Pulse Report Household Q3 2012

Welcome to the Pulse Q3 2012 edition for Household. We hope you find it useful.
Please do not hesitate to contact us if you have any questions or comments at EU.Marketing@symphonyiri.com
SymphonyIRI
Household
Pulse
www.SymphonyIRI.eu
Household SymphonyIRI Pulse Q3 2012
About the Report

This Household report is one of 10 super category reports designed to show high-level comparison and analysis for retail markets across major countries in Europe. This report contains data gathered from around Europe. This market was split into the following categories: Air Fresheners, Dishwash, Household Cleaners, Shoe Cleaners, Cleaning Supplies, Insecticides, Fabric Detergents, Fabric Enhancers and Paper Disposables. The report highlights key metrics such as total sales figures, market trends, category shares, winners and losers for Europe and for individual countries. The data has been sourced from Symphony IRI Group retail databases and Eurostat the statistical branch of administration for the European Commission. The countries included in the report are: France, Germany, Italy, Netherlands, Spain and the UK. The market channels used for each country in this report are as follows:
Country UK ES DE NL IT FR Channels used Hypermarkets, Supermarkets, Drugstores and Impulse Outlets Hypermarkets, Supermarkets, Hard Discounters, Drugstores and includes the Canary Islands Hypermarkets, Supermarkets, Hard Discounters and Drugstores Hypermarkets, Supermarkets, Hard Discounters and Drugstores Hypermarkets, Supermarkets, Small Self Service, Hard Discounters and Drugstores Hypermarkets and Supermarkets
For analytical purposes the data sourced from available retail databases has been consolidated to provide consistent results. However, for some countries it has not been possible to source data pertaining to certain categories. When this has occurred it has been documented in the Notes section found at the end of the report.
www.SymphonyIRI.eu
In the Radar
Price rises have been a key driver of value growth in many Household categories in 2012. As we start to annualise against these, and with already high levels of volume on deal, NPD could be a key driver of growth in 2013 and could justify higher prices.
Sam Cialis Senior Insight Manager, SymphonyIRI Group Contact: Sam.Cialis@SymphonyIRI.com Tel : +44 1344 747910
Economic figures influencing consumer behavior

Average 12 Months Inflation Rate
Population in Millions
Unemployment (%)
GDP in Millions ()
January 2011 France Germany Italy Netherlands Spain United Kingdom 65.0 81.7 60.6 16.6 46.1 62.4
January 2012 65.3 81.8 60.8 16.7 46.1 62.9
Dec. 2011 9.7 5.9 8.4 4.4 21.6 8.4
Average 2012 10.3 5.5 10.7 5.3 25.1 7.9
Dec. 2011 +2.3 +2.5 +2.9 +2.5 +3.1 +4.4
Average 2012 +2.5 +2.4 +3.5 +2.8 +2.3 +3.7
2011 (Estimate) 1,987,699 2,567,000 1,586,209 607,435 1,074,940 1,747,315
2012 (Estimate) 2,033,702 2,645,862 1,565,770 609,133 1,050,211 1,913,070
Source Eurostats, October 2012
www.SymphonyIRI.eu
Global Trends
Value sales and growth and decline in the last year
Value Sales in Millions ()
+2.2%
Total EU DE
28,051 6,578 5,887 5,626 4,948* 3,992 1,020
+1.1%
IT
+0.6%
FR UK ES NL
+4.2%
*based on an exchange rate of 1.150 to the pound
Positive Trend Static Trend
+0.8% 0.0%
Negative Trend
TOTAL EUROPE +1.5%
Value sales for the last six quarters

Millions 8,000
7,000 1,330 1,435 1,379 1,394 1,384 1,470
6,000
France Germany Italy
5,000
1,595
1,673
1,631
1,676
1,625
1,646
4,000 1,491 255 2,000 1,006 1,523 258 1,034 1,432 247 972 1,476 261 982 1,473 256 1,005 1,506 256 1,033
3,000
Netherlands Spain UK
1,000 1,190 0
3-Jul-11 2-Oct-11 1-Jan-12 2-Apr-12 1-Jul-12 1-Oct-12
1,234
1,209
1,259
1,231
1,249
Period Ending
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
www.SymphonyIRI.eu
Europe
Category Value Sales and Share of Value in the Last Year

21.2%
9,000
8,520
14.9%
8,000 7,000 6,000
5,945 4,184 2,845 2,684 1,6821,506 535

150
Millions Euros
5,000 4,000 3,000 2,000 1,000
10.1% 30.4%
9.6% 0.5% 1.9% 5.4% 6.0%
Paper Disposables Dishwash Cleaning Supplies
Fabric Detergents Fabric Enhancers Insecticides
Household Cleaners Air Fresheners Shoe Cleaners
Top 5 Categories Evolution

Value Sales () and % Change vs. Yr Ago
8,520.37
Key trends France and the UK are gaining share of Household at the expense of the larger but static German and Italian markets. All countries have grown vs Q2 but France and the UK are the only countries to grow vs Q3 2011. Sales are up 1.5% with Dishwash growing at the fastest rate across the top 5 categories but Fabric Detergents are delivering the largest absolute growth. All of these categories are in growth with only Shoe Cleaners and Air Fresheners in decline. Overall Household sales are at their highest point over the last 6 quarters but can this price-led growth continue in 2013 after signs that growth is slowing?
5,944.51
Millions
4,184.05
2,844.50 3.1 1.0 1.1 3.8
2,684.43
0.2
Paper Disposables
Fabric Detergents
Household Cleaners
Dishwash
Fabric Enhancers
Total Sales
% vs. YA
Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
www.SymphonyIRI.eu
Europe
Top 5 Winners: Value Sales chg vs. Yr Ago ()

0 Fabric Detergents 50 100 150 Millions 200
-7
Top 5 Losers: Value Sales chg vs. Yr Ago ()

Millions
-6 -5 -4 -3 -2 -1 0
180.6
Dishwash
104.8
Paper Disposables Household Cleaners Fabric Enhancers
83.1
44.3
-4.2
Shoe Cleaners
5.2
-6.3
Air Fresheners
Category Insights Fabric Detergents continues as the largest growth category in absolute terms. All countries exc Spain have had significant growth. Dishwash also has good levels of growth and has overtaken the slowing Paper Disposables in terms of absolute growth. It is the only category to grow across all European countries with the Hand sector key to driving this growth. Paper Disposables continues to achieve high growth figures, driven by the increased costs of raw materials. This category is successful in every country with the exception of Germany where it is the biggest source of loss and Italy. Growth continues to slow across the continent. Insecticides has turned around its poor performance during this summer season and is no longer in decline. Air Fresheners is the largest declining category, driven by Spain and Italy. Evidence that non-essential categories are most affected.
Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
www.SymphonyIRI.eu
France

22.6% 14.5%
1,600 1,400 1,200
1471 1274
Millions Euros
10.6% 26.1% 9.5% 0.6% 2.3% 5.9% 7.9%
1,000 800 600 400 200 0
816 594 534
443 331 132 32
Paper Disposables Dishwash Air Fresheners

Key trends
Household Cleaners Cleaning Supplies Shoe Cleaners

1,470.56 1,273.71
French market growth rate still n1 in Europe (+4.3% vs +1.6%) Household products are far more dynamic than FMCG products, which grow by 3.3% on the last MAT
815.83
Millions
593.91
533.81
6.8 4.5 2.6
5.4 1.6
Paper Disposables
Fabric Detergents
Household Cleaners
Dishwash
Fabric Enhancers
As for Q3, all of the Household categories have experienced value growth this MAT with the exception of Shoe Cleaners. Fabric Detergents grow at the fastest rate followed by Insecticides.
Total Sales
% vs. YA
www.SymphonyIRI.eu
France

0
Fabric Detergents Paper Disposables

Millions
-0.4 -0.4 -0.3 -0.3 -0.2 -0.2 -0.1 -0.1 0.0
20
40
60
80
Millions 100
81.5
63.1 30.4
Dishwash
Household Cleaners
20.4
-0.4
Shoe Cleaners
Air Fresheners
9.4
Category Insights Fabric Detergents is still driving the overall Household growth in France. The category benefits from the positive impact of Liquid Concentration and from the continuing development of Capsules. Paper Disposable growth mainly comes from Toilet Paper, through base sales. Private Labels are still strongly contributing to all the Paper Disposable segment growth. Dishwash growth both comes from the Hand and Automatic sectors. On HDW, all major brands as well as PLs contribute to market growth. On ADW, strong contribution from Unilever (innovation, promotion and good base sale trend). Base sales are in growth thanks to more items per store. Household Cleaners continue to grow thanks to Multipurpose Cleaning. In this sector, Reckitt Benckiser low price strategy enables it to record the highest growth rate. Air Fresheners ahead of Fabric Enhancers this quarter. This category mainly grows through innovation.
www.SymphonyIRI.eu
Germany

20.9%
2,500
2,229
14.9%
2,000
Millions Euros
1,500
1,373 980 701 588 372 234
33.9% 10.7%
1,000
500
0.3% 1.2% 3.6%
8.9% 5.7%
77
23

2.229,46
Key trends Hypermarkets, Soft Discounter and Grocery recording growth in total household category; whereas Drugstores (due to Schlecker insolvency) and Hard Discounters posted a decline. More than 20% of the value sales are through promotions for Household category and is aiming to go higher still (overall market ex. Hard Discounters).
588,32
1.373,32
Millions
980,49 701,36
-1.5
Paper Disposables
3.2
Fabric Detergents
0.7
Household Cleaners
3.6
Dishwash
-0.5
Fabric Enhancers
vs. YA
% vs. YA
Drugstores faced a decline in most of the household categories, though the promotional sales saw a growth. Hard Discounters also experienced losses in all categories, whereas Soft Discounters saw a stable moderate growth.
www.SymphonyIRI.eu
Germany

0
Fabric Detergents
10
20
30
Millions 40 50

Millions
-35.0 -30.0 -25.0 -20.0 -15.0 -10.0 -5.0 0.0
42.6
Dishwash
24.3
-1.8
Shoe Cleaners
Household Cleaners
7.2
-2.9
Fabric Enhancers
Air Fresheners
4.2
-33.3
-4.9
Insecticides
Cleaning Supplies
3.5
Paper Disposables
Category Insights Fabric Detergents is the leading category constituting (about 21% share) of the total category sales; the main driver for the growth is All Purpose Washing Detergents which experiences growth in all channels except Hard Discounters. Major contributor being Hypermarket with approx. 42% and still growing promotional activities. Most of the channels see a volume decline due to an increase for price/ volume. Dishwash experiences a growth attributing to the development in Hand dishwashing category with a market share of 33% approx. The development of Hand dishwashing is mainly driven by a price increase of private labels. Household Cleaners growth was driven by main segment Toilet bowl Cleaner. Hypermarkets and drugstores have seen growth in promotions and price/volume. While Paper Disposables hold the maximum share in the Household segment is on a declining trend. All the categories except for toilet paper and wet wipes are decreasing. While wet toilet paper continues to grow while traditional toilet paper remains stable.
10
www.SymphonyIRI.eu
Italy

19.1% 16.9%
1800 1600 1400
1,647
Millions Euros
1200 1000 800 600 400 200
1,127 995 596 571
10.1% 28.0% 9.7%
485 227 194 45
0.8% 3.3% 3.8%
8.2%
Paper Disposables Fabric Enhancers Air Fresheners
Fabric Detergents Dishwash Insecticides
Household Cleaners Cleaning Supplies Shoe Cleaners

1.647,01
Key trends
Italian Macro Economical scenario is in deep recession: consumption is decreasing twice the rate of 2009 and strongly decreasing versus Q2, unemployment is steadily increasing and GDP forecast also for 2013 is more negative than expected. Inflation is decreasing if compared with previous months and consequently there is a slowing down in expense growth. Promotional volume sales are still slowly increasing, especially for branded products.
3.4
Dishwash
1.126,77
Millions
995,50
596,07
571,02
-0.4
Paper Disposables
2.4
Fabric Detergents
-0.9
Household Cleaners
-1.0
Fabric Enhancers
Total Sales
% vs. YA
Due to this general downturn, Private Labels are gaining market share more and more in every segment of FMCG. An unexpected growth in premium private labels.
11
www.SymphonyIRI.eu
Italy

0
Fabric Detergents

Millions -16.0 -14.0 -12.0 -10.0 -8.0 -6.0 -4.0 -2.0 0.0
10
15
20
Millions 25 30
26.8
-5.9
Fabric Enhancers
Dishwash
18.8
-6.6
Paper Disposables
Insecticides
0.5
-7.6
Cleaning Supplies
-8.8
Household Cleaners
-14.9
Air Fresheners
Category Insights Comparing to Food and Beverage, Households markets are still negative in volume and also in value in 2012 (YTD), even if there are some channels such as drugstores and discounters that are quite positive. Also, some important markets such as Fabric Detergents and Enhancers are structurally changing their offer. Among the top 5 household categories only Fabric Detergents and Dishwash are increasing in value. Fabric Detergent growth due to Machine washing, but volume is decreasing due to the general downsizing. Paper Disposables for the first time static (-0.4%) mainly due to the toilet paper decrease and paper wraps increase. This market is a Private label domain. Fabric Enhancers are now negative again after a settled Q1 and some months of a strong decrease: machine descalers still have a positive trend but other categories are decreasing. In the softeners market we audited the same dynamic of downsizing as Fabric Detergents. In Dishwashing categories, both auto dish washing and hand dish washing are growing. Both categories are strongly promoted in store whilst hand dish washing is a private label domain. Only Machine additives are negative. Private Labels confirmed strong growth. As a new phenomenon there is an interesting increase in premium price private label. PL are using promotions more and more using similar leverage and discount level as branded products.
12
www.SymphonyIRI.eu
Netherlands

22.3%
400 350
334
16.0%
Millions Euros
300 250 200 150 100 50
227 163 120 85 51 31 7 1.75
32.8% 11.7%
0.2%
0.7% 3.1%5.0%
8.3%

334
Key trends Paper disposables continues to grow both in value and volume. Heavy promotions continue in both supermarket and drug channel. Price outgrows volume growth in both channels Fabric detergents continue to grow in Euro sales, sparked by the growth of general washing detergents due to price increases.
85
227
Millions
163 120
5.0 1.8 2.1 -0.3 -5.5

Paper Disposables Fabric Detergents Household Cleaners Dishwash Fabric Enhancers
As stated in previous report, the price increases continue in a lot of categories, including dishwashing, where hand wash continues to grow stronger due to the crisis.
Total Sales
% vs. YA
13
www.SymphonyIRI.eu
Netherlands

0
Paper Disposables
Millions 8

Millions
-6.0 -5.0 -4.0 -3.0 -2.0 -1.0 0.0
5.9
Dishwash
5.7
-0.5
Household Cleaners
Fabric Detergents
4.8
-2.2
Air Fresheners
1.2
-4.9
Cleaning Supplies
Insecticides
0.9
Fabric Enhancers
Category Insights Consumers seem to continue to be more selective in their choices, Fabric Enhancers is more and more dropped from the shopping list, as it continues to drop in euro sales. This and other examples indicate that consumers stick more to the necessities and due to the crisis dropping items that could be perceived as luxury. A similar explanation can be given for the decrease in Cleaning Supplies, where consumers seem to make choices on what they really need or not, volume is especially down, overall result is compensated by price increase minimizing the loss in euro sales. Consumers seem to buy in more and more volume driven promotions explaining the growth of for example Paper Disposables, which at the same time is more driven by the price increases. These promotions are done in both drug and supermarket channel both trying to win the consumer over. Fabric Detergents continued growth in euro sales due to price increases, although it grew in both volume and price, the latter grew at a higher rate. The growth was caused solely by main wash white, which grew in price the fastest. Pre-wash continued the decline. Drug profited of a stronger growth rate than supermarket chains, but their relative turnover is still much smaller than supermarket. This is one of the other areas where drug continues to gain turnover from supermarkets, supported by continued promotions.
14
www.SymphonyIRI.eu
Spain

20.7% 15.2%
1400 1200 1000
1,174 825 608 378 354 266 263 106 17
Millions Euros
9.5% 29.4% 8.9%
800 600 400 200
0.4% 2.7%
6.7% 6.6%
Paper Disposables Fabric Enhancers Cleaning Supplies
Fabric Detergents Dishwash Insecticides

Key trends
The Spanish market registers growth in Q3 (+2.9%). That growth comes, in equal parts, from demand increase and price increase. By channels, beyond the dynamic Big Supermarket, the Medium Supermarkets register a positive trend in the last few months. All this in detriment on Hypermarkets that have lost ahead of Supermarkets in the last couple of years. The Household market has a lower increase (+0.7%) and this comes equally from price and demand. By channels, the structure is very similar to the FMCG market with a very strong Supermarket due to the growth in Big and Medium Supermarkets. Hypermarkets and Drugstores are in decline.
1,174
Millions
825
608
378
354
3.2
Paper Disposables
-0.2
Fabric Detergents
0.6
Household Cleaners
-0.1
Fabric Enhancers
1.9
Dishwash
Total Sales
% vs. YA
15
www.SymphonyIRI.eu
Spain

0
Paper Disposables
10
20
30
Millions 40

Millions
-12.0 -10.0 -8.0 -6.0 -4.0 -2.0 0.0
35.9
-0.4
Fabric Enhancers
Dishwash
6.6
-1.0
Shoe Cleaners
Household Cleaners
3.7
-3.2
-1.5
Fabric Detergents
Insecticides
-10.4
Air Fresheners
Category Insights All segments are growing in Paper Disposables. Except toilet paper, all have a flat volume trend (price increase explains the growth in these segments). In the toilet paper segment, the growth of big packs is driving the category. There is a change in consumer habits for the Fabric Detergents category. Due to the innovation in recent years, Liquid detergents has won market share and is still growing. Concentrates, with their smaller size and their lower medium price has the change possible, in detriment of Powders. Capsules are also contributing to growth. In Cleaning Supplies, gloves' growth is explained by bigger packs in the category (50 gloves package), that enable value and volume growth above 5% in this single sector. Besides this, added value mops (more expensive than traditional ones) are growing in the last few periods, so they are driving the value growth too. Air Fresheners are decreasing due to lost sales in all the segments, except Automatic Air Fresheners. This is the most heavily declining category in the Household market. Even Private Label is decreasing and only the new launches in Automatic Air Fresheners contribute to growth. Insecticides is a very seasonal category and its decrease comes from climatological reasons. Also, PL is increasing above 5% in volume and value which has had a detrimental effect on the category.
16
www.SymphonyIRI.eu
United Kingdom

22.6%
1800 1600
1,665
12.6%
Millions Euros
1400 1200 1000 800 600 400
1,119
33.7% 10.2%
621
504 503 435 50 31 20
0.4%
10.2% 0.6% 1.0% 8.8%
200 0
Fabric Detergents Fabric Enhancers Shoe Cleaners
Household Cleaners Air Fresheners Insecticides

1,665.29
Key trends The UK is ahead of the European market growth rate (+2.2% vs +1.5%) with sales growth rate second only to France. Value sales are up vs last quarter and have grown vs last year. All of the Household categories have experienced value growth this MAT. Of the 5 largest categories, Dishwash continues to grow at the fastest rate followed by Household Cleaners. Q3 included a boost in the UK with the hosting of the Olympics. Many Household categories had more promotional support at this time as P&G were one of the sponsors.
1,118.71
Millions
621.28 504.38 503.14
2.4 1.1
3.7
3.9
2.2
Paper Disposables
Fabric Detergents
Household Cleaners
Dishwash
Fabric Enhancers
Total Sales
% vs. YA
Data for the United Kingdom does not include Northern Ireland Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
17
www.SymphonyIRI.eu
United Kingdom

0
Fabric Detergents Household Cleaners
10
15
20
Millions 25 30

Millions 0.0 0.0 0.0 0.0 0.0 0.0 0.0
26.4
22.3
Dishwash
18.8
Paper Disposables Fabric Enhancers
18.1
11.0
Category Insights Fabric Detergents are driving growth this quarter. Main Wash has strong growth this year but non-essential parts of the Wash (Wash Treatments) are in decline. Unilever has driven growth across Liquid Conc, Capsules and Powder but P&G has strong gains on a 12wk basis with strong promotional support in the build up to the Olympic games. Growth is driven by no of items and promoted price. Household Cleaners continue to grow across the sectors. Reckitt Benckiser are driving this in Cleaning whilst Unilever drive growth in Toilet and Bleach (through innovation). Cleaning growth is driven by more items per store and base price increases. Dishwash growth is driven by the Hand sector and led by Own Label, Lever Faberge and P&G. There is a positive underlying rate of sale trend within the category whilst promotional effectiveness has decreased. Paper Disposables is no longer driving the overall Household growth in the UK as it is overtaken by 3 of the top 5 categories. Own Label is suffering large losses in Soft Tissue and Household Towels with SCA gaining in these areas. Fabric Enhancers has made the top 5 contributors to growth list in place of Air Fresheners. P&G and Unilever are driving growth within the Rinse Conditioners sector with growth from the effectiveness of promotions. Activity on larger packs has been key to getting existing shoppers to buy more.
Data for the United Kingdom does not include Northern Ireland Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
18
www.SymphonyIRI.eu
Final Notes
Notes on Category Definitions for Countries Due to the diverse products found in individual countries across this market it was necessary to consolidate the available data into the categories in this report. In some cases it wasnt always possible to align products across all 6 countries hence the need to highlight any anomalies in the report. Those exceptions are listed below: Shoe Cleaners The Germany and France data in this report includes leather cleaning products Tools The UK data in this report only contains Rubber Gloves for this category The Germany data in this report does not include Mops, Brushes or Rubber Gloves Fabric Enhancers The UK data in this report does not include stain remover or fabric bleach products The Italy data in this report does not include Tumble Dry Enhancers The Spain data in this report does not include Anti Lime scale for Laundry, Tumble Dry Enhancer or Fabric Storage products Paper Disposables The France data in this report does not include Wet Wipes The UK data in this report does not include Paper Napkins
19
www.SymphonyIRI.eu
Resources
To gain insight into opportunities across specific categories, segments, channels or retailers, contact your SymphonyIRI client service representative regarding custom analyses leveraging the following resources: InfoScan Census is a syndicated retail tracking service that enables manufacturers and retailers to acquire industry insights used to make better business decisions. InfoScan Census utilizes the data that SymphonyIRI Group collects from grocery, drug, and mass merchandise retailers to provide the most comprehensive and accurate syndicated data offering in the Fast Moving Consumer Goods (FMCG) sector. With access to accurate, granular detail by category, geography, measure, and time period, clients have the tools needed to develop marketing and sales strategies based on product performance, distribution, and promotion responsiveness. All data about frozen foods are coming from InfoScan Census. SymphonyIRI Consulting provide strategic insights and advice leveraging a variety of data sources, predictive analytics, enabling technologies, and business analyses to help CPG manufacturers and retailers address significant sales and marketing issues effectively
About SymphonyIRI Group SymphonyIRI group, formerly named Information Resources, Inc. (IRI), is the global leader in innovative solutions and services for driving revenue and profit growth in CPG, retail and healthcare companies. SymphonyIRI offers two families of solutions: core IRI solutions for market measurement and symphony advantage solutions for enabling new growth opportunities in marketing, sales, shopper marketing and category management. SymphonyIRI solutions uniquely combine content, analytics and technology to deliver maximum impact. SymphonyIRI helps companies create, plan and execute forward-looking, shopper-centric strategies across every level of the organization. For more information, visit www.SymphonyIRI.eu
Contact: SymphonyIRI Group, EU.Marketing@SymphonyIRI.com, Tel: +33 1 30 26 81 00
20
www.SymphonyIRI.eu

Pulse Report Household Q3 2012

Încărcat de

Informații document

Descriere originală:

Drepturi de autor

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Pulse Report Household Q3 2012

Încărcat de

Drepturi de autor:

Welcome to the Pulse Q3 2012 edition for Household. We hope you find it useful.

Household SymphonyIRI Pulse Q3 2012

About the Report

Household SymphonyIRI Pulse Q3 2012

Economic figures influencing consumer behavior

January 2012 65.3 81.8 60.8 16.7 46.1 62.9

Dec. 2011 9.7 5.9 8.4 4.4 21.6 8.4

Average 2012 10.3 5.5 10.7 5.3 25.1 7.9

Dec. 2011 +2.3 +2.5 +2.9 +2.5 +3.1 +4.4

Average 2012 +2.5 +2.4 +3.5 +2.8 +2.3 +3.7

2011 (Estimate) 1,987,699 2,567,000 1,586,209 607,435 1,074,940 1,747,315

2012 (Estimate) 2,033,702 2,645,862 1,565,770 609,133 1,050,211 1,913,070

Source Eurostats, October 2012

Household SymphonyIRI Pulse Q3 2012

28,051 6,578 5,887 5,626 4,948* 3,992 1,020

*based on an exchange rate of 1.150 to the pound

Positive Trend Static Trend

TOTAL EUROPE +1.5%

Value sales for the last six quarters

7,000 1,330 1,435 1,379 1,394 1,384 1,470

France Germany Italy

Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12

Household SymphonyIRI Pulse Q3 2012

Category Value Sales and Share of Value in the Last Year

8,000 7,000 6,000

5,945 4,184 2,845 2,684 1,6821,506 535

5,000 4,000 3,000 2,000 1,000

9.6% 0.5% 1.9% 5.4% 6.0%

Paper Disposables Dishwash Cleaning Supplies

Fabric Detergents Fabric Enhancers Insecticides

Household Cleaners Air Fresheners Shoe Cleaners

Top 5 Categories Evolution

2,844.50 3.1 1.0 1.1 3.8

Household SymphonyIRI Pulse Q3 2012

Top 5 Winners: Value Sales chg vs. Yr Ago ()

Top 5 Losers: Value Sales chg vs. Yr Ago ()

Paper Disposables Household Cleaners Fabric Enhancers

Household SymphonyIRI Pulse Q3 2012

Category Value Sales and Share of Value in the Last Year

10.6% 26.1% 9.5% 0.6% 2.3% 5.9% 7.9%

1,000 800 600 400 200 0

816 594 534

443 331 132 32

Paper Disposables Dishwash Air Fresheners

Fabric Detergents Fabric Enhancers Insecticides

Household Cleaners Cleaning Supplies Shoe Cleaners

Top 5 Categories Evolution

6.8 4.5 2.6

Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12

Household SymphonyIRI Pulse Q3 2012

Top 5 Winners: Value Sales chg vs. Yr Ago ()

Top 5 Losers: Value Sales chg vs. Yr Ago ()

Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12

Household SymphonyIRI Pulse Q3 2012

Category Value Sales and Share of Value in the Last Year

1,373 980 701 588 372 234

0.3% 1.2% 3.6%

Paper Disposables Dishwash Cleaning Supplies

Fabric Detergents Fabric Enhancers Insecticides

Household Cleaners Air Fresheners Shoe Cleaners

Top 5 Categories Evolution

Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12

Household SymphonyIRI Pulse Q3 2012

Top 5 Winners: Value Sales chg vs. Yr Ago ()

Top 5 Losers: Value Sales chg vs. Yr Ago ()

Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12