Category: Household Cleaners
Household Cleaners market research reports by Euromonitor International
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Bleach in Estonia
Bleach continues to record volume decline in 2024 as it is perceived to be old fashioned, and competition from other categories, including toilet care and surface care, is hampering sales. In addition, consumers are increasingly concerned about the chemical content of bleach and are opting for safer ... Read More
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Bleach in Costa Rica
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 ... Read More
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Toilet Care in Dominican Republic
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 ... Read More
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Polishes in Bosnia and Herzegovina
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, ... Read More
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Bleach in Azerbaijan
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 ... Read More
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Home Care in Ghana
In 2024, home care in Ghana experienced growth in volume sales despite significant price increases across the sector. Products such as washing powder, bleach, and dishwashing soap are expected to see the most growth, as they remain the most frequently purchased household items. However, rising costs ... Read More
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Home Care in Sweden
Sweden’s home care industry saw strong retail current value growth in 2024, though while retail volume growth was solid it lagged behind, reflecting a divergence in the pace of price increases and unit sales. Value growth was primarily driven by price increases, with the rate of these increases slow ... Read More
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Toilet Care in Mexico
Toilet care continued to deliver positive retail current value growth in Mexico in 2024, due to continuous innovation, which keeps such products attractive to consumers. Despite this, retail volume growth was modest, as many consumers still find strong attributes such as practicality and savings in ... Read More
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Surface Care in Estonia
Overall sales of surface care in Estonia are stagnating in 2024 as rising VAT adds further upward pressure on prices. With increased price sensitivity, consumers continue to shift to multi-purpose products with anti-bacterial features, appreciating their perceived value for money as well as their co ... Read More
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Polishes in Estonia
Volume sales of polishes in Estonia continue to decline in 2024, driven by lifestyle and fashion changes. Fewer consumers are purchasing and maintaining sophisticated furniture or cutlery that requires polishing, and there is competition from surface care products that offer similar cleaning propert ... Read More
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Toilet Care in Costa Rica
Toilet care is underdeveloped in Costa Rica, remaining the smallest category within home care in 2024. During the latter part of the review period, elevated inflation limited growth in retail volume sales of toilet care, as local consumers favoured more affordable alternatives, such as bleach and su ... Read More
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Polishes in Dominican Republic
At a time when Dominicans remain cautious with their spending, purchasing dedicated floor polishes has not been a priority. Instead, consumers have often turned to more affordable alternatives, such as multi-purpose cleaners or floor cleaners, which typically come at lower retail prices - an importa ... Read More
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Surface Care in Dominican Republic
Despite rising living costs in recent years, Dominicans continue to prioritise home care tasks, particularly surface cleaning. The strong association between hygiene, home cleanliness, and overall health is well-established among local consumers - a mindset that was further reinforced during the pan ... Read More
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Bleach in Dominican Republic
In 2024, bleach showed moderate growth in retail volume terms, continuing to be widely used by Dominicans for its cleaning and disinfecting properties. However, in the post-pandemic era, the emphasis on disinfecting qualities has waned for many consumers. While antibacterial properties remain a prio ... Read More
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Surface Care in Croatia
Surface care in Croatia is adapting to the needs of a growing tourism market with tourists seeking ready-to-use and hassle-free cleaning solutions. Tourists staying in short-term rentals and vacation homes often prioritise convenience and efficiency, opting for single-use or disposable surface care ... Read More
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Toilet Care in Croatia
Private label products are becoming increasingly popular in toilet care with Denkmit from dm-Drogerie Markt doo leading the way in Croatia. These products are gaining traction as consumers look for high-quality, budget-friendly alternatives to traditional brands. Denkmit offers a wide range of toile ... Read More
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Polishes in Croatia
Surface polishes in Croatia are evolving to meet higher consumer expectations and a need for hygiene-focused solutions. Beyond delivering a polished finish, surface polishes are increasingly valued for their antibacterial and sanitising properties. This shift reflects heightened awareness of health ... Read More
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Bleach in Bosnia and Herzegovina
In 2024, bleach in Bosnia and Herzegovina recorded low retail value growth of 1%, while retail volume continued to decline amidst diminishing consumer demand. For many consumers, bleach is increasingly perceived as outdated, contributing to its gradual decline in the market. As consumer preferences ... Read More
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Toilet Care in Bosnia and Herzegovina
In 2024, toilet care in Bosnia and Herzegovina recorded a 5% rise in retail value sales, bolstered by the ongoing impact of inflation and stable consumer demand. Despite the maturity of the most established toilet care categories, consumer interest remained high, driven by innovation and convenience ... Read More
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Toilet Care in Azerbaijan
Toilet care was one of the best performing home care products in Azerbaijan in 2024, registering healthy current value and volume growth. Toliet/liquid foams was the best performing product and also accounted for most value sales. Rim liquids also accounted for significant value sales, with value sa ... Read More
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Surface Care in Azerbaijan
Surface care in Azerbaijan registered minimal volume growth in 2024. Though inflation eased, consumers remained price sensitive and players supported volume sales by offering frequent discounts and promotions. In particular, floor cleaners performed badly, with volume sales falling by a tenth. Produ ... Read More
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Bleach in Latvia
The bleach category continued to witness volume decline in 2024, amidst strong competition from other cleaners that have a less irritating smell. Increasingly, consumers prefer to use home care detergents that feature disinfectant components with safer formulations. Consumers increasingly prioritise ... Read More
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Home Care in Ethiopia
In 2024, home care in Ethiopia has faced rising prices due to high inflation and a foreign exchange shortage, limiting consumer demand. Small-scale manufacturers of liquid detergents have grown, meeting price-sensitive needs, while private label products have gained traction as affordable alternativ ... Read More
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Home Care in Jordan
Sales of home care saw steady growth in value and volume terms in 2024 despite prevailing economic pressures and elevated inflation. Consumers remain focused on ensuring good hygiene in the home with this boosting demand for disinfectant products while also creating demand for products with antibact ... Read More
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Home Care in Côte d'Ivoire
Home care saw sales grow in both volume and value terms in Côte d’Ivoire in 2024. There was inflationary pressure on prices but competition and substitutes prevented more significant price increases. The market saw growth driven by favourable demographics, real estate expansion and the extension of ... Read More
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