Pulse Report Household Q3 2013

PULSE REPORT
IRI Pulse Report Household

Welcome to the Pulse Q3 2013 edition for household. We hope you find it useful. Please do not hesitate to contact us if you have any questions or comments at !."ar#etin$%IRI&orld&ide.com.
Q3 2013
IRI&orld&ide.eu
PULSE REPORT
'(out the Report
)his household report is one of ten super cate$ory reports desi$ned to sho& hi$h*level comparison and analysis for retail mar#ets across ma+or countries in urope. )his report contains data $athered from around urope. )his mar#et &as split into the follo&in$ cate$ories, air fresheners- dish&ashin$- household cleaners- shoe cleanerscleanin$ supplies- insecticides- fa(ric deter$ents- fa(ric enhancers and paper disposa(les. )he report hi$hli$hts #ey metrics such as total sales fi$ures- mar#et trends- cate$ory shares- &inners and losers for urope and for individual countries. )he data has (een sourced from IRI retail data(ases and urostat- the statistical (ranch of administration for the uropean .ommission. )he countries included in the report are, /rance- 0ermany- Italy- the 1etherlands- 2pain and the !nited 3in$dom 4!.3.5. )he mar#et channels used for each country in this report are as follo&s,
Country
!3 2 6 17 I) /R
Channels used
Hypermar#ets- supermar#ets- dru$ stores and impulse outlets Hypermar#ets- supermar#ets- hard discounters- and dru$ storesincludin$ the .anary Islands Hypermar#ets- supermar#ets- hard discounters and dru$ stores Hypermar#ets- supermar#ets- hard discounters and dru$ stores Hypermar#ets- supermar#ets- small self service- hard discounters and dru$ stores Hypermar#ets and supermar#ets
/or analytical purposes- the data sourced from availa(le retail data(ases has (een consolidated to provide consistent results. Ho&ever- for some countries it &as not possi(le to source data pertainin$ to certain cate$ories. When this occurred- it has (een documented in the notes section found at the end of the report.
PULSE REPORT
8n the Radar
's predicted- all household cate$ories are no& in value sales decline at a total uropean level. 8ver the last year- &e have seen the t&o lar$est cate$ories shift from the main driver of $ro&th to the main driver of decline. 'lthou$h this varies (y country- it sho&s ho& important it is to continue to deliver $ro&th in the areas of the mar#et that have the $reatest share.
ECONOMIC FI URES INFLUENCIN
CONSUMER !E"#$IOR
#$ER# E 12 MONT"S INFL#TION R#TES
POPUL#TION IN MILLIONS 9an. 2012 Fran+e er3any Italy Netherlands S5a6n Un6ted 76n8do3 ,-.3 20.3 -0.3 1,.1 4,.2 ,3.4 9an. 2013 ,-., 20.-0., 1,.2 4,.1 ,3.2
UNEMPLO%MENT &'( 2ep. 2013 11.1 -.2 12.1.0 2,., 1.'vera$e 2012 10.2 -.10.1 -.3 2-.0 1.0
)P IN MILLIONS &*( 2012 2 032 201 2 ,44 200 1 -,- 01, ,00 ,32 1 040 -21 001 001 2013 4 stimate5 2 0-0 3-2 2 ,04 400 1 -,2 322 ,04 4-0 1 0-1 01, 1 2-4 020
2ep. 2013 /1.2 /1.2 /1.2 /3.1 /2.3 /2.1
'vera$e 2012 /2./2.4 /3./2.2 /2.3 /3.1
2ource, urostat- 2eptem(er 2013
PULSE REPORT
0lo(al )rends
TOT#L "OUSE"OL) $#LUE S#LES #N) ' C"#N E $S. PRIOR %E#R
90.2' 93.0' 90.-'

$#LUE S#LES IN MILLIONS &*( Total EU )E IT 21 230 , -1- ,2, - ,,1 4 010< 3 032 1 0,0
/0.,'
FR U7 ES NL
91.2' 94.0'
:(ased on an e;chan$e rate of <1.1=0 to the pound
TOT#L EUROPE 91.3' TOT#L "OUSE"OL) $#LUE S#LES FOR T"E L#ST SI= QU#RTERS
2 000
M6ll6ons
1 000
, 000
1 32-
1 411
1 322
1 401
1 321
1 40,
Fran+e er3any
- 000
1 ,30
1 ,-1
1 ,3,
1 ,,2
1 ,11
1 ,,0 Italy
4 000
3 000
1 423 214
1 -10 214 1 031
1 402,1 0,, 1 232

309d;+.912
1 302 211 0-1 1 243193ars913
1 433 2,4 001 200

309:u6n913
1 4-1 2,1 020
Netherlands S5a6n U7
2 000
1 002
1 000
1 230
0 019:u6l.912
1 2-0
019o+t.912
1 224
209se5t.913 Per6od End6n8
2ource, IRI retail data(ases> Period endin$ 2? 2eptem(er 2013
PULSE REPORT
urope
C#TE OR% S"#RE OF $#LUE IN T"E L#ST %E#R C#TE OR% $#LUE S#LES IN T"E L#ST %E#R
21.1D
1=.0D
10.2D
Euros> 6n M6ll6ons
C BC3
= CA=
30.=D
B 1@A 2 C3@ 2 @AB
?.@D =.?D =.3D 1.CD
1 @=3 1 BAC =1B 1=0
0.=D
Paper 6isposa(les 6ish&ash .leanin$ 2upplies
/a(ric 6eter$ents /a(ric nhancers Insecticides
Household .leaners 'ir /resheners 2hoe .leaners
TOP - C#TE ORIES? E$OLUTION

Falue sales 4<5 and D chan$e vs. year a$o
7E% TREN)S /rance is no& the only country in urope to $ro& household sales- althou$h 0ermany and the !.3. declined at a slo&er rate than the uropean total. Ho&ever- all countries have $ro&n versus the previous quarter. 2ales are do&n *1.3D versus the prior year &ith none of the household cate$ories in $ro&th at a total uropean level. /a(ric deter$ents &as previously one of the main $ro&th areas- (ut this has had a dramatic turnaround and is no& the cate$ory &ith the lar$est decline. )his is follo&ed (y paper disposa(les- a$ain a cate$ory &hich has historically driven the $ro&th of the household mar#et. )hese t&o cate$ories should act as a &arnin$ to any cate$ory G &ithin the space of a fe& months- the lar$est area of $ro&th can (ecome the lar$est area of decline.
C BC3
M6ll6ons
= CA=
B 1@A 2 C3@ 2 @AB
*0.? Paper 6isposa(les /a(ric 6eter$ents
*1.@ Household .leaners
*1.3 6ish&ash
*0.@ /a(ric nhancers
*0.A
)otal < 2ales
D < vs. E'
urope includes, /rance- 0ermany- Italy- 1etherlands- 2pain and !nited 3in$dom 2ource, IRI retail data(ases> Period endin$ 2? 2eptem(er 2013
PULSE REPORT
urope
TOP @INNERS? $#LUE S#LES C"#N E $S. %R. # O &*(

M6ll6ons
0 0 0 0 0 0 0
TOP LOSERS? $#LUE S#LES C"#N E $S. %R. # O &*(

M6ll6ons
9120 9100 920 9,0 940 920 0
* 3C-A
#6r Fresheners Clean6n8 Su55l6es "ousehold Cleaners Pa5er )6s5osaAles FaAr6+ )eter8ents
* B2-A
* =B-A
* AC-?
* ?@-1
C#TE OR% INSI "TS /a(ric deter$ents is no& the lar$est area of decline at a uropean level. 'lthou$h /rance0ermany and the !.3. have $ro&th- there are si$nificant declines in Italy and 2pain &hich have driven this trend. Po&der- &hich is in si$nificant decline in 2pain and the !.3.- seems to drive this. 8ther formats are una(le to achieve the levels of $ro&th needed to offset this decline. Paper disposa(les continues to decline as /rance and 2pain are una(le to cover for the losses seen in the !.3. and Italy. )he !.3. decline is driven (y private la(el in the soft sector- &hilst Italy declines across all sectors e;cept nap#ins and &ipes. Household cleaners are in decline in all countries &ith the e;ception of 0ermany. )he ma+ority of the decline is seen in Italy- &here all sectors are no& in decline. 'ir fresheners are in decline across every uropean country. 'lthou$h this is not the top five in terms of share of household- this &ide decline (rin$s it into the (ottom = performin$ cate$ories.
urope includes, /rance- 0ermany- Italy- 1etherlands- 2pain and the !nited 3in$dom 2ource, IRI retail data(ases> Period endin$ 2? 2eptem(er 2013
PULSE REPORT
/rance
22.@D 1B.3D
Euros> 6n M6ll6ons
1 B?2 1 2C0
10.AD
C13 @0A =B2 BB1 32?
2@.3D ?.@D
A.CD 0.@D 2.3D =.CD
130 3B
Paper 6isposa(les 6ish&ash 'ir /resheners
Household .leaners .leanin$ 2upplies 2hoe .leaners

7E% TREN)S /rance is the only country in urope to re$ister $ro&th on household products$ro&in$ 0.@D in value sales versus a decline of 1.3D for urope. Hut- /ranceIs $ro&th rate is slo&in$ do&n quarter (y quarter. 'lso- /".0 as a &hole is no& far more dynamic than household products - &ith 1.AD $ro&th in Q3 2013. Household $ro&th mainly comes from JessentialK cate$ories- &hich include paper disposa(les- fa(ric deter$ents and dish&ashin$.
1 B?2 1 2C0

C13 @0A =B2
M6ll6ons
1.= Paper 6isposa(les /a(ric 6eter$ents
0.@ Household .leaners
*0.C 6ish&ash
2.2 /a(ric nhancers
1.=
)otal < 2ales
D < vs. E'
PULSE REPORT
/rance
M6ll6ons
0 10 120 292 9, 94 92

M6ll6ons
0
Pa5er )6s5osaAles
22-A
)6shBash FaAr6+ Enhan+ers FaAr6+ )eter8ents Shoe Cleaners
13-2
* 1-A
Inse+t6+6des #6r Fresheners Clean6n8 Su55l6es "ousehold Cleaners
A-C
* 3-1
A-C
* B-?
0-?
* @-B
C#TE OR% INSI "TS /a(ric deter$ents- the second lar$est cate$ory on household products- is no& only the fourth contri(utor to $ro&th. Falue sales only $re& (y 0.@D versus around =D in 2012. )he stron$ increase of the capsules se$ment is not sufficient to offset re$ression of all other product forms. )he economic conte;t no& seems to (e &ei$hin$ on the cate$oryIs health. "oreover- durin$ the last t&o or three years- fa(ric &as (enefitin$ from liquid compaction- (ut it seems that no& consumers are usin$ the correct dose. Paper disposa(les and dish&ashin$ $re& mainly throu$h promotional sales increases. Household cleaners still suffer from the structural decline of cate$ories such as floor care and (leach.
PULSE REPORT
0ermany
21.0D
Euros> 6n M6ll6ons
2 221
1=.1D
10.@D 33.CD
1 3C0 ??0 @?C =C? 3@A 22? A= 2A
?.0D =.@D 0.BD 1.1D 3.=D

7E% TREN)S )he household mar#et e;perienced a sli$ht decline- driven (y losses in the paper disposa(le and air freshener cate$ories. 'lthou$h promotions contri(uted to more than 21D of total sales- there has (een a dip in promotional sales $ro&th &hich is a reason for the cate$ory decline. Hypermar#ets remain the ma+or channel &ith positive $ro&th. )he ma+or su(* channels are 1=00*2B?? square meter 4sqm5 and 2=00*B??? sqm &ith si$nificant $ro&th. 'lthou$h other dru$ stores contri(uted to more than =0D of the sales of dru$ stores and sho& an overall positive developmentthey are una(le to compensate for the (an#ruptcy of 2chlec#er. 6iscounters have sho&n positive development &ith $ro&th from (oth hard and soft discounters. 0ro&th in household cleaners and fa(ric deter$ent cate$ories led to the sales (oost.
2 221
M6ll6ons
1 3C0 ??0 @?C =C?
*0.A Paper 6isposa(les /a(ric 6eter$ents 0.B Household .leaners 0.@ 6ish&ash *0.A /a(ric nhancers 0.1
)otal < 2ales
D < vs. E'
PULSE REPORT
0ermany
M6ll6ons
0 1 2 3 4 , 920 91910 9-

.
Inse+t6+6des )6shBash #6r Fresheners Clean6n8 Su55l6es Pa5er )6s5osaAles
M6ll6ons
0
"ousehold Cleaners FaAr6+ )eter8ents FaAr6+ Enhan+ers
=.@
* 2-B
=.@
* =-0
0.B
* ?-?
* 10-=
* 1@-0
C#TE OR% INSI "TS Household cleaners lead the cate$ory driven (y value $ro&th of toilet (o&l cleanerLstones in all channels e;cept for dru$ stores. "a+or channels &ith positive development are discounters and hypermar#ets- to$ether contri(utin$ to appro;imately @2D of mar#et share fueled (y hi$her promotions. )he overall volume decline of the cate$ory is ma+orly due to losses in dru$ stores. Private la(el holds around 30D of share &ith a flat $ro&th rate- (ut faced losses in dru$ stores. /a(ric deter$ents continue to $ro&- mainly driven (y the value $ro&th in all purpose &ashin$ deter$ents. Hypermar#et is the ma+or channel &ith over B0D of mar#et sharesho&in$ a sta(le $ro&th rate &ith a promotion sales (oost. Hard discounters also play a ma+or role in pumpin$ up sales $ro&th and mas#in$ the losses from dru$ stores. Private la(el holds around 22D of mar#et share- (ut sho&s a sli$ht decline- mainly driven (y losses in dru$ stores. /a(ric enhancers sho& sta(le development driven (y positive $ro&th in the fa(ric softeners cate$ory. Hypermar#et is the ma+or channel. Private la(el has an 1CD share- (ut sho&ed a dip in sales &ith losses in (oth dru$ stores and hypermar#ets. 6ue to heavy losses in the ma+or cate$ories toilet paper and paper nap#ins- paper disposa(les sho&ed a hu$e decline. 7osses in dru$ stores pulled do&n the overall sales $ro&th. Hard discounters also declined- addin$ to the losses. .leanin$ supplies also sho&ed decline driven (y losses in dru$stores and discounters. 'lthou$h hypermar#ets sho&ed sli$ht positive $ro&th- they &ere una(le to offset the losses. Private la(el is the ma+or manufacturer &ith appro;imately @BD of mar#et share- (ut is also declinin$.
10
PULSE REPORT
Italy
1C.CD
Euros> 6n M6ll6ons
1A.2D
1 @0?
10.0D
1 0A1 ?A?
2C.3D ?.CD
=@C
==@ B@A 21A 1AC B2
C.2D 0.AD 3.1D 3.CD
Paper 6isposa(les /a(ric nhancers 'ir /resheners
/a(ric 6eter$ents 6ish&ash Insecticides

7E% TREN)S )he Italian macro*economical scenario is more and more in recession. .onsumption still decreased in value and in volume as &ell- unemployment increased and the 06P forecast for 201B is &ea#ly positive. Inflation is quite sta(le compared to previous levels- (ut there &ill (e hi$her prices due to increasin$ ta;es. Hoth retailers and manufacturers are competin$ more and more on a price and promotional (asis. )he $eneral do&nturn is affectin$ (oth private la(els and (randed products in every se$ment of /".0.
1 @0?
M6ll6ons
1 0A1 ?A?
=@C
==@
*2.? Paper 6isposa(les
*=.3 /a(ric 6eter$ents Household .leaners
*3.3
*B.? 6ish&ash /a(ric nhancers
*2.A
)otal < 2ales
D < vs. E'
11
PULSE REPORT
Italy
M6ll6ons
0 0 0 0 0 0 0 920 9,0 940

.
Clean6n8 Su55l6es FaAr6+ Enhan+ers "ousehold Cleaners Pa5er )6s5osaAles FaAr6+ )eter8ents
M6ll6ons
920 0
* 21-0
* 2?-=
* 33-2
* BA-=
* =?-B
C#TE OR% INSI "TS .ompared to food and (evera$e- household cate$ories are even more ne$ative in volume and value in the year 2012- (ut there &as a &ea# recovery in the first ? months of 2013. 6ru$ stores and discounters are still positive. very important mar#et for household cleanin$ &as very ne$ative and for the first time there &ere no positive cate$ories. 'mon$ the top = household cate$ories- every one is deeply decreasin$. 8nly dish&ashin$ had a decrease lo&er than 3.0D. 'uto dish &ashin$ &as not as ne$ative as hand dish &ashin$. In fa(ric deter$ents- only machine &ashin$ decreased less than avera$e in value and increased in volume- than#s to hi$h promotions in terms of price reduction and special pac#a$in$ &ith special offers. Paper disposa(le- the (i$$est mar#et of household- is still ne$ative and every se$ment is stron$ly decreasin$. 8nly nap#ins and &ipes &ere positive in volume. /a(ric enhancers &ere one of the top ne$ative mar#ets. 2ofteners- the (i$$est mar#et of the se$ment- decreased less- as there &as heavy investment (y top companies in terms of assortment and promotions- &hile the second (i$$est mar#et- laundry additives- decreased over AD. 'mon$ other households cate$ories- only continuous air fresheners increased. Private la(els confirmed their $ro&th in every $rocery mar#et- even if the economic do&nturn is affectin$ private la(el as &ell.
12
PULSE REPORT
1etherlands
C#TE OR% S"#RE OF $#LUE IN T"E L#ST %E#R
22.AD
C#TE OR% $#LUE S#LES IN T"E L#ST %E#R
Euros> 6n M6ll6ons
3=B
1@.BD
2B1 1A3 111 C?
33.BD
10.=D
B.CD 0.2D 0.AD 3.0D
C.BD
=1
32 A 2

7E% TREN)S 'lthou$h the total mar#et is still $ro&in$ in value sales- household cate$ories are in decline. 6ecline in total household &as mainly due to service supermar#ets. Hard discount $re& in value &ith @.@D. Responsi(le for the $ro&th in hard discount &as paper disposa(les- mainly due to the introduction of the latest movin$ annual total 4"')5 &ithin moist toilet paper and use $ro&th &ithin #itchen to&els.
3=B
M6ll6ons
2B1 1A3 111 C?
*0.1 Paper 6isposa(les /a(ric 6eter$ents
*2.0 Household .leaners
*1.@ 6ish&ash
*11.C /a(ric nhancers
*3.B
)otal < 2ales
D < vs. E'
13
PULSE REPORT
1etherlands
M6ll6ons
0 0 0 0 0 0 0 920 91910

M6ll6ons
90
* 2-?
"ousehold Cleaners FaAr6+ Enhan+ers #6r Fresheners FaAr6+ )eter8ents
* 3-1
* 3-=
* =-0
* 1B-?
)6shBash
C#TE OR% INSI "TS Paper disposa(les had sli$ht $ro&th in uro sales &ithin (oth dru$ stores and hard discount. 2ervice supermar#ets are tryin$ to $et share (ac# &ith a hi$h promotional pressure. !ntil no&- this has not (een successful. 2ervice supermar#ets &ere the only $roup in decline. 8nly volume $ro&th for paper disposa(les for hard discount- mainly due to the introduction of the latest "') &ithin moist toilet paper and moist tissues. )otal deter$ents are under pressure- (ut sho&ed a hi$h increase &ithin dru$ stores (oth in value and volume. Promotional sales are drivin$ the positive dru$ storesI sales. )he $ro&th in dru$ stores has had a ne$ative impact on the sales in supermar#ets. 6ish&ashin$ products declined in $ro&th a$ain. 'fter a lon$ period of hi$h promotional salespromotional pressure is declinin$ &ithin (oth dru$ stores and supermar#ets. 'lso- hard discount $ained territory from supermar#ets and dru$ stores. 'ir freshener volume declined &ithin supermar#ets- dru$ stores and hard discount. 'lthou$h hard discount sho&ed an increase in value- this is (y far not enou$h for total mar#et $ro&th.
14
PULSE REPORT
2pain
C#TE OR% S"#RE OF $#LUE IN T"E L#ST %E#R
20.0D 1=.1D
C#TE OR% $#LUE S#LES IN T"E L#ST %E#R
Euros> 6n M6ll6ons
1 1C?
?.=D
AC= =?B 3AB 3== 2=C 2=C 102 1@
30.2D
?.0D @.@D @.@D 2.@D
0.BD
Paper 6isposa(les /a(ric nhancers 'ir /resheners
/a(ric 6eter$ents 6ish&ash Insecticides

7E% TREN)S )he /".0 mar#et had a positive trend in 2013 &ith 0.=D $ro&th- (ut demand &as still ne$ative. 8nly fresh products had a flat demand. )he rest of the sectorsincludin$ food- (evera$es- householdperfumeries and (a(y- declined- &ith household declinin$ at the fastest rate. ven thou$h the household sector is fallin$ in demand and value in total this yearthere are still channels &here the trend is positive. 1ot only (i$ supermar#ets- (ut small supermar#ets sa& a flat trend. Pro;imity stores are over performin$. In an unusual trend- private la(el performed &orse than the household mar#et and only $re& in medium supermar#ets. "anufacturer (rands are decreasin$ too- (ut less so than private la(el.
1 1C?
M6ll6ons
AC= =?B 3AB 3==
0.? Paper 6isposa(les /a(ric 6eter$ents *=.= Household .leaners *2.3 /a(ric nhancers *1.2 6ish&ash 0.3
)otal < 2ales
D < vs. E'
1-
PULSE REPORT
2pain
M6ll6ons
0 2 4 , 2 10 12 9-0 940 930 920

.
FaAr6+ Enhan+ers Clean6n8 Su55l6es #6r Fresheners "ousehold Cleaners FaAr6+ )eter8ents
M6ll6ons
910 0
Pa5er )6s5osaAles )6shBash
10-B
* B-A
1-1
* =-0
* C-2
* 1B-0
* B@-1
C#TE OR% INSI "TS 'll se$ments are $ro&in$ in paper disposa(le. Ho&ever- the tendency in volume is ne$ativeso the price increase &ould e;plain the value $ro&th. In the toilet paper sector- the $ro&th of (i$ pac#s is drivin$ up the cate$ory. 6ish&ashin$ is $ro&in$ (ecause of hand dish&ashin$ products. Within this sector- the concentrated products are $ro&in$ ahead of the cate$ory- particularly for private la(el in (i$ supermar#ets. Po&der decreased in the deter$ent cate$ory and hand deter$ents and delicate deter$ents pulled do&n the cate$ory as &ell. 'lso- promotional levels have decreased sli$htly. 'ir fresheners are decreasin$ due to lost sales in all of the se$ments- e;cept automatic air fresheners. )his is one of the most in+ured cate$ories in household. ven private la(el is decreasin$ and only the ne& launches in automatic air fresheners contri(uted to $ro&th. Household cleaners decreased in specific cleaners and private la(el. "anufacturer (rands decreased- (ut less. 1o se$ment sa& a positive trend- only a fe& small se$ments remained flat.
1,
PULSE REPORT
!nited 3in$dom
22.CD
Euros> 6n M6ll6ons
1 @1?
12.@D
10.BD 33.0D
1 11C
@1C =13 =0C B32
10.3D C.CD 0.BD 0.@D 1.0D
=1
31
20
Paper 6isposa(les /a(ric nhancers .leanin$ 2upplies
/a(ric 6eter$ents 6ish&ash 2hoe .leaners
Household .leaners 'ir /resheners Insecticides

7E% TREN)S )he !.3. is ahead of the uropean mar#et $ro&th rate- (ut in decline 4*0.CD versus *1.3D5 &ith the sales $ro&th rate fallin$ (ehind 0ermany as &ell as /rance. Falue sales &ere up versus last quarter. Paper disposa(les drove the decline &hilst household cleaners and air fresheners are no& in decline. 8f the five lar$est cate$ories- fa(ric enhancers $re& at the fastest rate and delivered the most a(solute $ro&th. We have started to see more ne& product development in household cate$ories this quarter- &hich may ena(le some cate$ories to remain in $ro&th. "any of these come at a premium- so it &ill (e interestin$ to see ho& volume performs over the ne;t quarter.
1 @1?
M6ll6ons
1 11C
@1C =13 =0C
*2.? Paper 6isposa(les /a(ric 6eter$ents
0.1 Household .leaners
*0.@
1.? 6ish&ash /a(ric nhancers
0.@
)otal < 2ales
D < vs. E'
11
PULSE REPORT
!nited 3in$dom
M6ll6ons
0 2 4 , 2 10 12 9,0 9-0 940 930 920

.
M6ll6ons
910 0
FaAr6+ Enhan+ers )6shBash Clean6n8 Su55l6es FaAr6+ )eter8ents
?-C
3-3
* 0.1
Shoe Cleaners #6r Fresheners "ousehold Cleaners Pa5er )6s5osaAles
1-2
* 3.3
1-2
* 3.A
Inse+t6+6des
0-1
* BC.0
C#TE OR% INSI "TS /a(ric enhancers drove $ro&th this quarter more than the other cate$ories com(ined. .oncentrated conditioners are the lar$est part of the mar#et and the source of $ro&th &ith !nilever and PM0 drivin$ this at the e;pense of private la(el. 6ish&ashin$ product $ro&th &as driven (y the machine sector- &ith hand no& in decline after a lon$ period of $ro&th. "achine $ro&th came from private la(el- &hich &as also the area of decline for the hand sector. 8verall- cate$ory $ro&th came from more effective promotions and at hi$her promoted prices. /a(ric deter$ents are still positive- (ut no lon$er drivin$ household $ro&th. "ain &ash is no& in decline- driven (y PM0 po&der- (ut there &as some $ro&th in liquid formats follo&in$ ne& product development. 0ro&th came from the &ash treatment sector- &here- a$ainpo&der &as the source of decline &hilst capsules $re&. Household cleaners are no& in decline after a len$thy period of $ro&th. )his &as driven (y toilet rim (loc#s across most manufacturers- &hilst (leach has seen value $ro&th from price increases. Paper disposa(les are no& in heavy decline and are the #ey reason for the overall household decline in the !.3. )his is driven (y price declines in the soft sector- as this has not driven sufficient volume to cover for the loss in value. )he soft sector decline is driven (y private la(el and 3im(erly .lar#.
12
PULSE REPORT
/inal 1otes
Notes on Cate8ory )eC6n6t6ons Cor Countr6es 6ue to the diverse products found in individual countries across this mar#et- it &as necessary to consolidate the availa(le data into the cate$ories in this report. In some cases- it &asnIt al&ays possi(le to ali$n products across all @ countries- hence the need to hi$hli$ht any anomalies in the report. )hose e;ceptions are listed (elo&, Shoe +leaners )he 0ermany and /rance data in this report includes leather cleanin$ products.
Tools )he !.3. data in this report only contains ru((er $loves for this cate$ory. )he 0ermany data in this report does not include mops- (rushes or ru((er $loves.
FaAr6+ enhan+ers )he !.3. data in this report does not include stain remover or fa(ric (leach products. )he Italy data in this report does not include tum(le dry enhancers. )he 2pain data in this report does not include anti*lime scale for laundry- tum(le dry enhancer or fa(ric stora$e products.
Pa5er d6s5osaAles )he /rance data in this report does not include &et &ipes. )he !.3. data in this report does not include paper nap#ins.
10
PULSE REPORT
Resources
)o $ain insi$ht into opportunities across specific cate$ories- se$ments- channels or retailerscontact your IRI client service representative re$ardin$ custom analyses levera$in$ the follo&in$ resources, IRI InCoS+an CensusE is a syndicated retail trac#in$ service that ena(les manufacturers and retailers to acquire industry insi$hts used to ma#e (etter (usiness decisions. IRI Info2can .ensus utiliPes the data that IRI collects from $rocery- dru$- and mass merchandise retailers to provide the most comprehensive and accurate syndicated data offerin$ in the /".0 sector. With access to accurate- $ranular detail (y cate$ory- $eo$raphymeasure- and time period- clients have the tools needed to develop mar#etin$ and sales strate$ies (ased on product performance- distri(ution- and promotion responsiveness. 'll data a(out household comes from IRI InCoS+an CensusE. IRI Consult6n8 provides strate$ic insi$hts and advice- levera$in$ a variety of data sourcespredictive analytics- ena(lin$ technolo$ies- and (usiness analyses to help /".0 manufacturers and retailers address si$nificant sales and mar#etin$ issues effectively.
/8R "8R
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Please contact 2am .ialis- 2enior Insi$ht "ana$erIRI at Sa3.C6al6sDIRIBorldB6de.+o3 or NBB 13BB ABA?10 &ith questions or comments a(out this report.
#Aout IRI. IRI is a leader in deliverin$ po&erful mar#et and shopper information- predictive analysis and the foresi$ht that leads to action. We $o (eyond the data to i$nite e;traordinary $ro&th for our clients in the .P0- retail and over* the*counter healthcare industries (y pinpointin$ &hat matters and illuminatin$ ho& it can impact their (usinesses across sales and mar#etin$. "ove your (usiness for&ard at IRIBorldB6de.eu 'rlin$ton 2quare- 6o&nshire Way- Hrac#nell- Her#shire R012 1W'- )el NBB 405 13BB AB@000
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20

Pulse Report Household Q3 2013

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Pulse Report Household Q3 2013

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PULSE REPORT

IRI Pulse Report Household

'(out the Report

ECONOMIC FI URES INFLUENCIN

2ep. 2013 /1.2 /1.2 /1.2 /3.1 /2.3 /2.1

'vera$e 2012 /2./2.4 /3./2.2 /2.3 /3.1

2ource, urostat- 2eptem(er 2013

90.2' 93.0' 90.-'

1 -10 214 1 031

1 402,1 0,, 1 232

1 302 211 0-1 1 243193ars913

1 433 2,4 001 200

1 4-1 2,1 020

209se5t.913 Per6od End6n8

2ource, IRI retail data(ases> Period endin$ 2? 2eptem(er 2013

B 1@A 2 C3@ 2 @AB

?.@D =.?D =.3D 1.CD

1 @=3 1 BAC =1B 1=0

Paper 6isposa(les 6ish&ash .leanin$ 2upplies

/a(ric 6eter$ents /a(ric nhancers Insecticides

Household .leaners 'ir /resheners 2hoe .leaners

TOP - C#TE ORIES? E$OLUTION

B 1@A 2 C3@ 2 @AB

*0.? Paper 6isposa(les /a(ric 6eter$ents

*1.@ Household .leaners

*0.@ /a(ric nhancers

)otal < 2ales

D < vs. E'

TOP @INNERS? $#LUE S#LES C"#N E $S. %R. # O &*(

TOP LOSERS? $#LUE S#LES C"#N E $S. %R. # O &*(

C13 @0A =B2 BB1 32?

A.CD 0.@D 2.3D =.CD

Paper 6isposa(les 6ish&ash 'ir /resheners

/a(ric 6eter$ents /a(ric nhancers Insecticides

Household .leaners .leanin$ 2upplies 2hoe .leaners

TOP - C#TE ORIES? E$OLUTION

1.= Paper 6isposa(les /a(ric 6eter$ents

0.@ Household .leaners

2.2 /a(ric nhancers

)otal < 2ales

D < vs. E'

2ource, IRI retail data(ases> Period endin$ 2? 2eptem(er 2013

TOP LOSERS? $#LUE S#LES C"#N E $S. %R. # O &*(

)6shBash FaAr6+ Enhan+ers FaAr6+ )eter8ents Shoe Cleaners

Inse+t6+6des #6r Fresheners Clean6n8 Su55l6es "ousehold Cleaners

2ource, IRI retail data(ases> Period endin$ 2? 2eptem(er 2013

1 3C0 ??0 @?C =C? 3@A 22? A= 2A

?.0D =.@D 0.BD 1.1D 3.=D

Paper 6isposa(les 6ish&ash .leanin$ 2upplies

/a(ric 6eter$ents /a(ric nhancers Insecticides

Household .leaners 'ir /resheners 2hoe .leaners

TOP - C#TE ORIES? E$OLUTION

1 3C0 ??0 @?C =C?

)otal < 2ales

D < vs. E'

2ource, IRI retail data(ases> Period endin$ 2? 2eptem(er 2013

TOP LOSERS? $#LUE S#LES C"#N E $S. %R. # O &*(

"ousehold Cleaners FaAr6+ )eter8ents FaAr6+ Enhan+ers

2ource, IRI retail data(ases> Period endin$ 2? 2eptem(er 2013

==@ B@A 21A 1AC B2

C.2D 0.AD 3.1D 3.CD

Paper 6isposa(les /a(ric nhancers 'ir /resheners

/a(ric 6eter$ents 6ish&ash Insecticides

Household .leaners .leanin$ 2upplies 2hoe .leaners