India’s surface care market remains characterised by low brand stickiness, largely owing to high functional overlap between products and the dominance of price-sensitive purchasing behaviour. With most offerings fulfilling similar basic needs such as disinfection, grease removal, and general cleaning consumers frequently switch between brands based on promotional offers, availability, and packaging formats. The proliferation of multipurpose cleaners that span surfaces including floors, kitchens,

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

Surface care in Germany recorded further current value growth in 2024, supported by rising unit prices as a result of new product development. Local consumers are increasingly attracted to innovative formulations and unique fragrances that enhance the cleaning experience and help differentiate products in a competitive landscape. German consumers generally fall into two groups when it comes to surface care. One group prioritises efficiency and is willing to pay a premium for perceived more effec

Surface care continued to record mid-single-digit current value sales growth in Austria in 2024, primarily driven by average unit price increases. The demand for cleanliness and hygiene remained at a high level, maintaining overall volume sales. However, increasingly busy lifestyles reduced the amount of time local consumers were willing to spend on cleaning activities. After intense cleaning routines during the pandemic, the frequency and intensity of cleaning has returned to a more moderate le

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.

Surface care saw another year of stable retail current value growth in the US in 2024. Multi-purpose cleaners stood out again in this year as a growth leader within surface care, seeing the highest value increase, excluding home care wipes. Driven by portfolio diversification by several brands, as well as an overarching consumer trend towards the simplification of products and all-in-one solutions, the growth of multi-purpose cleaners has not abated. In 2023, 33% of all US surface care product l

Multi-purpose cleaners dominate retail value sales of surface care in Cameroon, with floor cleaners accounting for most of the remainder. Moreover, the former were among the top performers in terms of retail current value sales growth during 2024. 3-in-1 multipurpose cleaners are trending. For instance, the Madar Group discontinued its hand dishwashing product and re-introduced its multi-purpose cleaner as a 3-in-1 option earlier in the review period, while Colgate-Palmolive Pax is positioned fo

Young couples in Tunisia are supporting sales of surface care products, especially in modern grocery retailers. These consumers are more conscious of the benefits and specific uses of surface care products, unlike the older generation who traditionally rely on multipurpose products like bleach and hand dishwashing liquids to clean surfaces. Young adults tend to be more educated and informed about the advantages of surface care products, using social media and forums to investigate new brands and

Multi-purpose cleaners was the most dynamic category in surface in 2024 in current value and retail volume terms. With growing awareness around hygiene and cleanliness in the post-pandemic era, Kenyan households have shown an increased preference for versatile cleaning products that can be used across various surfaces.

Surface care in Morocco posted further growth in retail volume and current value sales in 2024. Surface care has a highly fragmented competitive landscape characterised by intense competition among a large number of brands. Mosaic or tiles continued to dominate floor, kitchen and bathroom countertops due to the hot weather in the country; therefore, most households use floor cleaners at least twice a week. Floor cleaners is fragmented with intensifying competition, which makes it more active in

In 2024, surface care in Nigeria recorded a retail volume decline of 4%, as poor economic conditions, characterised by high inflation, led to a reduction in demand. The significant increase in unit prices, with the average price rising by over 100% between 2022 and 2024, also had a negative impact on demand. While surface care products are often viewed as essential, demand was reduced due to the use of bleach and laundry detergents as substitutes, particularly when economic conditions were poor.

In 2024, surface care continued to see strong retail volume growth, as well as very fast retail current value sales growth, albeit the latter was supported by the impact of inflationary pressure on prices. Retail volume demand was driven by a continued focus on cleanliness and preventative hygiene in the aftermath of the COVID-19 pandemic. Heightened consumer awareness of illnesses and diseases has led to the widespread adoption of surface care products in Pakistan, even among lower-income house

Demand for surface care in Hong Kong remained above pre-pandemic levels in 2024, driven by home care disinfectants, multi-purpose cleaners, bathroom cleaners, drain openers and floor cleaners. Hence, manufacturers continued to launch various products aimed at appealing to a wider consumer base with diversified demands under a subtropical climate. The latter meant that local consumers particularly showed greater interest in bathroom cleaners, especially those targeting mildew removal.

Surface care maintained solid retail current value growth in Taiwan in 2024, with bathroom cleaners seeing a particularly strong increase. Due to the hotter and more humid climate in the spring and summer seasons in 2024, Taiwanese consumers purchased more bathroom cleaners, especially those targeted towards mildew removal. Growth can also be attributed to the constant launch of new product formulae and fragrances. Bathroom cleaners also accounted for the highest retail sales within surface care

Retail volume and current value sales of surface care continued to rise at a robust pace in 2024, supported by a decrease in low-level smuggling from Argentina to Uruguay. However, retail constant value sales of surface care continued to decline, albeit at a slower rate than in 2023. Moreover, growth in retail current value sales remained below the compound annual growth rate for the review period, as COVID-19 had driven exceptionally strong growth in 2020.

After having contracted over 2022-2023, surface care retail volume sales in North Macedonia grew at a robust pace in 2024, with all categories posting improved results in this respect. The turnaround was underpinned by the easing of cost-of-living pressures as the recent spike in inflation subsided, which made consumers less likely to rein in their use of essential product types and more willing to buy items that are not considered necessities but can reduce the amount of time and effort require

Surface care in Georgia saw steady growth in volume sales in 2024, supported by the country’s economic growth and the continuous development of modern retail channels. The expansion of organised store-based retail outlets has made surface care products more accessible to a broader consumer base, contributing to the overall growth of the category.

Market dynamics in Uzbekistan’s surface care category have been significantly shaped by external factors, with pricing and supply chain logistics having an impact in 2024. During the year surface care saw price increases ranging from 20% to 30%, largely driven by supply chain disruptions stemming from updated regulations for imports.

In Guatemala in 2024, surface care product prices saw a modest increase compared to previous years. This trend was influenced significantly by the stabilisation of raw material and ingredient costs, which contributed to the normalisation of pricing across the category. Interestingly, while some product segments experienced slight price increases, subcategories such as all-purpose cleaning wipes, home care disinfectants, and oven cleaners recorded price decreases. Multi-purpose cleaners continued

The surface care category saw growth in volume terms in 2024, driven largely by the ongoing development of retail trade in Kazakhstan. The expansion of supermarkets is not limited to the country’s capital but is also evident across regional centres, creating more points of sale and increasing accessibility for consumers. This broader retail footprint is contributing to the rise in surface care sales as products become more readily available to a growing customer base.

Value and volume sales were largely unchanged for surface care in Ecuador in 2024. 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. As such, with consumers being highly price sensitive, multi-purpose cleaners remained one of the best-selling products within surface care. Multi-purpose cleaners are seen as more ec

Surface care in the Philippines saw low growth rates in both retail volume and current value terms in 2024. The pandemic raised public awareness regarding the significance of hygiene and sanitisation, and even though the pandemic is now over, sales of surface care products have continued to rise. Many households have adopted the practice of regular cleaning as a habit, making sure that they thoroughly disinfect and sanitise their homes. Home is a place of comfort and peace, where consumers can f

Multi-purpose cleaners are becoming increasingly popular in Finland as consumers look for convenient and versatile surface care solutions. Instead of purchasing multiple specialised products, many households prefer a single, multi-functional cleaner that can be used on various surfaces, making cleaning routines simpler and more efficient. To meet this demand, brands are expanding their offerings with new product launches featuring a variety of scents, catering to consumers who seek both effectiv

In 2024, surface care in Japan experienced marginal retail current value growth, despite consumers spending more time outside the home, mainly driven by rising prices, along with the premiumisation of products. The value growth of surface care largely depended on the enhancement of product functions and improvements in the user experience.