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Local Brands Drive Sales with Versatile and Health-Focused Products
Myanmar's home care market experienced a severe retail volume contraction in 2025, driven by economic instability. Despite this challenging environment, the market remains attractive due to its essential nature and the growing demand for affordable products, with retail sales forecast to increase at a CAGR of 12% to MMK2.486747 trillion by 2030. Local brands have maintained their lead by leveraging resilient local supply chains and competitive pricing, with Europe & Asia Commercial Co Ltd holding a 32% market share. To succeed, brands should focus on multifunctionality, health and wellness, and mood-boosting ingredients, while adapting to changing consumer behaviours and prioritising value-for-money products.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Myanmar 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 Myanmar, 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 Myanmar 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 Myanmar?
- Which are the leading brands in Home Care in Myanmar?
- How are products distributed in Home Care in Myanmar?
- 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 Myanmar
Local Brands Drive Sales with Versatile and Health-Focused Products
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Local Brands Drive Sales with Versatile and Health-Focused Products
Chart 2 Cleanlux revamps dual-purpose liquid that serves as both laundry detergent and dishwashing liquid
Cleanlux and Gentle Gen Innovate with Multi-Benefit Products
Economic Challenges Reshape Consumer Behaviour and Market Dynamics
Chart 3 Value Sales 2020-2030
Chart 4 Volume Sales 2020-2030
Chart 5 Value Sales by Category 2025
Local Brands to Maintain Dominance with Affordable Essentials
Fastest Growth Expected in Dishwashing and Toilet Care
Multifunctionality and Health Trends to Shape Industry Dynamics
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Leading Local Brands Maintain Dominance through Affordability
Emerging Local Brands Drive Innovation and Growth
Chart 8 Analyst Insight for Home Care
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Small Grocery Retailers Drive Sales through Convenience and Affordability
Retail E-Commerce Gains Traction with Convenience and Hygiene Awareness
Traditional Channels Maintain Presence Despite E-Commerce Growth
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Home Care
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Home Care
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Air Care in Myanmar
Key Data Insights
Local Brands Thrive as Imports Decline Due to Regulations
Chart 19 Key Industry Trends for Air Care
Local Brands Thrive as Imports Decline Due to Regulations
Spray/Aerosol Air Fresheners Lead Sales, Driven by Innovation
Chart 20 Hope Scent Solutions Introduces Premium Air Fresheners with Twelve Different Scents
Mood-Boosting Ingredients Drive Innovation and Sales
Chart 21 Doe Yoe Yar Myay Launches Reed Diffusers Inspired by Landscapes and Festive Memories
Chart 22 Value Sales 2020-2030
Chart 23 Volume Sales 2020-2030
Chart 24 Value Sales by Category 2025
Local Brands Dominate with Competitive Pricing and Innovation
Spray/Aerosol Air Fresheners Remain the Largest, and Electric Air Fresheners Gain Traction
Natural Ingredients and Format Innovation Drive Future Growth
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Sc Johnson & Son Inc Maintains Lead Despite Share Decline
Local Innovation and Competitive Pricing Drive Market Dynamics
Chart 27 King's Stella Launches a Range of Chemical-Free Air Fresheners
Chart 28 Analyst Insight for Air Care
Chart 29 Company Shares 2025
Chart 30 Brand Shares 2025
Small Local Grocers Lead Air Care Sales through Convenience
Retail E-Commerce Gains Traction in Air Care Sales
Chart 31 Retail Channels 2020-2025
Chart 32 Economic Context for Air Care
Chart 33 Real Gdp Growth 2020-2030
Chart 34 Inflation 2020-2030
Chart 35 Consumer Context for Air Care
Chart 36 Population 2020-2030
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025
Bleach in Myanmar
Key Data Insights
Haiter Drives Growth with Mood-Boosting Bleach Innovation
Chart 39 Key Industry Trends for Bleach
Haiter Drives Growth with Mood-Boosting Bleach Innovation
Mood-Boosting Ingredients Drive Premiumisation and Innovation
Chart 40 Haiter Launches New Pink Bleach with Fragrance
Chart 41 Value Sales 2020-2030
Chart 42 Volume Sales 2020-2030
Local Manufacturers Drive Growth with Affordable Options
Multifunctional Products to Gain Popularity
Chart 43 Forecast Value Sales 2020-2030
Clorox and Goodmaid Chemicals Dominate Bleach Sales in Myanmar
Local Manufacturers Capitalise on Affordability and Supply Chain Resilience
Chart 44 Analyst Insight for Bleach
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Traditional Trade Channels Remain Dominant for Bleach Purchases
Retail E-Commerce Grows Slowly Due to Product Characteristics
Chart 47 Retail Channels 2020-2025
Chart 48 Economic Context for Bleach
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Bleach
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Dishwashing in Myanmar
Key Data Insights
Local Brands Drive Sales as Consumers Prioritise Affordability
Chart 55 Key Industry Trends for Dishwashing
Local Brands Drive Sales as Consumers Prioritise Affordability
Hand Dishwashing Remains Dominant as Automatic Dishwashing Lags
Chart 56 Sapindus Launches Eco-Friendly Dish Soaps with Natural Extracts for Safer Cleaning
Health-Conscious Trends and Direct-To-Consumer Models Shape Dishwashing
Chart 57 Value Sales 2020-2030
Chart 58 Volume Sales 2020-2030
Chart 59 Value Sales by Category 2025
Local Brands to Maintain Dominance with Affordable Products
Hand Dishwashing Remains Dominant as Automatic Dishwashing Lags
Health-Conscious Trends and Direct-To-Consumer Models Shape the Future
Chart 60 Liby's New Dishwashing Liquid Washes Both Dishes and Produce with Antibacterial, Food Safe Formula
Chart 61 Forecast Value Sales 2020-2030
Chart 62 Forecast Value Sales by Category 2025-2030
Local Brands Maintain Lead through Competitive Pricing and Distribution
Chart 63 Analyst Insight for Dishwashing
Chart 64 Company Shares 2025
Chart 65 Brand Shares 2025
General Trade Maintains Lead through Widespread Availability
Retail E-Commerce Gains Traction with Changing Consumer Behaviour
Emerging Trends Shape Retail Environment through Innovation
Chart 66 Retail Channels 2020-2025
Chart 67 Economic Context for Dishwashing
Chart 68 Real Gdp Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Dishwashing
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025
Home Insecticides in Myanmar
Key Data Insights
Natural Formulations Drive Sales Growth among Health-Conscious Consumers
Chart 74 Key Industry Trends for Home Insecticides
Natural Formulations Drive Sales Growth among Health-Conscious Consumers
Chart 75 Consumers Are Choosing Safe, Natural, and Plant-Based Insecticides over Chemical Options
Insecticide Coils Remain the Largest Subcategory Due to Affordability
Electric Insecticides See Dynamic Growth Driven by Premiumisation
Chart 76 Value Sales 2020-2030
Chart 77 Volume Sales 2020-2030
Chart 78 Value Sales by Category 2025
Local Brands Drive Growth with Affordable and Natural Options
Insecticide Coils Remain Largest Due to Affordability and Familiarity
Electric Insecticides Lead Growth with Premium and Natural Offerings
Chart 79 Forecast Value Sales 2020-2030
Chart 80 Forecast Value Sales by Category 2025-2030
Fumakilla and Reckitt Benckiser Lead with Diversified Portfolios
Innovative Launches and Local Players Drive Market Growth
Chart 81 Analyst Insight for Home Insecticides
Chart 82 Company Shares 2025
Chart 83 Brand Shares 2025
Small Local Grocers Dominate Sales with Widespread Presence
Retail E-Commerce Grows Rapidly with Urban Consumer Adoption
Traditional Retail Remains Dominant Despite E-Commerce Growth
Chart 84 Retail Channels 2020-2025
Chart 85 Economic Context for Home Insecticides
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Home Insecticides
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Laundry Care in Myanmar
Key Data Insights
Budget-Friendly Multifunctionality Drives Sales Growth
Chart 92 Key Industry Trends for Laundry Care
Budget-Friendly Multifunctionality Drives Sales Growth
Local Brands Innovate with Multifunctional Products and Dtc Models
Chart 93 Fuji Introduced All-in-one Liquid Detergent with Fabric Softener and Stain Remover Technology
Mood-Boosting Ingredients and Health-Conscious Formulations Gain Traction
Chart 94 King's Stella Launched Magic Wash with Odour Removal and Refreshing Scent
Chart 95 Value Sales 2020-2030
Chart 96 Volume Sales 2020-2030
Chart 97 Value Sales by Category 2025
Consumers Prioritise Value and Multifunctionality Amid Economic Pressures
Laundry Detergents Maintain Dominance as Multifunctional Products Gain Traction
Multifunctionality and Health-Conscious Formulations to Shape Future Sales
Chart 98 Excel Care, a New Local Brand in Myanmar is Embracing a Direct-to-Consumer Model via Facebook
Chart 99 Forecast Value Sales 2020-2030
Chart 100 Forecast Value Sales by Category 2025-2030
Dominant Local Brands Maintain Lead through Distribution and Affordability
Multifunctionality and Health-Conscious Formulations Drive Future Growth
Chart 101 Analyst Insight for Laundry Care
Chart 102 Company Shares 2025
Chart 103 Brand Shares 2025
Small Grocery Retailers Lead Laundry Care Distribution
Retail E-Commerce Gains Traction with Urban Consumers
No New Retail Brands or Concepts Emerge in 2026
Chart 104 Retail Channels 2020-2025
Chart 105 Economic Context for Laundry Care
Chart 106 Real Gdp Growth 2020-2030
Chart 107 Inflation 2020-2030
Chart 108 Consumer Context for Laundry Care
Chart 109 Population 2020-2030
Chart 110 Consumer Expenditure 2020-2030
Chart 111 Population by Generation 2025
Polishes in Myanmar
Key Data Insights
Maelizz Drives Growth with Innovative Shoe Care Solutions
Chart 112 Key Industry Trends for Polishes
Maelizz Drives Growth with Innovative Shoe Care Solutions
Shoe Polish Remains Dominant, Driven by Professional Demand
Format Innovation Rejuvenates Category with Multifunctional Products
Chart 113 Maelizz Introduces New Shoe Dry Cleaning and Polish Spray
Chart 114 Value Sales 2020-2030
Chart 115 Volume Sales 2020-2030
Chart 116 Value Sales by Category 2025
Consumers Prioritise Affordability and Convenience
Shoe Polish Maintains Dominance, While Metal Polish Grows Fastest
Local Brands Capitalise on Consumer Preference for Affordability
Chart 117 Forecast Value Sales 2020-2030
Chart 118 Forecast Value Sales by Category 2025-2030
Sc Johnson & Son Inc Maintains Its Lead through Premium Offerings
Local Brands Gain Ground on Affordability and Innovation
Chart 119 Analyst Insight for Polishes
Chart 120 Company Shares 2025
Chart 121 Brand Shares 2025
Supermarkets Dominate Polish Sales with Convenience and Quality
Retail E-Commerce Grows Steadily with Promotions and Fast Delivery
Modern Trade Channels Maintain Dominance with Quality and Convenience
Chart 122 Retail Channels 2020-2025
Chart 123 Economic Context for Polishes
Chart 124 Real Gdp Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Polishes
Chart 127 Population 2020-2030
Chart 128 Consumer Expenditure 2020-2030
Chart 129 Population by Generation 2025
Surface Care in Myanmar
Key Data Insights
Strong Growth Driven by Post-Pandemic Hygiene Habits and Product Innovation
Chart 130 Key Industry Trends for Surface Care
Strong Growth Driven by Post-Pandemic Hygiene Habits and Product Innovation
Multi-Purpose Cleaners Dominate Sales with Convenience and Versatility
Chart 131 A+ Shine launches Multi-Purpose Foam Cleaner Spray for Convenient Surface Cleaning
Health and Wellness Trend Drives Innovation and Consumer Preference
Chart 132 Lamoon launches Organic Playmat Cleanser for Safe and Natural Floor Cleaning
Chart 133 Value Sales 2020-2030
Chart 134 Volume Sales 2020-2030
Chart 135 Value Sales by Category 2025
Local Brands Gain Traction with Competitive Pricing
Multi-Purpose Cleaners to Remain the Largest Subcategory
Fastest Growth Driven by the Health and Wellness Trend
Chart 136 Forecast Value Sales 2020-2030
Chart 137 Forecast Value Sales by Category 2025-2030
Local Players Dominate with Competitive Pricing and Broad Distribution
Opportunities Arise From Health and Wellness Trends and Changing Consumer Behaviour
Chart 138 Analyst Insight for Surface Care
Chart 139 Company Shares 2025
Chart 140 Brand Shares 2025
Small Grocery Retailers Drive Sales with Widespread Accessibility
Retail E-Commerce Gains Traction with Changing Consumer Behaviour
Chart 141 Retail Channels 2020-2025
Chart 142 Economic Context for Surface Care
Chart 143 Real Gdp Growth 2020-2030
Chart 144 Inflation 2020-2030
Chart 145 Consumer Context for Surface Care
Chart 146 Population 2020-2030
Chart 147 Consumer Expenditure 2020-2030
Chart 148 Population by Generation 2025
Toilet Care in Myanmar
Key Data Insights
Fragrance-Led Innovation Drives Toilet Care Sales
Chart 149 Key Industry Trends for Toilet Care
Fragrance-Led Innovation Drives Toilet Care Sales
Chart 150 Mr Clean Launches Toilet Cleaner with Floral Extracts
Toilet Liquids/Foam Dominate Sales, Driven by Consumer Preference
Evolving Product Formats Drive Growth and Competition
Chart 151 S.C. Johnson Introduces a Toilet Deodorising and Cleaning Gel
Chart 152 Value Sales 2020-2030
Chart 153 Volume Sales 2020-2030
Chart 154 Value Sales by Category 2025
Urbanisation and Rising Incomes Drive Toilet Care Growth
In-Cistern Devices and Toilet Liquids/Foam Lead Growth
Convenience and Hygiene Drive Innovation and Competition
Chart 155 Forecast Value Sales 2020-2030
Chart 156 Forecast Value Sales by Category 2025-2030
S.C. Johnson and Europe & Asia Commercial Co Ltd Dominate Toilet Care Sales
Local Brands and Innovation Drive Competition in Toilet Care
Chart 157 Analyst Insight for Toilet Care
Chart 158 Company Shares 2025
Chart 159 Brand Shares 2025
Small Grocers Lead Offline Sales with Convenience
Retail E-Commerce Gains Traction with Innovative Products
Chart 160 Retail Channels 2020-2025
Chart 161 Economic Context for Toilet Care
Chart 162 Real Gdp Growth 2020-2030
Chart 163 Inflation 2020-2030
Chart 164 Consumer Context for Toilet Care
Chart 165 Population 2020-2030
Chart 166 Consumer Expenditure 2020-2030
Chart 167 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- 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)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- 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.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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