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Market Research on the Home Care Industry

Euromonitor International publishes the world's most comprehensive market research on the homecare industry. We provide data and analysis on everything from total market sizes, market shares and industry trends to specific sub-category level information, including:

Related to this market: ingredients, retailing, luxury goods, institutional channels, health and wellness, personal care and electricals.

In addition we can provide in-depth data and statistics on: consumer lifestyles, income and expenditure, population, cities, households, the digital consumer, economy, finance and trade.

As well as; business dynamics and commercial industrial supply chains.

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Company Profile

Henkel AG & Co KGaA in Home Care

Henkel is the fifth largest home care manufacturer in the world and the second largest in Western Europe. This profile analyses Henkel’s strategic efforts to strengthen its position in key categories in mature developed markets, examines its strong ...

Jun 2016 | US$570 | Pages: 42 | Add to cart | View details

Global Briefing

In-wash Scent Boosters: A Game Changer for Laundry Care?

Scent boosters is the biggest newcomer in the home care market, which has been given considerable attention by global detergent brand makers. Using microencapsulation technology, this product line is likely to change how laundry care categories are ...

May 2016 | US$1,325 | Pages: 57 | Add to cart | View details

Global Briefing

Global Trends in Home Care and Beauty and Personal Care Surfactants

Surfactants are an essential ingredient in many home care and beauty and personal care products. With weak growth in Western regions opportunities for growth are now in the developing regions, which account for the majority of global volumes. Growth ...

May 2016 | US$1,325 | Pages: 42 | Add to cart | View details

Global Briefing

New Consumerism and Sharing: Future Power the Smart Meter Revolution

This report investigates the impact of smart energy metering to domestic homes, with a focus on the UK where roll-out is beginning in 2016, but also with a broader global perspective. In light of the analytics industry growing around this sector, ...

May 2016 | US$1,325 | Pages: 75 | Add to cart | View details

Global Briefing

Corporate Strategies for Success – Industry Focus or Diversification?

Traditionally, conglomerates have spread their presence across different markets to dilute risk, but now leading manufacturers are increasingly streamlining their portfolios to release resources for their core operations, but this limits the growth ...

May 2016 | US$1,325 | Pages: 45 | Add to cart | View details

Strategy Briefing

Brexit and the Implications for the Consumer Goods Industry

As the UK heads towards its EU membership referendum, there remains much uncertainty over both the outcome and the implications of a vote to leave. In fact uncertainty is the key challenge in regard to Brexit, and this uncertainty will contribute to ...

May 2016 | US$1,325 | Pages: 24 | Add to cart | View details

Country Report

Air Care in Portugal

Air care continued to benefit from the habit of spending more time at home in 2015. During the economic crisis, one of the developed trends was an increasing tendency for cooking and to spend more time at home with family and friends, as a way of ...

May 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Bleach in Portugal

Bleach remains strongly associated with extreme cleaning and disinfection, whilst also regarded as an old-fashioned way of cleaning. Strong competition from increasingly specialised products for whitening clothes and house cleaning (bathroom kitchen,...

May 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Dishwashing in Portugal

The value stability of dishwashing in 2015 hid two different trends. On the positive side the increased sophistication of dishwashing tablets drove growth. However this growth was all but negated by ongoing price promotional activity across the ...

May 2016 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Home Insecticides in Portugal

Usually sales of home insecticides, at least some of the categories, such as those for mosquitoes and flies, tend to be closely related to weather conditions. Due to a long and dry spring and summer in 2015, volume sales of home insecticides ...

May 2016 | US$990 | Pages: 17 | Add to cart | View details

Country Report

Laundry Care in Portugal

Home care in general, and laundry care in particular, is one of the most promoted FMCG categories. The possibility for consumers to stock and discounts reaching 50% or even 60% stimulated this promotional trend. Retailers and manufacturers used ...

May 2016 | US$990 | Pages: 28 | Add to cart | View details

Country Report

Home Care in Portugal

The ongoing positive signs of an economic recovery, declining unemployment and rising consumer confidence levels resulted in an improving performance for home care in Portuguese households in 2015. There was an ongoing shift to more concentrated ...

May 2016 | US$2,650 | Pages: 73 | Add to cart | View details

Country Report

Polishes in Portugal

Sales of polishes were negatively affected by the existence of a wide variety of multipurpose alternatives, adapted to consumer preferences and more modern floors. Polishes also continued to suffer from the structural decline in all its categories, ...

May 2016 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Surface Care in Portugal

Surface care continued to record a positive performance in 2015, due to the developed trend towards home cooking and spending more time at home, as a way of saving money during the economic crisis. This helped the development of the food, small ...

May 2016 | US$990 | Pages: 28 | Add to cart | View details

Country Report

Toilet Care in Portugal

Bathroom cleaning is at the top of Portuguese concerns in terms of housework. Regarded as a source of germs, all related products with a promise to kill germs tend to enjoy high acceptance levels in the country. The use of bleach in bathroom cleaning...

May 2016 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Air Care in Indonesia

Current value sales of air care rose by 14% during 2015, representing a slowdown compared to 2014 and to the current value CAGR of 15% seen over the 2010-2015 review period. Indonesia’s economic conditions were lacklustre in 2015 with GDP growth only...

May 2016 | US$990 | Pages: 17 | Add to cart | View details

Country Report

Bleach in Indonesia

Current value sales of bleach slowed down significantly in 2015 over the previous year, with sales up by 3% compared to 15% current value growth in 2014. Consumers’ rising sophistication spurred their willingness to explore home care products for ...

May 2016 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Dishwashing in Indonesia

Dishwashing slowed down in current value growth during 2015 as compared to 2014, though it remained high at a hefty, 18% pace. The essential nature of dishwashing for households supports this category’s growth. Consumers’ inclination to pick up ...

May 2016 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Home Insecticides in Indonesia

Home insecticides registered slightly slower current value growth in 2015 as compared to 2014 and current value CAGR o 10% seen over the review period, but it was still high at 9%. Indonesia’s tropical climate creates a continuous breeding ...

May 2016 | US$990 | Pages: 17 | Add to cart | View details

Country Report

Laundry Care in Indonesia

Current value growth of laundry care slightly slowed down in 2015 compared to growth in the previous year, but remained strong at 15%. The essential nature of laundry care for households supports its performance. Consumers’ rising sophistication has ...

May 2016 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Home Care in Indonesia

Current value growth slowed down slightly between 2014 and 2015, though it was still strong, up by double digits. The essential nature of various home care products such as laundry care and dishwashing contributed to its overall performance in 2015 ...

May 2016 | US$2,650 | Pages: 59 | Add to cart | View details

Country Report

Polishes in Indonesia

Current value growth of polishes slowed down in all categories during 2015 as compared to growth in the previous year. Consumers’ busy lifestyles increasingly limited the performance of polishes as they opted or convenient alternatives, for instance ...

May 2016 | US$990 | Pages: 17 | Add to cart | View details

Country Report

Surface Care in Indonesia

Surface care saw slower current value growth in 2015 than in 2014, though it still was up by double digits. Continued urbanisation in Indonesia saw consumers shifting to vertical housing of high quality versus traditional houses in rural areas. As ...

May 2016 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Toilet Care in Indonesia

Current value growth of toilet care rose by 19% in 2015, as continued urbanisation in Indonesia saw consumers able to live in better-quality houses that also spurred their willingness to maintain the cleanliness of their houses to ensure high-quality...

May 2016 | US$990 | Pages: 17 | Add to cart | View details

Country Report

Laundry Care in the Netherlands

Laundry care products are seeing an increase in concentration. Indeed, most brands of automatic detergents are seeing smaller average doses per laundry cycle, with the standard for concentrated laundry detergents at 35ml in 2015. This movement is ...

Apr 2016 | US$990 | Pages: 28 | Add to cart | View details

Country Report

Air Care in Japan

Air care in Japan enjoyed further current value growth in 2015 to reach ¥111 billion, marking a 1% increase from 2014. The main contributor to this growth was manufacturers’ relentless efforts to expand consumer segments within air care products.

Apr 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Bleach in Japan

Bleach in Japan struggled in 2015, recording a 3% value decrease to reach \7.4 billion. The decline was caused by multi-functional products in other product categories outside bleach that contain germ-killing ingredients. In Japan, growth in bleach ...

Apr 2016 | US$990 | Pages: 17 | Add to cart | View details

Country Report

Dishwashing in Japan

Dishwashing in Japan recorded a 2% value decline in 2015 to reach sales of \69 billion. The exit of Charmy, a major brand from Lion Corp, saw automatic dishwashing powder value sales fall by 21% in 2015, leading to the decline of total dishwashing in...

Apr 2016 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Home Insecticides in Japan

Home insecticides in Japan declined by 1% in current value terms to reach \130 billion in 2015, after 3% value growth in 2014. The summer in Japan in 2015, especially August, was relatively colder than the average. In September and October 2014, the ...

Apr 2016 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Laundry Care in Japan

Laundry care in Japan recorded 4% value growth to reach \485 billion in 2015, slower growth compared to 2014, when the category grew by an impressive 11%, partly due to the VAT increase that came into effect in April 2014. The drivers in 2015 were ...

Apr 2016 | US$990 | Pages: 25 | Add to cart | View details

Country Report

Home Care in Japan

Home care in Japan saw healthy growth in current value terms in 2015. The growth was led by a preference for premium products among consumers, despite the VAT rise from 5% to 8% a year earlier in April 2014. Growing categories such as air care, home ...

Apr 2016 | US$2,650 | Pages: 70 | Add to cart | View details

Country Report

Polishes in Japan

Polishes in Japan recorded sales of \4.9 billion, marking a 1% decline from the previous year, as the overall demand for polishes weakened and sales fell. More consumers in Japan prefer polish-free floors and shoes, feeling that applying polishes to ...

Apr 2016 | US$990 | Pages: 17 | Add to cart | View details

Country Report

Surface Care in Japan

Retail value sales of surface care grew by 1% to reach \120 billion in 2015 in Japan, similar to the value growth in 2014. Surface care, especially home care wipes and floor cleaning systems, has benefited from busier lifestyles in Japan, especially ...

Apr 2016 | US$990 | Pages: 24 | Add to cart | View details

Country Report

Toilet Care in Japan

Toilet care recorded sales of \41.3 billion, growing by 1%, in 2015. Value growth calmed down after the VAT increase effective from April 2014. The number of households saw positive growth, reaching 53 million in 2015, meaning that the number of ...

Apr 2016 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Air Care in the Netherlands

Air care saw a further decline in both current value and volume terms in 2015, declining by 3% and 1% respectively. This was a weaker performance compared to the review period, which saw a stable current value CAGR. Historically, Dutch consumers have...

Apr 2016 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Bleach in the Netherlands

Bleach registered a further decline in 2015 with the category lacking investment and facing high levels of competition from other product categories. Bleach is a niche category within home care in the Netherlands, with the category seeing a ...

Apr 2016 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Dishwashing in the Netherlands

Automatic dishwashing tablets continue to see positive growth in volume and current value terms in 2015, with consumers moving away from automatic dishwashing powders. Indeed, mono-dose dishwashing products are very popular, as they provide a high ...

Apr 2016 | US$990 | Pages: 23 | Add to cart | View details

Country Report

Home Insecticides in the Netherlands

Sales of home insecticides are very dependent on the weather, with these products mostly purchased in the summer. As the summer in 2015 was relatively long, there was a fairly long season during which home insecticides products were sold. As such, ...

Apr 2016 | US$990 | Pages: 15 | Add to cart | View details

Country Report

Home Care in the Netherlands

After declining in 2013 and 2014, home care saw a slow recovery in current value terms in 2015. Current value growth in home care was negatively affected over the review period due to a decline in volume sales and the prevalence of discounting and ...

Apr 2016 | US$2,650 | Pages: 71 | Add to cart | View details

Country Report

Polishes in the Netherlands

In 2015, polishes declined in both in volume and current value terms. This was very much in line with the review period, which saw a negative CAGR of 2% in current value terms. Indeed, as consumers are becoming increasingly time poor, they often do ...

Apr 2016 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Surface Care in the Netherlands

Surface care products are becoming increasingly room-specific in the Netherlands with multi-purpose cleaners declining by 2% in current value terms, while bathroom cleaners and kitchen cleaners saw current value growth of 1% and 2% respectively. ...

Apr 2016 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Toilet Care in the Netherlands

Toilet care grew by 1% in current value terms in 2015. This was driven by rim blocks and toilet care tablets/powders, which achieved current value growth of 3% and 5% respectively in 2015. Consumers are increasingly concerned with hygiene and they ...

Apr 2016 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Air Care in Italy

In 2015 air care declines by 2% in current value terms and 1% in retail volume terms. Air care products are not needed as much as those of other home care categories. Due to the poor state of Italy's economy with household budgets strained, consumers...

Apr 2016 | US$990 | Pages: 27 | Add to cart | View details

Country Report

Bleach in Italy

In 2015 bleach grew by 4% in current value terms, while in volume terms it increased by 6%. This strong growth was down to bleach being cheaper than products within other categories, while still being very effective. Increasing promotions and the ...

Apr 2016 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Dishwashing in Italy

Dishwashing declined by 2% in current value terms and by 4% in volume terms in 2015. Only automatic dishwashing liquids achieved positive current value and volume growth in 2015, increasing by 9% and 10% respectively. This overall decline in ...

Apr 2016 | US$990 | Pages: 24 | Add to cart | View details

Country Report

Home Insecticides in Italy

Promotions and discounts had a negative impact on sales of home insecticides in 2015. Consumers, in times of recession, have become accustomed to looking for lower prices, thus putting pressure on the sales margins of producers and retailers. ...

Apr 2016 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Laundry Care in Italy

Despite its poor performance, laundry care remains the biggest home care category in terms of volume and value. Being in a category of continuing trends (eg the transition from powdered detergents to liquid detergents and standard liquid to ...

Apr 2016 | US$990 | Pages: 35 | Add to cart | View details

Country Report

Home Care in Italy

Sales of home care in 2015 continued to be constrained by ongoing price wars. Promotions and discounting activity remained rife and in many categories over half of all products sold were at a discounted price. Downward pressure on pricing has come ...

Apr 2016 | US$2,650 | Pages: 80 | Add to cart | View details

Country Report

Polishes in Italy

The long recession in Italy has caused many consumers to shift towards cheaper and more efficient home care products in 2015. Italians who made less money relied on decent, cheap products, such as surface care. Furthermore, products within polishes ...

Apr 2016 | US$990 | Pages: 24 | Add to cart | View details

Country Report

Surface Care in Italy

In 2015, most consumers preferred multi-purpose cleaners, as these products are more convenient than specific-use cleaners in that they can be used for many surfaces. Moreover, consumers tend to buy promotional products because they can get more for ...

Apr 2016 | US$990 | Pages: 29 | Add to cart | View details
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