Category: Household Cleaners
Europe Household Cleaners
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Surface Care in Spain
... prices, driven by significant promotional efforts from manufacturers and retailers. Strategic pricing has spurred retail volume growth across the board, with the notable exception of home care disinfectants. The disinfectants segment continues to see a ... Read More
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Polishes in France
... French consumers are increasingly turned away from these products in light of budget pressures and evolving preferences. As surface cleaners become more efficient, many consumers now find these products sufficient for their cleaning needs, reducing ... Read More
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Surface Care in France
... gravitating towards multi-purpose cleaners. The French Descrozaille law played a significant role, creating a strong pull-forward effect in the first quarter of 2024. However, the overall surface care category struggled to maintain momentum in volume ... Read More
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Bleach in Switzerland
... consumer awareness of the potential risks associated with bleach, such as its harsh chemicals and environmental impact, has led many to seek out more sustainable alternatives. In Switzerland, bleach is available in two main formats: ... Read More
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Polishes in Switzerland
... to household chores, which has negatively impacted the polishes market. In addition, behavioural and lifestyle changes have challenged sales for polishes, with a rise in low-maintenance materials and movement away from wood furniture, making polishes ... Read More
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Bleach in Ireland
... makes it a staple in many households, particularly among older or more price-sensitive consumers. On the other hand, many younger consumers view it as outdated and toxic. Numerous publications on the damaging health effects of ... Read More
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Polishes in Ireland
... consumers are using polishes less frequently in their daily lives, and some specialist polishes are being replaced by universal products. This reflects changing consumer habits, with simplicity and convenience taking precedence over specialized cleaning routines. ... Read More
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Toilet Care in Hungary
... Unlike bleach, which has seen a steady decline due to concerns over its strong chemical composition and environmental impact, toilet care products are favoured for their perceived less harsh ingredients and proven effectiveness in maintaining ... Read More
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Polishes in Denmark
... example, in shoe polish, Silver Universal Waterproof claims to be suitable for all types of shoe materials. Similarly, the furniture polish brand Mr Strong Læderpleje promotes it suitability for all types of leather furniture on ... Read More
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Bleach in Denmark
... the bleach category. Increasingly, bleach is seen as out-dated and hazardous to human health and the environment, and a rising number of households are seeking safer alternatives. Euromonitor International's Bleach in Denmark market report offers ... Read More
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Toilet Care in Denmark
... environmental impact. In 2024, the rim block brand Ambi-Pur launched its WC Active Gel Block in a so-called ‘eco pack’ made entirely from 100% cardboard and zero plastic. Similarly, packaging for the rim block brand ... Read More
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Surface Care in Norway
... product offerings. The year 2024 witnessed the launch of the multi-purpose cleaner Jif Allrent Sparkling Happiness, which claims on the packaging to be ‘suitable for all surfaces.’ The product is pH Neutral to make it ... Read More
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Home Care in Bulgaria
... after experiencing exceptional growth in categories such as bleach and toilet care, spurred by heightened hygiene standards during the pandemic. Euromonitor International's Home Care in Bulgaria market report offers a comprehensive guide to the size ... Read More
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Home Care in Hungary
... Major segments such as liquid fabric softeners, concentrated powder detergents, and other detergents lost popularity as consumers prioritised affordability, seeking discounted products or bulk packaging deals. On the plus side... Euromonitor International's Home Care in ... Read More
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Home Care in Norway
... in home care. With many households still suffering cost-of-living pressures and disposable income levels failing to keep pace, consumers had to make cutbacks. Consumer confidence remained weak resulting in strong price sensitivity when buying home ... Read More
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Home Care in Romania
... care and dishwashing in 2023. However, inflation was less of a factor in 2024, despite the country exhibiting one of the highest rates of inflation in the EU. Despite improvements, consumers maintained a cautious approach ... Read More
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Toilet Care in Greece
... leading to a slowdown in the growth of the category in retail volume terms as the category reaches maturity. A decline in promotional activities also impacted sales with companies being forced to lower their prices, ... Read More
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Surface Care in the Netherlands
... driven by a desire to use less product while achieving better cleaning results, pushing demand for task-specific options over general-purpose cleaners. At the same time, consumers are becoming increasingly aware that multi-purpose cleaners, while convenient... ... Read More
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Bleach in the Netherlands
... using bleach, leading some to opt for eco-friendlier alternatives. The shift towards more sustainable cleaning products gained momentum in 2023 and has persisted in 2024. Although bleach remains effective, its harsh chemical profile and e... ... Read More
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Toilet Care in the Netherlands
... toilet liquids and rim blocks, leading to a decline in demand for these products. In response, brands have ramped up promotions, especially ‘buy one get one free’ on rim blocks and toilet liquids in major ... Read More
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Surface Care in the United Kingdom
... COVID-19 pandemic. However, growth rates have now normalised, with a steadier growth trajectory. Multi-purpose cleaners performed particularly well, as consumers often opt for these as opposed to task-specific surface care products. Standard floor cleaners and ... Read More
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Polishes in the United Kingdom
... was a universal decline across all product categories within polishes, with the biggest decline coming from metal polish, with the use of products which need metal polish being outdated. Furniture polish also struggled in 2024, ... Read More
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Bleach in Spain
... and value growth reaching double-digit levels. This spike was driven by a heightened focus on disinfection as households prioritised cleanliness to combat the virus. In subsequent years, as the disinfection frenzy waned, the demand for ... Read More
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Toilet Care in Spain
... year. Consumer demand and retailer focus have shifted significantly toward rim blocks, which achieved double-digit growth in both volume and current value terms. This surge has been accompanied by the declining availability of rim liquids, ... Read More
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Polishes in Spain
... stabilised unit prices and waning demand. Metal polishes emerged as the only segment to record growth due to the lack of effective substitutes for the products’ specific function. By contrast, furniture polish has suffered the ... Read More
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