Category: Household Cleaners
Household Cleaners market research reports by Euromonitor International
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Polishes in China
Retail volume and current value sales of polishes continued their downward trend in China in 2024, with sales falling across all categories. Polishes, traditionally used for shining floors, furniture, and footwear, are now mainly used by the older generation. In contrast, younger families, due to th ... Read More
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Toilet Care in France
France’s toilet care market maintained a stable performance in 2024 due to its products being seen as essential within in a relatively steady market. The toilet care category’s essential nature limits opportunities for substitution, particularly in the liquids segment, where consumers prioritise rel ... Read More
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Toilet Care in Italy
When it comes to toilet care consumers generally focus mostly on the price, with consumers showing little interest in added value features. Nonetheless, despite this common belief, SC Johnson is taking a different approach with its Duck branded range of products. For example, the company introduced ... Read More
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Bleach in Italy
Despite the COVID-19 pandemic being declared over by the World Health Organisation in 2023, Italian consumers still maintained a strong focus on hygiene in 2024. Nonetheless, the use of bleach is declining in favour of other home care products containing bleach. The wording “with bleach” has increas ... Read More
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Surface Care in Italy
Although the COVID-19 pandemic was declared to be over in 2023, consumers in Italy remain focused on ensuring good hygiene around the home. However, despite this, they are spending less time cleaning their homes compared to in the past. This is partly because many people have returned to the workpla ... Read More
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Surface Care in Switzerland
Surface care experienced positive retail value and volume growth in 2024, driven largely by the ongoing convenience trend, as Swiss consumers increasingly sought products that simplified cleaning tasks and enhanced efficiency. Multi-purpose cleaners, in particular, gained traction, recording 3% reta ... Read More
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Surface Care in Ireland
Having surged in 2020, as the onset of COVID-19 made home cleanliness a much higher priority for many local consumers, retail volume sales of surface care have trended down during subsequent years as conditions normalised, and this trend continued in 2024. Nonetheless, retail volume sales remained w ... Read More
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Bleach in Bolivia
Value sales continued to be significant for bleach in Bolivia in 2024, though volume growth was muted, and it was one of the weakest performing home care products in terms of volume growth. Increasingly, consumers are opting for alternatives such as multi-purpose cleaners, which have less chemicals ... Read More
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Polishes in Canada
Polishes experienced decreases in value and volume in Canada in 2024 as inflation-weary consumers cut back on spending after the strong price increases seen in 2022 and 2023. All subcategories struggled, with furniture polish seeing the smallest decline as Canadian consumers continued to maintain cl ... Read More
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Bleach in Canada
Bleach saw retail value sales fall in current terms in Canada in 2024. Bleach value growth fell off following marked increases in price in the category in 2022 and 2023. Volume sales also decreased as the cumulative price increases weighed on inflation-weary consumers who looked for promotions and d ... Read More
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Surface Care in Hungary
In 2024, the surface care market in Hungary continued to see positive growth in current value sales, driven by rising prices and a slight increase in consumer interest in specialised cleaning products, such as kitchen and bathroom cleaners. Window/glass cleaners also recorded an increase in retail v ... Read More
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Polishes in Hungary
Polishes remain unpopular among Hungarian consumers, with weak sales compared to other home care categories, such as surface care products, which are considered more essential. As a result, polishes continued to see a decline in volume sales in 2024, although there was a modest increase in value sal ... Read More
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Bleach in Israel
Israel’s bleach market saw price rises slowed down in 2024. The category is characterised by limited price differentiation, as bleach is fundamentally a basic product with minimal scope for variation. This lack of diversity in product offerings forces brands to compete primarily on price. As a resul ... Read More
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Bleach in Norway
Bleach is challenged by long-standing negative perceptions in Norway, with most households considering it old-fashioned, outdated, and harmful to the environment and personal health. Consumers are increasingly rejecting home care that are perceived to contain harmful chemicals, which includes bleach ... Read More
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Bleach in New Zealand
Despite maturity, bleach in New Zealand enjoyed a small rebound in demand in 2024, as inflationary pressures eased in the market. Thus, consumers were more likely to replenish stocks of bleach at home, along with purchases of other home care products. The cost-of-living pressures on consumers impact ... Read More
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Polishes in Peru
In 2024, the polishes market in Peru experienced flat performance in retail volume terms as consumers increasingly sought to save money on home care products. Due to the continuing effects of the 2023 economic recession, households have become more cautious with their spending, prioritising essentia ... Read More
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Toilet Care in Peru
The toilet care market registered a slight decline in volume sales in 2024, following a sharper decrease in the previous year. The return to normal, pre-pandemic lifestyles, with people working in offices and studying outside the home, has served to hinder demand. Moreover, the challenging economic ... Read More
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Bleach in Romania
Bleach saw retail value sales stagnate in Romania in 2024. While bleach had a resurgence during the COVID-19 crisis as it was perceived to be a highly effective sanitiser, volume sales declined in the final three years of the review period. Indeed, volume sales fell below the levels seen immediately ... Read More
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Toilet Care in Romania
Toilet care saw current value growth in Romania in 2024, with the category also maintaining a healthy volume performance in the market. This performance was supported by the easing of inflation and recovering consumer purchasing power. Nevertheless, Romanian consumers remained cautious in their appr ... Read More
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Polishes in Romania
Polishes registered increasing retail value sales in current terms in Romania in 2024, though volume sales continued to fall. With their budgets affected by inflation and falling living standards, consumers became more cautious when shopping towards the end of the review period. As a result, product ... Read More
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Home Care in the Netherlands
Home care in the Netherlands posted slight value growth in 2024 due to moderating inflation and shifting consumer behaviours driven by the pursuit of value and convenience. The inflationary pressures of 2022 and 2023 have eased leading to lower price increases across home care categories, although m ... Read More
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Home Care in Belgium
In 2024, the home care market in Belgium recorded a retail value uplift of 4%, however, retail volume sales declined. The primary driver behind these results was inflation, which continued to reshape consumer behaviour. Faced with higher living costs, Belgian consumers reduced their purchases, optin ... Read More
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Home Care in the Czech Republic
Home care in Czech Republic saw overall volume sales continue to fall slightly in 2024, though the decline is not as deep as it was mid-review period as the country’s economic situation improved. Inflation has subsided significantly, allowing real wages and purchasing power to grow once more. This, ... Read More
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Home Care in Switzerland
In 2024, home care in Switzerland recorded positive retail value growth of 1%, while retail volume sales saw a marginal decline. While price points stabilised, persistent international instability and ongoing pressures from packaging, energy, transport costs, and supply chain disruptions, led prices ... Read More
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Home Care in Ireland
The rate of growth in retail current value sales of home care slowed significantly during 2024 as market conditions normalised. In 2022 and 2023, elevated inflationary pressure had been a significant factor driving growth in retail current value sales of home care, but this subsided in 2024. Moreove ... Read More
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