What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
What's hot around the globe – insights on household products 2007
This survey, which covers 61 markets across five regions around the world, accounting for more than 85% of the world's GDP and over 70% of the world's population, focuses on categories that contain products used around the home to keep it clean and running smoothly. Examples include dish, laundry and hand detergents; brooms, brushes and mops; bleaches and disinfectants; batteries; and plastic and aluminium wraps and bags.
Nielsen analysed data across 29 household products categories, as well as several similar sub-categories of products to understand the changes affecting the categories. In addition, the company included measures of private label products within each category, to show the impact of both manufacturer and retailer products as drivers of consumer purchasing behaviour.
Overall, global growth of household products was up 6% in mid-2007. Based on Nielsen's analysis, there are several key themes that have affected the growth within the household products categories:
• Innovation: marketers redefine basic products with more style, variety (e.g. Air Fresheners)
• Conservation: consumers want to do their part and manufacturers deliver (e.g. eco-friendly laundry detergent, smaller packaging)
• Health and Safety: consumers want to keep their homes clean, healthy
As with other Nielsen studies, this survey 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 Nielsen Homescan consumer panel service has also been included to provide a total market read that includes Wal-Mart information.
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