Home Care

Surface care saw a healthy increase in current value sales in 2023, driven by rising average unit prices, while overall volume sales saw a decline. Despite local consumers maintaining higher standards for hygiene and cleanliness post-pandemic, with…

Following a steep fall in 2022, volume sales in surface care remained under pressure in 2023. Inflation and the drop in disposable income for Belgian households meant that many consumers were careful about the amount of product they used when…

While showing signs of moderating, inflation remained an issue for the Danish economy at the end of the review period. From a review period perspective, inflation remained high in 2023, albeit below the 2022 peak rate. Inflation continued to have an…

2023 was a tough year for sales of surface care with volume sales declining while value growth was due to price increases rather than an increase in demand. With consumers’ disposable income being squeezed they were forced to rationalise their…

Surface care suffered a third consecutive year of declining volume sales in 2023, in contrast to the surge in demand seen in 2020. The advent of the COVID-19 virus in Italy had a very strong positive impact on retail sales in both volume and current…

The pandemic increased consumers’ hygiene awareness, leading to a surge in sales of surface care in 2020, when COVID-19 first emerged. Demand for surface care has continued to be strong since, with 2023 seeing higher sales than pre-pandemic levels,…

In 2023, toilet care saw some modest current value growth thanks to inflationary pressures increasing average unit prices. Despite the impact of inflation on unit prices, the focus on toilet care remains significant among Austrian consumers. The…

The outbreak of COVID-19 and the measures taken to contain it had a positive impact on sales of toilet care in 2020. With consumers working and studying from home they were using the toilet more frequently and thus this boosted demand for toilet…

Higher input costs continued to have a pronounced impact on retail price points, with strong increases noted during 2023. As inflation remained high, albeit lower than the 2022 peak, there was heightened consumer price-sensitivity. This underpinned a…

Toilet care was one of the few categories to see growth in retail volume terms in 2023. Rim blocks saw a return to growth in 2023 with sales benefiting from the convenience of these products as consumers returned to busy lifestyles away from the…

Consistent with trends across home care generally, volume sales of toilet care products declined in 2023. As inflation continued to rise, placing household incomes under intense pressure, consumers started to trade down to cheaper products. This…

Demand for toilet care products continued to decline significantly in 2023. The reasons for this decline are twofold: consumers are spending less time at home and thus have less time to focus on cleaning their houses, and secondly, multipurpose…

High price growth in 2023 results in decreasing volume sales of air care as Finns continue to cut spending on non-essential home care products. The declining demand for air care is also linked to a growing trend towards sustainability. Consumers…

Air care is a discretionary category, thus is facing the challenges of offering non-essential products in a time of economic uncertainty and inflationary pressures. That said, sales are still managing to show positive volume and value growth, albeit…

While retail value sales posted a positive performance in 2023, this was driven by rising inflation and increased price points across air care. In comparison, retail volume sales struggled, as higher price points saw consumers reducing their…

Norwegians tend to prefer clean, natural and scent-free homes, and many do not deem air care to be a necessity. Moreover, concerns over the impact of harmful chemicals on personal health and the environment placed a downward pressure on sales of air…

The air care category performed well in both value and volume terms in 2023. The increased relevance that the home environment gained during the COVID-19 crisis continued at the end of the review period, favouring the development of the air care…

Household sustainability and environmental awareness drive a demand for natural ingredient air care products. Manufacturers respond with innovations, such as the 2023 launch of Air Wick Active Fresh Room Spray, a spray/aerosol air freshener…

With consumers spending more time at home during the COVID-19 crisis, demand for air care increased. People looked to improve the ambience of their home, removing bad smells and replacing them with ones that could enhance the home environment and…

Dutch consumers are increasingly aware of the harmful effects of chemicals on their health and look to refrain from buying air care products that might potentially emit harmful chemicals, opting for more natural solutions instead. As a consequence,…