HOME CARE IN THE NETHERLANDS Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Home Care Records Healthy Growth Again in 2017 Convenience Driving Sales of High-value Products Eco Brands Push Through But Still Remain Insignificant in Home Care Reformulations and New Entrants Common Within New Product Developments Home Care Set To Grow Over the Forecast Period 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 Sources Summary 1 Research Sources Headlines Prospects Modest Sales As Consumers View Products As Unnecessary and Old Fashioned Candle Air Fresheners the Most Dynamic in Air Care Average Unit Prices Remain Stable in 2017 Competitive Landscape Procter & Gamble Leads Air Care, Closely Followed by SC Johnson Reckitt Benckiser Gains Share As It Improves Its Air Wick Brand Bolsius Share Increases As Company Introduces Varied Air Care 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 Changing Cleaning Habits Affect Sales of Bleach Environmentally-conscious Consumers Also Affect Sales of Bleach Average Unit Price of Bleach Increases Slightly in 2017 Competitive Landscape Unilever Nederland BV Dominates Bleach in the Netherlands Private Label Gains Value Share From Unilever Nederland 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 Dishwashing Continues To Benefit From Increasing Dishwasher Penetration Powder and Liquid/gel Automatic Dishwashing Tablets Dominant in the Netherlands Average Unit Prices Increase Slightly in 2017 Competitive Landscape Unilever Nederland BV Maintains Leading Position Despite Private Label Growth Bluesun Holding Co Closes Gap To Unilever Eco Brands Still Small in Dishwashing 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 Erratic Summer and Autumn Drives Sales in Home Insecticides Consumers Seek Convenience in Home Insecticides Average Unit Prices Increase in 2017 Competitive Landscape Henkel Nederland Leads Highly Concentrated Home Insecticides Hg International Gains Share Due To Focus on Specific Insect Problems Private Label Player As Watson Loses Share in Highly Competitive Category 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 Manufacturers Push for Value-added Products Benefits Value Sales Average Unit Prices Increase in 2017 Other Subcategories Within Laundry Care on the Verge of Obsolescence Competitive Landscape Unilever Nederland BV Defends Position Despite Tough Competitive Environment Mixed Performance Within Private Label in Laundry Care Eco Brands Push Through But Remain Niche 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 Change of Materials Has Negative Effect on Use of Polishes Average Prices Increase As There Is Limited Promotion Competitive Landscape SC Johnson Benelux BV Leads Polishes Niche Player Hg International BV Grows in Polishes As Other Brands Exit Private Label Loses Share To Brands in Polishes 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 Consumers Interested in Convenience and Easy-to-use Products Hard Floors Trend Continues To Benefit Floor Cleaners in 2017 Average Unit Prices Driven by Value-added Products Competitive Landscape Colgate-Palmolive Nederland BV Leads Ahead of Unilever and Reckitt Benckiser Private Label Gains Share in Surface Care Eco Brands Enter Surface Care 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 Hygiene and Convenience Most Important Factors in Toilet Care Mature Toilet Liquids Still Records Positive Growth Promotions Constrain Unit Price Growth in Toilet Care Competitive Landscape Bolton Nederland Bv's Wc-eend Remains Largest Brand in Toilet Care Henkel Nederland and Procter & Gamble Lose Share Eco Brands Present in Toilet Care But Share Remains Insignificant 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