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Summary and extracts
1 Market overview
1.1 Definition and presentation
Cleaning products include all household products intended for cleaning the different rooms of homes and buildings, as well as linen. Cleaning products therefore cover a very wide range of products depending on their use: cleaning of floors, windows, linen, etc. and the type of customer for whom they are intended: professionals or private individuals.
At the European level, the cleaning products market was worth 40 billion euros in 2021. The consumer hygiene segment accounted for almost 80% of total sales, well ahead of professional hygiene. Looking at product segmentation, laundry care accounted for around €15 billion, being the largest business segment, ahead of surface cleaning products, dishwashing products and cleaning products. In terms of customer markets for professionals, the healthcare sector is the main driver of sales, ahead of food, cooking and catering.
In Spain, the cleaning products market has come out of the healthcare crisis linked to the emergence of covid-19 with a 5.07% increase in sales between 2020 and 2021. Domestic production also grew, with a notable increase in exports, especially to France and the United Kingdom. In a context of concern about the spread of the virus, cleaning products were used much more, leading to an increase in sales to both individuals and professionals. The suspension of most of the sanitary obligations in 2022 has led to a normalization of the market, although it continues to grow thanks to export dynamics.
1.2 World Market
global market share.
Globally, the markets for detergents and cleaning products are dominated by Asia, Europe and North America. However, these are different markets. The Asian market is emerging and should expand due to mass consumption. On the other hand, the European and North American markets are more developed, although they ...
1.3 European market
In ****, the European market for detergents and cleaning products was worth a total of **.* billion euros. **.** % of this came from the consumer hygiene consumer hygiene while the remaining **.**% came **.**% came from the professional professional hygiene. This turnover decreased by **.**% between **** and ****. This is explained by the fact that **** was an extraordinary ...
1.4 Domestic Market
The detergents and cleaning products market grew from **** to ****. A CAGR of *.**% can be calculated over this period and turnover also increased by **.**%. The year **** was an exception for the sector with a decrease in turnover of *.**% between **** and ****. However, we see that the sector resisted well to the covid crisis ...
1.5 Foreign trade
A surplus sector.
The following figures come from official UN cometrade data, concerning the product category "Organic surfactants other than soaps, surface-active preparations, washing preparations and cleaning preparations" (***).
Spain is a producer and exporter of detergents and cleaning products. As can be seen in the following graph, Spain has always had ...
2 Demand analysis
2.1 Consumption behavior
It is important for Spaniards to consume cleaning products. A Deloitte study done in **** highlights some key points:
Cleaning products appear as the second most important item that Spaniards want to keep, with **% of Spaniards likely to spend on these products in the * weeks . The following graph presents in **** the net ...
2.2 Consumer trends in the cleaning and detergent sector
Spanish consumers have matched pre-covid drugstore purchases with ** occasions per year. The average purchase ticket was €*.** per purchase. However, the rise in the cost of supplies in **** and inflation will have an impact on Spaniards.
It is noticeable :
A *% drop in the turnover of household cleaning products compared to ****. A *.*% decrease ...
2.3 Trends
A DIY (***) trend.
In Spain, there is a DIY trend that touches consumers who want to limit their CO* emissions, produce locally without spending a lot of money [***]
The demand for professional cleaning.
The crisis of the covid had as consequence the modification of the perception of the cleaning to the ...
3 Market structure
3.1 Production
how are detergents produced ?
To produce detergents, the following stages are to be highlighted:
Research and development phase in laboratories to elaborate the products. Production phase in factories. The raw materials used are synthetic surfactants (***) although the industry wants to develop more sustainable products. Sales phase.
The following value chain can ...
3.2 A market dominated by large groups
The detergents and cleaning products market is dominated in Spain by brands owned by * multinationals: Henkel, Reckitt, Unilever and Procter & Gamble. In addition, there are the private labels of supermarkets such as Al Campo or Mercadona and also ofSpanish groups such as Asevi or Persán. It is therefore a highly ...
3.3 Distribution
The majority of purchases are made in physical locations (***), and the Internet accounts for only *.*% of purchases[***] Also, sales of detergents are made in large supermarkets, drugstores and supermarkets.
Private label brands.
The following table presents the market shares of distributors in Spain in ****. Although we do not have the market ...
4 Offer analysis
4.1 Typology of supply and price distribution
Detergents and cleaning products represent several products grouped in the following categories:
Surface cleaners : (***) laundry care products (***) Dishwashing products (***)
Positioning of the offer :
Source: ****
Positions that stand out :
For surface cleaners, we see that the offer proposes basic products at a cheap price with perfumes. The offer in ecological products has ...
4.2 Price trends in the market
Two price trends can be distinguished regarding the market of detergents and cleaning products. From **** to April **** we can see a price stability with an increase in the price index of only *.**%. The economic recovery after the end of the covid crisis and the war in Ukraine, imposed an increase in ...
4.3 A more sustainable offer
The supply of cleaning products and detergents is being compacted in order to offer more environmentally friendly products and to contribute to the European "green deal". The A.I.S.E. companies (***) are therefore following some measures to reduce their impact on the environment:
A strategy for **** to use at least ...
5 Regulation
5.1 Legislation
Royal Decree ***/**** of May *, ****
This decree regulates the manufacture, circulation and sale of detergents in Spain. Companies must then be registered in the General Sanitary Register of Foodstuffs and communicate the new formulas to the Toxicological Information Service of the Institute of Toxicology. Companies must inform the consumer of the toxicity ...
6 Stakeholder positioning
6.1 Segmentation
- Unilever España
- Mercadona
- Carrefour
- Linasa
- AC Marca
- Jabones Pardo SA
- Pons químicas (Asevi)
- Persán
- Procter & Gamble España
- Reckitt España
- Henkel Ibérica
- Productos Disiclin SA
- Paredes Orapi
- Orapi groupe
List of charts presented in this market study
- Répartition du marché mondial des détergents et des produits d'entretien
- Chiffre d'affaires global
- Marché européen du secteur de l'hygiène du consommateur
- Marché européen du secteur de l'hygiène professionnelle
- Parts de marché du secteur de l'hygiène professionnelle
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Latest news
Hygiene: Paredes launches into soap and ozonated water - 28/06/2023
- Supplier of health and hygiene products for communities and industry
- The Paredes plant in Genas currently employs 650 people.
- Ehpad operator Domidep has ordered 150 Paredes Blue Lab devices.
- The company's share of online sales is set to rise from 25% today to over 33% in 2023.
- The industrial part of the business, which includes the Genas plant and the Lucca plant in Tuscany, accounts for a quarter of the company's revenues. The remainder comes from sales.
Two Lyon-based ETIs join forces to create a European hygiene champion - 28/06/2023
- The Paredes group is proposing a takeover bid for the listed company Orapi of around 45 million euros.
- Orapi is valued at 78 million euros.
- Orapi posted sales of 229.6 million euros in 2022, up 4%.
- Paredes posted sales of 215 million euros, with EBITDA of 15 million euros.
- Paredes employs 650 people, while Orapi has 1,000.
- Paredes has a factory in Italy and a new warehouse near Rennes.
- Orapi is based in Vénissieux and has a factory in Saint-Vulbas.
- Paredes and Orapi are both key players in the hygiene and protective equipment sector.
No.2 in professional hygiene Paredes covets No.1 Orapi - 23/06/2023
- Lyon-based Paredes makes a takeover bid for its listed competitor Orapi.
- The new entity, specialized in professional hygiene, will have sales approaching 450 million euros and 1,650 employees.
- Orapi, which employs around 1,000 people, generated sales of 229.6 million euros in 2022
- Paredes and its 650 employees have sales of 215 million euros.
- New French champion in professional hygiene", says François Thuilleur.
- Paredes specializes in wadded products, hand towels, toilet paper and, more recently, liquid soap.
- Orapi is a leading formulator of soaps and detergents from its main plant in Saint-Vulbas (Ain), with a secondary unit in Vénissieux (Rhône), which manufactures laundry tablets
- Orapi's tablets are used mainly by local authorities, the hotel and catering industry, and supermarkets.
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the market for detergents and cleaning products | Spain
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