Category: House & Home
House & Home market research reports by Euromonitor International
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Surface Care in Singapore
Surface care, while performing positively in value terms, remained in a negative volume slump in 2024. This is attributed to changing lifestyles and shifting consumer priorities in the post-pandemic landscape, as people are spending more time outside the home, whether for work, social activities, or ... Read More
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Home Insecticides in Singapore
In a cross-category trend, developments in home insecticides in Singapore in 2024 were also driven by consumers’ demand for eco-friendly and non-toxic solutions. Indeed, consumers are increasingly concerned about the impact of traditional insecticides on health and the environment. This has led to a ... Read More
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Bleach in Singapore
Bleach saw flat, albeit marginally positive, volume sales in 2024, with small value sales. This shows a fairly resilient performance in a category which is facing ongoing challenges and, indeed, is expected to slump into declines over the forecast period. Notably, consumers are becoming increasingly ... Read More
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Polishes in Singapore
Polishes remained a fairly uninteresting category in Singapore in 2024, with shoe polish and furniture polish being the only relevant products. Notably, sales of shoe polish are cited to be largely supported by military demand, with a lesser impetus coming from the resurgence of consumer mobility an ... Read More
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Surface Care in Vietnam
Recent changes in lifestyle and hygiene habits significantly boosted retail volume and current value sales of surface care products in Vietnam in the review period, and this was also evident in 2024. Floor cleaning, in particular, has increasingly become a daily activity, or carried out at least sev ... Read More
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Bleach in Vietnam
Despite its maturity, bleach in Vietnam maintained solid growth in retail volume terms in 2024, along with slightly stronger retail current value growth. Not only is bleach considered affordable, it is also regarded as a powerful multipurpose home care product. However, the rates of volume growth sa ... Read More
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Dishwashing in Vietnam
Dishwashing in Vietnam saw solid growth over the review period in both retail volume and current value terms, and this continued in 2024, fuelled by shifts in lifestyle, more stringent hygiene routines, changing work patterns, and increasing awareness of health, the environment, and cost savings. Th ... Read More
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Home Care in Vietnam
Home care in Vietnam saw steady retail volume and current value growth throughout the review period, including 2024, due to rising incomes, urbanisation, and a strong focus on hygiene. According to the government, in 2024 Vietnam’s average inflation rate met the target of remaining below 4.5%, and t ... Read More
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Home Care in Sweden
Sweden’s home care industry saw strong retail current value growth in 2024, though while retail volume growth was solid it lagged behind, reflecting a divergence in the pace of price increases and unit sales. Value growth was primarily driven by price increases, with the rate of these increases slow ... Read More
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Home Insecticides in Poland
Home insecticides saw retail value sales rise in current terms in Poland in 2024. Rising temperatures and prolonged periods of warm weather have led to extended seasons for invertebrate populations such as flies and mosquitoes. This has driven demand for home insecticides over a longer period. Eurom ... Read More
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Toilet Care in Poland
Toilet care registered an increase in retail value sales in current terms in Poland in 2024. New product development plays a significant role in stimulating sales, particularly through innovations in fragrances and more effective formulae. Consumers prioritise products that offer both high performan ... Read More
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Bleach in Poland
Bleach saw a decline in retail value sales in current terms in Poland in 2024. The continued decline in the category results from the fact that bleach is increasingly recognised as harmful to health and the environment, as well as less versatile than products such as multi-purpose cleaners. Sales vo ... Read More
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Polishes in Poland
Polishes saw slight current value growth in Poland in 2024. However, the overall polishes category is underperforming, with some subcategories, such as metal polishes, failing to achieve positive sales growth due to reduced consumer demand. Euromonitor International's Polishes in Poland market repor ... Read More
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Bleach in Portugal
In 2024, sales of bleach in Portugal continued to suffer from diminishing engagement amongst younger generations, coupled with increased competition from products offering disinfection power, stain removal, and germ-killing properties. Moreover, bleach is associated with chemicals harmful to human h ... Read More
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Dishwashing in Portugal
An increase in home cooking and home food delivery in Portugal in 2024 boosted the consumption of hand dishwashing, which helped stabilise volume sales in this highly mature category. Current value growth was driven by rising prices and premiumisation through promotional activity, despite the increa ... Read More
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Surface Care in Slovakia
In 2024, surface care in Slovakia registered moderate, yet faster, retail volume growth, compared with 2023. Multi-purpose cleaners, but also specialised options like bathroom, kitchen and oven cleaners continued to grow in popularity. Meanwhile, retail current value sales grew healthily, but at a m ... Read More
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Toilet Care in Slovakia
The demand for toilet care in Slovakia at the end of the review period was marked by local consumers’ interest in regular and highly efficient toilet cleaning, while convenience and eco-friendliness continued to gain weight in purchasing decisions. Therefore, consumers often chose to purchase produc ... Read More
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Surface Care in Ukraine
The dominance of multi-purpose cleaners in Ukraine's surface care market can be attributed to their convenience and cost-efficiency. Consumers increasingly prefer products that can clean many different surfaces, reducing the need for specialised cleaners. This trend is further driven by cost concern ... Read More
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Laundry Care in Ukraine
In Ukraine, the laundry care market is seeing a growing shift away from powder detergents to liquid tablet detergents. The latter are perceived as highly convenient, as they come in pre-measured doses, simplifying the laundry process and reducing the risk of spills. They also offer high washing effe ... Read More
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Polishes in Ukraine
The overall market for polishes in Ukraine saw a significant increase in retail volume in 2024, primarily driven by the growing demand for shoe polish. With hundreds of thousands of soldiers on the frontlines, the need for shoe care products surged drastically, outpacing pre-war demand by several ti ... Read More
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Home Insecticides in Ukraine
In 2024, the home insecticide market in Ukraine experienced notable growth in retail volume terms. Insecticide coils have become popular with military personnel and individuals in field conditions, where access to electricity is unreliable. These products, which are portable and can be used in a var ... Read More
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Bleach in Ukraine
Retail volume sales of bleach in Ukraine began to stabilise in 2024 after two years of decline. The category has faced growing competition from multi-purpose home care products with disinfectant properties and safer formulations, which appeal to health-conscious and environmentally aware consumers. ... Read More
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Dishwashing in Turkey
In dishwashing in Turkey in 2024, retail value sales increased by 62%, while retail volume improved in all areas bar automatic dishwashing powders and dishwashing additives. In the automatic dishwashing category, liquid formats have emerged as a key choice in 2024, recording the strongest retail vol ... Read More
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Surface Care in Turkey
In 2024, retail value sales in surface care in Turkey increased by 86% while retail volume sales rose in all areas apart from souring agents, wash and wax floor cleaners, window/glass cleaners, starter kits/sweepers/sticks (dry electro-static and excluding wipes) and wipes and refills (dry electro-s ... Read More
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Polishes in Turkey
In 2024, retail value sales grew by 57% in polishes in Turkey. However, all categories recorded a decline in retail volume sales. This downturn was most noticeable in the floor and furniture polish segments, as consumers increasingly favoured modern furniture and laminated floors, which do not requi ... Read More
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