Household Cleaning Products - France - July 2009
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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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Size, Segments, Shares And Forecasts: How It All Adds Up.
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What’s Shaping Demand – Today And Tomorrow.