables from Persil
- Figure 12: Proctor and Gamble's Bonux 2 in 1 detergent
- Figure 13: between 2000 and 2006 sales of shampoo through convenience stores grew at a CAGR of seven percent in Switzerland
- Figure 14: in Switzerland 4.5 units of shampoo are used per capita per year
- Figure 15: Sales of standard shampoo are forecast to grow by over 2% annually between 2007 and 2011
- Figure 16: Repair & Care shampoo and conditioner from Pantene
- Figure 17: Shauma for Men Shampoo from Henkel
- Figure 18: in Germany sales of air fresheners grew at an average annual rate of almost 14% between 2000 and 2006
- Figure 19: in the UK 2.8 units of air freshener were used per capita in 2007
- Figure 20: Sales of pump and aerosol air fresheners are expected to grow at an average annual rate of almost 4% between 2007 and 2011
- Figure 21: Reckitt Benckiser's Air Wick range
- Figure 22: Reckitt Benckiser's Air Infusion range
- Figure 23: The Ambi Pur car air freshener range
- Figure 24: in Europe 54 units of feminine care products are used per person annually