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.
This report comes in PPT.
The global market for home care saw another year of growth in 2024, with value growth increasingly dominated by rapidly expanding but low per capita expenditure consumer markets in developing markets in Asia Pacific and the Middle East and Africa. North America faces value contraction entering 2025, as higher retail prices have led to down-trading and downsizing.
Since the pandemic ended, global home care revenue gains have largely stemmed from price increases. In 2025, persistent inflation and cost-of-living pressures will continue to dictate consumer purchasing, favouring local brands and private label. Premium brands must navigate the delicate balance between affordability and product innovation within this demanding market.
The established market leadership of large multinational manufacturers, such as Procter & Gamble, is facing unprecedented competition. Specifically, regional brands within emerging markets are gaining market share. Additionally, direct-to-consumer brands, along with entities from adjacent sectors like beauty and personal care, are entering the home care market, intensifying competition across both online and physical retail channels.
Over 2025-2029, the industry is anticipated to see a dual-paced growth pattern. In established markets, expansion will be predicated on premiumisation, through the introduction of innovative functional products and novel formats. Conversely, in developing markets, growth will be propelled by improved availability, tailored to meet specific local demands and economic circumstances.
While the changing geography of growth in global home care will ensure that independent small grocers and a more fragmented, informal retail landscape will play a sustained role in distribution, modern retail and e-commerce will form a larger part of home care, also expanding beyond higher income markets, supporting growth through increased product variety and availability.
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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