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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Canada 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 Canada, 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 Canada 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 Canada?
- Which are the leading brands in Home Care in Canada?
- How are products distributed in Home Care in Canada?
- 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 Canada
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2019-2026
Chart 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Air Care in Canada
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers spending more time at home continued to benefit air care in 2021
Leading air care companies lose share to Bath & Body Works
Environmental concerns see declining demand for spray/aerosol air fresheners
PROSPECTS AND OPPORTUNITIES
Smart electric fresheners disrupt the air care category
Concerns over sprays and chemicals will push innovation towards sustainable ingredients
E-commerce offers the potential to expand the market for air care
CATEGORY DATA
Table 11 Sales of Air Care by Category: Value 2016-2021
Table 12 Sales of Air Care by Category: % Value Growth 2016-2021
Table 13 Sales of Air Care by Fragrance: Value Ranking 2019-2021
Table 14 NBO Company Shares of Air Care: % Value 2017-2021
Table 15 LBN Brand Shares of Air Care: % Value 2018-2021
Table 16 Forecast Sales of Air Care by Category: Value 2021-2026
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
Bleach in Canada
KEY DATA FINDINGS
2021 DEVELOPMENTS
Retail value sales decline but remain above 2019 levels
Despite the decline in sales, Clorox continues to dominate the category
E-commerce sees increased bleach sales as retailers continue to develop their online offerings
PROSPECTS AND OPPORTUNITIES
Bleach demand to decrease during the forecast period as consumers prefer safer and more convenient home care products
Environmental and health concerns potential barriers to future growth
Eco-friendly claims could prove beneficial in gaining share
CATEGORY DATA
Table 18 Sales of Bleach: Value 2016-2021
Table 19 Sales of Bleach: % Value Growth 2016-2021
Table 20 NBO Company Shares of Bleach: % Value 2017-2021
Table 21 LBN Brand Shares of Bleach: % Value 2018-2021
Table 22 Forecast Sales of Bleach: Value 2021-2026
Table 23 Forecast Sales of Bleach: % Value Growth 2021-2026
Dishwashing in Canada
KEY DATA FINDINGS
2021 DEVELOPMENTS
Use of dishwashing products normalises in 2021 as consumers return to the workplace and eat out more
Hand dishwashing declines as dishwashing tablets continue to gain share
Finish regains value share lost during 2020 as products become widely available again
PROSPECTS AND OPPORTUNITIES
Return to pre-COVID-19 lifestyle set to reduce demand for dishwashing products
Sustainable products to rise amongst environmental concerns
Growing dishwasher possession rate will support sales of automatic dishwashing tablets and liquids over the forecast period
CATEGORY INDICATORS
Table 24 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 25 Sales of Dishwashing by Category: Value 2016-2021
Table 26 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 27 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 28 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 29 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
Home Insecticides in Canada
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home insecticides maintain value sales driven by price increases and home renovation
Health concerns continue to plague home insecticides
SC Johnson & Son retains healthy lead with Raid and Off!
PROSPECTS AND OPPORTUNITIES
Home insecticides expected to decline in the forecast period
Barriers to entry likely to limit any significant change in the competitive landscape
Health concerns threaten home insecticides performance
CATEGORY DATA
Table 31 Sales of Home Insecticides by Category: Value 2016-2021
Table 32 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 34 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 35 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 36 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
Laundry Care in Canada
KEY DATA FINDINGS
2021 DEVELOPMENTS
Price increases drive value growth
Tablet detergents become a preferred format to consumers among e-commerce growth, while powder detergents continues to decline
Procter & Gamble extends its dominance thanks to the wide variety of products it offers in laundry care
PROSPECTS AND OPPORTUNITIES
Scent boosters set to grow as consumers see value in added fragrances
Sustainable brands to regain importance in the forecast period
Private label set to grow as price increases will pressure consumers to opt for lower-cost alternatives
CATEGORY INDICATORS
Table 38 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 39 Sales of Laundry Care by Category: Value 2016-2021
Table 40 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 41 Sales of Laundry Aids by Category: Value 2016-2021
Table 42 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 43 Sales of Laundry Detergents by Category: Value 2016-2021
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 45 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 46 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 47 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 48 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 49 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 51 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
Polishes in Canada
KEY DATA FINDINGS
2021 DEVELOPMENTS
Reopening of the country supports the recovery of polishes
Kiwi shoe polish brand sees growing competition from Moneysworth & Best
Limited innovation dampens consumer interest in the product area
PROSPECTS AND OPPORTUNITIES
Changing face of the Canadian workplace could limit demand for shoe polish
Furniture polish set to continue declining as furniture materials change
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 2016-2021
Table 54 Sales of Polishes by Category: % Value Growth 2016-2021
Table 55 NBO Company Shares of Polishes: % Value 2017-2021
Table 56 LBN Brand Shares of Polishes: % Value 2018-2021
Table 57 Forecast Sales of Polishes by Category: Value 2021-2026
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
Surface Care in Canada
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales of surface care products fall in 2021 as COVID-19 induced anxiety subsides
Vim’s concentrated refillable product eliminates the need for single-use plastic
Impregnated wipes suffer as COVID-19 transmission knowledge widens
PROSPECTS AND OPPORTUNITIES
Multi-purpose cleaners to gain popularity as consumers look for more convenience
Green issues to become a major concern in surface care in the forecast period
Wipes efficacy and sustainability claims to present opportunities for Canada’s environmentally aware consumers
CATEGORY DATA
Table 59 Sales of Surface Care by Category: Value 2016-2021
Table 60 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 63 NBO Company Shares of Surface Care: % Value 2017-2021
Table 64 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 67 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
Toilet Care in Canada
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales of toilet care products stabilise in 2021
Efficacy, fragrance and convenience key considerations as toilet care grows
Toilet care sees growth limited by maturity
PROSPECTS AND OPPORTUNITIES
Convenience and green credentials a key selling point for toilet care
Bidets and smart toilets offer opportunities for specialised cleaning solutions
Volume sales expected to decline in the forecast period as consumers opt for multi-purpose cleaners
CATEGORY DATA
Table 69 Sales of Toilet Care by Category: Value 2016-2021
Table 70 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 71 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 72 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 73 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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