World Market for Home Care

March 2024

Home care faces challenges from high inflation, rising prices, and strained supply chains, leading to flat sales. High inflation reshapes habits, boosting private labels. Brands diversify portfolios and innovate for superiority. Industry tackles packaging waste, while D2C brands thrive, disrupting chains. Wellness subcategories grow, offering premium opportunities. Laundry stakeholders commit to emission cuts, with cold wash innovation vital for emerging market expansion.

EUR 1,375
Request More Information

Delivery

This report comes in PPT.

Key findings

Private label benefits from inflation, while brands respond through innovation

High and sustained inflation has shifted habits, and private label is performing better than it has previously and is expected to continue to perform strongly over the forecast period, as it has proven its ability to compete with brands on quality in more advanced product areas. Brands respond to consumer downtrading in part through portfolio diversification across different price tiers, but mostly through innovation towards maintaining and establishing product superiority across existing and new categories.

Brands are investing in new packaging solutions amidst the plastic pollution crisis

The industry is focused on packaging waste and balancing short-term recycling against long-term permanent solutions. An overarching direction is shared, and while all brands tend to at least do a little of everything, there are nuances and differences in priority across corporate policy and strategy. Cost pressures and pending regulations on extended producer responsibilities and circularity are set to drive further innovation in compaction, new packaging materials, and formats.

Direct-to-consumer brands are expanding into offline retail

Multiple D2C brands gained scale opportunities during the pandemic, the e-commerce boom, and the disruption of traditional supply. Following years of growth, some of these pure players are now breaking into retail and enter a new stage of profitable growth as they displace conventional rivals on the shelves.

Self-care products are growing faster over time, with solid long-term drivers

There are subcategories more closely associated with self-care at home where wellness is experiencing growing sales via faster growth rates. This presents an opportunity for brands to bond with consumers within an emotive subject and unlock premiumization opportunities. Beyond this, the lists of ingredients considered 'pro-health' and the list of materials and ingredients considered 'toxic' are also growing, driving inclusion and sometimes exclusion in the market.

Vested self-interest is driving laundry stakeholders toward cold wash solutions

All laundry stakeholders, from additives and appliances to apparel, have made significant promises regarding carbon emission reductions, partly driven by regulations, while maintaining ambitious growth targets. Automatic laundry can only expand beyond its current household penetration in emerging and developing countries if efficient cold wash is achieved, which is one of the reasons why there is considerable investment going into creating cold wash solutions.

Scope
Examining five trends shaping home care
Home care in the wider context of consumer goods and service industries
Moderate value growth in 2023 due to average unit price increase
Diverse performance across regions, with air care dominating growth in Asia Pacific
Emerging and developing countries main contributors to forecast growth
Laundry care set to remain growth driver over the forecast period
Markets in Asia Pacific with highest absolute period growth forecast
In Indonesia growth potential derives from high-paced category innovation
There are different possible macro scenarios depending on economic developments
Local brands dominate in emerging and developing countries
Unilever with the strongest performance out of the top 10 home care companies
Quimica Amparo: An example of a strong local player in Latin America
Examining five trends shaping home care
Private label in home care is growing across all regions globally
Inflation and product price increases are driving consumers towards private label
Leading grocery retailer Coop launches environmentally-friendly private label line
Marks & Spencer expands refill stations for own label home care products in the UK
Presence across different price tiers helps brands to retain consumers
Industry leaders combat downtrading by boosting category innovation
P&G’s growth strategy counts on innovation and product superiority
P&G invents new laundry additive category to encourage consumer spending
Unilever consolidates portfolio and increases investment in innovation
Unilever is first leading player in the market to add laundry sheets to its portfolio
Plastic packaging and recycling remains under elevated scrutiny
The cost implications of environmental inaction are strengthening
Managing costs is a big priority as monetary pressures persist driving packaging innovation
Packaging remains in focus for sustainable product development
Reuse offers plastic savings many magnitudes better than anything else
Refill and reuse solutions are being developed by leading home care players
Home care players experiment with paper-based packaging design
Detergent: Detersolín Protect in Spain highlights the “reduced plastic” benefit
Channel sales and growth in 2023: Direct-to-Consumer (D2C) channel gains are widespread
Clean Cult expands from DTC to Walmart stores in the US
A telling statement from the CEO of a strong D2C brand on D2C’s role in its growth journey
Rise of D2C brands is partly about post-COVID scale enabling successful entry in retail shops
Against a background of wellness, “home as sanctuary” evolves
Self-care solutions are already emerging beyond the basics, focusing on mood enhancement
Range structures for how self-care and wellness are manifesting in home care
Mood enhancing emerges as a consistent self-care experiential claim in premium positioning
Experimental aspects of fragrance in home care are being more widely understood
Febreze Mood Selection with wellness proposition around “setting the right mood” at home
Beauty care brand Diptyque expands into home care with line of cleaning products
We are going to more extreme efforts to prevent threats being invited into our sanctuary
Probiotics emerge as a way of marrying “natural” with efficacy
Recent product launches in the context of microbial cleaning
Faultless Brands: A new market entrant in the probiotic cleaning category
Inflation has put cold water washing back on the agenda as a strategic topic
The need to break our addiction to trying to achieve hygiene through heat
Ambitious emissions targets have set the stage for cold wash in detergency
There remains a lack of knowledge and perceived deficiencies around cold wash
Chemistry needs to improve to prevent overcompensating behaviour in cold washing
P&G and Novozymes develop bio-based cold wash enzyme for European market
Haier WashPass  launches smart laundry subscription with superior cold wash performance
Cold wash will proliferate with advanced mixing-in-the-moment
Superior performance from ingredient disaggregation is eroding industry silos
Combining soft water technology with mixing-in-the-moment will be groundbreaking
Cold wash will enable sustainability, democratise access to auto-washing and grow profits
Global snapshot of laundry care
Global snapshot of surface care
Global snapshot of dishwashing
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: Latin America
Regional snapshot: Western Europe
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.

See All of Our Definitions
Share:

NEW REPORT GUARANTEE

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!

;