Category: Household Cleaners
Household Cleaners market research reports by Euromonitor International
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Polishes in the United Kingdom
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 ... Read More
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Toilet Care in Indonesia
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 ... Read More
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Polishes in Indonesia
Polishes was somewhat static in Indonesia in 2024, with minimal activity across most subcategories. One reason for this is the limited demand for furniture and metal polishes, as consumers are increasingly less focused on maintaining these items - particularly as disposable, lower-maintenance furnit ... Read More
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Toilet Care in South Korea
Toilet care in South Korea experienced modest retail current value growth in 2024. Within toilet care, toilet cleaning systems saw the highest growth rate, and this also continued to account for the highest share of value sales. This robust performance was primarily fuelled by the rising popularity ... Read More
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Toilet Care in Malaysia
In 2024, the toilet care market in Malaysia experienced positive retail volume and current value growth, albeit from a relatively low base, with the only categories registering notable sales being toilet liquids/foam and in-cistern devices. During the pandemic, many Malaysians adopted rigorous clean ... Read More
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Toilet Care in Saudi Arabia
Saudi Arabia’s toilet care posted positive growth in both volume and current value terms in 2024. In-cistern devices, while initially perceived as costlier than other toilet cleaning formats, offer notable long-term benefits for consumers. Once installed, these devices minimise the need for frequent ... Read More
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Surface Care in Saudi Arabia
Surface care in Saudi Arabia saw surface cleaning wipes - particularly all purpose varieties – gain traction in 2024. The overall category of surface care, which currently features a limited range of international brands such as Clorox and Dettol, is seeing a growing presence of local players. These ... Read More
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Surface Care in the United Arab Emirates
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 ... Read More
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Polishes in Saudi Arabia
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 ... Read More
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Toilet Care in China
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 ... Read More
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Bleach in China
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 ... Read More
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Bleach in Spain
Bleach in Spain showed continued growth in both retail volume and current value terms in 2024. During the early months of the COVID-19 pandemic in 2020, bleach experienced a dramatic surge in demand, with volume and value growth reaching double-digit levels. This spike was driven by a heightened foc ... Read More
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Toilet Care in Spain
Within Spain’s toilet care category, rim blocks was by far the fastest-growing segment in 2024, driving substantial volume and current value growth overall and supported by price stabilisation following the sharp increases of the previous year. Consumer demand and retailer focus have shifted signifi ... Read More
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Polishes in Spain
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 ... Read More
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Bleach in France
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 ... Read More
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Polishes in Italy
Unlike most other areas of home care, sales of polishes failed to take off during the COVID-19 pandemic with consumers paying more attention to cleaning and sanitising their homes more than polishing. Although the pandemic is now over polishing is still considered a secondary chore compared to clean ... Read More
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Toilet Care in Switzerland
Toilet care experienced negative retail value and volume growth in 2024, reflecting the product's challenging year. Throughout 2024, many consumers continued to seek easy-to-use solutions that simplify bathroom maintenance, which saved toilet care from seeing a further retail volume fall than 1%. Ho ... Read More
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Toilet Care in Ireland
Both retail volume and retail current value sales of toilet care rose in 2024. Toilet care is a well-established category with almost no innovation or new offers, so value growth is generally driven by price adjustments, rather than volume increases, as consumer demand remains steady but uninspired. ... Read More
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Toilet Care in Bolivia
Value sales remained relatively low for toilet care in Bolivia in 2024. However, it registered healthy volume growth. That being said, volume growth was lower than recent years as higher prices in particular for imported brands dampened demand. A severe shortage of US dollars, owing to falling forei ... Read More
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Polishes in Bolivia
As with other home care products, price increases had an impact on consumer behaviour in polished in Bolivia in 2024. This was particularly for imported brands, where a severe shortage of US dollars, owing to falling foreign reserves arising from declining gas production and mounting debt levels, le ... Read More
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Toilet Care in Norway
Cost-of-living pressures remained significant for many households in 2024 resulting in strong price sensitivity within the toilet care category. Households were drawn towards products delivering value for money. Manufacturers have addressed this by attribute bundling to increase the value for money ... Read More
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Surface Care in New Zealand
Task-specificity has been a key trend in surface care in New Zealand, with categories like kitchen cleaners and bathroom cleaners benefiting from consumers seeking specialist cleaning solutions. This trend was boosted by strong levels of domestic retail spending and an increased focused on household ... Read More
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Surface Care in Romania
Surface care recorded growth in both value and volume terms in Romania in 2024, stimulated by innovation, a wide range of prices, and aggressive marketing. Unit prices registered strong growth in 2023, mostly due to a waterbed effect generated by price capping for food products. However, unit price ... Read More
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Surface Care in Chile
Despite a significant focus on the disinfection aspect of surface care in Chile during the pandemic, volume sales of the category continued to decline towards the end of the review period. The demand for these products, previously considered a priority at the height of COVID-19, has dropped below pr ... Read More
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Toilet Care in Algeria
Value sales continued to be low for toilet care in Algeria in 2024 in comparison with competing products such as surface care and bleach. With products in this segment being mainly imported, they are considered expensive and there are more affordable offerings in bleach and surface care. As such, th ... Read More
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