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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

Air Care in Dominican Republic

Air care posted current value sales growth of 4% in 2015, which represented a slowdown from the growth of 6% seen in 2014 and the CAGR of 7% recorded over the review period, mainly due to the low inflation of 1% seen during the year. As the economy ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Bleach in Dominican Republic

Chlorine bleach is a very common household product that is used by a wide array of consumers throughout the Dominican Republic. Due to the relatively low price of chlorine bleach compared to other household cleaning products, it is widely accessible ...

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Country Report

Dishwashing in Dominican Republic

Although traditional ball-shaped dishwashing bars continue to lead the category in 2015, mid-to-high-income consumers are increasingly opting for liquid dishwashing products and the cream or paste format. This consumer group views liquid formulations...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Home Insecticides in Dominican Republic

With growth normalising somewhat from 2014, when some retailers reported double-digit growth, outbreaks of mosquito-borne diseases like dengue and chikungunya continue in the Dominican Republic. Most consumers are cognisant of the fact that they must...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Laundry Care in Dominican Republic

The Dominican Republic continues to outshine several of its regional neighbours in terms of economic performance. Following the economic upturn that emerged in 2014, robust growth continued in 2015. Perhaps the single largest factor explaining this ...

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Country Report

Home Care in Dominican Republic

Explanations of words and/or terminology used in this report are as follows:

Feb 2016 | US$2,650 | Add to cart | View details

Country Report

Polishes in Dominican Republic

Sales of polishes in the Dominican Republic remain highly concentrated among just a few major players, led by SC Johnson. In 2015, the top four polish brands accounted for a 67% share of value sales, with two of these, Pledge and Kiwi, belonging to ...

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Country Report

Surface Care in Dominican Republic

Multi-purpose cleaners posted current value sales growth of 4% in 2015. This was mainly driven by increased demand, with retail volume sales growing by 2%, as well as limited increase in average unit price of 1%. This category has some of the lowest ...

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Country Report

Toilet Care in Dominican Republic

In general, toilet care remains a rather small category in the Dominican Republic, with consumer awareness of these products still low. Toilet care products are relatively expensive and tend to appeal to a niche audience of higher-income households. ...

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Country Report

Air Care in Chile

Air care products posted moderate but steady growth over the review period, and this was maintained in 2015. There was, however, a slight slowdown in current value growth in 2015, which was due to the economic deceleration in the country. Even though...

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Country Report

Bleach in Chile

After increasing diversification of products through scents, aromas, gel formats and colour safe products, manufacturers within bleach are starting to find themselves short of ideas to develop and to assure growth over the forecast period. This, in ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Dishwashing in Chile

Dishwashing is a category that is completely dominated by hand dishwashing, as automatic dishwashing machines have developed very slowly in terms of penetration in the country. As such, there is little space for growth with traditional products. ...

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Country Report

Home Insecticides in Chile

In 2015, spray/aerosol products dominated overall home insecticides with an 88% value share of sales, driven by dual-use insecticides used in the home and in the garden. The overall consumer trend in Chile was a preference for products that ...

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Country Report

Laundry Care in Chile

Consumers looking for products that offer innovation, ease of use and enhanced care for clothing positively impacted sales of categories containing higher added-value products, most notably liquid detergents, which posted the most dynamic current ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Home Care in Chile

Even though the country was facing economic deceleration, the home care industry managed to maintain its growth rate for 2015 from the previous year, limiting its losses over the economic uncertainty that drove consumers to move away from more ...

Feb 2016 | US$2,650 | Add to cart | View details

Country Report

Polishes in Chile

Polishes is one of the most negatively impacted categories by the high-paced lifestyles of consumers, as due to increasingly busy lives, there is less time for polishing products with a negative impact on category sales. Floor polishing has been ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Surface Care in Chile

Consumers sought products that were easy to use and convenient, which boosted sales of products such as multi-purpose cleaners. Such products are formulated to offer a good balance between cleaning power, ease of use and providing delicate surface ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Toilet Care in Chile

The increasingly busy and high-paced lifestyles of Chilean consumers is increasing interest in products that offer easier cleaning processes and result in less time spent on household chores. As a result, specialised products, with some degree of ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Air Care in Turkey

Procter & Gamble Tuketim Mallari penetrated air care in Turkey in 2014 with its global brand Febreze, and this offset the downwards trend in volume sales in air care in Turkey, given that the category registered a 1% volume decline in 2013, stagnant ...

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Country Report

Bleach in Turkey

Bleach has been widely used for multiple home care tasks for decades, including surface cleaning, toilet cleaning, floor cleaning and as a laundry bleach by Turkish consumers, thanks to the strong belief regarding the efficacy of the product in ...

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Country Report

Dishwashing in Turkey

As a consequence of the recovery in sales of major appliances in 2015, the penetration rate of dishwashers increased over the review period, and thus dishwashing registered volume growth of 2%. On the other hand, the sharp depreciation in the local ...

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Country Report

Home Insecticides in Turkey

Home insecticides registered strong current value growth of 12% in 2015, despite seeing a 1% volume decline, largely thanks to increasing sales of electric insecticides. This is a more value-added category compared with alternatives, with a ...

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Country Report

Laundry Care in Turkey

Laundry care continued to grow by 6% in volume terms in 2015, largely thanks to a rapid increase in the urban population. Despite stagnation in consumers’ incomes, laundry care registered a similar volume performance to the review period CAGR in ...

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Country Report

Home Care in Turkey

Home care recorded further volume and current value growth at the end of the review period. This was thanks to the rapid increase in the urban population, given the fact that home care products are strongly preferred by consumers living in urban ...

Feb 2016 | US$2,650 | Add to cart | View details

Country Report

Polishes in Turkey

Polishes registered slow current value growth of 7% in 2015, along with a volume decline of 1%, largely due to changing consumer preferences. The popularity of wooden flooring increased rapidly over the course of the review period, given that it was ...

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Country Report

Surface Care in Turkey

Surface care increased by 2% in volume terms and registered 7% current value growth in 2015, despite the fact that the category had already reached a mature stage in the review period. This was largely due to the increasing interest of consumers in ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Toilet Care in Turkey

The ongoing slowdown in economic growth caused stagnation in consumer expenditure at the end of the review period. Consequently, a number of consumers preferred more functional and economical home care options over their task-specific substitutes. ...

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Country Report

Air Care in Ireland

Air care had sales of €17 million in 2015, following a decline of 3% in current value terms. This rate of decline was similar to the review period average. Air care also continued to fall in retail volume terms as consumers showed a preference for ...

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Country Report

Bleach in Ireland

Bleach grew by 1% in current value terms in 2015 to reach €11 million. Meanwhile, in retail volume terms bleach also remained strong increasing by 2% in 2015. Bleach continues to be a popular product amongst Irish consumers due to its versatility ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Dishwashing in Ireland

Overall dishwashing remained largely unchanged in 2015 with value sales of €49 million. Consumers continue to look for value when shopping for home care products and, as a result, many continued to trade down to private label in 2015. Consumers ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Home Insecticides in Ireland

Home insecticides stagnated in current value terms in 2015 to remain at €1 million. The category remains relatively small in Ireland, as the country does not have the right climate for insects to thrive in. The Irish weather was also less favourable ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Laundry Care in Ireland

Laundry Care grows by less than 1% in 2015 in current value terms to reach €105 million. Despite the entry of cheaper private label products in many home care categories, several new product developments in 2014 and 2015 have helped to maintain ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Home Care in Ireland

Overall, home care saw weaker current value growth in 2015 compared to the review period. While demand for home care products remains, there is strong evidence of discounting amongst branded home care players as they bid to fend off competition from ...

Feb 2016 | US$2,650 | Add to cart | View details

Country Report

Polishes in Ireland

Polishes declines by 2% in current value terms in 2015 with sales of €6 million. Demand for polishes continues to fall, with a 4% decline in retail volume terms recorded in 2015. There is less demand for products such as floor polish and furniture ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Surface Care in Ireland

Overall, surface care declined slightly in current value terms in 2015 to reach €35 million. Despite an increase in consumer confidence, little evidence of this was seen within surface care as consumers continued to buy products that were on ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Toilet Care in Ireland

Toilet care experienced a slight decline in current value terms in 2015 with value sales of €7 million. There continues to be very few new product launches within this category. However, in retail volume terms the category increased by 1% in 2015. ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Air Care in Venezuela

Air care continued to record a downward trend in retail volume sales in 2015, due to a limited product offer and high prices. Local consumers do not consider air care products to be essential. During times of economic constraint, consumers do not ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Bleach in Venezuela

The performance of bleach continued to be weakened by a diminished product offer, resulting from price regulations and limited access to foreign currency to import raw materials. Indeed, in September 2014, Corporación Clorox de Venezuela closed its ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Dishwashing in Venezuela

In Venezuela dishwashing was dominated by hand dishwashing products, which accounted for over a 99% share of retail volume sales in 2015. Sales of hand dishwashing were adversely affected by price regulations, which precluded manufacturers from ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Home Insecticides in Venezuela

In spite of the cases of dengue and other insect-borne diseases, such as chikungunya fever, retail volume sales of home insecticides continued to decline. All subcategories saw retail volume sales drop for a second successive year in 2015. Because of...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Laundry Care in Venezuela

In September 2014, the government authorised price increases for regulated laundry care products (powder detergents, bar detergents and liquid fabric softeners). Their retail prices had remained fixed since April 2012. For instance, price increases ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Home Care in Venezuela

During 2015 manufacturers and importers of home care products continued to experience limitations when bringing products into the market to satisfy local demand. The limited and erratic allocation of foreign currency exchange caused shortages in main...

Feb 2016 | US$2,650 | Add to cart | View details

Country Report

Polishes in Venezuela

Floor polish accounted for a 94% share of retail volume sales in 2015. Given that floor polish has very high penetration in low-income households, it was included in the list of price controlled home care products in 2012. Since regulation, prices ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Surface Care in Venezuela

The lack of foreign currency for imports of raw materials and finished products, as well as depleted inventories, continued to adversely impact retail volume sales of products in 2015. Consumers stockpiled products and inventories ran out within ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Toilet Care in Venezuela

The performance of toilet care continued to be impacted by a diminished product offer across the category. The allocation of foreign currency was erratic and insufficient over the course of 2014 and 2015. This led to many importers and manufacturers ...

Feb 2016 | US$990 | Add to cart | View details

Country Report

Air Care in Peru

Consumers perceive air care as a non-essential product type. As a result, the core demand is from high/middle-income and high-income households. Moreover, given the modest GDP growth recorded by Peru in 2014 and 2015, some middle-income consumers ...

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

Country Report

Bleach in Peru

In retail value terms, bleach is the second largest category in home care because this product has a wide range of uses in the home, from surface care and laundry aids to toilet care, given its highly appreciated disinfecting properties. In addition,...

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

Country Report

Dishwashing in Peru

Liquid hand dishwashing recorded strong growth in 2015, which was due to practicality, added-value ingredients and constant advertising and promotion. These products are claimed to be more hygienic, breaking the perception of being more expensive ...

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

Country Report

Home Insecticides in Peru

In 2015, sales of home insecticides reached n/s105 million, after growing by 5% in current terms. Even though growth was higher than the 4% of the previous year, it was still low due to the mild performance of the Peruvian economy over the year. This...

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

Country Report

Laundry Care in Peru

The best performing category in 2015 was standard liquid detergents, which rose by 10% in current terms and by 7% in volume terms. Peruvian consumers were looking for detergents with higher value, even though distribution was still mainly limited to ...

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