Home Care

Polishes is a relatively uninteresting category, which is suffering from being a discretionary product in a time of economic pressures. Added to which, polishes has also been affected by price hikes, alongside the category not having a great deal of…

In 2023, busier lifestyles compounded the ongoing decline in demand for polishes in Germany, reflecting changing cleaning habits. With less time spent at home and more hectic lives, local consumers increasingly favour quicker and easier alternatives,…

Sales of polishes continued to decline in retail volume terms in 2023, following a long-term downward trend. Essentially, polishes are seen as products which can be easily replaced in home care, which falls in line with the rising popularity of…

High volume price growth continues to impede the volume sales growth of polishes in 2023. Consumers are prioritising necessary home care products over polishes, leading to a decline in their usage. The popularity of non-wood materials for furniture…

Consistent with observations across home care, polishes in Denmark witnessed strong increases in retail current unit prices towards the end of the review period, including 2023. Still relatively high inflation amid higher input costs (energy,…

Sales of polishes had been on a downward trajectory for over a decade when the COVID-19 crisis hit Belgium with many consumers no longer investing in polishes. The category experienced an unexpected turnaround in fortunes in 2020 due to people…

In 2023, polishes saw continued volume decline, having received a boost during the pandemic when local consumers spent more time at home. Due to busy schedules, local consumers have less time available for deep cleaning and polishing their households…

Laundry care has been recording modest year-on-year real value growth of late in Western Europe, with this remaining the case in 2020. Growth is being primarily driven by liquid tablet detergents and concentrated liquid detergents. Coronavirus…

In 2023, retail value sales growth was extremely high, driven by rising prices across laundry products. Retail volume sales also remained positive, bolstered by laundry detergents registering high volume growth thanks to consumer bulk purchases.

Laundry care experienced growth in both retail volume and current value terms in the UK in 2023. Greater demand was driven by greater mobility, as consumers have returned to their normal lives. Alongside consumers needing to wash their clothes more…

2023 saw private label players in laundry care strive to emphasise their strides forward in terms of sustainability, particularly in relation to product ingredients and the possibility of cool washes. A growing number of Dutch consumers were…

Liquid tablet detergents posted the strongest performance in laundry care in 2023 due to the high level of convenience offered by the category, as well as many other advantages, including the fact that these products do not take up much storage…

Inflation, driven by increased manufacturer input costs, is being transferred to households through elevated retail price points, placing a strain on household finances. It is evident that households are prioritising price value and seeking…

The Spanish market for laundry care experienced a decline in retail volume terms in 2023. This was partly due to a change in laundry habits, in light of the high cost of living, as consumers looked to control their energy bills and make more…

In 2023, laundry care current value growth was driven largely by price increases. Laundry detergents saw above average price rises, not only due to upward price movements, but also to a decline in visible promotional activity, which was less frequent…

The persistent high inflationary conditions of 2023 dampened consumer purchasing power, and demand for laundry care products fell for the third consecutive year. This was in marked contrast to 2020, when laundry care products saw positive growth in…

Demand for laundry care products continued to fall in Italy in 2023, as consumers maintained the less rigorous washing and sanitation regimes practised pre-pandemic. Reduced anxiety over catching the virus, along with rising electricity costs and…

In 2023, laundry care saw a decline in retail volume growth as retail value sales were bolstered by rising inflation and high price points. Furthermore, as hygiene concerns diminished following COVID-19, Irish consumers were returning to pre-pandemic…

Despite laundry care remaining in a negative volume slump, value sales remain supported by the higher prices in the category, as the notable players are big global names. Indeed, Procter & Gamble Hellas SA and Unilever Hellas SA are the top two…

Value sales of laundry care, the largest category in German home care, continued to grow in 2023, albeit at a slower pace compared to the previous year. The most substantial growth within laundry care was observed in liquid tablet detergents and…

Sales of laundry care declined in retail volume terms as economic pressures and price rises pushed consumers to make savings. However, the essential character of laundry detergents means it is hard for consumers to significantly reduce their use of…

Laundry care has been adversely affected by rising prices, prompting Finns to adopt energy and water-saving practices. Consumers are prioritising full-capacity loads and opting for low-temperature washing cycles. Despite the overall decline, laundry…

Retail current value sales of laundry care continued to increase in 2023, supported by inflationary pressure, as retail volume sales continued to drop. Overall, increases in the cost of raw materials, shipping costs, labour wages and energy have led…

Following on from 2022’s rapid decline, laundry care in Belgium saw an even deeper descent in terms of volume sales in 2023, despite players’ increased investment in offering promotions to bump volume sales, including buy-one-get-one-free, and…

In 2023, laundry care saw healthy current value growth, primarily driven by the introduction of innovative products, particularly within the categories of laundry detergents and liquid fabric softeners. These products enabled local consumers to wash…

In 2023, Turkey received significantly higher rainfall than the average in May and June, which increased the insect population. Warnings were issued about the prevalence of invasive mosquitoes named 'Aedes Aegypti,' which were said to be unlike the…

Demand for home insecticides in the UK remained relatively stable in 2023, but very undynamic, as many of these products are considered to be of relatively little importance to consumers. Home insecticides are very season-dependent, as flying insects…

The Netherlands saw mixed weather during the spring and summer seasons of 2023, though the country did enjoy several weeks of sunny weather with high temperatures, supporting higher demand (with a slight slowdown in the decline in volume sales) for…

Home insecticides are highly seasonal products in Switzerland with sales peaking around the spring and summer months. This is when the country typically experiences warmer and more humid weather, which is generally when the insect population…

In 2023, home insecticides in Sweden experienced a notable trend of higher retail price points. This upward shift in prices can be primarily ascribed to the escalating costs incurred by both manufacturers and retailers in the production and…

Home insecticides represented one of the strongest performers within home care in retail volume terms in 2023., This was partly attributable to soaring summer temperatures, due to the effects of climate change, which brought about an increase in the…

Home insecticides saw a slight fall in volume sales in 2023, with value growth mainly due to increasing prices and the fact that the electric segment put in a relatively strong performance. Despite the long and hot summer seen in the country in 2023,…

Sales of home insecticides were dominated by spray/aerosol insecticides again in 2023. However, these products are increasingly at odds with environmental concerns due to their chemical-based formulations. Indeed, a growing number of Norwegian…

The increasing frequency of high temperatures and periods of prolonged drought, followed by heavy showers, is believed to have encouraged the spread of insect infestations in Italy during the review period. In addition to the usual infestations in…

Retail value growth recorded double-digit sales in 2023, driven by rising price points and ongoing demand for insecticides. In 2023, Ireland's summer was the fifth warmest on record. This created conditions conducive to the spread of insects,…

Home insecticides is another category which is being impacted by price hikes, driven by high costs for manufacturers and inflationary pressures. Whilst players have aimed to absorb their own costs as much as possible, especially in light of the…

As temperatures in Germany rose in 2023, there was a noticeable increase in flying insects such as bumblebees and hornets in comparison to previous years. This surge in insect activity prompted demand for home insecticides, not only among households,…

Home insecticides continued to record growth in retail volume terms in 2023, continuing the pattern seen in the previous year. France experienced one of its hottest summers on record with the weather playing a key role in driving the demand for home…

High price increases in 2023 have negatively impacted the volume sales of insecticides. Consumers are now purchasing insecticides as needed, prioritising effectiveness in their selection process. Brand loyalty remains high in this category, with…

As in other categories of home care, inflationary pressure amid high input prices, supply chain disruptions, high freight costs and higher labour costs all informed upward movements in retail selling prices towards the end of the review period,…

Global warming has been creating environmental changes and conditions that have naturally had a significant and largely positive impact on demand for home insecticides in Belgium - the warmer climate is attracting more mosquitos and exotic insects.…

In Austria, the rise in insects attributed to increasing temperatures linked with climate change has led to a significant increase in the demand for insecticide baits in 2023. Hospitality and tourism operators have also sought methods to control…

In 2023, retail value growth in home care was significant, driven by rising inflation and increased unit prices.

While demand for home care continued to decline marginally in 2023, overall retail volume sales remained above pre-pandemic levels, as certain habits have persisted in the UK. The explanation for this decline is two-fold: greater mobility has seen…

Home care in the Netherlands rose in value terms but declined in volume terms in 2023. Inflationary pressures and reduced disposable incomes led Dutch consumers to strive to save money on their weekly shopping, with home care products offering…

The home care market in Switzerland saw volume sales decline in 2023, though it saw current value growth, driven largely by rising prices. Demand was dampened by the general impact of high rates of inflation on consumers' purchasing power, as well as…

The retail value of home care experienced growth in 2023, primarily driven by increasing retail price points. Conversely, when examining retail volume, home care witnessed a decline in sales throughout the year.

Demand for home care products in Spain continued to decline in 2023. This was partly attributable to the high cost of living in the aftermath of the COVID-19 crisis, compounded by impact of Russia's invasion of Ukraine, which forced many consumers to…

With home care volume sales declining slightly during the year, 2023 saw current value growth driven largely by inflation and the main players' price increases, on top of price rises that were already imposed by major players in the second half of…

Home care in Norway was significantly influenced by elevated retail pricing in 2023, which drove current value growth. Retail volume sales, however, saw a decline as local consumers facing constraints on their household budgets reduced their spending…