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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 Sweden

What limits the sales level and growth of air care products in Sweden is still that Swedes question the health and environmental aspects of scented candles and sprays. For example, medical research has shown that the active ingredient in sprays can ...

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

Country Report

Bleach in Sweden

The introduction of more-versatile products from, for example, surface and laundry care, continued to have a negative effect on sales of bleach products in Sweden in 2013. Surface care products offer Swedes greater convenience as the consumer may ...

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

Country Report

Dishwashing in Sweden

The overall dishwashing industry in Sweden was mostly influenced in 2013 by the continued increase in the number of single-person households and a tendency to hand wash dishes as opposed to using an automatic dishwasher. This is one of the reasons ...

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

Country Report

Home Insecticides in Sweden

New legislation was put in place in Sweden during September 2013 that affected biocide products, ie products that can kill living organisms. The legislation makes it more expensive to develop new products with an increased application fee and tougher...

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

Country Report

Laundry Care in Sweden

The top three players within laundry care in Sweden, Unilever Sverige, Procter & Gamble Sweden and ICA Sverige, continued to grow in 2013 at the expense of smaller companies. Together they moved their combined value share from 59% in 2012 to 62% in ...

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

Country Report

Home Care in Sweden

Retail value sales of home care products in Sweden increased marginally in current terms in 2013. Increased unit prices was the main cause of this as volume sales declined marginally in the same year. The average unit price of home care products ...

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

Country Report

Polishes in Sweden

Polishes continued to decline in 2013 due to a change in product demand, as Swedes were more commonly purchasing products that were pre-coated and of a different material to save them the hassle and time of having to polish their floors, furniture ...

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

Country Report

Surface Care in Sweden

Excluding wipes, multi-purpose cleaners was one of two product groups within surface care that registered current value growth in 2013. Swedes were increasingly choosing functionality and ease of use, and continued their migration over to ...

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

Country Report

Toilet Care in Sweden

The limited functionality and new product offerings that occurred within toilet care products continued to hold back growth of the category in 2013. Toilet care products had a narrow area of use as at the end of the review period, and with few new ...

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

Company Profile

SC Johnson & Son Inc in Home Care

Privately owned SC Johnson & Son Inc is the world’s fourth largest home care manufacturer. This profile analyses the company’s efforts to meet the challenges presented by maturity and economic uncertainty in developed markets and evolving demand ...

Jul 2014 | US$525 | Pages: 35 | Add to cart | View details

Country Report

Dishwashing in Vietnam

In 2013, hand dishwashing continued to be the major category in dishwashing. Its products have become popular and essential in every household, including those in both rural and urban areas, thanks to improvements in living standards and ...

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

Country Report

Surface Care in Vietnam

In 2013, thanks to the increasing awareness of hygiene and cleanliness together with the improvement in living standards in Vietnam, many Vietnamese consumers, especially those from urban areas such as Ho Chi Minh City or Hanoi City, became more ...

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

Country Report

Bleach in Vietnam

Limited product improvements and no significant marketing strategies resulted in the downward trend of bleach’s value growth in 2013 against 2012. In order to boost sales, manufacturers need to create new products that are friendlier to hand skin and...

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

Country Report

Toilet Care in Vietnam

After the attack of Hand, Foot and Mouth disease in 2012, the state health department has been encouraging high awareness about keeping houses hygienic, especially in places that have the most potential for bacteria to grow such as toilets. Capturing...

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

Country Report

Polishes in Vietnam

In 2013 there was no significant event or activity in polishes. The major reason is that polishes is regarded as a small category with not much profit. As a consequence, most manufacturers are not really willing to invest in marketing campaigns to ...

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

Country Report

Air Care in Vietnam

In 2013, two major companies, namely SC Johnson & Son and Procter & Gamble Vietnam Ltd had a dynamic year of competition when they launched their new Glade and Ambi Pur products, both with air-freshening and fabric-freshening features. These two new ...

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

Country Report

Home Insecticides in Vietnam

As the category has been reaching saturation in urban areas, manufacturers have tried to tap into the potential of rural areas, where Dengue is a more threatening disease. SC Johnson & Son and Mosfly Vietnam Co Ltd have concentrated on marketing ...

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

Country Report

Home Care in Vietnam

In 2013, the Vietnam economy continued to show a few signs of recovery yet still at a relatively slow pace. GDP was improved against 2012. However, the figure still did not meet the GDP target set by the government for the period 2011-2015. During ...

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

Country Report

Laundry Care in Vietnam

In 2012-2013, laundry care experienced an exciting year with new product development and improvements in marketing activities from both local and foreign manufacturers. Unilever Vietnam International Co Ltd and Procter & Gamble Vietnam Ltd invested ...

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

Country Report

Bleach in Algeria

Rising disposable income levels and an expanding mid-income group in Algeria resulted in many consumers trading up within home care. This resulted in bleach seeing the weakest overall current value growth in home care in 2013 over the previous year, ...

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

Country Report

Dishwashing in Algeria

Dishwashing benefited strongly from rising disposable income levels at the end of the review period, thanks to an increase in minimum wage levels and public sector wages. This enabled low-income consumers to afford hand dishwashing to a greater ...

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

Country Report

Home Insecticides in Algeria

Home insecticides benefited strongly from ongoing rapid growth in Algeria's cities in the review period. Most of the country's overcrowded cities struggle due to large insect populations, particularly in the summer months. These products thus enjoy ...

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

Country Report

Laundry Care in Algeria

Laundry care benefited strongly from rising disposable income levels towards the end of the review period. Minimum wage levels were notably increased by 20% in 2011, while public sector workers saw strong wage increases towards the end of the review ...

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

Country Report

Home Care in Algeria

The review period saw strong growth for sales of home care in Algeria. These products benefited from a number of factors, of which the most significant were rising income levels and urbanisation. Urbanisation not only resulted in consumers gaining ...

Jul 2014 | US$2,400 | Pages: 54 | Add to cart | View details

Country Report

Polishes in Algeria

Algerian cities became increasingly crowded during the review period, with 68% of the country's population living in urban areas in 2013, up from 65% at the start of the review period. Most urban dwellers meanwhile live in crowded apartment blocks, ...

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

Country Report

Surface Care in Algeria

Surface care benefited strongly from expansion in Algeria's mid-income group in the review period and from rising disposable income levels, particularly as a result of wage rises for public sector workers towards the end of the review period. This ...

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

Country Report

Toilet Care in Algeria

Toilet care remained the smallest product area in overall home care at the end of the review period, with sales of just DZD0.3 billion. This is chiefly due to these products' high price, which results in interest being limited to mid- to high-income ...

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

Country Report

Air Care in Algeria

Algeria has been suffering from a housing shortage for many years, while ongoing growth in the country's cities intensified this problem during the review period. The rate of urbanisation in the country continued to rise, increasing from 65% at the ...

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

Company Profile

Procter & Gamble Company, The, in Home Care

Procter & Gamble is the world’s leading home care company. This profile analyses its efforts to respond to consumer budget consciousness and market maturity by stepping up product innovation, moving into lower priced segments, and shifting its ...

Jul 2014 | US$525 | Pages: 42 | Add to cart | View details

Country Report

Laundry Care in Denmark

The key story of 2013 within Danish laundry care was the increased sales of Danish retailers’ private label products, namely Änglamark, Levevis and Grøn Balance. Green and discount brands are especially popular in Denmark and the Danish company Coop ...

Jul 2014 | US$900 | Pages: 32 | Add to cart | View details

Country Report

Home Care in Denmark

The Danish home care industry was, in 2008, severely influenced by the financial crisis and sales declined in current value terms. This obviously negative situation was turned around in the following years when sales began to grow in current terms. ...

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

Country Report

Polishes in Denmark

Sales of certain types of polish suffered in 2013, as well as over the entire review period, due to the fact that many Danes prefer to buy products that do not require polishing. Spending time on polishing, for example of silverware, is something ...

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

Country Report

Surface Care in Denmark

The surface care industry in Denmark is symbolised by the fact that producers try to make things as easy as possible for their Danish consumers. The largest category in value terms in 2013 was multi-purpose cleaners with sales of DKr120 million. ...

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

Country Report

Toilet Care in Denmark

The Danish company Bräuner relaunched in 2011 the Ambi Pur brand within ITBs, where Unilever Danmark’s Closan and Reckitt Benckiser (Scandinavia)’s Harpic led before the launch. Bräuner experienced success with this launch and reached a value share ...

Jul 2014 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Air Care in Denmark

Air care products have never been very popular in Denmark, as items with added perfume are by many seen as unnecessary and bad for the environment, and in addition to this, they can cause allergies. Families with babies and small children are ...

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

Country Report

Bleach in Denmark

Bleach is a category that has seen constant decline during the review period, and the Danes traditionally do not see a need to use bleach. The Environmental Protection Agency (Miljøstyrelsen) has since 2000 recommended not using chlorine-based bleach...

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

Country Report

Dishwashing in Denmark

Dishwashing in Denmark was more than ever focused on making things as easy and as convenient as possible over the review period, with a push towards green products in the country. The latest brand available was Neophos All-in-1 Eco Power Gel. This ...

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

Country Report

Home Insecticides in Denmark

The home insecticides industry in Denmark does not often see new innovations as the process of producing a new product is very time consuming and costly. The EU’s regulations have a strong influence on the industry, and manufacturers have to fulfil ...

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

Country Report

Dishwashing in Japan

There were two main trends in dishwashing at the end of the review period. Firstly, there was a continued shift towards refill packaging. This was encouraged by consumers' growing focus on environmental considerations and also by price-sensitivity, ...

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

Country Report

Home Insecticides in Japan

There were two main trends in home insecticides in 2013, with both impacting "other" home insecticides. The first was for scented closet home insecticides, with these being hung in wardrobes to prevent insect damage to clothing. Consumers ...

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

Country Report

Laundry Care in Japan

Japanese consumers have traditionally disliked strong fragrances. Many however began to be attracted by the subtle scents offered by fabric softeners during the review period, particularly in response to strong TV advertising from western pioneer ...

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

Country Report

Home Care in Japan

Japanese home care saw slow growth during the review period as a whole, with this linked to maturity in many product areas and a declining Japanese population. However, growth was also constrained by consumers' economic concerns during the review ...

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

Country Report

Polishes in Japan

Polishes suffered from consumers focus on saving money and time at the end of the review period, with consumers increasingly opting for lower-cost furniture, flooring and footwear. Furniture sales notably saw a trend towards lower-priced products ...

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

Country Report

Surface Care in Japan

Japan suffered from instances of bird flu in 2011 and while there were no cases of human infection many consumers remained concerned at the end of the review period, particularly given outbreaks of bird flu in China and South Korea at the end of the ...

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

Country Report

Toilet Care in Japan

Leading player Kobayashi sought to bring the scent trend into toilet care in September 2013 with its launch of Bluelet Kaoru Toilet Senzai in in-cistern devices. This sought to blur the distinctions between air care and toilet care by offering a ...

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

Country Report

Air Care in Japan

Air care saw a growing focus on quality towards the end of the review period, both in terms of the quality of fragrance and product design. Consumers increasingly demanded products that looked good in their living space and that offered high quality ...

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

Country Report

Bleach in Japan

There was an ongoing annual rise in the number of norovirus cases seen in Japan throughout the review period. However, media and consumer concern over norovirus reached a new peak at the end of the review period due to mutated strains being detected ...

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

Country Report

Dishwashing in Spain

In 2013 dishwashing slowly began to exit the negative rates brought on by the economic crisis. The year 2012 was marked by massive promotional activities which drove prices down drastically. The trend was reversed in 2013 and, as manufacturers slowed...

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

Country Report

Home Insecticides in Spain

Home insecticides was not particularly dynamic in 2013 as manufacturers did not pay much attention to the development of this category, which is characterised by seasonal sales (concentrated during the warm season). This resulted in a lack of product...

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

Country Report

Laundry Care in Spain

Laundry care remained the leading category within home care in 2013, led by laundry detergents which registered an increasing presence of concentrated liquid detergents and liquid tablet detergents. The other notable trend was detergents with ...

Jul 2014 | US$900 | Pages: 29 | 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.

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