Home Care in Canada

Home Care in Canada

EXECUTIVE SUMMARY

Home care records modest growth as Canada sees a rise in urbanisation, with consumers demanding quick, convenient cleaning solutions

Innovative products, eco-friendly demands and a preference for premium items with added-value shapes the home care landscape in 2019

No change at the top, as lead competitors focus on bringing eco-friendly innovations to the landscape

Product innovations focus on environmentally friendly packaging, new scents and pleasing fragrances

The forecast period is set to see a growth in natural ingredients and eco-friendly innovations, and a rise in convenient products with appealing fragrances

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Laundry Care in Canada

HEADLINES

PROSPECTS

Sustainable laundry care boosts growth in the landscape, appealing to the rise of eco-friendly consumers

Convenience, multifunctional qualities and innovative scents drive sales in 2019

Demand for laundry detergents is set to slow down over the forecast period

COMPETITIVE LANDSCAPE

Procter & Gamble retains its lead of the landscape, focusing on bringing innovation to shelves

Henkel retains its third-place position, having success switching its consumers from liquid, to tablet offerings

Diminishing brand loyalty is good news for private labels, but a challenge for major players to overcome

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Dishwashing in Canada

HEADLINES

PROSPECTS

The demand for convenience boosts sales of automatic dishwashing tablets, driving growth in the dishwashing landscape

Sales of dishwashing products impacted as Canadians eat out at least once a week

Large packs are high in demand as consumers benefit from economy price points

COMPETITIVE LANDSCAPE

Reckitt Benckiser strengthens its lead over Procter & Gamble Co, continuing to come out top in dishwashing in 2019

Procter & Gamble retains its second-place positioning, targeting millennials and launching a new range of eco-friendly products

Large multinationals appeal to eco-friendly consumers by increasing their green credentials

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2014-2019
Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Surface Care in Canada

HEADLINES

PROSPECTS

An increase in urbanisation drives sales of surface care, as apartment dwellers purchase new products to clean their homes

Convenience drives sales, with multi-purpose cleaners and all-purpose wipes driving value sales, as mass consumers preference convenience to eco-friendly alternatives

Players offer innovative scents to encourage growth and differentiate themselves from other players

COMPETITIVE LANDSCAPE

Procter & Gamble Co retains its lead in the landscape, offering popular established brands, and evolving its presence in e-commerce

Players focus on their eco-friendly goals, to remain competitive in the landscape, and increase their value shares

Private label remains an ongoing threat for larger players, attracting cost-conscious consumers with their focus on lower price points

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2014-2019
Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Surface Care: % Value 2015-2019
Table 38 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 41 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Bleach in Canada

HEADLINES

PROSPECTS

Consumers concerns around the chemicals in bleach lower the demand for the product

Product innovation results in an increase of items including bleach, reducing the need to buy bleach separately

Players respond to health awareness and eco-friendly concerns, launching new bleach innovations for Canadian consumers

COMPETITIVE LANDSCAPE

Clorox strengths its leadership in 2019, benefiting from a strong reputation, and constant innovation

Private label has an established presence in bleach, however, share continues to decline

E-commerce sales of bleach remain low, due to the difficulty of shipping bleach, and the convenience of local supermarkets and hypermarkets

CATEGORY DATA

Table 43 Sales of Bleach: Value 2014-2019
Table 44 Sales of Bleach: % Value Growth 2014-2019
Table 45 NBO Company Shares of Bleach: % Value 2015-2019
Table 46 LBN Brand Shares of Bleach: % Value 2016-2019
Table 47 Forecast Sales of Bleach: Value 2019-2024
Table 48 Forecast Sales of Bleach: % Value Growth 2019-2024

Toilet Care in Canada

HEADLINES

PROSPECTS

Rim blocks continue to record strong value growth, benefiting from being convenient, out of sight, and hygienic, leaving a mild fragrance as it cleans

Population growth in Canada benefits the growth of the toilet care landscape

The popularity of substitute items results in an ongoing decline for toilet cleaning systems

COMPETITIVE LANDSCAPE

SC Johnson & Son Ltd retains its lead, launching reduced plastic packaging and product refills in toilet cleaner Scrubbing Bubbles

Lysol retains a strong place in the landscape, having revamped its packaging to appeal to younger consumers

Private label is yet to have an established presence in toilet care, as leading players dominate the landscape

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2014-2019
Table 50 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 51 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 52 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 53 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Polishes in Canada

HEADLINES

PROSPECTS

The trend for vinyl flooring negatively impacts floor polish, as consumers prefer vinyl for its easy upkeep

The rise in professional employment aids demand for shoe polish, however, an increased interest in athleisure footwear is set to dampen sales

Renovations increase the demand for metal and furniture polish as consumers aim to increase the appeal of their homes

COMPETITIVE LANDSCAPE

SC Johnson & Son dominates, offering the three most popular products; Kiwi, Pledge and Tana

The metal polish landscape is small, however, new entries could shake up the competition

Kiwi dominates shoe polish, however, Canada’s Moneysworth & Best is slowing gaining popularity

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2014-2019
Table 56 Sales of Polishes by Category: % Value Growth 2014-2019
Table 57 NBO Company Shares of Polishes: % Value 2015-2019
Table 58 LBN Brand Shares of Polishes: % Value 2016-2019
Table 59 Forecast Sales of Polishes by Category: Value 2019-2024
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Air Care in Canada

HEADLINES

PROSPECTS

Convenience and ease of use results in high value share for electric air fresheners

Candle air fresheners benefit from offering a dual purpose, as forecast period sales are set to be driven by the minimalism trend

Ride-sharing is set to boost growth for car air fresheners, as drivers want to ensure a pleasant environment for customers

COMPETITIVE LANDSCAPE

SC Johnson & Son and Reckitt Benckiser Canada Inc share the lead, as Reckitt Benckiser focusing on product innovations

Limited Brands Canada leads candle air fresheners, offering innovative products throughout the year, including limited edition seasonal goods

Essential oils is a rising trend that could disrupt the landscape, and bring competition to candle air fresheners

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2014-2019
Table 62 Sales of Air Care by Category: % Value Growth 2014-2019
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 64 NBO Company Shares of Air Care: % Value 2015-2019
Table 65 LBN Brand Shares of Air Care: % Value 2016-2019
Table 66 Forecast Sales of Air Care by Category: Value 2019-2024
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Home Insecticides in Canada

HEADLINES

PROSPECTS

Increasing urbanisation impacts the rise of bedbugs, boosting sales for spray/aerosol insecticides

Population growth in cities lowers sales, whereas increasing suburban growth favours purchases of insecticides

Toxicity levels and concerns about chemicals in households challenges growth for insecticides over the forecast period

COMPETITIVE LANDSCAPE

SC Johnson & Son Inc remains the clear leader, offering Raid and Off! which benefit from established reputations

As insecticides is a strictly regulated landscape, private label lines struggle to comply with the required technical research and product development

With larger and more pervasive pest issues in the home, consumers may turn to professional pest control players over the forecast period

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2014-2019
Table 69 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 71 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 72 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 73 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

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