Top 10 Trends in Home Care

June 2017

Home care is a broad and varied industry with high penetration rates right across the income spectrum. Regardless of its great variety there are a number of truly global trends which we can identify as manufacture led, socially led, economically led and demographically led. The following document forms a review of our top ten.

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Rising income to trigger new needs in home cleaning

A positive correlation is found between income and home care spending per household as indicated by the 2% decrease in disposable income of Western Europe households and the simultaneous 1.5% decrease of home care expenditure over 2011-2016.

New family dynamics to impact product development and targeting

While at global level, couple with children remains the dominant household type, in Europe, single-person households outgrew couple with children in 2009-2010 for the first time. Due to urbanisation, age of first marriage being pushed back and high disposable income enabling the young population to live by themselves, the number of single-person households is expected to grow the fastest among all household types in both Western and Eastern Europe.

Forecast growth concentrated in Asia Pacific and MEA

Rapid urbanisation and growing disposable incomes have led to a shift from traditional to modern retailing in Asia Pacific and the Middle East and Africa, allowing international brands to more easily penetrate fast-growing markets. Hygiene concerns have also triggered home care sales as global brands have joined forces to raise awareness around the issue and to develop affordable cleaning solutions.

Emerging market characteristics to trigger growth

As Asia Pacific and the Middle East and Africa largely comprise emerging markets, rising population and GDP per capita are characteristic positive drivers for home care players in these markets. Moreover, habit persistence of consumers’ willingness to spend more on premium and added-value cleaning solutions will contribute to sales growth in these regions.

Introduction

Scope
Euromonitor International’s top 10 trends in home care
Home care in 2016
Rising income to trigger new needs in home cleaning
New family dynamics to impact product development and targeting

Growth Markets

Shifting market frontiers
Forecast growth concentrated in Asia Pacific and MEA
Emerging market characteristics to trigger growth

Private Label

Good value for money, a euphemism?
Structural disruption
Further development in Eastern Europe and Asia Pacific

Shopping Reinvented

A digital marketplace
Online disruption? Not for home care yet…
Fragmenting the grocery basket to give online full power

Hygiene

Going to war with bacteria
Home care playing doctor?
The rise of disposable

Sensory

Olfactics : A new dimension to cleaning
Perfume for me and my home
Perfume for me and my laundry

Men in Cleaning

Home care players care about men
Who is cleaning the house now?
Targeting unmarried men with high income in home care

Convenience

Time as a commodity
Save time and energy with tablets
A taste for multi-purpose

Shift in Format

A sign of modernisation
Shift in laundry detergents format of choice
Almost unanimity for dishwashing tablets

Drive for Compaction

Manufacturers’ action
How concentrated can it go?
Income driving level of concentration?

Cold Washing

A matter for home care, apparel, appliances and much more…
Global average laundry temperatures in 2015
Key low temperature drivers

Conclusions

Conclusion (1): Effect size of drivers on home care demand
Conclusion (2): Effect size of drivers on home care demand
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