This report examines retailing shifts in the home care industry between 2015 and 2020 including the impact of the COVID-19 pandemic on industry performance and on sales across non-store and store-based retailing.
The home care industry has seen value sales growth slow down overall, with the increasing penetration of discounters pushing down overall unit prices, despite their accounting for only 5% of global sales. Asia Pacific remains the key growth region, with rising incomes being the core driver.
Home care remains a traditional sector in many respects in terms of purchasing behaviour, with grocery channels commanding the leading share in all regions and accounting for 74% of global value sales. However, modern grocery channels are most common in Europe, North America and Australasia whereas traditional channels prevail in Asia Pacific, Latin America and the Middle East and Africa.
Online sales remain a niche channel, despite strong growth, with internet retailing’s share standing at 4% in 2018 – significantly lower than in other fmcg industries. However, growth is expected to accelerate in the forecast period, as the popularity of subscription models rises and voice commerce becomes a viable way for home care brands to engage directly with consumers.
Private label underdeveloped outside Western Europe, with opportunities in North America and Australasia
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