Unilever Group in Home Care

Company Profile

About This Report

Jun 2019

This report discusses the current state of play of Unilever’s home care business on a global level, and gives a performance outlook for the years ahead. As one of the company’s focus areas, it has considerably increased its spending on sustainability, having committed its business operations, including production and usage of its products, to sustainability targets. Unilever has been involved with both acquiring companies to enter profitable niche markets and expanding its own brand portfolio.

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Unilever Group in Home Care

Euromonitor International's report on Unilever Group delivers a detailed strategic analysis of the company's business, examining its performance in the Toilet Care market and the global economy.

Company and market share data provide a detailed look at the financial position of Unilever Group, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Unilever Group.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Unilever Group 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 Toilet 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.

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Scope of the Report

Executive summary

State of Play

Top companies at a glance
Unilever’s global footprint
Laundry care is the growth engine behind Unilever’s success
The m ajority of growth derives from market momentum

Exposure to Future Growth

The growing middle-class in Asia Pacific is set to drive value growth
Top companies are expected to defend their position in the market

Competitive Positioning

Three of the top five companies see their market shares decline
Unilever’s biggest competitors are Procter & Gamble and Henkel
Key categories and markets
Key brands

Company Strategy

Unilever’s commitment to sustainability
Acquisition of Seventh Generation adds to “green” expertise
Acquisition of The Laundress – home care goes premium
Growing investment in eco-friendly product portfolio
Targeting consumer demand for both convenience and sustainability

Laundry Care

Asia Pacific most important to Unilever’s laundry care business
Standard detergents important in developing markets
Broad product variety within laundry aids globally
Biggest future growth areas found in emerging markets
Unilever expands direct-to-consumer efforts into laundry care


Expansion into North America through acquisition of Seventh Generation
Automatic dishwashing tablets are the main contributor to revenue
Hand dishwashing has the highest growth potential
Unilever’s laundry brand Omo moves into dishwashing

Surface Care

Western Europe is Unilever’s main surface care market
Indonesian market set to grow most dynamically

Toilet Care

The vast majority of Unilever’s toilet care sales are in Europe
Only limited growth potential in toilet care
Domestos’s “Cleaner Toilets, Brighter Futures” programme

Key Findings

Executive summary


Projected company s ales – FAQs (1)
Projected company s ales – FAQs (2)

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