Executive Summary

Feb 2019
Home care sees growth in 2018

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.

Sustainability, an increasingly visible feature within home 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.

New and small players continue to expand

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.

Sales boosted by new product developments

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.

Cautiously optimistic outlook for home care

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.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Home Care in the United Kingdom

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in United Kingdom 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 United Kingdom, 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 United Kingdom for free:

The Home Care in United Kingdom 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 United Kingdom?
  • What are the major brands in United Kingdom?
  • 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 United Kingdom?

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 the United Kingdom

EXECUTIVE SUMMARY

Home care sees growth in 2018
Sustainability, an increasingly visible feature within home care
New and small players continue to expand
Sales boosted by new product developments
Cautiously optimistic outlook for home care

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 the United Kingdom

HEADLINES

PROSPECTS

Desire for odour removal and a cosy home fuel sales
Candle air fresheners remains fastest growing area
Increasing demand for natural ingredients

COMPETITIVE LANDSCAPE

Reckitt Benckiser remains leading air care provider
Yankee Candle continues to increase sales share in candle air fresheners
Procter & Gamble launches new range of air care products

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 the United Kingdom

HEADLINES

PROSPECTS

Environmental and health concerns put pressure on bleach sales
Growing competition from other surface care products
Narrow offer also set to limit sales

COMPETITIVE LANDSCAPE

Domestos continues to dominate
Private label gains sales share in 2018
Rising consumer uncertainty also boosting private label sales

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

Home Insecticides in the United Kingdom

HEADLINES

PROSPECTS

Summer heatwave creates ideal conditions for insects to thrive
Spray insecticides remains leading home insecticide product
Ingredient regulations and consumer awareness shape product formulations

COMPETITIVE LANDSCAPE

SC Johnson’s Raid leads home insecticide sales
Private label maintains considerable presence
Regulatory issues to boost major home insecticide players

CATEGORY DATA

Table 24 Sales of Home Insecticides by Category: Value 2013-2018
Table 25 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 26 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 27 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 28 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 29 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 30 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in the United Kingdom

HEADLINES

PROSPECTS

Powder formats becoming obsolete
Liqui-tabs taking-off
Cutting out the middle-man?

COMPETITIVE LANDSCAPE

Laundry care remains heavily polarised
Innovation key to defining future competitive landscape
New product area?

CATEGORY INDICATORS

Table 31 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 32 Sales of Laundry Care by Category: Value 2013-2018
Table 33 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 34 Sales of Laundry Aids by Category: Value 2013-2018
Table 35 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 36 Sales of Laundry Detergents by Category: Value 2013-2018
Table 37 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 38 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018
Table 39 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 40 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 41 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 42 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 43 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 44 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 45 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 46 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in the United Kingdom

HEADLINES

PROSPECTS

Polishes struggle amid rising popularity of polish wipes
Demand increasingly limited to niche areas
Lack of consumer interest and innovation

COMPETITIVE LANDSCAPE

SC Johnson continues to lead sales
Premium polishes become even more affordable
Ethical Living could propel bee-wax based polishes

CATEGORY DATA

Table 47 Sales of Polishes by Category: Value 2013-2018
Table 48 Sales of Polishes by Category: % Value Growth 2013-2018
Table 49 NBO Company Shares of Polishes: % Value 2014-2018
Table 50 LBN Brand Shares of Polishes: % Value 2015-2018
Table 51 Forecast Sales of Polishes by Category: Value 2018-2023
Table 52 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in the United Kingdom

HEADLINES

PROSPECTS

Greater attention on cleaning and hygiene to sustain growth
Convenience trend to boost multi-purpose cleaners sales
Impregnated wet wipes to gain ground

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead surface care
Rising consumer uncertainty boosting private label sales
Reckitt Benckiser gains sales share thanks to popularity of Dettol

CATEGORY DATA

Table 53 Sales of Surface Care by Category: Value 2013-2018
Table 54 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 55 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 56 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Surface Care: % Value 2014-2018
Table 58 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 59 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 60 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 61 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 62 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in the United Kingdom

HEADLINES

PROSPECTS

Effort-saving products to register dynamic growth
Eco-friendly products to gain momentum
Players responding to rising consumer health awareness

COMPETITIVE LANDSCAPE

SC Johnson maintains lead in 2018
Domestos gains value share thanks to strong positioning and focus on marketing
Social initiatives help attract consumers

CATEGORY DATA

Table 63 Sales of Toilet Care by Category: Value 2013-2018
Table 64 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 65 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 66 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 67 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 68 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

Dishwashing in the United Kingdom

HEADLINES

PROSPECTS

Manufacturers use ethical claims to differentiate offer
Improving convenience is key
Shift towards private label

COMPETITIVE LANDSCAPE

Eco-friendliness an increasingly important differentiator
UK championing internet retailing
Appliance manufacturers catching up with FMCG companies

CATEGORY INDICATORS

Table 69 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 70 Sales of Dishwashing by Category: Value 2013-2018
Table 71 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 72 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 73 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 74 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 75 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023