Personal Hygiene in Sweden to 2013

Introduction

This databook provides key data and information on the personal hygiene market in Sweden. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods.

Scope

*Contains information on three categories: deodorants, soap and bath & shower products

*Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2003-2008) and forecast (2009-2013) data

*Category level company and brand share as well as distribution share information for 2007 and 2008

*Review of the top two companies within the personal hygiene market, including company overview, key facts and business description

Highlights

The market for personal hygiene in Sweden increased at a compound annual growth rate of 2.3% between 2003 and 2008.

The deodorants category led the personal hygiene market in Sweden, accounting for a share of 42.9%.

Leading players in Swedish personal hygiene market include Unilever, Beiersdorf AG and Alberto-Culver Company.

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the personal hygiene market in Sweden

*Design effective marketing and sales strategies by identifying key market categories and segments

*Identify key players within the market to plan lucrative M&A, partnerships and agreements


Report Highlights
Highlights

The market for personal hygiene in Sweden increased at a compound annual growth rate of 2.3% between 2003 and 2008.

The deodorants category led the personal hygiene market in Sweden, accounting for a share of 42.9%.

Leading players in Swedish personal hygiene market include Unilever, Beiersdorf AG and Alberto-Culver Company.


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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: personal hygiene 2
Summary category level: bath & shower products 3
Summary category level: deodorants 4
Summary category level: soap 5
Chapter 2 Introduction 6
What is this report about? 6
How to use this report 6
Market definition 7
Chapter 3 Market Overview 20
Value analysis (Swedish Krona), 2003?08 20
Value analysis (Swedish Krona), 2008?13 21
Value analysis (US dollars), 2003?08 23
Value analysis (US dollars), 2008?13 23
Volume analysis, 2003?08 25
Volume analysis, 2008?13 26
Company and brand share analysis 28
Distribution analysis 33
Expenditure and consumption per capita 35
Chapter 4 Leading Company Profiles 38
Unilever 38
Beiersdorf AG 40
Chapter 5 Category Analysis: Bath & shower products 42
Value analysis (Swedish Krona), 2003?08 42
Value analysis (Swedish Krona), 2008?13 43
Value analysis (US dollars), 2003?08 45
Value analysis (US dollars), 2008?13 45
Volume analysis, 2003?08 47
Volume analysis, 2008?13 48
Company and brand share analysis 50
Distribution analysis 54
Expenditure and consumption per capita 56
Chapter 6 Category Analysis: Deodorants 59
Value analysis (Swedish Krona), 2003?08 59
Value analysis (Swedish Krona), 2008?13 60
Value analysis (US dollars), 2003?08 62
Value analysis (US dollars), 2008?13 63
Volume analysis, 2003?08 65
Volume analysis, 2008?13 66
Company and brand share analysis 69
Distribution analysis 73
Expenditure and consumption per capita 75
Chapter 7 Category Analysis: Soap 81
Value analysis (Swedish Krona), 2003?08 81
Value analysis (Swedish Krona), 2008?13 82
Value analysis (US dollars), 2003?08 84
Value analysis (US dollars), 2008?13 84
Volume analysis, 2003?08 86
Volume analysis, 2008?13 87
Company and brand share analysis 89
Distribution analysis 93
Expenditure and consumption per capita 95
Chapter 8 Country Comparison 98
Value 98
Volume 102
Market share 106
Chapter 9 PESTLE Analysis 107
Summary 107
Political analysis 108
Economic analysis 111
Social analysis 115
Technology analysis 118
Legal analysis 122
Environmental analysis 125
Chapter 10 New Product Development 128
Product launches over time 128
Recent product launches 130
Chapter 11 Macroeconomic Profile 131
Macroeconomic indicators 131
Chapter 12 Research Methodology 136
Methodology overview 136
Secondary research 137
Market modeling 138
Creating an initial data model 138
Revising the initial data model 138
Creating a final estimate 139
Creating demographic value splits 139
Primary research 139
Data finalization 140
Ongoing research 140
Chapter 13 APPENDIX 141
Future readings 141
How to contact experts in your industry 141
Disclaimer 141


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LIST OF FIGURES
Figure 1: Sweden personal hygiene value and value forecast, 2003?13 (SEKm, nominal prices) 22
Figure 2: Sweden personal hygiene category growth comparison, by value, 2003?13 24
Figure 3: Sweden personal hygiene volume and volume forecast, 2003?13 (units, million) 27
Figure 4: Sweden personal hygiene category growth comparison, by volume, 2003?13 27
Figure 5: Sweden personal hygiene company share, by value, 2007?08 (%) 30
Figure 6: Sweden personal hygiene distribution channels, by value, 2007?08 (%) 34
Figure 7: Sweden bath & shower products value and value forecast, 2003?13 (SEKm, nominal prices) 44
Figure 8: Sweden bath & shower products category growth comparison, by value, 2003?13 46
Figure 9: Sweden bath & shower products volume and volume forecast, 2003?13 (units, million) 49
Figure 10: Sweden bath & shower products category growth comparison, by volume, 2003?13 49
Figure 11: Sweden bath & shower products company share, by value, 2007?08 (%) 52
Figure 12: Sweden bath & shower products distribution channels, by value, 2007?08 (%) 55
Figure 13: Sweden deodorants value and value forecast, 2003?13 (SEKm, nominal prices) 61
Figure 14: Sweden deodorants category growth comparison, by value, 2003?13 64
Figure 15: Sweden deodorants volume and volume forecast, 2003?13 (units, million) 67
Figure 16: Sweden deodorants category growth comparison, by volume, 2003?13 68
Figure 17: Sweden deodorants company share, by value, 2007?08 (%) 71
Figure 18: Sweden deodorants distribution channels, by value, 2007?08 (%) 74
Figure 19: Sweden soap value and value forecast, 2003?13 (SEKm, nominal prices) 83
Figure 20: Sweden soap category growth comparison, by value, 2003?13 85
Figure 21: Sweden soap volume and volume forecast, 2003?13 (units, million) 88
Figure 22: Sweden soap category growth comparison, by volume, 2003?13 88
Figure 23: Sweden soap company share, by value, 2007?08 (%) 91
Figure 24: Sweden soap distribution channels, by value, 2007?08 (%) 94
Figure 25: Global personal hygiene market split (value terms, 2008), top five countries 99
Figure 26: Global personal hygiene market value, 2003–08, top five countries 101
Figure 27: Global personal hygiene market split (volume terms, 2008), top five countries 103
Figure 28: Global personal hygiene market volume, 2003–08, top five countries 105
Figure 29: Annual data review process 137


LIST OF TABLES
Table 1: Personal hygiene category definitions 8
Table 2: Personal hygiene distribution channels 9
Table 3: Sweden personal hygiene value, 2003?08 (SEKm, nominal prices) 20
Table 4: Sweden personal hygiene value forecast, 2008?13 (SEKm, nominal prices) 21
Table 5: Sweden personal hygiene value, 2003?08 ($m, nominal prices) 23
Table 6: Sweden personal hygiene value forecast, 2008?13 ($m, nominal prices) 23
Table 7: Sweden personal hygiene volume, 2003?08 (units, million) 25
Table 8: Sweden personal hygiene volume forecast, 2008?13 (units, million) 26
Table 9: Sweden personal hygiene brand share, by value, 2007?08 (%) 28
Table 10: Sweden personal hygiene value, by brand 2007?08 (SEKm, nominal prices) 29
Table 11: Sweden personal hygiene company share by value, 2007?08 (%) 31
Table 12: Sweden personal hygiene value, by company, 2007?08 (SEKm, nominal prices) 32
Table 13: Sweden personal hygiene distribution channels, by value, 2007?08 (%) 33
Table 14: Sweden personal hygiene value, by distribution channel, 2007?08 (SEKm, nominal prices) 33
Table 15: Sweden personal hygiene expenditure per capita, 2003?08 (SEK, nominal prices) 35
Table 16: Sweden personal hygiene forecast expenditure per capita, 2008?13 (SEK, nominal prices) 35
Table 17: Sweden personal hygiene expenditure per capita, 2003?08 ($, nominal prices) 36
Table 18: Sweden personal hygiene forecast expenditure per capita, 2008?13 ($, nominal prices) 36
Table 19: Sweden personal hygiene consumption per capita, 2003?08 (units) 37
Table 20: Sweden personal hygiene forecast consumption per capita, 2008?13 (units) 37
Table 21: Unilever key facts 38
Table 22: Beiersdorf AG key facts 40
Table 23: Sweden bath & shower products value, 2003?08 (SEKm, nominal prices) 42
Table 24: Sweden bath & shower products value forecast, 2008?13 (SEKm, nominal prices) 43
Table 25: Sweden bath & shower products value, 2003?08 ($m, nominal prices) 45
Table 26: Sweden bath & shower products value forecast, 2008?13 ($m, nominal prices) 45
Table 27: Sweden bath & shower products volume, 2003?08 (units, million) 47
Table 28: Sweden bath & shower products volume forecast, 2008?13 (units, million) 48
Table 29: Sweden bath & shower products brand share, by value, 2007?08 (%) 50
Table 30: Sweden bath & shower products value, by brand 2007?08 (SEKm, nominal prices) 51
Table 31: Sweden bath & shower products company share by value, 2007?08 (%) 53
Table 32: Sweden bath & shower products value, by company, 2007?08 (SEKm, nominal prices) 53
Table 33: Sweden bath & shower products distribution channels, by value, 2007?08 (%) 54
Table 34: Sweden bath & shower products value, by distribution channel, 2007?08 (SEKm, nominal prices) 54
Table 35: Sweden bath & shower products expenditure per capita, 2003?08 (SEK, nominal prices) 56
Table 36: Sweden bath & shower products forecast expenditure per capita, 2008?13 (SEK, nominal prices) 56
Table 37: Sweden bath & shower products expenditure per capita, 2003?08 ($, nominal prices) 57
Table 38: Sweden bath & shower products forecast expenditure per capita, 2008?13 ($, nominal prices) 57
Table 39: Sweden bath & shower products consumption per capita, 2003?08 (units) 58
Table 40: Sweden bath & shower products forecast consumption per capita, 2008?13 (units) 58
Table 41: Sweden deodorants value, 2003?08 (SEKm, nominal prices) 59
Table 42: Sweden deodorants value forecast, 2008?13 (SEKm, nominal prices) 60
Table 43: Sweden deodorants value, 2003?08 ($m, nominal prices) 62
Table 44: Sweden deodorants value forecast, 2008?13 ($m, nominal prices) 63
Table 45: Sweden deodorants volume, 2003?08 (units, million) 65
Table 46: Sweden deodorants volume forecast, 2008?13 (units, million) 66
Table 47: Sweden deodorants brand share, by value, 2007?08 (%) 69
Table 48: Sweden deodorants value, by brand 2007?08 (SEKm, nominal prices) 70
Table 49: Sweden deodorants company share by value, 2007?08 (%) 72
Table 50: Sweden deodorants value, by company, 2007?08 (SEKm, nominal prices) 72
Table 51: Sweden deodorants distribution channels, by value, 2007?08 (%) 73
Table 52: Sweden deodorants value, by distribution channel, 2007?08 (SEKm, nominal prices) 73
Table 53: Sweden deodorants expenditure per capita, 2003?08 (SEK, nominal prices) 75
Table 54: Sweden deodorants forecast expenditure per capita, 2008?13 (SEK, nominal prices) 76
Table 55: Sweden deodorants expenditure per capita, 2003?08 ($, nominal prices) 77
Table 56: Sweden deodorants forecast expenditure per capita, 2008?13 ($, nominal prices) 78
Table 57: Sweden deodorants consumption per capita, 2003?08 (units) 79
Table 58: Sweden deodorants forecast consumption per capita, 2008?13 (units) 80
Table 59: Sweden soap value, 2003?08 (SEKm, nominal prices) 81
Table 60: Sweden soap value forecast, 2008?13 (SEKm, nominal prices) 82
Table 61: Sweden soap value, 2003?08 ($m, nominal prices) 84
Table 62: Sweden soap value forecast, 2008?13 ($m, nominal prices) 84
Table 63: Sweden soap volume, 2003?08 (units, million) 86
Table 64: Sweden soap volume forecast, 2008?13 (units, million) 87
Table 65: Sweden soap brand share, by value, 2007?08 (%) 89
Table 66: Sweden soap value, by brand 2007?08 (SEKm, nominal prices) 90
Table 67: Sweden soap company share by value, 2007?08 (%) 92
Table 68: Sweden soap value, by company, 2007?08 (SEKm, nominal prices) 92
Table 69: Sweden soap distribution channels, by value, 2007?08 (%) 93
Table 70: Sweden soap value, by distribution channel, 2007?08 (SEKm, nominal prices) 93
Table 71: Sweden soap expenditure per capita, 2003?08 (SEK, nominal prices) 95
Table 72: Sweden soap forecast expenditure per capita, 2008?13 (SEK, nominal prices) 95
Table 73: Sweden soap expenditure per capita, 2003?08 ($, nominal prices) 96
Table 74: Sweden soap forecast expenditure per capita, 2008?13 ($, nominal prices) 96
Table 75: Sweden soap consumption per capita, 2003?08 (units) 97
Table 76: Sweden soap forecast consumption per capita, 2008?13 (units) 97
Table 77: Global personal hygiene market value, 2008 98
Table 78: Global personal hygiene market split (value terms ($m), 2008), top five countries 101
Table 79: Global personal hygiene market volume, 2008 102
Table 80: Global personal hygiene market split (volume terms, 2008), top five countries 105
Table 81: Leading players, top five countries 106
Table 82: Analysis of Sweden’s political landscape 108
Table 83: Analysis of the Swedish economy 111
Table 84: Analysis of Sweden’s social system 115
Table 85: Analysis of Sweden’s technology landscape 118
Table 86: Analysis of Sweden’s legal landscape 122
Table 87: Analysis of Sweden’s environmental landscape 125
Table 88: Sweden personal hygiene new product launches reports, by company (top five companies), 2008 128
Table 89: Sweden personal hygiene new product launches SKUs, by company (top five companies), 2008 128
Table 90: Sweden personal hygiene new product launches (reports), by flavor and fragrances (top 10 flavors), 2008 129
Table 91: Sweden personal hygiene new product launches (reports), by ingredients (top 10 ingredients), 2008 129
Table 92: Sweden personal hygiene new product launches (reports), by package tags or claims, 2008 130
Table 93: Sweden personal hygiene new product launches (reports) - Recent five launches (2008) 130
Table 94: Sweden population, by age group, 2003?08 (millions) 131
Table 95: Sweden population forecast, by age group, 2008?13 (millions) 132
Table 96: Sweden population, by gender, 2003?08 (millions) 132
Table 97: Sweden population forecast, by gender, 2008?13 (millions) 133
Table 98: Sweden nominal GDP, 2003?08 (SEKbn, nominal prices) 133
Table 99: Sweden nominal GDP forecast, 2008?13 (SEKbn, nominal prices) 133
Table 100: Sweden real GDP, 2003?08 (SEKbn, 2000 prices) 134
Table 101: Sweden real GDP forecast, 2008?13 (SEKbn, 2000 prices) 134
Table 102: Sweden real GDP, 2003?08 ($bn, 2000 prices) 134
Table 103: Sweden real GDP forecast, 2008?13 ($bn, 2000 prices) 135
Table 104: Sweden consumer price index, 2003?08 (2000=100) 135
Table 105: Sweden consumer price index, 2008?13 (2000=100) 135

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