Home care in Australia experienced another year of current value growth in 2018. Growth continued to be driven by categories such as laundry care and toilet care.
One of the key trends identified in 2018 was the increasing demand for sustainable products in Australia. As consumers became more environmentally-conscious and increasingly aware of the potential health risks arising from some home care products, they opted for more environmentally-friendly products.
In 2018, price discounting was an important factor influencing the performance of home care. Retailers such as Aldi, Woolworths and Coles continued to invest in private label lines and penetrated different home care categories, such as laundry care, dishwashing and surface care.
One of the leading trends in home care is product efficacy. Consumers are interested in purchasing products that will deliver quality results at home, and do not waste time and money on products that underperform.
Although home care is expected to witness new product launches and continuous promotional activity by brand manufacturers, sales are forecast to experience a minimal value contraction at constant 2018 prices over the next five years, due to the impact of price discounting. With the growing presence of new brands and private label lines in the market, consumers will continue to push for lower prices, and this is likely to be a strategy that will persist over the next five years.
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This industry report originates from Passport, our Home Care market research database.