Reckitt Benckiser Group Plc (Reckitt) in Home Care

June 2021

Reckitt is one of the top players in home care globally. Increased concerns over hygiene, consumer reliance on branded products and purpose-led marketing helped the company grow before and during the pandemic. This briefing analyses Reckitt’s performance in home care and the future growth areas of the product categories in which it operates. While sustainability is a key focus area for the company, the report also looks at various steps the company is taking across the value chain.

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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.

Scope of the Report



Executive summary


Top companies at a glance
Reckitt's global footprint
Surface care remains as the biggest and fastest growing category
Market share declines despite growth from market momentum

Exposure to Future Growth

Long-term focus on hygiene to benefit Reckitt
Developing markets to be key for Reckitt's growth
Reckitt expected to maintain its position in the forecast period

Competitive Positioning

R elative performance
Procter & Gamble and SC Johnson remain biggest competitors
Reckitt remains the leading global manufacturer of automatic dishwashing
Lysol and Finish are the company’s highest value brands
Reckitt competes against other global companies with relevant claims
Reckitt taking sustainable efforts forward by focusing on measuring and tracking
Product innovations by Reckitt are vetted for sustainability

Surface Care

Surface care continues to see significant growth from North America
Home care disinfectant remains an important product in surface care
Lysol first to have efficacy against SARS-CoV-2 approved by the EPA
Emerging markets will contribute strongly to the company’s business

Laundry Care

Western Europe, the biggest laundry care market, shows stagnating growth
Laundry aids dominates laundry detergents in top markets
Launch of plant-based laundry brand by Reckitt
In China, Reckitt generates awareness for comparatively newer category
Significant growth expected to come from developing markets
Vanish focusing on sustainable fashion


Western Europe brings in over half of Reckitt's dishwashing sales
Finish’s marketing focus on saving water
Finish’s packaging is changing to be more sustainable
Automatic dishwashing tablets remain popular in most markets
Turkey presents a significant opportunity in the forecast period

Air Care

Middle East and Africa gains prominence
Home seclusion drives growth for air care in most countries
New launch in air care focused on natural ingredients
Air care to benefit as remote working is likely to be a permanent change
US to remain an important market in the forecast period

Toilet Care

Asia Pacific contributes most to Reckitt's toilet care business since 2018
In-home consumption aids growth of toilet care products in most countries
Reckitt impacted due to home-made toilet care products in Brazil
India presents opportunity for growth in the forecast period

Key Findings

Executive summary


Projected Company Sales: FAQs
Projected Company Sales: FAQs

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