Household Products Market Research Reports & Industry Analysis

The mature bleach category witnessed only marginal volume growth in 2024 reflecting the waning consumer interest in this product. Although bleach remains a staple in many households for its disinfecting properties, the category is seeing slower growth compared to previous years. This stagnation can ...

After the pandemic, dishwashing unit prices experienced a significant increase, driven by rising costs. However, this trend came to an end in 2024, as prices fell, mainly due to the revaluation of the Costa Rican colon (CRC). Although several dishwashing products are manufactured locally, many of th ...

In 2024, retail value sales grew by 57% in polishes in Turkey. However, all categories recorded a decline in retail volume sales. This downturn was most noticeable in the floor and furniture polish segments, as consumers increasingly favoured modern furniture and laminated floors, which do not requi ...

Retail volume sales of bleach in Ukraine began to stabilise in 2024 after two years of decline. The category has faced growing competition from multi-purpose home care products with disinfectant properties and safer formulations, which appeal to health-conscious and environmentally aware consumers. ...

Demand rose across home care in 2024 boosted by population growth, urbanisation and long-term economic development, along with the shift towards more modern housing and the increasingly Western lifestyle habits of affluent urban dwellers. Numerous small and mid-sized local suppliers also entered the ...

Bleach registered healthy current value and volume growth in Azerbaijan in 2024. Since the pandemic, consumers have become more focused on cleanliness and disinfection and this is supporting continuing volume sales of bleach. Euromonitor International's Bleach in Azerbaijan market report offers a co ...

In 2024, polishes in Bosnia and Herzegovina achieved solid retail value growth, largely driven by rising prices amidst the lingering effects of inflation. This led retail value sales to rise by 6% in current terms in 2024, with shoe polish seeing a stand-out value growth performance of 8%. However, ...

Despite being relatively underdeveloped, the market for toilet care in the Dominican Republic registered only modest growth in retail volume terms in 2024. With consumers facing a higher cost of living, many viewed specialised products for this purpose as non-essential. Instead, they sought more aff ...

Despite the rising cost of living in recent years, demand for air care products has remained strong in retail volume terms. This resilience can be attributed to the fact that air care products are primarily purchased by middle- and high-income demographics, who are less likely to cut back on these p ...

Earlier in the review period, bleach saw a significant increase in unit price. However, this trend came to an end in 2024 with prices contracting, mainly due to the revaluation of the Costa Rican colon (CRC). Although many offerings in bleach are manufactured locally, most are made from imported raw ...

Dishwashing in Mexico continued to grow in retail current value terms in 2024, favoured by the effects of inflation on the one hand, and by rising volume sales due to the increasing number of households in the country on the other. In hand dishwashing, value growth remained positive, but at a slower ...

Although remaining one of the smallest home care categories in Thailand in retail value terms in 2024, toilet care maintained low retail volume and current value growth. However, while rim blocks saw another year of decline in 2024, due to their high price, the larger categories of toilet liquids/fo ...

As has been the case since 2021, in 2024 air care in Thailand saw sales rise in both retail volume and current value terms. The enduring appeal of air care products, driven by the desire for a pleasant living space, continued to resonate with a diverse consumer base. However, inflationary pressures ...

In 2024, overall retail volume sales in the toilet care sector experienced negative growth, with many products considered luxury items during Turkey’s economic downturn. Both in-cistern devices and toilet liquids/foam saw a declines in volume sales, with in-cistern devices seeing the strongest fall ...

In Ukraine, the laundry care market is seeing a growing shift away from powder detergents to liquid tablet detergents. The latter are perceived as highly convenient, as they come in pre-measured doses, simplifying the laundry process and reducing the risk of spills. They also offer high washing effe ...

Air care in Sweden was marked by innovative solutions in 2024, with players focusing on products designed to cater to rising demand for value-for-money options boasting improved efficacy. Cost-of-living pressures are reshaping household purchasing patterns, with a stronger emphasis on perceived valu ...

In dishwashing in Turkey in 2024, retail value sales increased by 62%, while retail volume improved in all areas bar automatic dishwashing powders and dishwashing additives. In the automatic dishwashing category, liquid formats have emerged as a key choice in 2024, recording the strongest retail vol ...

The demand for toilet care in Slovakia at the end of the review period was marked by local consumers’ interest in regular and highly efficient toilet cleaning, while convenience and eco-friendliness continued to gain weight in purchasing decisions. Therefore, consumers often chose to purchase produc ...

An increase in home cooking and home food delivery in Portugal in 2024 boosted the consumption of hand dishwashing, which helped stabilise volume sales in this highly mature category. Current value growth was driven by rising prices and premiumisation through promotional activity, despite the increa ...

Bleach saw a decline in retail value sales in current terms in Poland in 2024. The continued decline in the category results from the fact that bleach is increasingly recognised as harmful to health and the environment, as well as less versatile than products such as multi-purpose cleaners. Sales vo ...

Toilet care registered an increase in retail value sales in current terms in Poland in 2024. New product development plays a significant role in stimulating sales, particularly through innovations in fragrances and more effective formulae. Consumers prioritise products that offer both high performan ...

In Portugal in 2024, local consumer confidence and the general economic landscape saw some recovery as interest rates declined, inflation slowed, and average incomes grew. This led to visible investment in new launches and innovation in home care. Nevertheless, private labels continued to see growth ...

Polishes in Azerbaijan registered a significant fall in volume sales in 2024. All polishes registered a decline in sales, though floor and furniture polishes fared worse than shoe polish. In terms of furniture and floor polish, they are being replaced by multi-purpose cleaners, with consumers percei ...

In 2024, air care in Bosnia and Herzegovina recorded a retail value sales rise of 2% while retail volume declined by 3%. As consumers continued to prioritise their purchases amidst the lingering effects of inflation, air care was challenged by being considered an unessential item. Consequently, cons ...

Automatic dishwasher products registered stronger sales than handwashing products in 2024, driven by the growing popularity of dishwashers as Croatian households seek convenience and efficiency in their daily routines. Leading brands like Finish, Somat and Jar are capitalising on this trend in 2024. ...