The World Market for Home Care

Delivery

This report comes in PPT.

Key Findings

Growth remains price-led, with limited volume recovery

Home care value growth stabilised in 2025, but volume expanded by only around 1%, highlighting continued reliance on pricing rather than underlying demand. Affordability pressures remain a constraint, limiting consumer ability to increase usage or trade up.

Developing markets drive the majority of expansion

Industry growth continues to be led by developing regions, which combine stronger growth rates with rising penetration and urbanisation. These markets are expected to generate most incremental value, benefitting from a lower per capita spend and more fragmented retail environments, leaving room for growth.

Category growth is concentrated but diversifying

Laundry care remains the primary growth engine, accounting for the largest share of incremental value. However, dishwashing and adjacent categories such as surface and toilet care are gaining importance, driven by increasing penetration, appliance adoption and evolving usage habits.

Competition intensifies as growth becomes more fragmented

Global leaders retain scale advantages, but regional players are gaining share in faster-growing markets. Private label and new entrants continue to intensify competition, particularly in price-sensitive environments and across both physical and digital retail channels.

Distribution shifts balance scale, value and growth channels

Large modern retail formats remain dominant in scale, but growth momentum is increasingly shifting towards e-commerce, discounters and more fragmented channels. This reflects the combined impact of affordability pressures, convenience-driven shopping and expanding access in developing markets.