Category: Household Cleaners
Household Cleaners market research reports by Euromonitor International
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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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Toilet Care in Denmark
In line with rising awareness of sustainability in Denmark, packaging innovation is gaining traction in toilet care. There is a strong desire for more sustainable options in toilet care as households seek to minimise their environmental impact. In 2024, the rim block brand Ambi-Pur launched its WC A ... 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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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 Peru
The market for surface care in Peru saw moderate growth in retail volume terms in 2024, with multi-purpose cleaners leading the way. Compared to specialised surface cleaning products, these offerings have benefited from the normalisation of cleaning habits following the pandemic. During the COVID-19 ... Read More
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Home Care in Algeria
It was a modest performance for home care in Algeria in 2024. With inflation continuing to be an issue, there was modest constant value and volume growth, and with similar growth across all segments. That being said, inflation was on a downward trajectory. However, value for money continued to be a ... 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 Hungary
In Hungary, challenging economic conditions, including sluggish macroeconomic growth and persistent inflation, significantly impacted the home care market in 2024. While rising prices boosted current value sales, volume sales declined across several key product categories. Major segments such as liq ... Read More
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Home Care in Israel
Israel’s home care industry saw significant price adjustments in 2024. In the wake of the Israel-Hamas war’s early stages, home care had brands initially refrained from increasing their prices, but by 2024, this approach led to average unit price rises. Despite these increases, home care overall did ... Read More
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Home Care in Angola
In 2024, home care in Angola is influenced by persistent inflation, rising production costs, and financial struggles, particularly among domestic producers. National brands are gaining traction due to affordability, with consumers prioritising value over premium imported options. Informal markets do ... Read More
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Home Care in Egypt
Home care in Egypt witnessed a more upbeat performance in volume sales over 2024 as the Egyptian economy began to stabilise and consumer demand picked up slightly. The Egyptian government signed a development deal worth $35 billion with UAE’s Abu Dhabi-based sovereign wealth fund ADQ. Whilst the bul ... Read More
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Home Care in Colombia
Inflation began to stabilise during 2024 and as a result prices in most categories within home care registered a more moderate increase after the price hikes seen in the previous two years. Although Colombians continue to be challenged by tight budgets and a high cost of living, basic home care prod ... Read More
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Home Care in Malaysia
The home care market in Malaysia saw relatively modest growth in current value terms in 2024 compared to the previous two years. According to the Department of Statistics Malaysia, inflation eased to 1.8% in November 2024, which, while lower than in 2022 and 2023, still presented challenges for low- ... Read More
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Home Care in Norway
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 ... Read More
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Home Care in Romania
Home care saw retail value sales rise in Romania in 2024, while volume sales stagnated. The price cap on food products generated a waterbed effect that was reflected in soaring unit price increases for laundry care and dishwashing in 2023. However, inflation was less of a factor in 2024, despite the ... Read More
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Toilet Care in Greece
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 ... Read More
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Surface Care in the Netherlands
Consumers in the Netherlands are increasingly opting for specialised surface care products, such as bathroom cleaners, kitchen cleaners, scourers, and floor cleaners, as they look for more effective solutions for specific tasks. This trend is driven by a desire to use less product while achieving be ... Read More
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Bleach in the Netherlands
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 ... Read More
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Toilet Care in the Netherlands
Bleach poses a growing threat to the toilet care category in the Netherlands, as more consumers opt for its affordability and effectiveness over specialised products. Many households are using bleach as a cheaper alternative to toilet liquids and rim blocks, leading to a decline in demand for these ... Read More
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Bleach in Australia
Australia’s bleach category continued to see declines and in both volume and value terms in 2024, in a pattern that began during the aftermath of the pandemic. This decline is primarily attributed to changing consumer lifestyles and heightened awareness around health and environmental concerns. Many ... Read More
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Toilet Care in Australia
In 2024, toilet care in Australia saw toilet liquids and foams record steady growth due to their familiarity, competitive pricing and proven effectiveness. Toilet cleaning remains a task that many consumers seek to simplify, creating sustained demand for solutions that are convenient, effective and ... Read More
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Polishes in Australia
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 ... Read More
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Surface Care in Brazil
As overall inflation rates eased, and the basic basket of goods exerted less pressure on home care products, surface care in Brazil continued to grow in both retail volume and current value terms in 2024. While home care wipes and floor cleaning systems saw the strongest value growth rate, this was ... Read More
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Toilet Care in Brazil
Toilet care products in Brazil maintained retail volume and current value growth in 2024. However, the inflationary pressure that hit the country over recent years drove the rise of regional brands, which led toilet care to see a deceleration of value growth in 2024, while accelerating its volume gr ... Read More
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Surface Care in the United Kingdom
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 ... Read More
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