Home Care in Spain
February 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
Undynamic volume growth but rising unit prices are driven by players launching innovative and premium products, adding value to the market
Environmentally-aware consumers search for more ecological brands, supported by new launches from forward-thinking producers
Consolidated competitive environment with strong presence of private label
New launches look to innovation to attract consumers through differentiation
Improved performance for home care with innovation and premiumisation driving greater value for the market
MARKET DATA
Table 1 Sales of Home Care by Category: Value 2014-2019
Table 2 Sales of Home Care by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Home Care: % Value 2015-2019
Table 4 LBN Brand Shares of Home Care: % Value 2016-2019
Table 5 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 6 Distribution of Home Care by Format: % Value 2014-2019
Table 7 Distribution of Home Care by Format and Category: % Value 2019
Table 8 Forecast Sales of Home Care by Category: Value 2019-2024
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Fragrance helps to create relaxing and pleasant environments, supporting demand for a number of air care formats
Liquid air fresheners’ strong performance supported by popularity of reed diffusers offering specific value in both aroma and décor terms
Declining demand for perceived outdated formats
COMPETITIVE LANDSCAPE
Strong presence of private label, although multinationals continue to invest in new product launches and fragrances
Innovative concept by Reckitt Benckiser could encourage other players to follow suit
Local player continues to record impressive performance
CATEGORY DATA
Table 10 Sales of Air Care by Category: Value 2014-2019
Table 11 Sales of Air Care by Category: % Value Growth 2014-2019
Table 12 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 13 NBO Company Shares of Air Care: % Value 2015-2019
Table 14 LBN Brand Shares of Air Care: % Value 2016-2019
Table 15 Forecast Sales of Air Care by Category: Value 2019-2024
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Older generations drive usage and popularity of bleach in Spain
Growing concerns amongst younger Spaniards regarding the use of harsh chemicals leads to gradual move towards alternative options
Bleach will continue to offer efficient disinfecting solutions for general population
COMPETITIVE LANDSCAPE
Private label continues to gain share as brands lose interest in low margin category
Henkel invests in new convenient tablet format for several brands
Change in production location and capacity for Henkel’s bleach manufacturer
CATEGORY DATA
Table 17 Sales of Bleach: Value 2014-2019
Table 18 Sales of Bleach: % Value Growth 2014-2019
Table 19 NBO Company Shares of Bleach: % Value 2015-2019
Table 20 LBN Brand Shares of Bleach: % Value 2016-2019
Table 21 Forecast Sales of Bleach: Value 2019-2024
Table 22 Forecast Sales of Bleach: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Increasing penetration rate of dishwashers in Spanish households continues to support rising demand for automatic dishwashing
Tablet format maintains popularity due to offering consumers greater convenience
All-in-one tablets reduce the need to purchase dishwashing additives
COMPETITIVE LANDSCAPE
Leading players consolidate their positions through innovation and wide portfolios
Henkel continues to record strong performance through innovation and new product launches
Expansion through eco products offers differentiation for Unilever
CATEGORY DATA
Table 23 Sales of Dishwashing by Category: Value 2014-2019
Table 24 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 26 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 27 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Further development with innovative premium products will maintain higher value growth compared to volume demand
Ongoing strong performance for electric insecticides due to perception amongst Spaniards that it is less harmful compared to traditional solutions
New EU directive likely to help drive up unit price from 2020
COMPETITIVE LANDSCAPE
Intensifying competition with private label gaining share in more expensive categories
New launch for Zelnova could further expand electric insecticides
Zeltia to gain further investment through new partner
CATEGORY DATA
Table 29 Sales of Home Insecticides by Category: Value 2014-2019
Table 30 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 31 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 32 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 33 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 34 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Increasing search for greater convenience supports demand for all-in-one concentrated liquid detergents
Premium liquid tablet detergents helps to drive value growth
Niche premium products offer major players higher value potential but general consumers may remain unconvinced
COMPETITIVE LANDSCAPE
Procter & Gamble strengthens lead of laundry care with diversified portfolio
Collaborations and ecological products launch in 2019
Reckitt Benckiser takes inspiration from beauty industry with keratin-based serum for laundry care
CATEGORY DATA
Table 36 Sales of Laundry Care by Category: Value 2014-2019
Table 37 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 38 Sales of Laundry Aids by Category: Value 2014-2019
Table 39 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 40 Sales of Laundry Detergents by Category: Value 2014-2019
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 42 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2014-2019
Table 43 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 44 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 45 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 46 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 47 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 49 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Lack of interest in deep cleaning and substitute products influences ongoing declining demand for polishes
Floor cleaners continues to record weakest performance with tiled flooring in many Spanish homes requiring only general clean
Shoe polish will continue to record positive value sales driven by increasing production costs
COMPETITIVE LANDSCAPE
Lack of innovation marks polishes, with private label offering competition to established brands
Johnson Wax retains established presence across the category
Búfalo shoe polish gaining in popularity for green positioning
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2014-2019
Table 52 Sales of Polishes by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Polishes: % Value 2015-2019
Table 54 LBN Brand Shares of Polishes: % Value 2016-2019
Table 55 Forecast Sales of Polishes by Category: Value 2019-2024
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Further development in terms of formats and formulations will drive higher value sales
Greater demand for multi-functionality and convenience support ongoing popularity of multi-purpose cleaners
Wipes continue to lose popularity with branded players moving into categories that offer more significant margins
COMPETITIVE LANDSCAPE
Private label retains strong presence but brands gain share due to investment in surface care that offers greater specific value
Flopp’s new launch addresses ecological values in addition to demand for greater convenience
Ajax aims to improve position in competitive categories with trigger spray format
CATEGORY DATA
Table 57 Sales of Surface Care by Category: Value 2014-2019
Table 58 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Surface Care: % Value 2015-2019
Table 62 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 63 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 64 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 65 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 66 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Increasing sophistication within toilet care helps to drive up average unit price
Rim blocks continues to gain in popularity, offering multi-functionality and greater convenience
Limited room for perceived outdated toilet care formats
COMPETITIVE LANDSCAPE
Leading players consolidate their positions with consistent investment in strongly-performing areas of toilet care
Share gain for leading brands, perceived to offer greater efficiency amongst local consumers
Private label holds strong presence but is losing ground to increasingly sophisticated brands
CATEGORY DATA
Table 67 Sales of Toilet Care by Category: Value 2014-2019
Table 68 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 69 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 70 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 71 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 72 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024