Product Code: HCPES
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN SPAIN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers' cleanliness and hygiene concerns help laundry care to grow in volume terms
Ecolabel and concentrated products among the main trends in Spanish laundry care
Procter & Gamble the leading player, but private label has the biggest overall share
PROSPECTS AND OPPORTUNITIES
Growth expected in laundry care over the forecast period
Further strong growth expected for liquid tablet detergents
Scent boosters and laundry sanitisers likely to remain niche product areas
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2016-2021
Table 19 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 20 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 21 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 22 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 23 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 25 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN SPAIN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth goes into reverse in 2021 after the sales spike seen in 2020
Automatic dishwashing continues to outperform hand dishwashing
Reckitt Benckiser and Procter & Gamble dominate dishwashing
PROSPECTS AND OPPORTUNITIES
Although hand dishwashing will retain a sizeable share, automatic dishwashing will continue outperforming it
Limited eco options at present, but more could be on their way
Could dishwasher cleaners help stop tablets cannibalising additives sales?
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2016-2021
Table 29 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 30 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 31 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 32 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN SPAIN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Overall surface care sales are declining in 2021, although home care disinfectants continue growing
All-purpose cleaning wipes continue to see strong growth in 2021
Mercadona is the leading player in surface care, with private label accounting for a third of sales
PROSPECTS AND OPPORTUNITIES
Multipurpose cleaners will remain the key product area; strong growth expected for home care disinfectants
All-purpose cleaning wipes will continue to see strong growth, even after the COVID-19 sales spike
Eco products gradually making their way into Spanish surface care
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2016-2021
Table 35 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 38 NBO Company Shares of Surface Care: % Value 2017-2021
Table 39 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 42 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN SPAIN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales decline in 2021 but remain high after the 2020 growth spike
Bleach generally remains a product for the older generations in Spain
Private label share topped the 50% share mark in 2020, before falling back a little in 2021
PROSPECTS AND OPPORTUNITIES
Bleach expected to see declining sales in the next few years
Lack of innovation in bleach
Competing products likely to impact bleach sales given its unhealthy image
CATEGORY DATA
Table 44 Sales of Bleach: Value 2016-2021
Table 45 Sales of Bleach: % Value Growth 2016-2021
Table 46 NBO Company Shares of Bleach: % Value 2017-2021
Table 47 LBN Brand Shares of Bleach: % Value 2018-2021
Table 48 Forecast Sales of Bleach: Value 2021-2026
Table 49 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN SPAIN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Toilet care declines in 2021 after the sales spike seen in 2020
ITBs and toilet liquids/foam still the main formats
Top two players and private label account for almost 90% of category sales
PROSPECTS AND OPPORTUNITIES
Return to positive growth rates expected from 2023
Still limited eco-friendly product offer in toilet care
Rim blocks expected to be most dynamic in value terms over the forecast period
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2016-2021
Table 51 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 52 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 53 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 54 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN SPAIN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Performance improves in 2021 as consumers focus a little less on hygiene in their cleaning regimes
New shoe products for informal footwear
Johnson Wax Espanola the clear leader in polishes
PROSPECTS AND OPPORTUNITIES
Positive current value growth expected, but volume sales will be stagnating
Floor polish will be the biggest loser in volume terms over the forecast period
Shoe polish will see positive current value growth over the forecast period
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2016-2021
Table 57 Sales of Polishes by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Polishes: % Value 2017-2021
Table 59 LBN Brand Shares of Polishes: % Value 2018-2021
Table 60 Forecast Sales of Polishes by Category: Value 2021-2026
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN SPAIN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Air care sales continue to record positive growth throughout the pandemic
Air care products generally becoming more popular among Spanish consumers
Private label holds the biggest overall share, with Reckitt Benckiser and Procter & Gamble the top brand owners
PROSPECTS AND OPPORTUNITIES
Continued growth expected for air care
Further emergence of green and natural products expected
"Mikado" trend could help drive liquid air fresheners performance
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2016-2021
Table 63 Sales of Air Care by Category: % Value Growth 2016-2021
Table 64 Sales of Air Care by Fragrance: Value Ranking 2019-2021
Table 65 NBO Company Shares of Air Care: % Value 2017-2021
Table 66 LBN Brand Shares of Air Care: % Value 2018-2021
Table 67 Forecast Sales of Air Care by Category: Value 2021-2026
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN SPAIN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales slow in 2021 after the growth spike in 2020
Steady demand for home insecticides
Henkel and Johnson Wax the leading players, but private label has the biggest overall share
PROSPECTS AND OPPORTUNITIES
Climate change could help drive sales
Gradual expansion of green options
EU regulation on biocidal products resulting in content revisions
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2016-2021
Table 70 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 72 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 73 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 74 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
