Canadian Home Care Market to See Modest Growth to 2017

Dallas, TX -- (SBWIRE) -- 02/21/2013 -- Canadians generally support the use of environmentally-responsible products yet baulk at the premium prices that are often associated with green products. More competitively-priced brands such as Seventh Generation and Nature Clean perform better than premium-priced products such as Method. In addition to the price dichotomy between consumer desire and market demand, green products do not yet have a uniform understanding that allows for a universal definition. “Green” does not mean the same thing to all consumers. Some standardisation is being attempted via EcoLogo branding and transparency in terms of manufacturer disclosure of ingredients, but the market remains somewhat adrift in terms of just what the definition is and what consumers are willing to pay for.

Product development key to growth in a highly developed market

In such a highly developed home care market in Canada still led by large multinational manufacturers, with Procter & Gamble, Reckitt Benckiser and SC Johnson & Son accounting for over half of overall sales, innovation remains crucial in maintaining consumer interest and driving sales. Product development has continued to lead to re-engineered formulations with a greater concentration of active ingredients. This has further allowed for a reduction in package sizes, thus impacting usage, transport, retail stocking and unit pricing. For example, new products to market such as Tide Pods in laundry care and Finish Quantum dishwashing tablets offer greater convenience and ease of use for consumers with their single use product design, while smaller packaging sizes allow manufacturers to improve unit costs for shipping and retailers can more efficiently use store shelf space.

Smaller brands seek distribution through specialist and online retailers

With the market being led by large manufacturers, smaller players continue to search for ways to gain awareness and boost sales. Increased use of online tactics has grown as a means for smaller companies to bring products to market. While overall retail distribution continues to be mainly dominated by the leading grocery retailers, speciality stores such as organic grocers, health food shops and sports goods retailers have become an important channel for smaller players which typically compete in well-defined niches, such as sports laundry detergents or green and hypoallergenic products.

Modest growth ahead

Home care in Canada is expected to see modest growth in constant value terms over 2012-2017. In this highly mature market with a high level of household penetration and the growing presence of smaller and single-person households, growth is expected to be driven mostly by value-added products, with an ongoing shift towards concentrated products and new convenient formats in terms of packaging and product application. However, in the conditions of a slower-than-expected recovery and high levels of household debt, many Canadians will also likely remain price-sensitive, a trend unfavourable to many niche and higher-priced products, such as green cleaners.

Order / Buy a copy of this report @ http://www.reportsnreports.com/Purchase.aspx?name=184871.

Table of Contents for this report cover:

Executive Summary
Slow Economic Recovery Supports Demand for Value and Slows Growth
Green Products Receive Support in Principle But Struggle at the Tills
Product Development Key To Growth in A Highly Developed Market
Smaller Brands Seek Distribution Through Specialist and Online Retailers
Modest Growth Ahead

Key Trends and Developments
Slow Economic Recovery Supports the Growth of Value Brands
Green Products Receive Support in Principle But Struggle at the Tills
Busy Families Underpin A Shift in Lifestyle and Cleaning Regimes
Packaging Becomes Smaller As Product Concentration Increases
Large Global Manufacturers Continue To Lead the Home Care Market
Table 1 Households 2007-2012

Market Data
Table 2 Sales of Home Care by Category: Value 2007-2012
Table 3 Sales of Home Care by Category: % Value Growth 2007-2012
Table 4 Home Care Company Shares 2008-2012
Table 5 Home Care Brand Shares 2009-2012
Table 6 Penetration of Private Label by Category 2007-2012
Table 7 Sales of Home Care by Distribution Format: % Analysis 2007-2012
Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2012
Table 9 Forecast Sales of Home Care by Category: Value 2012-2017
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2012-2017

Sources
Summary 1 Research Sources

Frank T Ross & Sons Ltd in Home Care (Canada)
Strategic Direction
Key Facts
Summary 2 Frank T Ross & Sons Ltd: Key Facts
Company Background
Production
Competitive Positioning

Groupe Lavo Inc in Home Care (Canada)
Strategic Direction
Key Facts
Summary 3 Groupe Lavo Inc: Key Facts
Company Background
Production
Competitive Positioning
Table 11 Groupe Lavo Inc: Competitive Position 2012

Planet Inc in Home Care (Canada)
Strategic Direction
Key Facts
Summary 4 Planet Inc: Key Facts
Company Background
Production
Competitive Positioning

VIP Soap Products Ltd in Home Care (Canada)
Strategic Direction
Key Facts
Summary 5 VIP Soap Products Ltd: Key Facts
Company Background
Production
Competitive Positioning

Winning Brands Corp in Home Care (Canada)
Strategic Direction
Key Facts
Summary 6 Winning Brands Corp: Key Facts
Company Background
Production
Competitive Positioning

Headlines

Trends

Competitive Landscape

Prospects
Scented Candles
Table 12 Total Candles Market Size 2008-2014
Table 13 Total Candles Brand Rankings 2010-2012

Category Data
Table 14 Sales of Air Care by Category: Value 2007-2012
Table 15 Sales of Air Care by Category: % Value Growth 2007-2012
Table 16 Battery Operated vs Plug-in Electric Air Fresheners: % Value Breakdown 2008-2012
Table 17 Air Care Fragrances Rankings by Value 2007-2012
Table 18 Air Care Company Shares 2008-2012
Table 19 Air Care Brand Shares 2009-2012
Table 20 Forecast Sales of Air Care by Category: Value 2012-2017
Table 21 Forecast Sales of Air Care by Category: % Value Growth 2012-2017

Headlines

Trends

Competitive Landscape

Prospects

Category Data
Table 22 Sales of Bleach: Value 2007-2012
Table 23 Sales of Bleach: % Value Growth 2007-2012
Table 24 Bleach Company Shares 2008-2012
Table 25 Bleach Brand Shares 2009-2012
Table 26 Forecast Sales of Bleach: Value 2012-2017
Table 27 Forecast Sales of Bleach: % Value Growth 2012-2017

Headlines

Trends

Competitive Landscape

Prospects

Category Indicators
Table 28 Household Possession of Dishwashers 2007-2012
Category Data
Table 29 Sales of Dishwashing by Category: Value 2007-2012
Table 30 Sales of Dishwashing by Category: % Value Growth 2007-2012
Table 31 Dishwashing Company Shares 2008-2012
Table 32 Dishwashing Brand Shares 2009-2012
Table 33 Forecast Sales of Dishwashing by Category: Value 2012-2017
Table 34 Forecast Sales of Dishwashing by Category: % Value Growth 2012-2017

Headlines

Trends

Competitive Landscape

Prospects

Category Data
Table 35 Sales of Home Insecticides by Category: Value 2007-2012
Table 36 Sales of Home Insecticides by Category: % Value Growth 2007-2012
Table 37 Spray/Aerosol Insecticides by Type: % Value Breakdown 2007-2012
Table 38 Home Insecticides Company Shares 2008-2012
Table 39 Home Insecticides Brand Shares 2009-2012
Table 40 Forecast Sales of Home Insecticides by Category: Value 2012-2017
Table 41 Forecast Sales of Home Insecticides by Category: % Value Growth 2012-2017

Headlines

Trends

Competitive Landscape

Prospects

Category Indicators
Table 42 Household Possession of Washing Machines 2007-2012

Category Data
Table 43 Sales of Laundry Care by Category: Value 2007-2012
Table 44 Sales of Laundry Care by Category: % Value Growth 2007-2012
Table 45 Sales of Laundry Aids by Category: Value 2007-2012
Table 46 Sales of Laundry Aids by Category: % Value Growth 2007-2012
Table 47 Sales of Laundry Detergents by Category: Value 2007-2012
Table 48 Sales of Laundry Detergents by Category: % Value Growth 2007-2012
Table 49 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2007-2012
Table 50 Laundry Care Company Shares 2008-2012
Table 51 Laundry Care Brand Shares 2009-2012
Table 52 Laundry Aids Company Shares 2008-2012
Table 53 Laundry Aids Brand Shares 2009-2012
Table 54 Laundry Detergents Company Shares 2008-2012
Table 55 Laundry Detergents Brand Shares 2009-2012
Table 56 Forecast Sales of Laundry Care by Category: Value 2012-2017
Table 57 Forecast Sales of Laundry Care by Category: % Value Growth 2012-2017

Headlines

Trends

Competitive Landscape

Prospects

Category Data
Table 58 Sales of Polishes by Category: Value 2007-2012
Table 59 Sales of Polishes by Category: % Value Growth 2007-2012
Table 60 Polishes Company Shares 2008-2012
Table 61 Polishes Brand Shares 2009-2012
Table 62 Forecast Sales of Polishes by Category: Value 2012-2017
Table 63 Forecast Sales of Polishes by Category: % Value Growth 2012-2017

Headlines

Trends

Competitive Landscape

Prospects

Category Data
Table 64 Sales of Surface Care by Category: Value 2007-2012
Table 65 Sales of Surface Care by Category: % Value Growth 2007-2012
Table 66 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2007-2012
Table 67 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2007-2012
Table 68 Surface Care Company Shares 2008-2012
Table 69 Surface Care Brand Shares 2009-2012
Table 70 Household Care Wipes and Floor Cleaning Systems Company Shares 2008-2012
Table 71 Household Care Wipes and Floor Cleaning Systems Brand Shares 2009-2012
Table 72 Forecast Sales of Surface Care by Category: Value 2012-2017
Table 73 Forecast Sales of Surface Care by Category: % Value Growth 2012-2017

Headlines

Trends

Competitive Landscape

Prospects

Category Data
Table 74 Sales of Toilet Care by Category: Value 2007-2012
Table 75 Sales of Toilet Care by Category: % Value Growth 2007-2012
Table 76 Toilet Care Company Shares 2008-2012
Table 77 Toilet Care Brand Shares 2009-2012
Table 78 Forecast Sales of Toilet Care by Category: Value 2012-2017

Contact sales@reportsandreports.com for further information. Explore more reports on the consumer goods industry @ http://www.reportsnreports.com/market-research/consumer-goods/.