Home Care in the United Kingdom

February 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in United Kingdom report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in United Kingdom?
  • Which are the leading brands in Home Care in United Kingdom?
  • How are products distributed in Home Care in United Kingdom?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in the United Kingdom

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2018-2023
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Air Care in the United Kingdom

KEY DATA FINDINGS

Air care remains a positive performer in 2023, supported by hybrid working and the health and wellness trend
Air care remains a consolidated competitive landscape, but private label continues to make gains
Overarching fragrance trend increases demand for air care
Air care will maintain positive performance over the forecast period
Private label to intensify competition in air care in the forecast period
Products with health and wellness claims to see increasing demand
Table 11 Sales of Air Care by Category: Value 2018-2023
Table 12 Sales of Air Care by Category: % Value Growth 2018-2023
Table 13 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 14 NBO Company Shares of Air Care: % Value 2019-2023
Table 15 LBN Brand Shares of Air Care: % Value 2020-2023
Table 16 Forecast Sales of Air Care by Category: Value 2023-2028
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

Bleach in the United Kingdom

KEY DATA FINDINGS

Demand for bleach continues to decline
Price increases for private label bleach reach record highs of over 90%
Lack of innovation and increasing sustainability concerns
Further declines in bleach expected in the forecast period
Sustainability concerns to impact bleach negatively
Distribution channels to remain relatively consolidated, as consumers increasingly shop online
Table 18 Sales of Bleach: Value 2018-2023
Table 19 Sales of Bleach: % Value Growth 2018-2023
Table 20 NBO Company Shares of Bleach: % Value 2019-2023
Table 21 LBN Brand Shares of Bleach: % Value 2020-2023
Table 22 Forecast Sales of Bleach: Value 2023-2028
Table 23 Forecast Sales of Bleach: % Value Growth 2023-2028

Dishwashing in the United Kingdom

KEY DATA FINDINGS

Growth in 2023 driven by more dynamic automatic dishwashing
Dishwashing tablets remain the most popular format, but hand dishwashing continues to grow in 2023
Low enthusiasm for eating out owing to cost-of-living crisis
Further penetration of dishwashers in the UK set to benefit automatic dishwashing tablets over the forecast period
Increasing popularity for distribution channels with subscription services and online sales increasing in popularity
Sustainability to drive growth in the forecast period
Table 24 Household Possession of Dishwashers 2017-2022
Table 25 Sales of Dishwashing by Category: Value 2018-2023
Table 26 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 28 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 29 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

Home Insecticides in the United Kingdom

KEY DATA FINDINGS

Stable demand for home insecticides in 2023, with little innovation
SC Johnson retains dominance
Unit price increases in line with inflation and high production costs
Stable demand for home insecticides expected over the forecast period
Further slow penetration by e-commerce, in line with market trends
Limited product innovation within home insecticides over the coming years
Table 31 Sales of Home Insecticides by Category: Value 2018-2023
Table 32 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 34 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 35 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 36 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

Laundry Care in the United Kingdom

KEY DATA FINDINGS

Another year of positive performance by laundry care, driven by continued growing mobility in the UK
Discounters and private label growing in popularity
Tablet formats and scent boost growth in the category
Further innovation in laundry sheets expected during the forecast period
Distribution trends continue to evolve, as consumers continue to purchase laundry care online
Sustainability driving innovation in liquid tablet detergents for shorter cold wash cycles
Table 38 Household Possession of Washing Machines 2018-2023
Table 39 Sales of Laundry Care by Category: Value 2018-2023
Table 40 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 41 Sales of Laundry Aids by Category: Value 2018-2023
Table 42 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 43 Sales of Laundry Detergents by Category: Value 2018-2023
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 45 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 46 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 47 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 48 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 49 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 50 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 52 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

Polishes in the United Kingdom

KEY DATA FINDINGS

Demand for polishes continues on declining trajectory
SC Johnson’s Kiwi brand disappears from UK shelves in 2023
Furniture polish sales continue to be hit by declining sales of furniture
Lack of innovation and trends in furniture and casual wear to impact category negatively over the forecast period
Distribution of polishes unlikely to see major changes over the forecast period
Unit prices set to increase gradually owing to higher production costs
Table 54 Sales of Polishes by Category: Value 2018-2023
Table 55 Sales of Polishes by Category: % Value Growth 2018-2023
Table 56 NBO Company Shares of Polishes: % Value 2019-2023
Table 57 LBN Brand Shares of Polishes: % Value 2020-2023
Table 58 Forecast Sales of Polishes by Category: Value 2023-2028
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

Surface Care in the United Kingdom

KEY DATA FINDINGS

Positive performance by surface care in 2023, with multipurpose products gaining traction
Home disinfectants experience significant declines in 2023
Private label makes gains owing to prolonged cost-of-living crisis
Multipurpose products will continue to gain traction over the forecast period
Importance of sustainability and innovation within surface care
Retail e-commerce set to penetrate further over the forecast period
Table 60 Sales of Surface Care by Category: Value 2018-2023
Table 61 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 64 NBO Company Shares of Surface Care: % Value 2019-2023
Table 65 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 68 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

Toilet Care in the United Kingdom

KEY DATA FINDINGS

Another year of strong retail volume declines for toilet care in 2023
Toilet care as worst performing category in home care
Private label appeals to price-sensitive consumers, shifting toilet care’s consolidated competitive landscape slightly
Toilet care to continue on declining trajectory as multipurpose products gain traction
Distribution trends to shift as consumers move online for their toilet care requirements
Unit price of toilet care to stabilise over the forecast period
Table 70 Sales of Toilet Care by Category: Value 2018-2023
Table 71 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 72 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 73 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 74 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

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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This report originates from Passport, our Home Care research and analysis database.

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