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27 July 2006
Schaumburg, IL , USA
Consumers purchase household products that benefit their health and wellness in addition to the traditional food and beverage categories, according to the latest study released by ACNielsen Global Services, an operating unit of ACNielsen, a VNU business. The Executive News Report, titled What's Hot around the Globe – Insights on Growth in Household Products details the hottest product categories that consumers use around the home to keep it clean and running smoothly. Types of products in the study included dish, laundry and hand detergents; brooms, brushes and mops; bleaches and disinfectants; batteries; and plastic wraps, aluminum foil and bags.
“Around the world, consumers are looking to improve and simplify their lives with the foods they eat and the products they use in their homes,” said Jane Perrin, svp, managing director for ACNielsen Global Services. “While we may differ regionally, ethnically and culturally, we all want good health, value and convenience in our lives.”
While recent studies of health and wellness have shown a positive impact on food and beverage purchases, this latest What’s Hot study is the first to identify categories within household products that are impacted by health and wellness concerns. The overall global growth of the Household Product categories in the study was four percent – in line with ACNielsen’s previous study of Food & Beverages – with nine product categories growing at a faster rate than the overall average.
Table 1 : The top global growth categories and growth rates :
| Top Categories |
’04-’05
Growth Rate |
1. Abrasive Cleaning Pads
|
13%
|
2. Disinfectants |
13% |
3. Garbage Bags |
8% |
4. Laundry Stain Remover/Booster |
6% |
5. Household Cleaners |
6% |
6. Air Fresheners |
5%
|
7. Insect Control |
5% |
8. Plastic Storage Bags |
5% |
9. Fabric Softener |
5% |
Of the top categories listed, Disinfectants, Household Cleaners and Insect Control all have a focus on maintaining health and wellness by reducing germs or ridding homes of disease-carrying insects. Even within the Air Fresheners category, the segment of Air Sanitizers (that promote the ability to wipe out odor-causing bacteria) helped drive growth in the category.
“While many people are now concerned about nutrition and healthy eating, what is sometimes overlooked is the significance we give to the health of our homes,” said Perrin. “Consumers seek a healthy environment across all aspects of their life.”
The Need for Convenience Also Drives Growth
Product categories that showed growth also tended to be those that simplified cleaning or reduced the number of steps they needed to finish the job. Within Automatic Dish Detergent, for example, the multi-functional detergents (“3-in-1” type products that may have a combination of detergent, salt-action, and rinse-aid) showed strong growth. Also, in parts of Latin America, where many consumers wash clothes by hand, fabric softeners that can be added in with detergent – eliminating an extra rinse-and-soften step – were solid performers.
Manufacturers Innovate for Growth
Innovation and technological advances by manufacturers in these traditional Household Care categories helped to stimulate growth. Air Fresheners, for example, showed positive results with new forms such as Battery Air Fresheners and Candles, and new segments like Air Sanitizing Sprays. In addition, Household Cleaners saw significant increases in Power Cleaners and Spray-on Cleaners. Laundry Stain Removers, with no-wash and oxi stain varieties (those that oxidize stains), also showed new innovative approaches to cleaning.
Table 2 : Key product segments driving growth through innovation
| Top Categories |
’04-’05
Growth Rate |
No. of Markets
Gowing/Measured |
Category Growth
Rate 04-05
|
Battery Air Fresheners |
Air Fresheners **
|
20 of 24
|
191% |
| Odor Eliminator/Air Sanitizer |
Air Fresheners ** |
16 of 20 |
36% |
| Air Freshener Candles |
Air Fresheners ** |
21 of 39 |
8% |
| Power Cleaners |
Household Cleaners ** |
12 of 14 |
75% |
| Household Cleaning Spray-On |
Household Cleaners ** |
24 of 24 |
11% |
| Multi-Functional Auto Dish Detergent (e.g. 2-in-1, 3-in-1) |
Auto Dish Detergent |
20 of 21 |
20% |
| Oxi Stain Remover/Booster |
Laundry Stain Remover/ Booster ** |
7 of 10 |
11% |
| Rechargeable Batteries |
Batteries |
29 of 30 |
10% |
| Disinfectant Sprays |
Disinfectants ** |
11 of 19 |
10% |
| Toilet Care Wipes |
Toilet Care |
9 of 15 |
8% |
**Fastest Growing Categories
Regionally: Economically Developing Markets are Key to Growth
As one might expect, the more developed regions of Europe and North America experienced lower-than-average overall growth rates, while the less-developed regions of Latin America and Emerging Markets experienced faster growth. The Asia Pacific region, with its mix between developed and developing markets, had a slightly higher-than-average growth rate.
Interestingly, when ACNielsen grouped the markets in this study into “developed” and “developing” (based on the World Bank definition of economically developing markets), the research showed more than two-thirds of the dollar value growth in Household Products came from these developing markets.
“It is clear that these developing markets are driving the vast majority of dollar growth for Household Products,” said Perrin. “Manufacturer and retailer expansion into these markets with products and infrastructure significantly impacted the Household Products categories. The potential for future growth in this area continues to be strong.”
About the Study
This ACNielsen survey What's Hot around the Globe – Insights on Growth in Household Products measured 66 markets around the world across 29 categories, comparing year-end results from December 2005 and December 2004. These 66 markets account for more than 90% of the world’s GDP and over 75% of the world’s population. The markets were grouped regionally into five areas (in order of market size): Europe, North America, Asia Pacific, Latin America, and Emerging Markets. Previous studies have focused on Food and Beverages, Private Label and Personal Care products.
The report was based on purchase information from retailers in grocery, drug and mass merchandise outlets and generally excludes kiosks or vending machines. In a few markets, sales from convenience stores may be included. Within the United States, data from the ACNielsen Homescan consumer panel service has been included to provide a total market read that includes Wal-Mart information.
About ACNielsen
ACNielsen, a VNU business, is the world's leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns.
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