Executive Summary

Feb 2019
Home care registers another year of value growth

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.

Consumer demand for sustainable home care products continues to grow

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.

Price discounting hinders value growth in home care

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.

Product efficacy remains a key factor in consumers’ decisions

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.

Home care is set to experience a marginal constant value decline

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.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Home Care in Australia

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Australia for free:

The Home Care in Australia market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Care in Australia?
  • What are the major brands in Australia?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in Australia?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Home Care in Australia

EXECUTIVE SUMMARY

Home care registers another year of value growth
Consumer demand for sustainable home care products continues to grow
Price discounting hinders value growth in home care
Product efficacy remains a key factor in consumers’ decisions
Home care is set to experience a marginal constant value decline

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Australia

HEADLINES

PROSPECTS

Candle air fresheners continues to drive growth in air care
Negative media continues to be a challenge for the category
New product innovations

COMPETITIVE LANDSCAPE

Reckitt Benckiser (Australia) maintains its lead in air care
Green brands experience growth in air care
Ingredients set to be the main factor in consumers’ purchasing decisions

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Australia

HEADLINES

PROSPECTS

The value decline in bleach continues in 2018
Health concerns prevent growth

COMPETITIVE LANDSCAPE

Pental Products continues to lead despite the overall decline in bleach
Marketing initiatives to attract younger consumers

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Australia

HEADLINES

PROSPECTS

Automatic dishwashing tablets drives growth in dishwashing
Hand dishwashing also performs well, whilst automatic dishwashing tablets declines
Automatic dishwashing liquids is an emerging format

COMPETITIVE LANDSCAPE

Reckitt Benckiser (Australia) maintains its lead with the Finish brand
Finish combats private label through marketing and advertising
Eco-brands in dishwashing receive more consumer attention

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Australia

HEADLINES

PROSPECTS

Electric insecticides experiences the fastest value growth in home insecticides
Company investment in electric insecticides is set to ensure growth
Product efficacy continues to be the top priority for consumers

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its lead in home insecticides
SC Johnson & Son remains in second place
Private label home insecticides perform well in Australia

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Australia

HEADLINES

PROSPECTS

Strong price discounting shapes the value prospects in laundry care
Concentrated liquid detergents continues to be a strong driver of growth
The rising presence of sustainable laundry care products with natural components

COMPETITIVE LANDSCAPE

Retailers improve their private label product ranges
Unilever Australia launches Omo EcoActive
The top two players in laundry care

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Australia

HEADLINES

PROSPECTS

Polishes in Australia continues to contract for another year
No growth seen in any category
Less polishing at home due to substitute products

COMPETITIVE LANDSCAPE

Reckitt Benckiser (Australia) continues to lead
SC Johnson & Son maintains second place
The lack of private label competition in polishes

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Australia

HEADLINES

PROSPECTS

Product efficiency remains a key determinant in consumers’ purchasing decision
Home care disinfectants enjoys another year of healthy value growth
The launch of less aggressive cleaning solutions

COMPETITIVE LANDSCAPE

Lack of brand loyalty becomes an issue for manufacturers
Private label experiences value share growth
The end to falling prices will offer opportunities

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Australia

HEADLINES

PROSPECTS

Toilet liquids/foam grows its share in toilet care
Communication of product benefits to boost sales
Product innovation becomes a key growth driver in toilet care

COMPETITIVE LANDSCAPE

Reckitt Benckiser (Australia) holds the largest value share in toilet care
Product developments to attract consumers
Discounting is common, but quality is important

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023