Home Care

Market research on the home care industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and share data, distribution and industry trends.
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Strategy Briefing

Strategy Briefing

Surface Care in Asia Pacific

Oct 2019

Asia Pacific is one of the fastest growing regions in surface care, but per capita spending remains among the lowest in the world. This indicates the untapped market potential in surface care in the region. With favourable trends, such as rising ...

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Strategy Briefing

Strategy Briefing

Surface Care in Middle East and Africa

Oct 2019

Surface care in the Middle East and Africa region witnessed moderate growth over the review period, and was characterised by the launch of innovative and multipurpose products. Multinational companies lead the surface care category, and are ...

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Company Profile

Company Profile

Procter & Gamble in Home Care

Oct 2019

This briefing explores Procter & Gamble’s performance in the global market for home care, discussing its strategic direction, as well as future growth areas within the categories it operates in. Its business witnessed growth over the review period, ...

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Company Profile

Company Profile

The Clorox Company in Home Care

Sep 2019

The Clorox Company’s strong brand positioning within key categories in home care is a fundamental part of its strategy, especially in North America and Latin America. However, as the industry continues to evolve and mature regarding cleaning habits ...

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Strategy Briefing

Strategy Briefing

Voice Commerce: Turning an Industry Upside Down

Sep 2019

Voice commerce changes the way we interact with machines as they become more human and speak our language. This has the potential to close the gap between online and offline shopping by merging the two more seamlessly and goes way beyond selling ...

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Strategy Briefing

Strategy Briefing

Home Care: Quarterly Briefing Q3 2019

Sep 2019

This quarterly briefing examines the current state of home care globally, focusing on the most considerable upgrades and downgrades in our Q3 IFM update, looking into markets and categories. All regions have witnessed a downgrade in their value ...

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Strategy Briefing

Strategy Briefing

The Five Markets With the Biggest Unmet Potential For Spot and Stain Removers

Aug 2019

The spot and stain remover category stands at something of a crossroads in 2019. It has well-developed sales in many developed markets, high household usage in some developing markets and, more importantly, great unmet market potential. Barriers to ...

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Strategy Briefing

Strategy Briefing

Men Who Clean: Shaking Up Gender Roles in Home Care – Part II

Aug 2019

The laundry industry has been addicted to stereotypes, one from the 1950s housewife, the other dating back to cavemen. Both create female-exclusive product targeting with little thought to “masculine” laundry. This delayed the industry’s recognition ...

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Strategy Briefing

Strategy Briefing

Men Who Clean: Shaking Up Gender Roles in Home Care – Part I

Aug 2019

The laundry industry has been addicted to a couple of stereotypes, one alluding to the 1950s housewife, the other dating back to cavemen. Both create female-exclusive product targeting with little thought to “masculine” laundry. This delayed the ...

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Company Profile

Company Profile

Reckitt Benckiser Group Plc (RB) in Home Care

Aug 2019

This company profile discusses the performance of Reckitt Benckiser’s home care division over recent years and defines the key future growth areas of the company’s business. The company is undergoing profound structural changes, creating two ...

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Strategy Briefing

Strategy Briefing

Laundry Care in Latin America

Aug 2019

Latin America is the fourth largest region globally for sales of laundry care, and is predicted to be the third fastest growing over 2018-2023. Difficult economic conditions in some markets over 2013-2018 restricted growth, but there are many ...

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Strategy Briefing

Strategy Briefing

Laundry Care in the Middle East and Africa

Jul 2019

Sales of laundry care in the Middle East and Africa remain very underdeveloped but are rising, driven by improving economic conditions, rising disposable incomes, and more women entering the formal workplace. Economic instability has hampered growth ...

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Company Profile

Company Profile

Amway Corp in Home Care

Jul 2019

Amway Corp is the leading player within home care direct selling and has a strong presence in Asia Pacific and Eastern Europe. The company plans to intensify its activities in nutrition and wellness and has scaled down its focus and operations in ...

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Company Profile

Company Profile

Lion Corp in Home Care

Jul 2019

Lion Corp is one of the leading home care producers in Japan. The company focuses on value-added ultra-concentrated laundry, dishwashing and surface care products. This report discusses the latest strategic decisions by Lion, the newest product ...

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Company Profile

Company Profile

Kao Corp in Home Care

Jul 2019

Kao has faced challenges to replicate its success in its home country of Japan to other markets, while Japan is maturing with less room for growths. This profile analyses the company’s efforts to counter maturity and intensifying competition in key ...

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Strategy Briefing

Strategy Briefing

Home Care: Quarterly Briefing Q2 2019

Jul 2019

In this quarterly briefing, we take a look at developments in the global home care industry. The main story is the low percentage value growth forecast for developed markets, while emerging countries are set to grow more dynamically. A growing ...

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Strategy Briefing

Strategy Briefing

Dishwashing in Western Europe

Jul 2019

Dishwashing in Western Europe as a whole is a mature category, characterised by low growth rates and an increasing concentration on all-in-one monodose dishwashing tablets, the convenience of use of which appeals to consumers. However, a shift in ...

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Strategy Briefing

Strategy Briefing

Where Consumers Shop for Home Care

Jul 2019

The global home care retail landscape has remained largely unchanged, despite a shift in consumer shopping habits, with the grocery channel still the dominant method for buying home care products. Supermarkets are the most common distribution channel...

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Company Profile

Company Profile

Unilever Group in Home Care

Jun 2019

This report discusses the current state of play of Unilever’s home care business on a global level, and gives a performance outlook for the years ahead. As one of the company’s focus areas, it has considerably increased its spending on ...

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Strategy Briefing

Strategy Briefing

Laundry Care in Asia Pacific

Jun 2019

Asia Pacific is the largest region for laundry care globally but still lags behind significantly in terms of per capita spending. This is due to low disposable income per capita and washing machines penetration rates from the developing countries. ...

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