The Procter & Gamble Co in Home Care

October 2021

Procter & Gamble is the leading global player in the home care market, with the majority of its value sales coming from its laundry care business. The pandemic has led to an uptake in the demand for hygiene products, offering growth potential for the company beyond its current category focus. The analysis in this report also elaborates on the company’s sustainability agenda and the various on-going sustainability initiatives founded over recent years.

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Euromonitor International's report on Procter & Gamble Co, The 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 Procter & Gamble Co, The, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Procter & Gamble Co, The.

This report examines:

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

A detailed SWPT analysis of Procter & Gamble Co, The 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
Procter & Gamble’s global footprint
Company overview
Growth decomposition

Exposure to Future Growth

Impact of COVID-19 on Procter & Gamble
Exposure to growth

Competitive Positioning

Procter & Gamble maintains market leadership in home care
Biggest competitor overlap between P&G and Henkel
Key categories and markets
Key brands
Importance of product claims in the face of elevated hygiene concern
Procter & Gamble launches new product line approved by EPA
P&G with relatively low penetration of antibacterial claims
Sustainability is a strategic priority for Procter & Gamble
Commitments and policies for use of plastics in packaging
Procter & Gamble is part of Alliance to End Plastic Waste
Holy Grail initiative looks to improve recyclability of plastic packaging
Company sees big role of unit dosing in reducing plastic waste
Additional savings on plastic through packaging shift to pouches
P&G expands use of Eco-Box packaging beyond Tide
Ariel launches campaign to encourage consumers to turn to cold wash
Tide follows suit in the US with a clear cold wash message
Tide branded washing machine launched as limited edition
Water scarcity has turned into a focus area for Procter & Gamble
50L Home: A cross-industry initiative led by P&G

Laundry Care

North America is P&G’s biggest laundry care market
Laundry detergents biggest value sales contributor globally
New Febreze branded fabric freshener launched in the US
Shift to liquid formats set to benefit P&G’s laundry care business


P&G now market leader for dishwashing in Latin America
Hand dishwashing still accounts for the lion’s share of category sales
Automatic dishwashing dominated by tablet format
Biggest growth potential remains in hand dishwashing

Surface Care

Heavy reliance on North America and Western Europe in surface care
P&G’s business spreads across all surface care categories
Swiffer brand holds market leadership in dry electro-static wipes
Procter & Gamble enters the US market for all purpose cleaning wipes
The US holds biggest future growth potential for P&G in surface care

Air Care

Febreze brand responsible for most of P&G’s air care revenue
Broad product variety in air care globally
High per capita spending on air care in the US to benefit P&G

Key Findings

Executive summary


Projected Company Sales: FAQs
Projected Company Sales: FAQs

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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