Category: House & Home
Europe House & Home
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Polishes in Hungary
... volume sales in 2024, although there was a modest increase in value sales, largely driven by price increases. In addition to rising prices, manufacturers did not support these products, with a lack of promotional activity ... Read More
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Laundry Care in Denmark
... alternatives are bulkier to store and more cumbersome to use. Liquid detergents are often formulated to work well in cold water, making them suitable for energy-saving washes. The ability to dissolve easily in both hot ... Read More
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Bleach in Norway
... harmful chemicals, which includes bleach. Bleach received a boost during the pandemic thanks to its well-recognised and effective sanitising properties, but volume sales fell back into decline thereafter. Older consumers still tend to favou... Euromonitor ... Read More
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Dishwashing in Norway
... still evident as many consumers remained price sensitive. The propensity to shop around for the best deals remains strong, with households trading down to lower priced brands and private label continuing to make strong gains ... Read More
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Bleach in Romania
... three years of the review period. Indeed, volume sales fell below the levels seen immediately before the outbreak of COVID-19. The same preoccupation with health and wellness that drove sales during the pandemic is now ... Read More
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Toilet Care in Romania
... power. Nevertheless, Romanian consumers remained cautious in their approach to spending and some consumers continued to show high levels of price sensitivity. On the other hand, premiumisation remains a growing trend in Romania, with numerous ... Read More
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Polishes in Romania
... towards the end of the review period. As a result, products perceived as non-essential, including polishes, were removed from shopping lists to the benefit of more versatile solutions, such as multi-purpose cleaners, which were seen ... Read More
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Air Care in Romania
... spending. In 2023 and 2024, impulse consumption of air care declined, in numerous cases Romanian consumers postponed their purchases until their desired products were discounted in sales. It is now common for consumers to wait ... Read More
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Home Insecticides in Romania
... products. Aggressive marketing support (especially for brands such as Aroxol and Raid) has also contributed to the positive evolution of the home insecticides category. However, growth was below the category’s potential as the high rate ... Read More
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Home Care in the Netherlands
... eased leading to lower price increases across home care categories, although many Dutch consumers remain price sensitive. This has led to growth in private label offerings across multiple categories, including dishwashing and home insecticides, as ... Read More
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Home Care in Greece
... categories such as specialised laundry detergents and laundry aids companies started to drop their prices as part of efforts to drive volume growth. In general, prices remained higher versus 2022 but stabilised at lower levels ... Read More
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Home Care in Belgium
... with higher living costs, Belgian consumers reduced their purchases, opting to buy less detergent, dishwashing liquids, and surface cleaners. Another contributing factor is the increasing concentration of cleaning formulas, which require smaller amounts of product ... Read More
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Home Care in Switzerland
... costs, and supply chain disruptions, led prices to remain elevated. Furthermore, VAT increased in 2024, rising to 8.1% from 7.7% in the previous year. Euromonitor International's Home Care in Switzerland market report offers a comprehensive ... Read More
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Home Care in Ireland
... retail current value sales of home care, but this subsided in 2024. Moreover, the latter part of the review period saw daily life normalise as the threat posed by COVID-19 subsided, with some local consumers ... Read More
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Home Care in Italy
... reduction in the the promotional activity across retailing served to push prices up during the final few years of the review period, although prices were more stable in 2024 than in the previous two years ... Read More
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Home Care in the Czech Republic
... subsided significantly, allowing real wages and purchasing power to grow once more. This, coupled with high accumulated savings, positions household consumption as a primary driver of GDP growth for 2024 and 2025. Additionally, exports are ... Read More
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Home Care in Spain
... the inflation index. In some cases, aggressive promotional activities led to slight declines in unit prices. Performance across subcategories varied significantly, with home insecticides, toilet care, and surface care emerging as the stron... Euromonitor International's ... Read More
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Air Care in Denmark
... air quality much higher since the pandemic, and asthma/ allergies also rising in Denmark, there is an underlying demand for non-chemical-based air care. Non-aerosol alternatives represent an eco-friendly alternative that can reduce a household’s carbon ... Read More
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Dishwashing in Denmark
... Power, which claims to reduce scrubbing on tough fat stains by up to four times. In 2024, Neophos Powerball Ultimate Plus launched in automatic dishwashing tablets, with claims to deliver an intensive clean and shine, ... Read More
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Surface Care in Denmark
... floors. Multi-purpose cleaners appeal to households seeking to simplify their cleaning routines. As inflationary pressures and interest rate hikes resulted in weak consumer confidence and spending power, many households sought to lower their expenditure on ... Read More
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Polishes in Norway
... material sourcing, logistical expenses, rent, and salaries. This translated into higher pricing across the board. Euromonitor International's Polishes in Norway market report offers a comprehensive guide to the size and shape of the market at ... Read More
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Bleach in Bulgaria
... production costs, increased energy expenses, and rising salaries for retailers. The decline in volume also reflects an adjustment period, following the surge in demand during the COVID-19 pandemic, when consumers sought powerful yet affordable cleaning ... Read More
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Surface Care in Bulgaria
... routines drove sales to unprecedented levels. As daily cleaning habits return to pre-pandemic norms, segments that saw exceptional growth during this period, especially home care disinfectants, are now experiencing a natural decline. Euromonitor International's Surface ... Read More
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Polishes in Bulgaria
... in current value terms, as prices remained at elevated levels. Floor polish experienced the most significant value decline, driven by the growing penetration of locally produced options like Medix and the competitive pricing of private ... Read More
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Bleach in Belgium
... bleach as an affordable alternative to surface cleaners. Sustained high inflation has led to tighter household budgets, prompting many Belgians to prioritise cost over environmental considerations. This trend has resulted in bleach maintaining its position ... Read More
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