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Household Detergents & Cleaners Market Report 2009
Key Note Publications Ltd, Sep 2009, Pages: 96
This Market Report examines the UK household detergents and cleaners market. The market experienced an overall growth of 7% between 2004 and 2008, although a contraction of 0.3% was seen in 2005. For the purposes of this report, the industry is divided into three sectors: fabric care, which includes detergents and conditioners and takes the biggest share of sales in the overall market; household cleaning products, comprising a diverse range of items such as surface cleaners, bleaches and polishes; and dishwashing products, which have experienced the highest and most consistent level of growth over the review period, mainly driven by the rise in dishwasher ownership.
The household detergents and cleaners market is dominated by the leading suppliers and their brands: Unilever, Procter & Gamble and Reckitt Benckiser; however, smaller more specialist suppliers have also made some headway in recent years, such as Ecover and Dr Beckmann. In addition, there is a strong retailer own-brand presence across all of the market sectors.
The industry is relatively mature, with a high rate of penetration across consumers, but new product development (NPD) activity continues to push the market forward. The main drivers in recent years have been premium and convenience formulations of existing products, as well as more eco-friendly brands.
The recession that began in the UK in 2008 is likely to have had a positive effect on the detergents and cleaners market. This is largely due to the fact that staying in and entertaining guests has increased in popularity as consumers attempt to cut costs, and, therefore, household cleanliness has become more important. The two consecutive summers of relatively wet weather in 2007 and 2008 also contributed to consumers spending more time in the home, and market growth was higher in these 2 years than it was between 2004 and 2006, when warmer climates were experienced.
The market is expected to experience year-on-year growth in the 5 years ending 2013, although some of this will be cost driven. This report forecasts that the value of the market will increase by 9.9% over this period to stand at £2.42bn in 2013.
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