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Rising Incomes, Evolving Product Formats and Sustainability Drive Growth in Home Care
The home care market in Poland demonstrated resilience in 2025, with 7% retail value growth, outpacing regional averages. This growth was driven by increasing demand for convenient and premium products, as well as rising ownership of washing machines among Polish households, which reached 96% in 2025. The market is expected to continue growing at a CAGR of 5% over the forecast period, driven by innovations in convenience and sustainability. To succeed, brands must focus on sustainable attributes, mood-boosting ingredients, and evolving product formats, while also adapting to changing consumer preferences and EU regulatory requirements.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Poland 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 Poland, 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 Poland 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 Poland?
- Which are the leading brands in Home Care in Poland?
- How are products distributed in Home Care in Poland?
- 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 Poland
Rising Incomes, Evolving Product Formats and Sustainability Drive Growth in Home Care
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Rising Incomes, Evolving Product Formats and Sustainability Drive Growth in Home Care
Chart 2 Magic Leaves respond to consumer demand for eco-friendly, convenient solutions
Laundry Care Leads Retail Value Sales Through Ongoing Innovation
Chart 3 Lenor Introduces “Fresh Air Effect Moonlight Lily” with Mood-Lifting Fragrance
Mood-Boosting Ingredients Drive Premiumisation
Chart 4 Value Sales of Home Care 2020-2030
Chart 5 Volume Sales of Home Care 2020-2030
Chart 6 Value Sales of Home Care by Category 2025
Chart 7 Analyst Insight for Home Care
Sustainable Innovations Are Set to Drive Growth in Polish Households
Laundry Care Is Expected to Maintain Its Lead through Premium Offerings
Environmental Regulations and Eco-Friendly Demands Will Transform Product Development
Chart 8 Forecast Value Sales of Home Care 2020-2030
Chart 9 Forecast Value Sales of Home Care by Category 2025-2030
Leading Players Maintain Strong Positions through Scale, Brand Equity and Innovation
The Narrowing Quality Gap between Private Label and Brands Intensifies Competition
Chart 10 Biedronka Expands Mr. Magic Private Label with Specialised Cleaning Range
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Discounters Drive Home Care Sales through Affordability and Quality
Retail E-Commerce Gains Traction with Eco-Friendly and Refill Packs
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real GDP Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Poland
Key Data Insights
Premium Brands Drive Growth in 2025 with a Focus on Luxury and Wellness
Chart 21 Key Industry Trends for Air Care
Premium Brands Drive Growth in 2025 with a Focus on Luxury and Wellness
Chart 22 Rituals Launches Orris Mimosa Fragrance Sticks Blending Luxury Scent and Mood Therapy
Discounters Disrupt the Market with Affordable Private Label Options
Electric and Liquid Air Fresheners Drive Growth Amid Premiumisation Trends
Chart 23 Value Sales of Air Care 2020-2030
Chart 24 Volume Sales of Air Care 2020-2030
Chart 25 Value Sales of Air Care by Category 2025
Chart 26 Analyst Insight for Air Care
Air Care Growth Is Set to Be Fuelled by Premiumisation and Affordable Options in Poland
Rising Incomes and Wellness Trends Are Set to Drive Premiumisation in Air Care
Sustainability and Private Label Products Are Expected to Drive Market Evolution
Chart 27 Forecast Value Sales of Air Care 2020-2030
Chart 28 Forecast Value Sales of Air Care by Category 2025-2030
Glade, Ambi-Pur, and Air Wick Jostle for Polish Dominance
Mood-Boosting Ingredients and Premium Launches Drive Growth in 2025
Chart 29 Zielinski & Rozen Expands Luxury Home Fragrance Collection
Chart 30 Company Shares of Air Care 2025
Chart 31 Brand Shares of Air Care 2025
Discounters Maintains Its Lead through Affordable Private Label Products
Retail E-Commerce Gains Traction with Premium Refill Packs and Gifting Items
Chart 32 Retail Channels for Air Care 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real GDP Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025
Bleach in Poland
Key Data Insights
Stable Retail Value Growth Amid Shifting Consumer Preferences and Product Innovations
Chart 40 Key Industry Trends for Bleach
Stable Retail Value Growth Amid Shifting Consumer Preferences and Product Innovations
Convenience and Safety Drive Demand for Innovative Bleach Formats
Chart 41 Value Sales of Bleach 2020-2030
Chart 42 Volume Sales of Bleach 2020-2030
Chart 43 Analyst Insight for Bleach
Bleach Is Set to Evolve Towards Safer, More User-Friendly, and Eco-Conscious Products
Private Label Is Expected to Gain Share as Consumers Prioritise Affordability
Diy?Cleaning Solutions May Challenge the Growth of Bleach in Poland
Chart 44 Forecast Value Sales of Bleach 2020-2030
Fater Spa Retains Its Lead Despite the Rise of Private Label Ranges
Evolving Product Formats Is the Focus of Competitors' Innovations
Chart 45 Domestos Launches Foam Toilet Bleach Cleaner for Convenient and Precise Application
Chart 46 Company Shares of Bleach 2025
Chart 47 Brand Shares of Bleach 2025
Grocery Retailers Lead Sales of Bleach through Competitive Pricing
Health and Beauty Specialists Gain Share with Rising Demand for Convenience and Health-Conscious Choices
Retail E-Commerce Slowly Gains Traction through Wider Product Variety and Tailored Promotions
Chart 48 Retail Channels of Bleach 2020-2025
Chart 49 Economic Context for Bleach
Chart 50 Real GDP Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Bleach
Chart 53 Population 2020-2030
Chart 54 Consumer Expenditure 2020-2030
Chart 55 Population by Generation 2025
Dishwashing in Poland
Key Data Insights
Growth for Automatic Dishwashing Is Supported by Evolving Product Formats
Chart 56 Key Industry Trends for Dishwashing
Growth for Automatic Dishwashing Is Supported by Evolving Product Formats
Chart 57 Miele Expands Powerdisk All-In-1 Auto-Dosing Format in Poland for Premium Dishwashing Experience
Private Label Gains Traction as Consumers Seek Value
The Quick Wash Trend Fuels Demand for Efficient Products
Chart 58 Value Sales of Dishwashing 2020-2030
Chart 59 Volume Sales of Dishwashing 2020-2030
Chart 60 Value Sales of Dishwashing by Category 2025
Chart 61 Analyst Insight for Dishwashing
Sustainability and Innovation Are Expected to Drive Growth across the Forecast Period
Automatic Dishwashing Is Set to Outpace Hand Dishwashing
Strategic Partnerships and Innovation Are Expected to Shape Dishwashing
Chart 62 Forecast Value Sales of Dishwashing 2020-2030
Chart 63 Forecast Value Sales of Dishwashing by Category 2025-2030
Top Dishwashing Brands Maintain Leadership through Innovation and Premium Formats
Established Leaders Face Growing Pressure as Private Label Expands
Chart 64 Company Shares of Dishwashing 2025
Chart 65 Brand Shares of Dishwashing 2025
Discounters Lead Dishwashing Sales with Competitive Pricing
Retail E-Commerce Remains Key for Premium Dishwashing Products
Chart 66 Retail Channels for Dishwashing 2020-2025
Chart 67 Economic Context for Dishwashing
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Dishwashing
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Home Insecticides in Poland
Key Data Insights
Moderate Value Growth Is Driven by Seasonal Demand and Urbanisation
Chart 73 Key Industry Trends of Home Insecticides
Moderate Value Growth Is Driven by Seasonal Demand and Urbanisation
Spray/Aerosol Insecticides Leads Volume Sales, as Consumers Prefer Instant Results
Chart 74 Vaco Launches Dual-Action Spray for Flying and Crawling Insects across Polish Retail
Urban Pest Control Drives Demand for Targeted Solutions
Chart 75 Value Sales of Home Insecticides 2020-2030
Chart 76 Volume Sales of Home Insecticides 2020-2030
Chart 77 Value Sales of Home Insecticides by Category 2025
Consumers Will Drive Demand for Eco-Friendly and Effective Solutions
Spray/Aerosol Insecticides Will Retains Its Lead Driven by Multifunctional Benefits
Innovation Is Set to Focus on Eco-Friendly and Targeted Solutions
Chart 78 Forecast Value Sales of Home Insecticides 2020-2030
Chart 79 Forecast Value Sales of Home Insecticides by Category 2025-2030
Chart 80 Analyst Insight for Home Insecticides
Sc Johnson Sp Zoo and Bros Sp Zoo Sok Maintain the Lead While Smaller Brands Expand
Players Launch Products to Support Urban Pest Control
Chart 81 Substral Launches Aerosol for Crawling Insects Tailored to Urban Polish Households
Emerging Players and Innovation Influence Home Insecticides in Poland
Chart 82 Company Shares of Home Insecticides 2025
Chart 83 Brand Shares of Home Insecticides 2025
Grocery Retailers Dominate Sales with Diverse Product Offerings
Health and Beauty Specialists Gain Share by Driving Premium Purchases
Retail E-Commerce Offers Subscription-Based Models and Direct-To-Consumer Brands
Chart 84 Retail Channels for Home Insecticides 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 Poland
Key Data Insights
Growth for Laundry Care in Poland Is Driven by Rising Incomes and Shifting Consumer Preferences
Chart 92 Key Industry Trends for Laundry Care
Growth for Laundry Care in Poland Is Driven by Rising Incomes and Shifting Consumer Preferences
Sustainability and Innovation Drive Sales in Laundry Detergents during 2025
Chart 93 Dr Beckmann Launches Magic Leaves Laundry Sheets for Convenient Dosing in Poland
Laundry Care in Poland Is Shaped by Innovation and Evolving Consumer Preferences
Chart 94 Value Sales of Laundry Care 2020-2030
Chart 95 Volume Sales of Laundry Care 2020-2030
Chart 96 Value Sales of Laundry Care by Category 2025
Growing Purchasing Power and Sustainability Trends Are Set to Drive Growth in Laundry Care
Laundry Detergents Is Set to Retain Its Lead, Driven by Eco-Friendly, Efficient Products
Innovation and Sustainability Are Set to Shape Future Business in Laundry Care
Chart 97 Forecast Value Sales of Laundry Care 2020-2030
Chart 98 Forecast Value Sales of Laundry Care by Category 2025-2030
Chart 99 Analyst Insight for Laundry Care
Henkel Polska Sp and Procter & Gamble Operations Polska Continue to Dominate with Strong Brand Portfolios
Coccolino and Dr Beckmann Respond to Consumer Demand for Convenience and Sustainability
Chart 100 Coccolino Launches Speed?Clean Gel for Quick-Cycle Laundry in Poland
The Stable Competitive Landscape Drives Innovation Opportunities
Chart 101 Company Shares of Laundry Care 2025
Chart 102 Brand Shares of Laundry Care 2025
Discounters Drive Laundry Care Sales with Appealing Promotions and Private Label Ranges
Retail E-Commerce Gains Share through Convenience and Promotions
Chart 103 Retail Channels for Laundry Care 2020-2025
Chart 104 Economic Context for Laundry Care
Chart 105 Real GDP Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Laundry Care
Chart 108 Population 2020-2030
Chart 109 Consumer Expenditure 2020-2030
Chart 110 Population by Generation 2025
Polishes in Poland
Key Data Insights
Shifting Consumer Preferences Impact the Sales of Polishes in 2025
Chart 111 Key Industry Trends for Polishes
Shifting Consumer Preferences Impact the Sales of Polishes in 2025
Furniture Polish Leads Volume Sales through Practicality and Versatility
Innovation Focuses on Multifunctional Products in Response to Consumer Demand
Chart 112 Value Sales of Polishes 2020-2030
Chart 113 Volume Sales of Polishes 2020-2030
Chart 114 Value Sales of Polishes by Category 2025
Chart 115 Analyst Insight for Polishes
Consumers Are Expected to Drive Demand for Multifunctional and Sustainable Polishes
Furniture Polish Is Set to Maintain Its Lead through Versatility and Practicality
Sustainability and Ingredient Transparency Are Expected to Rise in Importance
Chart 116 Forecast Value Sales of Polishes 2020-2030
Chart 117 Forecast Value Sales of Polishes by Category 2025-2030
Leading Brands Maintain the Lead through Innovation and Recognition
Nanobauer’S Multifunctional Universal Cleaning Polish Aligns with the Rising Trend of Multifunctionality
Chart 118 Nanobauer Introduces Multifunctional Cleaning Polish with Nanotechnology in Poland Summary
Chart 119 Company Shares of Polishes 2025
Chart 120 Brand Shares of Polishes 2025
Discounters Lead Sales of Polishes through Convenience and Value
Retail E-Commerce Emerges as the Fastest-Growing Channel Due to Convenience and Variety
Chart 121 Retail Channels for Polishes 2020-2025
Chart 122 Economic Context for Polishes
Chart 123 Real GDP Growth 2020-2030
Chart 124 Inflation 2020-2030
Chart 125 Consumer Context for Polishes
Chart 126 Population 2020-2030
Chart 127 Consumer Expenditure 2020-2030
Chart 128 Population by Generation 2025
Surface Care in Poland
Key Data Insights
Stable Value Performance Amid Economic and Consumer Shifts
Chart 129 Key Industry Trends for Surface Care
Stable Value Performance Amid Economic and Consumer Shifts
Efficient, Time-Saving Solutions Drive Growth for Multi-Purpose Cleaners
Private Label Drives Growth with Affordable, Functional Alternatives
Chart 130 Mr Magic gains share as private label offers afforable alternatives.
Chart 131 Value Sales of Surface Care 2020-2030
Chart 132 Volume Sales of Surface Care 2020-2030
Chart 133 Value Sales of Surface Care by Category 2025
Chart 134 Analyst Insight for Surface Care
Eco-Friendly Products Are Set to Drive Growth as Consumer Demand Sustainable Solutions
Multi-Purpose Cleaners Is Set To Lead Sales Despite Challenges
Affordable Innovation and Wellbeing Trends Are Set to Support Growth for Surface Care
Chart 135 Forecast Value Sales of Surface Care 2020-2030
Chart 136 Forecast Value Sales of Surface Care by Category 2025-2030
Colgate-Palmolive Polska Sp Zoo Leads, Despite Losing Share To Jeronimo Martins Polska Sa
Mood-Boosting Ingredients Fuel Premiumisation within Surface Care
Chart 137 Company Shares of Surface Care 2025
Chart 138 Brand Shares of Surface Care 2025
Discounters Drive Sales with Value Offerings and Convenient Locations
Retail E-Commerce Gains Traction through Convenience and Variety
Chart 139 Retail Channels for Surface Care 2020-2025
Chart 140 Economic Context for Surface Care
Chart 141 Real GDP Growth 2020-2030
Chart 142 Inflation 2020-2030
Chart 143 Consumer Context for Surface Care
Chart 144 Population 2020-2030
Chart 145 Consumer Expenditure 2020-2030
Chart 146 Population by Generation 2025
Toilet Care in Poland
Key Data Insights
Steady Growth for Toilet Care Is Driven by Innovation and Sustainability
Chart 147 Key Industry Trends for Toilet Care
Steady Growth for Toilet Care Is Driven by Innovation and Sustainability
Itbs Leads Sales and Value Growth through Convenience and Effectiveness
Dr. Beckmann Drives Evolving Product Formats with Dissolvable Sheets
Chart 148 Dr. Beckmann Debuts Dissolvable Toilet Cleaning Sheets for Convenient Eco-Friendly Use
Chart 149 Value Sales of Toilet Care 2020-2030
Chart 150 Volume Sales of Toilet Care 2020-2030
Chart 151 Value Sales of Toilet Care by Category 2025
Chart 152 Analyst Insight for Toilet Care
Rising Disposable Incomes and Private Label Expansion Is Set to Drive Growth
Itbs Is Set to Maintain the Largest Share with Steady Growth
Regulatory Pressures Are Set to Drive Eco-Friendly Product Development
Chart 153 Forecast Value Sales of Toilet Care 2020-2030
Chart 154 Forecast Value Sales of Toilet Care by Category 2025-2030
Leaders Retain the Top Spots through Brand Strength, Distrubution and Innovation
Private Label Strengthens Its Presence as Consumers Remain Price-Conscious
Demand for Sustainable Product Formats Creates Opportunities for Players in Toilet Care
Chart 155 Company Shares of Toilet Care 2025
Chart 156 Brand Shares of Toilet Care 2025
Discounters Drive Sales with Low Prices and Diverse Assortments
Retail E-Commerce Gains Traction among Younger Urban Consumers
Chart 157 Retail Channels for Toilet Care 2020-2025
Chart 158 Economic Context for Toilet Care
Chart 159 Real GDP Growth 2020-2030
Chart 160 Inflation 2020-2030
Chart 161 Consumer Context for Toilet Care
Chart 162 Population 2020-2030
Chart 163 Consumer Expenditure 2020-2030
Chart 164 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.
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This report originates from Passport, our Home Care research and analysis database.
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