Pulse Report Household Q2 2012

Welcome to the Pulse Q2 2012 edition for Household. We hope you find it useful.
Please do not hesitate to contact us if you have any questions or comments at EU.Marketing@symphonyiri.com
SymphonyIRI
Household
Pulse
www.SymphonyIRI.eu
Household SymphonyIRI Pulse Q2 2012
About the Report

This Household report is one of 10 super category reports designed to show high-level comparison and analysis for retail markets across major countries in Europe. This report contains data gathered from around Europe. This market was split into the following categories: Air Fresheners, Dishwash, Household Cleaners, Shoe Cleaners, Cleaning Supplies, Insecticides, Fabric Detergents, Fabric Enhancers and Paper Disposables. The report highlights key metrics such as total sales figures, market trends, category shares, winners and losers for Europe and for individual countries. The data has been sourced from Symphony IRI Group retail databases and Eurostat the statistical branch of administration for the European Commission. The countries included in the report are: France, Germany, Italy, Netherlands, Spain and the UK. The market channels used for each country in this report are as follows:
Country UK ES DE NL IT FR Channels used Hypermarkets, Supermarkets, Drugstores and Impulse Outlets Hypermarkets, Supermarkets, Hard Discounters, Drugstores and includes the Canary Islands Hypermarkets, Supermarkets, Hard Discounters and Drugstores Hypermarkets, Supermarkets, Hard Discounters and Drugstores Hypermarkets, Supermarkets, Small Self Service, Hard Discounters and Drugstores Hypermarkets and Supermarkets
For analytical purposes the data sourced from available retail databases has been consolidated to provide consistent results. However, for some countries it has not been possible to source data pertaining to certain categories. When this has occurred it has been documented in the Notes section found at the end of the report.
www.SymphonyIRI.eu
In the Radar
With a more price conscious consumer, offering more volume in promotions has become less effective than single unit price cuts especially when packs will last a long time. Simple discounts are favoured, so packs that can hit round prices can give an extra advantage vs competitors. Pack sizes are likely to change to make this more profitable.
Sam Cialis Senior Insight Manager, SymphonyIRI Group Contact: Sam.Cialis@SymphonyIRI.com Tel : +44 1344 747910
Economic figures influencing consumer behavior
Population in Millions
Unemployment (%)
Average 12 Months Inflation Rate
GDP in Millions ()
January 2011 France Germany Italy Netherlands Spain United Kingdom 65.0 81.7 60.6 16.6 46.1
January 2012 65.3 81.8 60.8 16.7 46.1
Dec. 2011 9.7 5.9 8.4 4.4 21.6
Average 2012 10.3 5.5 10.7 5.3 25.1
Dec. 2011 +2.3 +2.5 +2.9 +2.5 +3.1
Average 2012 +2.5 +2.4 +3.5 +2.8 +2.3
2011 (Estimate) 1,987,699 2,567,000 1,586,209 607,435 1,074,940
2012 (Estimate) 2,099,232 2,745,827 1,632,115 620,515 1,057,739
62.4
62.9
8.4
8.0
+4.4
+3.7
1,747,315
2,026,461
Source Eurostats, July 2012
www.SymphonyIRI.eu
Global Trends
Value sales and growth and decline in the last year
Value Sales in Millions ()
+2.1%
Total EU DE
28,703 6,605 5,892 5,592 4,914* 3,993 1,207
+1.1%
IT
+1.5%
FR UK ES NL
+4.5%
*based on an exchange rate of 1.150 to the pound
Positive Trend Static Trend
+1.0% +0.4%
Negative Trend
TOTAL EUROPE +1.9%
Value sales for the last six quarters

Millions 8,000
7,000 1,347 6,000 1,330 1,435 1,379 1,394 1,384
France Germany
5,000
1,667
1,595
1,673
1,631
1,676
1,625
4,000 1,468 305 2,000 979 1,489 299 1,006 1,521 304 1,034 1,430 291 972 1,473 309 982 1,469 302 1,004
Italy Netherlands Spain UK
3,000
1,000 1,226 0
03 Apr, 11 03 Jul, 11 02 Oct, 11 01 Jan, 12 02 Apr, 12 01 Jul, 12
1,188
1,232
1,204
1,252
1,226
Period Ending
Source: SymphonyIRI Retail Databases; Period Ending 01 Jul, 12
www.SymphonyIRI.eu
Europe
Category Value Sales and Share of Value in the Last Year

21.1%
10,000 9,000 8,000 7,000
14.9%
8,611
Millions Euros
6,000 5,000 4,000 3,000 2,000 1,000
5,944 4,215 2,847 2,696 1,7071,510 523

150
30.5%
10.1%
9.6% 0.5% 1.9% 5.4% 6.1%
Paper Disposables Dishwash Cleaning Supplies
Fabric Detergents Fabric Enhancers Insecticides
Household Cleaners Air Fresheners Shoe Cleaners
Top 5 Categories Evolution

Value Sales () and % Change vs. Yr Ago
Key Trends France and the UK are gaining share of Household at the expense of the larger but static German and Italian markets. Spain is the only country that has grown vs Q1 but Italy and Spain are the only countries in slight decline vs Q2 2011. Sales are up 1.9% with Dishwash growing at the fastest rate across the top 5 categories. These categories are in growth with the exception of Fabric Enhancers. Shoe Cleaners and Insecticides are also in decline. With manufacturers struggling with rising raw material costs, there are signs that pack sizes are being decreased particularly in Laundry.
8.610,78
Millions
5.944,29
4.214,58 2.847,42
2.696,05
1,8
Paper Disposables
2.9
Fabric Detergents
2.0
Household Cleaners
4.1
Dishwash
-0.1
Fabric Enhancers
Total Sales
% vs. YA
Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom Source: SymphonyIRI Retail Databases; Period Ending 01 Jul, 12
www.SymphonyIRI.eu
Europe
Top 5 Winners: Value Sales chg vs. Yr Ago ()

0 Fabric Detergents Paper Disposables 50 100 150 Millions 200
-35
Top 5 Losers: Value Sales chg vs. Yr Ago ()

Millions
-30 -25 -20 -15 -10 -5 0
168.7
149.3
Dishwash
111.9
-3.5
Fabric Enhancers
Household Cleaners
83.0
-6.5
Shoe Cleaners
Air Fresheners
26.7
-29.1
Insecticides
Category Insights Fabric Detergents has overtaken Paper Disposables to become the largest growth category in absolute terms. France, Germany and Italy are driving this with value growth through promotions and downsizing packs. Growth has increased rapidly vs last quarter. Paper Disposables continues to achieve high growth figures, driven by the increased costs of raw materials. This category is successful in every country with the exception of Germany where it is the biggest source of loss. Growth has slowed vs last quarter. Dishwash also has good levels of growth (more than last quarter) and is growing at the fastest rate amongst the large categories in Germany, Italy, the Netherlands and the UK. The Hand sector has been key to driving this growth. Insecticides has the largest loss at a total European level. This has been caused by the poor summer season and is witnessed across every country other than the UK and Italy.
Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom Source: SymphonyIRI Retail Databases; Period Ending 01 Jul, 12
www.SymphonyIRI.eu
France

22.6% 14.6%
1,600 1,400 1,200
1463 1261
Millions Euros
10.5% 26.2% 9.5% 0.6% 2.2% 5.9% 7.9%
1,000 800 600 400 200 0
816 589 533
444 332 121 32
Paper Disposables Dishwash Air Fresheners

Key Trends
Household Cleaners Cleaning Supplies Shoe Cleaners

1.462,65 1.261,23
French market growth rate is n1 in Europe (+4.5% vs +1.9%). Household products are far more dynamic than FMCG products, which grow by 3.7% on the last MAT
816,17
589,24
533,47
All of the Household categories have experienced value growth this MAT with the exception of Insecticides and Shoe Cleaners. Fabric Detergents grow at the fastest rate followed by Dishwash.
Millions
5,4
Paper Disposables
7,5
Fabric Detergents
3.6
Household Cleaners
5,8
Dishwash
1,8
Fabric Enhancers
Total Sales
% vs. YA
www.SymphonyIRI.eu
France

0
Fabric Detergents Paper Disposables

Millions
-16.0 -14.0 -12.0 -10.0 -8.0 -6.0 -4.0 -2.0 0.0
20
40
60
80
Millions 100
88.5
74.7 32.3
-0.8
Shoe Cleaners
Dishwash
Household Cleaners
28.2
-14.3
Air Fresheners
13.6
Insecticides
Category Insights Fabric Detergents drive the overall Household growth in France. The category still benefits from the positive impact of Liquid Concentration and from the continuing development of Capsules. Unilever has returned to growth and is driving the category thanks to more promotional investments. Paper Disposable growth mainly comes from Toilet Paper, through base sales. Private Labels are still strongly contributing to all the Paper Disposable segment growth. Dishwash growth comes from both the Hand and Automatic sectors. On HDW, PLs and Henkel are ahead in terms of value sales change vs YAG. On ADW, strong contribution from Unilever (innovation, promotion and good base sale trend). Base sales are in growth thanks to more items per store. Household Cleaners continue to grow thanks to Multipurpose Cleaning. In this sector, Reckitt Benckiser low price strategy enables it to record the highest growth rate. Fabric Enhancers growth is driven by Water Softeners (base sales), Fabric Softeners (through Lenor and bulk sizing strategy) and stain removers (innovation and advertising).
www.SymphonyIRI.eu
Germany

20.7%
2,500
2,244
15.0%
2,000
Millions Euros
1,500
1,368 990 703 588 382 230
34.0% 10.6%
1,000
500
0.3% 1.2% 3.5%
8.9% 5.8%
77
23

2.243,79
Key Trends 3 of Top 5 Household categories have experienced value growth in this time period. Category demonstrated an outstanding growth in dm Drugstores and Hypermarkets (mainly 800-4999 sqm).
1.368,31
Millions
990,45 702,79 587,71
-1.0
Paper Disposables
4.4
Fabric Detergents
2.9
Household Cleaners
4.8
Dishwash
-1.1
Fabric Enhancers
While Soft Discounters are recording growth, Hard Discounters declined in all except Dishwashing; both saw an increase in price/volume however only Soft Discounters have won volume sales.
vs. YA
% vs. YA
www.SymphonyIRI.eu
Germany

0
Fabric Detergents
10
20
30
40
50
Millions 60 70

Millions
-25.0 -20.0 -15.0 -10.0 -5.0 0.0
57.8
Dishwash
32.0
-6.7
-1.9
Shoe Cleaners
Household Cleaners
28.4
-10.6
Fabric Enhancers
Air Fresheners
17.7
-23.3
Insecticides
Cleaning Supplies
3.0
Paper Disposables
Category Insights Fabric Detergent leads the category with value growth of All Purpose Washing Detergent in all the channels except Hard Discounters and C&C. In All Purpose Washing Detergent the trend towards smaller types of packaging increases. Dishwash is growing mainly because of the remarkable growth of Hand Dishwashing (with almost double the growth of Machine Dishwashing). Hand Dishwashing gain importance (the development of the last years was more moderate) due to increase of base price. With about 30% share Hand Dishwashing shows excellent growth in Aldi and Hypermarkets. Household Cleaners growth is driven by Toilet Bowl Cleaners growth in Drugstores Hypermarkets and Lidl, Norma (Aldi posted decline). All these channels have price/volume growth along with volume growth. Hypermarket and Drugstores growth were also helped by promotions. Air Fresheners is a very dynamic category in terms of fragrance concepts. Especially the decorative segment is growing. Launches as well as Private Labels are crucial for the risen average price. There is also a higher promotion activity in the market. Fabric Enhancers show stable development. While volume decreases, prices of the market leader increase. Most of the brand suffer from losses.
10
www.SymphonyIRI.eu
Italy

19.0% 16.9%
1800 1600 1400
1,651
Millions Euros
1200 1000 800 600 400 200
1,118 998 601 567
10.2% 28.0% 9.6%
489 230 194 45
0.8% 3.3% 3.9%
8.3%
Paper Disposables Fabric Enhancers Air Fresheners
Fabric Detergents Dishwash Insecticides

Key Trends
Household Cleaners Cleaning Supplies Shoe Cleaners

1.651,24
1.118,04
Millions
997,97
Italian Macro Economical scenario is in recession: steadily decreasing consumption, increasing unemployment especially among young people, and GDP forecast for 2012 is more negative than previous forecasting. Inflation is settled since November 2011 and consequently there is a slowing down in expense growth. Promotional volume sales are still increasing, especially for branded products.
3.2
600,60
566,54
0.3
Paper Disposables
1.3
Fabric Detergents
-0.1
Household Cleaners
0.1
Fabric Enhancers
Dishwash
Total Sales
% vs. YA
Due to this general downturn, Private Labels are gaining market share in every segment of FMCG, especially in low price products.
11
www.SymphonyIRI.eu
Italy

0 5 10 15 Millions 20
-12.0

Millions -10.0 -8.0 -6.0 -4.0 -2.0 0.0
Dishwash
17.5
Household Cleaners
Fabric Detergents Paper Disposables
14.3
-1.0
4.2
-2.6
Shoe Cleaners
Insecticides
2.7
-3.2
Cleaning Supplies
Fabric Enhancers
0.4
-10.8
Air Fresheners
Category Insights
Comparing to Food and Beverage, Households markets are still negative in volume, but some recovery signals are coming up in value. Moreover, some important markets such as Fabric Detergents and Enhancers are structurally changing the offer. This causes a particular dynamic in assortment. Analyzing trade channels, drugstores and discounters are the only ones growing. Among the top 5 household categories every markets is increasing due to inflation. Paper Disposable are increasing in value due to higher prices. This market is a Private label domain. Fabric Detergents market is increasing in value sales thanks also to a higher innovation rate, that came over 1 years ago that completely changed the market structure. Continuous downsizing pushed prices higher. In this market only hand washing is strongly decreasing. Also Fabric Enhancers are now stable after some months of a strong decrease: softeners, textile colorants and machine descalers still have a positive trend. In the softeners market we audited the same dynamic of downsizing as Fabric Detergents. In Dishwashing categories, both auto dish washing and hand dish washing are growing. Both categories are strongly promoted in store and especially hand dish washing is a private label domain. Among other households categories, only Insecticides are increasing, thanks to a favorable season that helped market trend. Private Labels had strong growth in every price range and every category. As a new phenomenon there is an interesting increase in premium price private label. About promotions PL are using this leverage more and more using similar leverage and discounts level as branded products, which are now increasing again.
12
www.SymphonyIRI.eu
Netherlands

21.9%
450 400
428
Millions Euros
15.3% 35.4%
350 300 250 200 150 100 50
264 184 136 97 57 33 6 1.79
11.3%
0.1%
0.5% 4.8% 2.7%
8.0%

Key Trends

427,75
Paper Disposables grew due to increased prices and promotion at drugstores and a slight increase in price at supermarkets. The same applies for Dishwashing, price increase brings more than 6% growth, while volume remains relatively static.
263,87
Millions
184,23 135,80 96,81
2,1
Paper Disposables
2.5
Fabric Detergents
6.3 -0.5
Household Cleaners Dishwash
-6.3
Fabric Enhancers
In almost all categories we see that there is an effort to raise prices, but this is stabilising and in some cases prices are going down due to economic crisis and increased competition among retailers. Fabric Enhancers continues with the same downward trend, consumers opting more for general product and leaving expensive luxuries.
Total Sales
% vs. YA
13
www.SymphonyIRI.eu
Netherlands

0
Paper Disposables
Millions 8 10

Millions
-7.0 -6.0 -5.0 -4.0 -3.0 -2.0 -1.0 0.0
9.0
-0.4
Air Fresheners
Dishwash
8.1
-0.6
Insecticides
Fabric Detergents
6.5
-1.6
-0.9
Household Cleaners
Shoe Cleaners
0.0
-6.5
Cleaning Supplies
Fabric Enhancers
Category Insights Paper disposables went up by 9 million, mainly driven by price increase, both in supermarket and drugstores, promotional pressure at drugstore caused increase in price as well as volume (more than 15% growth YoY) Whilst drugstores increase the pressure of promotion for disposables, with dishwashing it is supermarkets who increased promotion resulting in Euros sales growth of almost 9%, while at the same time volume grew by 5%. Promotional volume counts for as much as 50% for machine wash - at supermarkets as well as drugstores. Fabric Detergents increase vs Fabric Enhancers is due to consumers opting more and more for general detergents, and less on pre and fine wash products. Both in supermarket and drugstores prices were increased, volume decreased at supermarkets and increased at drugstores. At drugstores this is heavily driven through promotions, almost 75% of volume stemming from promos. Private Label continues to grow across the board, both in general as in household. Especially in toilet paper PL was almost solely responsible for the 9 mlln growth. This was caused mostly by price increase within supermarkets, 6 mlln, and 2 mlln in drugstores.
14
www.SymphonyIRI.eu
Spain

20.7% 15.2%
1400 1200 1000
1,173 826 608 377 351 270 264 107 17
Millions Euros
9.5% 29.4% 8.8%
800 600 400 200
0.4% 2.7%
6.8% 6.6%
Paper Disposables Fabric Enhancers Cleaning Supplies
Fabric Detergents Dishwash Insecticides

Key Trends
Spanish Market register a growing tendency (+3.1%). That growth comes from a demand increase, meanwhile prices are maintained. By channels, beyond the dynamic Big Supermarket, the Medium Supermarkets register a positive trend in the last months. All this in detriment on Hypermarket that has lost in front of Supermarket in the last years. Household market has a lower increase (+1.0%) and this comes equally from price and demand. By channels, the structure is very similar to FMCG market with a very strong Supermarket due to the growth in Big and Medium Supermarkets. Hypermarkets and Drugstores are in decline. Private Label represents more than 50% of the Household market in value. And it continues with growth It is still the source of growth in this sector, and manufacturers' brands don't even get positive trends.
1,172.89
825.73
Millions
608.08
377.34
350.52
4.3
Paper Disposables
-0.3
Fabric Detergents
1.1
Household Cleaners
-0.5
Fabric Enhancers
0.5
Dishwash
Total Sales
% vs. YA
15
www.SymphonyIRI.eu
Spain

0
Paper Disposables Household Cleaners Cleaning Supplies
10
20
30
40
Millions 50 60

Millions
-8.0 -7.0 -6.0 -5.0 -4.0 -3.0 -2.0 -1.0 0.0
48.9
-1.8
-1.1
Shoe Cleaners
6.0
-2.9
Fabric Enhancers
2.1
-6.0
Fabric Detergents
Dishwash
1.6
Air Fresheners
-6.8
Insecticides
Category Insights All segments are growing in Paper Disposable. Except toilet paper, all has a flat volume trend (price increase explain the growth in these segments). In the toilet paper category, the growth of big packs is driving up the category. There is a change in habits consumer of Fabric Detergents category. Due to the innovation in the lasts few years, Liquid detergents has won market share and is still growing. The concentrated products, their smaller size and their lower medium price has made this possible, in detriment to the powder format. The detergents category is growing for the capsules format. In Cleaning Supplies, gloves' growth is explained by bigger packs in the category (50 gloves package), that enables value and volume growth above 5% in this single category. Beside this, added value mops (more expensive than traditional mops) are growing in the latest periods, so they are driving the value growth too. Air Fresheners are decreasing due to lost sales in all the segments, except Automatic Air Fresheners. Even Private Label is decreasing and only the new launches in Automatic Air Fresheners contribute to growth. Insecticides is a very seasonal category and its decrease comes for a climatologically reasons. PL is increasing above 10% in volume and value growth.
16
www.SymphonyIRI.eu
United Kingdom

22.5%
1800 1600
1,652
12.6%
Millions Euros
1400 1200 1000 800 600 400
1,107
33.6% 10.2%
618
503 500
437 49 30 18
0.4%
10.2% 0.6% 1.0% 8.9%
200 0
Fabric Detergents Fabric Enhancers Shoe Cleaners
Household Cleaners Air Fresheners Insecticides

1.652,45
Key Trends The UK is just ahead of the European market growth rate (+2.1% vs +2.0%) with sales growth rate second only to France. Value sales are down vs last quarter but have grown vs last year. All of the Household categories have experienced value growth this MAT with the exception of Shoe Cleaners. Dishwash continues to grow at the fastest rate followed by Household Cleaners. There is a shift in promotions in Household categories in the UK away from Multi Buys in favour of Round single unit price cuts as consumers have a preference for cheaper products over more volume.
1.107,11
Millions
617,68 502,54 500,12
2,2
Paper Disposables
0.4
Fabric Detergents
3.7
Household Cleaners
4.2
Dishwash
0.3
Fabric Enhancers
Total Sales
% vs. YA
Data for the United Kingdom does not include Northern Ireland Source: SymphonyIRI Retail Databases; Period Ending 01 Jul, 12
17
www.SymphonyIRI.eu
United Kingdom

0
Paper Disposables Household Cleaners
10
20
30
Millions 40

Millions -0.1 -0.1 -0.1 -0.1 -0.1 0.0 0.0 0.0
35.8
22.3
Dishwash
20.4
Air Fresheners
12.5
-0.1
Shoe Cleaners
Cleaning Supplies
4.6
Category Insights Paper Disposables continues to drive the overall Household growth in the UK leading in absolute terms as it accounts for a third of the market. The main contributors to this performance are Kimberly Clark leading in growth in most of the sectors. Base sales are in decline but growth is driven by price increases and the amount of promotions (not their effectiveness). Household Cleaners continue to grow across the sectors. Reckitt Benckiser are driving this in Cleaning whilst Unilever drive growth in Toilet and Bleach (through innovation). Dishwash growth is driven by the Hand sector and led by Own Label, Lever Faberge and P&G. Base sales are in growth thanks to more items per store but promotional effectiveness has decreased. Air Fresheners growth is driven by the continuous non electric sector. Reckitt Benckiser are leading in the latest MAT and latest 12wk, followed by Own Label. There are more promotions at a lower discount which is aiding the value performance. Fabric Detergents have returned to growth. Main Wash has strong growth in the latest 12 weeks which has boosted the MAT performance. Unilever has driven growth across Liquid Conc, Capsules and Powder but P&G is likely to gain next quarter with their sponsorship and likely increased support during the Olympics.
Data for the United Kingdom does not include Northern Ireland Source: SymphonyIRI Retail Databases; Period Ending 01 Jul, 12
18
www.SymphonyIRI.eu
Final Notes
Notes on Category Definitions for Countries Due to the diverse products found in individual countries across this market it was necessary to consolidate the available data into the categories in this report. In some cases it wasnt always possible to align products across all 6 countries hence the need to highlight any anomalies in the report. Those exceptions are listed below: Shoe Cleaners The Germany and France data in this report includes leather cleaning products Tools The UK data in this report only contains Rubber Gloves for this category The Germany data in this report does not include Mops, Brushes or Rubber Gloves Fabric Enhancers The UK data in this report does not include stain remover or fabric bleach products The Italy data in this report does not include Tumble Dry Enhancers The Spain data in this report does not include Anti Lime scale for Laundry, Tumble Dry Enhancer or Fabric Storage products Paper Disposables The France data in this report does not include Wet Wipes The UK data in this report does not include Paper Napkins
19
www.SymphonyIRI.eu
Resources
To gain insight into opportunities across specific categories, segments, channels or retailers, contact your SymphonyIRI client service representative regarding custom analyses leveraging the following resources: InfoScan Census is a syndicated retail tracking service that enables manufacturers and retailers to acquire industry insights used to make better business decisions. InfoScan Census utilizes the data that SymphonyIRI Group collects from grocery, drug, and mass merchandise retailers to provide the most comprehensive and accurate syndicated data offering in the Fast Moving Consumer Goods (FMCG) sector. With access to accurate, granular detail by category, geography, measure, and time period, clients have the tools needed to develop marketing and sales strategies based on product performance, distribution, and promotion responsiveness. All data about frozen foods are coming from InfoScan Census. SymphonyIRI Consulting provide strategic insights and advice leveraging a variety of data sources, predictive analytics, enabling technologies, and business analyses to help CPG manufacturers and retailers address significant sales and marketing issues effectively
About SymphonyIRI Group SymphonyIRI group, formerly named Information Resources, Inc. (IRI), is the global leader in innovative solutions and services for driving revenue and profit growth in CPG, retail and healthcare companies. SymphonyIRI offers two families of solutions: core IRI solutions for market measurement and symphony advantage solutions for enabling new growth opportunities in marketing, sales, shopper marketing and category management. SymphonyIRI solutions uniquely combine content, analytics and technology to deliver maximum impact. SymphonyIRI helps companies create, plan and execute forward-looking, shopper-centric strategies across every level of the organization. For more information, visit www.SymphonyIRI.eu
Contact: SymphonyIRI Group, EU.Marketing@SymphonyIRI.com, Tel: +33 1 30 26 81 00
20
www.SymphonyIRI.eu

Pulse Report Household Q2 2012

Caricato da

Informazioni sul documento

Copyright

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Pulse Report Household Q2 2012

Caricato da

Copyright:

Welcome to the Pulse Q2 2012 edition for Household. We hope you find it useful.

Household SymphonyIRI Pulse Q2 2012

About the Report

Household SymphonyIRI Pulse Q2 2012

Economic figures influencing consumer behavior

Average 12 Months Inflation Rate

January 2012 65.3 81.8 60.8 16.7 46.1

Dec. 2011 9.7 5.9 8.4 4.4 21.6

Average 2012 10.3 5.5 10.7 5.3 25.1

Dec. 2011 +2.3 +2.5 +2.9 +2.5 +3.1

Average 2012 +2.5 +2.4 +3.5 +2.8 +2.3

2011 (Estimate) 1,987,699 2,567,000 1,586,209 607,435 1,074,940

2012 (Estimate) 2,099,232 2,745,827 1,632,115 620,515 1,057,739

Source Eurostats, July 2012

Household SymphonyIRI Pulse Q2 2012

28,703 6,605 5,892 5,592 4,914* 3,993 1,207

*based on an exchange rate of 1.150 to the pound

Positive Trend Static Trend

TOTAL EUROPE +1.9%

Value sales for the last six quarters

7,000 1,347 6,000 1,330 1,435 1,379 1,394 1,384

Italy Netherlands Spain UK

Source: SymphonyIRI Retail Databases; Period Ending 01 Jul, 12

Household SymphonyIRI Pulse Q2 2012

Category Value Sales and Share of Value in the Last Year

6,000 5,000 4,000 3,000 2,000 1,000

5,944 4,215 2,847 2,696 1,7071,510 523

9.6% 0.5% 1.9% 5.4% 6.1%

Paper Disposables Dishwash Cleaning Supplies

Fabric Detergents Fabric Enhancers Insecticides

Household Cleaners Air Fresheners Shoe Cleaners

Top 5 Categories Evolution

Household SymphonyIRI Pulse Q2 2012

Top 5 Winners: Value Sales chg vs. Yr Ago ()

Top 5 Losers: Value Sales chg vs. Yr Ago ()

Household SymphonyIRI Pulse Q2 2012

Category Value Sales and Share of Value in the Last Year

10.5% 26.2% 9.5% 0.6% 2.2% 5.9% 7.9%

1,000 800 600 400 200 0

816 589 533

444 332 121 32

Paper Disposables Dishwash Air Fresheners

Fabric Detergents Fabric Enhancers Insecticides

Household Cleaners Cleaning Supplies Shoe Cleaners

Top 5 Categories Evolution

Source: SymphonyIRI Retail Databases; Period Ending 01 Jul, 12

Household SymphonyIRI Pulse Q2 2012

Top 5 Winners: Value Sales chg vs. Yr Ago ()

Top 5 Losers: Value Sales chg vs. Yr Ago ()

Source: SymphonyIRI Retail Databases; Period Ending 01 Jul, 12

Household SymphonyIRI Pulse Q2 2012

Category Value Sales and Share of Value in the Last Year

1,368 990 703 588 382 230

0.3% 1.2% 3.5%

Paper Disposables Dishwash Cleaning Supplies

Fabric Detergents Fabric Enhancers Insecticides

Household Cleaners Air Fresheners Shoe Cleaners

Top 5 Categories Evolution

990,45 702,79 587,71

Source: SymphonyIRI Retail Databases; Period Ending 01 Jul, 12

Household SymphonyIRI Pulse Q2 2012

Top 5 Winners: Value Sales chg vs. Yr Ago ()

Top 5 Losers: Value Sales chg vs. Yr Ago ()

Source: SymphonyIRI Retail Databases; Period Ending 01 Jul, 12

Household SymphonyIRI Pulse Q2 2012

Category Value Sales and Share of Value in the Last Year

1200 1000 800 600 400 200