Home Care

Sales of laundry care declined in retail volume terms as economic pressures and price rises pushed consumers to make savings. However, the essential character of laundry detergents means it is hard for consumers to significantly reduce their use of…

Value sales of laundry care, the largest category in German home care, continued to grow in 2023, albeit at a slower pace compared to the previous year. The most substantial growth within laundry care was observed in liquid tablet detergents and…

Despite laundry care remaining in a negative volume slump, value sales remain supported by the higher prices in the category, as the notable players are big global names. Indeed, Procter & Gamble Hellas SA and Unilever Hellas SA are the top two…

In 2023, laundry care saw a decline in retail volume growth as retail value sales were bolstered by rising inflation and high price points. Furthermore, as hygiene concerns diminished following COVID-19, Irish consumers were returning to pre-pandemic…

Demand for laundry care products continued to fall in Italy in 2023, as consumers maintained the less rigorous washing and sanitation regimes practised pre-pandemic. Reduced anxiety over catching the virus, along with rising electricity costs and…

The persistent high inflationary conditions of 2023 dampened consumer purchasing power, and demand for laundry care products fell for the third consecutive year. This was in marked contrast to 2020, when laundry care products saw positive growth in…

In 2023, laundry care current value growth was driven largely by price increases. Laundry detergents saw above average price rises, not only due to upward price movements, but also to a decline in visible promotional activity, which was less frequent…

The Spanish market for laundry care experienced a decline in retail volume terms in 2023. This was partly due to a change in laundry habits, in light of the high cost of living, as consumers looked to control their energy bills and make more…

Inflation, driven by increased manufacturer input costs, is being transferred to households through elevated retail price points, placing a strain on household finances. It is evident that households are prioritising price value and seeking…

Liquid tablet detergents posted the strongest performance in laundry care in 2023 due to the high level of convenience offered by the category, as well as many other advantages, including the fact that these products do not take up much storage…

2023 saw private label players in laundry care strive to emphasise their strides forward in terms of sustainability, particularly in relation to product ingredients and the possibility of cool washes. A growing number of Dutch consumers were…

Laundry care experienced growth in both retail volume and current value terms in the UK in 2023. Greater demand was driven by greater mobility, as consumers have returned to their normal lives. Alongside consumers needing to wash their clothes more…

In 2023, retail value sales growth was extremely high, driven by rising prices across laundry products. Retail volume sales also remained positive, bolstered by laundry detergents registering high volume growth thanks to consumer bulk purchases.

Laundry care has been recording modest year-on-year real value growth of late in Western Europe, with this remaining the case in 2020. Growth is being primarily driven by liquid tablet detergents and concentrated liquid detergents. Coronavirus…

In 2023, polishes saw continued volume decline, having received a boost during the pandemic when local consumers spent more time at home. Due to busy schedules, local consumers have less time available for deep cleaning and polishing their households…

Sales of polishes had been on a downward trajectory for over a decade when the COVID-19 crisis hit Belgium with many consumers no longer investing in polishes. The category experienced an unexpected turnaround in fortunes in 2020 due to people…

Consistent with observations across home care, polishes in Denmark witnessed strong increases in retail current unit prices towards the end of the review period, including 2023. Still relatively high inflation amid higher input costs (energy,…

High volume price growth continues to impede the volume sales growth of polishes in 2023. Consumers are prioritising necessary home care products over polishes, leading to a decline in their usage. The popularity of non-wood materials for furniture…

Sales of polishes continued to decline in retail volume terms in 2023, following a long-term downward trend. Essentially, polishes are seen as products which can be easily replaced in home care, which falls in line with the rising popularity of…

In 2023, busier lifestyles compounded the ongoing decline in demand for polishes in Germany, reflecting changing cleaning habits. With less time spent at home and more hectic lives, local consumers increasingly favour quicker and easier alternatives,…

Polishes is a relatively uninteresting category, which is suffering from being a discretionary product in a time of economic pressures. Added to which, polishes has also been affected by price hikes, alongside the category not having a great deal of…

Although retail value sales growth was positive, this resulted from high inflation and rising price points in 2023, as retail volume sales declined. Retail volume has been consistently declining over the review period, with polishes suffering from…

As consumers look for new and innovative ways to save money, they try to save as much as they can by cutting expenses on anything that is not considered a strict necessity. Polishes oftentimes fall into this basket, considering that priority is…

The multifunctional nature of home care products continued to restrict growth opportunities for polishes in 2023. For example, surface care wipes are increasingly used to remove dirt from shoes, floor cleaners replace floor polish, and automatic…

Polishes saw a continued fall in volume sales in 2023, following an established trend of decline, though the category saw value growth driven by global inflation leading to rising unit prices. The main challenge facing polishes is its niche status,…

Polishes continued its long-term decline in retail volume terms in 2023 with many consumers no longer considering these products as necessary. This is partly down to changes in the materials used for furniture and footwear, with many consumers moving…

The industry continues to witness a rise in retail price points, driven by inflationary pressures and increasing input costs. With inflation remaining at a high rate in 2023, households exhibit heightened price sensitivity, leading to a shift in…

Polishes continued to experience a decline in volume sales in 2023, maintaining a trend that persisted throughout the review period. The category has been hit hard by changing lifestyles and fashions in clothing and interior design. It has also…

Dutch workers embrace informal wear at most companies, making consumers less interested in formal work shoes which need polishing. At the same time, the hybrid form of working is also having some impact, as office workers spend time at home requiring…

Demand for polishes in the UK continued to decline in 2023, in line with the category’s general pre-pandemic trend. The ongoing decline continues to be exacerbated by greater mobility outside of the home, as consumers spend more time in the office or…

With rising inflation impacting price points, 2023 saw double-digit retail value growth. However, retail volume declined in all areas, with deepest declines noted in metal polish and furniture polish. The decline observed in both floor and furniture…

Increasingly popular in Western Europe, among Millennials and Gen Z who are most influenced by climate impact, refillable and reusable solutions continue to expand across the beauty, home care, food and drinks industries. The recurrent themes of…

The growing popularity of subscription boxes has led to a rise in M&A activity and funding for subscription box start-ups. Available across industries, they target specific consumer needs through different subscription models: pure convenience,…

Surface care saw a healthy increase in current value sales in 2023, driven by rising average unit prices, while overall volume sales saw a decline. Despite local consumers maintaining higher standards for hygiene and cleanliness post-pandemic, with…

Following a steep fall in 2022, volume sales in surface care remained under pressure in 2023. Inflation and the drop in disposable income for Belgian households meant that many consumers were careful about the amount of product they used when…

While showing signs of moderating, inflation remained an issue for the Danish economy at the end of the review period. From a review period perspective, inflation remained high in 2023, albeit below the 2022 peak rate. Inflation continued to have an…

Surface care faces challenges during a period of price growth in 2023, with consumers focusing on essential purchases. Sprays, especially basic surface care sprays, remain the most popular format. However, disinfecting products experienced a notable…

2023 was a tough year for sales of surface care with volume sales declining while value growth was due to price increases rather than an increase in demand. With consumers’ disposable income being squeezed they were forced to rationalise their…

In 2023, greater time spent outside of the home following the easing of pandemic restrictions further dragged on demand for surface care in Germany, resulting in volume sales dipping below 2019 levels. On the other hand, value sales continued to rise…

As a result of the decline in disposable incomes, consumer spending priorities have changed and, in turn, we are seeing sluggish volume sales overall, in addition to challenges faced by certain value-added products which come with higher price tags.…

Retail value sales were positive in 2023, benefiting from the spring-cleaning season at Easter. However, the bulk of retail value growth was the result of rising inflation, which led to increased price points. As such, while retail value growth was…

Surface care suffered a third consecutive year of declining volume sales in 2023, in contrast to the surge in demand seen in 2020. The advent of the COVID-19 virus in Italy had a very strong positive impact on retail sales in both volume and current…

Higher retail price points in 2023 can be attributed to rising input costs, including energy, material sourcing, labour, supply chain distribution and logistics. These increased costs are often transferred to retail price points.

In 2023, surface care saw value growth dampened by the consumer switch to less expensive product options in the midst of a marked rise in the cost of living and an uncertain economic environment. The private label segment was a notable beneficiary of…

Demand for surface care showed signs of stabilisation in 2023, as consumers settled back into familiar patterns of cleaning behaviour, following a surge in interest in hygiene following the outbreak of COVID-19. Nonetheless, consumers remained more…

In response to a high inflationary environment and cost-of-living pressures, households are placing a paramount focus on price value in their surface care choices. Manufacturers are addressing this by employing attribute bundling in their product…

Surface care posted a positive performance in 2023 driven by the convenience trend and sustained high levels of hygiene consciousness following the COVID-19 crisis. Moreover, despite the return to more normal social and economic activity in the wake…

Consumers in 2023 were on the look-out for surface cleaners offering high levels of convenience and (perceived) savings, and as such turned to multi-purpose cleaners in the hope that one product could do the bulk of the work, helping to slow the…

The pandemic increased consumers’ hygiene awareness, leading to a surge in sales of surface care in 2020, when COVID-19 first emerged. Demand for surface care has continued to be strong since, with 2023 seeing higher sales than pre-pandemic levels,…

In 2023, manufacturers launched concentrated, economical, environmentally friendly and refillable surface care items. This shift aligns with the growing consumer demand for sustainable and cost-effective solutions. One example is Cif Clean Boost…