Home Care

Retail value sales recorded double-digit growth in 2023, driven by rising price points in line with inflation. However, while value sales were strong, retail volume sales struggled, leading to an overall volume decline in laundry care. Declines were…

After 2022’s deep decline, liquid tablet detergents posted positive growth in terms of volume sales in 2023, with this attributed to its products’ efficient formulas and user-friendly attributes. Though growth was low, it was the fastest in the…

In 2023, polishes registered a marginal uplift in retail volume growth compared to the previous year. However, most consumers focused on buying essential home care products, with polishes being seen as less important. In a difficult economic climate…

Polishes in Bulgaria continued to lose retail volume sales in 2023. As rising prices impacted consumers' budgets, many adjusted their spending, focusing on essentials. Many consumers do not consider polishes essential, with consumers removing the…

The economic impact of measures introduced to limit the spread of COVID-19, along with soaring inflation in 2023, have undermined consumer confidence and purchasing power. As a result, many consumers remain focused on spending on essential items. At…

Overall, polishes registered marginal volume growth in 2023, as well as a fall in constant value sales, as continuing rising costs hit profit margins. Furniture polish was the strongest performer in terms of value and volume growth, with metal polish…

Stable volume growth was registered by polishes, with the growth of modern retailing playing a key factor in its development. Georgians remain quite conservative and tend to purchase more generic home care products. Thus, polishes are not very…

Despite rising retail value sales in 2023, polishes lost consumer attention, with significant price increases hindering sales, leading to a retail volume decline in all areas, apart from shoe polish. In addition to rising price points, manufacturers…

Shoe polish experienced the most rapid growth in volume terms in 2023. This market expansion can be attributed to the rising population, primarily driven by the influx of Ukrainian refugees, contributing to Latvia's population growth. However,…

Polishes continue to see retail volume sales stagnate in 2023, as this category draws very limited consumer attention in Lithuania. In the main, locals prefer to use basic household products to clean the house. Since the COVID-19 pandemic, consumers…

Overall polishes remained on its downward trajectory in 2023 in terms of volume sales growth, with Macedonian consumers reprioritising their purchases and eliminating those products deemed to be unnecessary, which included polishes for the most part.…

Double-digit retail value growth was registered in 2023, boosted by rising price points, while retail volume growth remained positive in all areas, bar shoe and metal polish. Furniture polish saw the largest growth, with the purpose of furniture…

The demand for polishes continued on a downward trajectory in 2023. These products were considered non-essential or obsolete by a large share of the consumer base, especially younger people. Furthermore, substitution and cannibalisation continued to…

While retail value sales were positively impacted by price increases, leading to double-digit growth, retail volume sales of polishes in Serbia were challenged. Price growth and the decline in disposable incomes led consumers to forgo the purchases…

Polishes is seeing a negative volume slump, while value sales are supported by price hikes affecting categories across home care as a whole. Indeed, polishes represents a category which consumers can easily substitute – especially with the growing…

Inflationary pressures are propelling the growth of polishes sales in Slovenia, primarily driven by increased unit prices. With consumers becoming more cautious about their spending, they are opting for cheaper alternatives, such as ordinary cleaning…

While polishes recorded strong retail growth in 2023, retail volume sales struggled, declining in all areas, bar metal polish, which saw stagnate growth. The economic impact of the rising cost of living has undermined consumer confidence and…

Shoe polish recorded the slowest decline in volume sales within polishes overall in 2023. Despite changing consumer preferences and a trend towards sport and casual footwear that may require less frequent polishing, certain market segments still…

Surface care excluding wipes witnessed marginal retail volume growth in 2023, due to the maturity of this category and weaker demand in the face of price increases. The moderate growth of home care disinfectants is lifting sales across the entire…

Surface care in Bulgaria continued to decline in retail volume in 2023, much of which is the consequence of the category's unusual growth during the COVID-19 pandemic. As a result, sales are declining in comparison as usage returns to pre-pandemic…