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Household Cleaning Products - France - July 2009

The French household cleaning products market is in sustained decline. In 2009, the market fell by just under 5% on 2008 to reach an estimated €830 million. This is a commodity market and price is very much the principal determinant of purchase. Own-label is thus expanding and hard discount is taking retail share from hypermarkets and supermarkets – in branded products as well as in its own ranges.

Manufacturers have pursued the added-value route to growth, but have come up against a key market paradox. Multi-purpose cleaners are convenient, effective and popular, but they do, by their nature, replace a number of specific products. As a result, their very success has helped depress volume sales across the market as a whole. Manufacturers have helped create an expectation of better performance, but at permanently low prices.

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
        • Market in Brief

          • Medium-term market decline
            • A victim of its own success?
              • Consumers drive a harder bargain
                • Own-label steals a march
                  • Future
                  • Internal Market Environment

                    • Key points
                      • Home sweet home
                        • A victim of its own success?
                          • The Power of the Clean
                            • The odour of cleanliness
                              • Who are the keenest cleaners?
                                • Clean and Green?
                                  • The CHARTER initiative
                                    • REACH
                                    • Broader Market Environment

                                      • Key points
                                        • Demographic trends favour older people
                                          • Figure 1: Trends in French population, by age, 2003-13
                                        • Pressure of work lessens time for cleaning
                                          • Figure 2: Trends in French employment, by gender, 2002-06
                                          • Figure 3: Comparison of working hours, 2004 and 2007
                                        • Smaller households, smaller packs?
                                          • Figure 4: The changing French household structure, 2003, 2005 and 2007
                                        • Consumer expenditure
                                          • Figure 5: Key economic growth indicators, France, 2007-08
                                      • Who’s Innovating?

                                        • Key points
                                          • Constant innovation supports a flagging market
                                            • Figure 6: Percentage of new product launches in household cleaning products, by country, 2006-08
                                          • Surface care dominates
                                            • Figure 7: Percentage of new product launches in household cleaning products, by sector, 2006-08
                                          • Innovate – or risk losing ground
                                            • Figure 8: Percentage of new product launches in household cleaning products, by manufacturer, 2006-08
                                          • Fragrance rules – but the environment is now the issue
                                            • Figure 9: Number of new product launches in household cleaning products, by positioning, 2006-08
                                          • Green – still a niche focus?
                                            • Protect and prosper
                                              • We got the power
                                                • New must equal good
                                                • Market Size and Forecast

                                                  • Key points
                                                    • A long-term downward trend
                                                      • Figure 10: French retail value sales of household cleaning products, at current and constant prices, 2004-14
                                                      • Figure 11: French retail value sales of household cleaning products, by type, 2007-09
                                                    • Prospects
                                                      • Factors used in the forecast
                                                      • Segment Performance

                                                        • Key points
                                                          • Multi-purpose power drives surface cleaners
                                                            • Figure 12: French retail value sales of surface cleaners, at current and constant prices, 2004-14
                                                            • Figure 13: French retail value sales of surface cleaners, by type, 2007-09
                                                          • Toilet care goes back to basics
                                                            • Figure 14: French retail value sales of toilet care products, at current and constant prices, 2004-14
                                                            • Figure 15: French retail value sales of toilet care products, by type, 2007-09
                                                          • Floor cleaners
                                                            • Figure 16: French retail value sales of floor and carpet cleaners, at current and constant prices, 2004-14
                                                            • Figure 17: French retail value sales of floor and carpet cleaners, by type, 2007-09
                                                          • Bleach
                                                            • Figure 18: French retail value sales of liquid bleach and disinfectants, at current and constant prices, 2004-14
                                                          • Specialists undermined by better generalists
                                                            • Figure 19: French retail value sales of specialist cleaners, at current and constant prices, 2004-14
                                                            • Figure 20: French retail value sales of specialist cleaners, by type, 2007-09
                                                          • No longer part of the furniture?
                                                            • Figure 21: French retail value sales of furniture care products, at current and constant prices, 2004-14
                                                            • Figure 22: French retail value sales of furniture care products, by type, 2007-09
                                                          • Glass and windows
                                                            • Figure 23: French retail value sales of glass and window cleaners, at current and constant prices, 2004-14
                                                          • Wipes have done well
                                                            • Figure 24: French retail value sales of household cleaning wipes, by type, 2007-09
                                                        • Market Share

                                                          • Key points
                                                            • Own-label threatens all, but Cillit Bang continues to thrive
                                                              • Figure 25: Manufacturers’ value shares in surface cleaners*, 2007-09
                                                            • Harpic leads toilet care – but Cillit makes a bang
                                                              • Figure 26: Manufacturers’ value shares in toilet care, 2007-09
                                                          • Companies and Products

                                                            • Reckitt Benckiser
                                                              • Procter & Gamble
                                                                • Colgate Palmolive
                                                                  • SC Johnson
                                                                    • Henkel
                                                                      • Unilever
                                                                        • Other suppliers
                                                                        • Channels to Market

                                                                          • Key points
                                                                            • The inexorable rise of the discounters
                                                                              • Figure 27: Retail sales of household cleaning products, value, by outlet channel, 2007-09
                                                                          • The Consumer – Pan-European Overview

                                                                            • Key points
                                                                              • Houseproud French clean more often
                                                                                • Figure 28: Penetration and frequency of using household products, by type, by country, 2008
                                                                              • But this puts prices under more pressure
                                                                              • The Consumer – Trends in France

                                                                                • Key points
                                                                                  • A large, but static customer base
                                                                                    • Figure 29: Trends in frequency of using household cleaning products, by type, 2004-08
                                                                                  • Sprays to the fore
                                                                                    • Figure 30: Types of household cleaner used most often, 2004-08
                                                                                  • Convenience attracts customers
                                                                                    • Figure 31: Types of furniture polish used most often, 2004-08
                                                                                  • Bleach that bowl – at your convenience
                                                                                    • Figure 32: Types of lavatory cleaner used most often, 2004-08
                                                                                  • Flushed with success
                                                                                    • Figure 33: Types of flush treatment products used most often, 2004-08
                                                                                • The Consumer – Usage

                                                                                  • Key points
                                                                                    • Women's work
                                                                                      • The busiest do the most housework
                                                                                        • And the least affluent buy the most
                                                                                          • Detailed demographics
                                                                                            • Figure 34: Penetration and frequency of using surface cleaners, by demographic sub-group, 2008
                                                                                            • Figure 35: Penetration and frequency of using furniture polishes and dusters, by demographic sub-group, 2008
                                                                                            • Figure 36: Penetration and frequency of using lavatory cleaners, by demographic sub-group, 2008
                                                                                            • Figure 37: Penetration and frequency of using flush lavatory treatment products, by demographic sub-group, 2008
                                                                                            • Figure 38: Penetration and frequency of using domestic bleaches, by demographic sub-group, 2008
                                                                                            • Figure 39: Penetration and frequency of using floor polishes, by demographic sub-group, 2008
                                                                                        • The Consumer – Attitudes

                                                                                          • Key points
                                                                                            • Changing attitudes
                                                                                              • Figure 40: Attitudes towards household cleaning, 2004-08
                                                                                            • A houseproud nation
                                                                                              • A market for multi-purpose
                                                                                                • Price remains paramount
                                                                                                • Appendix

                                                                                                    • Figure 41: Time spent on cleaning, by socio-demographic sub-group, 2008
                                                                                                    • Figure 42: Use of paid help, by country, 2008
                                                                                                    • Figure 43: Time spent on household chores on an average weekday, by country, 2008
                                                                                                    • Figure 44: Trends time spent on household chores on an average weekday, France, 2004-08

                                                                                                Companies Covered

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                                                                                                Household Cleaning Products - France - July 2009

                                                                                                US $657.21 (Excl.Tax)