Home Care in the Netherlands

Abstract
Home care recorded high current retail value growth in 2022; however, this was mainly driven by rising inflation within the country. As such, despite positive current retail value results, retail volume sales declined as consumers became increasingly cost-conscious, choosing to forgo products within home care that they deemed unnecessary. Furthermore, some consumers still had stockpiled goods left over from the COVID-19 lockdowns, giving them little need to restock. In addition to rising price p...

Euromonitor International's Home Care in Netherlands 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 2027 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.

Content
Home Care in the Netherlands
January 2023

List Of Contents And Tables

HOME CARE IN THE NETHERLANDS
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Positive current retail value growth is driven by inflation rates
Fewer innovations in laundry care as manufacturers struggle to add value
Consumers hunt for instore deals, leading to a fall in e-commerce sales
PROSPECTS AND OPPORTUNITIES
Laundry care is set to post positive growth as players promote high value products
Sustainability and convenience will be the focus of product innovation
E-commerce grows, benefiting from its ease and convenience
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Inflation leads to heightened current retail value sales while volume sales decline
Natural ingredients become increasingly sought after in dishwashing
Consumers become increasingly cost-conscious, boosting share for private label
PROSPECTS AND OPPORTUNITIES
The rising use of automatic dishwashers creates a positive outlook
Manufacturers focus innovation and product development on natural ingredients
E-commerce sales benefit from bulk orders and heightened convenience
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Surface care declines as consumers spend less time cleaning
Surface cleaners align with the growing trend of sustainability to boost sales
Dettol improves its position, offering a trusted surface cleaning product
PROSPECTS AND OPPORTUNITIES
Positive outlook as hybrid working boosts sales over the coming years
Manufacturers introduce concentrated products within surface care
Eco-brands are predicted to grow, reflecting consumers growing demands
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Surface Care: % Value 2018-2022
Table 38 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 41 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Retail volume sales decline as consumers shun the inconvenient product
Current retail value sales growth is driven by inflation as Glorix retains its lead
Environmental-conscious consumers are becoming wary of bleach
PROSPECTS AND OPPORTUNITIES
Bleach declines in volume sales as the category matures
Lack of innovations in bleach leads to a decline in retail value sales
Environment and health concerns hinder the appeal of bleach
CATEGORY DATA
Table 43 Sales of Bleach: Value 2017-2022
Table 44 Sales of Bleach: % Value Growth 2017-2022
Table 45 NBO Company Shares of Bleach: % Value 2018-2022
Table 46 LBN Brand Shares of Bleach: % Value 2019-2022
Table 47 Forecast Sales of Bleach: Value 2022-2027
Table 48 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Toilet care benefits from consumers engaging in hybrid forms of working
Rim blocks benefit from offering higher levels of convenience
Private label players gain shares due to competitive price points
PROSPECTS AND OPPORTUNITIES
Toilet care to remain positive over the forecast period
Eco-offerings and smaller brands are set to rise, responding to consumer demands
Private label to maintain its steady growth over the forecast period
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2017-2022
Table 50 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 52 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 53 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Polishes continue to decline as products become more irrelevant to consumers
Easy, convenient lifestyles creates less demand for polishes
SC Johnson Benelux remains a strong leader as brands outperform private label
PROSPECTS AND OPPORTUNITIES
Retail volume sales decline as consumers move away from polishes
Polishes increase sales through e-commerce and other non-grocery retailers
Brands are set to maintain their lead in polishes, despite higher price points
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2017-2022
Table 56 Sales of Polishes by Category: % Value Growth 2017-2022
Table 57 NBO Company Shares of Polishes: % Value 2018-2022
Table 58 LBN Brand Shares of Polishes: % Value 2019-2022
Table 59 Forecast Sales of Polishes by Category: Value 2022-2027
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Current retail value sales increase in line with inflation
Sustainability and innovation in air care focuses on natural ingredients
Private label wins share as brands struggle during inflation
PROSPECTS AND OPPORTUNITIES
Air care sales are set to grow, boosted by hybrid forms of working
Sales of air care through e-commerce is expected to grow over the forecast period
Candle air fresheners drives growth due to its versatility
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2017-2022
Table 62 Sales of Air Care by Category: % Value Growth 2017-2022
Table 63 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 64 NBO Company Shares of Air Care: % Value 2018-2022
Table 65 LBN Brand Shares of Air Care: % Value 2019-2022
Table 66 Forecast Sales of Air Care by Category: Value 2022-2027
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Current retail value sales of insecticides grow as higher unit prices hit shelves
Manufacturers tap into the natural trend in a bid to improve sales
Big players dominate the landscape, while private label gains share
PROSPECTS AND OPPORTUNITIES
Growth is driven by hot summers and a shift to natural ingredients
Manufacturers align their products with the rising sustainability trends
Big brands grow as share in private label offerings shrink
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2017-2022
Table 69 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 71 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 72 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 73 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027