Unilever Group in Home Care

June 2021

Unilever is one of the leading global players in the home care market, with the majority of its value sales coming from its laundry business. The growing consumer focus on hygiene, due to the pandemic, especially in surface care, offers good growth potential for the company in this category. With sustainability at the heart of the company’s strategy, the report also looks at the various initiatives Unilever has been making in this regard within its home care business.

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Euromonitor International's report on Unilever Group 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 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 SWPT 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 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.

Scope of the Report



Executive summary

State of Play

Top companies at a glance
Unilever’s global footprint
Laundry care is the biggest contributor to Unilever’s business
Market momentum helps drive growth for Unilever

Exposure to Future Growth

Impact of COVID-19 on Unilever
Asia Pacific expected to be engine of value growth
Leading global players expected to maintain their market position

Competitive Positioning

Unilever marginally increases market share in 2020
Procter & Gamble is Unilever’s biggest competitor
Key categories and markets
Key brands

Company Strategy

Unilever Sustainable Living Plan makes way for Clean Future strategy
Sustainability efforts in packaging
A partnership to “close the loop” through AI technology
Unilever launches hygiene line extensions of existing brands
Unilever addresses need for effective but more natural home care supplies
Growing focus on hygiene draws attention to product claims
Online presence of hygiene attribute for surface care products
Building on existing brand names to expand product lines

Laundry Care

Asia Pacific remains key to Unilever’s laundry care business
Standard detergents retain popularity in developing markets
Emerging markets offer high growth potential
Unilever partners to produce laundry surfactants from recycled carbon


Asia Pacific also leads value sales of dishwashing
Hand dishwashing leads value sales for Unilever’s dishwashing business
Value-added attributes expected to drive value sales
Unilever invests in recyclable packaging in dishwashing

Surface Care

Western Europe is Unilever’s main surface care market
Broad variety within surface care globally
Indonesia market poised to offer dynamic growth

Toilet Care

Limited global presence in toilet care
Toilet liquids/foam is the preferred format
Moderate growth potential for toilet care

Key Findings

Executive summary


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

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