TABLE OF CONTENTS
Overview 1
Catalyst 1
Summary 1
Executive Summary 2
177 product SKUs launched in the Dutch household products market 2
Continuous Air Fresheners is the leading category in Dutch household products market 2
Creativ Wohnen by Lungenschmied is the leading manufacturer in terms of new household products in the Netherlands 2
Bottles was the dominant packing type in the new products launched in Dutch household products market 2
Majority of the products launched in the household products market used plastic as the package material 2
Introduction 3
How to use this report 3
Disclaimer 3
Market definition 4
Household Products Market Overview 13
Market value, 2005–10 13
Market value forecast to 2015 15
Household Products Analysis 17
New product SKUs by category 17
New product SKUs by manufacturer 25
New products by package type 27
New products by package material 28
Detailed Product Descriptions 29
Appendix 80
Further reading 80
Datamonitor consulting 80
How to contact experts in your industry 80
LIST OF FIGURES
Figure 1: Netherlands, household products market value by category ($m), 2005–10 13
Figure 2: Netherlands, household products market value by category ($m), 2010–15 15
Figure 3: Netherlands, household products market, new product SKUs by category, Apr 2010 – Mar 2011 17
Figure 4: Netherlands, household products market, new product SKUs by air fresheners category, Apr 2010 – Mar 2011 19
Figure 5: Netherlands, household products market, new product SKUs by dishwashing products category, Apr 2010 – Mar 2011 20
Figure 6: Netherlands, household products market, new product SKUs by general purpose cleaners category, Apr 2010 – Mar 2011 21
Figure 7: Netherlands, household products market, new product SKUs by insecticides category, Apr 2010 – Mar 2011 22
Figure 8: Netherlands, household products market, new product SKUs by textile washing products category, Apr 2010 – Mar 2011 23
Figure 9: Netherlands, household products market, new product SKUs by toilet care category, Apr 2010 – Mar 2011 24
Figure 10: Netherlands, household products market, new product SKUs by manufacturer, Apr 2010 – Mar 2011 25
Figure 11: Netherlands, household products market, new products by package type, Apr 2010 – Mar 2011 27
Figure 12: Netherlands, household products market, new products by package material, Apr 2010 – Mar 2011 28
LIST OF TABLES
Table 1: Household products category definitions 4
Table 2: Netherlands, household products market value by category ($m), 2005–10 14
Table 3: Netherlands, household products market value by category ($m), 2010–15 16
Table 4: Netherlands, household products market, new product SKUs by category, Apr 2010 – Mar 2011 18
Table 5: Netherlands, household products market, new product SKUs by air fresheners category, Apr 2010 – Mar 2011 19
Table 6: Netherlands, household products market, new product SKUs by dishwashing products category, Apr 2010 – Mar 2011 20
Table 7: Netherlands, household products market, new product SKUs by general purpose cleaners category, Apr 2010 – Mar 2011 21
Table 8: Netherlands, household products market, new product SKUs by insecticides category, Apr 2010 – Mar 2011 22
Table 9: Netherlands, household products market, new product SKUs by textile washing products category, Apr 2010 – Mar 2011 23
Table 10: Netherlands, household products market, new product SKUs by toilet care category, Apr 2010 – Mar 2011 24
Table 11: Netherlands, household products market, new product SKUs by manufacturer, Apr 2010 – Mar 2011 26
Table 12: Netherlands, household products market, new products by package type, Apr 2010 – Mar 2011 27
Table 13: Netherlands, household products market, new products by package material, Apr 2010 – Mar 2011 28
Table 14: Illume - Reed Diffuser - Coconut Milk Mango; Gardenia; Lemongrass; Oakmoss; Oceano; Pineapple Cilantro; Sweet Rhubarb; Tahitian; Tangerine Teakwood 29
Table 15: Illume - Scented Candle - Coconut Milk Mango; Gardenia; Lemongrass; Oakmoss; Oceano; Pineapple Cilantro; Sweet Rhubarb; Tahitian; Tangerine Teakwood 30
Table 16: Illume - 100% Natural Soy Candle - Coconut Milk Mango; Gardenia; Lemongrass; Oakmoss; Oceano; Pineapple Cilantro; Sweet Rhubarb; Tahitian; Tangerine Teakwood 31
Table 17: Spar - Wasverzachter - Lavendel; Sensitive; Wilde Rozen 32
Table 18: Air Wick Ribbons Scent Touch of Luxury - Geurkaars - Fijne Zijde & Oosterse Orchidee; Vanilledroom & Amandelbloesem 33
Table 19: Jumbo Zuiver - Ecologische Glasreiniger 34
Table 20: Jumbo Zuiver - Ecologische Toiletreiniger 35
Table 21: Jumbo Zuiver - Ecologische Allesreiniger 36
Table 22: Jumbo Zuiver Afwas - Ecologisch Handafwasmiddel 37
Table 23: Albert Heijn - Sfeer Luchtverfrisser - Buiten; Fris; Lavendel 38
Table 24: CWL - Runde Soja-Duftkerze - Maxi; Midi; Mini 39
Table 25: CWL - Quadratische Soya-Kerze - Apfel; Exotic; Hyazinthe; Jasmin; Lavendel; Orange; Ozean; Patchouli; Pfirsich; Plumeria; Rose; Vanille; Zimt; Zitrone 40
Table 26: Yankee Candle - Candle - Country Lemonade; Garden Hideaway; Pink Lady Slipper; Soft Blanket 41
Table 27: Pantone Universe - Candle - 12-0404; 15-5217; 16-0237; 17-1464; 17-7210; 18-1655; 18-2120; 18-3820; 19-1020 42
Table 28: Sunil met Essentiele Olien - Klein & Krachtig Wasmiddel - Lavendel & Chinese Bloesem; Tropische Bloesem & Yalang Ylang 43
Table 29: Yankee Candle - Reed Diffuser - Beach Walk; Black Cherry; Clean Cotton; Home Sweet Home; Lavender Vanilla; MacIntosh; Midnight Jasmine; Midsummer's Night; Pear Orchard 44
Table 30: Glorix - Hygiene Power Toiletblok Met Bleek - Citroen Fris; Dennen Fris; Wilde Roos 45
Table 31: Sun All in 1 - Vaatwasmiddel Turbo Gel - Citroen; Regular 46
Table 32: Groenland - Reiniger - Wasmachine & Vaatwasser 47
Table 33: Air Wick Aqua Mist - Luchtverfrissers - Fresh Water; Magnolia & Kersenbloesem; Wilde Lavendel & Frisse Berglucht 48
Table 34: Air Wick Touch of Luxury - Fragranced Candle - Kaneel & Knisperend Houtvuur; Lelie & Zijdezacht Satijn; Vers Gebakken Koekjes & Vanille 49
Table 35: 1 De Beste - Multireiniger 50
Table 36: C1000 - Wasmiddel - Kleur; Wit 51
Table 37: C1000 - Compact en krachtig Wasmiddel - Donker; Zomer 52
Table 38: Ariel - Vlekverwijderaar & Stralend Wit - Gel; Poeder 53
Table 39: Robijn Twilight Sensations - Wasverzachter - Jamijn & Zwarte Gardenia; Vanille & Zwarte Orchidee 54
Table 40: Witte Reus - WC Gel - 100% Hygiene; 100% Ontkalker 55
Table 41: Dasty - Vloerreiniger 56
Table 42: 1 De Beste - Vloeibaar Schuurmiddel - Bleek; Citroen; Vertrouwd 57
Table 43: Harpic Active Fresh - 3 in 1 Toiletreiniger - Aqua Marine; Citrus 58
Table 44: Jumbo - Minispray Luchtverfrisser - Frisse Lelietjes; Zachte Lavendel; Zuivere Zeelucht 59
Table 45: 1 De Beste - Schoonmaakmiddel - Kalkreiniger 60
Table 46: Jumbo - Plastic Huishoudzakken - Boterhamzakjes; Diepvrieszakken; Diepvrieszakken Hersluitbaar; Ijsblokjeszakjes; Pedaalemmerzakken 61
Table 47: 2B Fresh - Afvalzakken - Lavendel; Limoen 62
Table 48: Edet - Vochtig Toiletpapier - Caring Balsam; Gentle Lotion; pH-Neutral 63
Table 49: Vapona - Insecticide - Raamsticker 64
Table 50: WC Eend - Total Clean Spray 65
Table 51: Care Plus Bio - Anti-Insect Natural Spray 66
Table 52: Ajax Natura Verde - Allesreiniger - Frisse Munt; Siciliaanse Citroen 67
Table 53: Ajax Natura Verde - Afwasmiddel - Clementine & Gember; Zeezout & Laurier 68
Table 54: SunLight Active Gel - Afwasmiddel - Citroen; Original; Rode Grapefruit 69
Table 55: Andy - Vloerreiniger - Hout & Laminaat 70
Table 56: Dreft - Wasmiddel - Activ Care Gel 71
Table 57: Ecover - Oekologisches Fluessigwaschmittel 72
Table 58: Mr Muscle - 3in1 Toiletreiniger - 100% Kalkaanslag Verwijdering; Reinigt en Verfrist 73
Table 59: Ariel - Vlekverwijderaar - Gel; Poeder; Spray 74
Table 60: Samu White - Detergent Liquid - Fuer Weisswaesche Mit Bio Lavendel 75
Table 61: Ayuclean - Natur- Und Kraueterwaschmittel - Fuer Buntwaesche Mit Biokamille; Fuer Buntwaesche Mit Biolavendelblueten; Fuer Weisswaesche; Sensitive Fuer Wolle & Seife 76
Table 62: Super de Boer - Toiletpapier - Kamille Lotion 77
Table 63: Mr Muscle - Fresh Discs - Lime; Marine 78
Table 64: Persil Eco Power - Vloeibaar Wasmiddel - Color; White 79
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