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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

Air Care in Austria

Air care is benefiting from growing consumer demand for greater freshness and a pleasant ambience at home. With increasingly busy lifestyles and a growing amount of stress at work, consumers are retreating to home and see it as an oasis of peace and ...

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

Country Report

Bleach in Austria

The growing influence of the health and wellness trend is negatively influencing bleach. Many consumers associate bleach with a substance that can be potentially harmful to the skin and the respiratory system and are thus not willing to take any ...

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

Country Report

Dishwashing in Austria

Dishwashing was influenced by two trends in 2013. First, the increasing number of environmentally-friendly consumers caused an increase in the number of households in Austria that own a dishwasher. According to Euromonitor International, the ...

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

Country Report

Home Insecticides in Austria

According to several articles from the daily press, such as DerStandard, DiePrese and Profil, Austria was faced with one of the strongest water floods in 2013 since 2002. While citizens of Austria are used to high tides of the river Danube, the ...

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

Country Report

Laundry Care in Austria

Laundry care was influenced by two factors in 2013. On the one hand, the increasingly busy lifestyles of Austrians triggered new strong demand for convenient products. On the other hand, consumers went further and demanded additional product benefits...

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

Country Report

Home Care in Austria

The overall home care market recorded a good performance in 2013. While air care, home insecticides, dishwashing and toilet care were able to record the best performances in value terms benefiting from greater consumer demand for convenient and ...

Aug 2014 | US$2,400 | Add to cart | View details

Country Report

Polishes in Austria

With more modern lifestyles, the attitudes of Austrians towards home and living are changing. The faster pace of life leaves a little free time for everyday household chores. Consumers are thus increasingly turning to furniture and household surfaces...

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

Country Report

Surface Care in Austria

Surface care is influenced by the growing consumer demand for clean households which are free of bacteria in 2013. With growing environmental and health awareness of Austrians, the number of people who opt for tidy homes is also increasing. ...

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

Country Report

Toilet Care in Austria

According to several articles found in the daily press, such as DiePresse and DerStandard, Austrians are becoming increasingly aware of the importance of toilet hygiene for their overall health. This is causing growing demand for products that not ...

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

Country Report

Air Care in Germany

Germany is a rather difficult market for air care products. On the one hand, there is relatively strong interest in products which can improve the atmosphere in consumers’ homes, including scents that remind them of good times, beautiful places or ...

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

Country Report

Bleach in Germany

Bleach is perceived as a rather old-fashioned and aggressive cleaning product, not being very eco- or skin- friendly. Furthermore, there are not many variations available in stores. As a result, fewer and fewer consumers are buying bleach. Value ...

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

Country Report

Dishwashing in Germany

In line with rising consumer demand for goods that can make their everyday lives easier, dishwashing products, especially in automatic dishwashing, are increasingly combining different features in one product. This is leading to pack sizes getting ...

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

Country Report

Home Insecticides in Germany

2013 started out as rather cold and frosty in Germany, with snow and temperatures remaining below zero until March. Both retailing and weather-related products faced a rather slow start to the year. However, heavy rain causing flooding and high ...

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

Country Report

Laundry Care in Germany

Laundry care is a mature category in Germany and consumers are increasingly demanding products which offer better and quicker results while also supporting the environment and saving them time and money. As such, product sophistication has continued ...

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

Country Report

Home Care in Germany

Although home care is a mature industry in Germany, value growth remained positive in 2013. Amidst this maturity, there remained sustained demand from German consumers for products which ensure the cleanliness of their homes. In addition, ...

Aug 2014 | US$2,400 | Add to cart | View details

Country Report

Polishes in Germany

Polishes, especially furniture polish, are perceived as rather old-fashioned cleaning products, with many of their functionalities already embedded in other products such as surface care. In addition, there are various other alternative products ...

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

Country Report

Surface Care in Germany

After having experienced major health scares due to the rapid spread of infectious diseases two years in a row, German consumers remained hugely aware of health and hygiene issues in 2013 and continued to demand effective cleaning products, ...

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

Country Report

Toilet Care in Germany

Similar to surface care, toilet care in 2013 continued to benefit from the effects of previous years’ health scares in Germany, leading to increased hygiene demands especially in bathroom. Manufacturers focused on offering added-value products which ...

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

Country Report

Bleach in Thailand

The use of bleach tends to be limited to laundry and hygiene purposes, with current value growth driven by product adoption by homemakers. Bleach is used for whitening school uniforms, including white shirts and socks. Parents choose this product in ...

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

Country Report

Dishwashing in Thailand

Thai consumers continued washing their dishes by hand in 2013 and this directly supported sales of hand dishwashing products. The use of dishwashers was still quite low among Thai consumers and the use of automatic dishwashing products was not ...

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

Country Report

Home Insecticides in Thailand

Even though the category was not so dynamic in terms of product variety and new product developments, home insecticides registered a positive performance in 2013. Thai consumers were generally satisfied with the existing products available and this ...

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

Country Report

Laundry Care in Thailand

Laundry care continued to perform dynamically in 2013. Current value growth of 7% was driven by strong efforts from players together with healthy demand from Thai consumers. While consumer demand was becoming more sophisticated, players responded to ...

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

Country Report

Home Care in Thailand

Home care registered healthy growth in 2013. The dynamic environment was backed up by strong developments from players as well as growing demand from Thai consumers. Many new product developments were found in certain categories, including laundry ...

Aug 2014 | US$2,400 | Add to cart | View details

Country Report

Polishes in Thailand

In 2013, certain product categories within polishes were reaching maturity. Existing players were not so active in pushing sales or establishing product innovations. Nonetheless, the category continued to record current value growth, which was ...

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

Country Report

Surface Care in Thailand

Surface care products registered a strong performance in 2013 thanks to many Thai consumers having more concerns about hygiene and cleanliness issues. They adopted various types of surface care products for cleaning their floors, kitchens and ...

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

Country Report

Toilet Care in Thailand

In 2013, sales of toilet care maintained a positive performance. Thanks to a strong and continuous trend towards health and hygienic awareness among Thai consumers, they were becoming increasingly aware of having a hygienic home environment and were ...

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

Country Report

Air Care in Thailand

Thanks to a growing number of houses, blocks of flats and residential areas, more Thai consumers turned to purchasing household care products, including air care. The wide product variety available helped support sales of air care, as consumers could...

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

Country Report

Air Care in South Korea

Air care in South Korea recorded positive 1% retail value growth in 2013, due to manufacturers’ efforts to use naturally extracted ingredients in making air care products. In addition, various products for cars which come with a clip and upgraded ...

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

Country Report

Bleach in South Korea

Unlike other countries, bleach means something different in South Korea, usually called ‘Rox’, and its main objective is to remove odours or to disinfect surfaces. Hardly any consumers use it for daily laundry; instead it tends to be used to whiten ...

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

Country Report

Dishwashing in South Korea

There have been various kinds of hand dishwashing products among manufacturers, and most of them are made from grain, fruits, vegetable or tea extracts to emphasise ingredients safety. However there was no new product used for automatic dishwashing ...

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

Country Report

Home Insecticides in South Korea

In 2013, home insecticides in South Korea recorded 1% retail value growth. Home insecticides tends to be affected by climate, and peak sales season is late spring and summer season when the rainy season draws near. Considering 2013’s climates, the ...

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

Country Report

Laundry Care in South Korea

As concentrated laundry care became the most preferred product type among South Korean consumers, laundry care in South Korea was able to gain additional retail value growth regardless of a decreasing consumer base. As concentrated products are more ...

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

Country Report

Home Care in South Korea

Regardless of a saturated environment, home care in South Korea obtained positive retail value growth in 2013. This positive growth was related to increasing concern over product quality, after a series of worrisome issues about artificial ...

Aug 2014 | US$2,400 | Add to cart | View details

Country Report

Polishes in South Korea

As consumers tend not to purchase polish for shoes or furniture, polishes in South Korea could not avoid retail volume and retail value declines in 2013, and this trend is expected to continue over the forecast period. In 2013, polishes in South ...

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

Country Report

Surface Care in South Korea

The long period of the summer rainy season affected retail value growth of surface care in 2013. Surface care can be used during the four seasons, but it is especially affected by the peak season of summer. As humidity levels increased, potential ...

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

Country Report

Toilet Care in South Korea

Toilet care such as toilet liquids, in-cistern devices, and the newly-introduced rim blocks are easily impacted by multi-purpose cleaners. In other words, there are diverse alternative products to toilet care in the market. Thus, toilet care in South...

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

Country Report

Bleach in India

Bleach is a highly unbranded and fragmented category in India. Although such products are used for cleaning ceramic and floor surfaces in rural areas and in pockets of urban India, they are largely unbranded. The rising popularity of individual ...

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

Country Report

Dishwashing in India

The changing lifestyles of urban consumers in relation to the use of high-end crockery and glassware, and also cleanliness, aside from regular cleaning is helping the consumers to shift towards liquid dishwashing products in 2013. There was an ...

Aug 2014 | US$900 | Pages: 33 | Add to cart | View details

Country Report

Home Insecticides in India

A shifting of the seasons and a delay in monsoons in India boosted incidences of insect-borne diseases such as malaria, dengue and chickungunya in 2013. Indian consumers were becoming more health conscious and were aware of the preventive measures ...

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

Country Report

Laundry Care in India

Manufacturers introduced innovations to India to increase the demand for water-saving products in urban areas of the country. Furthermore, with fast-moving lifestyles and the availability of wide product portfolios (mid-range to higher prices), ...

Aug 2014 | US$900 | Pages: 38 | Add to cart | View details

Country Report

Home Care in India

The global economic slowdown affected the fmcg industry in India in 2013; however, in 2014, growth rates improved slightly. Consumers increasing spent with discretion, purchased new products and also upgraded from traditional products. This supported...

Aug 2014 | US$2,400 | Pages: 75 | Add to cart | View details

Country Report

Polishes in India

A greater number of regional brands became more popular and ate into the shares of established brands in 2013. Increasing urbanisation helped support growth of polishes in 2013.

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

Country Report

Surface Care in India

The increasing usage of surface cleaners in urban India supported growth in 2013. The rising number of advertising and marketing campaigns educated consumers by creating awareness of the use of surface cleaners, which led to double-digit current ...

Aug 2014 | US$900 | Pages: 28 | Add to cart | View details

Country Report

Toilet Care in India

The leading manufacturers, Reckitt Benckiser (India) and Hindustan Unilever, increased their rural penetration and created awareness among consumers in smaller cities and rural areas in India, which drove sales of toilet care products in 2013. ...

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

Country Report

Air Care in India

Air care brands were positioned and promoted as urban lifestyle products over the review period. New houses and flats in urban areas fuelled growth of these products as they became commonplace in consumers’ houses. Increasing modernisation also ...

Aug 2014 | US$900 | Pages: 28 | Add to cart | View details

Country Report

Laundry Care in Pakistan

Laundry care in Pakistan recorded current value growth of 16% in 2013. Laundry care value sales reached PKR59.7 billion, with laundry detergents accounting for a 96% value share of the category. Growth was mainly due to standard brands launched in ...

Aug 2014 | US$900 | Pages: 16 | Add to cart | View details

Country Report

Home Care in Pakistan

In 2013, disposable incomes increased and the economy began to slowly recover. Pakistanis spent more on home care products as awareness of them increased among urban consumers. The leading manufacturers increased their efforts to raise awareness of ...

Aug 2014 | US$2,400 | Pages: 51 | Add to cart | View details

Country Report

Polishes in Pakistan

Polishes recorded current value growth of 20% in 2013 to reach PKR0.8 billion, which was lower than the 22% growth of the previous year. This slight decline in growth was mainly due to an increase in goods and services tax and no advertising from the...

Aug 2014 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Surface Care in Pakistan

Surface care recorded 17% current value growth in 2013, with sales reaching PKR4.5 billion. Surface care sales are dependent upon upper- and middle-class consumers, especially those living in urban areas, as they have higher disposable incomes, and ...

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

Country Report

Toilet Care in Pakistan

Toilet care in Pakistan grew by 17% in current value terms in 2013, with sales reaching PKR1.4 billion. The key players leading the category were Reckitt Benckiser Pakistan and Unilever Pakistan. These companies have attempted several marketing ...

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

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    Statistical Reference Handbook

    Statistical Reference Handbook