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April 16, 2014

The Battleground of Automatic Dishwashing

Serena-jianAnalyst Insight by Serena Jian - Senior Home Care, Tissue and Hygiene Analyst

Globally, automatic dishwashing (ADW) continues to be led by Reckitt Benckiser and its eponymous Finish brand, which generated value sales of US$2.1 billion in 2013, three times those of Procter & Gamble’s Cascade brand and over 10 times the sales of Fairy (also owned by Procter & Gamble).  

Although its global value share plateaued at 37% in 2013, Finish has grown strongly over the last decade, up from a 30% value share in 2004, with the best performances in 2007 and 2008, when the economic boom encouraged consumers to purchase dishwashers and trade up to Finish Quantum, released at the tail end of 2005. While the brand continued to see value sales grow even during the recession, although at a reduced rate, most notably due to a downturn in the US ADW market in 2013, the Finish brand has been somewhat unaffected by the recession or the threat of private label, which might have been predicted to derail its development. 

While private label might still be considered a threat, rival brands Fairy and Cascade, although trailing, are fast becoming a notable challenger with packaging one way to achieve on-shelf differentiation. How long can Finish hold onto its throne? Euromonitor International investigates. 


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Vorsprung Durch China: Sales Restrictions in Chinese Cities Will Not Stop Audi Becoming the World’s Best-Selling Premium Brand

Neil-KingAnalyst Insight by Neil King - Automotive Analyst

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There has been a flurry of announcements recently regarding the record sales of Audi, BMW and Mercedes-Benz cars in March and the first quarter of 2014. Better weather in the US, the recovery of car sales in Europe and the later timing of Easter this year are all cited as reasons for the on-going surge in demand for the German premium carmakers’ offerings. Whereas these are all contributory factors, the omission of any reference to the swelling ranks of wealthier consumers around the world who can afford upscale cars, especially in China, is noticeable. After all, it is this ever expanding pool of new consumers in their largest market that will ultimately make Audi the best-selling premium brand in the world. Car sales restrictions in Chinese cities will naturally slow proceedings but Audi’s investments in both its dealer network and local production of compact models is bound to more than compensate.

Two years ago, I discussed the correlation between sales of Audi, BMW and Mercedes brand cars and the development of households with over US$100,000 annual disposable income and the predictions made then still hold up today. First, China became the largest market for the combined sales of Audi, BMW and Mercedes in 2012. In fact, China became the largest single market for Audi in 2011 and for BMW in 2013, with only Mercedes still more dependent on sales in the US and Germany. Second, global sales for the three German premium brands are still on track to easily exceed 5 million units in 2015 – in fact, the 5-million milestone is likely to be reached in 2014 given the recovery in the US and Europe and the continuously rising number of affluent households around the world. Third, despite the model offensives of BMW and Mercedes, Audi’s leadership in China will propel it to become the largest premium carmaker, albeit not before 2015.

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April 15, 2014

Dietary Supplements Positioning Focus – Memory Health

Mark StrobelAnalyst Insight by Mark Strobel - Consumer Health Analyst

Dietary supplements is a booming business that accounts for a growing share of global consumer health retail value sales each year. As the health literacy of the general public improves, they increasingly turn to dietary supplements to improve or maintain their health, and growing healthcare costs and incidence of chronic illnesses lead consumers to these products as a preventive measure. Dietary supplements are progressively more targeted with specific formulations by need state, and the growing concern of cognitive well-being has driven the retail sales of memory health supplements. In 2013, memory health supplements outpaced the category as a whole to reach US$1.5 billion worldwide.

Global Retail Value Sales Year-On-Year Growth of Dietary Supplements and Memory Health Supplements 2008-2013

Source: Euromonitor International

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April 14, 2014

What are the Implications of Mars’ Acquisition of Procter & Gamble’s Pet Food Brands?

Damian ShoreAnalyst Insight by Damian Shore - Contributing Analyst

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Mars’ acquisition of the Iams, Eukanuba and Natura brands (outside Europe) from Procter & Gamble for US$2.9 billion in cash changes the dynamic of the dog and cat food market, particularly in North America. What will Mars get out of this deal, and what are the risks?

Mars will Account for a Quarter of the North American Market

As a result of this deal, Mars’ share of the North American dog and cat food market will jump from 16% to 25% (based on 2012 market share data), compared with Nestlé’s 36% share and the 11% share of both Del Monte and Colgate-Palmolive.

The real prize for Mars is undoubtedly the strong presence of Procter & Gamble’s brands in the North American premium segment, where they accounted for 19% of value sales in 2012. Combined with its existing 12% share, this almost puts Mars on a par with Nestlé (32%), ending its overdependence on economy and mid-priced brands and thus boosting its profitability.

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The New African Order


View Sarah Boumphrey's profile on LinkedIn

The Nigerian statistics office, recognised by the IMF, has recalculated Nigerian GDP and the economy is now 89% larger than it was previously stated. This makes it the 22nd largest economy in the world (measured in current market prices in US$) – compared to 37th pre-revision, and the largest economy in Africa – now 49% bigger than South Africa.

Total GDP in Nigeria Pre- and Post-revision: 2010-2013

Source: National Bureau of Statistics

Note: Data refer to GDP in current market prices. 2013 data are estimates.

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April 13, 2014

China and the US at Odds in Online Games

Rob-PorterAnalyst Insight by Rob Porter - Toys and Games Analyst

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Globally, online games is forecast a gain of more than US$4.7 billion in absolute terms over 2012-2017, making it one of the fastest growing categories in video games. However, not all markets will contribute to this growth. In the US, online games sales have shifted from a subscription payment model to a free-to-play system, hence the country’s weaker forecast. China, however, is anticipated strong growth globally in absolute sales over the coming years as online games there have witnessed a move in the opposite direction, from free-to-play to a subscription model.

Absolute Sales of Online Games in the US and China, 2012-2017

Source: Euromonitor International

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Untapped Potential in the Coffee Machine Business: Italy

Lorenza_DellaSantaAnalyst Insight by Lorenza Della-Santa - Senior Consumer Appliances Analyst

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Italy is still generally considered synonymous with proper espresso coffee, cappuccino and macchiato. After all, this is where these drinks were invented. Yet, the country ranks just sixth in Western Europe for sales of coffee machines. More interestingly, consumers in Spain and Portugal, and even in Greece, are showing a much higher propensity to buy expensive pod coffee machines than in Italy, and this is despite Italians drinking more fresh coffee than their Southern European counterparts on average.

Fresh Coffee Consumption vs Coffee Machine Sales: 2013

Source: Euromonitor International

Note: Bubble size shows the total value size of coffee machines in 2013. Range displayed 8 - 1,251 US$ million

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April 12, 2014

Blueberries the Most Dynamic Fruit in 2013

Simone_BarokeAnalyst Insight by Simone Baroke - Contributing Analyst

Blueberries’ exceptional consumer appeal made them the fastest-growing fruit of 2013, and there is no end in sight for their ardent growth trajectory. Blueberries have a number of coveted characteristics which make them superior to other types of fruit, including a good shelf life, convenience and superfruit status. Strawberries, cherries and grapes may, to date, be more popular in terms of volumes sold, but blueberries have excellent potential for catching up. High price points are still an issue, although this may soon be resolved as producers are making a concerted effort to boost supplies.

Blueberries Have What it Takes

Fresh cranberries/blueberries delivered an outstanding performance in 2013 as the fastest-growing fruit category in volume terms globally. With a growth rate of 9%, the category not only managed to double the gain achieved the previous year but also clocked up triple the growth mustered by fresh fruit overall.

There is no arguing that blueberries are the perfect berry snack. Compared to other popular berries, like strawberries and raspberries, which are highly “squish prone”, blueberries have a long shelf life. Besides washing, they need no further preparation before being consumed. From the consumer’s point of view, in terms of consumption convenience and durability, blueberries are on a par with grapes, which lack the coveted “superfruit” status.

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Low-Cost Sophistication Shapes Fragrance Trends in Latin America

Anaïs_MirvalAnalyst Insight by Anais Mirval - Ingredients Analyst

Along with incomes, social aspirations are growing in Latin America. Consumers are becoming more concerned about their image. And, of course, they want that image to be at its best according to their financial resources. Thus, demand for sophisticated products is increasing.

In order to stop consumers from trading up and switching brands, manufacturers of hair care and deodorants are reformulating or expanding their product ranges to incorporate “luxury-feel” fragrances. With hair care and deodorants becoming the main beneficiaries of consumption, fragrance manufacturers should increasingly focus on these customers and boost demand by offering low-cost complex scent blends.

Annual Disposable Incomes of Latin American Households

Source: Euromonitor International

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Top 10 Global Consumer Health and Wellness Trends for 2014

Simone_BarokeAnalyst Insight by Simone Baroke - Contributing Analyst

In 2014, the global health and wellness market will continue to be driven by demand for natural products, with consumers becoming increasingly sophisticated in their expectations. Not only do they want less of the “bad” stuff (and this now includes gluten, lactose etc), but they also want more of the good, such as protein, veggie and functional properties. Emerging economies, characterised by poverty and wealth co-existing side by side, are driving global health and wellness growth, and, sadly, the challenging economic conditions mean that food fraud has crept into the spectrum of First World consumer concerns.

Top 10 Global Consumer Health and Wellness Trends for 2014
1. Protein rules
2. Enhanced natural merging with free from
3. Meat reduction is the word
4. More veggies please!
5. Sugar reduction – by stealth in food but openly in beverages
6. Emerging markets drive global health and wellness growth
7. Cold pressed juice is the new premium
8. Probiotics are conquering the southern hemisphere
9. Wholegrain controversy
10. Health and wellness products under suspicion of fraud

Source: Euromonitor International

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