Category: Household Cleaners
Household Cleaners market research reports by Euromonitor International
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Surface Care in China
In 2023, surface care in China saw a slight current value decline, primarily due to consumers stockpiling during the pandemic, which reduced subsequent demand. However, as these are essential daily cleaning products, surface care returned to growth in 2024. For instance, standard floor cleaners, kit ... Read More
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Toilet Care in Chile
Despite further current value growth for toilet care in Chile in 2024, this was mainly driven by another rise in the average unit price. This continued to negatively impact overall demand for the category, despite high promotional activity during the year by supermarkets and hypermarkets. Neverthele ... Read More
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Polishes in Chile
In 2024, retail volume sales of polishes in Chile continued to decline, as busy local consumers became less interested in maintaining various chores or using these products. Unlike many other home care categories, polishes is no longer viewed as essential, and the lack of innovation from manufacture ... Read More
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Polishes in Argentina
In 2024, retail value sales of polishes grew by 195% in Argentina, while retail volume fell by 17%. Euromonitor International's Polishes in Argentina 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 ... Read More
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Surface Care in Argentina
In 2024, retail value sales for surface care in Argentina rose by 197%, while retail volume fell by 12%. Euromonitor International's Surface Care in Argentina 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 ... Read More
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Toilet Care in Bulgaria
In 2024, the toilet care market in Bulgaria demonstrated positive growth in both volume and current volume terms, assisted by the stabilisation of unit prices. This came in spite of ongoing operational cost pressures for distributors and retailers, driven by rising energy prices and higher wages. Pe ... Read More
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Surface Care in Egypt
Home care disinfectants witnessed growing volume sales in 2024, reflecting the stronger emphasis on health and hygiene in Egyptian households. At the same time, some consumers switched to more affordable alternatives with some also wishing to boycott Western brands. Dettol holds a strong lead in hom ... Read More
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Bleach in Egypt
As an essential home care product, retail volume sales of bleach maintained a steady pace in Egypt. In addition to its primary use of bleaching clothes, it is used for a variety of household tasks like cleaning bathrooms, removing mildew, and cleaning glass dishes. Average unit prices of bleach incr ... Read More
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Polishes in Egypt
Polishes have suffered from Egypt’s economic crisis with soaring inflation and high costs of living forcing consumers to prioritise essential household goods instead. Households have reduced the number of products used to clean the household. In place of floor polishes, consumers switched to using f ... Read More
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Toilet Care in Egypt
Retail volume sales of toilet care registered steep decline in 2024 as Egyptian households relied on multi-purpose cleaners. The high cost of living and price increases within toilet liquid/foam products, urged consumers to migrate to alternative solutions such as bleaches or multi-surface cleaners. ... Read More
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Polishes in Greece
Polishes suffered heavy losses in retail volume terms in 2024 having seen declining sales throughout the review period. In the case of floor, metal and furniture polish, sales have been negatively affected by design trends and changes in consumer behaviour that have been unfavourable to these catego ... Read More
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Bleach in Greece
Sales of bleach declined in current value terms in 2024 as prices began to normalise. The high share of private label in the category and limited brand activation negatively affected the growth of the category in value terms. Bleach is classified as a basic category for most Greek households and hen ... Read More
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Surface Care in Belgium
The surface care category in Belgium recorded retail value growth of 2% in 2024, however, retail volume sales declined. The primary driver behind this trend was consumers' efforts to rationalise their consumption patterns in response to economic pressures. Additionally, consumers opted for concentra ... Read More
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Polishes in the Czech Republic
The demand for polishes continued its downward trajectory in Czech Republic in 2024, largely driven by shifting consumer habits and perceptions. The necessity of polishing, once seen as essential for maintaining certain items, has diminished significantly. Modern consumers increasingly favour multi- ... Read More
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Surface Care in Australia
The high cost of living and persistent inflationary pressures have significantly shaped the surface care market in Australia in 2024, leading to a sharp increase in product prices. For instance, data from Euromonitor’s Price Tracker indicates that the price of Harpic rose by more than 26% between Oc ... Read More
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Bleach in the United Kingdom
Bleach had another difficult year in the United Kingdom in 2024, continuing its historic trend of retail volume decline. However, although demand continued to drop relative to recent years, the volume decline was not as steep as it was in 2023. One of the reasons that demand for bleach continues to ... Read More
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Polishes in South Korea
Polishes experienced a significant decline in retail value sales in South Korea in 2024, largely driven by the negative performance of shoe polish. This downward trend was closely tied to the shift in society towards more casual lifestyles. The traditional culture of wearing formal attire and dress ... Read More
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Polishes in Malaysia
The market for polishes in Malaysia saw positive growth in both retail volume and current value in 2024, with gains across all segments. However, shifting lifestyle and fashion trends continue to present challenges for the category. Younger homeowners, for example, increasingly favour modern, low-ma ... Read More
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Surface Care in Malaysia
With more individuals returning to work and spending increased time outside the home post-pandemic, retail volume growth of surface care products in Malaysia slowed slightly compared to 2023. Busy lifestyles have reduced the time available for deep cleaning, contributing to this subdued performance. ... Read More
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Bleach in Saudi Arabia
Bleach recorded positive growth in Saudi Arabia in 2024, holding a steady position in the home care market due to its efficiency as a cleaning and disinfecting product. Its enduring demand stems from a combination of factors, including its proven ability to sanitise effectively, its affordability an ... Read More
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Toilet Care in the United Arab Emirates
Toilet care in the United Arab Emirates experienced solid value and volume growth in 2024, driven by ongoing product innovation, particularly in toilet liquids/foam. Brands introduced new features such as unique fragrances, specific functionalities (such as antibacterial or long-lasting freshness), ... Read More
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Bleach in the United Arab Emirates
Despite the shift in consumer preferences towards gentler cleaning solutions, demand for bleach in the United Arab Emirates remained elevated in 2024. This resilience was due to bleach's classification as an essential household item for many in the local market. Euromonitor International's Bleach in ... Read More
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Polishes in South Africa
Polishes in South Africa maintained retail current value growth in 2024, but failed to show retail volume growth. Volume sales of polishes showed a slight decline, continuing the trend seen for a number of years. Demand for polishes has been lower, partly due to the difficult economic conditions, an ... Read More
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Bleach in South Africa
Bleach showed continued solid retail volume and current value growth in South Africa in 2024. This was largely driven by consumer demand for effective home care products with multiple uses. The multifunctionality of bleach has made the product a staple in households. Although consumer spending is un ... Read More
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Toilet Care in South Africa
Toilet care in South Africa showed low retail current value growth in 2023, and this continued in 2024, with value increases across all categories. Demand was supported by consumers wanting to maintain a clean and hygienic toilet. The amount of time people spend at home is higher than in the past du ... Read More
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