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Dishwashing Detergents - Spain - April 2009

Due to the high level of maturity of hand-dishwashing detergents and the deterioration of the national economy, value growth in the Spanish market for dishwashing detergents slowed down to just under 4% in 2008, taking it to €359 million.

Sales of dishwasher products now exceed those of hand-dishwashing detergents, accounting for nearly 52% of market value. While washing-up liquids have put on a lacklustre performance in recent years, dishwasher products have continued to grow, underpinned by consumer demand for tablets and ancillary products.

Mintel last examined the Spanish market for dishwashing products in April 2008.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Growth moderates
              • Dishwasher products overtake hand-dishwashing detergents
                • Gentler, more efficient and eco-friendly products
                  • Dishwasher detergents have a more affluent user base
                    • A polarised market led by a handful of multinationals
                      • Future
                      • Internal Market Environment

                        • Key points
                          • Two in five Spanish households own a dishwasher
                            • Figure 1: Trends in ownership of electric dishwasher, by country, 2004-08
                          • A question of affordability
                            • Figure 2: Ownership of electric dishwashers in Spain, 2008
                          • Growing concern for the environment
                            • Figure 3: Trends in attitudes towards the environment, by country, 2004-08
                          • Sustainable cleaning
                            • Quieter and smaller dishwashers
                              • Household robots – a glimpse of the future from Japan
                                • Eating out is popular
                                  • Figure 4: Trends in frequency of eating fast food and eating out, 2004-08
                                • Chemicals regulation
                                • Broader Market Environment

                                  • Key points
                                    • Population changes have a mixed impact
                                      • Figure 5: Trends in the age structure of the Spanish population, by gender, 2003-13
                                    • Deteriorating economy has an adverse effect
                                      • Figure 6: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2003-13
                                      • Figure 7: Trends in Spanish employment, by gender, 2001-05
                                    • Shrinking households shape product offer
                                      • Figure 8: Trends in number of Spanish households, by size, 2000-04
                                  • Who’s Innovating?

                                    • Key points
                                      • Spain’s share of European launches stays stable
                                        • Figure 9: Percentage of new product launches in dishwashing detergents, by country, 2005-08
                                      • Hand-dishwashing receives most attention
                                        • Figure 10: Percentage of new product launches in dishwashing detergents in Spain, by sector, 2005-08
                                      • Caring for the environment
                                        • Figure 11: New product launches in dishwashing detergents in Spain, by positioning, 2005-08
                                      • Active own-labels
                                        • Figure 12: Percentage of new product launches in dishwashing detergents in Spain, by company, 2005-08
                                      • Extra hygiene
                                        • Skin-friendly washing-up liquids
                                          • Luxurious scents
                                            • Tablets still important in dishwasher detergents
                                              • Natural products
                                              • Market Size and Forecast

                                                • Key points
                                                  • Growth continues to slow down
                                                    • Figure 13: Spanish retail value sales of dishwashing detergents, at current and constant prices, 2004-14
                                                  • Dishwasher products add sparkle
                                                    • Figure 14: Spanish retail value sales of dishwashing detergents, by type, 2006-08
                                                  • What the future holds
                                                    • Dishwasher products worst affected
                                                      • Own-label encroachment
                                                        • Inspiration from other markets
                                                          • Sustainable dishwashing
                                                            • Factors used in the forecast
                                                            • Segment Performance

                                                              • Key points
                                                                • Dishwasher products
                                                                  • Still sparkling, but for how long?
                                                                    • Figure 15: Spanish retail value sales of dishwasher products, at current and constant prices, 2004-14
                                                                  • Tablets and ancillaries account for the bulk of sales
                                                                    • Figure 16: Spanish retail value sales of dishwasher products, by type, 2006-08
                                                                  • Hand-dishwashing detergents
                                                                    • Increasing maturity
                                                                      • Figure 17: Spanish retail value sales of hand-dishwashing detergents, at current and constant prices, 2004-14
                                                                    • Concentrated products gain ground
                                                                      • Figure 18: Spanish retail value sales of hand-dishwashing detergents, by type, 2006-08
                                                                  • Market Share

                                                                    • Key points
                                                                      • A highly polarised market
                                                                        • Figure 19: Manufacturers’ retail value shares of dishwashing detergents, 2006-08
                                                                      • Fairy’s successful entry into dishwasher products
                                                                        • Figure 20: Brands’ retail value shares of dishwasher detergents, 2006-08
                                                                      • Own-labels claim a growing share in hand-dishwashing
                                                                        • Figure 21: Brands’ retail value shares of hand-dishwashing detergents, 2006-08
                                                                    • Companies and Products

                                                                      • Reckitt Benckiser
                                                                        • Procter & Gamble
                                                                          • Henkel
                                                                            • Persan
                                                                              • The internet offers new marketing opportunities
                                                                                • Advertising to suffer from recession
                                                                                • Channels to Market

                                                                                  • Key points
                                                                                    • Grocery multiples take the lion’s share of sales
                                                                                      • Figure 22: Spanish retail value sales of dishwashing detergents, by outlet type, 2006-08
                                                                                  • Consumer – Pan-European Overview

                                                                                    • Key points
                                                                                      • Use of dishwasher detergents below European average in Spain
                                                                                        • Figure 23: Penetration of dishwashing detergents, by country, 2008
                                                                                        • Figure 24: Penetration and frequency of using dishwashing detergents, by country, 2008
                                                                                      • Handy tablets
                                                                                        • Figure 25: Penetration of dishwasher detergents, by type, by country, 2008
                                                                                    • Consumer – Trends in Spain

                                                                                      • Key points
                                                                                        • Increased dishwasher ownership creates demand for machine detergents
                                                                                          • Figure 26: Trends in penetration of dishwashing detergents, 2004-08
                                                                                        • Busy lifestyles mean dishes are cleaned less frequently
                                                                                          • Figure 27: Trends in frequency of using dishwashing detergents, 2004-08
                                                                                          • Figure 28: Trends in frequency of using washing-up liquids, by dishwasher owners, 2004-08
                                                                                          • Figure 29: Trends in frequency of using washing-up liquids, by non-dishwasher users, 2004-08
                                                                                        • Multi-functional tablets gain in popularity
                                                                                          • Figure 30: Trends in frequency of using dishwasher detergents, by type, 2004-08
                                                                                      • Consumer – Usage and Attitudes

                                                                                        • Key points
                                                                                          • Young consumers favour washing-up liquids
                                                                                            • Larger households are core users of dishwasher detergents
                                                                                              • Detailed demographics
                                                                                                • Figure 31: Penetration and frequency of using washing-up liquids, by demographic sub-group, 2008
                                                                                                • Figure 32: Penetration and frequency of using dishwasher detergents, by demographic sub-group, 2008
                                                                                              • Dishwasher owners want quality and convenience
                                                                                                • Figure 33: Attitudes towards price, 2008
                                                                                              • Money-saving incentives appeal
                                                                                                • Figure 34: Attitudes towards promotions, 2008
                                                                                              • New products have limited appeal
                                                                                                • Figure 35: Attitudes towards new products, 2008
                                                                                              • High level of brand loyalty
                                                                                                • Figure 36: Attitudes towards brand loyalty, 2008

                                                                                            Companies Covered

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

                                                                                            Dishwashing Detergents - Spain - April 2009

                                                                                            £495.00 (Excl.Tax)