Executive Summary

Feb 2019
Home care continues to record steady growth

Home care in Poland continued to record steady growth in 2018. New product development generally drove sales in most categories.

Ecological awareness drives consumers towards more natural products

Poles are becoming more aware of the importance of environmentally-friendly products, with these also considered better for human health. As part of the wider ecological trend, more natural home care products are enjoying stronger demand, for example those containing plant extracts or natural oils.

Large international producers dominate sales

Large multinationals continued to dominate home care sales in Poland in 2018. With extensive product portfolios and the resources to invest in new product development, these manufacturers are able to offer innovative products at competitive prices.

New product development focuses on natural ingredients and new scents

New launches in 2018 largely entailed improvements to product formulas, with there being a shift towards more natural ingredients as well as new scents. New scents included fragrances associated with specific experiences, for example a walk on a Caribbean beach.

Home care expected to record further positive growth over the forecast period

Home care is expected to record further positive growth over the forecast period. Polish consumers are becoming increasingly interested in cleaner surroundings and are paying more attention to the care of various surfaces.

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Home Care in Poland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Poland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in Poland, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Poland for free:

The Home Care in Poland market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Care in Poland?
  • What are the major brands in Poland?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in Poland?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Home Care in Poland

EXECUTIVE SUMMARY

Home care continues to record steady growth
Ecological awareness drives consumers towards more natural products
Large international producers dominate sales
New product development focuses on natural ingredients and new scents
Home care expected to record further positive growth over the forecast period

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Poland

HEADLINES

PROSPECTS

New fragrances attract consumers
Liquid air fresheners the best performing category
Other air care offers a widening product range

COMPETITIVE LANDSCAPE

SC Johnson remains the leading player
Jeronimo Martins further develops its Aril private label air care range
Rossmann performs well in spray/aerosol air fresheners

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Poland

HEADLINES

PROSPECTS

Bleach suffering from being perceived as harmful to health
Alternative products grow in popularity
Current product range extended with new fragrances

COMPETITIVE LANDSCAPE

Procter & Gamble remains the leading player
International producers lead local players
Carrefour bleach the best performer in 2018

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Poland

HEADLINES

PROSPECTS

Flourishing housing market helps to drive sales
Growing penetration of dishwashers positively impacts sales of tablets
More ecological products are launched

COMPETITIVE LANDSCAPE

Grupa Inco remains the leading player in dishwashing
Private label attracting more consumer attention
New players enter the category

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Poland

HEADLINES

PROSPECTS

Electric insecticides remain the most popular
Warmer weather positively impacts sales
Ecological products attracting more attention

COMPETITIVE LANDSCAPE

SC Johnson remains the leading player
Bros continues to gain share
New players enter the category

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Poland

HEADLINES

PROSPECTS

New product development drives sales
Increasing presence of concentrated products
Premiumisation continues across laundry care

COMPETITIVE LANDSCAPE

Procter & Gamble remains the leading player
Jeronimo Martins’ private label one of the best performers
New brands emerge in scent boosters

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Poland

HEADLINES

PROSPECTS

New product developments drive sales
Metal polish the fastest growing category
New formats in shoe polish

COMPETITIVE LANDSCAPE

SC Johnson remains the leading player
Jeronimo Martins by far the best performer in 2018
Local player Grupa Inco continues to gain ground

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Poland

HEADLINES

PROSPECTS

Impregnated wet wipes continue to boost sales
Home care disinfectants staging a comeback
Products with added value attract more interest

COMPETITIVE LANDSCAPE

Colgate-Palmolive remains the leading player
New products attract consumer attention
Biedronka private label from Jeronimo Martins one of the best performers

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Poland

HEADLINES

PROSPECTS

Growth driven by stronger hygiene requirements
Rim blocks the fastest growing category
New product developments attract consumers

COMPETITIVE LANDSCAPE

Henkel remains the leading player
Local players achieve steady growth
Strong growth for private label

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023