Summary

The global cleaning products market has shown significant dynamics starting from 2020. Despite the adverse effects of COVID-19, the sector demonstrated resilience, with some segments like consumer hygiene witnessing only a slight decrease in turnover (-0.1% between 2020 and 2021), suggesting enduring demand. The Spanish market particularly experienced a 5.07% sales increase from 2020 to 2021, with domestic production and exports, especially to France and the United Kingdom, also on the rise. As health concerns around COVID-19 waned in 2022, the market began normalizing but continued to expand due to the momentum in exports. Meanwhile, the professional hygiene segment saw a more significant decrease of 14.8%, following a dramatic 67.1% growth between 2019 and 2020 due to the pandemic's immediate impact. With sustainability trends taking center stage, there's a push for more environmentally friendly products, and eco-certifications are on the rise. Despite these changes, the market remains highly competitive with significant presence and influence from multinational corporations as well as prominent Spanish firms..**Changing Consumer Behavior in Spain's Cleaning Products and Detergents Sector** In Spain, consumer behavior in the cleaning products and detergents sector appears to have reached a certain level of stability compared to the significant fluctuations seen during the height of the COVID-19 pandemic. As people settled into new patterns of cleanliness and hygiene, typical purchasing occasions for drugstore items, including cleaning products, stabilized at around 28 times per year, with the average spending per occasion hovering just above €5.50. However, the recent escalation in material costs and the broader inflationary trends of 2022 have not left this market untouched. Observations point towards a slight contraction in consumer spending within this sector, with a noted decrease of approximately 6% in household cleaning product sales and a marginal decline of 0.3% in laundry care turnover when compared to the previous year. These figures highlight an environment where Spanish consumers are feeling the pinch and are potentially adjusting their purchasing habits accordingly. The shift indicates a heightened price sensitivity among shoppers, who may now be more inclined to seek value for money or trade down to more affordable alternatives in response to the economic strain. This trend towards conservatism in spending within the cleaning products and detergents sector could be expected to persist if material costs and inflation rates continue to influence the market..### Key Players Shaping the Spanish Cleaning Products and Detergents Market In the bustling market of cleaning products and detergents, a few prominent names stand out, particularly in Spain. These players have established a significant presence, often driven by a long history, a diverse product range, innovation, and a dedicated clientele. Below are some of the key players that are making waves in the Spanish market: - **Henkel**: A titan in the industry, Henkel is a multinational powerhouse with an extensive selection of household cleaning products, laundry detergents, and personal care items. The company has built a reputation for its commitment to sustainability and innovation, consistently introducing new products that meet the evolving needs of consumers. - **Unilever**: Another global giant, Unilever's portfolio spans across various categories including food, personal care, and home care. In the realm of cleaning products and detergents, Unilever has captured the market with well-known brands that promise to deliver on both quality and eco-friendliness. - **Reckitt**: Reckitt is a major player in the health, hygiene, and home products segments. With a focus on improving personal health and hygiene, its products are designed to make homes, workplaces, and public areas cleaner and more comfortable. - **Procter & Gamble (P&G)**: P&G is one of the oldest and largest FMCG companies worldwide. Its extensive range of trusted household brands has become staples in Spanish homes, offering innovative solutions for cleaning and maintaining clothing, surfaces, and spaces. - **Persán**: This Spanish group Persán has established itself as a leader in the national market with its array of laundry detergents and softeners. The company prides itself on delivering high-quality products that cater to the needs of the domestic market. - **Pons Químicas (Asevi)**: Known for its strong presence in detergents and cleaning products, Asevi has carved out a niche for itself in the Spanish market. The group is revered for its fragrant and effective household cleaning solutions that have secured a loyal customer base. - **Disiclin Products SA**: Although not as widely publicized, Disiclin Products SA maintains a significant place in the industry with its range of cleaning supplies that promise efficiency and practicality. - **Jabones Pardo SA**: With a legacy dating back several decades, Jabones Pardo SA holds a special place in the history of Spanish soapmaking. Their products often combine traditional methods with modern

the market for detergents and cleaning products - Spain

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Number of pages : 30 pages
Format : Digital and PDF versions
Last update : 23/02/2023

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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.

2 Demand analysis

3 Market structure

4 Offer analysis

5 Regulation

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

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
Parts de marché du secteur de l'hygiène du consommateur
Répartition du marché des détergents et des produits d'entretien
Évolution du chiffre d'affaires du marché
Évolution du commerce extérieur espagnol
Origines des importations
Destination des exportations espagnoles
Propension nette aux dépenses par catégorie, pour les 4 prochaines semaines
Canaux d'achat selon la question 'Comment prévoyez-vous d'acheter chacun des articles suivants au cours des quatre prochaines semaines?
Préférences de consommation
Indice des prix industriels classe 2041 "Fabrication de savons, détergents et autres articles de nettoyage et de polissage"
Évolution du marché espagnol des achats d'articles de nettoyage et d'entretien du linge
Évolution du marché espagnol des achats de détergents, adoucissants et renforçateurs de parfum
Utilisation de marques de distributeurs sur le marché des produits de nettoyage et des détergents
Segmentation des achats par canaux

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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.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Unilever España

Mercadona

Carrefour

Linasa

AC Marca

Jabones Pardo SA

Pons químicas (Asevi)

Persán

Procter & Gamble España

Reckitt España

Henkel Ibérica

Productos Disiclin SA

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