Category: Household Cleaners
Household Cleaners market research reports by Euromonitor International
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Surface Care in Australia
The high cost of living and persistent inflationary pressures have significantly shaped the surface care market in Australia in 2024, leading to a sharp increase in product prices. For instance, data from Euromonitor’s Price Tracker indicates that the price of Harpic rose by more than 26% between Oc ... Read More
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Bleach in Greece
Sales of bleach declined in current value terms in 2024 as prices began to normalise. The high share of private label in the category and limited brand activation negatively affected the growth of the category in value terms. Bleach is classified as a basic category for most Greek households and hen ... Read More
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Surface Care in Egypt
Home care disinfectants witnessed growing volume sales in 2024, reflecting the stronger emphasis on health and hygiene in Egyptian households. At the same time, some consumers switched to more affordable alternatives with some also wishing to boycott Western brands. Dettol holds a strong lead in hom ... Read More
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Toilet Care in Bulgaria
In 2024, the toilet care market in Bulgaria demonstrated positive growth in both volume and current volume terms, assisted by the stabilisation of unit prices. This came in spite of ongoing operational cost pressures for distributors and retailers, driven by rising energy prices and higher wages. Pe ... Read More
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Polishes in Chile
In 2024, retail volume sales of polishes in Chile continued to decline, as busy local consumers became less interested in maintaining various chores or using these products. Unlike many other home care categories, polishes is no longer viewed as essential, and the lack of innovation from manufacture ... Read More
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Home Care in Italy
Sales of home care saw steady growth in current value terms in 2024 although this was mainly driven by higher unit prices rather than a significant increase in volume terms. Elevated inflation, alongside an overall reduction in the the promotional activity across retailing served to push prices up d ... Read More
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Home Care in Spain
Spain’s home care industry maintained steady growth in retail current value terms throughout 2024, despite facing challenges in volume across certain segments. Overall, retail value increased by mid-single digits, supported by price stabilisation aligning with the inflation index. In some cases, agg ... Read More
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Home Care in New Zealand
The demand for home care in New Zealand in 2024 was heavily influenced by the cost-of-living challenges faced by consumers. In 2022-2023, the country experienced high inflation rates as it grappled with supply chain and infrastructure disruptions and the after-effects of cheap access to money, follo ... Read More
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Home Care in Argentina
In 2024, home care in Argentina experienced a significant retail volume decline, primarily driven by an economic recession, currency depreciation, and persistently high inflation. The new government that took office in December 2023 implemented a drastic devaluation of the Argentine peso, reducing i ... Read More
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Home Care in Bangladesh
In 2024, home care has seen modest growth in demand, with urban areas outperforming rural regions. Hygiene and cleanliness practices have increased, driving higher demand across household, corporate, and commercial sectors, including food service. Low-income consumers, served predominantly by inform ... Read More
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Polishes in New Zealand
The economic situation shaped demand trends in polishes in New Zealand in 2024, For the majority of the year, New Zealand was gripped by cost-of-living pressures as the country’s central bank fought high inflation and interest levels. As a consequence, consumers experienced reduced levels of discret ... Read More
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Surface Care in Norway
Cost-of-living pressures continue to drive households in Norway towards surface care products that offer an affordable price and that deliver value. Manufacturers have been addressing the need for value by increasing the versatility of their product offerings. The year 2024 witnessed the launch of t ... Read More
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Bleach in Denmark
The bleach category faces significant challenges in Denmark due to rising health concerns. Higher awareness of the potential health risks associated with bleach, such as respiratory issues and skin irritation, are driving consumers away from the bleach category. Increasingly, bleach is seen as out-d ... Read More
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Polishes in Denmark
Danish households are seeking more versatile and multi-functional polishes in Denmark. This helps to simplify cleaning routines, offers cost savings, and minimises the use of home storage space. Manufacturers are responding to this requirement. For example, in shoe polish, Silver Universal Waterproo ... Read More
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Toilet Care in Colombia
Sales of toilet care declined in current value terms in 2024. The reduced demand for rim blocks and toilet liquids/foam along with a price reduction in in-cistern devices, the largest category, were behind the drop in sales. Products for the specific cleaning and maintenance of toilets are not consi ... Read More
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Surface Care in Bolivia
Surface care in Bolivia registered healthy volume growth in 2024, with locally produced brands, including from global players such as Unilever, performing better than imported brands, which saw prices rise significantly. There was a scarcity of US dollars in the formal financial system due to sharp ... Read More
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Surface Care in South Africa
Surface care in South Africa remained resilient in terms of retail current value growth in recent years, and solid growth continued in 2024. The rise in working from home and hybrid working has led to an increase in the demand for surface care products. As people are spending more time at home, they ... Read More
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Surface Care in South Korea
Surface care in South Korea experienced another year of retail current value growth in 2024, with one of the main factors driving sales being the continued increased focus on hygiene standards in the post-pandemic period. As both individuals and businesses are placing greater importance on cleanline ... Read More
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Surface Care in Indonesia
In 2024, the surface care category in Indonesia posted solid single-digit growth. Surface care products remain essential for households across the country, with the heightened focus on hygiene and cleanliness continuing to influence consumer behaviour. However, the growth rate was moderate due to ma ... Read More
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Toilet Care in the Czech Republic
Toilet care in Czech Republic saw demand for in-cistern devices declining in 2024, in a trend that is projected to persist. This is primarily attributed to the growing adoption of modern toilet designs, particularly those with concealed cisterns. Such designs make it difficult to access the water ta ... Read More
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Home Care in South Korea
Home care in South Korea maintained solid but slower retail current value growth in 2024. However, when taking inflation into account, growth was similar to the previous year. According to 2024 Annual Consumer Price Trends, released by Statistics Korea, consumer prices rose by 2.3% in 2024 compared ... Read More
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Home Care in Bulgaria
In 2024, home care in Bulgaria remained stable in retail volume terms, following declines in the previous two years, due to significant price increases. In 2022 and 2023, the market returned to lower pre-COVID volumes, after experiencing exceptional growth in categories such as bleach and toilet car ... Read More
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Home Care in Chile
In 2024, home care in Chile recorded a mixed performance, with some categories recording marginal value growth but a contraction in volume sales. This was primarily due to the prioritisation of purchases by Chilean consumers after two years of historically high double-digit inflation rates, in line ... Read More
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Polishes in Norway
Retail price growth moderated in polishes over 2024, following the sharp increases seen in Norway during 2022-3. Polishes have seen rising costs in the post-pandemic era, due to escalating operating costs in the form of material sourcing, logistical expenses, rent, and salaries. This translated into ... Read More
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Polishes in Israel
Polishes in Israel saw a significant number of price increases in 2024, reflecting broader economic challenges. Following the outbreak of the Israel-Hamas war, companies delayed planned price adjustments for several months, aiming to stabilise the market during the conflict. However, this postponeme ... Read More
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