2014-01-23 00:39:02 - Laundry Care in the Netherlands - a new market research report on companiesandmarkets.com
Unilever Nederland BV, the strongest company active in Dutch laundry care, worked hard in 2012 to consolidate its leading position. Its major brands Robijn, Neutral and Omo combined made up 23% of the retail value sales of laundry care in 2012. Robijn is by far the strongest brand and accounted for a 21% retail value share in concentrated liquid detergents, which recorded the most actual value sales growth in laundry care in 2012. In 2012, Unilever Nederland BV pursued new product developments, introducing, alongside other strong brands, Robijn Capsules liquid tablet detergents.
Laundry care performed well in the review period, recording a CAGR of 4%, with positive growth of 2% in 2012, both in current value terms. This performance was supported
mainly by price promotions, which meant greater volume sales. The most frequent price discounts were product associations and larger volumes for lower prices (buy-two-get-one-free). This strategy proved efficient since nearly 40% of all laundry detergents were sold under discount in 2012 alone.
In the forecast period, laundry care is expected to continue being impacted by a retail price war campaign from retailers to attract customers. Retailers are aware that laundry care products represent an attractive sales point for them, and an effective strategy to attract customers is to offer the best prices. Frequent promotions are therefore likely. As a consequence, value sales in laundry care will be under pressure.
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