Strong Eco-Awareness Impacts Denmark Home Care Market Says a New Research Report Available at

Share Article adds latest report on “Home Care in Denmark” to its store. Home care in Denmark is dominated by a limited number of big multinationals.

The financial crisis had a clear impact on home care in Denmark, which recorded negative current value growth in 2009. The years 2010 and 2011 brought some recovery, as growth rates in home care again turned positive. Against this background, 2012 was a minor setback as growth in home care again slowed, although it remained positive. The major cause for this setback can be found in the Danish economy which, in response to the crisis, slipped into recession in early 2012. The worsening macroeconomic climate affected consumer confidence and consumer expenditure negatively and reduced Danes’ willingness to pay high prices for home care products.

Strong ecological awareness both opens up and closes down growth possibilities
Danish consumers traditionally have a strong focus on ecology and health. Reacting to this, manufacturers and retailers have launched a significant number of green and/or hypoallergenic brands in most categories within home care. Insofar as manufacturers and retailers are able to convince consumers that it is worthwhile paying extra for such products, these green labels represent the most obvious potential avenues for growth in home care in Denmark. On the other hand, strong ecological awareness has a negative effect on some categories, consisting of products green consumers perceive as “unhealthy” or unnecessary. In 2012 this trend was clearly felt in air care, which posted declining growth, as many consumers turned their backs on air care products, believing that they might cause allergies.

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Multinationals dominate, but are challenged by growing private label
Home care in Denmark is dominated by a limited number of big multinationals. The category leader, Unilever, together with its competitors Colgate-Palmolive, Reckitt-Benckiser (Scandinavia) and Procter & Gamble Denmark, account for the majority of value sales. These manufacturers offer a selection of well-established, mid-priced and premium brands that are marketed with a focus on efficiency and convenience. Challenging the dominance of the multinationals, grocery retailers and private label manufacturers have launched a number of premium green private label products, which compete directly with the traditional brands of the multinationals. In 2012, Unilever Denmark especially felt the effect of this competition, as the company’s retail share shrank.

Discounters continue to grow
In 2012, discounters continued to increase their sales in home care in Denmark and now represent close to one third of the total distribution. Danes in general are price-conscious and down-to-earth consumers who value the low prices offered by discounters. Dansk Supermarked’s Netto remains the leading discounter, but over the review period this chain lost share to competitors, first and foremost to the Norwegian discounter Rema 1000. The main effects of the continual growth of discounters in home care in Denmark is to facilitate the growth of private label and contribute to a downward pressure on unit prices, which diminish value growth potential across the entire market.

Strong eco-awareness impacts the home care market
Among the many counter-cultural movements of the 1960s and 1970s, the women’s rights movement and the environmental movement proved to be the ones to have the most profound impact on Danish culture. From its subcultural origins, the environmental movement has spread into wide areas of the population, so that thinking about the environment when shopping has become an ingrown habit of many Danes. The success of the environmental movement has been supported by several factors. One factor is a strong civil society in Denmark, including a strong tradition among Danes to form powerful non-governmental organizations, which are capable of impacting political life and consumer behavior. The Danish Society for Nature Conservation was formed as early as 1911 and, with the support of its 140,000 members, it continues to be a main channel for the spread of environmental awareness in Denmark. Another powerful organization, which even more directly impacts home care, is Asthma-Allergy Denmark. Asthma-Allergy Denmark works actively to reduce the use of potentially allergenic chemicals in home care products – among other things, the organization has its own declaration scheme called Den Blå Krans (The Blue Wreath), which informs Danish consumers about products with a reduced risk of allergy. Alongside non-governmental organizations, governmental organizations are working to heighten ecological awareness in Denmark. For example, the Environmental Protection Agency of the Danish Ministry of the Environment officially recommends not using products such as bleaches, air fresheners and oven cleaners at home.

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