Home Care in Portugal
Development of new products reinforce position of leading player:
Unilever Jerónimo Martins Lda, the leading player of home care, was able to gain more ground in 2010. The launch of its Surf brand in automatic detergents and the extension of its Cif brand to hand dishwashing in 2009 allowed the company to retain its position and to counter private label growth. This was the only branded manufacturer able to reinforce its competitive position against private label, which overall ranked second, continuing to benefit from the unfavourable economic context and higher consumer price-sensitivity. Private label’s success was also linked with the increasing perception consumers have about getting good value-for- money.
Development of new products reinforce position of leading player:
Unilever Jerónimo Martins Lda, the leading player of home care, was able to gain more ground in 2010. The launch of its Surf brand in automatic detergents and the extension of its Cif brand to hand dishwashing in 2009 allowed the company to retain its position and to counter private label growth. This was the only branded manufacturer able to reinforce its competitive position against private label, which overall ranked second, continuing to benefit from the unfavourable economic context and higher consumer price-sensitivity. Private label’s success was also linked with the increasing perception consumers have about getting good value-for- money.
Home care purchases continue to be made in supermarkets/hypermarkets:
For their weekly or monthly purchases of home care, consumers continued to prefer grocery retailers, in particular supermarkets/hypermarkets that offered a large choice of products and prices. Due to their lower disposable incomes, consumers reduced their visits to retailers where prices were less attractive, such as small grocery retailers or convenience stores. They were also increasingly attracted by shopping on the internet, as this distribution channel offers a wide range of products and prices and allows consumers to purchasing without leaving home.
For their weekly or monthly purchases of home care, consumers continued to prefer grocery retailers, in particular supermarkets/hypermarkets that offered a large choice of products and prices. Due to their lower disposable incomes, consumers reduced their visits to retailers where prices were less attractive, such as small grocery retailers or convenience stores. They were also increasingly attracted by shopping on the internet, as this distribution channel offers a wide range of products and prices and allows consumers to purchasing without leaving home.
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Modest positive performance expected over forecast period:
Home care is predicted to register modest constant value growth over the forecast period. Due to the maturity of a high number of categories, volume decrease is expected. In addition, the growing popularity of economy brands and promotional activities that will be increasingly used by manufacturers to boost sales will inhibit stronger overall value performance. Nevertheless, there are still some categories, such as automatic dishwashing tablets, liquid detergents and electric air fresheners, with high growth potential. Driven by growing concerns about the environment, the “green” segment offers good growth prospects over the forecast period. For their part, branded manufacturers are expected to continue to endorse new products by existing well-known brands in order to reduce their financial investments but also ensure rapid success in categories or segments with attractive growth potential.
Home care is predicted to register modest constant value growth over the forecast period. Due to the maturity of a high number of categories, volume decrease is expected. In addition, the growing popularity of economy brands and promotional activities that will be increasingly used by manufacturers to boost sales will inhibit stronger overall value performance. Nevertheless, there are still some categories, such as automatic dishwashing tablets, liquid detergents and electric air fresheners, with high growth potential. Driven by growing concerns about the environment, the “green” segment offers good growth prospects over the forecast period. For their part, branded manufacturers are expected to continue to endorse new products by existing well-known brands in order to reduce their financial investments but also ensure rapid success in categories or segments with attractive growth potential.
Major points covered in Table of Contentsof this report include
EXECUTIVE SUMMARY
KEY TRENDS AND DEVELOPMENTS
MARKET INDICATORS
MARKET DATA
DEFINITIONS
Home Care in Portugal – Company Profiles
3M Portugal Lda in Home Care (Portugal)
F Lima SA in Home Care (Portugal)
Manulena Lda in Home Care (Portugal)
Explore Comprehensive list of more than 203 Tables & Figures available in the report Home Care in Portugal.
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