Reckitt Benckiser Group Plc (Reckitt) in Home Care

July 2023

As the third largest home care player globally, Reckitt derives most of its revenue from surface care, which is also the fastest growing category for the company. Despite experiencing a decline in market share, the company experienced growth through market momentum. Sustainable development remains central to the company’s future plans with innovations clearly visible in packaging.

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Overview:

Euromonitor International's report on delivers a detailed strategic analysis of the company's business, examining its performance in the Home Care market and the global economy. Company and market share data provide a detailed look at the financial position of , while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of .

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Home Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope
Executive summary
Top companies at a glance
Reckitt’s global footprint
The US remains Reckitt’s largest market with strong growth in 2022
Market moment continues to contribute to value sales growth
Biggest future growth set to come from dishwashing category
R eckitt experiences small decline in market share despite increased sales
Procter & Gamble remains Reckitt’s key competitor
Key categories and markets
Key brands
Reckitt’s growth strategy focuses on expansion
Sustainability remains key consumer demand
Reckitt: Sustainability commitments and policies (1)
Reckitt: Sustainability commitments and policies (2)
Sustainable innovation in dishwashing
Sustainable innovation in laundry care
Sustainable innovation through formulation: Veja Power Nature
Incentivising shoppers to help close the loop
Reckitt’s increase in prices in response to inflation
Western Europe continues to be biggest contributor to Reckitt’s laundry care business
Laundry aids dominate sales across Reckitt’s top markets
Other laundry aids present biggest growth opportunity
Middle East and Africa experiences highest CAGR over review period
Automatic dishwashing dominates in Reckitt’s top markets
Automatic dishwashing tablets offer the biggest forecast growth
North America continues to be biggest contributor to Reckitt’s surface care business
Home care disinfectants dominate across the top markets
Home care disinfectants also represent significant growth opportunity for Reckitt
Key findings
Projected company sales: FAQs (1/2)
Projected company sales: FAQs (2/2)

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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