Household Products Market Research Reports & Industry Analysis

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 ...

2024 was a year of contrasts for France’s laundry care market, with notable shifts in consumer behaviour and market performance. Despite elevated prices, laundry care products continued to be seen as essential in 2024, driving overall value growth, with major brands leveraging higher pricing to reco ...

Air care in South Africa showed retail current value growth in 2024, maintaining the stable growth trend seen in recent years, with increases seen across all categories. Demand for air care products is supported by the rising trend of consumers shopping for mood-enhancing wellness products. As the n ...

Demand for dishwashing in the United Arab Emirates continued to rise in 2024, with the category experiencing intense competition among players. They have been striving to distinguish themselves by offering discounts, promoting dual packs and multipacks, and exploring eco-friendly options. These prom ...

The market for laundry care in Malaysia maintained positive growth in retail volume and current value terms in 2024, with powder detergents continuing to account for the highest proportion of sales. Powder detergent remains a popular choice among rural consumers, low-income urban households, and ove ...

Laundry care in South Korea recorded modest overall retail current value growth in 2024, driven by steady consumer demand for essential cleaning products. Within laundry care, dryer sheets and liquid tablet detergents stood out as categories achieving double-digit value growth. Despite a slight dece ...

The inflation rates experienced since the pandemic made Brazilian consumers more likely to try out new laundry care brands. Emergent regional brands have been attracting consumer interest due to the good perception of the quality and cost-benefit ratio of such products, which led laundry care in Bra ...

Air care in Czech Republic recorded rises in terms of both retail volume and current value sales in 2024. Since the pandemic, there has been a growing tendency to view the home as a sanctuary - a trend further strengthened by the cost-of-living crisis and persistently high inflation. Within this con ...

The demand for polishes continued its downward trajectory in Czech Republic in 2024, largely driven by shifting consumer habits and perceptions. The necessity of polishing, once seen as essential for maintaining certain items, has diminished significantly. Modern consumers increasingly favour multi- ...

Much like other home care categories, air care has seen a slowdown in price increases in 2024. After the sharp inflationary rises in recent years, manufacturers have adjusted pricing strategies, opting for modest increases while focusing on maintaining value in their offerings. Despite the stabilisi ...

Like most other home care categories, retail prices within air care decreased in 2024. However, this did not prevent sales from declining in retail volume terms in 2024 with the price drops doing little to persuade more consumers to buy these products. Air care remains a discretionary category and t ...

Polishes have suffered from Egypt’s economic crisis with soaring inflation and high costs of living forcing consumers to prioritise essential household goods instead. Households have reduced the number of products used to clean the household. In place of floor polishes, consumers switched to using f ...

As an essential home care product, retail volume sales of bleach maintained a steady pace in Egypt. In addition to its primary use of bleaching clothes, it is used for a variety of household tasks like cleaning bathrooms, removing mildew, and cleaning glass dishes. Average unit prices of bleach incr ...

Air care in Algeria in 2024 registered moderate volume growth, in spite of inflation still being an issue. Air care in an immature product area, with plenty of room for further growth and this supported volume growth. Increasing local production, with more affordable offerings, also gave a further b ...

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 ...

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 ...

In Hungary's laundry care market, rising inflation continued to exert pressure on prices in 2024, reducing consumers’ purchasing power. While the inflationary impact was less severe compared to 2022, consumers still relied heavily on cheaper products or those available on promotion. Many simply coul ...

Laundry care saw a slight decline in retail value sales in current terms in Canada in 2024. During the year, consumers were more cautious in their spending and focused on essential products such as laundry detergents and value for money because of the increase in the cost of living, including increa ...

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 ...

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 ...