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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 Brazil

Air car had current value growth of 4% in 2014 which was slower than the previous year’s growth of 6%. Volume growth was 2% which was marginally slower than in 2013. Similar to 2013, air care was amongst the top five product categories overall to ...

Apr 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Bleach in Brazil

Bleach is one of the cheapest products for house cleaning in Brazil and has a high household penetration rate in the country. As well as effectively eliminating bacteria, it also removes unpleasant odours and is used as a multipurpose cleaner and ...

Apr 2015 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Dishwashing in Brazil

Dishwashing has high penetration in Brazilian households, although it continued to have positive results in 2014. The volume growth for this year was 1%, indicating market stabilisation. The trend of substitution of bar detergents for dish care with ...

Apr 2015 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Home Insecticides in Brazil

Sales of home insecticides grew by 1% in volume and by 8% in current value in 2014. Volume growth was marginally slower than in 2013 which indicates that there is not room for growth. However, value growth was higher due to the increase in inflation ...

Apr 2015 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Laundry Care in Brazil

Although disposable income declined in 2014 due to inflation, rising income and manufacturers’ investments in product and packaging innovations stimulated sales of laundry care in the review period. There was a continuing trend of migration from ...

Apr 2015 | US$900 | Pages: 36 | Add to cart | View details

Country Report

Home Care in Brazil

In 2014, sales of home care products in Brazil recorded current value growth despite the uncertain economic climate. Low unemployment continued to be one of the drivers of growth since it allowed consumers to maintain consumption patterns, although ...

Apr 2015 | US$2,400 | Pages: 73 | Add to cart | View details

Country Report

Polishes in Brazil

Towards the end of the review period, changes in the construction and decoration of houses resulted in a decrease in sales of the two largest categories of polishes, floor polish and furniture polish. Construction companies, home furnishers and ...

Apr 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Surface Care in Brazil

Brazilian consumers bought surface care products more frequently in 2014, not only for their functional benefits but also for the pleasant effects they have on the home. The growing search for convenience supported the purchases of value-added ...

Apr 2015 | US$900 | Pages: 33 | Add to cart | View details

Country Report

Toilet Care in Brazil

Toilet care goods are considered crucial home care products within Brazilian households as they are aligned with the consumer search for practicality, hygiene and fragrance. The toilet is the room where an adequate clean is fundamental, but it is the...

Apr 2015 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Air Care in Ecuador

In December 2013, COMEX (the External Commerce Committee), launched Resolution 116, which established that given tariff subheadings would need to present an INEN-1 quality certificate in order to enter the country. This affected most categories of ...

Apr 2015 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Bleach in Ecuador

Bleach is still a very important product for Ecuadorians as it is the most relevant product with high usage penetration in households. This is because bleach is strongly positioned as a multi-cleanser and disinfectant and is quite cheap.

Apr 2015 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Dishwashing in Ecuador

During 2014, the government introduced a major new regulation that limited category growth. In December 2013, COMEX (the External Commerce Committee) created Resolution 116. The aim of the resolution is supposedly to control product quality by ...

Apr 2015 | US$900 | Pages: 14 | Add to cart | View details

Country Report

Home Insecticides in Ecuador

Consumers’ lifestyles continued to become more hectic due to longer working hours and various activities that ranged from exercising to taking care of the family. This is why for chores that they might forget or not be constantly aware of, they ...

Apr 2015 | US$900 | Pages: 12 | Add to cart | View details

Country Report

Laundry Care in Ecuador

During 2014, there were two major government regulations that affected sales. In December 2013, the COMEX (the External Commerce Committee) created Resolution 116. The aim of the resolution is to control product quality by demanding importers provide...

Apr 2015 | US$900 | Pages: 20 | Add to cart | View details

Country Report

Home Care in Ecuador

Higher unit prices, due mainly to higher import and advertising costs as a consequence of legislation that demanded more-specific import quality controls and locally produced advertising, resulted in higher current value growth in 2014 than the ...

Apr 2015 | US$2,400 | Pages: 55 | Add to cart | View details

Country Report

Polishes in Ecuador

In December 2013, COMEX (the External Commerce Committee) created import restrictions that negatively affected the supply of raw materials and finished products. The restrictions involved the demand from INEN (the National Norms Institute) for ...

Apr 2015 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Surface Care in Ecuador

In December 2013, COMEX (the External Commerce Committee), launched Resolution 116. It controls imported products with mandatory quality certificates by INEN (the National Norms Institute). Since there were no bodies in the country to provide such ...

Apr 2015 | US$900 | Pages: 13 | Add to cart | View details

Country Report

Toilet Care in Ecuador

Import barriers were created in December 2013 by COMEX’s (the External Commerce Committee) Resolution 116. The aim is to control product quality with the help of INEN (the National Norms Institute) through special certificates that need to be ...

Apr 2015 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Home Insecticides in Dominican Republic

While the hangover from the 2013 outbreak of dengue fever lingers in the Dominican Republic, a new mosquito-borne disease, chikungunya, made its presence felt in 2014. Health officials have warned that the government and the health system are not ...

Apr 2015 | US$900 | Pages: 12 | Add to cart | View details

Country Report

Laundry Care in Dominican Republic

Although over the past decade the Dominican Republic has boasted one of the strongest economies in the Central American-Caribbean region (CAC), it experienced significantly slower growth in 2013 than during the rest of the review period. Weaker ...

Apr 2015 | US$900 | Pages: 20 | Add to cart | View details

Country Report

Home Care in Dominican Republic

A recovery in the Dominican economy in 2014 helped set the tone for improved current value growth in home care on the previous year. Strong brand recognition combined with increased consumer awareness of some product categories contributed to this ...

Apr 2015 | US$2,400 | Pages: 58 | Add to cart | View details

Country Report

Polishes in Dominican Republic

Polishes in 2014 remained highly concentrated, led by SC Johnson. The top four polish brands accounted for a 73% share of value sales, with two of these, Pledge and Kiwi, belonging to SC Johnson and contributing to its leading 52% value share.

Apr 2015 | US$900 | Pages: 14 | Add to cart | View details

Country Report

Surface Care in Dominican Republic

Surface care has shown strong resilience to uncertain economic conditions. While an economic downturn was experienced in 2013, producers were eager to stimulate the category at the slightest hint of an upturn. It could be argued that this confidence,...

Apr 2015 | US$900 | Pages: 15 | Add to cart | View details

Country Report

Toilet Care in Dominican Republic

Overall consumer awareness of toilet care remains low in the Dominican Republic. Toilet care products are generally expensive and so are attractive only to a niche audience of higher-income households. While the competitive landscape is highly ...

Apr 2015 | US$900 | Pages: 12 | Add to cart | View details

Country Report

Air Care in Dominican Republic

Following strong current value growth in 2011 and 2012 of 11%, category growth fell significantly to 5% in 2013 as the Dominican economy struggled. While volume sales growth slowed in 2013, unit price growth also slowed as companies tried to salvage ...

Apr 2015 | US$900 | Pages: 12 | Add to cart | View details

Country Report

Bleach in Dominican Republic

Bleach is a common household product widely used by consumers across the country. In light of the lower price of chlorine bleach compared to other household cleaning products, bleach has multiple uses for consumers, including cleaning floors and ...

Apr 2015 | US$900 | Pages: 14 | Add to cart | View details

Country Report

Dishwashing in Dominican Republic

Although traditional ball-shaped dishwashing bars continued to lead the category in 2014, mid- to high-income consumers are increasingly opting for liquid dishwashing products. This consumer group views liquid formulations as less abrasive on ...

Apr 2015 | US$900 | Pages: 16 | Add to cart | View details

Country Report

Home Care in Belgium

Despite the improved economic situation in Belgium during 2014 in terms of GDP growth and disposable income levels, home care declined in value and volume terms over the course of the year. The decline in volume sales came as no surprise due to the ...

Apr 2015 | US$2,400 | Pages: 72 | Add to cart | View details

Country Report

Polishes in Belgium

Polishes is a category of products which are increasingly thought of as old-fashioned by the majority of Belgian consumers and almost nothing has been done in recent years to improve the image of these products or boost their sales. The lack of ...

Apr 2015 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Surface Care in Belgium

The main reason for the negative performance of surface care in Belgium during 2014 was the general lack of innovation in the category. This lack of innovation, which was already in evidence during 2013, resulted in static volume growth and marginal ...

Apr 2015 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Toilet Care in Belgium

As with other categories within home care in Belgium, toilet care is quite a mature and saturated product category. However, in order to achieve value growth, the leading players the in the category engaged in strong innovation, including launching ...

Apr 2015 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Air Care in Belgium

Two main factors were behind the static value growth recorded in air care in Belgium during 2014: scant innovation; and the increasing relevance of price discounting. Belgium is a country with a very developed consumer economy in which the popularity...

Apr 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Bleach in Belgium

Towards the end of the review period, sales of bleach in Belgium were strongly negatively affected by the development of products containing chlorine bleach in other home care categories, mainly toilet care and surface care. Moreover, towards the end...

Apr 2015 | US$900 | Pages: 17 | Add to cart | View details

Country Report

Dishwashing in Belgium

Value growth in dishwashing during 2014 was substantially influenced by the aggressive promotional battle which is underway among the categories leading brands. Three-for-two or even buy-one-get-one-free offers were particularly common in dishwashing...

Apr 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Home Insecticides in Belgium

Sales of home insecticides in Belgium are largely dependent on the prevailing weather conditions and these remained reliably unpredictable in Belgium towards the end of the review period. In fact, the prevailing sunny and dry weather in Belgium ...

Apr 2015 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Laundry Care in Belgium

The leading manufacturers of laundry care continued to engage in innovation towards the end of the review period, especially in the key product category of laundry detergents. However, such innovation did not result in positive growth. While ...

Apr 2015 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Home Care in France

The French home care market resisted quite well in 2014 with a timid value progression of less than 1%; a performance which may be considered satisfactory given the process of product concentration/compaction, growing consumer preference for ...

Apr 2015 | US$2,400 | Pages: 84 | Add to cart | View details

Country Report

Polishes in France

Declining sales of polishes in 2014 was explained by several factors. Growing acceptance of casual attire codes in the workplace and lesser attention paid to care for metal objects/furniture – due to busy lifestyles -continue to structurally impede ...

Apr 2015 | US$900 | Pages: 28 | Add to cart | View details

Country Report

Surface Care in France

Multi-purpose cleaners generated an additional €4.0 million in value in 2014, making it the biggest driver behind overall value growth. As households continue to adopt such versatile products - out of practicality, stock-optimising benefits and ...

Apr 2015 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Toilet Care in France

The cocooning trend of previous years has paved the way for hiving and homing lifestyles: In 2014, social gatherings, parties, dining and other get-togethers were more frequently being held at home rather than at outdoor cafés, bars, and restaurants....

Apr 2015 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Air Care in France

The performance of air care evolved differently in 2014: Car air fresheners renewed with 1% positive growth, mainly thanks to the upturn in the car sales market and late-2013 promotional campaigns in support of newly-launched car air fresheners; ...

Apr 2015 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Dishwashing in France

Both automatic and hand washing saw volume and value sales growth in 2014, driven by a number of product innovations and promotional campaigns. Besides, the emergence of homing/hiving lifestyles among French households over the period 2013-2014 has ...

Apr 2015 | US$900 | Pages: 32 | Add to cart | View details

Country Report

Home Insecticides in France

The year 2014 was particularly marked by exceptional warm temperatures over the period June to October, resulting in a prolonged seasonal demand for home insecticides, and especially against mosquitoes. Higher risk levels associated with the tiger ...

Apr 2015 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Laundry Care in France

In 2014, the overall decline in volume was explained by a combination of different factors. Firstly, French households being more accustomed to concentrated/compact laundry detergents, there were fewer instances of over-dosage. Product concentration ...

Apr 2015 | US$900 | Add to cart | View details

Country Report

Bleach in France

Generally, French households’ awareness of the potential harmfulness of chlorine-based bleach was on the rise in 2014; it is estimated to be the main cause behind 40% of household accidents related to home care products. In addition, French consumers...

Apr 2015 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Home Insecticides in Mexico

Since January 2014, a new tax on home insecticides has taken effect. The IEPS (Impuesto Especial Sobre Products y Servicios – Special Tax over Products and Services) rate varies according to the toxicity level of pesticides and home insecticides. The...

Apr 2015 | US$900 | Pages: 15 | Add to cart | View details

Country Report

Laundry Care in Mexico

Although basic laundry care products continued playing a relevant role in the category, during 2014, innovation was concentrated on formulation improvements that in most cases implied higher average prices due to value-added attributes. An example ...

Apr 2015 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Polishes in Mexico

In 2011, SC Johnson & Son acquired the shoe polish brand Kiwi. Before that acquisition, SC Johnson & Son was already present in shoe polish with the well-known Colorfiel brand. By the end of 2014, Kiwi started a fusion process with Colorfiel, with ...

Apr 2015 | US$900 | Pages: 15 | Add to cart | View details

Country Report

Surface Care in Mexico

During 2014, SC Johnson & Son continued with product rebranding for its globally recognised Mr Muscle umbrella brand. Until 2012, the company marketed Windex window cleaner, Pato bathroom cleaner and Drano drain opener. In 2013, all those brands had ...

Apr 2015 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Toilet Care in Mexico

In-the-bowl (ITB) toilet care in Mexico is dominated by rim blocks, which were considered traditional products that for years remained with low levels of innovation; however, in 2014, there were relevant format changes aimed at providing ...

Apr 2015 | US$900 | Pages: 22 | Add to cart | View details
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    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

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