Top Five Trends in Toys and Games

Delivery

This report comes in PPT.

Key Findings

Home care's growth engine is increasingly digital, but offline remains dominant

In 2025, retail offline still accounted for 83.5% of global home care sales, reflecting the category's close integration into routine grocery shopping missions. However, retail e-commerce continues to outperform the wider industry, supported by subscriptions, larger pack sizes, improved fulfilment and increasing consumer willingness to replenish household essentials online.

Value-led retail formats are reshaping offline retail competition

Discounters and warehouse clubs are among the fastest-growing channels in home care, benefiting from continued consumer focus on affordability and rising acceptance of private label products. Western Europe remains the largest discounter market globally, while emerging markets are generating the strongest growth as modern value retail expands its reach.

E-commerce is becoming a core route to market for home care

Online growth is increasingly being driven by convenience, fulfilment speed and recurring purchasing rather than one-off promotional events. Marketplaces, omnichannel grocery retailers and subscription-based models are strengthening e-commerce's role in everyday household purchasing, reinforcing its importance within long-term home care growth strategies.

Retail ecosystems are concentrating influence among a handful of global players

Amazon remains the largest home care e-commerce retailer globally, while Walmart is gaining momentum through omnichannel expansion. In Asia, Alibaba, Douyin and Taobao Flash are reshaping consumer journeys through social commerce, content-driven discovery and instant retail, increasing retailer influence over how products are discovered and purchased.

Physical retail remains critical, even as retail models evolve

Despite rapid e-commerce growth, home care will remain fundamentally anchored in physical retail. Even digitally native brands are increasingly expanding into stores to reach mainstream consumers and capture replenishment-driven purchasing occasions. Over the longer term, growth will be shaped not by the replacement of physical retail, but by the integration of stores, digital ecosystems, subscriptions and automated replenishment models.