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Home Care in the Netherlands

February 2021
USD 2,650
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Netherlands 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 Netherlands, 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 Netherlands 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 Netherlands?
  • Which are the leading brands in Home Care in Netherlands?
  • How are products distributed in Home Care in Netherlands?
  • 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 the Netherlands

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Lockdown reduces need to change and wash clothes daily, although heightened health and hygiene concerns sustain demand
Consumers turn back to higher temperatures to ensure as thorough washes as possible in light of higher hygiene awareness
Consumers continue to use fabric softeners to ensure pleasant and clean clothes and ambience during lockdown

RECOVERY AND OPPORTUNITIES

Slow return to normalcy set to limit overall growth potential, although robust hygiene awareness trend offers bright spots
Search for added-value, convenience and sustainability predicted to favour liquid and tablet products over powders
Slow return to the office expected to limit growth potential in spot and stain removers

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

More frequent dishwashing as lockdown increases at-home meal consumption occasions and fosters a home cooking and baking trend
Convenience and waste concerns continue to favour tablets, while hand dishwashing rebounds due to time and economy considerations
The top branded players leverage price promotions and e-commerce availability to make gains from private label

RECOVERY AND OPPORTUNITIES

Slow return to normal daily activities expected to maintain demand growth for dishwashing
Demand for efficient and added-value products to favour the tablet over the powder format
Hand dishwashing retains currency as a time- and energy-saving option

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Heightened hygiene and sanitisation concerns and greater wear and tear on surfaces lead to dramatic increase in use of surface care products
Convenience formats, disinfectants and versatile and cost-effective products prove popular with hygiene-conscious consumers
Reckitt Benckiser reaps the benefits of strong promotion and activity in high-performing categories to close the gap on the leader

RECOVERY AND OPPORTUNITIES

Lingering threat of COVID-19 and a robust hygiene awareness trend expected to offer further growth potential in the forecast period
Greater tendency to wipe down and clean heavily touched or used surfaces is predicted to boost the performance of impregnated wet wipes
Companies set to focus on offering superior disinfectant and hygiene properties to attract the attention of a more sophisticated consumer base

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of Surface Care: % Value 2016-2020 Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Bleach arrests sales decline as Coronavirus (COVID-19) increases demand for highly aggressive disinfectants and cleaners
Sales rebound as the urgent need to disinfect homes overrides some health reservations over bleach
Glorix benefits as consumers turn to familiar brands to offer a hygienic response to COVID-19

RECOVERY AND OPPORTUNITIES

Stockpiling and reduced threat of COVID-19 set to slow the performance of bleach in the forecast period
Bleach faces threat from shift back to alternative home care products and rising interest in natural solutions and sustainability
The COVID-19 experience may lead to the development of portable formats to allay hygiene fears outside the home

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020 Table 44 Sales of Bleach: % Value Growth 2015-2020 Table 45 NBO Company Shares of Bleach: % Value 2016-2020 Table 46 LBN Brand Shares of Bleach: % Value 2017-2020 Table 47 Forecast Sales of Bleach: Value 2020-2025 Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Home seclusion increases the at-home use of toilets and necessitates more frequent cleaning routines
The convenience of specialist products continues to win over consumers
Bolton and Unilever benefit as consumers look for familiar brand names, although heightened demand also creates space for smaller brands

RECOVERY AND OPPORTUNITIES

Higher hygiene awareness increases the appeal of specialist toilet care products
Stabilisation is expected in the short term as consumers return to normal daily activities and exhaust existing stock
Manufacturers set to focus on hygiene positioning and added-value attributes to gain sales

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020 Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Home seclusion increases time for floor and furniture maintenance jobs, but reduces the need to wear or polish shoes
Longer-term changes in preferences in materials for floors, furniture and shoes continue to limit potential in polishes
SC Johnson remains a strong leader although an absence from more dynamic floor polish leaves space for rivals to fill during COVID-19

RECOVERY AND OPPORTUNITIES

The outlook for polishes is negative as consumers focus on hygiene rather than polishing
Players set to rely more on brand recognition and availability than innovation in a declining category
Manufacturers may look to add some dynamism by producing products that fit with the changing preferences in materials

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020 Table 56 Sales of Polishes by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Polishes: % Value 2016-2020 Table 58 LBN Brand Shares of Polishes: % Value 2017-2020 Table 59 Forecast Sales of Polishes by Category: Value 2020-2025 Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Air care sees a strong upturn in growth in 2020 as lockdown spikes the demand for products to maintain a fresh and pleasant home environment
Spring 2020 lockdown boosts the demand for air care outside of traditional peak periods
Bolsius steals a march with a new sustainable range of candle and liquid air fresheners

RECOVERY AND OPPORTUNITIES

The slow return to normality and heightened interest in a fresh and pleasant ambience are set to sustain positive, if slower, growth
The association of air fresheners with pollutants is predicted to limit growth potential
The emergence of Unilever and Bolsius adds dynamism to air care and offers encouragement for potential new entrants

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020 Table 62 Sales of Air Care by Category: % Value Growth 2015-2020 Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 64 NBO Company Shares of Air Care: % Value 2016-2020 Table 65 LBN Brand Shares of Air Care: % Value 2017-2020 Table 66 Forecast Sales of Air Care by Category: Value 2020-2025 Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Warm and dry summer stimulates higher demand for home insecticides
Rising health and environmental concerns lead to growing interest in alternative products
Consumer turn to familiar, trusted and available brands reduces threat from smaller players during the pandemic

RECOVERY AND OPPORTUNITIES

Warmer seasons and growing health and environmental concerns set to drive the development of home insecticides
Consumers to look to prevention methods to reduce reliance on chemicals and insect problems
Anticipated rise in the mosquito population offers sustained demand potential for convenient electric insecticides

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2015-2020 Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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This report originates from Passport, our Home Care research and analysis database.

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