Home Care in Canada

Home Care in Canada

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 Canada

KEY DATA FINDINGS

2020 IMPACT

Prices remain stable as stockpiling boosts sales

Consumers continue to turn to the convenience of tablets

Procter & Gamble extends its dominance

RECOVERY AND OPPORTUNITIES

As stockpiling subsides so too should the growth of laundry care

Scent boosters set to shine thanks to the growing use of these products among younger consumers

Prices expected to remain stable as the Canadian economy comes under pressure

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020
Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 13 Sales of Laundry Aids by Category: Value 2015-2020
Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Canada

KEY DATA FINDINGS

2020 IMPACT

Home seclusion boosts sales of hand dishwashing products

Competitive landscape remains consolidated with strong brand loyalty

Green products go on the backburner as consumers focus on COVID-19

RECOVERY AND OPPORTUNITIES

Lifting of COVID-19 measures expected to put the brakes on growth

Canadians expected to be willing to continue paying for the convenience of tablets

Economic pressures likely to inform purchasing decisions

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2015-2020
Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Canada

KEY DATA FINDINGS

2020 IMPACT

Hygiene concerns around COVID-19 drive a spike in demand for surface care

Players move to take advantage of spike in demand

Manufacturers focus on core product lines

RECOVERY AND OPPORTUNITIES

Increased hygiene awareness expected in the post-COVID-19 world

Consumers expected to focus on green issues once COVID-19 is contained

All purpose cleaning wipes set to benefit from away-from-home hygiene concerns

CATEGORY DATA

Table 31 Sales of Surface Care by Category: Value 2015-2020
Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 35 NBO Company Shares of Surface Care: % Value 2016-2020
Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 37 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 38 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Canada

KEY DATA FINDINGS

2020 IMPACT

Bleach comes to the fore on the recommendation of Canada Health

E-commerce and warehouse clubs see increased demand

Clorox retains its crown as demand for bleach soars

RECOVERY AND OPPORTUNITIES

Demand for bleach expected to subside once COVID-19 is contained

Health concerns and demand for convenience potential barriers to growth

Eco-friendly claims could prove beneficial in gaining share

CATEGORY DATA

Table 41 Sales of Bleach: Value 2015-2020
Table 42 Sales of Bleach: % Value Growth 2015-2020
Table 43 NBO Company Shares of Bleach: % Value 2016-2020
Table 44 LBN Brand Shares of Bleach: % Value 2017-2020
Table 45 Forecast Sales of Bleach: Value 2020-2025
Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Canada

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and hygiene concerns the key growth drivers in 2020

Efficacy, fragrance and convenience key considerations as toilet care grows

Toilet care sees growth limited by maturity

RECOVERY AND OPPORTUNITIES

Sales set to stabilise once Canada enters a period of normalisation

New product development and innovation may be required to boost sales of rim blocks

Convenience a key selling point for toilet care

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2015-2020
Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Canada

KEY DATA FINDINGS

2020 IMPACT

Polishes loses its shine as consumers prioritise their spending on more essential items

Home seclusion puts a dent in shoe polish sales

COVID-19 has a limited impact on the competitive landscape

RECOVERY AND OPPORTUNITIES

Reopening of the country key to the recovery of polishes

Changing face of the Canadian workplace could limit demand for shoe polish

Floor polish suffering as consumers shun wooden flooring in favour of cheaper and more practical options

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2015-2020
Table 54 Sales of Polishes by Category: % Value Growth 2015-2020
Table 55 NBO Company Shares of Polishes: % Value 2016-2020
Table 56 LBN Brand Shares of Polishes: % Value 2017-2020
Table 57 Forecast Sales of Polishes by Category: Value 2020-2025
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Canada

KEY DATA FINDINGS

2020 IMPACT

Sales of candle air fresheners ignited by lockdown

Disinfectant claims boost sales of spray/aerosol air fresheners

Limit on travel puts a hole in the sales of car air fresheners

RECOVERY AND OPPORTUNITIES

Post-COVID-19 normalisation will likely put the brakes on the growth of air care

Health concerns threaten the growth of air care

E-commerce offers the potential to expand the market for air care

CATEGORY DATA

Table 59 Sales of Air Care by Category: Value 2015-2020
Table 60 Sales of Air Care by Category: % Value Growth 2015-2020
Table 61 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 62 NBO Company Shares of Air Care: % Value 2016-2020
Table 63 LBN Brand Shares of Air Care: % Value 2017-2020
Table 64 Forecast Sales of Air Care by Category: Value 2020-2025
Table 65 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Canada

KEY DATA FINDINGS

2020 IMPACT

Home insecticides suffers as consumers prioritise home cleaning products

Health concerns continue to plague home insecticides

SC Johnson & Son retains healthy lead benefiting from the larger scale of its operations

RECOVERY AND OPPORTUNITIES

Home insecticides expected to see little change in fortunes

Health concerns threaten sales

Barriers to entry likely to limit any significant change in the competitive landscape

CATEGORY DATA

Table 66 Sales of Home Insecticides by Category: Value 2015-2020
Table 67 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 68 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 69 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 70 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 71 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 72 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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