Home Care in Canada

June 2022
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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
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

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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This report originates from Passport, our Home Care research and analysis database.

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