Home Care

Technological advances in 2024 will continue to reshape consumer behaviour. This annual report explores the top five digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this report’s edition…

Now in its seventh edition, this report explores the top digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this edition touch on topics such as second-hand shopping, community group buying,…

Toilet care continued to see healthy growth in retail volume terms in 2023, supported by factors such as improving living standards, busier lifestyles, the construction of more modern homes and apartments and better hygiene awareness. Toilet…

Even as quarantine measures lifted, the demand for toilet care products in Uzbekistan remained robust. Local consumers continued to prioritise home hygiene, maintaining regular toilet cleaning routines. Despite 2023's moderate growth in both market…

Toilet care saw solid growth in 2023 in both retail volume and current value terms. Most consumers are aware of the importance of maintaining a clean and hygienic toilet to prevent the spread of germs, but also to limit unpleasant smells. Growth was…

Toilet care presented an intriguing narrative in 2023, with the retail volume and current value growth rates experiencing an upward trajectory from the previous year. This growth, however, was juxtaposed against the nuanced dynamics of a niche…

Toilet care has shown positive retail growth in both retail value and volume terms in 2023, with the major contributing factors being inflationary pressure and rising price points. This explains the heightened retail value growth compared to retail…

Since the COVID-19 pandemic, there has been a heightened awareness of hygiene among South Koreans, with a stronger dedication to household cleanliness and a more conscientious approach to toilet hygiene. This elevated interest has prompted the…

The resumption of post-pandemic activities in Singapore has contributed to a flat performance by toilet care in retail volume terms. As individuals and communities transition towards a semblance of normalcy, there is a perceptible shift in consumer…

In 2023, the focus on preventative hygiene continued to significantly boost the demand for toilet care in Pakistan. With consumers remaining concerned about viral infections, there was a notable increase in the call for products that could ensure…

Toilet care maintained solid retail volume and current value growth in 2023, although from a relatively low base. Many consumers, especially those with young children, remain in the habit of periodically cleaning the toilet. Even post-pandemic,…

Toilet care recorded substantial growth during the COVID-19 pandemic. Sales have since stabilised, with 2023 seeing volume rises at a more moderate pace overall. However, toilet liquids/foam was increasing relatively rapidly in 2023, leading overall…

A typical performance amongst home care categories in Japan in 2023 was that volume sales fell, whilst average unit prices increased, driving up value sales as a result. However, toilet care was a little different. The category saw significant…

Toilet care is a category enjoying strong and stable growth, supported by the ongoing urbanisation trends in Indonesia. As urban migration continues, more consumers are finding themselves in upgraded living conditions, residing in modern houses and…

The strong focus and attention on improving sanitation in India provided a basis for steady retail volume and current value growth in toilet care in India even after the pandemic ended. While there was strong demand for products in the category…

Toilet care continued to record growth in both retail volume and current value terms in Hong Kong in 2023. Although the pandemic ended, many consumers and businesses alike maintained rigorous cleaning routines and a hygienic bathroom area, including…

While the COVID-19 pandemic has ceased to be prominent, as the Chinese government announced it would remove most pandemic-related restriction in late 2022, consumer awareness around keeping their homes safe and hygienic remains significant, leading…

Toilet care registered both healthy constant value and volume growth in 2023. Toilet liquids/foam continued to account for most value sales and also registered the highest current value growth. Rim liquids also accounted for significant value sales,…

The COVID-19 pandemic has brought about significant changes in business models and consumer behaviour, as well as altering the ways and the geography many of us live, work, study and play. Understanding what changes will stick after the pandemic…

In the two years since the onset of COVID-19, eating and drinking at home have evolved significantly in Asia Pacific. The roads to recovery remain divergent, with some markets on track and laggards shrouded with uncertainty, amplifying the need for…

Surface care registered a healthy performance in both retail volume and current value terms in 2023, following the trend of the previous year. Growth was boosted by higher living standards and an enhanced focus on hygiene, despite the easing of the…

Surface care in Uzbekistan witnessed notable growth throughout 2023, both in terms of value and volume. This growth can be attributed to several factors, including the expanding population and the heightened awareness of personal health and hygiene…

The pandemic raised public awareness regarding the significance of hygiene and sanitisation. Since the onset of the pandemic, many of the leading brands in surface care have increased their presence on social media in order to reach their intended…

The year 2023 witnessed a remarkable and positive surge in current value sales in surface care (excluding wipes – which did not have notable sales), surpassing the growth observed in 2022. This robust expansion can be attributed to two significant…

Following growth driven by COVID-19, the major product areas in surface care continued to be bathroom cleaners, kitchen cleaners, drain openers and floor cleaners in 2023. As such, manufacturers and retailers have continued launching various formats…

Surface care recorded double-digit current value growth in 2023, driven by two main factors. One significant contributor is the heightened emphasis on hygiene standards in the post-pandemic era. As individuals and businesses prioritise cleanliness…

As life outside of the home resumes post-pandemic in Singapore, a discernible trend is emerging, with reduced emphasis on cleaning within households. This shift in cleaning practices is having a significant impact on volume sales of surface care,…

In 2023, surface care witnessed strong retail volume growth, as well as very fast retail current value sales growth, albeit the latter was supported by the impact of high inflationary pressure on prices. Retail volume demand was driven by a continued…

Home care disinfectants saw a retail volume decline in 2022, after the pandemic high. However, the habit of using such products remains, especially amongst many younger consumers, and those with children, and growth resumed in 2023. Consumers…

Surface care in Kazakhstan posted positive volume and value sales growth in 2023, largely thanks to the country’s population expanding as well as the rising flow of people fleeing the war between Ukraine and Russia and entering Kazakhstan for safety.…

Most categories within surface care saw declines in both retail volume and current value terms in 2023. The explanation for the drop in volume terms is simple – people began to spend more time outside the home. In May 2023, the Japanese government…

Surface care is maintaining decent value and volume growth, which is set to continue on a positive trajectory over the forecast period. Overall, sales in surface care are propelled by urbanisation and rising disposable incomes within this urban,…

While surface care enjoyed robust performances using the pandemic years, growth slowed in retail current value terms in India in 2023, owing to the relative stabilisation of product prices. In volume terms, demand stayed relatively steady, but there…

In 2023, surface care in Hong Kong turned to marginal retail volume decline, but maintained current value growth. Sales were boosted during the pandemic due to consumers’ higher demand to maintain a hygienic home, but as the pandemic ended, consumer…

COVID-19 strengthened Chinese public hygiene awareness and drove surface care sales, with double-digit growth in retail sales value in 2022. In 2023, with the end of COVID-19 restrictions in China, surface care product growth slowed to a…

Surface care registered minimal volume growth in 2023. This was partly because with society fully opened up post pandemic and people out and about more, there was less cleaning. Bathroom cleaners registered the highest value growth. However,…

Asia Pacific is the fastest growing region for surface care globally. Given the large consumer base and low per capita spending, there is huge potential. Various positive factors will enable increased usage and sales. These include increased product…

During 2023, polishes saw an improved performance in both retail volume and current value terms. The category is dominated by shoe polishes, which benefitted from the revival of normal, pre-pandemic lifestyles, including the return of consumers to…

Polishes is almost entirely supported by shoe polish in Uzbekistan. Shoe polish can be found in most households in Uzbekistan, which is a dusty country. This has been exacerbated in recent years by the mass construction of new buildings, residential…

Demand for polishes tends to remain limited to wealthier urban households, many of whom employ maids to clean their homes, and are willing to invest in polishes to keep their homes clean and well-maintained. Continuing the trend from the previous…

Polishes exhibited a dual narrative of retail volume growth across most categories (except floor polish, which dragged down the overall growth rate), and intricate pricing adjustments. The growth rate for polish for columns in particular remained…

Despite price rises in 2023, polishes continued to record a retail value decline, with retail volume sales falling in all areas. COVID-19 had no noticeable impact on the polishes landscape, with sales declining before the outbreak. The polishes…

Shoe polish is the largest category in polishes and faced a weaker performance in 2023 following the strong rebound in sales during 2022. Demand for shoe polish rebounded strongly in 2022, as professionals returning to offices opted for formal attire…

Value sales of shoe polish experienced a marginal increase in 2023, attributed in part to the occurrence of more military exercises in Singapore. This uptick can be linked to the specific needs and preferences within the military community, as well…

The strong rise in demand for polishes continued in 2023, primarily propelled by the growing middle-class consumer base in the country. The rising consumer base of middle-class households can be attributed to improving disposable incomes and…

Overall polishes maintained growth in retail volume and current value terms in 2023, with increases seen across all categories. However, lifestyle and fashion trends continued to militate against the development of polishes. For instance, younger…

Polishes in Kazakhstan continued to fall in 2023 in terms of volume sales growth, and while it saw positive rises in current value terms, the rate was at a more moderate pace than in the previous year of 2022. The range of category goods found on…

Floor polish is not a standard product for many younger households. It may have been used by older generations, but the custom of polishing the floor with wax products has not been passed down to the younger generations. First, it is very…

Polishes is seeing rather sluggish and static growth, with little activity of note. That said, metal polish continues to grow from its relatively low base, registering a modest uptick in sales. It is noted that, in the post-pandemic landscape, as…

In 2023, growth in polishes slowed in retail volume and current value terms compared with 2022, but the category continued its rebound post-pandemic, with retail value sales finally returning to the pre-pandemic (2019) level, even though retail…