Home care saw a positive performance in 2018, recording a slight increase in sales when compared with 2017. This performance is explained by a better economic context, but above all retailers’ and international manufacturers’ dynamism.
Promotional activity remains an important part of manufacturers’ and retailers’ sales strategies. Nonetheless, in 2018, changes were apparent, with a decline in the number of campaigns offering substantial discounts of 50-60%.
Spanish retailer Mercadona announced its internationalisation strategy in 2016, opening stores in Portugal. From the initial number of four stores, it is now confirmed that the retailer will open between nine and 10 stores in the North of Portugal in 2019.
Manufacturers continue to encounter difficulties in reducing promotional activity levels without affecting their shares. In 2018, the market saw a high degree of dynamism, owing to manufacturers’ investment in innovation across different product lines, as they searched for additional sources of revenue.
With expected rises in household incomes rise, and international players increasing presence in the market, home care is set to record growth over the forecast period. The opportunities to reach new consumers in several categories of home care is likely to support manufacturers’ new launches, as they search for additional business.
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This industry report originates from Passport, our Home Care market research database.