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Market research for the home care industry

Euromonitor has the world’s most comprehensive research on the home care industry. We monitor and analyse industry trends in home care globally, including in-depth data on market share and market size – from the “big picture” down to specific category levels. Categories in home care include:

Euromonitor data and market analysis advances your knowledge of the industry and its competitive environment, ensuring accurate and focused strategies for your business. Our market research can be used throughout your entire organisation, including strategic development, marketing, mergers and acquisitions, and brand management.

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Country Report

Bleach in the United Arab Emirates

In 2013 consumers continued to build on the laundry hygiene trend, and used bleach to kill bacteria. Due to its disinfection properties it remains a must-have product in home care, and is believed to be the most efficient way to tackle bacteria at ...

Apr 2014 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Dishwashing in the United Arab Emirates

In 2013, as consumers migrated to more sophisticated products, automatic dishwashing became more popular, mainly driven by product innovation. In particular, dishwashing liquids and tablets and dishwashing additives grew, due to premiumisation and an...

Apr 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Home Insecticides in the United Arab Emirates

In 2013 home insecticides continued to be dominated by spray/aerosol insecticides, as the most popular format for eliminating insects. This is mainly because spray/aerosol insecticides are more effective in large spaces, whilst electric insecticides ...

Apr 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Laundry Care in the United Arab Emirates

In 2013 consumers continued to migrate to more value-added laundry products within laundry care. Growing demand was seen for more sophisticated products, due to rising consumer confidence and disposable incomes, and the need for convenient formats of...

Apr 2014 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Home Care in the United Arab Emirates

With economic recovery back on track in the United Arab Emirates, the home care market benefited from stronger consumer confidence and growing work opportunities, driving higher numbers of expatriates into the country. The political instability ...

Apr 2014 | US$2,400 | Pages: 76 | Add to cart | View details

Country Report

Polishes in the United Arab Emirates

With the steady improvement in economic conditions in the United Arab Emirates and more job openings, this positively influenced the polishes category in 2013, as in 2012. In addition, the trend towards more formal attire influenced shoe polish, as ...

Apr 2014 | US$900 | Pages: 15 | Add to cart | View details

Country Report

Surface Care in the United Arab Emirates

In 2013 there was increased awareness of antibacterial products and health, mainly led by marketing campaigns carried out by multinational brands such as Dettol by Reckitt Benckiser through television commercials. This also encouraged consumers to ...

Apr 2014 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Toilet Care in the United Arab Emirates

The health awareness drive as a result of government initiatives, as well as multinational brands emphasising healthier ingredients through product labelling, boosted sales for the toilet care category, as consumers continued to become more aware of ...

Apr 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Air Care in Egypt

Retail value sales saw healthy growth of 4% in 2013. This was mainly driven by car air fresheners. Car air fresheners remained highly affordable at an average unit price of E£5.20 per unit in 2013 and this fact combined with heavy pollution in Egypt ...

Apr 2014 | US$900 | Pages: 17 | Add to cart | View details

Country Report

Bleach in Egypt

In 2013, bleach continued to be seen as a household cleaning staple in Egypt and was used in the cleaning of tiles, floors, kitchen surfaces and bathrooms, amongst other things. Thus, it continued to see dynamic volume growth in 2013 as population ...

Apr 2014 | US$900 | Pages: 12 | Add to cart | View details

Country Report

Dishwashing in Egypt

Increasing unit prices, driven by political and economic unrest in the country, pushed retail value sales growth in 2013. This, coupled with the slight increase seen in the penetration of dishwashers, had a positive effect on retail value sales ...

Apr 2014 | US$900 | Pages: 20 | Add to cart | View details

Country Report

Home Insecticides in Egypt

Hot weather was the main driver of demand for home insecticides in 2013 and over the review period as a whole. Insects are normally found in hot weather and it remained common to see insects inside houses in Egypt. In addition, the polluted ...

Apr 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Laundry Care in Egypt

Strong retail value sales growth in 2013, came on the back of rising consumer confidence, as the economy stabilised and the political climate improved, thereby pushing consumption overall. Also, rising inflation contributed to healthy retail value ...

Apr 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Home Care in Egypt

Despite the slightly slower retail volume sales growth seen in 2013, the review period saw very strong retail volume and value sales growth overall. Current value sales growth remained strong on the back of rising prices, whilst retail volume sales ...

Apr 2014 | US$2,400 | Pages: 64 | Add to cart | View details

Country Report

Polishes in Egypt

The dusty weather in Egypt has always created the perfect conditions for polishes to thrive. This explains the healthy retail volume sales growth seen over the review period and in 2013 by furniture and shoe polish. Meanwhile, the modernisation of ...

Apr 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Surface Care in Egypt

In 2013, surface care in Egypt saw an increase in spending on advertising especially through television. The main players spent vast amounts in supporting their brands, including Dettol and Mr Muscle, amongst others. Companies focused on raising ...

Apr 2014 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Toilet Care in Egypt

The positive retail value sales growth seen in 2013 was mainly due to rising specialisation in household care products. This saw many people moving to more specialised products, including toilet care, as strong advertising campaigns pushed demand for...

Apr 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Air Care in Italy

Air care was strongly affected by the economic crises, registering a decline in value and volume terms in 2013. The country's economic situation had a negative impact on these products seen as complementary and not strictly necessary. Having seen a ...

Apr 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Bleach in Italy

In 2013 volume sales of bleach increased by 2%. In order to save money consumers are using bleach as a substitute in areas such as laundry care, surface care and spot and stain removing. Its effectiveness in disinfection and cleaning together with ...

Apr 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Dishwashing in Italy

In 2013, current value sales of dishwashing decreased by 3%. Volume sales of hand dishwashing fell by 1% and within automatic dishwashing only automatic dishwashing liquids saw positive growth. The economic crises that reduced Italians’ disposable ...

Apr 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Home Insecticides in Italy

Seasonality is a key factor in home insecticides. During summertime sales of home insecticide products increase because the climate creates the conditions for insects to spread. In 2013 bad weather characterised the Italian summer and reduced the ...

Apr 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Laundry Care in Italy

Laundry care is the most relevant category in home care in volume and value terms. In 2013, it has been the most dynamic one as it has witnessed launches of new products and several innovations towards multi-purpose detergents. In 2013 the trends ...

Apr 2014 | US$900 | Pages: 35 | Add to cart | View details

Country Report

Home Care in Italy

The expected recovery of the Italian economy did not occur as predicted in 2013. The general sense of scepticism about the future, the persistent high level of unemployment and an income that is less and less available resulted in a negative growth ...

Apr 2014 | US$2,400 | Pages: 78 | Add to cart | View details

Country Report

Polishes in Italy

Given the ongoing economic crisis in Italy many consumers shifted their preferences towards cheaper multi-purpose cleaners in 2013. Polishes are more expensive compared to other substitute surface care products. Italians, worried about the future and...

Apr 2014 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Surface Care in Italy

2013 saw two major trends: consumers continued to prefer multiuse cleaners rather than task-specific products and many switched to cheaper products like bleach. Although task-specific products like bathroom and oven cleaners are still seen as more ...

Apr 2014 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Toilet Care in Italy

2013 saw a decline by 3% in current value. The category is suffering from the struggling economy as well as the shift of consumer preference towards cheaper products and price promotions. The high unemployment levels and the political instability, ...

Apr 2014 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Air Care in Poland

Poles are becoming increasingly open to novelties in terms of new scent compositions as well as new delivery formats in air care. They are more eager to choose non-standard fragrances, such as Bali Sunset or Moonlight Vanilla offered within Ambi Pur ...

Apr 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Bleach in Poland

The rising availability of speciality products, such as toilet liquids, spot and stain removers and multipurpose cleaners, are drawing consumers away from bleach, which is considered somewhat outmoded and not innovative. In addition, the bleach ...

Apr 2014 | US$900 | Pages: 17 | Add to cart | View details

Country Report

Dishwashing in Poland

Penetration of dishwashers in Poland is gradually rising, with the figure reaching almost 20% in 2013. A growing number of Poles appreciates the convenience of use as well as the ability to reduce water and energy consumption. This in turn impacts ...

Apr 2014 | US$900 | Pages: 27 | Add to cart | View details

Country Report

Home Insecticides in Poland

Sales of home insecticides benefit from a growing availability in major retail chains as well as a rising selection of dedicated products, which help to deal with the problem of flying and crawling insects. Consumers are increasingly interested in ...

Apr 2014 | US$900 | Pages: 15 | Add to cart | View details

Country Report

Laundry Care in Poland

Consumers are becoming increasingly demanding, which is why manufacturers of laundry care try to satisfy their evolving needs by launching new, innovative products. Most developments take place in terms of improved formulae, new scents and added ...

Apr 2014 | US$900 | Pages: 29 | Add to cart | View details

Country Report

Home Care in Poland

Home care enjoyed positive current value growth in 2013 as most of the categories, such as dishwashing and laundry care, are regarded as necessity items and are used in almost every household. Consumers are becoming increasingly aware of what ...

Apr 2014 | US$2,400 | Pages: 73 | Add to cart | View details

Country Report

Polishes in Poland

Economic uncertainty has a negative impact on sales of specialist products, including polishes. Many price-sensitive consumers regard those as unnecessary products; therefore they refrain from purchasing such offerings as floor polish, furniture ...

Apr 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Surface Care in Poland

Poles are becoming increasingly demanding and seek specialist products whilst shopping for surface care. They more eagerly reach for dedicated solutions to clean different areas in the house as well as different surfaces. Effectiveness and ...

Apr 2014 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Toilet Care in Poland

Poles are becoming increasingly aware of proper home hygiene, paying special attention to the cleanliness of the bathroom. Therefore, demand for specialist products being suitable to clean different areas and surfaces in the bathroom is rising, with ...

Apr 2014 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Air Care in Portugal

Not seen as essential, air care took a hit when the recession started. However, the Portuguese appreciate living in a tidy and fresh environment, so fragrances increasingly played an important role across home care. Purchasing power constraints meant...

Apr 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Bleach in Portugal

Henkel halted the production of Neutrex in 2011. The company shipped the last units of its bleach product in 2012. Before leaving the chlorine bleach business, the consumer goods giant only ranked number six in Portugal, behind competitors such as ...

Apr 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Dishwashing in Portugal

Dishwashing’s strong current value growth in 2013 was in line with the surprisingly good performance of home care in Portugal. Consumers with strained budgets continued to reduce their dining out occasions which helped push up sales of dishwashing ...

Apr 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Home Insecticides in Portugal

Unlike other home care categories, sales of home insecticides are affected as much by weather conditions as by movements in purchasing power. The summer of 2013 registered temperatures higher than either 2011 or 2012 which had been particularly mild....

Apr 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Laundry Care in Portugal

Liquid detergents have had longstanding success in Portugal. The liquid format became bigger than powder in value terms in 2012. Liquids continued to grow in 2013 and account for the largest proportion of laundry detergents sold in Portugal. This is ...

Apr 2014 | US$900 | Pages: 29 | Add to cart | View details

Country Report

Home Care in Portugal

After shrinking in current value terms in 2012, home care returned to growth in 2013. This is remarkable for a saturated market in a country whose economy is only expected to return to economic growth in 2014. The growth in value was caused by two ...

Apr 2014 | US$2,400 | Pages: 74 | Add to cart | View details

Country Report

Polishes in Portugal

For over a decade the demand for polishes in Portugal experienced a downward trend. Casual shoes and laminate floors require less polishing and consumers reduced their purchase of the product. Outstanding growth will not return but there is also no ...

Apr 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Surface Care in Portugal

Consumers are reluctant to invest in cleaning products that they can only use for one purpose. Products sold as kitchen or bathroom cleaners are often used by consumers to clean other parts of the house or even for purposes as far afield from home ...

Apr 2014 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Toilet Care in Portugal

Toilet care recovered from 2012’s decline and grew by 2% in current value terms in 2013. Brands gained one percentage point in value share from private label which helped the growth. Prices increased in 2013 which also drove value’s good performance.

Apr 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Air Care in the United Arab Emirates

In 2013 the economy in the United Arab Emirates continued to improve. Air care remained a category which allowed further product innovation, due to the ongoing trend of consumers continuing to see air care more as a form of ambience and a ...

Apr 2014 | US$900 | Pages: 20 | Add to cart | View details

Country Report

Toilet Care in Dominican Republic

A longstanding trend in the market may have even been reinforced by the economic slowdown in 2013: toilet care products mainly as product used by mid-high and high-income households that believe in the need of specialised products for toilet care. ...

Apr 2014 | US$900 | Pages: 14 | Add to cart | View details

Country Report

Air Care in Belarus

Air care retail volume sales increased by 9% in 2013, while current retail value sales increased by 23%. The sales share of inexpensive brands and products increased in the category, allowing it to maintain volume sales growth.

Apr 2014 | US$900 | Pages: 13 | Add to cart | View details

Country Report

Bleach in Belarus

Pure bleach does not exist in Belarus. The main reason is that the major ingredient in bleach is chlorine, which is considered by Belarusians harmful to health. However, chlorine is one of the ingredients in products found in some other categories of...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Dishwashing in Belarus

In spite of the improvement in Belarus’ economy in 2013, economical consumption remained the key market trend. Demand for dishwashing products, mainly hand dishwashing products, remained fairly stable during the review period as such products are ...

Apr 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Home Insecticides in Belarus

Sales of insecticides in Belarus have a seasonal character. The summer of 2013 began late, but was warm and wet with average temperatures across the country being higher than the climatic norm. Such weather conditions contributed to the emergence of ...

Apr 2014 | US$900 | Pages: 13 | Add to cart | View details
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Custom Research Projects

Passport: Market intelligence systems

Passport Home Care is the leading on-line market intelligence system for strategic, corporate and marketing planning.

  • Passport Air Care Americas
  • Passport Bleach Asia Pacific and Australasia
  • Passport Dishwashing Eastern Europe
  • Passport Insecticides Middle East and Africa
  • Passport Laundry Care Western Europe
  • Passport Polishes Americas
  • Passport Surface Care Asia Pacific and Australasia
  • Passport Toilet Care Eastern Europe

A regional subscription delivers unrivalled levels of research and analysis for Home Care products, helping you make clear, confident decisions.

Reference Books more ›

Statistical Reference Handbook

Statistical Reference Handbook

Statistical Reference Handbook