Category: Household Cleaners
Household Cleaners market research reports by Euromonitor International
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Home Care in Canada
Home care saw marginal growth in both volume and value sales in Canada in 2024, having seen value growth driven by significant price increases in the previous year. In 2024, demand was dampened by consumers reining in and cutting back on spending in response to the increased cost of living, includin ... Read More
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Home Care in France
The home care market in France recorded a slight decline in retail volume sales during 2024, although value growth persisted as a result of elevated inflation across categories. While traditionally stable, the home care industry saw an unprecedented surge in demand for products during the pandemic a ... Read More
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Toilet Care in Greece
ITBs dominate sales of toilet care in Greece with these products providing a convenient and efficient way to keep toilets clean. The penetration of ITBs increased significantly over the review period but this is now leading to a slowdown in the growth of the category in retail volume terms as the ca ... Read More
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Surface Care in the Netherlands
Consumers in the Netherlands are increasingly opting for specialised surface care products, such as bathroom cleaners, kitchen cleaners, scourers, and floor cleaners, as they look for more effective solutions for specific tasks. This trend is driven by a desire to use less product while achieving be ... Read More
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Bleach in the Netherlands
While bleach remained a staple product for many households in the Netherlands, sales faced headwinds due to increasing environmental awareness. Dutch consumers, particularly younger generations, are more conscious of the environmental and health implications of using bleach, leading some to opt for ... Read More
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Toilet Care in the Netherlands
Bleach poses a growing threat to the toilet care category in the Netherlands, as more consumers opt for its affordability and effectiveness over specialised products. Many households are using bleach as a cheaper alternative to toilet liquids and rim blocks, leading to a decline in demand for these ... Read More
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Bleach in Australia
Australia’s bleach category continued to see declines and in both volume and value terms in 2024, in a pattern that began during the aftermath of the pandemic. This decline is primarily attributed to changing consumer lifestyles and heightened awareness around health and environmental concerns. Many ... Read More
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Toilet Care in Australia
In 2024, toilet care in Australia saw toilet liquids and foams record steady growth due to their familiarity, competitive pricing and proven effectiveness. Toilet cleaning remains a task that many consumers seek to simplify, creating sustained demand for solutions that are convenient, effective and ... Read More
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Polishes in Australia
In 2024, polishes in Australia recorded declining volume and value sales across most segments. Several Australians turned to frugal habits to manage financial pressures, as highlighted by Euromonitor’s Voice of the Consumer: Lifestyles Survey. Around 50% actively sought bargains and prioritised mult ... Read More
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Surface Care in Brazil
As overall inflation rates eased, and the basic basket of goods exerted less pressure on home care products, surface care in Brazil continued to grow in both retail volume and current value terms in 2024. While home care wipes and floor cleaning systems saw the strongest value growth rate, this was ... Read More
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Toilet Care in Brazil
Toilet care products in Brazil maintained retail volume and current value growth in 2024. However, the inflationary pressure that hit the country over recent years drove the rise of regional brands, which led toilet care to see a deceleration of value growth in 2024, while accelerating its volume gr ... Read More
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Surface Care in the United Kingdom
Surface care continued to grow in retail volume terms in the United Kingdom in 2024, recording a better performance than in 2023. The category experienced a particularly large spike in sales during 2020, given the COVID-19 pandemic. However, growth rates have now normalised, with a steadier growth t ... Read More
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Polishes in the United Kingdom
Polishes experienced a steep decline in retail volume terms in the United Kingdom in 2024. Historically this category was in decline; however, the fall in sales in 2024 was steeper than in historic years. There was a universal decline across all product categories within polishes, with the biggest d ... Read More
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Toilet Care in Indonesia
Toilet care in Indonesia posted strong and stable growth in 2024, driven by ongoing urbanisation trends across the country. As more Indonesians move to urban areas, their living standards are improving, leading to a stronger focus on hygiene and home cleanliness. This shift has fostered a heightened ... Read More
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Polishes in Indonesia
Polishes was somewhat static in Indonesia in 2024, with minimal activity across most subcategories. One reason for this is the limited demand for furniture and metal polishes, as consumers are increasingly less focused on maintaining these items - particularly as disposable, lower-maintenance furnit ... Read More
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Toilet Care in South Korea
Toilet care in South Korea experienced modest retail current value growth in 2024. Within toilet care, toilet cleaning systems saw the highest growth rate, and this also continued to account for the highest share of value sales. This robust performance was primarily fuelled by the rising popularity ... Read More
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Toilet Care in Malaysia
In 2024, the toilet care market in Malaysia experienced positive retail volume and current value growth, albeit from a relatively low base, with the only categories registering notable sales being toilet liquids/foam and in-cistern devices. During the pandemic, many Malaysians adopted rigorous clean ... Read More
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Toilet Care in Saudi Arabia
Saudi Arabia’s toilet care posted positive growth in both volume and current value terms in 2024. In-cistern devices, while initially perceived as costlier than other toilet cleaning formats, offer notable long-term benefits for consumers. Once installed, these devices minimise the need for frequent ... Read More
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Surface Care in Saudi Arabia
Surface care in Saudi Arabia saw surface cleaning wipes - particularly all purpose varieties – gain traction in 2024. The overall category of surface care, which currently features a limited range of international brands such as Clorox and Dettol, is seeing a growing presence of local players. These ... Read More
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Surface Care in the United Arab Emirates
A significant trend in surface care in the United Arab Emirates is the rising popularity of multifunctional products, including all purpose cleaning wipes and multi-purpose cleaners, while demand for specialised cleaning solutions remains relatively stagnant. Throughout 2024, multi-purpose cleaners ... Read More
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Polishes in Saudi Arabia
In 2024, polishes in Saudi Arabia benefitted from rising consumer interest in household maintenance and preservation. Local consumers are increasingly turning to floor polish as a practical solution to maintain and enhance the appearance of their flooring. These products not only provide a polished ... Read More
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Toilet Care in China
Awareness of hygiene remains high amongst Chinese consumers even post-pandemic. The cleanliness of toilets is closely linked to consumers’ health, because they are frequently used at home, and invisible bacteria or microorganisms may be hidden on the surface and inside the toilet. Therefore, consume ... Read More
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Bleach in China
Retail volume sales of bleach experienced continuous growth during the pandemic in China, due to its strong functions of killing germs, cleaning, and removing stains. However, as life has returned to normal and the threat of the virus has diminished, demand for bleach has been declining. Consequentl ... Read More
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Bleach in Spain
Bleach in Spain showed continued growth in both retail volume and current value terms in 2024. During the early months of the COVID-19 pandemic in 2020, bleach experienced a dramatic surge in demand, with volume and value growth reaching double-digit levels. This spike was driven by a heightened foc ... Read More
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Toilet Care in Spain
Within Spain’s toilet care category, rim blocks was by far the fastest-growing segment in 2024, driving substantial volume and current value growth overall and supported by price stabilisation following the sharp increases of the previous year. Consumer demand and retailer focus have shifted signifi ... Read More
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