Baby Boomer Segmentation:

category with a miniscule 2% of sales; the top three brands
and all others split the rest of the category sales evenly at
49% apiece.
In the bag
Plastic storage bag sales did slightly better at 5% than the
global all-product average, with pockets of strength in Latin
America (14%) and Asia Pacific (9%). Interestingly, private
label sales for this category (8%) bested manufacturer brand
performance of 3%. The private label preference was clearly
strongest in Europe, North America and Emerging Markets,
but picking up in Asia Pacific.
A soft touch
New product formulations, improved distribution, increased
advertising penetration and price reductions contributed to
the fabric softener category sales increases in Emerging
Markets (16%) and Latin America (14%). Of note, in
Mexico, products such as Downy Libre Enjuague (Rinse-
Free) reduced the hassle factor for consumers who hand
wash by eliminating the rinse step.
The top three brands occupy the number 1, 2 and 3 positions
across the majority of markets studied and together
claim 68% of category sales.
Commodity concerns
While private label offerings earned a 12% share of global
household product sales, that penetration level underperformed
the norm reported in the ACNielsen 2005 study,
The Power of Private Label. However, the private label
expansion velocity equaled that of manufacturer branded
household products (4%), so private label neither gain nor
lost ground in relative terms.
Private label share and growth figures varied widely by category,
from a 43% share in aluminum foil with zero growth,
to an 8% share in disinfectants with a 26% growth rate.
Regional considerations such as economic development and
lifestyles influenced product uptake and utilization figures.
■ See chart 4, page 17.
Home basics
Household products weighed in with overall global growth
rates consistent with other fast moving consumer product
areas. There is no denying the influence of Emerging
Markets as a factor in household product category growth,
alongside a continuous stream of product innovations that
keep consumers engaged and prices on the rise. Uniformly,
consumers across the world gravitate to products that deliver
against two key benefits: value and convenience. C i
About the Study
This survey of Household Products included 66 markets around the world and 29 categories. These 66 markets account for
more than 90% of the world’s GDP and over 75% of the world’s population. The markets have been grouped regionally into
five areas: Asia Pacific, Emerging Markets, Europe, Latin America and North America. For the purposes of this study, Mexico
has been included in Latin America.
ACNielsen analyzed data across 29 Household Products categories, comparing year-ending data from December 2005 with
December 2004. Within these 29 categories, ACNielsen reviewed subcategories of products, which for the purposes of this study
are called “segments.” This study looks at some of these key segments to understand the changes impacting the categories.
New to the study this year is the inclusion and analysis of private label products within each category. ACNielsen Global
Services intends to include private label information in future reports on product areas, to show the impact of both manufacturer
and retailer products as drivers of consumer purchasing behavior.
As with Global Services’ other studies, this report is based on purchasing information from retailers in grocery, drug and mass
merchandise outlets and generally excludes kiosks or vending machines. In a few markets, sales from convenience stores
may be included. Within the United States, data from the ACNielsen Homescan consumer panel service has been included
to provide a total market read that includes Wal-Mart information.
18 Fall/Winter 2006