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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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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 | 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 | 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 | 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 | 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 | 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 | 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 | 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 | 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 | 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 | 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: 59 | 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

Country Report

Toilet Care in Italy

In 2015 toilet care increased by 2% in current value terms due to a recovery in the consumption of these products. The country's anxiety due to its struggling economy has led Italians to become increasingly price sensitive. Furthermore, toilet care ...

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

Country Report

Bleach in Germany

As German consumers tend to be sceptical about home care products which contain aggressive chemicals, bleach remains unpopular, showing relatively low value sales when compared with most other European countries. Moreover, the increasing number of ...

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

Country Report

Dishwashing in Germany

With dishwashing products continuing to become more sophisticated, offering various functions combined in one product, unit prices are increasing, resulting in positive current value growth in 2015. Manufacturers are continuously launching ...

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

Country Report

Home Insecticides in Germany

Sales of home insecticides in Germany are traditionally strongly influenced by seasonality and changes in the weather conditions. Therefore, the mild winter and the early onset of summer and record high temperatures recorded in Germany in 2015 had a ...

Apr 2016 | US$990 | Pages: 16 | Add to cart | View details

Country Report

Laundry Care in Germany

Laundry care remains the most important category within home care, accounting for nearly half of overall value sales in 2015. This can be attributed to a penetration rate for washing machines of 96%, combined with a broad variety of products ...

Apr 2016 | US$990 | Pages: 32 | Add to cart | View details

Country Report

Home Care in Germany

The continuously stable German economy and the increasing spending power of German consumers led the overall home care market in the country to see a strong performance in 2015, with value sales continuing to register growth. With an increasingly ...

Apr 2016 | US$2,650 | Pages: 69 | Add to cart | View details

Country Report

Polishes in Germany

Polishes continued to perform weakly in Germany in 2015, declining in current value terms across all categories. This was mostly determined by consumers’ increasing preference for convenience and the growing popularity of products perceived to serve ...

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

Country Report

Surface Care in Germany

High hygiene standards remain important in German households. This was not, however, reflected in the decline in value sales in Germany in 2015. When looking at a category-specific level, the slight decline can in large part be attributed to the ...

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

Country Report

Toilet Care in Germany

German consumers attach importance to a high level of cleanliness in their bathrooms, and especially their toilets. At the same time, this home care task is perceived as being the most unpleasant, with consumers demanding toilet care products which ...

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

Country Report

Home Insecticides in Australia

Australia is a country with more than 6,000 known species of insects, making home insecticides an essential item for comfortable home living. As a category in which demand is highly dependent on seasonal climatic conditions, sales of home ...

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

Country Report

Laundry Care in Australia

Laundry care saw a continued shift away from powder detergents towards liquid detergents in 2015, with concentrated liquid detergents recording the strongest growth of any laundry care category. Liquid detergents are more convenient to use than ...

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

Country Report

Home Care in Australia

Home care continued to record positive volume and value growth in 2015. As home care becomes a mature market, volume sales slowed down compared with 2014 as manufacturers sought to differentiate their brands through various strategies, including the ...

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

Country Report

Polishes in Australia

Polishes continued to exhibit sales declines in 2015 as current value sales in the category fell by 2% to A$41 million due to the ongoing lack of interest among consumers and manufacturers led to very limited product development. This largely ...

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

Country Report

Dishwashing in Australia

The convenience factor provided by automatic dishwashing tablets is seen as something worth spending more money on among most Australian consumers. This helps to explain why the category achieved such high retail value growth in 2015. However, many ...

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

Country Report

Surface Care in Australia

The trend towards convenience within surface care translated into positive current value growth of 4% in 2015. Health and wellness is an increasingly important trend among Australian consumers and this had an impact on retail sales in surface care ...

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

Country Report

Toilet Care in Australia

2015 was a favourable year for sales of toilet care in Australia, with consumers seeking to maintain the cleanliness of their homes as health and wellness continued to grow in importance. In addition, ongoing strong growth in the Australian housing ...

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

Country Report

Bleach in Australia

Bleach remained a mature category in Australia at the end of the review period and there was very little in the way of innovation or new product developments in the category in 2015. Despite this, the category still achieved current value growth of ...

Apr 2016 | US$990 | Pages: 16 | Add to cart | View details

Country Report

Air Care in Australia

During 2015, Australian consumers continued to care about the ambience of their homes. As a result, strong sales were seen of air care products with pleasant and unobtrusive aromas, largely at the expense of less fashionable products such as gel air ...

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

Global Briefing

Global Laundry Care 2016: An Age of Powering On

Laundry detergents is the defining category in the laundry care market, making up the bulk of volume and value sales. Movements in this category on a global level will define the direction the laundry care market will take, but this is not to dismiss...

Apr 2016 | US$1,325 | Pages: 46 | Add to cart | View details

Country Report

Dishwashing in Saudi Arabia

Although dishwasher penetration remains low, it is seeing a steady increase with the penetration growing to almost 22% in 2015 compared to 21% in 2014. This has led to growing demand for automatic dishwashing detergents. Hand dishwashing remains the ...

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

Country Report

Home Insecticides in Saudi Arabia

The country remained affected by a growing number of dengue cases in 2015. According to the Ministry of Health, Saudi Arabia recorded 6,000 cases of dengue fever in 2015, leading to the deaths of six of the infected patients. The ministry believes ...

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

Country Report

Laundry Care in Saudi Arabia

Laundry care continued to benefit from companies investing heavily in technological innovations that result in cleaner laundry with limited use of the product. A number of these products, such as OMO’s new formula by Binzagr Lever Ltd (Unilever ...

Apr 2016 | US$990 | Pages: 30 | Add to cart | View details

Country Report

Bleach in Saudi Arabia

Bleach showed current value growth of 4% in 2015, which was slightly slower than the review period CAGR of almost 6%. Value sales were largely driven by regular in-store promotions by leading companies such as Abu Dawood Industrial Co. Customers tend...

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

Country Report

Air Care in Saudi Arabia

Air care is an important element of traditional Saudi lifestyles. Saudis have a long-established tradition of keeping their homes fragrant by use of various scents and fresheners. Traditionally, oud fragrances are very popular in the country. Incense...

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