This report examines five key trends reshaping home care: The urgent need for sustainable home care practices addressing water scarcity and microplastic pollution; The increasing market influence of private label and direct-to-consumer brands; The growing consumer demand for wellness-focused products; The implications of the cold and quick wash trend in laundry; and The rising demand for smart cleaning solutions in connected homes. These shifts present both challenges and opportunities for the i

In 2024, bleach in Germany recorded low current value growth, while overall demand continued to decline, albeit by a slower rate compared to the previous year. This was mainly due to price-sensitive consumers turning to bleach as an affordable alternative to surface care. The average unit price of bleach remained stable in 2024, contributing to the slow performance in value growth terms. This trend resulted in bleach maintaining its position as a low-cost solution, allowing it to remain relevant

Bleach experienced a decline in demand and volume sales in Austria in 2024, which also adversely impacted current value sales. Despite overall price increases that mitigated the negative effects of consistently decreasing volume sales, these measures were insufficient to shift current value sales into positive territory.

In the global home care industry in 2025, emerging markets are driving value growth, while mature markets focus on premiumisation and functionality. Affordability concerns are shaping pricing and drive private label, while e-commerce gains traction. Local value and DTC brands are increasingly competing with multinational giants. Future growth depends on balancing cost, innovation and consumer trends, with opportunities in wellness, sustainability and convenience.

Volume sales of bleach in the US continued to see a strong decline in 2024, with retail current value sales also falling slightly, although not showing the same level of decline, due to inflation. This trend was mainly because an increasing number of consumers opted for multi-purpose cleaners instead of bleach. An increasing number of consumers are simplifying their cleaning routine by choosing the convenience and gentler cleaning capabilities of multi-purpose cleaners, reducing the need for mul

Retail current value sales of bleach grew at an accelerated rate in 2024. Price sensitivity in bleach is extremely high, as affordability remains the top priority of most Cameroonians when buying bleach. It is this heightened price consciousness that has continued to foster demand for powdered bleach, which is usually sold unbranded in 5g sachets at a price of around XAF50. Manufacturers have introduced pouches as an alternative, with market-leading brand La Croix (Colgate-Palmolive Co) particul

Bleach sales in Tunisia slowed in volume and current value terms over 2024, as consumers shifted away from bleach to more specialised products such as surface care. This trend was more noticeable in cities where there are a wider variety of products for different purposes. The rapid expansion of discounters, supermarkets and hypermarkets in the country has broadened the availability of surface care products that represent an alternative to bleach. Overall, bleach remains popular among the older

Bleach saw strong growth in retail volume and current value terms in 2024 with Reckitt Benckiser East Africa Ltd’s Jik brand remaining the clear leader in terms of value share. The strong growth being seen in bleach is, however, attracting new players and new products into the market. For example, in 2024 Omo launched a new lavender-scented bleach into the Kenyan market, aiming to stay ahead of the competition by combining innovation with a strong focus on the growing consumer preference for mor

In 2024, bleach in Nigeria recorded a retail value uplift of 66%, while retail volume sales remained positive at 1%. These positive results were seen despite challenging economic conditions characterised by high inflation. The increased average unit price by 65% between 2023 and 2024 (and by 130% between 2022 and 2024) had a negative impact on demand, making demand slow down significantly compared to the review period. However, the availability of products in smaller pack sizes, ranging from sma

In 2024, bleach in Morocco posted a second consecutive year of marginal decline in retail volume sales amid category maturity; although inflationary pressure on prices maintained a moderate rise in retail current value sales. Moreover, strong pressure on disposable incomes prompted several low-income consumers to switch back to parallel trade and unpackaged bleach. It should be noted that retail sales of bleach sold in bulk (unpackaged and unbranded products) accounted for a high share of consum

Retail volume sales of bleach continued to expand at a robust pace in 2024, while retail constant value sales rebounded, as inflationary pressure eased somewhat, particularly during the second half of the year. Despite the increasing use of detergents for stain removal, bleach remains a household staple in Pakistan, as its affordability and versatile use in cleaning and disinfecting make it indispensable for maintaining hygiene in the eyes of local consumers. Despite rising production and distri

Sales of bleach in Hong Kong continued to decline in 2024 in both retail volume and current value terms. Post-pandemic, a large number of consumers are now spending greater time outside of their homes. As a result, the number of consumers demanding bleach to help eliminate germs and maintain a hygienic living environment has decreased. After seeing a significant increase in 2020, demand had fallen below pre-pandemic levels by 2022, with this negative trajectory continuing into 2024.

The rate of growth in retail current value sales of bleach slowed significantly in 2023. Moreover, both retail constant value sales and retail volume sales declined. Having surged in 2020 due to COVID-19, retail volume sales declined steadily during the remainder of the review period, as the threat posed by the pandemic diminished. An improving economic situation also had a deleterious effect on demand for bleach in 2024, as the annual rate of inflation was brought within the central bank’s targ

Less anxiety as the pandemic ended, and using up of stockpiles led to declining retail volume sales of bleach in Taiwan in 2023, and this trend continued in 2024. As the pandemic faded from consumers’ memory, they were more likely to return to their previous consumption habit. In addition, some younger consumers have gradually turned to home care products other than bleach. In addition to surface care products, some consumers prefer to use cheaper multi-purpose cleaners such as baking soda, citr

In keeping with its performance over most of the review period, bleach in North Macedonia saw retail volume sales contract in 2024. Increasing concerns about the harmful effects of this product type on human health and the environment have caused usage levels to fall steadily in recent years, particularly among younger consumers. Moreover, the declining trend has been continuously reinforced by the growing availability of reasonably priced alternatives in surface care and toilet care that in add

Bleach usage has been declining in Finland for several years and shows no signs of stopping. Many consumers are increasingly aware of health risks like respiratory irritation and skin sensitivity, making them more hesitant to use bleach in their daily cleaning routines. There is also growing concern about its environmental impact, especially how it affects water systems and reacts with other chemicals. Instead of reaching for bleach, people are opting for gentler, eco-friendly alternatives that

The bleach category saw strong and steady growth in 2024, reflecting the stability of consumer habits in Uzbekistan. Chlorine-based cleaners - household staples for disinfection - continue to maintain consistent demand. The market dynamics for bleach have remained relatively unchanged, with local and Russian brands sustaining steady sales over time.

In 2024, the price of bleach in Guatemala experienced a notable decline, marking a reversal from the consistent upward trend observed in previous years when prices had registered significant increases. This shift was largely driven by the stabilisation of raw material and ingredient costs, which played a crucial role in normalising bleach prices across the market. In addition to this, both modern grocery retailers and small local grocers frequently implemented promotions and discounts throughout

The bleach category in Kazakhstan recorded stable, moderate growth in volume sales terms in 2024, influenced by ongoing economic uncertainty in the country, which was largely driven by geopolitical shifts on the global stage. In such conditions, consumers are drawn to bleach as an inexpensive and reliable disinfectant. Despite its strong odour, potential toxicity and questionable environmental impact, bleach remains a household staple due to its perceived effectiveness and affordability. Its pra

Bleach in Ecuador in 2024 registered a fall in both value and volume sales. A series of challenges adversely affected economic activity and dampened growth. This included a security crisis and a severe electricity crisis due to drought that hampered hydroelectricity production, leading to frequent blackouts. With heightened price sensitivity, more affordable private label gained, particularly as bleach is seen as a generic product, with little to differentiate between branded and private label

Even after an exceptional year of growth in 2023, bleach saw low retail volume growth in the Philippines in 2024, along with stronger retail current value growth. Many rural, low-income households continue to rely on bleach due to its affordability, whilst some lower-income urban consumers have also returned to using bleach for their cleaning needs due to rising living costs. For a long time, bleach has been known for its efficiency not just for laundry whitening, but also for efficiently cleani

Bleach in Georgia continued to hold its familiar place in many Georgian households in 2024, largely thanks to its affordability and strong appeal to cost-conscious consumers. Bleach’s low price makes it an attractive option for those seeking effective cleaning solutions without straining their budgets. Despite this, the category saw a slight decline in terms of volume sales growth in 2024, driven by its waning popularity and intensified competition from other surface cleaners. Georgian consumers

In 2024, bleach in Japan continued to experience declines in both retail volume and current value terms. In May 2023, the Japanese government reclassified COVID-19, downgrading it from a Class 2 disease, which posed an extremely high risk, to Class 5 status, similar to that of seasonal influenza. This change led to a relaxation of various health measures, giving the impression to society that the pandemic was over. Consequently, in 2023 and 2024 people ventured out more frequently and engaged in

Bleach in Slovenia continued to register positive growth in current value terms in 2024, although this was solely due to rising prices, a lingering effect from recent inflation. However, in volume terms, bleach is on the decline as consumers increasingly shift towards more eco-friendly surface care alternatives, driven by growing environmental awareness and sustainability concerns. The lack of dynamism in terms of innovation or new product launches is further impacting the performance of the ble