Laundry Care - India

Euromonitor International : Country Sector Briefing May 2010

Laundry Care

India

List of Contents and Tables

Headlines ................................................................................................................................................................. 1 Trends ...................................................................................................................................................................... 1 Competitive Landscape .......................................................................................................................................... 2 Prospects .................................................................................................................................................................. 3 Category Indicators ................................................................................................................................................ 3 Table 1 Household Penetration of Washing Machines 2004-2009................................................. 3 Category Data ......................................................................................................................................................... 4 Table 2 Sales of Laundry Care by Subsector: Value 2004-2009 .................................................... 4 Table 3 Sales of Laundry Care by Subsector: % Value Growth 2004-2009................................... 4 Table 4 Sales of Laundry Detergents by Type: Value 2004-2009 .................................................. 4 Table 5 Sales of Laundry Detergents by Type: % Value Growth 2004-2009................................. 5 Table 6 Sales of Laundry Aids by Type: Value 2004-2009............................................................ 5 Table 7 Sales of Laundry Aids by Type: % Value Growth 2004-2009 .......................................... 5 Table 8 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 20052009................................................................................................................................... 5 Table 9 Laundry Care Company Shares 2005-2009....................................................................... 6 Table 10 Laundry Care Brand Shares 2006-2009............................................................................. 6 Table 11 Laundry Detergents Company Shares 2005-2009 ............................................................. 7 Table 12 Laundry Detergents Brand Shares 2006-2009 ................................................................... 7 Table 13 Laundry Aids Company Shares 2005-2009....................................................................... 8 Table 14 Laundry Aids Brand Shares 2006-2009............................................................................. 8 Table 15 Forecast Sales of Laundry Care by Subsector: Value 2009-2014...................................... 8 Table 16 Forecast Sales of Laundry Care by Subsector: % Value Growth 2009-2014 .................... 9 Table 17 Automatic detergents by type: % value analysis 2004/2009.............................................. 9

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LAUNDRY CARE IN INDIA

HEADLINES
Laundry care registers retail value growth of nearly 8% and retail value sales of Rs106 billion in 2009 Manufacturers in laundry care offer several consumer promotions in 2009 In-wash spot and stain removers registers the strongest retail value growth in laundry care, of 44%, in 2009 Average unit prices in laundry care increase in 2009 due to increases in cost of fuel Hindustan Unilever Ltd continues to lead in laundry care in 2009 with a retail value share of nearly 44% Laundry care expected to grow by a constant retail value CAGR of nearly 4% over the forecast period

TRENDS
Manufacturers in laundry care engaged heavily in promotional activities in 2009. Owing to price increases in 2008, consumers were forced to trade down to smaller pack sizes, for example from 1kg packs to 750g or 500g packs. The increase in cost of raw materials such as naptha meant that several smaller unbranded and regional players suffered as they could not absorb the increased costs. In 2009, while average unit prices in laundry care continued to increase, manufacturers in laundry care used promotions to lure consumers. Some of them offered extra product free while others offered free gifts with large pack sizes. In-wash spot and stain removers registered the strongest retail value growth in laundry care, of 44%, in 2009, due mainly to the nascent nature of this category and its low sales base. Unlike many other categories in laundry care, in-wash spot and stain removers is small, with just one dominant brand, Vanish Shakti O2. This brand has performed well owing to aggressive TV advertising, which has resulted in increased consumer awareness. This brand is most often used by consumers in urban areas who have the purchasing capacity to invest in specialised products. Increases in average unit prices in laundry care in 2009 were less dramatic than in 2008. Given that manufacturers were now offering additional volumes for an unchanged product prices, this generated a situation were price increments were less sharp as compared to a year before. Towards the end of the review period, there was a shift among consumers from economy products to mid-priced and premium products in laundry care, with more consumers opting to use national brands such as Wheel rather than regional brands, as many small manufacturers of economy products were forced to exit laundry care owing to increases in the cost of raw materials. In 2009, consumers continued to trade up but at a slower pace than in 2008, as result of which mid-priced products in detergents performed well. Laundry detergents continued to account for the largest retail value share of laundry care in 2009 however laundry aids remained the main growth driver owing to aggressive TV advertising of brands such as Vanish Shakti O2 and Ujala as a result of which consumer awareness of these brands and of products in laundry aids has increased. With consumers spending more on items of clothing, they are willing to invest more in the maintenance of their clothing. Also, consumers have begun to seek more convenient alternatives to traditional types of laundry aids, for example to purchase products in starch/ironing aids and to move away from the use of rice water. Automatic detergents continued to account for a much smaller retail value share of laundry detergents than other detergents in 2009. Consumer awareness of the benefits of products in automatic detergents is low in India and as such several consumers use hand wash detergent with their washing machines. However, within automatic detergents, products in standard powder detergents and standard liquid detergents were more popular than products in concentrated powder detergents and concentrated liquid detergents owing to their pricing. As consumer awareness is low, price is one of the main factors behind the popularity of products. The penetration of washing machines in India remained a lot higher than the penetration of dishwashers in 2009, with almost 6% of urban households possessing a washing machine. With more women in urban

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locations choosing to work outside of the home, washing machines have gradually increased in popularity owing to the convenience they offer. However, lack of clean water and interruptions with electricity supply continued to hinder further penetration of washing machines in India in 2009. There is minimal awareness of the environmental benefits of short washing cycles and washing at low temperatures among Indian consumers, owing the relatively low rate of household penetration of washing machines. Most manufacturers of washing machines in India highlight other benefits such as convenience and the ability to remove dirt rather than environmental factors. The presence of fabric softeners remained negligible in 2009, with the main brands being Bambi, Comfort and SA8. These products are mainly used by urban consumers due to their high pricing. However awareness and usage of such products remained low in 2009 and such products have not been able to make headway in small towns and villages. Laundrettes are not present in India as the washing of clothes is often undertaken by domestic helpers or is done with the use of affordable hand-washing machines. Dry cleaning services are available in urban and semi-urban areas in India. While dry cleaning is relatively expensive, it is used for the cleaning of expensive materials such as silk, satin and winter woollens, for example jumpers and blazers.

COMPETITIVE LANDSCAPE
Hindustan Unilever Ltd was the leading player in laundry care in 2009, with a retail value share of nearly 44%, owing predominantly to the strength and popularity of its Wheel and Surf brands, which accounted for retail value shares of nearly 21% and of nearly 14% respectively. The company targets low-income consumers with its Wheel brand and more affluent urban consumers with its Surf brand. The company also achieved the greatest increase in retail value share of laundry care in 2009 as its Wheel and Surf brands are very popular among Indian consumers and as it continued to engage in strong advertising and marketing efforts for its brands. Ghari Industries Pvt Ltd and Henkel India Ltd also registered increases in their retail value shares of laundry care in 2009. Ghari Industries Pvt Ltd continued to advertise heavily through TV advertisements and to gain further penetration of its products in 2009 while Henkel India Ltd re-launched its Henko brand with anti-bacterial properties to which consumers responded positively, especially as they have become more hygiene conscious. Nirma Ltd registered the largest decrease in retail value share of laundry care, of nearly one percentage point, in 2009, as the company failed to engage in advertising or marketing for its Nirma and Nirma Super brands. It also failed to make any significant changes to its product formats and product packaging in 2009. As various other companies in laundry care did engage in advertising and innovation in terms of new product variants and new fragrances among other things in 2009, Nirma Ltd lost ground due to its lack of activity. International manufacturers Hindustan Unilever Ltd, Henkel India Ltd, Procter & Gamble Home Products Ltd and Reckitt Benckiser (India) Ltd, together accounted for a retail value share of 56% of laundry care in 2009, owing to the strength and popularity of their various brands, many of which account for leading retail value shares of the categories in which they are present. These companies frequently engage in new product innovation in the form of new variants, products with value added benefits and new size formats as well as strong advertising campaigns thus they have been able to maintain their strong presence. However, domestic players such as Ghari Industries Pvt Ltd, Nirma Ltd, Fena Ltd and Godrej Consumer Products Pvt Ltd also account for a strong presence in laundry care and thus pose strong competition to multinational players. With regard to advertising and marketing in laundry care, Hindustan Unilever Ltds Daag Acche Hain (Stains are Good) marketing campaign for its Surf brand over the review period proved to be highly successful. Therefore in 2009 the company continued its advertising activity under this slogan through various forms of media. There was no packaging innovation in laundry care in 2009. In automatic detergents, products in concentrated powder detergents are more expensive than products in standard powder detergents thus products such as those under the Ariel Ultramatic, Surf Excelmatic and

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Henko Powerpearls brands are considered as premium products while products in standard powder detergents such as those under the Ariel Front-O-Mat, Henko Stain Champion and Surf Excel brands are considered as mid-priced products. Products in hand wash detergents and bar detergents such as those under the Rin, Nirma, Tide and Ghari product ranges are positioned as mid-priced or economy products. Private label products are present in laundry care in India. For example, Aditya Birla Retail Ltd offers private label products in automatic detergents, other detergents such as bar detergents and hand wash detergents, laundry boosters and fine fabric detergents. Other companies, such as Reliance Wellness Pvt Ltd, Pantaloon Retail India Ltd and Vishal Retail Ltd also offer private label products in laundry care. However, these products have not had a significant impact on laundry care owing to the high level of consumer loyalty to established brands. Also, the concept of private label products is relatively new in India and there is no marketing or advertising for these products, as a result of which consumer awareness is very low. There is low consumer awareness of the environmental impact of products in laundry care in India. Manufacturers continued to position their brands on the basis of efficiency, price, fragrance and usage in 2009. Therefore, no significant green brands or companies have emerged in laundry care in India.

PROSPECTS
Laundry care in India is expected to show increased signs of maturity over the forecast period. However, there is expected to be increased presence of products in liquid detergents, fine fabric detergents, starch/ironing aids, spot and stain removers and other laundry boosters over the forecast period and this is expected to help drive the constant retail value growth of laundry care. As the household penetration of washing machines increases and consumers gain increased exposure to international products, demand for products in liquid detergents is expected to increase and domestic players are expected to introduce such products. Also, as Indian consumers, in particular urban consumers, start to spend more on their clothing, there is expected to be increased demand for products that help them to maintain their clothes, which in turn is expected to benefit laundry aids and fine fabric detergents over the forecast period. Therefore, laundry care is expected to grow by a constant retail value CAGR of nearly 4% over the forecast period. There are no significant potential threats to the growth of laundry care over the forecast period, as consumers consider such products as necessity products. However, the constant retail value growth of laundry care could be negatively impacted if average unit prices continue to increase as this would prompt consumers to avoid purchasing add-on products such as those in laundry aids. In-wash spot and stain removers is expected to be the most dynamic category in laundry care in terms of constant retail value growth over the forecast period, with growth of 124%, due to the convenience of such products and their efficiency in removing harsh stains. Automatic detergents is expected to be the second most dynamic category as the household penetration of washing machines increases and prompts demand for such products among consumers. Average unit prices in laundry care are expected to increase over the forecast period as the cost of raw materials and transportation increases. However, increases in average unit prices are not expected to be very high as average unit prices are expected to begin to stabilise as a result of increasing maturity. Many manufacturers in laundry care are expected to continue to increase their product portfolios over the forecast period and to introduce new products, for example in laundry aids and fine fabric detergents. Manufacturers are also expected to place increased focus on consumers in rural areas as the competitive environment in urban areas becomes saturated. They are expected to try to further penetrate rural areas with the offer of branded products in bar detergents and hand wash detergents as these are the most popular products in laundry care among rural consumers.

CATEGORY INDICATORS
Table 1 Household Penetration of Washing Machines 2004-2009 2004 2005 2006 2007 2008 2009

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Urban (Urban % penetration of washing machine) Rural (Rural % penetration of washing machine) Total (Total % penetration of washing machine)
Source:

5.0

5.2

5.4

5.6

5.7

6.0

0.0

0.0

0.0

0.1

0.1

0.1

1.4

1.5

1.6

1.7

1.7

1.9

Official statistics, trade associations, Euromonitor International estimates

CATEGORY DATA
Table 2 Rs million 2004 Carpet Cleaners Fabric Softeners Laundry Aids Laundry Detergents Laundry Care
Source:

Sales of Laundry Care by Subsector: Value 2004-2009

2005 4,841.2 69,501.8 74,343.0

2006 5,281.7 72,776.9 78,058.7

2007 5,745.1 78,271.7 84,016.8

2008 6,254.3 92,451.8 98,706.0

2009 6,851.2 99,348.5 106,199.7

4,525.1 66,359.2 70,884.3

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 3

Sales of Laundry Care by Subsector: % Value Growth 2004-2009

% current value growth 2008/09 Carpet Cleaners Fabric Softeners Laundry Aids Laundry Detergents Laundry Care
Source:

2004-09 CAGR 8.6 8.4 8.4

2004/09 TOTAL 51.4 49.7 49.8

9.5 7.5 7.6

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 4 Rs million

Sales of Laundry Detergents by Type: Value 2004-2009

2004 Automatic Detergents - Powder Detergents - Detergent Tablets - Liquid Detergents Other Detergents - Bar Detergents - Hand Wash Detergents - Fine Fabric Detergents Laundry Detergents
Source:

2005 11,673.2 11,655.2 18.0 57,828.6 19,125.0 38,207.2 496.4 69,501.8

2006 12,330.5 12,311.2 19.3 60,446.5 19,476.3 40,454.7 515.4 72,776.9

2007 13,270.1 13,249.3 20.8 65,001.6 20,677.6 43,786.0 538.0 78,271.7

2008 15,359.0 15,336.8 22.2 77,092.8 23,928.0 52,590.8 574.0 92,451.8

2009 17,088.8 17,065.8 23.0 82,259.8 25,186.1 56,459.2 614.4 99,348.5

11,159.0 11,142.3 16.7 55,200.2 18,962.5 35,769.0 468.8 66,359.2

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

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Table 5

Sales of Laundry Detergents by Type: % Value Growth 2004-2009

% current value growth 2008/09 Automatic Detergents - Powder Detergents - Detergent Tablets - Liquid Detergents Other Detergents - Bar Detergents - Hand Wash Detergents - Fine Fabric Detergents Laundry Detergents
Source:

2004-09 CAGR 8.9 8.9 6.6 8.3 5.8 9.6 5.6 8.4

2004/09 TOTAL 53.1 53.2 37.7 49.0 32.8 57.8 31.1 49.7

11.3 11.3 3.5 6.7 5.3 7.4 7.0 7.5

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 6 Rs million

Sales of Laundry Aids by Type: Value 2004-2009

2004 Colour Safe Laundry Bleach Curtain Care Fabric Fresheners Home Dry Cleaning Spot and Stain Removers - In-Wash Spot and Stain Removers - Pre-Wash Spot and Stain Removers Starch/Ironing Aids Water Softeners Other Laundry Boosters Laundry Aids
Source:

2005 26.8 26.8 213.1 4,601.3 4,841.2

2006 182.4 153.0 29.4 220.1 4,879.2 5,281.7

2007 311.9 279.8 32.2 234.4 5,198.8 5,745.1

2008 486.4 452.1 34.3 252.1 5,515.7 6,254.3

2009 687.9 651.8 36.2 269.7 5,893.6 6,851.2

24.6 24.6 203.0 4,297.5 4,525.1

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 7

Sales of Laundry Aids by Type: % Value Growth 2004-2009

% current value growth 2008/09 Colour Safe Laundry Bleach Curtain Care Fabric Fresheners Home Dry Cleaning Spot and Stain Removers - In-Wash Spot and Stain Removers - Pre-Wash Spot and Stain Removers Starch/Ironing Aids Water Softeners Other Laundry Boosters Laundry Aids
Source:

2004-09 CAGR 94.7 8.0 5.8 6.5 8.6

2004/09 TOTAL 2,696.9 47.1 32.8 37.1 51.4

41.4 44.1 5.5 7.0 6.9 9.5

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 8

Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2005-2009

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2005
Source:

2006

2007

2008

2009

Trade press, company research, store checks, trade interviews, Euromonitor International estimates

Table 9 % retail value rsp Company

Laundry Care Company Shares 2005-2009

2005 11.5 15.4 6.3 3.7 3.3 2.7 1.2 0.5 0.1 0.2 42.3 1.1 11.5 100.0

2006 11.9 15.3 6.6 3.7 3.4 2.6 1.3 0.5 0.1 0.2 42.6 1.2 10.5 100.0

2007 42.4 12.1 14.1 7.1 3.8 3.5 2.7 1.4 0.5 0.1 0.2 1.4 10.7 100.0

2008 42.6 12.3 13.1 7.1 3.9 3.1 2.9 1.3 0.5 0.2 0.2 1.4 11.4 100.0

2009 43.5 12.8 12.2 7.1 4.0 3.1 2.9 1.5 0.4 0.2 0.2 1.3 10.7 100.0

Hindustan Unilever Ltd Ghari Industries Pvt Ltd Nirma Ltd Procter & Gamble Home Products Ltd Henkel India Ltd Jyothy Laboratories Ltd Fena Ltd Reckitt Benckiser (India) Ltd Godrej Consumer Products Ltd Pidilite Industries Ltd Marico Ltd Hindustan Lever Ltd Henkel Spic India Ltd Marico Industries Ltd Private Label Others Total
Source:

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 10 % retail value rsp Brand Wheel Surf Ghari Nirma Rin Tide Ariel Ujala Supreme Fena Henko Mr White Robin Chek Nima Sunlight Vanish Ezee Ranipal Revive Wheel Surf

Laundry Care Brand Shares 2006-2009

Company Hindustan Unilever Ltd Hindustan Unilever Ltd Ghari Industries Pvt Ltd Nirma Ltd Hindustan Unilever Ltd Procter & Gamble Home Products Ltd Procter & Gamble Home Products Ltd Jyothy Laboratories Ltd Fena Ltd Henkel India Ltd Henkel India Ltd Reckitt Benckiser (India) Ltd Henkel India Ltd Nirma Ltd Hindustan Unilever Ltd Reckitt Benckiser (India) Ltd Godrej Consumer Products Ltd Pidilite Industries Ltd Marico Ltd Hindustan Lever Ltd Hindustan Lever Ltd

2006 11.9 13.8 3.4 3.2 3.4 2.6 1.6 1.2 1.0 0.8 1.5 0.2 0.5 0.1 0.2 19.4 12.4

2007 19.7 12.9 12.1 12.9 7.5 3.8 3.2 3.5 2.7 1.8 1.2 1.0 0.8 1.3 0.6 0.3 0.5 0.1 0.2 -

2008 20.2 13.5 12.3 12.1 6.7 3.9 3.2 3.1 2.9 1.9 1.2 0.9 0.9 1.0 0.7 0.5 0.5 0.2 0.2 -

2009 20.7 13.6 12.8 11.4 7.0 3.8 3.3 3.1 2.9 2.0 1.2 0.9 0.8 0.8 0.7 0.6 0.4 0.2 0.2 -

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Rin Sunlight Ala Chek Henko Mr White Revive Private label Others Total
Source:

Hindustan Lever Ltd Hindustan Lever Ltd Hindustan Lever Ltd Henkel Spic India Ltd Henkel Spic India Ltd Henkel Spic India Ltd Marico Industries Ltd Private Label

8.7 0.5 1.2 12.3 100.0

1.4 12.3 100.0

1.4 13.0 100.0

1.3 12.3 100.0

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 11 % retail value rsp Company

Laundry Detergents Company Shares 2005-2009

2005 12.3 16.5 6.8 4.0 2.9 0.6 44.8 1.1 11.1 100.0

2006 12.7 16.4 7.1 3.9 2.7 0.6 45.3 1.1 10.1 100.0

2007 45.0 13.0 15.1 7.6 4.1 2.9 0.5 1.4 10.3 100.0

2008 45.1 13.1 14.0 7.6 4.2 3.1 0.5 1.4 11.1 100.0

2009 46.1 13.7 13.1 7.6 4.3 3.1 0.5 1.3 10.4 100.0

Hindustan Unilever Ltd Ghari Industries Pvt Ltd Nirma Ltd Procter & Gamble Home Products Ltd Henkel India Ltd Fena Ltd Godrej Consumer Products Ltd Hindustan Lever Ltd Henkel Spic India Ltd Private Label Others Total
Source:

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 12 % retail value rsp Brand Wheel Surf Ghari Nirma Rin Tide Ariel Fena Henko Mr White Chek Nima Sunlight Ezee Wheel Surf Rin Sunlight Chek Henko Mr White

Laundry Detergents Brand Shares 2006-2009

Company Hindustan Unilever Ltd Hindustan Unilever Ltd Ghari Industries Pvt Ltd Nirma Ltd Hindustan Unilever Ltd Procter & Gamble Home Products Ltd Procter & Gamble Home Products Ltd Fena Ltd Henkel India Ltd Henkel India Ltd Henkel India Ltd Nirma Ltd Hindustan Unilever Ltd Godrej Consumer Products Ltd Hindustan Lever Ltd Hindustan Lever Ltd Hindustan Lever Ltd Hindustan Lever Ltd Henkel Spic India Ltd Henkel Spic India Ltd Henkel Spic India Ltd

2006 12.7 14.8 3.7 3.4 2.7 1.7 1.3 0.9 1.6 0.6 20.8 13.3 8.9 0.5 -

2007 21.2 13.9 13.0 13.8 7.6 4.1 3.5 2.9 1.9 1.3 0.9 1.3 0.7 0.5 -

2008 21.5 14.4 13.1 12.9 6.7 4.2 3.4 3.1 2.0 1.3 0.9 1.0 0.7 0.5 -

2009 22.1 14.5 13.7 12.2 7.1 4.1 3.5 3.1 2.1 1.3 0.9 0.8 0.7 0.5 -

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Private label Others Total

Source:

Private Label

1.1 11.8 100.0

1.4 11.9 100.0

1.4 12.7 100.0

1.3 12.1 100.0

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 13 % retail value rsp Company

Laundry Aids Company Shares 2005-2009

2005 51.3 18.4 1.0 3.3 0.7 6.7 1.9 16.7 100.0

2006 50.8 19.9 0.9 3.2 0.7 6.5 1.9 16.2 100.0

2007 50.9 20.1 5.9 1.8 3.0 0.6 1.8 15.9 100.0

2008 48.8 21.2 5.7 3.1 3.0 0.6 1.8 15.8 100.0

2009 48.5 23.1 5.6 3.0 3.0 0.6 1.7 14.5 100.0

Jyothy Laboratories Ltd Reckitt Benckiser (India) Ltd Hindustan Unilever Ltd Pidilite Industries Ltd Marico Ltd Modicare Ltd Hindustan Lever Ltd Marico Industries Ltd Private Label Others Total
Source:

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 14 % retail value rsp Brand Ujala Supreme Robin Vanish Rin Ranipal Revive Washmate Ujala Rin Ala Revive Starch-It Stiffen Private label Others Total
Source:

Laundry Aids Brand Shares 2006-2009

Company Jyothy Laboratories Ltd Reckitt Benckiser (India) Ltd Reckitt Benckiser (India) Ltd Hindustan Unilever Ltd Pidilite Industries Ltd Marico Ltd Modicare Ltd Jyothy Laboratories Ltd Hindustan Lever Ltd Hindustan Lever Ltd Marico Industries Ltd Modicare Ltd Modicare Ltd Private Label

2006 50.8 15.2 2.9 0.9 3.2 0.6 6.5 1.9 18.1 100.0

2007 50.7 14.4 4.8 5.9 1.8 3.0 0.6 0.2 1.8 16.8 100.0

2008 48.5 13.6 7.2 5.7 3.1 3.0 0.6 0.3 1.8 16.3 100.0

2009 48.2 13.3 9.4 5.6 3.0 3.0 0.5 0.3 1.7 15.0 100.0

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 15 Rs million

Forecast Sales of Laundry Care by Subsector: Value 2009-2014

2009 Carpet Cleaners Fabric Softeners Laundry Aids Laundry Detergents Laundry Care 6,851.2 99,348.5 106,199.7

2010 7,324.4 103,994.9 111,319.2

2011 7,782.6 108,330.1 116,112.7

2012 8,198.7 112,208.8 120,407.5

2013 8,546.6 115,698.3 124,244.9

2014 8,795.4 118,666.8 127,462.2

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Source:

Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 16

Forecast Sales of Laundry Care by Subsector: % Value Growth 2009-2014

% constant value growth 2009-14 CAGR Carpet Cleaners Fabric Softeners Laundry Aids Laundry Detergents Laundry Care
Source:

2009/14 TOTAL 28.4 19.4 20.0

5.1 3.6 3.7

Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 17 % value

Automatic detergents by type: % value analysis 2004/2009

2004 Biological Non-biological Total

Source: Euromonitor International

2009 0.0 100.0 100.0

0.0 100.0 100.0

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