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Evolving Product Formats Drive Home Care Growth Amid Economic Pressures
Home care in Australia recorded growth in 2025, driven by consumers seeking convenient, multifunctional solutions across laundry care, dishwashing, and air care. Despite inflation and tighter household budgets, the market benefited from evolving product formats such as multi-purpose sprays and concentrated refills. Sustainability continues to strongly influence consumer choices, with rising demand for biodegradable products prompting eco-friendly innovations like OzKleen's Dishwasher Power and Earth Choice's detergent sheets. Private label lines by Coles, Woolworths, and Aldi offer competitive pricing and improved formulations, appealing to cost-conscious consumers while driving innovation. The concentrated market saw leading players maintain dominance through strategic moves in 2025, including Reckitt Benckiser's divestiture of its Essential Home division to focus on core health and hygiene brands.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Australia 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 Australia, 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 Australia 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 Australia?
- Which are the leading brands in Home Care in Australia?
- How are products distributed in Home Care in Australia?
- 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 Australia
Evolving Product Formats Drive Home Care Growth Amid Economic Pressures
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Evolving Product Formats Drive Home Care Growth Amid Economic Pressures
Chart 2 Ozkleen Introduced its Newest Dishwashing Gel Product
Private-Label Expansion Reshapes Competitive Dynamics
Chart 3 Woolworths and Other Retailers Expand their Private Label Lines
Sustainability Initiatives Gain Traction across Categories
Chart 4 Earth Choice Launched Biodegradable Dishwashing Detergent Sheets
Chart 5 Value Sales 2020-2030
Chart 6 Volume Sales 2020-2030
Chart 7 Value Sales by Category 2025
Consumers Drive Multifunctional Product Demand
Sustainability to Reshape Product Portfolios and Consumer Expectations
Chart 8 Analyst Insight for Home Care
E-Commerce and Private Label Drive Market Dynamics
Chart 9 Forecast Value Sales 2020-2030
Chart 10 Forecast Value Sales by Category 2025-2030
Leading Brands Maintain Dominance through Innovation and Divestiture
Divestiture Reshapes Competitive Dynamics
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
Supermarkets Channel Maintains Dominance as E-Commerce Enjoys Further Growth
Bunnings and Chemist Warehouse Lead Emerging Retail Concepts
Chart 13 Retail Channels 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Australia
Key Data Insights
Mood-Boosting Ingredients Drive Innovation and Premium Growth
Chart 21 Key Industry Trends for Air Care
Mood-Boosting Ingredients Drive Innovation and Premium Growth
Chart 22 Air Wick Launches New Range with 2x Essential Oils
Premiumisation Reshapes Category From Odour Control to Lifestyle
Chart 23 Auric Aromasphere Offers Premium Air Care through Advanced Technology
Health and Wellness Trends Transform Air Care into Holistic Living Category
Chart 24 Value Sales 2020-2030
Chart 25 Volume Sales 2020-2030
Chart 26 Value Sales by Category 2025
Health and Wellness Position Air Care as Emotional Wellbeing Category
Chart 27 Analyst Insight for Air Care
Sustainable Innovation Becomes Both a Compliance Necessity and a Differentiation Driver
Smart Technology Merges with Fragrance Science for Premium Segment
Chart 28 Forecast Value Sales 2020-2030
Chart 29 Forecast Value Sales by Category 2025-2030
Leading Brands Maintain Dominance through Innovation
Strategic Restructuring Reshapes Competitive Landscape
Chart 30 Company Shares 2025
Chart 31 Brand Shares 2025
Supermarkets Channel Maintains Lead as E-Commerce Captures Premium Segment
Chart 32 Retail Channels 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real Gdp Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025
Bleach in Australia
Key Data Insights
Bleach Declines, but Multifunctionality Mitigates Broader Losses
Chart 40 Key Industry Trends for Bleach
Bleach Declines, but Multifunctionality Mitigates Broader Losses
Chart 41 Major Retailers Drive Growth with Multi-purpose Bleach
Regulatory Requirements and Technological Advances Drive Reformulation
Chart 42 Value Sales 2020-2030
Chart 43 Volume Sales 2020-2030
Multifunctionality to Offset Continued Category Decline
Businesses Adapt to Changing Consumer Preferences and Regulatory Requirements
Chart 44 Analyst Insight for Bleach
Channel Evolution to Create Opportunities in Premium Segments
Chart 45 Forecast Value Sales 2020-2030
Pental Products Dominates Bleach Market Through Strong Brand Recognition
Chart 46 Company Shares 2025
Chart 47 Brand Shares 2025
Supermarkets Remains Dominant Channel for Bleach Sales
Chart 48 Retail Channels 2020-2025
Chart 49 Economic Context for Bleach
Chart 50 Real Gdp Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Bleach
Chart 53 Population 2020-2030
Chart 54 Consumer Expenditure 2020-2030
Chart 55 Population by Generation 2025
Dishwashing in Australia
Key Data Insights
Evolving Formats Drive Growth with Automatic Dishwashing Dominance
Chart 56 Key Industry Trends for Dishwashing
Evolving Formats Drive Growth with Automatic Dishwashing Dominance
Chart 57 Ozkleen Introduces Newest Dishwashing Gel
Sustainability Reshapes Product Design and Retailer Strategies
Chart 58 Earth Choice Launches Biodegradable Dishwashing Detergent Sheets
Private Label Gains Share through Cost-Effective Alternatives
Chart 59 Value Sales 2020-2030
Chart 60 Volume Sales 2020-2030
Chart 61 Value Sales by Category 2025
Automatic Dishwashing Products Set to Drive Growth with Appliance Adoption
Novel Formats to Gain Traction through Convenience and Sustainability
Chart 62 Analyst Insight for Dishwashing
Omnichannel Strategies Expand Reach across Retail Platforms
Chart 63 Forecast Value Sales 2020-2030
Chart 64 Forecast Value Sales by Category 2025-2030
Leading Players Maintain Dominance through Innovation and Focus
Chart 65 Company Shares 2025
Chart 66 Brand Shares 2025
Supermarkets Channel Remains Dominant, E-Commerce Gains Traction
Chart 67 Retail Channels 2020-2025
Chart 68 Economic Context for Dishwashing
Chart 69 Real Gdp Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Dishwashing
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Home Insecticides in Australia
Key Data Insights
Category Growth Driven by Health Awareness and Urbanisation
Chart 75 Key Industry Trends for Home Insecticides
Category Growth Driven by Health Awareness and Urbanisation
Health and Wellness Priorities Shape Product Development
Chart 76 Mortein Launches PowerGard Bomb
Multifunctionality Shapes Innovation and Boost Share Gains
Chart 77 Value Sales 2020-2030
Chart 78 Volume Sales 2020-2030
Chart 79 Value Sales by Category 2025
Safer and Sustainable Solutions to Drive Future Growth
Chart 80 Analyst Insight for Home Insecticides
Multifunctionality Enhances Product Appeal
Channel Evolution and Competitive Reshaping Will Create Opportunities
Chart 81 Forecast Value Sales 2020-2030
Chart 82 Forecast Value Sales by Category 2025-2030
Leading Companies Maintain Positions through Innovation and Visibility
Strategic Divestiture Shapes Competitive Dynamics
Chart 83 Company Shares 2025
Chart 84 Brand Shares 2025
Supermarkets Channel Dominates While E-Commerce Recordenotable Expansion
Chart 85 Retail Channels 2020-2025
Chart 86 Economic Context for Home Insecticides
Chart 87 Real Gdp Growth 2020-2030
Chart 88 Inflation 2020-2030
Chart 89 Consumer Context for Home Insecticides
Chart 90 Population 2020-2030
Chart 91 Consumer Expenditure 2020-2030
Chart 92 Population by Generation 2025
Laundry Care in Australia
Key Data Insights
Private Label Expands Amid Economic Pressures
Chart 93 Key Industry Trends for Laundry Care
Private Label Expands Amid Economic Pressures
Chart 94 Woolworths and Other Retailers Expand Their Private Label lines
Format Innovation Drives Convenience and Sustainability
Chart 95 Earth Choice Develops Sustainable Laundry Care
Quick-Wash Solutions Respond to Time-Pressed Lifestyles
Chart 96 15-minute OMO Detergent
Chart 97 Value Sales 2020-2030
Chart 98 Volume Sales 2020-2030
Chart 99 Value Sales by Category 2025
Rising Private-Label Influence to Drive Competitive Pressure
Innovation in Formats and Technology Leads Category Evolution
Sustainability as Standard Practice Amid Cost Pressures
Chart 100 Analyst Insight for Laundry Care
Chart 101 Forecast Value Sales 2020-2030
Chart 102 Forecast Value Sales by Category 2025-2030
Henkel and Unilever Maintain Lead Despite Private Label Growth
Emerging Players Gain Traction through Sustainability Focus
Chart 103 Company Shares 2025
Chart 104 Brand Shares 2025
Supermarkets Channel Maintains Lead as E-Commerce Posts Fastest Growth
Emerging Retail Concepts Focus on Direct-To-Consumer and Subscription Models
Chart 105 Retail Channels 2020-2025
Chart 106 Economic Context for Laundry Care
Chart 107 Real Gdp Growth 2020-2030
Chart 108 Inflation 2020-2030
Chart 109 Consumer Context for Laundry Care
Chart 110 Population 2020-2030
Chart 111 Consumer Expenditure 2020-2030
Chart 112 Population by Generation 2025
Polishes in Australia
Key Data Insights
Sales Remain Flat as Convenience Innovations Drive Category Shift
Chart 113 Key Industry Trends for Polishes
Sales Remain Flat as Convenience Innovations Drive Category Shift
Evolving Product Formats Redefine Polish Offerings for Convenience and Premium Care
Chart 114 Evolving Product Formulas
Chart 115 Value Sales 2020-2030
Chart 116 Volume Sales 2020-2030
Chart 117 Value Sales by Category 2025
Brands Drive Growth with Sustainable and Convenient Solutions
Premium Offerings Set to Capitalise on Consumer Willingness to Pay More
Sustainability Requirements and E-Commerce Will Reshape Competitive Landscape
Chart 118 Analyst Insight for Polishes
Chart 119 Forecast Value Sales 2020-2030
Chart 120 Forecast Value Sales by Category 2025-2030
Reckitt and Sc Johnson Dominate Polishes through Innovation
Chart 121 Company Shares 2025
Chart 122 Brand Shares 2025
Supermarkets Channel Maintains Dominance as E-Commerce Gains Share for Premium Products
Chart 123 Retail Channels 2020-2025
Chart 124 Economic Context for Polishes
Chart 125 Real Gdp Growth 2020-2030
Chart 126 Inflation 2020-2030
Chart 127 Consumer Context for Polishes
Chart 128 Population 2020-2030
Chart 129 Consumer Expenditure 2020-2030
Chart 130 Population by Generation 2025
Surface Care in Australia
Key Data Insights
Health and Wellness Priorities Drive Category Growth
Chart 131 Key Industry Trends for Surface Care
Health and Wellness Priorities Drive Category Growth
Sustainability Reshapes Premium Segments
Chart 132 Koala Eco Launches Natural Concentrated Kitchen Cleaner
Format Innovation Enhances Convenience and Functionality
Chart 133 Windex Launches Foam Cleaner that Clings to Vertical Surfaces
Chart 134 Value Sales 2020-2030
Chart 135 Volume Sales 2020-2030
Chart 136 Value Sales by Category 2025
Sustainability and Wellness Priorities to Drive Category Expansion
Chart 137 Analyst Insight for Surface Care
Format Innovation Enhances Convenience and Functionality
E-Commerce Expansion Is Reshaping Purchase Behaviour
Chart 138 Forecast Value Sales 2020-2030
Chart 139 Forecast Value Sales by Category 2025-2030
Leading Brands Secure Positions through Strategic Focus and Innovation
Strategic Shifts and Emerging Opportunities
Chart 140 Company Shares 2025
Chart 141 Brand Shares 2025
Supermarket Channel Dominates as E-Commerce Gains Traction
Chart 142 Retail Channels 2020-2025
Chart 143 Economic Context for Surface Care
Chart 144 Real Gdp Growth 2020-2030
Chart 145 Inflation 2020-2030
Chart 146 Consumer Context for Surface Care
Chart 147 Population 2020-2030
Chart 148 Consumer Expenditure 2020-2030
Chart 149 Population by Generation 2025
Toilet Care in Australia
Key Data Insights
Innovation and Stable Economic Conditions Support Category Growth
Chart 150 Key Industry Trends for Toilet Care
Innovation and Stable Economic Conditions Support Category Growth
Sustainability Drives Eco-Friendly Product Development
Evolving Formats Enhance Convenience and Functionality
Chart 151 World's First Cageless Rim Block
Chart 152 Value Sales 2020-2030
Chart 153 Volume Sales 2020-2030
Chart 154 Value Sales by Category 2025
Eco-Friendly Priorities to Drive Category Expansion
Chart 155 Analyst Insight for Toilet Care
Format Innovation Enhances User Experience
Channel Dynamics Will Evolve with E-Commerce Expansion
Chart 156 Forecast Value Sales 2020-2030
Chart 157 Forecast Value Sales by Category 2025-2030
Leading Brands Secure Positions through Innovation and Reputation
Chart 158 Company Shares 2025
Chart 159 Brand Shares 2025
Supermarkets Channel Dominates While E-Commerce Enjoys Significant Expansion
Brands Boost Digital Visibility to Capture New Consumer Demand
Chart 160 Retail Channels 2020-2025
Chart 161 Economic Context for Toilet Care
Chart 162 Real Gdp Growth 2020-2030
Chart 163 Inflation 2020-2030
Chart 164 Consumer Context for Toilet Care
Chart 165 Population 2020-2030
Chart 166 Consumer Expenditure 2020-2030
Chart 167 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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