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Home Care in Denmark

Home Care in Denmark

After having posted impressive growth in total volume and current value sales in 2020, home care in Denmark recorded a negative performance in both respects in 2021. Demand in most categories slowed or declined as consumers began resuming their normal routines and spending less time at home following the rollout of COVID-19 vaccines and the relaxation of public health restrictions that had been imposed to curb the spread of the virus. Stockpiling that occurred during the first year of the pandem...

Euromonitor International's Home Care in Denmark market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2026 illustrate how the market is set to change.

Product coverage:
Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage:
market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Home Care in Denmark

List Of Contents And Tables

HOME CARE IN DENMARK
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Overall demand slows with the easing of the COVID-19 pandemic
Environmental concerns continue to shape innovation and packaging strategies
Hypoallergenic products gain ground in laundry care
PROSPECTS AND OPPORTUNITIES
Increased hygiene-consciousness set to support overall expansion of laundry care
Migration from powder detergents to liquid and tablet formats will persist
Growing focus on sustainability will continue to depress demand for fabric softeners
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for dishwashing products falls as consumers spend less time at home
Producers emphasise the eco-friendly properties of their brands
Offer of allergy-safe products continues to grow
PROSPECTS AND OPPORTUNITIES
Recent spike in dishwasher sales bodes well for dishwashing liquids and tablets
Sustainability issue will continue to shape consumer choices and brand strategies
Demand for dishwashing tablets and liquids may be limited by auto-dose technology
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2016-2021
Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Overall demand for surface care products falls as fear of COVID-19 recedes
Leading brands continue to introduce more environmentally friendly variants
Cannibalisation increases as more players offer products with multiple functions
PROSPECTS AND OPPORTUNITIES
Surface care will continue to benefit from increased hygiene-consciousness
Sustainability set to remain a focal point for product and packaging innovation
Products offering greater efficacy and versatility expected to gain ground
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2016-2021
Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 37 NBO Company Shares of Surface Care: % Value 2017-2021
Table 38 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 41 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for bleach declines as concerns about COVID-19 subside
Bleach at odds with growing preference for more sustainable home care products
Affordability and disinfectant power are the primary attractions of bleach
PROSPECTS AND OPPORTUNITIES
Declining trend expected to deepen over the forecast period
Alternative product types containing bleach pose growing threat
Price competition set to remain intense
CATEGORY DATA
Table 43 Sales of Bleach: Value 2016-2021
Table 44 Sales of Bleach: % Value Growth 2016-2021
Table 45 NBO Company Shares of Bleach: % Value 2017-2021
Table 46 LBN Brand Shares of Bleach: % Value 2018-2021
Table 47 Forecast Sales of Bleach: Value 2021-2026
Table 48 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Toilet care contracts as hygiene concerns and home seclusion trend wane
Marketing activities remain focused on antibacterial properties and cleaning efficacy
Sustainability concerns continue to influence new product development strategies
PROSPECTS AND OPPORTUNITIES
Increase in remote working and renewed focus on hygiene expected to drive growth
Creation of more eco-friendly products will remain a priority for manufacturers
Hygiene concerns and demands for convenience will continue to shape innovation
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2016-2021
Table 50 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 51 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 52 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 53 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Shoe polish benefits as Danes begin resuming their normal routines
Pre-pandemic trends continue to weaken demand for floor, metal and furniture polish
All categories face growing threat from other types of home care products
PROSPECTS AND OPPORTUNITIES
Shoe polish expected to remain the most dynamic category
Demand for floor, metal and furniture polish set to continue falling
Conscious consumerism trend bodes well for polishes in general
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2016-2021
Table 56 Sales of Polishes by Category: % Value Growth 2016-2021
Table 57 NBO Company Shares of Polishes: % Value 2017-2021
Table 58 LBN Brand Shares of Polishes: % Value 2018-2021
Table 59 Forecast Sales of Polishes by Category: Value 2021-2026
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Products with natural formulas favoured as overall demand continues to decline
Convenience and versatility remain focal points in new product development activity
More players launch stylish designed products that complement room interiors
PROSPECTS AND OPPORTUNITIES
Growing preference for fragrance-free homes will continue to depress demand
Health and sustainability concerns will encourage greater use of natural ingredients
Candle and liquid air fresheners offer best potential for premiumisation
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2016-2021
Table 62 Sales of Air Care by Category: % Value Growth 2016-2021
Table 63 Sales of Air Care by Fragrance: Value Ranking 2019-2021
Table 64 NBO Company Shares of Air Care: % Value 2017-2021
Table 65 LBN Brand Shares of Air Care: % Value 2018-2021
Table 66 Forecast Sales of Air Care by Category: Value 2021-2026
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Health and environmental concerns continue to curb demand for home insecticides
Insecticide baits remains the only category to expand in 2021
Increased focus on air quality compounds challenges faced by spray/aerosol formats
PROSPECTS AND OPPORTUNITIES
Manufacturers set to focus on developing more natural and eco-friendly products
Threat from home-made alternatives expected to increase
Multifunctional products likely to gain ground in home insecticides
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2016-2021
Table 69 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 71 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 72 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 73 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026

Report Title: Home Care in Denmark


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