World Market for Home Care

March 2023

This briefing explores global market developments in home care in light of recent developments. The current economic climate results in consumers re-evaluating and rationalising their spending. Over the forecast period, the industry is expected to recover from the decline in value sales witnessed in 2022. A section of the report is dedicated to the top six trends impacting the industry with the potential to disrupt. Sustainability is set to remain the main driver of change.

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This report comes in PPT.

Key Findings

Environmental responsibility as profit driver

Taking action on climate change is closely connected to reducing financial risks that arise from the expenses associated with damaged goods and lost sales. These consequences can have a detrimental effect on a company's profitability. In addition to managing financial risks, investing in sustainability offers an excellent opportunity for growth by enhancing the value of products and reducing costs through the more efficient use of resources during production and transportation.

Cold wash

In home care, most of the energy consumption happens in consumer homes at use stage. As household budgets are squeezed by general inflation and particularly with energy price increases, we sit on the threshold of what is likely to be another reduction in overall wash temperatures. 2022 has seen a strong uptake in product claims and brand positioning around the cost savings associated with low-temperature washing. With further improvements in detergent formulation, assuring strong performance despite lower temperatures, cold wash is set to remain one of the most influential industry trends over the forecast period.

Self-care and wellness

Consumers are in their homes a lot more. And they are rebuilding many aspects of home life around a greater sensitivity to wellness and self-care, from preferences in materials, colours, home fragrance, to growing demand for products free from potentially harmful chemicals with consumers expected to focus far more on irritants that need to be removed such as allergens and pollutants than is already the case. This provides opportunities but also poses challenges for the industry.

Alternative ingredients

Linked to a growing demand for product solutions supporting personal and environmental health, more than ever before, the industry is faced with the challenge of catering to hygiene, personal health and sustainability as long-term consumer priorities. In the context of home care formulation, microbial cleaning carries the potential of harmonizing divergent consumer priorities.

Alternative packaging

Plastic policies form a large part of sustainability strategies for leading home care players. Companies such as Procter & Gamble, Henkel, Unilever and Reckitt Benckiser are investing in tackling the plastic problem, and the approach can be varied. While for some players reuse and refill can be a focus, others are looking at ways to recycle plastic. From making better use of post-consumer recycled plastics to building circular economy structures to reduce virgin plastic demand, brands are looking at ways to reduce their plastic footprint.

Alternative formats

Consumer demand for convenience and the sustainability and profitability goals of major industry players are driving a shift in product formats within the home care sector. The emphasis is on unit dosing and higher detergent concentration, accompanied by reduced product quantity, resulting in improved profit margins. Developing markets are expected to see an increase in product concentration levels as a result of an industry push for format changes and reformulations.

Examining six trends shaping home care (1)
Post-pandemic slowdown in value sales due to inflationary pressures
Consumers are seeking value for money and cost-saving
Biggest growth potential lies in developing and emerging markets
Laundry care set to remain growth driver over the forecast period
Toilet care with massive potential in Asia Pacific region
Fastest growing categories and leading home care markets in 2022
Indonesia forecast to witness dynamic forecast growth
Discounters to benefit from economic conditions
Habit persistence and population are main drivers behind industry forecast growth
Domestic brands dominate home care sales in developing markets
Unilever with the strongest performance out of the top 10 home care companies
Whealthfields Group with strong sales growth in the Chinese market
Examining six trends shaping home care (2)
Environmental and personal health trends compete with cost-cutting efforts in the mid term
An inflection point: Sustainability goals are now profitable goals
Environmental responsibility as profit driver (1)
Environmental responsibility as profit driver (2)
Cold wash (1)
Cold wash (2)
Cold wash (3)
Self-care and wellness (1)
Self-care and wellness (2)
Alternative ingredients (1)
Alternative ingredients (2)
Alternative ingredients (3)
Alternative ingredients (4)
Alternative ingredients (5)
Alternative packaging (1)
Alternative packaging (2)
Alternative packaging (3)
Alternative formats (1)
Alternative formats (2)
Alternative formats (3)
Global snapshot of laundry care
Global snapshot of dishwashing
Global snapshot of surface care
Global snapshot of air care
Global snapshot of home insecticides
Global snapshot of toilet care
Global snapshot of bleach
Global snapshot of polishes
Regional snapshot: Asia Pacific
Regional snapshot: North America
Regional snapshot: Western Europe
Regional snapshot: Latin America
Regional snapshot: Middle East and Africa
Regional snapshot: Eastern Europe
Regional snapshot: Australasia

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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