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Household Cleaning Products - Spain - July 2009

Spanish retail sales of household cleaning products are slowing down with consumers feeling the pinch during the recession. Growth in 2008 slowed down to just less than 1%, with a small decline expected in 2009 to take the market to €830 million.

Spaniards are going back to basics in their choice of cleaning products, favouring multi-purpose cleaners and traditional bleach at the expense of task- and area-specific cleaners, which often carry a price premium. They are also increasingly opting for affordable own-label alternatives.

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

            • Tough trading environment
              • From specific to generic
                • Own-labels and discounters benefit
                  • Sustainability is a key issue
                    • Varying product penetration levels
                      • Future prospects
                      • Internal Market Environment

                        • Key points
                          • Busier lifestyles make Spaniards less house-proud
                            • Figure 1: Attitudes towards household cleaning, 2004-08
                          • A woman’s work is never done
                            • One in ten Spaniards resort to paid help
                              • Green credentials
                                • Sustainable cleaning
                                  • Chemical regulation
                                  • Broader Market Environment

                                    • Key points
                                      • Positive population changes
                                        • Figure 2: Trends in the age structure of the Spanish population, by gender, 2003, 2008 and 2013
                                      • Economic recession cuts down consumer spending
                                        • Figure 3: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2003-08
                                        • Figure 4: Trends in Spanish employment, by gender, 2001-05
                                      • Bulk products adversely affected by shrinking household size
                                        • Figure 5: Trends in number of Spanish households, by size, 2000-04
                                    • Who’s Innovating?

                                      • Key points
                                        • Launch activity of European average in Spain
                                          • Figure 6: Percentage of new product launches in household cleaning products, by country, 2006-08
                                        • Surface cleaners dominate
                                          • Figure 7: Percentage of new product launches in household cleaning products in Spain, by category, 2006-08
                                        • Greater attention on caring for the environment
                                          • Figure 8: Number of new product launches in household cleaning products in Spain, by positioning, 2006-08
                                        • Active own-labels
                                          • Figure 9: Percentage of new product launches in household cleaning products in Spain, by manufacturer, 2006-08
                                        • Sustainable products
                                          • Gentle, but long-lasting
                                            • Smelling good
                                            • Market Size and Forecast

                                              • Key points
                                                • Economic recession takes its toll
                                                  • Figure 10: Spanish retail value sales of household cleaning products, at current and constant prices, 2004-14
                                                • Multi-purpose cleaners and bleach benefit
                                                  • Figure 11: Spanish retail value sales of household cleaning products, by type, 2007-09
                                                • What the future holds
                                                  • Own-label encroachment
                                                    • Product penetration remains low in some sectors
                                                      • Thinking of the environment
                                                        • Cosmetic inspiration
                                                          • Factors used in the forecast
                                                          • Segment Performance

                                                            • Key points
                                                              • Multi-purpose, kitchen and bathroom cleaners
                                                                • Figure 12: Spanish retail value sales of multi-purpose, kitchen & bathroom cleaners, at current and constant prices, 2004-14
                                                              • Multi-purpose products responsible for lion’s share of sales
                                                                • Figure 13: Spanish retail value sales of multi-purpose, kitchen & bathroom cleaners, by type, 2007-09
                                                              • Liquid bleach and disinfectants
                                                                • Back to basics
                                                                  • Figure 14: Spanish retail value sales of liquid bleach & disinfectants, at current and constant prices, 2004-14
                                                                • Toilet care products
                                                                  • Tide is turning
                                                                    • Figure 15: Spanish retail value sales of toilet care products, at current and constant prices, 2004-14
                                                                    • Figure 16: Spanish retail value sales of toilet care products, by type, 2007-09
                                                                  • Specialist cleaners
                                                                    • Declining demand
                                                                      • Figure 17: Spanish retail value sales of specialist cleaners, at current and constant prices, 2004-14
                                                                      • Figure 18: Spanish retail value sales of specialist cleaners, by type, 2007-09
                                                                    • Window and glass cleaners
                                                                      • Losing shine
                                                                        • Figure 19: Spanish retail value sales of window & glass cleaners, at current and constant prices, 2004-14
                                                                      • Floor, carpet and upholstery cleaners
                                                                        • Eroding demand
                                                                          • Figure 20: Spanish retail value sales of floor, carpet & upholstery cleaners, at current and constant prices, 2004-14
                                                                        • Furniture cleaners and polishes
                                                                          • Wipes fail to prevent fall
                                                                            • Figure 21: Spanish retail value sales of furniture cleaners & polishes, at current and constant prices, 2004-14
                                                                        • Market Share

                                                                          • Key points
                                                                            • Own-labels make a clean sweep
                                                                              • Figure 22: Manufacturers’ retail value shares of household cleaning products, 2007-09
                                                                            • Henkel strongest in two largest sectors
                                                                            • Companies and Products

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

                                                                                        • Key points
                                                                                          • Supermarkets and discounters perform best
                                                                                            • Figure 23: Spanish retail value sales of household cleaning products, by outlet type, 2007-09
                                                                                        • The Consumer – Pan-European Overview

                                                                                          • Key points
                                                                                            • No beating bleach
                                                                                              • Figure 24: Penetration and frequency of using household cleaning products, by type, by country, 2008
                                                                                          • The Consumer – Trends in Spain

                                                                                            • Key points
                                                                                              • Liquid household cleaners most popular
                                                                                                • Figure 25: Types of household cleaner used most often, 2004-08
                                                                                              • Spray furniture polishes see consumer base shrink
                                                                                                • Figure 26: Types of furniture polish used most often, 2004-08
                                                                                              • Bleaching the bathroom
                                                                                                • Figure 27: Types of lavatory cleaner used most often, 2004-08
                                                                                              • In-bowl blocks lead thanks to ease of use
                                                                                                • Figure 28: Types of flush treatment products used most often, 2004-08
                                                                                            • The Consumer – Usage

                                                                                              • Key points
                                                                                                • Larger households and those with children core users of household cleaners
                                                                                                  • Older Spaniards polish their furniture most frequently
                                                                                                    • Essential lavatory cleaners
                                                                                                      • Flush lavatory treatment products replaced infrequently
                                                                                                        • Bleach appeal
                                                                                                          • Floor polishes could be better aimed at larger households with children
                                                                                                            • Detailed demographics
                                                                                                              • Figure 29: Penetration and frequency of using household cleaners, by demographic sub-group, 2008
                                                                                                              • Figure 30: Penetration and frequency of using furniture polishes and dusters, by demographic sub-group, 2008
                                                                                                              • Figure 31: Penetration and frequency of using lavatory cleaners, by demographic sub-group, 2008
                                                                                                              • Figure 32: Penetration and frequency of using flush lavatory treatment products, by demographic sub-group, 2008
                                                                                                              • Figure 33: Penetration and frequency of using domestic bleaches, by demographic sub-group, 2008
                                                                                                              • Figure 34: Penetration and frequency of using floor polishes, by demographic sub-group, 2008
                                                                                                          • Appendix

                                                                                                              • Figure 35: Time spent on cleaning, by socio-demographic sub-group, 2008
                                                                                                              • Figure 36: Use of paid help, by country, 2008
                                                                                                              • Figure 37: Time spent on household chores on an average weekday, by country, 2008
                                                                                                              • Figure 38: Trends in time spent on household chores on an average weekday in Spain, 2004-08
                                                                                                              • Figure 39: Trends in attitudes towards the environment, by country, 2004-08

                                                                                                          Companies Covered

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                                                                                                          Household Cleaning Products - Spain - July 2009

                                                                                                          US $657.21 (Excl.Tax)