Reckitt Benckiser Group Plc (Reckitt) in Home Care

September 2022

As the third largest global player in the home care industry, Reckitt derives most of its revenue from surface care which is also the fastest growing category for the company. The company experienced growth through market momentum despite decline in market share. The company is focusing on combining deep consumer insights with science to grow through category growth while also investing in capabilities for expansion into new territories. Sustainability remains at the heart of the company’s futur

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This report comes in PPT.


Euromonitor International's report on Reckitt Benckiser Group Plc (RB) delivers a detailed strategic analysis of the company's business, examining its performance in the Home Care market and the global economy. Company and market share data provide a detailed look at the financial position of Reckitt Benckiser Group Plc (RB), while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Reckitt Benckiser Group Plc (RB).

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Reckitt Benckiser Group Plc (RB) 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 Home Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.


Executive summary

State of play

Top companies at a glance
Reckitt’s global footprint
Surface care remains biggest contributor to Reckitt’s business
Market share declines despite growth from market momentum

Exposure to future growth

Exposure to growth
Top companies expected to maintain their market position

Competitive positioning

R elative performance
Procter & Gamble and SC Johnson remain biggest competitors
Key categories and markets
Key brands

Company strategy

Reckitt evolves from brand-led innovation to category growth strategy
Reckitt’s brand act on new strategy
Reliance on consumer insights and science enables innovation for the company
Sustainability remains centre stage
Product ingredients and transparency: Launch of products with fewer chemicals
New product development pipeline revolves around sustainable innovations
Sustainable innovation to reduce plastic: Lysol Smart
Sustainable innovation through formulation: Veja Power Nature
Sustainable innovation through packaging: Finish
Reckitt focuses on digital transformation by building capabilities
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Surface care

North America remains biggest market for Reckitt’s surface care sales
Home care disinfectant remains biggest category in surface care
Dettol Tru Clean focuses on disinfection and sustainability

Surface Care

Developing/Emerging markets will contribute strongly to the company’s business

Laundry care

Western Europe, the biggest laundry care market, shows stagnating growth...
…due to limited presence in the category through laundry aids
Lysol’s Laundry Sanitizer, part of its “new spaces” strategy, commands over 80% of the market
Vanish Oxi Action 0% uses less chemicals
Other laundry aids in China expected to drive growth


Western Europe brings in over half of Reckitt's dishwashing sales
Automatic dishwashing tablets command over 70% of sales in the top markets
Finish 0% turns to nature for delivering powerful cleaning
Fast-developing automatic dishwashing tablets category to support growth

Air care

Australasia shows fastest growth for Reckitt’s air care products
Continued home seclusion and wellness trend push growth in most countries
Air Wick changes product design to be more sustainable
Key growth areas lie in developed markets

Toilet care

Asia Pacific remains biggest and fastest growing market for Reckitt’s toilet care products
Toilet liquids/foam continues to dominate Reckitt’s toilet care sales
India to remain important market for Reckitt’s toilet care
Harpic changes formulation and focuses on fighting counterfeit brands in India

Key findings

Key findings


Projected company sales: FAQs (1/2)
Projected company sales: FAQs (2/2)

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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