Category: Household Products
Household Products market research reports by Euromonitor International
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Home Care in the United Kingdom
Home care saw increasing demand in the United Kingdom in 2024, with a small amount of retail volume growth recorded at the top level. In recent historic years, home care experienced volume declines, with 2024 marking a change in direction, suggesting that this category is stabilising following the p ... Read More
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Home Care in the United Arab Emirates
In 2024, home care in the United Arab Emirates witnessed a further shift in consumer preferences, influenced by inflation, convenience, and sustainability concerns. Local consumers have been searching for affordable options, supporting the sales growth of private label. In response, key brands from ... Read More
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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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Dishwashing in Egypt
Hand dishwashing detergents continue to gain volume share in Egypt driven by the rising number of households, population growth and the general affordability of these products. The average price of hand dishwashing detergents increased by only 13.5%, which was below the rate of inflation in 2024. Th ... Read More
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Air Care in Bulgaria
In 2024, the air care market in Bulgaria experienced a decline in overall volume terms. This was largely attributable to the waning demand for spray/aerosol air fresheners, which constitute the largest segment in the category. This was due to a combination of market maturity and growing environmenta ... Read More
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Air Care in Egypt
Air care in Egypt witnessed a recovery in volume sales during 2024 as demand for air fresheners rebounded. The average price of air care spray/aerosols was still subject to price rises of up to 20% in 2024, but this did not deter consumers. Heavy marketing and promotional campaigns drew consumers ba ... Read More
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Laundry Care in Greece
In line with government initiatives to regulate inflation there was a notable decline in the price per wash when it came to laundry detergents in 2024. All manufacturers reduced their prices to comply with the regulations and to remain competitive, with the price declines ranging from EUR0.03-EUR0.0 ... 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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Dishwashing in Greece
A new law came into effect in spring 2024 in Greece forcing manufacturers of products that are considered household essentials to drop their prices. Hand dishwashing was included in the list of products and therefore companies had to implement price drops. This led to significant price drops from al ... Read More
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Dishwashing in the Netherlands
Retailers in the Netherlands pursued aggressive discount strategies to counter declining volume sales in 2024. Promotions, such as 2-for-1 deals and bundled discounts, were commonly seen across major supermarket chains, targeting products like 3-in-1 tablets in automatic dishwashing. Despite these e ... 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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Dishwashing in the Czech Republic
Czech Republic’s dishwashing market automatic dishwashing saw automatic dishwashing undergo a significant shift towards higher-priced products in 2024, reflecting a broader trend of premiumisation within this segment. At the same time, the hand wash dishwashing segment remains dominated by products ... 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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Dishwashing in Australia
Dishwashing in Australia saw demand pushed by a noticeable decline in foodservice and takeaway turnover in 2024, indicating a growing consumer preference for home-prepared meals. This shift in consumer behaviour has directly influenced the demand for dishwashing products - particularly handwashing l ... 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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Air Care in Australia
The Australian air care market in 2024 experienced slow overall volume sales growth, but premium and natural scented products emerged as pivotal drivers of consumer interest. A significant shift towards sustainability and non-toxic living among health-conscious consumers has led to the growing popul ... 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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Air Care in Brazil
The residual effect of the pandemic made consumers value their household space, which continued to push air care to see growth in both retail volume and current value terms in Brazil in 2024. Moreover, as many companies permanently adopted a hybrid working model, consumers continued to spend more ti ... Read More
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Laundry Care in the United Kingdom
Laundry care continued to perform well in the United Kingdom in 2024. Overall, there was top level growth in retail volume terms, continuing the historic trend in this category. In addition, the volume growth recorded in 2024 was higher than that in 2023, as this category has fully normalised in the ... Read More
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Dishwashing in the United Kingdom
Dishwashing in the United Kingdom saw low retail volume growth at the top level in 2024. Automatic dishwashing tablets and hand dishwashing outperformed the rest of the category in terms of volume growth in this year. Automatic dishwashing tablets in particular performed well, given that this is now ... Read More
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