HOME CARE IN SINGAPORE Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Opportunities Within Highly Mature Singapore Market Consumers Continue To Seek Greater Convenience and Specific Features Organic Brands Are Moving Beyond Being Niche Products Increased Concentration Levels and Specific Features in New Products Expected Value Growth Driven by Premiumisation and Growth of Organic Brands Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 NBO Company Shares of Home Care: % Value 2013-2017 Table 5 LBN Brand Shares of Home Care: % Value 2014-2017 Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017 Table 7 Distribution of Home Care by Format: % Value 2012-2017 Table 8 Distribution of Home Care by Format and Category: % Value 2017 Table 9 Forecast Sales of Home Care by Category: Value 2017-2022 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Definitions Sources Summary 1 Research Sources Headlines Prospects Increasingly Sceptical Consumers Alternative Options Gaining Favour Gel Air Fresheners Remain Popular Competitive Landscape International Companies Continue To Dominate Intense Competition for Other Brands Category Data Table 11 Sales of Air Care by Category: Value 2012-2017 Table 12 Sales of Air Care by Category: % Value Growth 2012-2017 Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017 Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017 Table 15 NBO Company Shares of Air Care: % Value 2013-2017 Table 16 LBN Brand Shares of Air Care: % Value 2014-2017 Table 17 Forecast Sales of Air Care by Category: Value 2017-2022 Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Wide Application and Prices of Bleach Maintain Its Large Size Stagnant Growth Expected Due To Maturity and Availability of Substitutes Unit Price of Bleach Expected To Fall Due To Increasing Share of Private Label Competitive Landscape Private Label Regarded As Offering Value-for-money Due To Lack of Differentiation Price Sensitivity Steers Consumers Away From International Brands Category Data Table 19 Sales of Bleach: Value 2012-2017 Table 20 Sales of Bleach: % Value Growth 2012-2017 Table 21 NBO Company Shares of Bleach: % Value 2013-2017 Table 22 LBN Brand Shares of Bleach: % Value 2014-2017 Table 23 Forecast Sales of Bleach: Value 2017-2022 Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Premiumisation Apparent in Hand Dishwashing Sluggish Demand for Dishwashers Hinders Growth of Automatic Dishwashing Consumers Pay More for Convenience and Efficiency Competitive Landscape Lion Corp (s) Pte Ltd Leads With Its Strength in Hand Dishwashing International Brands Dominate With Premiumisation Trend Organic Brands Gain Traction From Growing Internet Retailing Category Indicators Table 25 Household Possession of Dishwashers 2012-2017 Category Data Table 26 Sales of Dishwashing by Category: Value 2012-2017 Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017 Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017 Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Sales Volume Dependent on Virus Outbreaks Consumers Wary of Detrimental Health Effects Spray/aerosol Insecticides Remains Popular Format for Singaporeans Competitive Landscape Three International Companies Continue To Dominate Niche Brands Suffer From Lack of Awareness Regarding Effectiveness Natural Products Must Persuade Mass Consumers To Switch Category Data Table 32 Sales of Home Insecticides by Category: Value 2012-2017 Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017 Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017 Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017 Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Convenience and Suspicion of Damage To Clothes Deter Demand Consumers Seek Higher Quality and Specific Benefits Laundry Care Growth Determined by Washing Habits of Singaporeans Competitive Landscape Procter & Gamble Leads Category With Strength in Liquid Detergents Intense Competition Leaves Little Room for Domestic Players Laundry Care As Point of Entry for Organic Brands Category Indicators Table 39 Household Possession of Washing Machines 2012-2017 Category Data Table 40 Sales of Laundry Care by Category: Value 2012-2017 Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 42 Sales of Laundry Aids by Category: Value 2012-2017 Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 44 Sales of Laundry Detergents by Category: Value 2012-2017 Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017 Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017 Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017 Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017 Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017 Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017 Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Design More Important Than Quality As Consumers Look for Inexpensive Yet Appealing Furniture Compulsory National Service Sustains Growth of Mature Shoe Polish Availability of Substitutes and Lack of Innovation Result in Gloomy Outlook Competitive Landscape SC Johnson & Son Dominates With Its Flagship Kiwi and Pledge Brands Niche Areas the Focus for New Entrants Category Data Table 54 Sales of Polishes by Category: Value 2012-2017 Table 55 Sales of Polishes by Category: % Value Growth 2012-2017 Table 56 NBO Company Shares of Polishes: % Value 2013-2017 Table 57 LBN Brand Shares of Polishes: % Value 2014-2017 Table 58 Forecast Sales of Polishes by Category: Value 2017-2022 Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Specialised Products for Different Household Areas Types of Closure and Product Provide Convenience and Quality Mixed Results for Surface Care Competitive Landscape SC Johnson & Son Leads, Closely Followed by Kao Intense Competition As International Brands Target Leading Position Organic Brands Grow From Niche Markets Category Data Table 60 Sales of Surface Care by Category: Value 2012-2017 Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017 Table 64 NBO Company Shares of Surface Care: % Value 2013-2017 Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017 Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017 Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017 Table 68 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Growth of Toilet Care Driven by Hygiene-conscious Consumers In-cistern Devices, Rim Blocks and Liquids Seen As Optional Rather Than Necessities Toilet Care Unit Prices Increase With Specific Benefits Competitive Landscape Reckitt Benckiser Leads Category With Its Strength in Toilet Liquids Intense Competition From Top Brands Leaves Private Label Trailing International Brands Exit Rim Blocks and Rim Liquids Category Data Table 70 Sales of Toilet Care by Category: Value 2012-2017 Table 71 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 72 NBO Company Shares of Toilet Care: % Value 2013-2017 Table 73 LBN Brand Shares of Toilet Care: % Value 2014-2017 Table 74 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022