Reckitt Benckiser Group Plc In Home Care

Company Profile

About This Report

Jun 2018

Following the 2017 acquisition of Mead Johnson, Reckitt Benckiser’s reorganisation of its business into two units - Health and Hygiene Home - further underlined its strategic shift towards becoming a consumer health-focused company. This profile analyses the compatibility of the company’s home care operations with its broader strategic vision, considering areas of potential synergy and integration, as well as examining the role of home care in its geographic expansion.

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Reckitt Benckiser Group Plc In Home Care

Euromonitor International's report on Reckitt Benckiser Group Plc delivers a detailed strategic analysis of the company's business, examining its performance in the Toilet Care market and the global economy.

Company and market share data provide a detailed look at the financial position of Reckitt Benckiser Group Plc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Reckitt Benckiser Group Plc.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Reckitt Benckiser Group Plc provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Toilet Care research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the report


Strategic Evaluation

Key company facts
Financial performance 2017
Challenging conditions for key home care brands in FY2017
Financial performance Q1 2018
SWOT: Reckitt Benckiser Group Plc
Strategic objectives and challenges

Competitive Positioning

P&G sees share decline, as Unilever and SC Johnson gain ground
Movement up top, as leaders grow in significance
Lagging behind global market
Close rivalry with SC Johnson & Son
Head-to-head with world leader in developed markets

Market Assessment

Gradual reduction in developed market bias
Breadth provides potential for adaptation
Working to expand emerging market presence

Surface Care

Surface care potentially compatible with strategic vision
Strong presence in growth categories
Innovation targeting local demand central to brand development

Laundry Care

Growing emphasis on spot and stain removers
Return to growth in key category
Strong presence in spot and stain removers growth markets

Automatic Dishwashing

Positive performance in automatic dishwashing
Strong platform for expansion in automatic dishwashing
Responding to the particular conditions of the Chinese market

Potential in Other Categories

Health presents internal and external challenges in air care
Growth markets underline company’s issues in air care
Potential role for home insecticides in broader strategy
Opportunities in key toilet care markets

Brand Strategy

Strategic focus lies beyond home care
Key strategic brand

Brand strategy

Innovation and creative marketing behind Finish growth
Air Wick improves, but strategic role remains unclear


Reorganisation underlines strategic direction


Home care requires clear strategic role

Appendix: Competitor Analytics

Competitor Analytics tool
Market Overlap
Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models