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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

Surface Care in Romania

There are two main trends that could be observed in surface care in 2013, namely growth of private label products and a shift towards liquid products. They not only include economy products but also premium and green labels able to cater for all ...

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

Country Report

Toilet Care in Romania

Toilet care is a category which did not yet penetrate rural areas during the review period. The major challenge for 2013 was to convince the public in rural areas of the benefits of using toilet care products. Since a significant number of Romanian ...

Dec 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Air Care in Romania

According to representatives of air care manufacturers, private label products in air care represent the highest growth potential in 2013 and during the forecast period. In major supermarkets and hypermarkets private label already had 10% market ...

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

Country Report

Bleach in Romania

The main trend that could be observed in 2013 is a migration from bleach to detergents that have the same formula. Taking into account that these brands mostly belong to the premium or average price range, the number of customers who are expected to ...

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

Country Report

Dishwashing in Romania

In Romania dishwashing, as most other home care products, witnessed positive development, driven by recovering purchasing power which benefitted better-quality products in the first place. General performance of dishwashing is still defined by trends...

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

Country Report

Home Insecticides in Romania

Home insecticides is witnessing a trend towards more eco-friendly, non-toxic products. Although these products currently have a small share of total sales, their share grew in 2013 and is expected to continue to grow, since they are attracting new ...

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

Country Report

Laundry Care in Romania

In Romania laundry care was supported by recovering purchasing power and consumer confidence. This allowed producers to offer Romanians new products. The same factors benefitted performance of higher-quality products. Consumers were more willing to ...

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

Country Report

Home Care in Romania

Romania’s economic growth picked up pace in 2013 as the recovery strengthened in the Eurozone, which buys the bulk of the country’s locally made goods, and consumers spent more. The country’s GDP was due to rise by 3.5%. Domestic demand continued to ...

Dec 2014 | US$2,400 | Pages: 73 | Add to cart | View details

Country Report

Polishes in Romania

Some of the customers who migrated to economy products returned to their previous purchasing habits in 2013. Premium products – a segment mostly defined by decrease between 2010 and 2012 – is expected to see timid growth rates in 2013 and further ...

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

Country Report

Surface Care in Uzbekistan

Housing trend continued in Uzbekistan, creating many new houses, apartments and flats. In addition to efforts of private citizens, the Government also invested in housing. In 2013, hundreds of new houses were built in the Government’s house ...

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

Country Report

Toilet Care in Uzbekistan

On-going housing trend in the country, covering both urban and rural areas, resulted in improvement of water and waste water sewage system. This encouraged all households to build a new modern toilet. All new houses which were under construction or ...

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

Country Report

Air Care in Uzbekistan

Air care witnessed significant increase of price in 2013. This happened because of full dependence on imports, which made products vulnerable to currency fluctuations. In addition, based on confident growth of sales over the review period, ...

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

Country Report

Bleach in Uzbekistan

Bleach was launched in Uzbek home care relatively long time ago, during the Soviet Union times. However, consumers do not consider bleach to be a product of first necessity due to its high prices nowadays. In addition, low awareness by consumers ...

Nov 2014 | US$900 | Pages: 12 | Add to cart | View details

Country Report

Dishwashing in Uzbekistan

Dishwashing sales remained low in Uzbekistan in 2013. Sales were distributed across the country unevenly: sales were limited to the most urban areas, where consumption was close to saturation, whilst in rural areas due to poor development of ...

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

Country Report

Home Insecticides in Uzbekistan

The dry and hot climate of Uzbekistan creates favourable conditions for insects. Throughout long and hot summer seasons, the demand for home insecticides is always high. In-house insecticides such as cockroaches are a problem for consumers even ...

Nov 2014 | US$900 | Pages: 12 | Add to cart | View details

Country Report

Laundry Care in Uzbekistan

In 2013, laundry care witnessed strong development of domestic production. The segment enjoyed growth of investment by domestic entrepreneurs solely or jointly with foreign investors. This resulted in increasing number of manufacturers, which itself ...

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

Country Report

Home Care in Uzbekistan

Home care in Uzbekistan continued to develop in 2013 but only in the already existing categories. Consumers remained loyal to their habitual preferences, which helped imports to maintain their shares; however, growing price of imports and improving ...

Nov 2014 | US$2,400 | Pages: 58 | Add to cart | View details

Country Report

Polishes in Uzbekistan

Polishes had a strong presence in Uzbek home care; however, consumers were not strongly motivated to buy them. Existing consumer base did not change; it comprised the most loyal consumers buying polishes on a regular basis. As for the rest, they were...

Nov 2014 | US$900 | Pages: 12 | Add to cart | View details

Company Profile

Colgate-Palmolive Co in Home Care

Colgate-Palmolive delivered strong performance in 2013 benefiting from its good presence in Latin America where consumer demand for home care products are on the rise. The company has also performed well in developed mature markets thanks to its ...

Oct 2014 | US$525 | Pages: 33 | Add to cart | View details

Global Briefing

Fragrances in Home Care: On the Scent of Greater Diversity

Fragrance is a vital ingredient in home care products in order to mask the scents of active chemical ingredients, but in some categories it is also being used for product positioning and marketing. This report assesses global fragrance trends in home...

Oct 2014 | US$1,200 | Pages: 50 | Add to cart | View details

Country Report

Dishwashing in Malaysia

Dishwashing registered lower current value growth for the year 2013 than in the previous year. Innovative technological advances led to an increase in automated processes. As a result, hand dishwashing registered slower current value growth in 2013 ...

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

Country Report

Home Insecticides in Malaysia

For the year 2013, home insecticides registered value sales of RM426 million, of which RM254 million came from spray/aerosol insecticides, RM102 million from insecticide coils, RM47 million from electric insecticides, RM23 million from other home ...

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

Country Report

Laundry Care in Malaysia

Sales of carpets gradually shrank over the review period. Timber and marble were the more-common choices as flooring material in Malaysia due to their durability and easy maintenance. As a result of low demand for carpet cleaners, some manufacturers ...

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

Country Report

Home Care in Malaysia

Home care generated current value growth of 3% in 2013 and rose at a current CAGR of 4% over the review period. Similarly, all major categories within home care registered current value growth over the review period. The best performance from a major...

Sep 2014 | US$2,400 | Pages: 73 | Add to cart | View details

Country Report

Polishes in Malaysia

Polishes registered current value growth in 2013 to achieve sales of RM27 million, of which RM21 million came from shoe polish, RM4 million came from furniture polish and RM2 million from metal polish.

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

Country Report

Surface Care in Malaysia

Surface care registered higher current value growth in 2013 compared with the previous year. Bathroom cleaners was the best performer with 6% current value growth, followed by wipes (excluding starter kits/sweepers/sticks) with a value growth of 5%, ...

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

Country Report

Toilet Care in Malaysia

Toilet care registered current value growth in 2013 to reach sales of RM41 million, of which RM30 million came from toilet liquids, RM8 million from in-cistern devices and RM3 million came from rim liquids.

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

Country Report

Air Care in Malaysia

Air care registered 7% current value growth in 2013, which was a lower increase than in 2012. Car air fresheners registered the highest value sales in 2013 at RM72 million, followed by electric air fresheners at RM28 million. The lowest value sales ...

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

Country Report

Bleach in Malaysia

Bleach recorded current value growth of 1% in 2013, which continued the decline of previous years.

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

Country Report

Air Care in Austria

Air care is benefiting from growing consumer demand for greater freshness and a pleasant ambience at home. With increasingly busy lifestyles and a growing amount of stress at work, consumers are retreating to home and see it as an oasis of peace and ...

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

Country Report

Bleach in Austria

The growing influence of the health and wellness trend is negatively influencing bleach. Many consumers associate bleach with a substance that can be potentially harmful to the skin and the respiratory system and are thus not willing to take any ...

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

Country Report

Dishwashing in Austria

Dishwashing was influenced by two trends in 2013. First, the increasing number of environmentally-friendly consumers caused an increase in the number of households in Austria that own a dishwasher. According to Euromonitor International, the ...

Aug 2014 | US$900 | Pages: 27 | Add to cart | View details

Country Report

Home Insecticides in Austria

According to several articles from the daily press, such as DerStandard, DiePrese and Profil, Austria was faced with one of the strongest water floods in 2013 since 2002. While citizens of Austria are used to high tides of the river Danube, the ...

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

Country Report

Laundry Care in Austria

Laundry care was influenced by two factors in 2013. On the one hand, the increasingly busy lifestyles of Austrians triggered new strong demand for convenient products. On the other hand, consumers went further and demanded additional product benefits...

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

Country Report

Home Care in Austria

The overall home care market recorded a good performance in 2013. While air care, home insecticides, dishwashing and toilet care were able to record the best performances in value terms benefiting from greater consumer demand for convenient and ...

Aug 2014 | US$2,400 | Pages: 79 | Add to cart | View details

Country Report

Polishes in Austria

With more modern lifestyles, the attitudes of Austrians towards home and living are changing. The faster pace of life leaves a little free time for everyday household chores. Consumers are thus increasingly turning to furniture and household surfaces...

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

Country Report

Surface Care in Austria

Surface care is influenced by the growing consumer demand for clean households which are free of bacteria in 2013. With growing environmental and health awareness of Austrians, the number of people who opt for tidy homes is also increasing. ...

Aug 2014 | US$900 | Pages: 28 | Add to cart | View details

Country Report

Toilet Care in Austria

According to several articles found in the daily press, such as DiePresse and DerStandard, Austrians are becoming increasingly aware of the importance of toilet hygiene for their overall health. This is causing growing demand for products that not ...

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

Country Report

Air Care in Germany

Germany is a rather difficult market for air care products. On the one hand, there is relatively strong interest in products which can improve the atmosphere in consumers’ homes, including scents that remind them of good times, beautiful places or ...

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

Country Report

Bleach in Germany

Bleach is perceived as a rather old-fashioned and aggressive cleaning product, not being very eco- or skin- friendly. Furthermore, there are not many variations available in stores. As a result, fewer and fewer consumers are buying bleach. Value ...

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

Country Report

Dishwashing in Germany

In line with rising consumer demand for goods that can make their everyday lives easier, dishwashing products, especially in automatic dishwashing, are increasingly combining different features in one product. This is leading to pack sizes getting ...

Aug 2014 | US$900 | Pages: 27 | Add to cart | View details

Country Report

Home Insecticides in Germany

2013 started out as rather cold and frosty in Germany, with snow and temperatures remaining below zero until March. Both retailing and weather-related products faced a rather slow start to the year. However, heavy rain causing flooding and high ...

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

Country Report

Laundry Care in Germany

Laundry care is a mature category in Germany and consumers are increasingly demanding products which offer better and quicker results while also supporting the environment and saving them time and money. As such, product sophistication has continued ...

Aug 2014 | US$900 | Pages: 34 | Add to cart | View details

Country Report

Home Care in Germany

Although home care is a mature industry in Germany, value growth remained positive in 2013. Amidst this maturity, there remained sustained demand from German consumers for products which ensure the cleanliness of their homes. In addition, ...

Aug 2014 | US$2,400 | Pages: 82 | Add to cart | View details

Country Report

Polishes in Germany

Polishes, especially furniture polish, are perceived as rather old-fashioned cleaning products, with many of their functionalities already embedded in other products such as surface care. In addition, there are various other alternative products ...

Aug 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Surface Care in Germany

After having experienced major health scares due to the rapid spread of infectious diseases two years in a row, German consumers remained hugely aware of health and hygiene issues in 2013 and continued to demand effective cleaning products, ...

Aug 2014 | US$900 | Pages: 34 | Add to cart | View details

Country Report

Toilet Care in Germany

Similar to surface care, toilet care in 2013 continued to benefit from the effects of previous years’ health scares in Germany, leading to increased hygiene demands especially in bathroom. Manufacturers focused on offering added-value products which ...

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

Country Report

Bleach in Thailand

The use of bleach tends to be limited to laundry and hygiene purposes, with current value growth driven by product adoption by homemakers. Bleach is used for whitening school uniforms, including white shirts and socks. Parents choose this product in ...

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

Country Report

Dishwashing in Thailand

Thai consumers continued washing their dishes by hand in 2013 and this directly supported sales of hand dishwashing products. The use of dishwashers was still quite low among Thai consumers and the use of automatic dishwashing products was not ...

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

Country Report

Home Insecticides in Thailand

Even though the category was not so dynamic in terms of product variety and new product developments, home insecticides registered a positive performance in 2013. Thai consumers were generally satisfied with the existing products available and this ...

Aug 2014 | US$900 | Pages: 22 | Add to cart | View details
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    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

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