Table of Contents

Home Care in Austria – Industry Overview

EXECUTIVE SUMMARY
Home care market strengthens with economic recovery from recession in 2010
Indulgence factor allows air care to grow fastest in home care in 2010
Multinational brands dominate but local competitors have their stake
Innovations given, positive growth awaits home care market

KEY TRENDS AND DEVELOPMENTS
More consumers are looking for scent and aesthetics
Green goes big: Striving for comprehensive sustainability
Retailers and brands fight back: Price wars over discounters
Hygiene and disinfectant function grow in importance

MARKET INDICATORS
Table 1 Households 2005-2010

MARKET DATA
Table 2 Sales of Home Care by Category: Value 2005-2010
Table 3 Sales of Home Care by Category: % Value Growth 2005-2010
Table 4 Home Care Company Shares 2006-2010
Table 5 Home Care Brand Shares 2007-2010
Table 6 Penetration of Private Label by Category 2005-2010
Table 7 Sales of Home Care by Distribution Format: % Analysis 2005-2010
Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2010
Table 9 Forecast Sales of Home Care by Category: Value 2010-2015
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2010-2015

DEFINITIONS
Summary 1 Research Sources

Home Care in Austria – Company Profiles

Claro Products GmbH in Home Care (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 4 Claro Products GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 5 Claro Products GmbH: Competitive Position 2010

Collonil Salzenbrodt & Co KG in Home Care (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 8 Collonil Salzenbrodt & Co KG: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 9 Collonil Salzenbrodt & Co KG: Competitive Position 2010

Erdal GmbH in Home Care (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 12 Erdal GmbH: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 13 Erdal GmbH: Competitive Position 2010

Joh Alex Niernsee KG in Home Care (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Joh Alex Niernsee KG: Competitive Position 2010

Air Care in Austria – Category Analysis

HEADLINES

TRENDS
Air care remains a strong performer within the home care market, with penetration still far from optimal and interest in the products continually growing thanks to the increasing focus on indulgent, lifestyle products. The drivers in air care are sprays/aerosols and automatic or electric devices with Air Wick driving the market going into 2010.

COMPETITIVE LANDSCAPE
The leader in 2010 is SC Johnson Austria GmbH with the Brise brand with a value share of 27%. SC Johnson Austria GmbH and its brand Brise registered diminishing sales in 2010; especially in its traditionally strong category of concentrated spray/aerosol air fresheners, as private label products have been showing a strong presence.

PROSPECTS
The market in Austria is not yet saturated, consumers are only just beginning to take an increased interest in the concept of scent. Air care, already ranking fourth in the overall home care market and with a constant value CAGR of 4% can be considered one of the growth drivers in home care in the upcoming years.

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2005-2010
Table 12 Sales of Air Care by Category: % Value Growth 2005-2010
Table 13 Battery Operated vs Plug-in Electric Air Fresheners: % Value Breakdown 2008-2010
Table 14 Air Care Fragrances Rankings by Value 2007-2010
Table 15 Air Care Company Shares 2006-2010
Table 16 Air Care Brand Shares 2007-2010
Table 17 Forecast Sales of Air Care by Category: Value 2010-2015
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2010-2015

Bleach in Austria – Category Analysis

HEADLINES

TRENDS
Bleach as a category has been declining in both volume and value for several consecutive years. One reason for that development might be increasing popularity and awareness of more environmentally- and skin-friendly products. On the other hand, there are increasingly more and more specialised and highly effective products available in related categories that fulfill similar consumer needs, such as in laundry care or toilet care: Colour safe laundry detergents, highly efficient spot and stain removers (for example, Vanish) or strong toilet cleaning liquids (for example, Harpic).

COMPETITIVE LANDSCAPE
Colgate-Palmolive GmbH’s Dan Klorix brand is the clear leader in bleach with a value share of more than 79% in 2010. Apart from Dan Klorix, the only other relevant competitors in the market are private label products, such as As, Splendid or Denk Mit; all other branded competitors have left the market.

PROSPECTS
Faced with strong competition in other related categories and little internal pressure, bleach is expected to experience a further decline in volume, and consequently also in value over the next years. Changing habits too play their role in driving consumers into other categories and to professional services.

CATEGORY DATA

Table 19 Bleach by type: % value analysis 2005-2010
Table 20 Sales of Bleach: Value 2005-2010
Table 21 Sales of Bleach: % Value Growth 2005-2010
Table 22 Bleach Company Shares 2006-2010
Table 23 Bleach Brand Shares 2007-2010
Table 24 Forecast Sales of Bleach: Value 2010-2015
Table 25 Forecast Sales of Bleach: % Value Growth 2010-2015

Dishwashing in Austria – Category Analysis

HEADLINES

TRENDS
Though the category has been growing over the review period, growth accelerated in both 2009 and 2010 and stems mainly from increased dishwasher penetration and usage that has driven automatic dishwashing detergent sales. Dishwashing tablets in particular was once again the main growth driver in 2010.

COMPETITIVE LANDSCAPE
Dishwashing is still largely dominated by global companies such as Reckitt Benckiser Austria GmbH with its market leading brand, Calgonit/Finish, followed by Henkel Austria GmbH’s Somat and Pril. The local player Claro Products GmbH ranks fifth with a value share of 8%. Calgonit, Somat and Claro managed to increase their shares in 2010, largely driven by the growth of automatic dishwashing tablets.

PROSPECTS
Overall, the category’s growth prospects are expected to be moderate over the forecast period as growth in automatic dishwashing detergents will eventually slow down, and also cannibalise hand dishwashing detergents’ sales.

CATEGORY INDICATORS
Table 26 Household Penetration of Dishwashers 2005-2010

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2005-2010
Table 28 Sales of Dishwashing by Category: % Value Growth 2005-2010
Table 29 Dishwashing Company Shares 2006-2010
Table 30 Dishwashing Brand Shares 2007-2010
Table 31 Forecast Sales of Dishwashing by Category: Value 2010-2015
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2010-2015

Insecticides in Austria – Category Analysis

HEADLINES

TRENDS
Products are expected to be straightforward and easy to use, but above all, efficient. Also, scent and design are becoming more and more relevant.

COMPETITIVE LANDSCAPE
The category is very homogenous with only three main competitors: Joh Alex Niernsee (Vandal), Sara Lee (Tus) and Scotts Celaflor (Nexa Lotte). Private label products are barely present. Tus is about to be sold to SC Johnson; the deal is currently being investigated by the European competition regulators.

PROSPECTS
The category is expected to experience further growth, though with slightly less intensity at a constant value CAGR of 2%.

CATEGORY DATA

Table 33 Sales of Insecticides by Category: Value 2005-2010
Table 34 Sales of Insecticides by Category: % Value Growth 2005-2010
Table 35 Spray Insecticides by Type: % Value Breakdown 2007-2010
Table 36 Insecticides Company Shares 2006-2010
Table 37 Insecticides Brand Shares 2007-2010
Table 38 Forecast Sales of Insecticides by Category: Value 2010-2015
Table 39 Forecast Sales of Insecticides by Category: % Value Growth 2010-2015

Laundry Care in Austria – Category Analysis

HEADLINES

TRENDS
Laundry care has by far the largest share in the Austrian home care market, accounting for nearly half of the total value sales in 2010. The category has weathered the economic crisis well; high promotional activitiy has helped to sustain sales, and consumers have also been found to prefer trusted brands over cheaper alternatives. Laundry detergents and also spot and stain removers have a particularly low share of private label products.

COMPETITIVE LANDSCAPE
The category leader, Henkel Austria GmbH, can build on a range of strong brands in several categories; most notably Persil (16%), Dixan, Silan, Weisser Riese, Fewa, Sil or Perla. 2010 saw several new product developments by Henkel, such as Persil Hygienereiniger, Persil Arctic Power, Silan Perfume Essence and Persil Powder with Silan Frische-Perlen. Persil Arctic Power is essentially following the concept introduced by Ariel Excel and Omo klein & kräftig of a more effective detergent in smaller packaging that is still effective. New about Persil Arctic Power is that it is active at temperatures as low as 15°C. Quite interesting to follow will be the performance of Persil with Silan, a powder detergent with Silan freshness-pearls which is essentially a 2-in-1 laundry detergent plus fabric softener. This product was launched at the end of 2010.

PROSPECTS
Laundry care in Austria is already a very mature category with only very moderate growth prospects over the forecast period; most categories are expected to stagnate in the following years.

CATEGORY INDICATORS
Table 40 Household Penetration of Washing Machines 2005-2010

CATEGORY DATA

Table 41 Automatic detergents by type: % value analysis 2005-2010
Table 42 Sales of Laundry Care by Category: Value 2005-2010
Table 43 Sales of Laundry Care by Category: % Value Growth 2005-2010
Table 44 Sales of Laundry Aids by Category: Value 2005-2010
Table 45 Sales of Laundry Aids by Category: % Value Growth 2005-2010
Table 46 Sales of Laundry Detergents by Category: Value 2005-2010
Table 47 Sales of Laundry Detergents by Category: % Value Growth 2005-2010
Table 48 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2005-2010
Table 49 Laundry Care Company Shares 2006-2010
Table 50 Laundry Care Brand Shares 2007-2010
Table 51 Laundry Aids Company Shares 2006-2010
Table 52 Laundry Aids Brand Shares 2007-2010
Table 53 Laundry Detergents Company Shares 2006-2010
Table 54 Laundry Detergents Brand Shares 2007-2010
Table 55 Forecast Sales of Laundry Care by Category: Value 2010-2015
Table 56 Forecast Sales of Laundry Care by Category: % Value Growth 2010-2015

Polishes in Austria – Category Analysis

HEADLINES

TRENDS
Floor polish saw negative growth development due to decreases in unit price levels, but also declining usage intensity. The slowdown of furniture polish sales is mainly related to reduced consumer demand. Metal polish sales on the other hand have increased both in volume and value terms.

COMPETITIVE LANDSCAPE
Erdal GmbH is the clear leader in polishes; by continuously increasing its sales it secured a 46% value share, which stems from its No.1 position in both the floor and the shoe polish categories with its brands Emsal and Erdal. Erdal GmbH is followed by Henkel Austria GmbH with a 15% value share and SC Johnson GmbH and Collonil Salzenbrodt & Co KG, with shares of 7% and 6%, respectively. While Collonil Salzenbrodt’s number four rank is based exclusively on its strong position in shoe polish with its brand, Collonil, both Henkel (with Sidol, Opti, Pico Bello) and SC Johnson (with Pronto and Stahl Fix) are present in several categories.

PROSPECTS
Polishes are expected to remain a mature, stagnating category. Consumer interest in the products will continue to wane, especially with the increasingly busy lifestyle with polishes seen more and more as less necessary products to purchase over the forecast period. The category is characterised by little dynamism and there is no indication that this is going to change in the future.

CATEGORY DATA

Table 57 Sales of Polishes by Category: Value 2005-2010
Table 58 Sales of Polishes by Category: % Value Growth 2005-2010
Table 59 Polishes Company Shares 2006-2010
Table 60 Polishes Brand Shares 2007-2010
Table 61 Forecast Sales of Polishes by Category: Value 2010-2015
Table 62 Forecast Sales of Polishes by Category: % Value Growth 2010-2015

Surface Care in Austria – Category Analysis

HEADLINES

TRENDS
The key story in 2010 in surface care was in hygienic cleaning detergents. Household antiseptics/disinfectants is still a small category though it has been growing in recent years. Growth is expected to accelerate over the forecast period. In response to this trend, category leader Lysoform (Henkel Austria GmbH) enlarged its product assortment with specific products in the most relevant areas for disinfection: Kitchen, bath and toilet, as well as with a multi-purpose cleaning product. While the current products are clearly labelled as disinfectants, the new products are essentially positioned as surface care detergents, but with the additional benefit of disinfecting at the same time, and also leaving a fresh scent. While in other markets, claims like “99.9% removal of germs” is already very common, this represents still an upcomming development in Austria. Only launched in fall 2010, the ultimate performance of the new disinfectant products has yet to be seen.

COMPETITIVE LANDSCAPE
Surface care is made up of several specific surface care detergents and is thus, unsurprisingly, highly fragmented. Only about 50% of sales are held by big multinational companies; the rest are distributed between private label products, local companies and other brands. Private label products account for about 21% of value sales in 2010.

PROSPECTS
Surface care can be considered rather mature in Austria, so there are few niches left to explore. Category growth was dampened by the economic crisis, and little dynamism can be expected in the future. The most promising category in surface care seems to be household antiseptics/disinfectants: Austrians seem to only now be becoming more aware of germs and started looking for products that provide better security against them. The category is still comparably small overall and has so far not been characterised by great product variety, which is why it offers great potential for new competitors to enter.

CATEGORY DATA

Table 63 Sales of Surface Care by Category: Value 2005-2010
Table 64 Sales of Surface Care by Category: % Value Growth 2005-2010
Table 65 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2005-2010
Table 66 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2005-2010
Table 67 Surface Care Company Shares 2006-2010
Table 68 Surface Care Brand Shares 2007-2010
Table 69 Household Care Wipes and Floor Cleaning Systems Company Shares 2006-2010
Table 70 Household Care Wipes and Floor Cleaning Systems Brand Shares 2007-2010
Table 71 Forecast Sales of Surface Care by Category: Value 2010-2015
Table 72 Forecast Sales of Surface Care by Category: % Value Growth 2010-2015

Toilet Care in Austria – Category Analysis

HEADLINES

TRENDS
The aftermath of the economic crisis in 2010 proved that consumers preferred trusted brands over cheaper alternatives. Strong brands and increased promotional activities seem to have kept the share of private label products low and prohibited unit price decreases. This is especially true for toilet care.

COMPETITIVE LANDSCAPE
Toilet care is characterised by fierce branded competion: Henkel Austria GmbH and its brand Blue Star leads with a value share of 26% in 2010, and also leads toilet liquids and ITBs. The only local player, Erdal GmbH, is the second biggest player with Tofix, closely followed by Ambi-Pur Flush now owned by Procter & Gamble Austria GmbH, and Reckitt Benckiser’s Harpic, which was only introduced to the market in 2009.

PROSPECTS
Positive value growth is expected to continue over the forecast period across all categories with a positive constant value CAGR of 2%, driven by toilet liquids and ITBs.

CATEGORY DATA

Table 73 Sales of Toilet Care by Category: Value 2005-2010
Table 74 Sales of Toilet Care by Category: % Value Growth 2005-2010
Table 75 Toilet Care Company Shares 2006-2010
Table 76 Toilet Care Brand Shares 2007-2010
Table 77 Forecast Sales of Toilet Care by Category: Value 2010-2015
Table 78 Forecast Sales of Toilet Care by Category: % Value Growth 2010-2015