Home care performed well in 2018 and recorded faster value growth than in 2017. Air care was the fastest growing area during the year, followed by toilet care, home insecticides, and surface care.
The most important trend within home care in 2018 was undoubtedly the development of new products responding to sustainability and naturalness concerns. In recent years, UK consumers have become more aware of environmental issues such as plastic waste and micro plastics in the ocean.
Procter & Gamble remains the biggest player in home care in the UK thanks to its leadership in dishwashing, laundry care and surface care. The company remains far ahead of the second and third placed players, Unilever and Reckitt Benckiser.
2018 saw the launch of many interesting NPDs and business models, especially in dishwashing, laundry care and detergents. A growing number of people are concerned about the environment and pollution and therefore want to find ways to live an environmentally-friendly life and save money.
Home care sales in the UK are forecast to remain relatively static over the forecast period due to increasing saturation. However, dishwashing is expected to perform much more dynamically in terms of value growth, whereas volume sales are set to remain stable.
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This industry report originates from Passport, our Home Care market research database.