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...all products intended for consumers, more than individual, specific products. Companies that comprise the consumer products industry design, manufacture, and/or market apparel, cleaning products, hand and power tools, home furniture, house wares, linens, consumer electronics and appliances, and personal care products.
The market environment of the consumer products industry is highly competitive, with both global and local competitors. Many of the markets and industry segments face competition against other branded products, as well as retailer and private-label brands. Additionally many segments are differentiated by price (referred to as premium, mid-tier and value-tier products). Most of the globally established companies in the industry manufacture premium and mid-tier products.
Competitors in the Personal Consumer Products Industry
Procter and Gamble
Unilever
Kimberly Clark
Colgate Palmolive
Johnson and Johnson
Avon
Bath and Body Works
Body Shop
Because the industry is highly segmented and a wide range of products classes are offered an analysis of the industry without being specific to segments is very complex. However, some trends have developed in the industry over the last 25 years:
Discount channels are gaining ground and may reach 30-40% market share in the years ahead.
Manufacturers are focusing on fewer brands
Manufactures are struggling with low growth rates in the industry
New forms of cross-industry collaborations are forming
Competitive Profile Matrix: Consumer Goods Industry
Critical
Competitive Variables Procter & Gamble Johnson & Johnson Unilever Colgate Palmolive Bath &Body Works
Wt. Rank W*R Rank W*R Rank W*R Rank W*R Rank W*R
Branding .15 4 .6 3 .45 4 .6 4 .6 4 .6
Go-to-market capability .12 4 .48 3 .36 4 .48 3 .36 2 .24
Innovation .12 4 .48 4 .48 4 .48 4...
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