Home Care

Laundry care in the United Arab Emirates continued to experience substantial growth in 2023, primarily attributed to rising consumer awareness of the wide variety of products available. Key category players, such as Binzagr Lever Ltd (Unilever…

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…

Polishes felt the impact of difficult economic conditions in 2023, with volume sales slowing marginally year on year. The ongoing pressure on household budgets has weakened sales of polishes as consumers prioritise expenditure on essential goods. The…

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…

In 2023, polishes recorded low retail value growth, along with negative retail volume sales, whereas in the previous two years, inflation had supported a stronger value performance. This directly relates to the negative performance of floor polish…

Polishes in Bulgaria continued to lose retail volume sales in 2023. As rising prices impacted consumers' budgets, many adjusted their spending, focusing on essentials. Many consumers do not consider polishes essential, with consumers removing the…

Despite the anticipated recovery in commercial activities in 2023, following the easing of COVID-19-related restrictions in China, sales of polishes experienced another year of only moderate value growth, while volume sales declined. This was mainly…

Despite the strong price increases witnessed in 2023, shoe polishes performed exceptionally well in retail volume terms, with a full recovery above pre-pandemic levels. This trend has been driven by the full return to face-to-face classes in schools…

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,…

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…

Polishes is seeing rather sluggish and static growth, with little activity of note. That said, metal polish continues to grow from its relatively low base, registering a modest uptick in sales. It is noted that, in the post-pandemic landscape, as…

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…

Floor polish is not a standard product for many younger households. It may have been used by older generations, but the custom of polishing the floor with wax products has not been passed down to the younger generations. First, it is very…

Overall polishes maintained growth in retail volume and current value terms in 2023, with increases seen across all categories. However, lifestyle and fashion trends continued to militate against the development of polishes. For instance, younger…

Polishes recorded another year of modest retail volume growth in 2023, with sales returning to the pre-pandemic level, with more significant current value growth. Volume growth was driven largely by shoe polish, supported by the revival of…

Demand for polish continued to rise in 2023, following the retail volume declines of 2020 due to pandemic-induced home seclusion. The latter resulted in waning interest in polishing one’s footwear, for instance, with the latter experiencing the…

Value sales of shoe polish experienced a marginal increase in 2023, attributed in part to the occurrence of more military exercises in Singapore. This uptick can be linked to the specific needs and preferences within the military community, as well…

Shoe polish is the largest category in polishes and faced a weaker performance in 2023 following the strong rebound in sales during 2022. Demand for shoe polish rebounded strongly in 2022, as professionals returning to offices opted for formal attire…

Polishes exhibited a dual narrative of retail volume growth across most categories (except floor polish, which dragged down the overall growth rate), and intricate pricing adjustments. The growth rate for polish for columns in particular remained…

While polishes recorded strong retail growth in 2023, retail volume sales struggled, declining in all areas, bar metal polish, which saw stagnate growth. The economic impact of the rising cost of living has undermined consumer confidence and…

Demand for polishes tends to remain limited to wealthier urban households, many of whom employ maids to clean their homes, and are willing to invest in polishes to keep their homes clean and well-maintained. Continuing the trend from the previous…

In 2023, furniture polish in the United Arab Emirates remained the strongest performer in overall polishes, both in terms of retail and volume growth. Its performance was significantly influenced by the surging demand for premium and luxurious…

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…

In 2023, surface care registered a weaker performance in volume terms, as consumers grapple with the high costs of living. The local economy struggled to recover from inflationary pressures and the ongoing Russian-Ukrainian conflict. Many…

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…

In 2023, surface care experienced single-digit retail value and volume growth rates. In comparison to the previous year, retail volume growth was marginally higher, supported by the consistent demand for multi-purpose cleaners, bathroom cleaners,…

Surface care in Bulgaria continued to decline in retail volume in 2023, much of which is the consequence of the category's unusual growth during the COVID-19 pandemic. As a result, sales are declining in comparison as usage returns to pre-pandemic…

COVID-19 strengthened Chinese public hygiene awareness and drove surface care sales, with double-digit growth in retail sales value in 2022. In 2023, with the end of COVID-19 restrictions in China, surface care product growth slowed to a…

The COVID-19 pandemic triggered a sharp increase in demand for surface care products, particularly in multipurpose cleaners and home disinfectants. In the following years, retail volumes have receded although total surface care sales remain well…

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…

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…

Surface care is maintaining decent value and volume growth, which is set to continue on a positive trajectory over the forecast period. Overall, sales in surface care are propelled by urbanisation and rising disposable incomes within this urban,…

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…

Most categories within surface care saw declines in both retail volume and current value terms in 2023. The explanation for the drop in volume terms is simple – people began to spend more time outside the home. In May 2023, the Japanese government…

Home care disinfectants saw a retail volume decline in 2022, after the pandemic high. However, the habit of using such products remains, especially amongst many younger consumers, and those with children, and growth resumed in 2023. Consumers…

Surface care maintained solid but slowing retail volume and current value growth in 2023, with increases seen across most categories. Demand was especially driven by specialised products for the kitchen and bathroom, with kitchen and bathroom…

Despite a decline in value sales due to falling unit price driven by price promotions, demand for surface care remains elevated in relation to pre-pandemic levels, and continued to rise in 2023. Products in surface care claiming to kill 99.99%…

As life outside of the home resumes post-pandemic in Singapore, a discernible trend is emerging, with reduced emphasis on cleaning within households. This shift in cleaning practices is having a significant impact on volume sales of surface care,…

Surface care recorded double-digit current value growth in 2023, driven by two main factors. One significant contributor is the heightened emphasis on hygiene standards in the post-pandemic era. As individuals and businesses prioritise cleanliness…

The year 2023 witnessed a remarkable and positive surge in current value sales in surface care (excluding wipes – which did not have notable sales), surpassing the growth observed in 2022. This robust expansion can be attributed to two significant…

In 2023, kitchen cleaners were the clear leader in retail volume growth within surface care. The increased use of these products resulted from ongoing innovation and product development focused on higher effectiveness and natural composition. For…

The pandemic raised public awareness regarding the significance of hygiene and sanitisation. Since the onset of the pandemic, many of the leading brands in surface care have increased their presence on social media in order to reach their intended…

Amidst changing consumer preferences for home care in the United Arab Emirates, including surface care, there is a clear shift driven by the quest for better value for money. As households contend with rising living expenses, a noticeable trend is…

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 Algeria, toilet care products are perceived as a less essential home care product. In the face of economic uncertainty and limited purchasing power, consumers have shifted away from using toilet care. Sales performance has also been hampered by…

In 2023, toilet care saw some modest current value growth thanks to inflationary pressures increasing average unit prices. Despite the impact of inflation on unit prices, the focus on toilet care remains significant among Austrian consumers. The…

The outbreak of COVID-19 and the measures taken to contain it had a positive impact on sales of toilet care in 2020. With consumers working and studying from home they were using the toilet more frequently and thus this boosted demand for toilet…

Demand for toilet care continued to rise in 2023, while a marginal easing of inflationary pressures resulted in lower retail value growth compared to the previous year. This continued to be an ongoing topic, nonetheless, as Brazil experienced a…