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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

Dishwashing in South Africa

Hand dishwashing remains a very important home care category in South Africa as only 13% of South African households owned an automatic dishwasher during 2014. The household possession rate of automatic dishwashers is slowly increasing in South ...

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

Country Report

Home Insecticides in South Africa

South Africa has a temperate, relatively dry climate. Rainfall takes place mainly in summer over the majority of the surface area. The Western Cape is the one exception to this as it tends to have high levels of rainfall during winter due to its ...

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

Country Report

Laundry Care in South Africa

Laundry care remained a category characterised by fierce price competition and widespread price discounting among manufacturers and retailers during 2014 as the category’s leading players increased volumes sales by reducing prices in order to support...

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

Country Report

Home Care in South Africa

The majority of South African consumers remained under severe financial pressure during 2014, favouring low-priced products and forgoing purchases of discretionary items which are not seen as essential. However, consumer spending is set to increase ...

Mar 2015 | US$2,400 | Add to cart | View details

Country Report

Polishes in South Africa

Polishes is already a mature category in South Africa and it registered limited volume growth during 2014. Floor polish continues to account for the bulk of polishes volume sales in South Africa, comprising 69% of total polishes retail volume sales ...

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

Country Report

Surface Care in South Africa

South African society is becoming increasingly urbanised. This strong urbanisation trend is being driven by the phenomenal growth of South Africa’s middle class which, in turn, is predominantly due to high numbers of people from previously ...

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

Country Report

Toilet Care in South Africa

Toilet care in South Africa remained a category characterised largely by price promotions towards the end of the review period as manufacturers sought to promote their products and retailers sought to increase volume sales. Faced with severe ...

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

Country Report

Air Care in South Africa

South African society is becoming increasingly urbanised and the number of South African people living in cities increased by 7% over the course of the review period. The country’s densely populated cities are considerably more polluted that its ...

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

Country Report

Bleach in South Africa

Bleach remained very popular in South Africa during 2014, with many low-income households using bleach as a multi-purpose cleaning product. Many South African consumers view bleach as an affordable alternative to other home care products due to the ...

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

Country Report

Toilet Care in Austria

The performance of toilet care in Austria in 2014 was attributable to several factors. Firstly, there are a significant number of Austrians who are becoming increasingly aware of the significance of toilet hygiene for their overall health. In order ...

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

Country Report

Dishwashing in Austria

Dishwashing was influenced by several trends and developments in 2014. On the one hand, the penetration rate of dishwashers in Austrian households is gradually increasing year-on-year, according to Euromonitor International consumer appliances ...

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

Country Report

Home Insecticides in Austria

Home insecticides was influenced by two important factors in 2014. Firstly, Austria is known to be an area of frequent flooding year after year, especially around the river Danube, which passes through the northern part of the country. Whilst the ...

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

Country Report

Home Care in Austria

Home care posted a healthy performance in current value terms in 2014 compared with both the previous year and the overall review period. The clear winners in home care in Austria in 2014 were home insecticides, air care, laundry care and toilet ...

Mar 2015 | US$2,400 | Add to cart | View details

Country Report

Polishes in Austria

Modern lifestyles, with a faster pace of life and less free time for daily household chores, are leading to demand for furniture and surfaces in households which are easily maintained. Consumers in Austria are thus increasingly turning to furniture ...

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

Country Report

Surface Care in Austria

Surface care was influenced by three distinctive trends in 2014. Firstly, consumers increasingly opted for products which are easy to use and deliver good results. Within this, the demand for products which treat specific areas of the home also ...

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

Country Report

Surface Care in Finland

Surface care value sales growth was sluggish in 2014 as the category became mature and consumers limited their spending. As the economy continued to be unstable in Finland, consumers compared more prices and did not tend to get new surface care ...

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

Country Report

Toilet Care in Finland

Toilet care is already a mature category in Finland, and for the first time in years registered a value sales decline in 2014. As the economic instability continued in Finland and unemployment increased, the price became a more important factor in ...

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

Country Report

Air Care in Finland

Air care products continue to interest consumers. However, the category is facing more maturity as well as feeling the restraints of the economic downturn, which is still forcing consumers to be careful with their spending. In order to boost sales, ...

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

Country Report

Bleach in Finland

Bleach did not see active advertising and marketing campaigns in 2014 and new product development remained rather absent. In fact, the category suffers from an old-fashioned image and consumers fear bleach to be bad for the environment. In addition, ...

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

Country Report

Dishwashing in Finland

Dishwashing products continue to be necessities in Finland while struggling against maturity. As the economy remains unstable and unemployment rates elevate, consumers with declining purchasing power are paying more attention to prices, opting for ...

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

Country Report

Home Insecticides in Finland

Home insecticides in Finland remained rather steady although its sales marginally declined in 2014. It is also noteworthy that the demand for home insecticides is seasonal and sales peak in warmer months, especially in summer. Consumers in Finland ...

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

Country Report

Laundry Care in Finland

Generally speaking, Finns attempted to limit their spending by comparing prices and opting for more affordable products, such as private label offerings, in 2014 as the economy remained unstable in Finland. However, consumers did not mind paying a ...

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

Country Report

Home Care in Finland

As the Finnish economy was forced to deal with instability and the unemployment rate increased, many consumers were forced to limit their spending in 2014. Finns compared prices and took advantage of better deals, which meant that the value growth ...

Mar 2015 | US$2,400 | Add to cart | View details

Country Report

Polishes in Finland

While polishes is a mature category, which suffered from the worsened economic climate in Finland in 2014, the category nonetheless has several positive trends. The products became more sophisticated during the review period, offering consumers more ...

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

Country Report

Air Care in Austria

Austrians opt for air care products for several reasons. The desire for greater freshness and a pleasant ambience at home are amongst these reasons. Busy lifestyles are more often than not translating into a growing amount of stress at work. However,...

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

Country Report

Bleach in Austria

Bleach continues to experience negative performance, suffering from growing consumer health and environmental awareness. Considered to be harmful to both humans and the environment, bleach is avoided by many consumers, who are not willing to risk ...

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

Country Report

Laundry Care in Austria

Product innovation, supported by advances in technology, influenced the value growth of laundry care in Austria in 2014. The busier lifestyles of many Austrians, as well as greater demand for convenient products, triggered greater efforts by ...

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

Country Report

Laundry Care in Norway

Even though eco-friendliness is an important consideration for Norwegian consumers when selecting laundry care products, almost all products sold in Norway carry the Swan label so there is very little differentiation amongst brands in this regard. As...

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

Country Report

Home Care in Norway

Home care in Norway grew strongly over the review period, with increases for most categories in 2014. Low interest rates and growing salaries continued to underpin strong value growth of home care in Norway as consumer spending powers in the country ...

Mar 2015 | US$2,400 | Add to cart | View details

Country Report

Polishes in Norway

Shoe polish continued to be the greatest driver of value growth within polishes in Norway in 2014. Unlike metal, furniture and floor polish, shoe polish is seen as a vital component of Norwegian life. Because of harsh weather conditions over the ...

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

Country Report

Surface Care in Norway

Surface care continued to be driven by innovations from the leading manufacturers. Products specific to bathroom and kitchen cleaning in particular increasingly underwent development so that they were more effective against particular kinds of dirt. ...

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

Country Report

Toilet Care in Norway

The convenience of toilet care products is becoming increasingly important to Norwegian consumers. Like with most other household tasks, Norwegians are placing more importance on the minimisation of toilet care and are seeking products to help them ...

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

Country Report

Air Care in Norway

Air care in Norway continued with strong growth in 2014, with positive performances recorded by all categories. With a range of products available in several different categories within air care, it is this very diversification that kept consumers ...

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

Country Report

Bleach in Norway

One of the strongest trends in home care in 2014 was the increasing desire of Norwegian consumers to purchase cleaning products deemed to be environmentally-friendly and relatively free of strong chemicals. While most surface cleaners carry the Swan ...

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

Country Report

Dishwashing in Norway

The desire amongst Norwegian consumers for more convenience in their home care products has proven significant in dishwashing. For automatic dishwashing, this has resulted in sustained growth of automatic dishwashing tablets, a trend that has been ...

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

Country Report

Home Insecticides in Norway

Sales of home insecticides in Norway are dictated by the summer weather in Norway. When it is warm and dry, there are more wasps and when conditions are damper, mosquitos are the biggest irritant. The summer in Norway in 2014 was extremely warm, ...

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

Country Report

Home Insecticides in Greece

Home insecticides attracted robust investment by manufacturers, with several strong new product launches taking place in 2014. Innovation focused on new concepts and new formats, with dual function electric insecticides, foams and portable battery ...

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

Country Report

Laundry Care in Greece

Liquid tablet detergents was under the spotlight in 2014 with more launches taking place during the year. Lenor, Skip and Omo entered the category, resulting in a year of dynamic growth in both value and volume terms. In view of its novelty, capsules...

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

Country Report

Home Care in Greece

In line with the extensive use of promotional activities and discounts, initiated both by manufacturers and retailers, home care recorded negative value growth in 2014 for another consecutive year. As a result of sales declining considerably since ...

Mar 2015 | US$2,400 | Add to cart | View details

Country Report

Polishes in Greece

Sales declined by 15% in both retail volume and value terms in 2014.The decline in sales was mostly due to polishes being a saturated category and influenced by changes in fashion and lifestyle trends, rather than the economic downturn. Specifically,...

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

Country Report

Surface Care in Greece

Concentrated products were the focus of new developments in surface care in 2014, with manufacturers introducing products that promised advanced efficiency with a smaller amount of product. Consumers though did not respond to the trend so far, with ...

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

Country Report

Toilet Care in Greece

Manufacturers invested heavily in the toilet care category in 2014, with ITBs being the key focus area. Multi-purpose ITBs were under the spotlight of developments. Duck and Bref introduced new ITBs that claim to have multiple properties, such as ...

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

Country Report

Air Care in Greece

In view of the ongoing recession and shrinking disposable incomes Greeks began to rationalise their purchases and this took its toll on air care in 2014, which was amongst the most affected categories in terms of losses. Over the review period value ...

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

Country Report

Bleach in Greece

Despite maturity and no innovation, bleach proved to be a recession-proof category. Bleach continued to have commodity status in Greece and was regarded as synonymous with hygiene. With its very low selling price, sales of bleach were not affected by...

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

Country Report

Dishwashing in Greece

No major developments occurred in dishwashing in Greece in 2014, yet sales performed slightly better in comparison to the previous year. Hand dishwashing witnessed positive, albeit marginal growth in volume terms. Automatic dishwashing products on ...

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

Country Report

Dishwashing in Canada

Dishwashing declined in 2014 as retail value sales reflected the impact of a decline in dishwashers within major home appliances combined with growing price competition in dishwashing detergents. Household penetration rates for automatic dishwashers ...

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

Country Report

Home Insecticides in Canada

Home insecticide use in Canada remains a necessary evil in the eyes of many homeowners. While it may be necessary to use a chemical pesticide to control insect infestations, flying pests, such as wasps or mosquitoes, or indoor insects, including ...

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

Country Report

Laundry Care in Canada

Laundry care increased moderately in 2014 in current value terms, although volumes remained flat in relation to the previous year. Despite the trend of frequent price discounting and the habit forming among consumers in buying laundry detergents on ...

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

Country Report

Home Care in Canada

Sources used during research include the following:

Mar 2015 | US$2,400 | Add to cart | View details

Country Report

Polishes in Canada

Polishes registered modest growth of 1% in 2014 as it experienced the competitive pressures of substitute products in surface care in floor and metal polishes. Polishes are something off a specialised product, and it is difficult to stimulate usage ...

Mar 2015 | US$900 | 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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