Private Label: growing size and scale
Recent data from Euromonitor show that in 2009, Private Label Household products are now ranked No. 5 globally behind Procter & Gamble (No. 1), Unilever (No. 2), Reckitt Benckiser (No. 3) and Henkel (No. 4). Whilst all the four leading manufacturers lost share globally, Private Label increased its share of the global Household products market from 6.3% to 6.4%.
In Personal Care Private Label is now ranked in 10th place globally with a 2.4% share of the market providing significant opportunities for further growth.
| Private Label growth outperforming top five global Household care companies | |||
|---|---|---|---|
| Company | 2008* | 2009* | Trend in Market share |
| Proctor & Gamble | 18.7% | 18.6% | Decrease |
| Unilever | 10.2% | 10.1% | Decrease |
| Reckitt Benckiser | 8.9% | 8.7% | Decrease |
| Henkel | 7.0% | 6.6% | Decrease |
| Private Label | 6.3% | 6.4% | Increase |
| SC Johnson | 6.3% | 6.2% | Decrease |
| Colgate Palmolive | 3.7% | 3.8% | Increase |
| Kao Corp | 2.0% | 2.3% | Increase |
| Clorox | 1.7% | 1.8% | Increase |
| Sara Lee | 1.7% | 1.6% | Decrease |
| Lion Corp | 1.3% | 1.4% | Increase |
| Private Label Personal Care enters global top ten Personal Care and Beauty rankings | |||
|---|---|---|---|
| Company | 2008* | 2009* | Trend in Market share |
| Proctor & Gamble | 11.9% | 11.7% | Decrease |
| L'Oreal | 10.4% | 10.1% | Decrease |
| Unilever | 6.6% | 6.8% | Increase |
| Colgate Palmolive | 3.7% | 3.7% | No Change |
| Avon | 3.4% | 3.4% | No Change |
| Beiersdorf | 3.3% | 3.3% | No Change |
| Estee Lauder | 3.2% | 3.1% | Decrease |
| Johnson & Johnson | 2.9% | 2.9% | No Change |
| Shiseido | 2.3% | 2.5% | Increase |
| Private Label | 2.3% | 2.4% | Increase |
(Source : Euromonitor) *Calendar year performance.
Global: Private Label penetration by value 2010-2015 (%)
When Buying cleaning or household products, how often do you do the following?
