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Home Care in Australia

February 2021
USD 2,650
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Australia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Australia?
  • Which are the leading brands in Home Care in Australia?
  • How are products distributed in Home Care in Australia?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Australia

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Australia

KEY DATA FINDINGS

2020 IMPACT

The importance of hygiene during the COVID-19 pandemic boosts laundry care
Convenience still key factor for Australian consumers
Consumers willing to pay more for more effective products

RECOVERY AND OPPORTUNITIES

Demand for eco-friendly products to increase as Australians go green
Liquid detergents continue to make gains at the expense of powder detergents
Marketing and efficacy key to success as private label continues to make its mark

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Australia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 leads to surge in demand for products in dishwashing
Hygiene concerns drive focus on efficacy as private label products keep prices low
Reckitt Benckiser strengthens lead thanks to leading brand Finish

RECOVERY AND OPPORTUNITIES

Flexible working supports demand for dishwashing as COVID-19 lingers
Eco-friendly trends set to return as consumers move on from COVID-19
Convenience is key as busy Australians seek to save time

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Australia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 hygiene concerns lead to spike in demand for surface care
Unit prices fluctuate with demand as new brands emerge to meet demand
Brands monitor surface care’s segmentation

RECOVERY AND OPPORTUNITIES

New habits persist as surface care continues to expand
Australian consumers are keen for green as sustainability becomes top priority
COVID-19 spurs greater focus on efficacy

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of Surface Care: % Value 2016-2020 Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Australia

KEY DATA FINDINGS

2020 IMPACT

Government advice sparks surge in demand for bleach
White King continues to dominate sales in bleach
Private label expands thanks to competitive pricing

RECOVERY AND OPPORTUNITIES

Growth set to slow as the effects of COVID-19 subside
Eco-friendly Australians move away from harmful bleach products
Cross-category pressure grows as bleach reacts dangerously with other products

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020 Table 44 Sales of Bleach: % Value Growth 2015-2020 Table 45 NBO Company Shares of Bleach: % Value 2016-2020 Table 46 LBN Brand Shares of Bleach: % Value 2017-2020 Table 47 Forecast Sales of Bleach: Value 2020-2025 Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Australia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and hygiene fears drive growth in toilet care during the COVID-19 pandemic
Rim blocks benefits from hygiene concerns and convenience trend
Private label boosted by consumer price sensitivity

RECOVERY AND OPPORTUNITIES

Toilet care continues to grow as hygiene fears return
Harpic, Duck and Bref continue to dominate toilet care
Eco-friendly launches on the horizon

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020 Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Australia

KEY DATA FINDINGS

2020 IMPACT

Polishes in decline as consumers focus on hygiene-related products
Performance is top priority for consumers in polishes
Reckitt Benckiser continues to lead polishes thanks to strong distribution

RECOVERY AND OPPORTUNITIES

Shoe polish set to recover as consumers return to work
Ingredients central to product development as players seek to stand out from the crowd
Manufacturers and private label jump ship as polishes continues to sink

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020 Table 56 Sales of Polishes by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Polishes: % Value 2016-2020 Table 58 LBN Brand Shares of Polishes: % Value 2017-2020 Table 59 Forecast Sales of Polishes by Category: Value 2020-2025 Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Australia

KEY DATA FINDINGS

2020 IMPACT

Australians spend more money on air care during home seclusion
Private label boosted by price sensitivity in Australia
Companies generate interest through packaging and product innovation

RECOVERY AND OPPORTUNITIES

Air care remains important category as COVID-19 habits stick
Eco-friendly products to make their mark in air care
Companies set to innovate as manufacturers aim to stand out

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020 Table 62 Sales of Air Care by Category: % Value Growth 2015-2020 Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 64 NBO Company Shares of Air Care: % Value 2016-2020 Table 65 LBN Brand Shares of Air Care: % Value 2017-2020 Table 66 Forecast Sales of Air Care by Category: Value 2020-2025 Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Australia

KEY DATA FINDINGS

2020 IMPACT

Category resilient to the effects of the COVID-19 pandemic
Demand for eco-friendly home insecticides grow as consumers become more conscious of chemical ingredients
Price sensitive consumers continue to look for good deals and discounts

RECOVERY AND OPPORTUNITIES

Health and wellness trends drive interest in eco-friendly products and ingredients
Consumers seek professional results for the domestic environment
Interest wanes in electric insecticides

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2015-2020 Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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  • 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 report originates from Passport, our Home Care research and analysis database.

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