Competitor Strategies in Home Care

July 2024

The home care competitive landscape has remained consistent over the years. However, in recent times, industry leaders have been facing headwinds in terms of rising input costs and waning volume growth. This report explores the competitive state of play in the home care industry, the different strategies being deployed by players and future consumption opportunities.

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Key Findings

A consistent competitive landscape

The leader board ranking remained consistent across home care players despite the impact on volumes due to pricing pressures. Geography and category diversification remained a contributing factor for success. Future opportunities lie in emerging markets and emerging demographic segments.

Premium vs private label: Varied income segments offer varying opportunities

Pressures on costs of living have shaped frugal habits leading to a preference for value-orientated labels that are gaining momentum. In parallel, leading brands are prioritising superiority to support premium pricing. Is private label gaining where brands are pricing out consumers?

Measurable benefit at consumption stage key to promote sustainability adoption

Sustainable features, while desirable among consumers, lose their appeal against the price tag. Brand innovation around solutions that offer visible and measurable benefits can help overcome this hurdle.

Digitalisation democratises distribution

A consumer’s retail journey today is a blend of in-store and online. Access to consumers has become more democratised through digital platforms that benefit from an existing distribution base. While brands are tapping into their channel of choice to drive engagement and sales, retailers are pushing own label sales through their established distribution networks.

Sensorial experiences as a route to wellness and self-care

Positioning scent as a value-add in home care products is going beyond just an attribute offering to a benefit-orientated positioning. Brands are positioning fragrances based on the sensorial experience they offer. Such positioning contributes to product differentiation while addressing consumer need.

Scope
Key findings
Companies at a glance
Varied industry reliance, with top three being more diversified and the rest more streamlined
Home care market momentum drives growth for leaders
Developed regions contribute significantly to the leading 10
Strong presence in laundry care enhances company strength
Building a brand portfolio strategy around the company’s key strengths
Key strategies in home care
Premium vs Value: Private label and local brands win on affordable quality
Premium vs Value: Growing share of private label on shelves threatens incumbents
Premium vs Value: Brand superiority and premiumisation a way forward for incumbents
Premium vs Value: Brands tap into specific insights and needs to drive superior innovation
Sustainability: Lowering at-home energy consumption
Sustainability: P&G’s collaborations aimed at driving adoption and usage of cold wash
Sustainability: Brands are reducing plastic usage through formats and packaging
Sustainability: Compaction lends to innovative and sustainable product formats
Sustainability: Packaging
Sustainability: Takeaway
Channels: Pricing pressures drive consumers to value-orientated channels
Channels: Growth of private label by region in 2022/2023
Channels: New digital commerce platforms are changing the online retail landscape
Channels: #CleanTok enables Unilever to draw upon consumers captivated with cleaning
Channels: Takeaway
Wellness: External challenges contribute to enhanced focus on the self
Wellness: Addressing wellness needs through sensorial offerings
Wellness: Delivering a sensorial experience through fragrance
Wellness: Takeaway
Future consumption opportunities: The silver economy
Future consumption opportunities: The furry family member
Key findings

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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