Home Care in Singapore
Home care in 2022: The big picture
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Air Care in Singapore
Gel air fresheners continues to drive growth due to price and convenience
Reduction in home seclusion slows decline of car air fresheners
Procter & Gamble takes the lead in air care despite strong competition
Cross-category products to drive further innovation
Organic fragrances to enhance the role of scent in consumers’ lives
Accelerating volume decline for car air fresheners
Table 11 Sales of Air Care by Category: Value 2017-2022
Table 12 Sales of Air Care by Category: % Value Growth 2017-2022
Table 13 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 14 NBO Company Shares of Air Care: % Value 2018-2022
Table 15 LBN Brand Shares of Air Care: % Value 2019-2022
Table 16 Forecast Sales of Air Care by Category: Value 2022-2027
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
Bleach in Singapore
Home recovery from COVID-19 drives a return to growth in bleach
Antibacterial labelling remains one of the few ways for brands to differentiate
Private label lines continue to lead due to price-conscious consumer behaviour
Sales of bleach expected to turn to decline due to its poor perception
Unit prices to fall amidst inflationary pressure
E-commerce value to increase slightly along with bulk purchasing
Table 18 Sales of Bleach: Value 2017-2022
Table 19 Sales of Bleach: % Value Growth 2017-2022
Table 20 NBO Company Shares of Bleach: % Value 2018-2022
Table 21 LBN Brand Shares of Bleach: % Value 2019-2022
Table 22 Forecast Sales of Bleach: Value 2022-2027
Table 23 Forecast Sales of Bleach: % Value Growth 2022-2027
Dishwashing in Singapore
Growth in dishwashing limited, as the new normal leads to less frequent dishwashing
Hand dishwashing continues to be preferred by Singaporeans
Lion Corp maintains its lead in dishwashing
Natural formulations will gain significant traction amongst local consumers
Automatic dishwashing set to rise as dishwasher penetration increases in Singapore
Table 24 Household Possession of Dishwashers 2017-2022
Table 25 Sales of Dishwashing by Category: Value 2017-2022
Table 26 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 27 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 28 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 29 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
Home Insecticides in Singapore
Only slow growth for home insecticides as government initiatives limit dengue cases
Multifunctional products stand out amongst new products in home insecticides
Baygon and Shieldtox continue to dominate
Spray/aerosol format will continue to see the highest growth as consumers seek multi-insect solutions
Safe use important to consumers
Organic solutions could reduce consumers’ safety concerns
Table 31 Sales of Home Insecticides by Category: Value 2017-2022
Table 32 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 34 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 35 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 36 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
Laundry Care in Singapore
Liquid tablet detergents remains the fastest growing category
Antibacterial becomes an essential feature in detergents
Multifunctional products offer greater convenience and savings to consumers
Concentrated powder detergents will continue to face a steep decline in sales
Inflation surge will drive uneven shifts in laundry care purchasing behaviour
Eco-friendliness key in laundry care amidst inflated prices and consumers’ reduced washing frequency
Table 38 Household Possession of Washing Machines 2017-2022
Table 39 Sales of Laundry Care by Category: Value 2017-2022
Table 40 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 41 Sales of Laundry Aids by Category: Value 2017-2022
Table 42 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 43 Sales of Laundry Detergents by Category: Value 2017-2022
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 46 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 47 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 48 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 49 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 51 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
Polishes in Singapore
Nationwide return to offices and schools prompts growth for shoe polish
Kiwi remains the most popular brand in polishes
Volume sales of furniture polish decline further, with relaxation of restrictions on social activities
Furniture polish will continue declining due to limited consumer education
Shoe polish is mostly used by older generations and male consumers
Unit price movements will vary over the course of the forecast period
Table 53 Sales of Polishes by Category: Value 2017-2022
Table 54 Sales of Polishes by Category: % Value Growth 2017-2022
Table 55 NBO Company Shares of Polishes: % Value 2018-2022
Table 56 LBN Brand Shares of Polishes: % Value 2019-2022
Table 57 Forecast Sales of Polishes by Category: Value 2022-2027
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
Surface Care in Singapore
Active promotions drive growth in surface care despite reduced frequency of cleaning
Multipurpose cleaners and floor cleaners continue to be preferred
Home care disinfectants sees demand wane
Manufacturers encourage stockpiling in view of anticipated increases in unit prices
Eco-friendly products will gain more interest, taking over from the antibacterial trend
Product concentration faces limitations due to government guidelines
Table 59 Sales of Surface Care by Category: Value 2017-2022
Table 60 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 63 NBO Company Shares of Surface Care: % Value 2018-2022
Table 64 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 67 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
Toilet Care in Singapore
Relaxation of social restrictions limits volume growth for toilet care in 2022
Affordability is prioritised across toilet care categories
Toilet liquids/foam remains the most popular format in toilet care
Flexible working arrangements will sustain slow but positive growth
Scent is key to selling rim blocks and rim liquids
Toilet care products a common purchase via retail e-commerce
Table 69 Sales of Toilet Care by Category: Value 2017-2022
Table 70 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 71 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 72 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 73 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027