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Volume Stability and Premiumisation Drive Growth Despite Economic Challenges
Home care sales in Argentina remained stable in retail volume terms in 2025 but recorded strong value growth, driven by inflationary pressures despite a challenging economic environment and double-digit inflation. Companies invested in premiumisation and sustainability, with Unilever's Cif brand relaunch under the BioActive concept becoming the best-performing brand and driving exceptional air care performance. Evolving product formats, including plastic pouches, concentrated formulations and gel formats gained popularity as consumers sought affordable options. The removal of import barriers and the discontinuation of Precios Justos reshaped distribution dynamics, strengthening small local grocers relative to modern retail. The competitive landscape remained concentrated, with market leadership bolstered by strong category positions and strategic acquisitions.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Argentina 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 Argentina, 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 Argentina 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 Argentina?
- Which are the leading brands in Home Care in Argentina?
- How are products distributed in Home Care in Argentina?
- 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 Argentina
Volume Stability and Premiumisation Drive Growth Despite Economic Challenges
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Volume Stability and Premiumisation Drive Growth Despite Economic Challenges
Chart 2 Companies Invest in Premium Innovations
Evolving Product Formats Respond to Affordability Demands
Chart 3 Consumers Shift to Cheaper Pouches and Concentrated Formats
Sustainability Credentials Drive Brand Differentiation
Chart 4 Value Sales of Home Care 2020–2030
Chart 5 Voume Sales of Home Care 2020–2030
Chart 6 Value Sales of Home Care by Category 2025
Value Growth Expected Despite Volume Pressures From Lifestyle Shifts
Import Normalisation Set to Expand Product Access across Key Categories
Chart 7 Analyst Insight for Home Care
Fragrance Expected to Regain Importance as Consumer Priorities Broaden
Chart 8 Forecast Value Sales of Home Care 2020-2030
Chart 9 Forecast Value Sales of Home Care by Category 2025-2030
Leading Players Maintain Stronghold Amid Market Shifts
Strategic Acquisitions and Portfolio Rationalisations Reshape Market Structure
Chart 10 Company Shares of Home Care 2025
Chart 11 Brand Shares of Home Care 2025
Small Local Grocers Maintains Dominance as Price Dynamics Shift
Retail E-Commerce Rises Robustly as Consumers Seek Value
Chart 12 Retail Channels for Home Care 2020-2025
Chart 13 Economic Context for Home Care
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in Argentina
Key Data Insights
Spray/Aerosol Air Fresheners Leads Volume Rebound Driven by Sustainability
Chart 20 Key Industry Trends for Air Care
Spray/Aerosol Air Fresheners Leads Volume Rebound Driven by Sustainability
Chart 21 Cif Launch Boosts Eco-Friendly Appeal Air Care
Mood-Boosting Fragrances Shape Premiumisation
Personalised Air Care Emerges through Interactive Digital Platforms
Chart 22 Companies Develop Interactive Online Tools for Personalized Fragrance Choices
Chart 23 Value Sales of Air Care 2020-2030
Chart 24 Volume Sales of Air Care 2020-2030
Chart 25 Value Sales of Air Care by Category 2025
Gradual Recovery Expected Despite Car Usage Decline
Removal of Import to Drive Electric Air Fresheners Growth
Chart 26 Analyst Insight for Air Care
Return-To-Office Model Will Reduce Overall Air Care Demand
Chart 27 Forecast Value Sales of Air Care 2020-2030
Chart 28 Forecast Value Sales of Air Care by Category 2025-2030
Sc Johnson Leads Concentrated Landscape as Unilever Gains Rapid Ground
Chart 29 Company Shares of Air Care 2025
Chart 30 Brand Shares of Air Care 2025
Small Local Grocers Leads Distribution as E-Commerce Gains Traction
Chart 31 Retail Channels for Air Care 2020-2025
Chart 32 Economic Context for Air Care
Chart 33 Real Gdp Growth 2020-2030
Chart 34 Inflation 2020-2030
Chart 35 Consumer Context for Air Care
Chart 36 Population 2020-2030
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025
Bleach in Argentina
Key Data Insights
Volume Sales Recover as Affordability Drives Resilience
Chart 39 Key Industry Trends for Bleach
Volume Sales Recover as Affordability Drives Resilience
Companies Invest More in Marketing to Promote Gel Bleach Adoption
Chart 40 Gel Bleach Gains Ground.
Chart 41 Value Sales of Bleach 2020-2030
Chart 42 Volume Sales of Bleach 2020-2030
Preventative Health Association to Drive Support Sales in Bleach
Gel Bleach Penetration Will Push up Unit Prices
Innovation and Youth Appeal Shape Future Progress
Chart 43 Forecast Value Sales of Bleach 2020-2030
Grupo Ayudín Strengthens Lead with Strategic Acquisition
Private Label Lines Drive Scale for Fadial and Carrefour
Chart 44 Company Shares of Bleach 2025
Chart 45 Brand Shares of Bleach 2025
Small Local Grocers Maintains Dominance as Retail E-Commerce Gains Share
Chart 46 Retail Channels for Bleach 2020-2025
Chart 47 Economic Context for Bleach
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Bleach
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Dishwashing in Argentina
Key Data Insights
Evolving Product Formats and Economic Pressure Drive Volume Decline
Chart 54 Key Industry Trends for Dishwashing
Evolving Product Formats and Economic Pressure Drive Volume Decline
Premiumisation Gains Traction through Innovation and Imports
Chart 55 Reckitt Automatic Dishwashing Tablets with Premium Options
Private Label and Dtc Disruption Reshape Competitive Landscape
Chart 56 Value Sales of Dishwashing 2020-2030
Chart 57 Volume Sales of Dishwashing 2020-2030
Chart 58 Value Sales of Dishwashing by Category 2025
Hand Dishwashing to See Persistent Volume Decline as Concentrated Formats Expand
Sustainability Trend to Drive Growth for Automatic Dishwashers
Chart 59 Analyst Insight for Dishwashing
New International Brands Set to Reshape Competitive Landscape
Chart 60 Forecast Value Sales of Dishwashing 2020-2030
Chart 61 Forecast Value Sales of Dishwashing by Category 2025-2030
Multi-Brand Prowess Keeps Unilever Ahead of Dreamco
Magistral Acquisition Sharpens Dreamco's Edge
Chart 62 Company Shares of Dishwashing 2025
Chart 63 Brand Shares of dishwashing 2025
Grocery Retailers Dominate Dishwashing Sales through Traditional Channels
Retail E-Commerce Gains Traction with Strong Value Growth
Chart 64 Retail Channels for Dishwashing 2020-2025
Chart 65 Economic Context for Dishwashing
Chart 66 Real Gdp Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Dishwashing
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Home Insecticides in Argentina
Key Data Insights
Volume Sales Contract as Favourable Weather Normalises Demand after Disease-Driven Peaks
Chart 72 Key Industry Trends of Home Insecticides
Volume Sales Contract as Favourable Weather Normalises Demand after Disease-Driven Peaks
Chart 73 Favourable Weather Conditions Cut Demand
Government and Companies Amplify Pest Control Efforts through Strategic Campaigns
Chart 74 Argentina Launches Government Campaign
Chart 75 Value Sales of Home Insecticides 2020-2030
Chart 76 Volume Sales of Home Insecticides 2020-2030
Chart 77 Sales of Home Insecticides by Category 2025
Rising Temperatures Expected to Drive Volume Recovery
Spray/Aerosol Insecticides Maintain Market Dominance
Eco-Friendly Alternatives to Remain Niche as Performance Determines Purchasing Decisions
Chart 78 Forecast Value Sales of Home Insecticides 2020-2030
Chart 79 Forecast Value Sales of Home Insecticides by Category 2025-2030
Sc Johnson Maintains Dominance as Grupo Ayudín Emerges
Grupo Ayudín Rises after Clorox Exits Argentina
Chart 80 Company Shares of Home Insecticides 2025
Chart 81 Brand Shares of Home Insecticides 2025
Small Local Grocers Sustains Dominance as Retail E-Commerce Continues to Expand
Chart 82 Retail Channels for Home Insecticides 2020-2025
Chart 83 Economic Context for Home Insecticides
Chart 84 Real Gdp Growth 2020-2030
Chart 85 Inflation 2020-2030
Chart 86 Consumer Context for Home Insecticides
Chart 87 Population 2020-2030
Chart 88 Consumer Expenditure 2020-2030
Chart 89 Population by Generation 2025
Laundry Care in Argentina
Key Data Insights
Premiumisation Drives Modest Recovery
Chart 90 Key Industry Trends for Laundry Care
Premiumisation Drives Modest Recovery
Chart 91 Ace Liquid Detergents
Quick-Wash Demand Reshapes Consumer Behaviour and Product Offerings
Evolving Product Formats Fuel Laundry Care Innovation
Chart 92 Value Sales of Laundry Care 2020-2030
Chart 93 Volume Sales of Laundry Care 2020-2030
Chart 94 Value Sales of Laundry Care by Category 2025
Gradual Recovery Driven by Improving Economic Conditions
Traditional Ingredients Anticipated to Gain Popularity Amid Economic Pressures
Chart 95 Analyst Insight for Laundry Care
Obsolete Segments Forecast to Face Persistent Decline
Chart 96 Forecast Value Sales of Laundry Care 2020-2030
Chart 97 Forecast Value Sales of Laundry Care by Category 2025-2030
Unilever and Dreamco Lead Market Shifts with Innovative Strategies
Chart 98 Company Shares of Laundry Care 2025
Chart 99 Brand Shares of Laundry Care 2025
Small Local Grocers Dominates through Price Advantage
Retail E-Commerce Gains Traction among Value-Seeking Consumers
Chart 100 Retail Channels for Laundry Care 2020-2025
Chart 101 Economic Context for Laundry Care
Chart 102 Real Gdp Growth 2020-2030
Chart 103 Inflation 2020-2030
Chart 104 Consumer Context for Laundry Care
Chart 105 Population 2020-2030
Chart 106 Consumer Expenditure 2020-2030
Chart 107 Population by Generation 2025
Polishes in Argentina
Key Data Insights
Volume Sales Continue to Decline as Lifestyle Shifts Reduce Demand
Chart 108 Key Industry Trends for Polishes
Volume Sales Continue to Decline as Lifestyle Shifts Reduce Demand
Chart 109 Casual Footwear Drives Shoe Polish Innovation
Wassington Drives Innovation with Sneaker Wipes Launch
Chart 110 Value Sales of Polishes 2020-2030
Chart 111 Volume Sales of Polishes 2020-2030
Chart 112 Value Sales of Polishes by Category 2025
Lifestyle Changes to Drive Continued Volume Decline across All Segments
Melamine Furniture Adoption May Provide Modest Support for Furniture Polish
Shoe Polish Innovation Set to Pivot Towards Sneaker Maintenance Solutions
Chart 113 Forecast Value Sales of Polishes 2020-2030
Chart 114 Forecast Value Sales of Polishes by Category 2025-2030
Sc Johnson & Son Maintains Market Dominance
Chart 115 Company Shares of Polishes 2025
Chart 116 Brand Shares of Polishes 2025
Small Local Grocers Continues to Lead Distribution
Chart 117 Retail Channels for Polishes 2020-2025
Chart 118 Economic Context for Polishes
Chart 119 Real Gdp Growth 2020-2030
Chart 120 Inflation 2020-2030
Chart 121 Consumer Context for Polishes
Chart 122 Population 2020-2030
Chart 123 Consumer Expenditure 2020-2030
Chart 124 Population by Generation 2025
Surface Care in Argentina
Key Data Insights
Modest Recovery Driven by Inflation Slowdown and Sustainability Focus
Chart 125 Key Industry Trends for Surface Care
Modest Recovery Driven by Inflation Slowdown and Sustainability Focus
Chart 126 Unilever Relaunches Cif with Sustainable BioActive Line
Mood-Boosting Fragrances Emerge as Sensorial Differentiator
Plastic Pouches Gain Ground as Affordable and Sustainable Format
Chart 127 Value Sales of Surface Care 2020-2030
Chart 128 Volume Sales of Surface Care 2020-2030
Chart 129 Value Sales of Surface Care by Category 2025
Declining Home-Office Trend to Constrain Volume Recovery Despite Value Growth
Surface-Specific Cleaners Set to Gain Share on Superior Performance Perceptions
Refill Expansion across All Brands Aims to Capture Cost-Conscious Consumers
Chart 130 Analyst Insight for Surface Care
Chart 131 Forecast Value Sales of Surface Care 2020-2030
Chart 132 Forecast Value Sales by Category 2025-2030
Unilever Leads Moderately Concentrated Market as Grupo Ayudín Reshapes Dynamics
Grupo Ayudín Gains Traction after Clorox Pullout
Chart 133 Company Shares of Surface Care 2025
Chart 134 Brand Shares of Surface Care 2025
Small Local Grocers Dominates as Precios Justos Discontinuation Reshapes Pricing
Chart 135 Retail Channels for Surface Care 2020-2025
Chart 136 Economic Context for Surface Care
Chart 137 Real Gdp Growth 2020-2030
Chart 138 Inflation 2020-2030
Chart 139 Consumer Context for Surface Care
Chart 140 Population 2020-2030
Chart 141 Consumer Expenditure 2020-2030
Chart 142 Population by Generation 2025
Toilet Care in Argentina
Key Data Insights
Modest Recovery in Select Segments as Economic Caution Persists
Chart 143 Key Industry Trends for Toilet Care
Modest Recovery in Select Segments as Economic Caution Persists
Companies Introduce Digital Tools for Personalised Fragrance Selection
Chart 144 Companies Innovate with Online Tools
Premiumisation Reinforces Dominance of Established Brands
Chart 145 Value Sales of Toilet Care 2020-2030
Chart 146 Volume Sales of Toilet Care 2020-2030
Chart 147 Value Sales of Toilet Care by Category 2025
Slow Economic Recovery and Declining Home Office Use to Constrain Volume Expansion
In-Cistern Devices Poised for Expansion as Rim Liquids Faces Brand Absence
Import Barrier Removal Should Improve Product Availability and Support Recovery
Chart 148 Analyst Insight for Toilet Care
Chart 149 Forecast Value Sales of Toilet Care 2020-2030
Chart 150 Forecast Value Sales of Toilet Care by Category 2025-2030
Sc Johnson Consolidates Lead Trhough Brand Migration Strategy
New Entrant Grupo Ayudín Gains Traction after Acquisition
Chart 151 Company Shares of Toilet Care 2025
Chart 152 Brand Shares of Toilet Care 2025
Small Local Grocers Leads Toilets Care Sales
Retail E-Commerce Drives Growth with Promotions and Discounts
Chart 153 Retail Channels for Toilet Care2020-2025
Chart 154 Economic Context for Toilet Care
Chart 155 Real Gdp Growth 2020-2030
Chart 156 Inflation 2020-2030
Chart 157 Consumer Context for Toilet Care
Chart 158 Population 2020-2030
Chart 159 Consumer Expenditure 2020-2030
Chart 160 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- 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)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- 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.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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