Household Products Market Research Reports & Industry Analysis

Dishwashing in France saw mixed results in 2024, with promotions continuing to dominate sales patterns. Local consumers remained highly responsive to attractive price discounts, stockpiling during promotional weeks and causing a notable pull-forward effect, especially ahead of the enforcement of the ...

Dishwashing in Spain saw hand dishwashing continuing to dominate the category in 2024, as the largest product area in terms of size and the fastest riser within the overall category. The handwashing segment has maintained steady expansion throughout the review period. Even in households equipped wit ...

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 ...

The historical transition from powder detergents to liquid detergents and detergent tablets has significantly influenced pricing strategies within laundry care in China. However, amidst the current economic downturn, the momentum towards premiumisation has decelerated. In 2024, the contraction in po ...

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 ...

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 ...

Overall dishwashing in South Korea maintained solid retail current value growth in 2024, although this was slower than in the previous year. However, in 2024, hand dishwashing recorded a decline for the first time in over a decade. This reflects the increasing penetration of dishwashers in household ...

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 ...

In 2024, laundry care in Belgium experienced a 1% decline in retail volume sales, while strong volume promotions, predominantly led by A-brands, prevented volume sales from falling further. While retail volume sales recorded a marginal decline, retail value continued to grow at a notable pace, large ...

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 ...

Retail volume sales of laundry care picked up year on year despite the threat of low purchasing power in Egypt. Automatic laundry powder remains the most popular format in Egypt due to familiarity, low price and the ability to customise the dose. Promotional campaigns played a key role in this categ ...

The home care market in Peru experienced a slight decline in current value terms in 2024, driven primarily by the sluggish recovery of the local economy. This economic slowdown made consumers more cautious with their spending, with many opting to downgrade to more affordable brands. Additionally, se ...

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 ...

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 ...

Home care in Brazil maintained growth in both retail volume and current value terms in 2024, with increases seen across most categories. However, still feeling the residual effects of inflation, which hit the country over the last few years, many Brazilian consumers were willing to trade down when i ...

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, ...

Following consecutive price increases in the previous two years, in 2024 prices of home care products started to drop. While food prices remained subject to increases, non-food prices stabilised in 2024. For instance, in discretionary categories such as specialised laundry detergents and laundry aid ...

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 ...

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 ...

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 ...

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 ...

Inflationary pressures subsided in Norway over 2024, resulting in slower retail price growth of dishwashing products. Retail volume sales returned to growth following three years of decline. Nonetheless, the changes in household purchasing patterns are still evident as many consumers remained price ...

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 ...

Dishwashing in Israel saw significant price hikes in 2024, including among consumer favourites. In April 2024, retailer Diplomat announced an increase in the price of Fairy - its popular dishwashing soap. As one of the most prominent and widely used products in the dishwashing category, this price a ...

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 ...