Category: Household Cleaners
Household Cleaners market research reports by Euromonitor International
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Polishes in Romania
Polishes in Romania The demand for polishes continued on a downward trajectory in 2023. These products were considered non-essential or obsolete by a large share of the consumer base, especially younger people. Furthermore, substitution and cannibalisation continued to occur, as consumers preferred ... Read More
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Toilet Care in Bosnia and Herzegovina
Toilet Care in Bosnia and Herzegovina In 2023, toilet care achieved marginal retail volume growth due to stagnating consumer demand and the maturity of leading subcategories. Increased attention to toilet care is compensating for the loss of the consumer base in the face of population decline. Conse ... Read More
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Surface Care in New Zealand
Surface Care in New Zealand In 2023, the absence of COVID-19 restrictions marked a pivotal shift in consumer behaviour, as it was the first year without such constraints since the onset of the pandemic in 2020. During the lockdowns and restrictions between 2020 and 2022, heightened demand for cleani ... Read More
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Surface Care in Hungary
Surface Care in Hungary Aside from kitchen and window/glass cleaners, all product categories of surface care recorded a decline in retail volume in 2023. Thanks to wider product availability and growing interest in more frequent window cleaning, sales of window/glass cleaners continued to attract co ... Read More
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Toilet Care in Portugal
Toilet Care in Portugal Toilet care saw current value growth driven by rising average unit prices as a result of persistent inflation in 2023. Constant promotional activity avoided a stronger consumer switch to private label during the year. On the other hand, consumers seemed willing to pay higher ... Read More
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Surface Care in Pakistan
Surface Care in Pakistan In 2023, surface care witnessed strong retail volume growth, as well as very fast retail current value sales growth, albeit the latter was supported by the impact of high inflationary pressure on prices. Retail volume demand was driven by a continued focus on cleanliness and ... Read More
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Toilet Care in Nigeria
Toilet Care in Nigeria Toilet care performed well in 2023, as consumers focused on essential home care products that responded to their hygiene and sanitation needs in order to prevent diseases. Despite the high inflation, toilet care recorded a slight growth in retail volume terms, as consumers con ... Read More
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Toilet Care in Canada
Toilet Care in Canada Toilet care experienced healthy growth in retail value terms in 2023, primarily driven by high inflation and rising prices. As such, while retail value rose, retail volume sales struggled, posting a decline in all product areas. Consumers have returned to pre-pandemic cleaning ... Read More
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Polishes in Hungary
Polishes in Hungary Despite rising retail value sales in 2023, polishes lost consumer attention, with significant price increases hindering sales, leading to a retail volume decline in all areas, apart from shoe polish. In addition to rising price points, manufacturers did not support these products ... Read More
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Surface Care in Ireland
Surface Care in Ireland Retail value sales were positive in 2023, benefiting from the spring-cleaning season at Easter. However, the bulk of retail value growth was the result of rising inflation, which led to increased price points. As such, while retail value growth was positive, overall volume sa ... Read More
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Surface Care in Estonia
Surface Care in Estonia In 2023, multi-purpose cleaners remained the largest segment in surface care and also registered the highest volume growth. With inflation still being high, consumers were price sensitive and appreciated the convenience and perceived value for money offered by multi-purpose c ... Read More
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Polishes in Sweden
Polishes in Sweden The industry continues to witness a rise in retail price points, driven by inflationary pressures and increasing input costs. With inflation remaining at a high rate in 2023, households exhibit heightened price sensitivity, leading to a shift in sales channels towards discounters ... Read More
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Home Care in Romania
Home Care in Romania High inflation continued to exert strong pressure on the demand for home care in Romania in 2023, with retail current unit prices rising across all categories. Increases in the costs of raw materials and utilities put pressure on manufacturers, leading them to transfer part of t ... Read More
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Home Care in Estonia
Home Care in Estonia With continuing economic uncertainty, as a result of the Russian invasion of Ukraine, home care registered muted volume growth, in spite of an increased population, due to the arrival of a significant number of immigrants from Ukraine. Also, while inflation eased significantly c ... Read More
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Home Care in the Netherlands
Home Care in the Netherlands Home care in the Netherlands rose in value terms but declined in volume terms in 2023. Inflationary pressures and reduced disposable incomes led Dutch consumers to strive to save money on their weekly shopping, with home care products offering relatively straightforward ... Read More
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Home Care in Croatia
Home Care in Croatia Strong current retail value sales growth in 2023 as a result of inflation had a negative impact on volume sales in the year. The two major categories of dishwashing and laundry care were particularly affected by price hikes. In addition, rising budget constraints and uncertainty ... Read More
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Home Care in Costa Rica
Home Care in Costa Rica While there was still economic uncertainty, inflationary pressure eased significantly in 2023, even falling into deflation territory for part of the year. With the improved economic situation, home care registered healthy current value and modest volume growth. However, with ... Read More
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Home Care in Turkey
Home Care in Turkey In 2023, retail value growth in home care was significant, driven by rising inflation and increased unit prices. Euromonitor International's Home Care in Turkey market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the lat ... Read More
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Polishes in Nigeria
Polishes in Nigeria Polishes recorded a decline in retail volume terms, while high inflation rates triggered double-digit retail sales value growth in 2023. Many do not consider polish an essential product, with consumers focused on perceived essentials amid poor purchasing power. Furthermore, consu ... Read More
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Bleach in Switzerland
Bleach in Switzerland Bleach continued to suffer from a bad image at the end of the review period. The product is seen as aggressive, potentially harmful to health and wellbeing, bad for the environment, and possibly damaging to many surfaces in the home. Bleach exists in two different formats - eit ... Read More
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Polishes in North Macedonia
Polishes in North Macedonia Overall polishes remained on its downward trajectory in 2023 in terms of volume sales growth, with Macedonian consumers reprioritising their purchases and eliminating those products deemed to be unnecessary, which included polishes for the most part. Further, the continue ... Read More
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Bleach in Estonia
Bleach in Estonia Bleach was the only home care product that registered a fall in volume sales in 2023. The increasing array of other effective cleaning products dampened volume sales of bleach. In addition, consumers are increasingly concerned about the chemical content of bleach and are opting for ... Read More
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Toilet Care in Ecuador
Toilet Care in Ecuador Toilet care players invest very little in advertising, therefore there is low consumer product awareness. National and foreign brands both compete within the category, but only SC Johnson is actively promoting its new Pato Discos Activos brand. As toilet care is considered a l ... Read More
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Surface Care in Ecuador
Surface Care in Ecuador Surface care saw dynamic growth during the COVID-19 pandemic as consumers elevated cleaning routines in their homes, and used products to disinfect them on a regular basis. With the pandemic largely under control and virus concerns reduced, consumers, demand for surface care ... Read More
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Home Care in Norway
Home Care in Norway Home care in Norway was significantly influenced by elevated retail pricing in 2023, which drove current value growth. Retail volume sales, however, saw a decline as local consumers facing constraints on their household budgets reduced their spending on home care. Private label l ... Read More
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