Home Care

Bleach is a traditional home care product in Georgia, that is widely known and used by locals. Price sensitivity has encouraged consumption of bleach in 2023 due to its low price per unit. Thus, bleach remains an attractive product among consumers…

While retail value sales were double-digit in 2023, bleach recorded a retail volume decline for the third consecutive year. Sales increased during the COVID-19 pandemic, with consumers having a heightened interest in hygiene. Bleach was recommended…

In 2023, while rising prices drove retail value sales, bleach recorded a retail volume decline. This decline can be attributed to consumers using home care detergents that feature disinfectant components with safer formulations. Consumers…

Bleach is a mature category with limited activity in Lithuania. It faces strong competition from colour safe laundry bleach and various surface cleaning options, which are widely available at different price points and constantly innovating. Bleach…

Bleach continued to see substantial volume sales falls in 2023, posting the deepest decline recorded across all of home care. Bleach suffers from drastically reduced population among local consumers, undermining demand. However, the category managed…

Retail value growth was double-digit in 2023, with sales driven by inflation and rising prices. However, following trends noted across the review period, retail volume sales declined. Rising awareness of the potential negative health effects…

Following the hike in demand in the wake of the COVID-19 pandemic, when consumers embraced bleach as an effective tool against germs and the virus, there has been a readjustment in demand in the category. Thus, bleach resumed its pre-pandemic…

Retail volume sales stagnated in 2023, as demand weakened amid rising unit prices caused by high inflation. Automatic dishwashing continues to grow moderately whilst the much larger hand dishwashing category saw a decline in retail volume terms.…

After a boosted performance during the pandemic due to the cocooning and home-cooking trends, volume sales of dishwashing products declined in 2023. This is mostly attributable to the steep double-digit unit price growth registered in the year. In…

About four-tenth of Estonian households own a dishwasher and despite reduced purchasing power, consumers were still reluctant to forego the convenience of automatic dishwashing. Instead, they traded down and for instance opted for powder instead of…

Dishwashing in 2023 faces steady retail volume growth, despite the high costs of living confronted by locals. Demand for hand dishwashing remains stable, with little change in the competitive landscape and product development somewhat limited. By…

Automatic dishwashing tablets saw the strongest retail volume sales in 2023, as household penetration of dishwashers continued to rise in Hungary. Promotional activities and higher levels of product development based on delivering more effective…

In 2023, automatic dishwashing tablets experienced the most rapid growth in value terms, aligned with rising price points and increasing sales of dishwashers. Consumers are choosing automatic dishwashing tablets as they offer precise detergent…

Dishwashing continues to enjoy a solid performance in Lithuania, mainly due to strong growth in automatic dishwashing where volume sales increased sharply in 2023. Dishwasher penetration has increased steadily over the review period fuelling demand…

Overall volume sales in dishwashing stagnated in 2023, with consumer demand waning in response to high inflation and rising unit prices. Automatic dishwashing continued to see strong and steady rises as one of the better-performing product areas,…

The automatic dishwashing landscape in Poland continued to have low market penetration in 2023, which created solid room for growth and expansion in sales and market share. Consumers in Poland are increasingly becoming more time-conscious, seeking…

The positive performance of dishwashing in Romania in 2023 was the result of Romanian consumers often cooking at home, as high inflation and strong pressure on purchasing power discouraged visits to foodservice establishments. However, hand…

Home care witnessed moderate retail volume growth in 2023 as consumer demand stalled amidst significant unit price increases and inflationary pressure. Consumers are facing financial challenges with household budgets limited due to lower disposable…

Strong current retail value sales growth in 2023 as a result of inflation had a negative impact on volume sales in the year. The two major categories of dishwashing and laundry care were particularly affected by price hikes. In addition, rising…

With continuing economic uncertainty, as a result of the Russian invasion of Ukraine, home care registered muted volume growth, in spite of an increased population, due to the arrival of a significant number of immigrants from Ukraine. Also, while…