HOME CARE IN SWEDEN

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

the Value of Home Care Continues To Rise

the Premiumisation of Home Care

Market Entry of Normal

Sustainability A Key Theme in New Product Developments

Value Growth Expected But Threats Are Emerging

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Competition Hurts Candle Air Fresheners

Bleak Outlook for Electric Air Fresheners

Convenience and Innovation Help To Grow Spray/aerosol Values

Competitive Landscape

Air Wick the Clear Leader

Private Label Notable by Its Absence

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 14 NBO Company Shares of Air Care: % Value 2014-2018

Table 15 LBN Brand Shares of Air Care: % Value 2015-2018

Table 16 Forecast Sales of Air Care by Category: Value 2018-2023

Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Out-dated Image

No Innovation

Competition From Surface Care

Competitive Landscape

Colgate-Palmolive Controls Value Sales

Leading Grocery Groups Do Not Retail Private Label Bleach

Category Data

Table 18 Sales of Bleach: Value 2013-2018

Table 19 Sales of Bleach: % Value Growth 2013-2018

Table 20 NBO Company Shares of Bleach: % Value 2014-2018

Table 21 LBN Brand Shares of Bleach: % Value 2015-2018

Table 22 Forecast Sales of Bleach: Value 2018-2023

Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Demand for Aesthetically Pleasing Packaging Designs

Sustainability Concerns To the Fore in Product Development

Eating Out and the Rise of Home Delivery Service A Threat To Sales?

Competitive Landscape

Procter & Gamble Is the Leader

Private Label Increases Share

Category Indicators

Table 24 Household Possession of Dishwashers 2013-2018

Category Data

Table 25 Sales of Dishwashing by Category: Value 2013-2018

Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Claims of Improved Formulations Support Value Growth

Unit Price Growth Boosted by Seasonality

Safety and Environmental Concerns Are Evident

Competitive Landscape

SC Johnson Is the Leader

Regulation Might Lead To Consolidation

Category Data

Table 31 Sales of Home Insecticides by Category: Value 2013-2018

Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Fabric Softeners Turn To Compaction While Maintaining Fragrance Innovation

Will There Be A Long-term Need for Laundry Detergents?

Line Extensions and Green Cleaning Aids Niche Development

Competitive Landscape

Private Label Is A Driver of Innovation

Category Indicators

Table 38 Household Possession of Washing Machines 2013-2018

Category Data

Table 39 Sales of Laundry Care by Category: Value 2013-2018

Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Aids by Category: Value 2013-2018

Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 43 Sales of Laundry Detergents by Category: Value 2013-2018

Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Demand in Decline in Most Categories

Blurring of Boundaries

Shoe Polish Continues To Grow But Challenges Exist

Competitive Landscape

Spotless Boston Leads A Fragmented Competitive Landscape

Private Label Is Marginalised

Category Data

Table 53 Sales of Polishes by Category: Value 2013-2018

Table 54 Sales of Polishes by Category: % Value Growth 2013-2018

Table 55 NBO Company Shares of Polishes: % Value 2014-2018

Table 56 LBN Brand Shares of Polishes: % Value 2015-2018

Table 57 Forecast Sales of Polishes by Category: Value 2018-2023

Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Making Cleaning Less of A Chore

the Addition of Product Claims

Natural Ingredient Finds Favour

Competitive Landscape

Ajax Grows Through Innovation

Reckitt-benckiser Continues To Increase Its Value Share

Category Data

Table 59 Sales of Surface Care by Category: Value 2013-2018

Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 63 NBO Company Shares of Surface Care: % Value 2014-2018

Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018

Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018

Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Secondary Claims

Fresh Discs Innovation

Toilet Care Turns Natural

Competitive Landscape

SC Johnson Sweden Ab Is Dominant

Greater Shelf Space Grows Private Label

Category Data

Table 69 Sales of Toilet Care by Category: Value 2013-2018

Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

The value of home care continued to rise in 2018, boosted by several factors. These included an increase in the number of Swedish households, a rise in dishwasher possession levels, compaction, an ongoing shift to higher priced formats, the growing availability of premium-priced home care, and product innovation in terms of line extensions, new fragrances and sustainability.

Euromonitor International's Home Care in Sweden market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2023 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.