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LAUNDRY CARE IN PAKISTAN

Euromonitor International June 2013

LAUNDRY CARE IN PAKISTAN

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LIST OF CONTENTS AND TABLES


Headlines ..................................................................................................................................... 1 Trends .......................................................................................................................................... 1 Competitive Landscape ................................................................................................................ 2 Prospects ..................................................................................................................................... 3 Category Indicators ...................................................................................................................... 4 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 Table 11 Table 12 Table 13 Table 14 Table 15 Household Possession of Washing Machines 2006-2011............................ 4 Sales of Laundry Care by Category: Value 2007-2012 ................................ 4 Sales of Laundry Care by Category: % Value Growth 2007-2012 ............... 4 Sales of Laundry Aids by Category: Value 2007-2012 ................................. 4 Sales of Laundry Aids by Category: % Value Growth 2007-2012 ................ 5 Sales of Laundry Detergents by Category: Value 2007-2012 ...................... 5 Sales of Laundry Detergents by Category: % Value Growth 20072012 ............................................................................................................. 5 Laundry Care Company Shares 2008-2012 ................................................. 6 Laundry Care Brand Shares 2009-2012....................................................... 6 Laundry Aids Company Shares 2008-2012.................................................. 7 Laundry Aids Brand Shares 2009-2012 ....................................................... 7 Laundry Detergents Company Shares 2008-2012 ....................................... 7 Laundry Detergents Brand Shares 2009-2012 ............................................. 8 Forecast Sales of Laundry Care by Category: Value 2012-2017 ................. 8 Forecast Sales of Laundry Care by Category: % Value Growth 20122017 ............................................................................................................. 8 Category Data .............................................................................................................................. 4

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LAUNDRY CARE IN PAKISTAN


HEADLINES
In 2012 laundry care records current value growth of 17% to reach sales of PKR91 billion Manufacturers of powder detergents focus on their economy and effectiveness over bar detergents Unit prices continue to increase in 2012 Colgate-Palmolive (Pakistan) Ltd leads laundry care in 2012 with a 46% value share Over the forecast period laundry care expected to post a constant value CAGR of 6% to reach sales of PKR123 billion in 2017

TRENDS
Laundry care value sales grew by 17% in current terms in 2012 to reach PKR91 billion. Within laundry care, laundry detergents accounted for almost 98% of total value sales in 2012. Bar detergents continued to be the fastest growing category in 2012, registering 18% current value growth. Hand washing is quite prevalent in the country, with almost 50% of households either completely or partially hand washing their laundry. This can be attributed to the high level of electricity load shedding in the country which renders washing machines useless for a substantial part of the day, especially during the summer. Hand washing is also believed to be more effective at keeping sensitive clothes intact. Bar detergents are mainly used for hand washing due to their lower price and the consumer belief that they contain fewer harmful chemicals that might affect their skin during the hand washing process. There are no dual-purpose products promoted for use in both washing machines and for hand washing, with several popular powder detergents claiming to be more efficient than hand washing. Powder detergents also performed well in 2012, growing by 17% in current value terms. Some of this can be attributed to increase in usage of washing machines. Washing machines of different makes and sizes are available in Pakistan at affordable prices. The influx of washing machines manufactured locally and in China, which are more affordably priced than brands such as LG, helped reduce the initial investment needed for each household. Washing machines have become an essential item given to newly married couples as a dowry, taking the burden of investment away from the couple. Powder detergent manufacturers focused their marketing efforts on convincing consumers of the effectiveness and economic benefit of using powder detergents rather than bar detergents. In addition to focusing on economy brands such as Bonus and Express, major players such as Unilever and Colgate-Palmolive sent out a clear message in their advertising campaigns that powder detergents are less expensive and more effective than bar detergents. Interestingly, some consumers partially switched to bar detergents in order to keep their expenditure on laundry care under control. High fuel prices, the energy crisis and high inflation helped lower-priced bar detergents regain popularity among consumers who had given up on this type of product and moved on to powder detergents. Urban areas account for the bulk of sales in laundry care. People in urban areas typically spend a lot more on their clothing in comparison to rural consumers. Consumers meanwhile typically spend more on laundry care if they have more clothes and if these clothes are of a

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higher quality. Consequently, ongoing urbanisation supported sales growth at the end of the review period. Laundry detergents are used sparingly for other purposes such as washing floors and other household surfaces. This is limited to the economy brands and unbranded detergents available in the market at a budget price. Standard powder detergents dominate laundry care in Pakistan. Concentrated detergents are not popular due to a lack of awareness and the insignificant penetration of automatic washing machines that best use concentrated detergent liquids. Concentrated detergents are only sporadically available in a few high-end urban outlets which import these products and have a negligible consumer base. Laundrettes are not present in Pakistan. On the other hand, laundry shops are a common sight across the country. These charge a minimal amount of money to wash and iron clothes. These services continue to be used regularly by middle and high-income households. These laundry shops use unbranded and unpacked powder detergents due to their lower prices than branded products. Dry cleaning is available in Pakistan, mainly in urban areas. It does not have a significant impact on the laundry care category as it is only used occasionally by high-income groups once or twice a year to clean items such as suits, jackets, rugs and sweaters.

COMPETITIVE LANDSCAPE
Colgate-Palmolive (Pakistan) Ltd was the clear leader in laundry care throughout the review period, accounting for a 46% value share in 2012. The companys brands include Bonus, Brite and Express in laundry detergents. Unilever Pakistan Ltd followed in second place with a 36% value share and continued to market Surf Excel and Wheel laundry detergents as well as Comfort fabric softener. These companies enjoy a longstanding presence in Pakistan and brands such as Surf Excel and Bonus also benefit from strong advertising support and widespread distribution. Unilever Pakistan ranked second with 33% value share and retained its position within laundry care. This was mainly due to the strong performance of the companys Surf Excel brand, the launch of Comfort as an alternative to Softlan in the fabric softener category in 2011 and the launch of Sunlight as a second economy brand after Wheel in 2012. International manufacturers continued to dominate laundry care in Pakistan, with no domestic manufacturer commanding a significant value share in 2012. Domestic players are aware of the strong consumer loyalty to existing international brands, mainly due to their higher quality offerings. In addition to this significant barrier to progress, domestic players are unwilling to invest in the research and development required to launch brands that could effectively compete in terms of quality. Sunlight, an economy powder detergent from Unilever Pakistan, was the key launch in laundry care in 2012. This was in line with the current efforts of multinational firms to convey affordability to consumers via focusing on economy brands. Unilever Pakistan ran a successful marketing campaign for Surf Excel in 2012 which focused on encouraging consumers to switch from bar detergents to powder detergents. Bonus from Colgate- Palmolive benefited from a campaign in 2012 that specifically stated that the brand is twice as cheap as a bar detergent. Other marketing campaigns for brands such as Ariel, Brite and Wheel focused on pricing and smaller pack sizes to promote affordability. There was no packaging innovation in laundry care in 2012.

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Premium and standard brands continued to compete for sales on the basis of their better quality. However, consumers continued to prefer standard brands which are comparatively cheaper than premium brands. Economy brands focus on their pricing and convenient packaging to lure consumers into thinking that they offer the best value for money.

PROSPECTS
Over the forecast period laundry care is expected to register a 6% CAGR in volume terms to reach 980 million tonnes and a 6% CAGR in constant value terms to reach PKR123 billion in 2017. Pricing is likely to emerge as a key variable in laundry care over the forecast period as affordability is expected to be an important factor in the consumer decision making process. A focus on the promotion of economy brands and encouraging consumers to switch from bar to powder detergents will drive category growth. Growth rates are expected to rise in constant terms, led by laundry detergents. This can be attributed to an expected increase in washing machine penetration over the forecast period and increasing household incomes, which will mean that each household will own more clothes on average and use laundry care products more frequently. Economic uncertainty might emerge as a threat to forecast growth as laundry care is a massmarket category and can easily be affected by greater volatility or a downward trend caused by natural disasters such as floods or a worsening of the security situation. Laundry detergents (both powder and bar products) are expected to put in a better performance as they remain at the core of the laundry care category. As the economy grows over the forecast period and households have more disposable income, the majority of consumers will gain the capacity to purchase basic laundry care products on a more regular basis. On the other hand, additional laundry care categories such as fabric softeners and prewash spot and stain removers will remain on the periphery of the category. Price competition is expected to increase over the forecast period, with players seeking to gain share through price promotions. This trend will be counterbalanced by mid- and highincome consumers trading up to the leading global brands in the biggest categories, thus boosting unit prices in standard powder detergents and bar detergents. Most higher-priced product areas such as carpet cleaners and fabric softeners are meanwhile set to see their average unit price decline over the forecast period as many manufacturers are likely to enter these categories and make them more price competitive. Of the new launches, Comfort and Sunlight from Unilever Pakistan are expected to perform well in the short term as they respond to the needs of sophisticated consumers who are using more than just detergents for laundry care as well as demand for economy-priced powder detergents. Direct marketing campaigns and wider distribution compared to their imported counterparts will also help create awareness and boost sales. Colgate-Palmolive is expected to increase its marketing activity and maintain its first-mover advantage in the fabric softener category. Multinationals are expected to continue to lead laundry care sales over the forecast period. Consumers trust brands such as Unilevers Surf and Colgate-Palmolives Bonus and regard them as offering a good price/quality ratio. Domestic players could appeal to low-income consumers by offering reasonable quality products at low prices. However, new domestic entrants are likely to be deterred by the strong positions of both Colgate-Palmolive and Unilever.

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CATEGORY INDICATORS
Table 1 Household Possession of Washing Machines 2006-2011

% possession of washing machine 2006 Urban Rural Total


Source:

2007 80.0 41.0 55.1

2008 82.0 43.0 57.3

2009 83.0 45.0 59.1

2010 84.0 47.0 60.9

2011 85.0 50.0 63.3

79.0 39.0 53.3

Euromonitor International from official statistics, trade associations, trade interviews

CATEGORY DATA
Table 2 PKR mn 2007 Carpet Cleaners Fabric Softeners Laundry Aids Laundry Detergents Laundry Care
Source:

Sales of Laundry Care by Category: Value 2007-2012

2008 240.0 40.4 1,113.5 55,720.5 57,114.5

2009 255.9 41.9 1,135.8 59,039.5 60,473.1

2010 271.2 43.9 1,184.8 64,562.2 66,062.2

2011 299.9 49.7 1,345.5 75,396.9 77,092.0

2012 330.2 56.7 1,527.9 88,535.8 90,450.6

210.2 35.5 958.7 47,653.8 48,858.2

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 3

Sales of Laundry Care by Category: % Value Growth 2007-2012

% current value growth 2011/12 Carpet Cleaners Fabric Softeners Laundry Aids Laundry Detergents Laundry Care
Source:

2007-12 CAGR 9.5 9.8 9.8 13.2 13.1

2007/12 Total 57.1 59.8 59.4 85.8 85.1

10.1 14.1 13.6 17.4 17.3

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 4 PKR mn

Sales of Laundry Aids by Category: Value 2007-2012

2007 Colour Safe Laundry Bleach Curtain Care Fabric Fresheners Home Dry Cleaning Spot and Stain Removers - In-Wash Spot and 24.4 -

2008 28.3 -

2009 28.8 -

2010 31.1 -

2011 35.4 -

2012 40.4 -

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Stain Removers - Pre-Wash Spot and Stain Removers Starch/Ironing Aids Water Softeners Other Laundry Boosters Laundry Aids
Source:

24.4 212.9 721.4 958.7

28.3 237.9 847.3 1,113.5

28.8 242.7 864.3 1,135.8

31.1 254.8 898.9 1,184.8

35.4 288.3 1,021.9 1,345.5

40.4 324.3 1,163.1 1,527.9

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 5

Sales of Laundry Aids by Category: % Value Growth 2007-2012

% current value growth 2011/12 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:

2007-12 CAGR 10.7 10.7 8.8 10.0 9.8

2007/12 Total 66.1 66.1 52.3 61.2 59.4

14.3 14.3 12.5 13.8 13.6

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 6 PKR mn

Sales of Laundry Detergents by Category: Value 2007-2012

2007 Automatic Detergents - Powder Detergents - Detergent Tablets - Liquid Detergents - Standard Detergents - Concentrated Detergents Other Detergents - Bar Detergents - Hand Wash Detergents - Fine Fabric Detergents Laundry Detergents
Source:

2008 37,550.0 37,550.0 37,550.0 18,170.5 18,170.5 55,720.5

2009 39,052.0 39,052.0 39,052.0 19,987.5 19,987.5 59,039.5

2010 42,176.1 42,176.1 42,176.1 22,386.0 22,386.0 64,562.2

2011 49,088.8 49,088.8 49,088.8 26,308.1 26,308.1 75,396.9

2012 57,449.5 57,449.5 57,449.5 31,086.3 31,086.3 88,535.8

32,274.0 32,274.0 32,274.0 15,379.8 15,379.8 47,653.8

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 7

Sales of Laundry Detergents by Category: % Value Growth 2007-2012

% current value growth 2011/12 Automatic Detergents - Powder Detergents 17.0 17.0 2007-12 CAGR 12.2 12.2 2007/12 Total 78.0 78.0

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- Detergent Tablets - Liquid Detergents - Standard Detergents - Concentrated Detergents Other Detergents - Bar Detergents - Hand Wash Detergents - Fine Fabric Detergents Laundry Detergents
Source:

17.0 18.2 18.2 17.4

12.2 15.1 15.1 13.2

78.0 102.1 102.1 85.8

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Table 8 % retail value rsp Company

Laundry Care Company Shares 2008-2012

2008 40.8 33.6 11.0 2.3 0.6 1.0 0.2 0.2 0.1 0.1 10.1 100.0

2009 44.1 33.8 10.1 2.6 0.6 1.2 0.2 0.2 0.1 0.1 7.1 100.0

2010 44.7 34.3 9.8 2.2 0.6 0.5 0.2 0.2 0.1 0.1 7.2 100.0

2011 45.0 35.4 9.9 2.0 0.6 0.4 0.2 0.1 0.1 0.1 6.2 100.0

2012 46.0 36.3 9.3 2.0 0.6 0.4 0.2 0.1 0.1 0.1 5.0 100.0

Colgate-Palmolive (Pakistan) Ltd Unilever Pakistan Ltd Procter & Gamble Pakistan (Pvt) Ltd Rex Enterprises Pvt Ltd Reckitt Benckiser Pakistan Ltd Middle East Chemical Co Reckitt Benckiser Plc Henkel AG & Co KGaA McBride Plc NZ Cosmetics Lab Ltd Others Total
Source:

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 9 % retail value rsp Brand Surf Bonus Brite Express Ariel Power Ex Wheel Robin Bioclean Resolve Sil Clean 'n' Fresh

Laundry Care Brand Shares 2009-2012

Company Unilever Pakistan Ltd Colgate-Palmolive (Pakistan) Ltd Colgate-Palmolive (Pakistan) Ltd Colgate-Palmolive (Pakistan) Ltd Procter & Gamble Pakistan (Pvt) Ltd Rex Enterprises Pvt Ltd Unilever Pakistan Ltd Reckitt Benckiser Pakistan Ltd Middle East Chemical Co Reckitt Benckiser Plc Henkel AG & Co KGaA McBride Plc

2009 31.7 22.4 12.6 9.1 10.1 2.6 2.1 0.5 1.2 0.2 0.2 0.1

2010 33.2 23.0 12.7 9.0 9.8 2.2 1.1 0.4 0.5 0.2 0.2 0.1

2011 34.2 23.5 11.7 9.8 9.9 2.0 1.2 0.5 0.4 0.2 0.1 0.1

2012 35.2 24.0 11.3 10.8 9.3 2.0 1.0 0.5 0.4 0.2 0.1 0.1

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Dixons Others Total


Source:

NZ Cosmetics Lab Ltd

0.1 7.3 100.0

0.1 7.4 100.0

0.1 6.4 100.0

0.1 5.2 100.0

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 10 % retail value rsp Company

Laundry Aids Company Shares 2008-2012

2008 31.3 8.3 2.9 2.0 55.5 100.0

2009 32.2 8.6 3.6 2.2 53.5 100.0

2010 32.3 8.5 3.9 2.6 52.8 100.0

2011 33.5 8.0 4.0 2.0 52.5 100.0

2012 34.0 7.0 6.0 2.0 51.0 100.0

Reckitt Benckiser Pakistan Ltd Henkel AG & Co KGaA McBride Plc Middle East Chemical Co Others Total
Source:

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Table 11 % retail value rsp Brand Robin Sil Clean 'n' Fresh Woolite Oxy Bioclean Others Total
Source:

Laundry Aids Brand Shares 2009-2012

Company Reckitt Benckiser Pakistan Ltd Henkel AG & Co KGaA McBride Plc Reckitt Benckiser Pakistan Ltd Reckitt Benckiser Pakistan Ltd Middle East Chemical Co

2009 24.6 8.6 3.6 4.2 3.3 2.2 53.5 100.0

2010 24.8 8.5 3.9 4.0 3.5 2.6 52.8 100.0

2011 27.0 8.0 4.0 3.5 3.0 2.0 52.5 100.0

2012 28.0 7.0 6.0 3.0 3.0 2.0 51.0 100.0

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 12 % retail value rsp Company

Laundry Detergents Company Shares 2008-2012

2008 41.8 34.4 11.2 2.4 1.0 9.2 100.0

2009 45.1 34.6 10.3 2.6 1.2 6.1 100.0

2010 45.7 35.1 10.0 2.3 0.5 6.4 100.0

2011 46.0 36.2 10.1 2.0 0.4 5.3 100.0

2012 47.0 37.0 9.5 2.0 0.4 4.1 100.0

Colgate-Palmolive (Pakistan) Ltd Unilever Pakistan Ltd Procter & Gamble Pakistan (Pvt) Ltd Rex Enterprises Pvt Ltd Middle East Chemical Co Others Total

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Source:

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 13 % retail value rsp Brand Surf Excel Bonus Brite Express Ariel Power Ex Wheel Bioclean Others Total
Source:

Laundry Detergents Brand Shares 2009-2012

Company Unilever Pakistan Ltd Colgate-Palmolive (Pakistan) Ltd Colgate-Palmolive (Pakistan) Ltd Colgate-Palmolive (Pakistan) Ltd Procter & Gamble Pakistan (Pvt) Ltd Rex Enterprises Pvt Ltd Unilever Pakistan Ltd Middle East Chemical Co

2009 32.5 23.0 12.9 9.3 10.3 2.6 2.1 1.2 6.1 100.0

2010 34.0 23.5 13.0 9.2 10.0 2.3 1.1 0.5 6.4 100.0

2011 35.0 24.0 12.0 10.0 10.1 2.0 1.2 0.4 5.3 100.0

2012 36.0 24.5 11.5 11.0 9.5 2.0 1.0 0.4 4.1 100.0

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 14 PKR mn

Forecast Sales of Laundry Care by Category: Value 2012-2017

2012 Carpet Cleaners Fabric Softeners Laundry Aids Laundry Detergents Laundry Care
Source:

2013 330.6 57.8 1,551.3 93,262.1 95,201.9

2014 335.1 59.3 1,585.6 99,453.7 101,433.7

2015 338.6 60.2 1,623.5 105,770.0 107,792.4

2016 342.3 61.3 1,657.2 112,641.9 114,702.6

2017 348.1 62.8 1,703.5 121,218.4 123,332.8

330.2 56.7 1,527.9 88,535.8 90,450.6

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Table 15

Forecast Sales of Laundry Care by Category: % Value Growth 2012-2017

% constant value growth 2012-17 CAGR Carpet Cleaners Fabric Softeners Laundry Aids Laundry Detergents Laundry Care
Source:

2012/17 TOTAL 5.4 10.8 11.5 36.9 36.4

1.1 2.1 2.2 6.5 6.4

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