Despite a drop in inflation, a higher accumulated cost of living hampered consumer purchasing power. This in turn stimulated a trend towards multifunctionality with multi-purpose surface cleaners replacing the need for separate purchases of disinfectants, floor polishes and even air fresheners.
In 2024, the Honduran market registered lower inflation than in the previous two years, however, the prices of mass consumption products did not contract. As such, a higher accumulated cost of living continued to be a determining factor in influencing consumer purchasing behaviour.
Honduras continues to be the country with the greatest challenges in terms of economic development in Central America, showing high poverty rates and limited per capita income. Although the unemployment rate in 2024 remained close to 8%, a large part of the population generates its income in the informal sector of the economy.
In 2024, it was estimated that around 75% of the population in Honduras lived below the national poverty line, an indicator that worsened compared to the previous year when it was estimated at 72%. The middle-class, on the other hand, accounts for 18% and only a small percentage are considered high-income earners.
Supply and transportation chains for home care products operated relatively normally in 2024, except for some protests against the government of President Xiomara Castro over allegations of links to drug trafficking.
The Honduran market shows changes in generational preferences regarding home care products that are expected to become more pronounced over the forecast period. Younger Hondurans who are beginning to take on household chores show a tendency to opt for products that offer more efficient, practical, and less time-consuming solutions.
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Understand the latest market trends and future growth opportunities for the Home Care industry in Honduras with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitionsThis report originates from Passport, our Home Care research and analysis database.
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