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Declining Cross-Border Smuggling Drives Growth Amid Polarised Consumption
Home care in Uruguay experienced 4% value growth in 2025, driven by polarised consumption between value brands and premiumisation. The decline in cross-border smuggling from Argentina has positively impacted sales, particularly in laundry care and dishwashing. Sustainability and value options are key trends shaping the market, with Unilever del Uruguay SA and SC Johnson & Son de Uruguay SA leading sales, while local companies like Rebio and La Sostenible are gaining traction with eco-friendly products. To succeed in this market, brands should focus on sustainability, premiumisation, and value options, while adapting to the changing retail landscape.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Uruguay 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 Uruguay, 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 Uruguay 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 Uruguay?
- Which are the leading brands in Home Care in Uruguay?
- How are products distributed in Home Care in Uruguay?
- 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 Uruguay
Declining Cross-Border Smuggling Drives Growth Amid Polarised Consumption
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Declining Cross-Border Smuggling Drives Growth Amid Polarised Consumption
Chart 2 Premiumisation Gains Ground as Purchasing Power Improves
Laundry Care Drives Growth with Premium Concentrated Formats
Sustainability Shapes Consumer Preferences
Chart 3 Brands Innovate with Sustainable and Biodegradable Formulas
Chart 4 Value Sales 2020-2030
Chart 5 Volume Sales 2020-2030
Chart 6 Value Sales by Category 2025
An Increased Focus on Sustainability Is Expected over the Forecast Period
Laundry Care Remains a Key Category Due to a Decline in Cross-Border Smuggling
E-Commerce to Remain Marginal, Despite Growing Trends
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Leading Companies Maintain Positions through Strong Brand Recognition
Emerging Companies Gain Ground with Imported Brands
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Small Local Grocers Lead Distribution Thanks to Widespread Presence
Modern Retailers Expand Private Label Options
Retail E-Commerce Remains Marginal
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Home Care
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Home Care
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Air Care in Uruguay
Key Data Insights
Sc Johnson Drives Sales with Sustainable Packaging Innovations
Chart 19 Key Industry Trends for Air Care
Sc Johnson Drives Sales with Sustainable Packaging Innovations
Rising Purchasing Power Fuels Demand for Premium Air Care Products
Mood-Boosting Ingredients Become Key Differentiators
Chart 20 Value Sales 2020-2030
Chart 21 Volume Sales 2020-2030
Chart 22 Value Sales by Category 2025
A Recovering Economy Will Support Ongoing Sales
Gel Air Fresheners to Emerge as Top Performer over Car Air Fresheners
Chart 23 Forecast Value Sales 2020-2030
Chart 24 Forecast Value Sales by Category 2025-2030
Leading Companies Maintain Positions through Brand Recognition
Unilever's Entry into Electric Air Fresheners and Sustainability Trends Drive Competition
Chart 25 Unilever's Cif Brand Fuels Demand for Premium Air Care
Chart 26 Company Shares 2025
Chart 27 Brand Shares 2025
Small Local Grocers Lead Air Care Sales Thanks to Widespread Availability of These Stores
Retail E-Commerce Grows Despite Low Overall Penetration
Limited Private Label Development Amid Dominant Brands
Chart 28 Retail Channels 2020-2025
Chart 29 Economic Context for Air Care
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Air Care
Chart 33 Population 2020-2030
Chart 34 Consumer Expenditure 2020-2030
Chart 35 Population by Generation 2025
Bleach in Uruguay
Key Data Insights
Consumers Seek Cheaper Brands with Low Chlorine Content
Chart 36 Key Industry Trends for Bleach
Consumers Seek Cheaper Brands with Low Chlorine Content
Chart 37 Cheaper Imported Bleach From Brazil Gains Ground
Distribuidora Paraíso Limitada S.A. Gains Traction with Affordable Imports
Chart 38 Value Sales 2020-2030
Chart 39 Volume Sales 2020-2030
Cheaper Alternatives and New Formats Set to Drive Growth
Traditional Liquid Bleach Will Remain Dominant
Consumer Concerns about Chemical Content in Bleach Will Continue to Drive Innovation and Competition
Chart 40 Forecast Value Sales 2020-2030
Electroquímica Sa Maintains Lead Despite Rising Competition
Opportunities Remain for Emerging Players
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Small Local Grocers Dominate Bleach Sales with Affordable Pricing
Retail E-Commerce Gains Traction Slowly, Thanks to Offering Convenience and Variety
Chart 43 Retail Channels 2020-2025
Chart 44 Economic Context for Bleach
Chart 45 Real Gdp Growth 2020-2030
Chart 46 Inflation 2020-2030
Chart 47 Consumer Context for Bleach
Chart 48 Population 2020-2030
Chart 49 Consumer Expenditure 2020-2030
Chart 50 Population by Generation 2025
Dishwashing in Uruguay
Key Data Insights
Value Sales Driven by Added-Value Products, While Volume Remains in a Low Slump
Chart 51 Key Industry Trends for Dishwashing
Value Sales Driven by Added-Value Products, While Volume Remains in a Low Slump
Concentrated Hand Dishwashing Gains Share
Local Brands Lead Sustainability Efforts
Chart 52 Value Sales 2020-2030
Chart 53 Volume Sales 2020-2030
Chart 54 Value Sales by Category 2025
Premium Options to Drive Growth over the Forecast Period
Automatic Dishwashing to Gain Traction as Hand Dishwashing Volumes Decline
Sustainability Trends Will Inspire Innovation in Concentrated Formats Which Use Less Water and Those Which Are Eco-Friendly
Chart 55 Forecast Value Sales 2020-2030
Chart 56 Forecast Value Sales by Category 2025-2030
Unilever Maintains Its Leading Place Thanks to Its Strong Brand Portfolio
Strategic Acquisitions and Expansions to Shape the Future
Chart 57 Company Shares 2025
Chart 58 Brand Shares 2025
Small Local Grocers Maintain Lead Thanks to Traditional Shopping Habits
E-Commerce Gains Traction with Rising Consumer Convenience Needs
Chart 59 Retail Channels 2020-2025
Chart 60 Economic Context for Dishwashing
Chart 61 Real Gdp Growth 2020-2030
Chart 62 Inflation 2020-2030
Chart 63 Consumer Context for Dishwashing
Chart 64 Population 2020-2030
Chart 65 Consumer Expenditure 2020-2030
Chart 66 Population by Generation 2025
Home Insecticides in Uruguay
Key Data Insights
Slowing Demand Follows Public Health Campaign and Weather Changes
Chart 67 Key Industry Trends for Home Insecticides
Slowing Demand Follows Public Health Campaign and Weather Changes
Atlantis Sa Drives Consumer Engagement through Innovative Marketing
Chart 68 Value Sales 2020-2030
Chart 69 Volume Sales 2020-2030
Chart 70 Value Sales by Category 2025
Consumers to Prioritise Convenience, Effectiveness, and Products with Wide Availability
Sc Johnson's Dominance Is Expected to Limit Private Label Entry
Increasing Awareness of Mosquito-Borne to Drive Demand for Effective Solutions
Chart 71 Forecast Value Sales 2020-2030
Chart 72 Forecast Value Sales by Category 2025-2030
Sc Johnson Dominates with Strong Brand Portfolio and Consumer Trust
Chart 73 Company Shares 2025
Chart 74 Brand Shares 2025
Small Local Grocers Lose Ground to Modern Retailers
Retail E-Commerce Faces Challenges in Uruguay
Chart 75 Retail Channels 2020-2025
Chart 76 Economic Context for Home Insecticides
Chart 77 Real Gdp Growth 2020-2030
Chart 78 Inflation 2020-2030
Chart 79 Consumer Context for Home Insecticides
Chart 80 Population 2020-2030
Chart 81 Consumer Expenditure 2020-2030
Chart 82 Population by Generation 2025
Laundry Care in Uruguay
Key Data Insights
Rising Demand for Efficient Products Drives Sales
Chart 83 Key Industry Trends for Laundry Care
Rising Demand for Efficient Products Drives Sales
Laundry Detergents Remains the Most Popular Category, While Local Brands Drive Growth in Plant-Based Laundry Care
Quick-Wash Cycles Gain Traction Amongst Consumers
Chart 84 Value Sales 2020-2030
Chart 85 Volume Sales 2020-2030
Chart 86 Value Sales by Category 2025
Sustainability and Affordability to Drive Growth and Innovation
Liquid Detergents to Remain the Preferred Format
Polarisation Expected to Shape Consumer Spending Habits
Chart 87 Forecast Value Sales 2020-2030
Chart 88 Forecast Value Sales by Category 2025-2030
Unilever and Local Players Drive Laundry Care Dynamics
Strategic Moves Shape Competitive Landscape
Chart 89 Company Shares 2025
Chart 90 Brand Shares 2025
Small Local Grocers Maintains Channel Lead, Despite Limited Product Portfolios
Retail E-Commerce Grows Slowly with Limited Penetration
Chart 91 Retail Channels 2020-2025
Chart 92 Economic Context for Laundry Care
Chart 93 Real Gdp Growth 2020-2030
Chart 94 Inflation 2020-2030
Chart 95 Consumer Context for Laundry Care
Chart 96 Population 2020-2030
Chart 97 Consumer Expenditure 2020-2030
Chart 98 Population by Generation 2025
Polishes in Uruguay
Key Data Insights
Ongoing Changes in Consumer Preferences Result in Volume Declines and Sluggish Value Sales
Chart 99 Key Industry Trends for Polishes
Ongoing Changes in Consumer Preferences Result in Volume Declines and Sluggish Value Sales
Chart 100 Cheaper Imported Bleach From Brazil Gains Ground
Floor Polish Remains Largest Category, Despite Becoming Less Popular Due to the Rise of Modern Flooring Materials
Social Media Campaigns Target Young Consumers in an Attempt to Boost Sales
Chart 101 Value Sales 2020-2030
Chart 102 Volume Sales 2020-2030
Chart 103 Value Sales by Category 2025
Sales of Polishes Will Continue to Struggle over the Forecast Period
Multi-Purpose Cleaners to Cannibalise Floor Polish Sales
Digital Marketing and Sustainability Expected to Shape Polishes' Future
Chart 104 Forecast Value Sales 2020-2030
Chart 105 Forecast Value Sales by Category 2025-2030
Sc Johnson and Son Sustains Leadership with Strong Brand Presence
Chart 106 Company Shares 2025
Chart 107 Brand Shares 2025
Supermarkets and Small Local Grocers See the Strongest Sales, with Supermarkets in the Lead
Retail E-Commerce Experiences Low Overall Penetration for Sales of Polishes
Chart 108 Retail Channels 2020-2025
Chart 109 Economic Context for Polishes
Chart 110 Real Gdp Growth 2020-2030
Chart 111 Inflation 2020-2030
Chart 112 Consumer Context for Polishes
Chart 113 Population 2020-2030
Chart 114 Consumer Expenditure 2020-2030
Chart 115 Population by Generation 2025
Surface Care in Uruguay
Key Data Insights
Consumers Drive Polarisation Trend between Leading Brands And Economy Alternatives
Chart 116 Key Industry Trends for Surface Care
Consumers Drive Polarisation Trend between Leading Brands And Economy Alternatives
Multi-Purpose Cleaners Remains the Largest Category, Thanks To The Versatility and Affordability of These Products
Unilever's Cif Drives Sustainability with Eco-Friendly Innovations
Chart 117 Value Sales 2020-2030
Chart 118 Volume Sales 2020-2030
Chart 119 Value Sales by Category 2025
Multi-Purpose Cleaners to Remain Popular, Despite Expected Growth in Specialised Products
Sustainability Expected to Drive Innovation and Competition
Plastic Pouches to Gain Ground as Eco-Friendly Packaging Options
Chart 120 Forecast Value Sales 2020-2030
Chart 121 Forecast Value Sales by Category 2025-2030
Surface Care Is a Concentrated Market with Intense Competition among the Top Players
Emerging Players and Sustainability Drive Market Dynamics
Chart 122 Company Shares 2025
Chart 123 Brand Shares 2025
Small Local Grocers Remain as Key Outlets, Despite Supermarkets Holding a Fair Share
Retail E-Commerce Gains Ground Thanks to Offering Convenience and Variety
Chart 124 Retail Channels 2020-2025
Chart 125 Economic Context for Surface Care
Chart 126 Real Gdp Growth 2020-2030
Chart 127 Inflation 2020-2030
Chart 128 Consumer Context for Surface Care
Chart 129 Population 2020-2030
Chart 130 Consumer Expenditure 2020-2030
Chart 131 Population by Generation 2025
Toilet Care in Uruguay
Key Data Insights
An Improved Economic Situation Drives Sales in Toilet Care
Chart 132 Key Industry Trends for Toilet Care
An Improved Economic Situation Drives Sales in Toilet Care
Rim Blocks Drive Growth with Affordable Pricing
Private Label Challenges Multinational Brands
Chart 133 Value Sales 2020-2030
Chart 134 Volume Sales 2020-2030
Chart 135 Value Sales by Category 2025
Consumers Will Continue to Seek Low-Cost Alternatives in Toilet Care
Toilet Liquids/Foam to Remain Least Developed
Innovation Set to Shape Future Product Launches
Chart 136 Forecast Value Sales 2020-2030
Chart 137 Forecast Value Sales by Category 2025-2030
Toilet Care Remains a Consolidated Category, with Sc Johnson & Son Maintaining Its Lead
Chart 138 Company Shares 2025
Chart 139 Brand Shares 2025
Supermarkets and Small Local Grocers Lead Toilet Care Sales
Retail E-Commerce Grows Steadily, Despite Being a Niche Channel
Chart 140 Retail Channels 2020-2025
Chart 141 Economic Context for Toilet Care
Chart 142 Real Gdp Growth 2020-2030
Chart 143 Inflation 2020-2030
Chart 144 Consumer Context for Toilet Care
Chart 145 Population 2020-2030
Chart 146 Consumer Expenditure 2020-2030
Chart 147 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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