Household Products Market Research Reports & Industry Analysis

France’s bleach market continued to face significant challenges in 2024 as local consumers increasingly turned to cheaper and safer alternatives. Multi-purpose cleaners - especially those made with traditional ingredients like vinegar, baking soda and black soap - have grown in popularity, posing st ...

The polishes category in Spain witnessed a continued steady decline in 2024, influenced by evolving consumer preferences and simplified cleaning routines. Topline polishes have seen reductions in both retail volume and value, largely attributed to stabilised unit prices and waning demand. Metal poli ...

In 2024, polishes in Saudi Arabia benefitted from rising consumer interest in household maintenance and preservation. Local consumers are increasingly turning to floor polish as a practical solution to maintain and enhance the appearance of their flooring. These products not only provide a polished ...

A significant trend in surface care in the United Arab Emirates is the rising popularity of multifunctional products, including all purpose cleaning wipes and multi-purpose cleaners, while demand for specialised cleaning solutions remains relatively stagnant. Throughout 2024, multi-purpose cleaners ...

Home care in Norway witnessed a rebound in retail volume sales during 2024, as price increases moderated and inflationary pressures subsided. Despite the moderation in price inflation, average prices were still well above historic levels in home care. With many households still suffering cost-of-liv ...

In 2024, Norwegian households still faced higher cost of living pressures, and this dented demand for air care which is already deemed a non-essential product. Although inflation decreased in Norway, salary and pay increases have failed to keep pace with inflation, whilst interest rate hikes have lo ...

The air care category in France continued to face significant challenges in 2024 as local consumers prioritised spending on essential items like food over non-essential goods. Air care products, often seen as discretionary, thus witnessed a decline in both volume and value sales. While prices have s ...

The air care category in Spain underwent significant changes in 2024, driven by evolving consumer preferences and increasing environmental awareness. While topline retail value growth has slowed, this is primarily due to price stabilisation rather than diminished demand. Spray/aerosol air fresheners ...

Retail volume sales of bleach experienced continuous growth during the pandemic in China, due to its strong functions of killing germs, cleaning, and removing stains. However, as life has returned to normal and the threat of the virus has diminished, demand for bleach has been declining. Consequentl ...

Awareness of hygiene remains high amongst Chinese consumers even post-pandemic. The cleanliness of toilets is closely linked to consumers’ health, because they are frequently used at home, and invisible bacteria or microorganisms may be hidden on the surface and inside the toilet. Therefore, consume ...

Dishwashing in South Africa continued to record solid growth rates at the end of the review period, driven by hand dishwashing, which is considered a household essential due to the low possession rate of dishwashers in the country. Hand dishwashing is the most affordable dishwashing option. Euromoni ...

Laundry care in South Africa continued to be heavily influenced by consumers’ spending power in 2024. The elevated levels of inflation, combined with high interest rates in the country, have placed consumer spending under pressure. This pressure is evident in the increasing popularity of more access ...

In 2024, laundry care in Saudi Arabia benefitted from the expansion of products carrying progressive stain removal and anti-bacterial claims. Products that feature advanced formulas aimed at removing tough stains are increasingly perceived as essential purchases, with those that effectively target f ...

In 2024, air care recorded only low retail current value growth in South Korea, with the category remaining a similar size to the previous year. This stagnation can be attributed to several factors. During the COVID-19 pandemic, heightened awareness of hygiene and concerns about airborne viruses dro ...

Toilet care in Indonesia posted strong and stable growth in 2024, driven by ongoing urbanisation trends across the country. As more Indonesians move to urban areas, their living standards are improving, leading to a stronger focus on hygiene and home cleanliness. This shift has fostered a heightened ...

Dishwashing in Indonesia saw further strong growth in 2024, following on from previous years’ patterns, with rises propelled by a shift in consumer habits and increased awareness, mainly in rural areas. Manufacturers have played a crucial role in this development by introducing hand dishwashing prod ...

Polishes experienced a steep decline in retail volume terms in the United Kingdom in 2024. Historically this category was in decline; however, the fall in sales in 2024 was steeper than in historic years. There was a universal decline across all product categories within polishes, with the biggest d ...

Overall air care saw low retail volume growth in the United Kingdom in 2024. This continued a long-standing trend for the category, which saw consistent volume growth throughout recent years. Liquid air fresheners outperformed the rest of the air care category in 2024, recording the strongest retail ...

Surface care continued to grow in retail volume terms in the United Kingdom in 2024, recording a better performance than in 2023. The category experienced a particularly large spike in sales during 2020, given the COVID-19 pandemic. However, growth rates have now normalised, with a steadier growth t ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...