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1、 Global - Bleach 0199 - 0013 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 1 MarketLine Industry Profile Global Bleach November 2012 Reference Code: 0199-0013 Publication Date: November 2012 WWW.MARKETLINE.COM MARKETLINE. THIS PROFILE IS A LICENSED PRODUCT
2、AND IS NO T TO BE PHOTOCO PIED Global - Bleach 0199 - 0013 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 2 EXECUTIVE SUMMARY Market value The global bleach market grew by 0.7% in 2011 to reach a value of $3,058.1 million. Market value forecast In 2016, the
3、global bleach market is forecast to have a value of $3,148.1 million, an increase of 2.9% since 2011. Geography segmentation Americas accounts for 40.1% of the global bleach market value. Market share The Clorox Company is the leading player in the global bleach market, generating a 23% share of the
4、 markets value. Market rivalry The global bleach products market is fairly fragmented, with the top four players holding 45% of the total market value. Global - Bleach 0199 - 0013 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 3 TABLE OF CONTENTS Executive S
5、ummary2 Market value 2 Market value forecast.2 Geography segmentation 2 Market share2 Market rivalry .2 Market Overview .7 Market definition7 Market analysis .7 Market Data8 Market value 8 Market Segmentation .9 Geography segmentation 9 Market share10 Market distribution 11 Market Outlook 12 Market
6、value forecast.12 Five Forces Analysis 13 Summary 13 Buyer power.14 Supplier power 15 New entrants .16 Threat of substitutes.17 Degree of rivalry18 Leading Companies19 Kao Corporation 19 The Clorox Company .22 Colgate-Palmolive Company 25 Unilever 28 Appendix.31 Global - Bleach 0199 - 0013 - 2011 MA
7、RKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 4 Methodology 31 Industry associations32 Related MarketLine research32 Global - Bleach 0199 - 0013 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 5 LIST OF TABLES Table 1: Global
8、 bleach market value: $ million, 200711.8 Table 2: Global bleach market geography segmentation: $ million, 2011.9 Table 3: Global bleach market share: % share, by value, 201110 Table 4: Global bleach market distribution: % share, by value, 2011 11 Table 5: Global bleach market value forecast: $ mill
9、ion, 201116 .12 Table 6: Kao Corporation: key facts.19 Table 7: Kao Corporation: key financials ($) 20 Table 8: Kao Corporation: key financials () 20 Table 9: Kao Corporation: key financial ratios .20 Table 10: The Clorox Company: key facts22 Table 11: The Clorox Company: key financials ($) .22 Tabl
10、e 12: The Clorox Company: key financial ratios.23 Table 13: Colgate-Palmolive Company: key facts.25 Table 14: Colgate-Palmolive Company: key financials ($).26 Table 15: Colgate-Palmolive Company: key financial ratios26 Table 16: Unilever: key facts .28 Table 17: Unilever: key financials ($).29 Table
11、 18: Unilever: key financials ().29 Table 19: Unilever: key financial ratios29 Global - Bleach 0199 - 0013 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 6 LIST OF FIGURES Figure 1: Global bleach market value: $ million, 200711 .8 Figure 2: Global bleach mar
12、ket geography segmentation: % share, by value, 2011 9 Figure 3: Global bleach market share: % share, by value, 2011 10 Figure 4: Global bleach market distribution: % share, by value, 2011 .11 Figure 5: Global bleach market value forecast: $ million, 201116 12 Figure 6: Forces driving competition in
13、the global bleach market, 201113 Figure 7: Drivers of buyer power in the global bleach market, 2011 14 Figure 8: Drivers of supplier power in the global bleach market, 2011 15 Figure 9: Factors influencing the likelihood of new entrants in the global bleach market, 201116 Figure 10: Factors influenc
14、ing the threat of substitutes in the global bleach market, 2011 17 Figure 11: Drivers of degree of rivalry in the global bleach market, 2011 .18 Figure 12: Kao Corporation: revenues whereas relatively fragmented retail markets in less developed countries result in weaker buyer power. Manufacturers o
15、f bleach products are able to differentiate their products not only by the overall function (kitchen surface or toilet bleach, for example) but also by brand, fragrance, form (gel, liquid or tablets) design and so on. A form of backward integration within the market is possible with buyers developin
16、g their own brands of private-label bleach products. Switching costs for buyers are not particularly high, which also increases buyer power in this market. Overall, buyer power is assessed as strong in the bleach products market. Global - Bleach 0199 - 0013 - 2011 MARKETLINE THIS PROFILE IS A LICENS
17、ED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 15 Supplier power Figure 8: Drivers of supplier power in the global bleach market, 2011 SOURCE: MARKETLINE M A R K E T L I N E The basic raw materials for making household bleach are chlorine, caustic soda, and water. However, most modern bleach product
18、s contain a variety of ingredients such as surfactants; solvents: agents for adjusting pH and/or viscosity; colorants; oxidizing agents; corrosion inhibitors and fragrances raw materials. The production of the chemicals used in the manufacture of bleach products is by nature a large-scale operation,
19、 and relatively few companies are able to supply each specific material. Suppliers like Trigon Chemie GmbH in Germany and KGC Chemicals in Japan have specialized in producing tailor-made chemicals for large multinational companies including manufacturers. Supplier power is strengthened by the presen
20、ce of large chemical manufacturers such as Shell Chemical, Dial Industrial Chemicals and BOC as they are able to negotiate favorable deals with manufacturers. However, a number of bleach manufacturers have integrated backwards into producing raw materials required by the industry. For example Procto
21、r home-care products primarily under the Clorox, Formula 409, Liquid-Plumr, Pine-Sol, S.O.S and Tilex brands; natural cleaning and laundry products under the Green Works brand. The household segment manufactures and markets charcoal, disposable bags for cat litter and plastic bags, wraps and contain
22、er products. The lifestyle segment encompasses food products, water-filtration systems and filters, and natural personal care products, primarily sold in the US market. The international segment manufactures and markets home-care, laundry, water filtration, charcoal and cat litter products, dressing
23、s and sauces, plastic bags, wraps and containers, and natural personal care products outside of the US. Key Metrics The company recorded revenues of $5,468 million in the fiscal year ending June 2012, an increase of 4.5% compared to fiscal 2011. Its net income was $541 million in fiscal 2012, compar
24、ed to a net income of $557 million in the preceding year. Table 11: The Clorox Company: key financials ($) $ million 2008 2009 2010 2011 2012 Revenues 5,273.0 5,158.0 5,234.0 5,231.0 5,468.0 Net income (loss) 461.0 537.0 603.0 557.0 541.0 Total assets 4,708.0 4,576.0 4,548.0 4,163.0 4,355.0 Total li
25、abilities 5,078.0 4,751.0 4,465.0 4,249.0 4,490.0 SOURCE: COMPANY FILINGS M A R K E T L I N E Global - Bleach 0199 - 0013 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 23 Table 12: The Clorox Company: key financial ratios Ratio 2008 2009 2010 2011 2012 Prof
26、it margin 8.7% 10.4% 11.5% 10.6% 9.9% Revenue growth 8.8% (2.2%) 1.5% (0.1%) 4.5% Asset growth 28.4% (2.8%) (0.6%) (8.5%) 4.6% Liabilities growth 45.3% (6.4%) (6.0%) (4.8%) 5.7% Debt/asset ratio 107.9% 103.8% 98.2% 102.1% 103.1% Return on assets 11.0% 11.6% 13.2% 12.8% 12.7% SOURCE: COMPANY FILINGS
27、M A R K E T L I N E Figure 14: The Clorox Company: revenues The Americas; and Western Europe. Although Unilevers operations are managed on a geographical basis, the group also reports revenues based on the various product categories in which it operates, which include home care, personal care, foods
28、 and refreshment. These categories act as its principal product areas, as well as the secondary reporting segments. The home care segment includes sales of home care products, such as bleach, laundry tablets, powders and liquids, soap bars and a wide range of cleaning products. Unilevers global bran
29、ds in this segment include Domestos, Omo, Surf, Comfort, Radiant, Cif, and Sunlight. The personal care segment includes skin care and hair care products, deodorants and oral care products. The food segment includes sales of soups, bouillons, sauces, snacks, mayonnaise, salad dressings, margarines an
30、d spreads, and cooking products such as liquid margarines. Key Metrics The company recorded revenues of $64,645 million in the fiscal year ending December 2011, an increase of 5.0% compared to fiscal 2010. Its net income was $6,432 million in fiscal 2011, compared to a net income of $5,904 million i
31、n the preceding year. Global - Bleach 0199 - 0013 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 29 Table 17: Unilever: key financials ($) $ million 2007 2008 2009 2010 2011 Revenues 55,895.9 56,375.9 55,402.1 61,577.6 64,645.2 Net income (loss) 5,754.0 7,31
32、5.0 4,688.4 5,904.3 6,431.6 Total assets 51,894.8 50,281.0 51,496.9 57,689.2 66,099.1 Total liabilities 34,060.9 35,851.4 34,056.8 36,295.2 45,340.8 Employees 189,000 174,000 168,000 165,000 169,000 SOURCE: COMPANY FILINGS M A R K E T L I N E Table 18: Unilever: key financials () million 2007 2008 2
33、009 2010 2011 Revenues 40,178.0 40,523.0 39,823.0 44,262.0 46,467.0 Net income (loss) 4,136.0 5,258.0 3,370.0 4,244.0 4,623.0 Total assets 37,302.0 36,142.0 37,016.0 41,467.0 47,512.0 Total liabilities 24,483.0 25,770.0 24,480.0 26,089.0 32,591.0 SOURCE: COMPANY FILINGS M A R K E T L I N E Table 19:
34、 Unilever: key financial ratios Ratio 2007 2008 2009 2010 2011 Profit margin 10.3% 13.0% 8.5% 9.6% 9.9% Revenue growth 1.4% 0.9% (1.7%) 11.1% 5.0% Asset growth 0.6% (3.1%) 2.4% 12.0% 14.6% Liabilities growth (3.6%) 5.3% (5.0%) 6.6% 24.9% Debt/asset ratio 65.6% 71.3% 66.1% 62.9% 68.6% Return on asset
35、s 11.1% 14.3% 9.2% 10.8% 10.4% Revenue per employee $295,746 $323,999 $329,774 $373,198 $382,516 Profit per employee $30,445 $42,040 $27,907 $35,784 $38,057 SOURCE: COMPANY FILINGS M A R K E T L I N E Global - Bleach 0199 - 0013 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE P
36、HOTOCOPIED Page | 30 Figure 18: Unilever: revenues & profitability SOURCE: COMPANY FILINGS M A R K E T L I N E Figure 19: Unilever: assets & liabilities SOURCE: COMPANY FILINGS M A R K E T L I N E Global - Bleach 0199 - 0013 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTO
37、COPIED Page | 31 APPENDIX Methodology MarketLine Industry Profiles draw on extensive primary and secondary research, all aggregated, analyzed, cross - checked and presented in a consistent and accessible style. Review of in-house databases Created using 250,000+ industry interviews and consumer surv
38、eys and supported by analysis from industry experts using highly complex modeling & forecasting tools, MarketLines in-house databases provide the foundation for all related industry profiles Preparatory research We also maintain extensive in-house databases of news, analyst commentary, company profi
39、les and macroeconomic & demographic information, which enable our researchers to build an accurate market overview Definitions Market definitions are standardized to allow comparison from country to country. The parameters of each definition are carefully reviewed at the start of the research proces
40、s to ensure they match the requirements of both the market and our clients Extensive secondary research activities ensure we are always fully up-to-date with the latest industry events and trends MarketLine aggregates and analyzes a number of secondary information sources, including: - National/Gove
41、rnmental statistics - International data (official international sources) - National and International trade associations - Broker and analyst reports - Company Annual Reports - Business information libraries and databases Modeling & forecasting tools MarketLine has developed powerful tools that all
42、ow quantitative and qualitative data to be combined with related macroeconomic and demographic drivers to create market models and forecasts, which can then be refined according to specific competitive, regulatory and demand-related factors Continuous quality control ensures that our processes and p
43、rofiles remain focused, accurate and up-to-date Global - Bleach 0199 - 0013 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 32 Industry associations American Chemistry Society 1155 Sixteenth St, NW, Washington, DC 20036, USA Tel.: 1 202 872 4600 Fax: 1 202 77
44、6 8258 www.acs.org International Council of Chemical Associations Avenue E. van Nieuwenhuyse 4, B - 1160 Brussels, Belgium Tel.: 32 2 676 7217 Fax: 32 2 676 7217 www.icca-chem.org Society of the Chemical Industry 14/15 Belgrave Square, London, SW1X 8PS, UK Tel.: 44 20 7598 1500 Fax: 44 20 7598 1545 www.soci.org Related MarketLine research Industry Profile Bleach in the United Kingdom Bleach in France Bleach in Germany Bleach in the United States MARKETLINE | 119 FARRINGDON ROAD | LONDON, UNITED KINGDOM, EC1R 3DA T: +44 161 238 4040 | F: +44 870 134 4371 REACHUSMARKETLINE.COM