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Clothes Washing Products - Spain - January 2009

Increasing maturity and more cautious consumer spending resulted in only modest growth in the Spanish market for clothes washing products in 2008, with sales up by 0.6% to reach an estimated €1.28 billion. Since 2003, sales have improved by some 7%.

With near universal use of laundry detergents and the penetration of fabric conditioners a high 90%, there is very little potential to increase the current consumer base. Suppliers have attempted to add value to the market through active new product development which most recently has taken the form of superconcentrated liquid products.

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Mature market
              • Adding value through new product development
                • Pouring it, not scooping it
                  • Super concentration
                    • What the future holds
                    • Internal Market Environment

                      • Key points
                        • High ownership of washing machines in Spain
                          • Figure 1: Trends in ownership of household laundry appliances, by country, 2003-08
                          • Figure 2: Ownership of washing machines and tumble dryers in Spain, 2008
                        • Sales of laundry appliances decline
                          • A woman’s work is never done
                            • Sustainable cleaning
                              • New chemicals regulation
                              • Broader Market Environment

                                • Key points
                                  • Population changes have only a minor impact
                                    • Figure 3: Trends in the age structure of the Spanish population, by gender, 2003-13
                                  • Deteriorating economy is negative news for ancillary products
                                    • Figure 4: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2003-13
                                    • Figure 5: Trends in Spanish employment, by gender, 2001-05
                                  • Shrinking household size shapes product offer
                                    • Figure 6: Trends in number of Spanish households, by size, 2000-04
                                • Who’s Innovating?

                                  • Key points
                                    • Growing number of new product launches
                                      • Figure 7: New product launches in clothes washing products, % by country, 2006-08
                                      • Figure 8: New product launches in clothes washing products in Spain, % by category, 2006-08
                                    • Top branded manufacturers and retailers at the forefront of new product development
                                      • Figure 9: New product launches in clothes washing products in Spain, % by company, 2006-08
                                    • More focus on the environment
                                      • Figure 10: New product launches in clothes washing products in Spain, % by claim, 2006-08
                                    • Superconcentrates
                                      • Sustainable cleaning
                                        • Extra free
                                          • Active own-labels
                                            • Chilling it
                                            • Market Size and Forecast

                                              • Key points
                                                • Dampened growth
                                                  • Figure 11: Spanish retail value sales of clothes washing products, at current and constant prices, 2003-13
                                                • Prospects
                                                  • Factors used in the forecast
                                                  • Segment Performance

                                                    • Key points
                                                      • Laundry detergents account for bulk of sales
                                                        • Figure 12: Spanish retail value sales of laundry detergents, at current and constant prices, 2003-13
                                                      • Powder products continue to lose ground to liquid detergents
                                                        • Figure 13: Spanish retail value sales of laundry detergents, by format, 2006-08
                                                      • Concentrated fabric conditioners give laundry aids a boost
                                                        • Figure 14: Spanish retail value sales of laundry aids, at current and constant prices, 2003-13
                                                        • Figure 15: Spanish retail value sales of laundry aids, by type, 2006-08
                                                      • Growth in ancillary products halts
                                                        • Figure 16: Spanish retail value sales of ancillary products, at current and constant prices, 2003-13
                                                        • Figure 17: Spanish retail value sales of ancillary products, by type, 2006-08
                                                    • Market Share

                                                      • Key points
                                                        • Increasing polarisation
                                                          • Figure 18: Manufacturers’ retail value shares of clothes washing products, 2006-08
                                                        • Smaller players lose out
                                                          • Figure 19: Brands’ retail value shares of laundry detergents, 2006-08
                                                          • Figure 20: Brands’ retail value shares of laundry aids, 2006-08
                                                          • Figure 21: Brands’ retail value shares of ancillary products, 2006-08
                                                      • Companies and Products

                                                        • Procter & Gamble
                                                          • Henkel
                                                            • Reckitt Benckiser
                                                              • Unilever
                                                                • Persan
                                                                • Brand Communication and Promotion

                                                                  • Key points
                                                                    • Modest adspend in Spain in European terms but increasing
                                                                      • Figure 22: Main monitored media advertising expenditure on clothes washing products, by country, 2005-08
                                                                    • Leading brands receive the most support
                                                                      • The internet offers a new marketing arena
                                                                      • Channels to Market

                                                                        • Key points
                                                                          • Grocery multiples take the lion’s share
                                                                            • Figure 23: Spanish retail value sales of clothes washing products, by outlet type, 2006-08
                                                                        • Consumer – Pan-European Overview

                                                                          • Key points
                                                                            • Universal usage of laundry detergents
                                                                              • Figure 24: Penetration of clothes washing detergents, by type, by country, 2008
                                                                            • Spanish consumers most keen on fabric conditioners
                                                                              • Figure 25: Penetration of fabric conditioners, by type, by country, 2008
                                                                            • Potential for stain removers and fabric fresheners in Spain
                                                                              • Figure 26: Penetration of stain removers and fabric fresheners, by type, by country, 2008
                                                                          • Consumer – Product Use in Spain

                                                                            • Key points
                                                                              • Families with children and large households in key position
                                                                                • Figure 27: Penetration and frequency of using washing powder/tablets, by demographic sub-group, 2008
                                                                                • Figure 28: Penetration and frequency of using washing liquids, by demographic sub-group, 2008
                                                                              • Everybody loves fabric conditioners
                                                                                • Figure 29: Penetration and frequency of using fabric conditioners, by demographic sub-group, 2008
                                                                              • Use of stain removers and fabric fresheners linked to income
                                                                                • Figure 30: Penetration and frequency of using stain removers, by demographic sub-group, 2008
                                                                                • Figure 31: Penetration of using fabric fresheners, by demographic sub-group, 2008
                                                                              • Expanding consumer base for liquid detergents
                                                                                • Figure 32: Trends in using clothes washing detergents, by type, 2003-08
                                                                                • Figure 33: Trends in using fabric conditioners, by type, 2003-08
                                                                                • Figure 34: Trends in using stain removers and fabric fresheners, by type, 2003-08
                                                                            • Consumer – Attitudes

                                                                              • Key points
                                                                                • Caring for clothes and the environment
                                                                                  • Figure 35: Attitudes towards clothes care, by country, 2008
                                                                                  • Figure 36: Attitudes towards the environment, by country, 2008
                                                                                  • Figure 37: Trends in attitudes towards clothes maintenance in Spain, 2004-08
                                                                                  • Figure 38: Trends in attitudes towards the environment in Spain, 2004-08

                                                                              Companies Covered

                                                                              To learn more about the companies covered in this report please contact us.

                                                                              Clothes Washing Products - Spain - January 2009

                                                                              £495.00 (Excl.Tax)