Home Care in Poland

Home care saw significant current value growth in Poland in 2024, with volume sales also rising. The local home care market continues to adapt to evolving consumer needs and economic pressures. In 2024, price adjustments slowed with inflation moderating compared to the previous year, though price sensitive purchasing behaviour remained prevalent. Eco-friendly product lines and private labels continued to gain momentum, supported by increased consumer awareness of sustainability and cost consider...

Euromonitor International's Home Care in Poland market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Home Care in Poland
Euromonitor International
February 2025
List Of Contents And Tables
HOME CARE IN POLAND
EXECUTIVE SUMMARY
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2019-2024
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN POLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consumers look for value for money
Growing focus on sustainability
Henkel Polska retains lead, while discounters consolidate position in market
PROSPECTS AND OPPORTUNITIES
Concentrated products to see further strong growth
Further development of e-commerce
Sustainability concerns to exert growing influence on innovation
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2019-2024
Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 14 Sales of Laundry Aids by Category: Value 2019-2024
Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN POLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Deepening penetration of dishwashers driving demand
Ongoing demand for hand dishwashing products
Discounters and health and beauty specialists gain share
PROSPECTS AND OPPORTUNITIES
Increasing emphasis on sustainability
Partnerships between detergent and dishwasher brands
New product development to spur value growth
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2019-2024
Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN POLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Product innovation fuels growth
Consumers look for efficacy and value for money
Expanding product portfolios
PROSPECTS AND OPPORTUNITIES
Sustainability concerns to exert growing influence
E-commerce and discounters meeting evolving consumer needs
Smart technology to offer opportunities
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2019-2024
Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN POLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Further decline
Consumers looking for safer and more convenient alternatives
Procter & Gamble leads, while discounters remains largest distribution channel
PROSPECTS AND OPPORTUNITIES
Manufacturers may look to revive interest through improved formulations
Private label set to gain share
Health and sustainability concerns to drive down sales
CATEGORY DATA
Table 44 Sales of Bleach: Value 2019-2024
Table 45 Sales of Bleach: % Value Growth 2019-2024
Table 46 NBO Company Shares of Bleach: % Value 2020-2024
Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
Table 48 Forecast Sales of Bleach: Value 2024-2029
Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN POLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
New product development supports growth
Henkel Polska stays out in front
Discounters is the leading distribution channel
PROSPECTS AND OPPORTUNITIES
New product development to play role in driving growth
Manufacturers to target increasingly eco-conscious consumer demand
Discounters expansion to support rise of private label segment
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2019-2024
Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN POLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Slight growth amidst ongoing challenges
Growing influence of sustainability
SC Johnson remains the largest player
PROSPECTS AND OPPORTUNITIES
Growth ahead, with shoe polish set to recover
Innovation likely to play role in category development
E-commerce set to see continued development
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2019-2024
Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
Table 58 NBO Company Shares of Polishes: % Value 2020-2024
Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN POLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Fragrance is a priority for Polish consumers
Expanding availability of diffusers
Yankee Candle remains significant despite share erosion
PROSPECTS AND OPPORTUNITIES
Olfactory and visual aesthetics a primary focus of consumer demand
Consumers set to look for natural ingredients and sustainable packaging
Higher-end retailers promoting air care products
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2019-2024
Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
Table 65 NBO Company Shares of Air Care: % Value 2020-2024
Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN POLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Prolonged periods of warm weather influence demand
Focus on innovation
Preference for prevention and convenience
PROSPECTS AND OPPORTUNITIES
Climate change to affect demand
Private label expected to develop a stronger presence
Opportunities for natural products and repellents
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2019-2024
Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029

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