This Euromonitor market report provides market trend and market
growth analysis of the Home Care industry in Israel. With this market
report, you’ll be able to explore in detail the changing shape and
potential of the industry. You will now be able to plan and build
strategy on real industry data and projections.
The Home Care Market in Israel research report includes:
Home Care in Israel - Industry Overview
EXECUTIVE SUMMARY
The better economic situation drives growth
Premiumisation drives format switching within home care in 2010
Little change is seen in shares in 2010
Discounters continues to gain share in 2010
Home care is expected to witness higher growth over the forecast period
KEY TRENDS AND DEVELOPMENTS
The Israeli economy booms in 2010 in comparison with other countries, which are still struggling to regain their strength
Premiumisation drives format switching within home care in 2010
Specification increases sales within surface care in 2010
Green products fail to make an impression within the home care market in Israel
The late winter has a positive impact on sales of home care products in 2010
MARKET INDICATORS
Table 1 Households 2005-2010
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2005-2010
Table 3 Sales of Home Care by Category: % Value Growth 2005-2010
Table 4 Home Care Company Shares 2006-2010
Table 5 Home Care Brand Shares 2007-2010
Table 6 Penetration of Private Label by Category 2005-2010
Table 7 Sales of Home Care by Distribution Format: % Analysis 2005-2010
Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2010
Table 9 Forecast Sales of Home Care by Category: Value 2010-2015
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2010-2015
DEFINITIONS
Summary 1 Research Sources
Home Care in Israel - Company Profiles
Jacoby Jack & Sons Ltd in Home Care (Israel)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Jacoby Jack & Sons Ltd: Competitive Position 2010
Klir Chemicals Marketing (1994) Ltd in Home Care (Israel)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 6 Klir Chemicals Marketing (1994) Ltd: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 7 Klir Chemicals Marketing (1994) Ltd: Competitive Position 2010
Schestowitz Ltd in Home Care (Israel)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 S Schestowitz Ltd: Competitive Position 2010
Sano Bruno's Enterprises Ltd in Home Care (Israel)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 12 Sano Bruno’s Enterprises Ltd: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 13 Sano Bruno’s Enterprises Ltd: Competitive Position 2010
Air Care in Israel - Category Analysis
HEADLINES
TRENDS
2009 was the year of premium products in air care, with a particular focus on decorative home products, as Reckitt Benckiser sought to change consumers’ perception of air care from being a functional spray-based category to a lifestyle category. This trend continued into 2010, as the leading players Sano Bruno’s Enterprises and Reckitt Benckiser continued to strengthen this changing consumer behaviour by launching new innovative decorative air care products. Companies began to seek new target audiences, such as Reckitt Benckiser, which launched a new special premium limited edition series under its Air Wick brand – “Fragrances of Luxury”. The new electric series comes in a range of new and enriched fragrances which are based on herbal extracts. In addition, Reckitt Benckiser launched a new innovative campaign targeting an entire new audience; teenage girls aged 12-18. The new campaign, under the concept Air Wick Room Style, encourages young girls to enter the Air Wick Room Style Facebook page and design their dream room.
COMPETITIVE LANDSCAPE
Sano Bruno’s Enterprises remained the leading company in air care in 2010 with a 51% value share. During 2010 the company managed to increase its share slightly, thanks to new product launches. It led the vast majority of categories, with a 61% value share in spray/aerosol air fresheners and a 70% share in other air care.
PROSPECTS
Fragrances will continue to drive new product developments over the forecast period within air care, as the leading players realise the strong potential of limited edition series which focus on new fragrances, as Israeli consumers have a high trial rate. In addition, companies are expected to focus more on luxurious fragrances and mood fragrances over the forecast period.
CATEGORY DATA
Table 11 Sales of Air Care by Category: Value 2005-2010
Table 12 Sales of Air Care by Category: % Value Growth 2005-2010
Table 13 Battery Operated vs Plug-in Electric Air Fresheners: % Value Breakdown 2008-2010
Table 14 Air Care Fragrances Rankings by Value 2007-2010
Table 15 Air Care Company Shares 2006-2010
Table 16 Air Care Brand Shares 2007-2010
Table 17 Forecast Sales of Air Care by Category: Value 2010-2015
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2010-2015
Bleach in Israel - Category Analysis
HEADLINES
TRENDS
Bleach continues to be a category with very low innovation and new product development, which was the main reason for the minimal changes seen within bleach in 2010. During 2010 the main trend within bleach appeared to be the constant growth of private label brands at the expense of leading brands such as Sano and Kleen. The leading private label producer within bleach, Shufersal, witnessed a one percentage point increase from 2009 to 2010 thanks to its strong lead within chained grocery retailers.
COMPETITIVE LANDSCAPE
In 2010 the leading player in bleach remained Sano Bruno’s Enterprises, as it continued to dominate the category with a value share of 64%. However, despite the company’s dominance, it was impacted by the success of private label, and lost two percentage points of value share in 2010.
PROSPECTS
Over the forecast period bleach is expected to continue to be one of the most highly used home care products within Israeli households. Bleach is immediately associated with home care, whitening and cleanliness. Bleach will continue to be used for many purposes, such as whitening and sterilising sinks, toilets, floors and surfaces, and even to remove stains from white clothing.
CATEGORY DATA
Table 19 Sales of Bleach: Value 2005-2010
Table 20 Sales of Bleach: % Value Growth 2005-2010
Table 21 Bleach Company Shares 2006-2010
Table 22 Bleach Brand Shares 2007-2010
Table 23 Forecast Sales of Bleach: Value 2010-2015
Table 24 Forecast Sales of Bleach: % Value Growth 2010-2015
Dishwashing in Israel - Category Analysis
HEADLINES
TRENDS
The main trend seen within dishwashing products in 2010 was the continuous growth of automatic dishwashing liquids at the expense of alternatives such as powders and tablets. During 2010 liquids/gels accounted for 14% of overall value sales within automatic dishwashing, whilst only a year earlier liquids/gels only held a 9% share. Almost all the leading players focused their energies and resources on liquids/gels during 2010. In Europe, liquids/gels is a fairly new category, but is still much larger than in the Israeli market, which leaves a great deal of potential for growth within Israel. The main problem within the Israeli market is that it is difficult for the second positioned player, Henkel, to lead innovation
COMPETITIVE LANDSCAPE
Reckitt Benckiser continued to lead dishwashing products in 2010, with a 25% share of value sales, largely thanks to its Finish brand, which held a 54% share of automatic dishwashing in 2010. However, in 2010 Reckitt Benckiser lost one percentage point of value share in overall dishwashing products due to strong competition in automatic dishwashing liquids from Henkel Soad.
PROSPECTS
Eco-friendly products are not expected to increase in popularity over the forecast period, as Israeli consumers have yet to find this a strong factor when choosing their preferred products and brands. More attempts by the leading companies are expected to be seen over the forecast period; however, their success is expected to be limited.
CATEGORY INDICATORS
Table 25 Household Penetration of Dishwashers 2005-2010
CATEGORY DATA
Table 26 Sales of Dishwashing by Category: Value 2005-2010
Table 27 Sales of Dishwashing by Category: % Value Growth 2005-2010
Table 28 Dishwashing Company Shares 2006-2010
Table 29 Dishwashing Brand Shares 2007-2010
Table 30 Forecast Sales of Dishwashing by Category: Value 2010-2015
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2010-2015
Insecticides in Israel - Category Analysis
HEADLINES
TRENDS
The winter in 2010 in Israel was the driest that the country had seen in the last 48 years, according to the Ministry of the Environment. Only in mid-December were there signs of rain and winter beginning to appear; however, this was extremely inconsistent. The longer summer season and lack of rain increased the demand for insecticides in 2010.
COMPETITIVE LANDSCAPE
Sano Bruno’s Enterprises led insecticides in 2010 with a value share of 61%, thanks to two strong brands – Sanomat (52% share in electric insecticides) and K Series (48% value share in the overall insecticides category). Sano Bruno’s Enterprises lost share in 2010, with a decline of one percentage point. This decrease was mainly due to the strong competition from second player SC Johnson Israel with its Raid brand.
PROSPECTS
The performance of insecticides over the forecast period will continue to be highly dependent on seasonal factors. The launch of new products based mainly on natural rather than synthetic chemical ingredients is expected to emerge during the forecast period, as consumers are becoming more aware of the negative impact of such harmful chemicals.
CATEGORY DATA
Table 32 Sales of Insecticides by Category: Value 2005-2010
Table 33 Sales of Insecticides by Category: % Value Growth 2005-2010
Table 34 Spray Insecticides by Type: % Value Breakdown 2007-2010
Table 35 Insecticides Company Shares 2006-2010
Table 36 Insecticides Brand Shares 2007-2010
Table 37 Forecast Sales of Insecticides by Category: Value 2010-2015
Table 38 Forecast Sales of Insecticides by Category: % Value Growth 2010-2015
Laundry Care in Israel - Category Analysis
HEADLINES
TRENDS
Henkel’s attempt to challenge the dominance of powder detergents in mid-2008 with its launch of a new sophisticated format – Persil Gel – proved to be highly successful in 2010, as liquid detergents increased by 29% in current value terms and by 41% in volume terms. During 2010 an interesting change was seen within liquid detergents, as concentrated liquids accounted for a 91% share of overall value sales, in comparison with 33% in 2009. This significant move in 2010 towards more concentrated products proved the desire of companies to continue to invest in and improve the products that they offer within liquid detergents, as the category has yet to reach its full potential.
COMPETITIVE LANDSCAPE
Procter & Gamble Israel managed to once again overtake Henkel to assume first place in laundry care in 2010, with a 23% value share. This marked an increase of over four percentage points from 2009. This share gain was mainly due to the huge success of the company’s leading brands (Ariel, Tide, Biomat and Lenor) and new launches. Within standard powder detergents Procter & Gamble managed to maintain its leading positioning with its Ariel brand, and led in terms of value share with 22%, whilst Tide held another 13%. Within liquid fabric softeners it managed to change the competitive landscape with the launch of its new concentrated brand Lenor, which already held a 6% value share in liquid fabric softeners.
PROSPECTS
Within liquid fabric softeners and liquid detergents, standard products are expected to witness a decrease in shelf-space and sales at the expense of concentrated products, as standard products will mainly continue to target conservative consumers. Over the forecast period laundry care is expected to move more towards concentrated products, as consumers begin to become fonder of such products, and companies continue to heavily market them and their benefits.
CATEGORY INDICATORS
Table 39 Household Penetration of Washing Machines 2005-2010
CATEGORY DATA
Table 40 Sales of Laundry Care by Category: Value 2005-2010
Table 41 Sales of Laundry Care by Category: % Value Growth 2005-2010
Table 42 Sales of Laundry Aids by Category: Value 2005-2010
Table 43 Sales of Laundry Aids by Category: % Value Growth 2005-2010
Table 44 Sales of Laundry Detergents by Category: Value 2005-2010
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2005-2010
Table 46 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2005-2010
Table 47 Laundry Care Company Shares 2006-2010
Table 48 Laundry Care Brand Shares 2007-2010
Table 49 Laundry Aids Company Shares 2006-2010
Table 50 Laundry Aids Brand Shares 2007-2010
Table 51 Laundry Detergents Company Shares 2006-2010
Table 52 Laundry Detergents Brand Shares 2007-2010
Table 53 Forecast Sales of Laundry Care by Category: Value 2010-2015
Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2010-2015
Polishes in Israel - Category Analysis
HEADLINES
TRENDS
During 2010 71 furniture and furnishings outlets were opened across Israel, which was an increase of 2% from 2009, to reach a total of 3,165 outlets. This increase in outlet growth was much faster than the negative CAGR of 1% in the review period. This increase was mainly driven by the stronger entry of chained players within the channel, in addition to moves made by other retailers outside the channel, which decided to enter the furniture and furnishings channel. In addition, the real estate market in Israel is booming in terms of sales and renting, which calls for Israelis to carry out more renovations, purchase more furniture and improve their current furniture. All this increased the use of furniture polish during 2010, and the category witnessed the fastest growth of 3% in current value terms and 4% in volume terms.
COMPETITIVE LANDSCAPE
In 2010 Intercosma was the leading company in polishes, generating a 57% share of value sales, leading with its Kiwi brand. Sano Bruno’s Enterprises held second position with a 13% share, and saw a slight decrease in share, mainly due to the lack of innovation and development within polishes.
PROSPECTS
No significant changes in trends are expected in polishes in Israel during the forecast period. The development of alternative products will continue to hold back development, with Israelis opting for products with greater ease of use and which save time when it comes to polishing.
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2005-2010
Table 56 Sales of Polishes by Category: % Value Growth 2005-2010
Table 57 Polishes Company Shares 2006-2010
Table 58 Polishes Brand Shares 2007-2010
Table 59 Forecast Sales of Polishes by Category: Value 2010-2015
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2010-2015
Surface Care in Israel - Category Analysis
HEADLINES
TRENDS
During 2009 there was an obvious trend towards multipurpose products in Israel, mainly thanks to the recession; this drew consumers towards such products, as one product could be used on all surfaces, reducing consumers’ average home care expenditure. However, as the Israeli economy made a recovery during 2010, consumers began to return to purchasing more specifically targeted home care products in addition to multipurpose products. Specific home care products such as window/glass cleaners and bathroom cleaners became good complementary products in addition to multipurpose cleaners, raising sales within the overall category.
COMPETITIVE LANDSCAPE
Sano Bruno’s Enterprises remained the leading manufacturer in surface care in Israel in 2010, with a 33% value share. Sano is a pioneer within surface care, and tends to lead many trends; for example in 2009-2010 Sano was the first to launch multipurpose wipes and floor wipes. During 2010 Sano continued to launch new innovative products within surface care (mentioned below). Unilever Israel was the second player in surface care in 2010 with a 14% value share with its strong Cif brand.
PROSPECTS
Surface care is expected to continue to witness strong positive growth over the forecast period, as consumers are expected to continue to use more specific products in addition to multipurpose cleaners. In addition, surface care in Israel is expected to continue to develop, as the leading players will continue to offer more professional products for use in the home.
CATEGORY DATA
Table 61 Sales of Surface Care by Category: Value 2005-2010
Table 62 Sales of Surface Care by Category: % Value Growth 2005-2010
Table 63 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2005-2010
Table 64 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2005-2010
Table 65 Surface Care Company Shares 2006-2010
Table 66 Surface Care Brand Shares 2007-2010
Table 67 Household Care Wipes and Floor Cleaning Systems Company Shares 2006-2010
Table 68 Household Care Wipes and Floor Cleaning Systems Brand Shares 2007-2010
Table 69 Forecast Sales of Surface Care by Category: Value 2010-2015
Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2010-2015
Toilet Care in Israel - Category Analysis
HEADLINES
TRENDS
Within toilet care products private label brands continued to take up more shelf-space within the leading grocery retail channels, such as Shufersal, as the leading chained grocery retailers continued to push their private label home care brands. Not much change was seen within the category in comparison with 2009, except the revolutionary new launch of SC Johnson Israel’s Duck Strip.
COMPETITIVE LANDSCAPE
Sano Bruno’s Enterprises continued to dominate toilet care products in 2010 with a 57% value share. Sano witnessed a one percentage point decline from 2009, mainly due to the strong competition from private label brands. Sano remains a leader in almost all categories, excluding rim liquids. Within in-cistern devices Sano held a 97% value share, whilst in rim blocks it held a 76% share in 2010.
PROSPECTS
As more Israelis continue to prefer discounters, and the leading chains continue to convert more of their hypermarkets into discounters, private label sales are expected to increase within the overall home care market. This is also true for toilet care products, as a rise in private label brands is expected to be seen on the one hand, and a rise in leading brands such as Sano on the other hand, as mid-priced brands slowly lose share.
CATEGORY DATA
Table 71 Sales of Toilet Care by Category: Value 2005-2010
Table 72 Sales of Toilet Care by Category: % Value Growth 2005-2010
Table 73 Toilet Care Company Shares 2006-2010
Table 74 Toilet Care Brand Shares 2007-2010
Table 75 Forecast Sales of Toilet Care by Category: Value 2010-2015
Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2010-2015
The Home Care Market in Israel research report includes:
- Analysis of key supply-side and demand trends
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
- What is the market size of Home Care in Israel?
- What are the major brands in Israel?
- What is the importance of the trend towards environmentally friendly products in home care?
- What are the main growth drivers of the home care market in Israel?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
Home Care in Israel - Industry Overview
EXECUTIVE SUMMARY
The better economic situation drives growth
Premiumisation drives format switching within home care in 2010
Little change is seen in shares in 2010
Discounters continues to gain share in 2010
Home care is expected to witness higher growth over the forecast period
KEY TRENDS AND DEVELOPMENTS
The Israeli economy booms in 2010 in comparison with other countries, which are still struggling to regain their strength
Premiumisation drives format switching within home care in 2010
Specification increases sales within surface care in 2010
Green products fail to make an impression within the home care market in Israel
The late winter has a positive impact on sales of home care products in 2010
MARKET INDICATORS
Table 1 Households 2005-2010
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2005-2010
Table 3 Sales of Home Care by Category: % Value Growth 2005-2010
Table 4 Home Care Company Shares 2006-2010
Table 5 Home Care Brand Shares 2007-2010
Table 6 Penetration of Private Label by Category 2005-2010
Table 7 Sales of Home Care by Distribution Format: % Analysis 2005-2010
Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2010
Table 9 Forecast Sales of Home Care by Category: Value 2010-2015
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2010-2015
DEFINITIONS
Summary 1 Research Sources
Home Care in Israel - Company Profiles
Jacoby Jack & Sons Ltd in Home Care (Israel)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Jacoby Jack & Sons Ltd: Competitive Position 2010
Klir Chemicals Marketing (1994) Ltd in Home Care (Israel)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 6 Klir Chemicals Marketing (1994) Ltd: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 7 Klir Chemicals Marketing (1994) Ltd: Competitive Position 2010
Schestowitz Ltd in Home Care (Israel)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 S Schestowitz Ltd: Competitive Position 2010
Sano Bruno's Enterprises Ltd in Home Care (Israel)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 12 Sano Bruno’s Enterprises Ltd: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 13 Sano Bruno’s Enterprises Ltd: Competitive Position 2010
Air Care in Israel - Category Analysis
HEADLINES
TRENDS
2009 was the year of premium products in air care, with a particular focus on decorative home products, as Reckitt Benckiser sought to change consumers’ perception of air care from being a functional spray-based category to a lifestyle category. This trend continued into 2010, as the leading players Sano Bruno’s Enterprises and Reckitt Benckiser continued to strengthen this changing consumer behaviour by launching new innovative decorative air care products. Companies began to seek new target audiences, such as Reckitt Benckiser, which launched a new special premium limited edition series under its Air Wick brand – “Fragrances of Luxury”. The new electric series comes in a range of new and enriched fragrances which are based on herbal extracts. In addition, Reckitt Benckiser launched a new innovative campaign targeting an entire new audience; teenage girls aged 12-18. The new campaign, under the concept Air Wick Room Style, encourages young girls to enter the Air Wick Room Style Facebook page and design their dream room.
COMPETITIVE LANDSCAPE
Sano Bruno’s Enterprises remained the leading company in air care in 2010 with a 51% value share. During 2010 the company managed to increase its share slightly, thanks to new product launches. It led the vast majority of categories, with a 61% value share in spray/aerosol air fresheners and a 70% share in other air care.
PROSPECTS
Fragrances will continue to drive new product developments over the forecast period within air care, as the leading players realise the strong potential of limited edition series which focus on new fragrances, as Israeli consumers have a high trial rate. In addition, companies are expected to focus more on luxurious fragrances and mood fragrances over the forecast period.
CATEGORY DATA
Table 11 Sales of Air Care by Category: Value 2005-2010
Table 12 Sales of Air Care by Category: % Value Growth 2005-2010
Table 13 Battery Operated vs Plug-in Electric Air Fresheners: % Value Breakdown 2008-2010
Table 14 Air Care Fragrances Rankings by Value 2007-2010
Table 15 Air Care Company Shares 2006-2010
Table 16 Air Care Brand Shares 2007-2010
Table 17 Forecast Sales of Air Care by Category: Value 2010-2015
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2010-2015
Bleach in Israel - Category Analysis
HEADLINES
TRENDS
Bleach continues to be a category with very low innovation and new product development, which was the main reason for the minimal changes seen within bleach in 2010. During 2010 the main trend within bleach appeared to be the constant growth of private label brands at the expense of leading brands such as Sano and Kleen. The leading private label producer within bleach, Shufersal, witnessed a one percentage point increase from 2009 to 2010 thanks to its strong lead within chained grocery retailers.
COMPETITIVE LANDSCAPE
In 2010 the leading player in bleach remained Sano Bruno’s Enterprises, as it continued to dominate the category with a value share of 64%. However, despite the company’s dominance, it was impacted by the success of private label, and lost two percentage points of value share in 2010.
PROSPECTS
Over the forecast period bleach is expected to continue to be one of the most highly used home care products within Israeli households. Bleach is immediately associated with home care, whitening and cleanliness. Bleach will continue to be used for many purposes, such as whitening and sterilising sinks, toilets, floors and surfaces, and even to remove stains from white clothing.
CATEGORY DATA
Table 19 Sales of Bleach: Value 2005-2010
Table 20 Sales of Bleach: % Value Growth 2005-2010
Table 21 Bleach Company Shares 2006-2010
Table 22 Bleach Brand Shares 2007-2010
Table 23 Forecast Sales of Bleach: Value 2010-2015
Table 24 Forecast Sales of Bleach: % Value Growth 2010-2015
Dishwashing in Israel - Category Analysis
HEADLINES
TRENDS
The main trend seen within dishwashing products in 2010 was the continuous growth of automatic dishwashing liquids at the expense of alternatives such as powders and tablets. During 2010 liquids/gels accounted for 14% of overall value sales within automatic dishwashing, whilst only a year earlier liquids/gels only held a 9% share. Almost all the leading players focused their energies and resources on liquids/gels during 2010. In Europe, liquids/gels is a fairly new category, but is still much larger than in the Israeli market, which leaves a great deal of potential for growth within Israel. The main problem within the Israeli market is that it is difficult for the second positioned player, Henkel, to lead innovation
COMPETITIVE LANDSCAPE
Reckitt Benckiser continued to lead dishwashing products in 2010, with a 25% share of value sales, largely thanks to its Finish brand, which held a 54% share of automatic dishwashing in 2010. However, in 2010 Reckitt Benckiser lost one percentage point of value share in overall dishwashing products due to strong competition in automatic dishwashing liquids from Henkel Soad.
PROSPECTS
Eco-friendly products are not expected to increase in popularity over the forecast period, as Israeli consumers have yet to find this a strong factor when choosing their preferred products and brands. More attempts by the leading companies are expected to be seen over the forecast period; however, their success is expected to be limited.
CATEGORY INDICATORS
Table 25 Household Penetration of Dishwashers 2005-2010
CATEGORY DATA
Table 26 Sales of Dishwashing by Category: Value 2005-2010
Table 27 Sales of Dishwashing by Category: % Value Growth 2005-2010
Table 28 Dishwashing Company Shares 2006-2010
Table 29 Dishwashing Brand Shares 2007-2010
Table 30 Forecast Sales of Dishwashing by Category: Value 2010-2015
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2010-2015
Insecticides in Israel - Category Analysis
HEADLINES
TRENDS
The winter in 2010 in Israel was the driest that the country had seen in the last 48 years, according to the Ministry of the Environment. Only in mid-December were there signs of rain and winter beginning to appear; however, this was extremely inconsistent. The longer summer season and lack of rain increased the demand for insecticides in 2010.
COMPETITIVE LANDSCAPE
Sano Bruno’s Enterprises led insecticides in 2010 with a value share of 61%, thanks to two strong brands – Sanomat (52% share in electric insecticides) and K Series (48% value share in the overall insecticides category). Sano Bruno’s Enterprises lost share in 2010, with a decline of one percentage point. This decrease was mainly due to the strong competition from second player SC Johnson Israel with its Raid brand.
PROSPECTS
The performance of insecticides over the forecast period will continue to be highly dependent on seasonal factors. The launch of new products based mainly on natural rather than synthetic chemical ingredients is expected to emerge during the forecast period, as consumers are becoming more aware of the negative impact of such harmful chemicals.
CATEGORY DATA
Table 32 Sales of Insecticides by Category: Value 2005-2010
Table 33 Sales of Insecticides by Category: % Value Growth 2005-2010
Table 34 Spray Insecticides by Type: % Value Breakdown 2007-2010
Table 35 Insecticides Company Shares 2006-2010
Table 36 Insecticides Brand Shares 2007-2010
Table 37 Forecast Sales of Insecticides by Category: Value 2010-2015
Table 38 Forecast Sales of Insecticides by Category: % Value Growth 2010-2015
Laundry Care in Israel - Category Analysis
HEADLINES
TRENDS
Henkel’s attempt to challenge the dominance of powder detergents in mid-2008 with its launch of a new sophisticated format – Persil Gel – proved to be highly successful in 2010, as liquid detergents increased by 29% in current value terms and by 41% in volume terms. During 2010 an interesting change was seen within liquid detergents, as concentrated liquids accounted for a 91% share of overall value sales, in comparison with 33% in 2009. This significant move in 2010 towards more concentrated products proved the desire of companies to continue to invest in and improve the products that they offer within liquid detergents, as the category has yet to reach its full potential.
COMPETITIVE LANDSCAPE
Procter & Gamble Israel managed to once again overtake Henkel to assume first place in laundry care in 2010, with a 23% value share. This marked an increase of over four percentage points from 2009. This share gain was mainly due to the huge success of the company’s leading brands (Ariel, Tide, Biomat and Lenor) and new launches. Within standard powder detergents Procter & Gamble managed to maintain its leading positioning with its Ariel brand, and led in terms of value share with 22%, whilst Tide held another 13%. Within liquid fabric softeners it managed to change the competitive landscape with the launch of its new concentrated brand Lenor, which already held a 6% value share in liquid fabric softeners.
PROSPECTS
Within liquid fabric softeners and liquid detergents, standard products are expected to witness a decrease in shelf-space and sales at the expense of concentrated products, as standard products will mainly continue to target conservative consumers. Over the forecast period laundry care is expected to move more towards concentrated products, as consumers begin to become fonder of such products, and companies continue to heavily market them and their benefits.
CATEGORY INDICATORS
Table 39 Household Penetration of Washing Machines 2005-2010
CATEGORY DATA
Table 40 Sales of Laundry Care by Category: Value 2005-2010
Table 41 Sales of Laundry Care by Category: % Value Growth 2005-2010
Table 42 Sales of Laundry Aids by Category: Value 2005-2010
Table 43 Sales of Laundry Aids by Category: % Value Growth 2005-2010
Table 44 Sales of Laundry Detergents by Category: Value 2005-2010
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2005-2010
Table 46 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2005-2010
Table 47 Laundry Care Company Shares 2006-2010
Table 48 Laundry Care Brand Shares 2007-2010
Table 49 Laundry Aids Company Shares 2006-2010
Table 50 Laundry Aids Brand Shares 2007-2010
Table 51 Laundry Detergents Company Shares 2006-2010
Table 52 Laundry Detergents Brand Shares 2007-2010
Table 53 Forecast Sales of Laundry Care by Category: Value 2010-2015
Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2010-2015
Polishes in Israel - Category Analysis
HEADLINES
TRENDS
During 2010 71 furniture and furnishings outlets were opened across Israel, which was an increase of 2% from 2009, to reach a total of 3,165 outlets. This increase in outlet growth was much faster than the negative CAGR of 1% in the review period. This increase was mainly driven by the stronger entry of chained players within the channel, in addition to moves made by other retailers outside the channel, which decided to enter the furniture and furnishings channel. In addition, the real estate market in Israel is booming in terms of sales and renting, which calls for Israelis to carry out more renovations, purchase more furniture and improve their current furniture. All this increased the use of furniture polish during 2010, and the category witnessed the fastest growth of 3% in current value terms and 4% in volume terms.
COMPETITIVE LANDSCAPE
In 2010 Intercosma was the leading company in polishes, generating a 57% share of value sales, leading with its Kiwi brand. Sano Bruno’s Enterprises held second position with a 13% share, and saw a slight decrease in share, mainly due to the lack of innovation and development within polishes.
PROSPECTS
No significant changes in trends are expected in polishes in Israel during the forecast period. The development of alternative products will continue to hold back development, with Israelis opting for products with greater ease of use and which save time when it comes to polishing.
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2005-2010
Table 56 Sales of Polishes by Category: % Value Growth 2005-2010
Table 57 Polishes Company Shares 2006-2010
Table 58 Polishes Brand Shares 2007-2010
Table 59 Forecast Sales of Polishes by Category: Value 2010-2015
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2010-2015
Surface Care in Israel - Category Analysis
HEADLINES
TRENDS
During 2009 there was an obvious trend towards multipurpose products in Israel, mainly thanks to the recession; this drew consumers towards such products, as one product could be used on all surfaces, reducing consumers’ average home care expenditure. However, as the Israeli economy made a recovery during 2010, consumers began to return to purchasing more specifically targeted home care products in addition to multipurpose products. Specific home care products such as window/glass cleaners and bathroom cleaners became good complementary products in addition to multipurpose cleaners, raising sales within the overall category.
COMPETITIVE LANDSCAPE
Sano Bruno’s Enterprises remained the leading manufacturer in surface care in Israel in 2010, with a 33% value share. Sano is a pioneer within surface care, and tends to lead many trends; for example in 2009-2010 Sano was the first to launch multipurpose wipes and floor wipes. During 2010 Sano continued to launch new innovative products within surface care (mentioned below). Unilever Israel was the second player in surface care in 2010 with a 14% value share with its strong Cif brand.
PROSPECTS
Surface care is expected to continue to witness strong positive growth over the forecast period, as consumers are expected to continue to use more specific products in addition to multipurpose cleaners. In addition, surface care in Israel is expected to continue to develop, as the leading players will continue to offer more professional products for use in the home.
CATEGORY DATA
Table 61 Sales of Surface Care by Category: Value 2005-2010
Table 62 Sales of Surface Care by Category: % Value Growth 2005-2010
Table 63 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2005-2010
Table 64 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2005-2010
Table 65 Surface Care Company Shares 2006-2010
Table 66 Surface Care Brand Shares 2007-2010
Table 67 Household Care Wipes and Floor Cleaning Systems Company Shares 2006-2010
Table 68 Household Care Wipes and Floor Cleaning Systems Brand Shares 2007-2010
Table 69 Forecast Sales of Surface Care by Category: Value 2010-2015
Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2010-2015
Toilet Care in Israel - Category Analysis
HEADLINES
TRENDS
Within toilet care products private label brands continued to take up more shelf-space within the leading grocery retail channels, such as Shufersal, as the leading chained grocery retailers continued to push their private label home care brands. Not much change was seen within the category in comparison with 2009, except the revolutionary new launch of SC Johnson Israel’s Duck Strip.
COMPETITIVE LANDSCAPE
Sano Bruno’s Enterprises continued to dominate toilet care products in 2010 with a 57% value share. Sano witnessed a one percentage point decline from 2009, mainly due to the strong competition from private label brands. Sano remains a leader in almost all categories, excluding rim liquids. Within in-cistern devices Sano held a 97% value share, whilst in rim blocks it held a 76% share in 2010.
PROSPECTS
As more Israelis continue to prefer discounters, and the leading chains continue to convert more of their hypermarkets into discounters, private label sales are expected to increase within the overall home care market. This is also true for toilet care products, as a rise in private label brands is expected to be seen on the one hand, and a rise in leading brands such as Sano on the other hand, as mid-priced brands slowly lose share.
CATEGORY DATA
Table 71 Sales of Toilet Care by Category: Value 2005-2010
Table 72 Sales of Toilet Care by Category: % Value Growth 2005-2010
Table 73 Toilet Care Company Shares 2006-2010
Table 74 Toilet Care Brand Shares 2007-2010
Table 75 Forecast Sales of Toilet Care by Category: Value 2010-2015
Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2010-2015
