Western Europe

Consumers are facing increased pressure from rising prices as global inflation reaches 7% in 2023. The impact of higher costs of living is felt from top earners in developed markets to struggling households in emerging and developing countries.…

In 2023, a decline in the amount of time spent at home post-pandemic led to a concomitant reduction in the use of air care products, thereby constraining volume growth in this area. Economic uncertainties and inflation also prompted local consumers…

Volume sales for air care in Belgian continued to fall in 2023, with the category’s products widely regarded as non-essential and thus not included on the shopping list for the many households grappling with tighter spending budgets. Inflationary…

Air care did not escape the spike in retail current unit prices in 2022 and 2023 due to high inflationary pressure. As in other home care categories, this brought higher inputs costs (energy, materials, labour, shipping, etc) and resulted in…

High price growth in 2023 results in decreasing volume sales of air care as Finns continue to cut spending on non-essential home care products. The declining demand for air care is also linked to a growing trend towards sustainability. Consumers…

Sales of air care continued to decline in retail volume terms in 2023. Air care is not generally considered an essential product and therefore as France's economy came under growing pressure in 2022 and 2023 demand continued to drop with consumers…

In 2023, there was reduced use of air care in Germany due to greater mobility post-pandemic, especially when compared to previous years when consumers spent greater time indoors. The category was mainly driven by replacements rather than new…

Air care is a discretionary category, thus is facing the challenges of offering non-essential products in a time of economic uncertainty and inflationary pressures. That said, sales are still managing to show positive volume and value growth, albeit…

While retail value sales posted a positive performance in 2023, this was driven by rising inflation and increased price points across air care. In comparison, retail volume sales struggled, as higher price points saw consumers reducing their…

Throughout 2022 and 2023, sales of air care products were negatively impacted by tough economic conditions, which saw cash-strapped consumers seek to rationalise their expenditure by switching away from non-essential products. This was accompanied by…

Norwegians tend to prefer clean, natural and scent-free homes, and many do not deem air care to be a necessity. Moreover, concerns over the impact of harmful chemicals on personal health and the environment placed a downward pressure on sales of air…

The air care category performed well in both value and volume terms in 2023. The increased relevance that the home environment gained during the COVID-19 crisis continued at the end of the review period, favouring the development of the air care…

Compared to many other areas of home care, air care was relatively resilient to inflationary pressures, reporting a slight increase in retail volume. During the pandemic, long periods of home seclusion changed the way many people viewed their living…

Household sustainability and environmental awareness drive a demand for natural ingredient air care products. Manufacturers respond with innovations, such as the 2023 launch of Air Wick Active Fresh Room Spray, a spray/aerosol air freshener…

With consumers spending more time at home during the COVID-19 crisis, demand for air care increased. People looked to improve the ambience of their home, removing bad smells and replacing them with ones that could enhance the home environment and…

Dutch consumers are increasingly aware of the harmful effects of chemicals on their health and look to refrain from buying air care products that might potentially emit harmful chemicals, opting for more natural solutions instead. As a consequence,…

Air care was one of the top performers in home care in 2023, recording the third highest retail value growth after surface care and home insecticides. In terms of volume, the only formats experiencing volume declines were gel air fresheners and car…

In 2023, the prices of air care products experienced a significant rise, driven by the devaluation of the Turkish Lira. This devaluation led to higher expenses in importing, producing, and distributing these products, compelling manufacturers to…

Post-COVID-19, sales of bleach have been declining in Austria due to growing consumer concerns about its strong chemical composition. During the pandemic, local consumers sought strong cleaners to reduce the risk of infection. Although many consumers…

Bleach witnessed a remarkable turnaround in fortunes in 2020 with it seen as an affordable and effective home care solution. This dynamism was short lived however with sales tumbling in 2021 and 2022 as restrictions were eased and then lifted, and…

Bleach witnessed a spike in retail volume sales in 2020 in light of the outbreak of the COVID-19 pandemic as households prioritised cleanliness and hygiene in the face of the virus threat. However, demand has normalised and returned to pre-pandemic…

Bleach records a decline in volume sales as safety becomes a major concern. Growing awareness of the harmful impact of bleach on health and the environment prompts health-conscious consumers to switch to less harmful home care products. Bleach is now…

Sales of bleach declined in retail volume terms in 2023 with value growth largely due to price rises rather than an increase in demand. Nonetheless, while volume sales continued to decline in 2023 this was at a slower pace than expected, as rising…

Bleach in Germany, despite its effective disinfecting properties, has fallen out of favour with the majority of local consumers due to its perception as a strong chemical. As a result, volume sales of bleach have been declining. This shift in…

Despite bleach remaining in a volume slump and suffering from maturity, the category is actually somewhat benefitting from consumers' reduced purchasing power. Essentially, bleach offers a cheap and effective cleaning solution, despite its negative…

While bleach saw rising value sales aligned with increased price points, retail volume sales continued to decline in 2023. With COVID-19 concerns no longer driving sales, the product is suffering from being mainly viewed as outdated and toxic.…

Volume sales of bleach continued to decline in 2023, although demand remained above pre-pandemic levels. Increasingly viewed as an old-fashioned product, bleach enjoyed a major resurgence in 2020, due to its well-recognised sanitising properties,…

Despite receiving a boost during the pandemic thanks to its well-recognised and effective sanitising properties, bleach is increasingly viewed as an old-fashioned product, and registered volume sales decline once again in 2023. Nevertheless, remains…

Bleach saw continued volume decline in 2023, though an older, generally lower-income, consumer group remained loyal to the category, preventing a stronger decline. Bleach is increasingly seen as old-fashioned and potentially harmful to human health…

Compared to other surface cleaning products, bleach has a lower unit price. Consequently, it was relatively unaffected by the reduction in consumer purchasing power in 2023, caused by the high cost of living, which forced many consumers to…

A continued upward trajectory in retail price points is evident, driven by escalating manufacturer and retailer input costs. Increased operating expenses, including material sourcing, rental levels, and salary costs, contribute to higher price…

Bleach continued to suffer from a bad image at the end of the review period. The product is seen as aggressive, potentially harmful to health and wellbeing, bad for the environment, and possibly damaging to many surfaces in the home. Bleach exists in…

With rising prices in 2023 consumers sought ways to save money whenever possible. Despite hefty price increases in 2022 and 2023, private label bleach products remained inexpensive. Bleach is still seen to be an effective cleaning product, and many…

Bleach continued to register declining retail volume sales in 2023, with overall demand falling in comparison to previous years, as UK consumers are favouring multipurpose cleaners with disinfectant properties. Due to the cost-of-living crisis,…

Bleach is a traditional, essential product within the Turkish home care market, consistently maintaining strong sales. The sales growth of bleach products generally exhibits steady patterns without significant fluctuations. Therefore, while bad…

The briefing introduces the Cities Households Necessities Spending Index. The index ranks 1,075 cities by household expenditure on non-discretionary items, namely food, housing, and clothing and footwear. This analysis focuses on 160 major cities.…

In the upcoming years, consumers and businesses face an array of challenges, with income inequality, mass migration and rising uncertainty about another crisis being among the major ones. Nevertheless, within this lie untapped opportunities. This…

In 2023, dishwashing saw moderate current growth, mostly driven by hand dishwashing products. Post-pandemic, there has been a decline in volume sales as local consumers spend more time dining out, reduce the number of meals prepared and eaten at home…

Dishwashing in Belgium is a fairly mature category and not especially susceptible to trends, sustaining stability in terms of volume sales. A previous decline turned to positive growth in 2023, which was somewhat curbed thanks to rising energy costs…

Inflation continued to translate into higher retail price points in 2023. Higher manufacturer and retailer input costs, for example, increased operating costs like material sourcing, rental levels and salary costs, leading to higher price points.…

Dishwashing has been adversely affected by price growth, leading consumers to adopt more economical practices. Users of automatic dishwashing machines are opting for full loads to maximise efficiency. Some consumers are downgrading from all-inclusive…

With households seeing a drop in their disposable income in 2023 promotions became the number one driver of sales of dishwashing products. Many people stocked up on supplies when there were attractive prices on offer, meaning that volume sales tended…

In 2023, value sales of dishwashing in Germany continued to grow, primarily influenced by inflationary pressures that led to a rise in unit prices. Among the different formats, automatic dishwashing tablets retained the highest value share, while…

Dishwashing is booming in value growth, driven by price hikes caused by increased costs for manufacturers and inflation overall. On the other hand, volume remains stable, albeit at low growth rates. This is because many dishwashing products are…

Many consumers consider dishwashers an essential home appliance in Ireland, with many aware of the eco-benefits of using dishwashers above hand washing. In addition, many consumers look to use dishwashing products more sustainably, waiting for a full…

Dishwashing in Italy saw strong growth doing the pandemic, but in 2023 sales continued to normalise as consumers continued to return to pre-pandemic routines, spending more time dining in foodservice channels and with friends and family, and less…

Orkla continued to dominate dishwashing in 2023, supported by its Sun and Zalo brands, which led in automatic dishwashing and hand dishwashing, respectively. While these two brands lost value share during the review period, this was due partially to…

The dishwashing category has benefited from consumers returning to home cooking or choosing food delivery/takeaways instead of going to restaurants. This has been visible with the continued trend towards consumers taking meals from home to eat in the…

Dishwashing products in Spain registered only marginal growth in retail volume terms in 2023. This was partly attributable to the high cost of living, which forced many consumers to modify their daily cleaning habits, in order to reduce their water…

Significant strides have been made in incremental efficacy improvements to alleviate household chores. A notable example is the hand dishwashing brand, Yes Max Power, which claims to require four times less scrubbing on tough grease compared to its…