Market research on the home care industry. Our reports feature a ...
Market research on the home care industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and share data, distribution and industry trends.
As the fourth largest home care player in the world, Henkel derives most of its industry revenue from its laundry care business, while dishwashing and toilet care have grown the strongest. Despite a decline in market share, the company managed to…
Amid high inflationary pressure and economic uncertainty in markets around the globe, the home care industry is also facing a deceleration in sales growth due to a softening of pent-up demand after the pandemic. SC Johnson’s growth potential within…
In 2023, surface care registered a weaker performance in volume terms, as consumers grapple with the high costs of living. The local economy struggled to recover from inflationary pressures and the ongoing Russian-Ukrainian conflict. Many…
In the last four years of the review period (2020-2023), the home care disinfectants category witnessed the sharpest movements in the entire home care market. Together with all purpose wipes, these products soared during the peak months of the…
Asia Pacific is the fastest growing region for surface care globally. Given the large consumer base and low per capita spending, there is huge potential. Various positive factors will enable increased usage and sales. These include increased product…
After experiencing post-COVID revenge spending and indulging in leisure activities, consumers found themselves spending more time at home in 2023, partly due to the high cost of living. The trend of cooking at home was particularly pronounced,…
Surface care saw a healthy increase in current value sales in 2023, driven by rising average unit prices, while overall volume sales saw a decline. Despite local consumers maintaining higher standards for hygiene and cleanliness post-pandemic, with…
Surface care registered minimal volume growth in 2023. This was partly because with society fully opened up post pandemic and people out and about more, there was less cleaning. Bathroom cleaners registered the highest value growth. However,…
Following a steep fall in 2022, volume sales in surface care remained under pressure in 2023. Inflation and the drop in disposable income for Belgian households meant that many consumers were careful about the amount of product they used when…
Surface care is recording further growth in Bolivia in 2023. The impact of the pandemic has boosted the adoption and use of task- or room-specific cleaning products, especially bathroom cleaners and limescale removers. Bathroom cleaners have…
Surface care excluding wipes witnessed marginal retail volume growth in 2023, due to the maturity of this category and weaker demand in the face of price increases. The moderate growth of home care disinfectants is lifting sales across the entire…
In 2023, surface care experienced single-digit retail value and volume growth rates. In comparison to the previous year, retail volume growth was marginally higher, supported by the consistent demand for multi-purpose cleaners, bathroom cleaners,…
Surface care in Bulgaria continued to decline in retail volume in 2023, much of which is the consequence of the category's unusual growth during the COVID-19 pandemic. As a result, sales are declining in comparison as usage returns to pre-pandemic…
Surface care in Cameroon in 2023 was being driven by the popularity of multi-purpose cleaners, which command widespread consumer preference due to their cost-effectiveness, versatility, and abundant availability. The presence of local brands and…
In 2023, retail value grew on the surface care landscape due to inflation-driven price increases. These rises challenged volume sales, leading to an overall retail volume decline, further driven by consumers using fewer products as they transitioned…
In 2023, retail volume sales of surface care experienced a significant decline for the third consecutive year, to remain below pre-pandemic levels. The drop in demand can be explained by the waning impact of the pandemic, with Chileans cleaning less…
COVID-19 strengthened Chinese public hygiene awareness and drove surface care sales, with double-digit growth in retail sales value in 2022. In 2023, with the end of COVID-19 restrictions in China, surface care product growth slowed to a…
The COVID-19 pandemic triggered a sharp increase in demand for surface care products, particularly in multipurpose cleaners and home disinfectants. In the following years, retail volumes have receded although total surface care sales remain well…
Overall, surface care registered muted volume growth in 2023. However, given the diversity of this product area, some products performed better than others. Reckitt Benckiser continued to have a strong lead in surface care, thanks to its wide…
Croatian consumers largely prefer multi-purpose surface care products as they offer a convenient and efficient way to clean different surfaces with just one product, thereby saving time, money and storage space. In 2023, the majority of consumers had…