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Home Care in Singapore

Publisher Euromonitor International
Published Apr 03, 2026
Length 128 Pages
SKU # EP21076912

Description

The home care category in Singapore demonstrated a positive performance in 2025, driven by increasing demand for convenient, portable and multifunctional products, as well as greater awareness of sustainability. The market is shaped by evolving product formats, sustainability-driven innovation and rising demand for multifunctional cleaners that combine disinfecting, deodorising and surface-protecting functions. The competitive landscape remains concentrated, with leading players maintaining domi...

Euromonitor International's Home Care in Singapore market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

128 Pages
Home Care in Singapore
Euromonitor International
April 2026
List Of Contents And Tables
HOME CARE IN SINGAPORE
Executive Summary
Evolving Product Formats Support Value Growth through Convenience
Key Data Insights
Key Industry Trends
CHART 1 Key Industry Trends for Home Care
Industry Performance
Sustainability Shapes Eco-Friendly Innovation
CHART 2 Unilever Launches CIF EcoRefill Range to Drive Sustainable Home Cleaning in Singapore
Multifunctionality Emerges as Time-Saving Value Driver
CHART 3 Value Sales of Home Care 020-2030
CHART 4 Volume Sales of Home Care 2020-2030
CHART 5 Value Sales of Home Care by Category 2025
What's Next?
Sustainability to Drive Eco-Friendly Production and Packaging
CHART 6 Analyst Insight for Home Care
Digitalisation and E-Commerce Projected to Transform Shopping Behaviour
Premiumisation Set to Gain Momentum through Multifunctional Innovation
CHART 7 Forecast Value Sales of Home Care 2020-2030
CHART 8 Forecast Value Sales of Home Care by Category 2025-2030
Competitive Landscape
Leading Players Benefit From Innovation and Sustainability
New Launches and Emerging Trends Shape Competition
CHART 9 Company Shares of Home Care 2025
CHART 10 Brand Shares of Home Care 2025
Channels
Supermarkets and E-Commerce Drive Home Care Sales
CHART 11 Retail Channels of Home Care 2020-2025
Economic Context
CHART 12 Economic Context for Home Care
CHART 13 Real Gdp Growth 2020-2030
CHART 14 Inflation 2020-2030
Consumer Context
CHART 15 Consumer Context for Home Care
CHART 16 Population 2020-2030
CHART 17 Consumer Expenditure 2020-2030
CHART 18 Population by Generation 2025
Country Reports Disclaimer
LAUNDRY CARE IN SINGAPORE
Key Data Insights
2025 Developments
Efficient Solutions Support Value Growth by Catering to Hectic Urban Lifestyles
Key Industry Trends
CHART 19 Key Industry Trends for Laundry Care
Industry Performance
CHART 20 Persil Launches Wonder Wash Speed Clean
Sustainability Steers Category Towards Eco-Formulations and Refillable Packaging
Premiumisation Is Gaining Traction with Advanced Formulations and Sensorial Differentiation
CHART 21 Value Sales of Laundry Care 2020-2030
CHART 22 Volume Sales of Laundry Care 2020-2030
CHART 23 Value Sales of Laundry Care by Category 2025
What's Next?
Steady Growth Forecast as Sustainability Becomes Critical for Competitiveness
Speed, Convenience and Technology Set to Define Product Innovation
Digital Retail and Value-Seeking Behaviour Reshape Market Dynamics
CHART 24 Analyst Insight for Laundry Care
CHART 25 Forecast Value Sales of Laundry Care 2020-2030
CHART 26 Forecast Value Sales of Laundry Care by Category 2025-2030
Competitive Landscape
Unilever and Lion Corp Maintain Leadership through Brand Portfolios and Innovation
CHART 27 Company Shares of Laundry Care 2025
CHART 28 Brand Shares of Laundry Care 2025
Channels
Supermarkets Channel Leads As E-Commerce Expands
CHART 29 Retail Channels of Laundry Care 2020-2025
Economic Context
CHART 30 Economic Context for Laundry Care
CHART 31 Real Gdp Growth 2020-2030
CHART 32 Inflation 2020-2030
Consumer Context
CHART 33 Consumer Context for Laundry Care
CHART 34 Population 2020-2030
CHART 35 Consumer Expenditure 2020-2030
CHART 36 Population by Generation 2025
Country Reports Disclaimer
DISHWASHING IN SINGAPORE
Key Data Insights
2025 Developments
Value Growth Remains Modest as Premiumisation and Appliance Adoption Offset Volume Decline
Key Industry Trends
CHART 37 Key Industry Trends for Dishwashing
Industry Performance
CHART 38 Finish Ultimate Plus Launches Advanced Tablets in Singapore
Sustainability Steers Category Towards Biodegradable Ingredients and Eco-Friendly Packaging
Quick-Wash Solutions Cater to Time-Pressed Urban Households
CHART 39 Value Sales of Dishwashing 2020-2030
CHART 40 Volume Sales of Dishwashing 2020-2030
CHART 41 Value Sales of Dishwashing by Category 2025
What's Next?
Dishwashing Is Set to See Steady Growth as Sustainability Drives Consumer Preferences
Premium and Convenience-Led Innovation Are Accelerating
CHART 42 Analyst Insight for Dishwashing
E-Commerce and Subscription Models Redefine Category Access
CHART 43 Forecast Value Sales of Dishwashing 2020-2030
CHART 44 Forecast Value Sales of Dishwashing by Category 2025-2030
Competitive Landscape
Lion Corp Leads through Affordability, While Premium and Eco Innovations Drive Differentiation
Local Player Ecopure Asia Gains Traction through Sustainability-First Positioning
CHART 45 Company Shares of Dishwashing 2025
CHART 46 Brand Shares of Dishwashing 2025
Channels
Supermarkets Channel Leads Distribution, While Premium and Eco Products Support E-Commerce Expansion
CHART 47 Retail Channels of Dishwashing 2020-2025
Economic Context
CHART 48 Economic Context for Dishwashing
CHART 49 Real Gdp Growth 2020-2030
CHART 50 Inflation 2020-2030
Consumer Context
CHART 51 Consumer Context for Dishwashing
CHART 52 Population 2020-2030
CHART 53 Consumer Expenditure 2020-2030
CHART 54 Population by Generation 2025
Country Reports Disclaimer
SURFACE CARE IN SINGAPORE
Key Data Insights
2025 Developments
Moderate Growth Driven by Sustainability and Environmental Awareness
Key Industry Trends
CHART 55 Key Industry Trends for Surface Care
Industry Performance
CHART 56 Mrs. Meyer’s Clean Day Launches Plant-Powered Multi-Surface Cleaner in Singapore
Evolving Product Formats Deliver Sustainability through Space-Saving and Eco-Smart Solutions
CHART 57 Ecolab Launches ReadyDose
Premiumisation Attracts Consumers Seeking Enhanced Aesthetics and Wellness-Centred Value
CHART 58 Value Sales of Surface Care 2020-2030
CHART 59 Volume Sales of Surface Care 2020-2030
CHART 60 Value Sales of Surface Care by Category 2025
What's Next?
Sustainability Set to Remain Central Growth Pillar
CHART 61 Analyst Insight for Surface Care
Premiumisation Drives Value Growth through Aesthetic and Wellness-Oriented Positioning
Digitalisation and Omnichannel Distribution Reshape Consumer Engagement and Purchase Patterns
CHART 62 Forecast Value Sales of Surface Care 2020-2030
CHART 63 Forecast Value Sales of Surface Care by Category 2025-2030
Competitive Landscape
Leading Players Maintain Positions through Innovation and Sustainability
CHART 64 Company Shares of Surface Care 2025
CHART 65 Brand Shares of Surface Care 2025
Channels
Supermarkets Lead Distribution as E-Commerce Expands through Premium and Eco-Friendly Offerings
CHART 66 Retail Channels of Surface Care 2020-2025
Economic Context
CHART 67 Economic Context for Surface Care
CHART 68 Real Gdp Growth 2020-2030
CHART 69 Inflation 2020-2030
Consumer Context
CHART 70 Consumer Context for Surface Care
CHART 71 Population 2020-2030
CHART 72 Consumer Expenditure 2020-2030
CHART 73 Population by Generation 2025
Country Reports Disclaimer
BLEACH IN SINGAPORE
Key Data Insights
2025 Developments
Hygiene Awareness and Economic Recovery Support Moderate Growth
Key Industry Trends
CHART 74 Key Industry Trends for Bleach
Industry Performance
Multifunctionality Drives Innovation in Triple-Action Formulations
CHART 75 Kao's Magiclean Toilet Bleach Power Cleaner Dual-Action Multi Surface Launch
CHART 76 Value Sales of Bleach 2020-2030
CHART 77 Volume Sales of Bleach 2020-2030
What's Next?
Sustainability Drives Shift to Low-Chlorine and Plant-Based Alternatives
Multifunctionality Supports Value through Convenience and Efficiency
E-Commerce and Subscription Models Strengthen Digital Engagement
CHART 78 Forecast Value Sales of Bleach 2020-2030
Competitive Landscape
Private Label Leads through Competitive Pricing and Diverse Offerings
CHART 79 Company Shares of Bleach 2025
CHART 80 Brand Shares of Bleach 2025
Channels
Supermarkets Leads Distriubiton as E-Commerce Gains Traction through Convenience
CHART 81 Retail Channels of Bleach 2020-2025
Economic Context
CHART 82 Economic Context for Bleach
CHART 83 Real Gdp Growth 2020-2030
CHART 84 Inflation 2020-2030
Consumer Context
CHART 85 Consumer Context for Bleach
CHART 86 Population 2020-2030
CHART 87 Consumer Expenditure 2020-2030
CHART 88 Population by Generation 2025
Country Reports Disclaimer
TOILET CARE IN SINGAPORE
Key Data Insights
2025 Developments
Moderate Growth Driven by Focus on Hygiene-Enhancing Formulations
Key Industry Trends
CHART 89 Key Industry Trends for Toilet Care
Industry Performance
CHART 90 Reckitt Launches Harpic Power Plus Rim Block with Dual-Action Cleaning in Singapore
Evolving Product Formats Deliver Convenience through Automatic Cleaning Systems and Multifunctional Solutions
CHART 91 Value Sales of Toilet Care 2020-2030
CHART 92 Volume Sales of Toilet Care 2020-2030
CHART 93 Value Sales of Toilet Care by Category 2025
What's Next?
Sustainability Set to Drive Demand for Refillable and Low-Waste Toilet Care Solutions
CHART 94 Analyst Insight for Toilet Care
Sharper Wellness Focus to Strengthen through Antibacterial and Deodorising Innovations
Digitalisation and Omnichannel Distribution Reshape Consumer Engagement
CHART 95 Forecast Value Sales of Toilet Care 2020-2030
CHART 96 Forecast Value Sales of Toilet Care by Category 2025-2030
Competitive Landscape
Reckitt Benckiser and Kao Lead through Innovation and Distribution
Kao’S Innovation Drives Competitive Advantage
CHART 97 Company Shares of Toilet Care 2025
CHART 98 Brand Shares of Toilet Care 2025
Channels
Supermarkets Lead Toilet Care Sales
CHART 99 Retail Channels of Toilet Care 2020-2025
Economic Context
CHART 100 Economic Context for Toilet Care
CHART 101 Real Gdp Growth 2020-2030
CHART 102 Inflation 2020-2030
Consumer Context
CHART 103 Consumer Context for Toilet Care
CHART 104 Population 2020-2030
CHART 105 Consumer Expenditure 2020-2030
CHART 106 Population by Generation 2025
Country Reports Disclaimer
POLISHES IN SINGAPORE
Key Data Insights
2025 Developments
Competition From Multi-Surface Cleaners Drives Deep Decline in Polishes
Key Industry Trends
CHART 107 Key Indutry Trends for Polishes
Industry Performance
Evolving Product Formats Support Sales through Convenience and Efficiency
CHART 108 Kiwi Expands with Instant Shine Sponge for On-the-Go Shoe Care
CHART 109 Value Sales of Polishes 2020-2030
CHART 110 Volume Sales of Polishes 2020-2030
CHART 111 Value Sales of Polishes by Category 2025
What's Next?
Office Return to Support Shoe Polish Recovery as Furniture Polish Declines
Sustainability Shapes Low-Chemical Product Development
E-Commerce and Dtc Strategies Reposition the Category as Premium
CHART 112 Forecast Value Sales of Polishes 2020-2030
CHART 113 Forecast Value Sales of Polishes by Category 2025-2030
Competitive Landscape
Sc Johnson & Son Dominates Polishes with Strong Brand Portfolio
CHART 114 Company Shares of Polishes 2025
CHART 115 Brand Shares of Polishes 2025
Channels
Supermarkets Leads While E-Commerce Continues to Gain Traction
CHART 116 Retail Channels of Polishes 2020-2025
Economic Context
CHART 117 Economic Context for Polishes
CHART 118 Real Gdp Growth 2020-2030
CHART 119 Inflation 2020-2030
Consumer Context
CHART 120 Consumer Context for Polishes
CHART 121 Population 2020-2030
CHART 122 Consumer Expenditure 2020-2030
CHART 123 Population by Generation 2025
Country Reports Disclaimer
AIR CARE IN SINGAPORE
Key Data Insights
2025 Developments
Wellbeing Focus and Mood-Boosting Innovations Drive Growth
Key Industry Trends
CHART 124 Key Industry Trends for Air Care
Industry Performance
CHART 125 Air Wick Scented Oils Vibrant Collection
Personalised Air Care Attracts Tech-Savvy Consumers
Sustainability Reshapes Product Development and Packaging
CHART 126 Value Sales of Air Care 2020-2030
CHART 127 Volume Sales of Air Care 2020-2030
CHART 128 Value Sales of Air Care by Category 2025
What's Next?
Sustainability Set to Drive Demand for Refillable and Eco-Friendly Air Care Solutions
Personalisation and Technology Are Transforming Consumer Interaction with Air Care Products
CHART 129 Analyst Insight for Air Care
Premiumisation Anticipated to Accelerate as Fragrance Becomes a Lifestyle Expression
CHART 130 Forecast Value Sales of Air Care 2020-2030
CHART 131 Forecast Value Sales of Air Care by Category 2025-2030
Competitive Landscape
Leading Players Maintain Grip through Innovation
Smart Innovation and Sustainability Shape Product Pipeline
CHART 132 Company Shares of Air Care 2025
CHART 133 Brand Shares of Air Care 2025
Channels
Supermarkets Channel Leads While E-Commerce Expands through Premium and Smart Air Care Formats
CHART 134 Retail Channels of Air Care 2020-2025
Economic Context
CHART 135 Economic Context for Air Care
CHART 136 Real Gdp Growth 2020-2030
CHART 137 Inflation 2020-2030
Consumer Context
CHART 138 Consumer Context for Air Care
CHART 139 Population 2020-2030
CHART 140 Consumer Expenditure 2020-2030
CHART 141 Population by Generation 2025
Country Reports Disclaimer
HOME INSECTICIDES IN SINGAPORE
Key Data Insights
2025 Developments
Health and Wellness Trends Prompt Natural Ingredient Reformulation
Key Industry Trends
CHART 142 Key Industry Trends of Home Insecticides
Industry Performance
CHART 143 Bio X 3-in-1 VOC-Free Aerosol Launches in Singapore
Multifunctional Formats Drive Convenience and Pace Efficiency
CHART 144 Value Sales of Home Insecticides 2020-2030
CHART 145 Volume Sales of Home Insecticides 2020-2030
CHART 146 Value Sales of Home Insecticides by Category 2025
What's Next?
Safer and More Natural Formulations to Drive Future Growth
Premiumisation through Smart Sensor Technology and Automation
E-Commerce and Subscription Models Transform Distribution
CHART 147 Forecast Value Sales of Home Insecticides 2020-2030
CHART 148 Forecast Value Sales of Home Insecticides by Category 2025-2030
Competitive Landscape
Sc Johnson and Reckitt Lead through Brand Equity and Innovation
Innovative Launches and Strategic Moves Shape Future Development
CHART 149 Company Shares of Home Insecticides 2025
CHART 150 Brand Shares of Home Insecticides 2025
Channels
Supermarkets Leads with E-Commerce Gaining Traction
CHART 151 Retail Channels of Home Insecticides 2020-2025
Economic Context
CHART 152 Economic Context for Home Insecticides
CHART 153 Real Gdp Growth 2020-2030
CHART 154 Inflation 2020-2030
Consumer Context
CHART 155 Consumer Context for Home Insecticides
CHART 156 Population 2020-2030
CHART 157 Consumer Expenditure 2020-2030
CHART 158 Population by Generation 2025
Country Reports Disclaimer

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