Home Care in Chile

April 2026
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Chile 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 Chile, 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 Chile 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 Chile?
  • Which are the leading brands in Home Care in Chile?
  • How are products distributed in Home Care in Chile?
  • 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 Chile

Chile's Rising Median Disposable Income per Household Supports Growth

Key Data Insights

Chart 1 Key Industry Trends for Home Care
Chile's Rising Median Disposable Income per Household Supports Growth
Laundry Care Dominates Market Share with Evolving Formats
Casa Nativa and the Pink Stuff Lead Trend Shifts
Chart 2 Biodegradable, Concentrated and Non-Toxic Products Drive Casa Nativa’s Growth
Chart 3 Value Sales of Home Care 2020-2030
Chart 4 Volume Sales of Home Care 2020-2030
Chart 5 Value Sales of Home Care by Category 2025
Consumers to Drive Demand for Sustainable and Convenient Home Care Solutions
Laundry Care Will Remain Dominant, Boosted by Evolving Product Formats
Digital Channels and Multifunctionality to Shape Industry Dynamics
Chart 6 Forecast Value Sales of Home Care 2020-2030
Chart 7 Forecast Value Sales of Home Care by Category 2025-2030
Unilever and Sc Johnson Lead with Strong Brand Portfolios
New Product Formats and Private Label Reshape Market Dynamics
Chart 8 The Pink Stuff Leads the Shift to Versatile Cleaning Solutions
Walmart’S "Productos a Mil" Campaign Impacts Laundry Care
Chart 9 Walmart Chile Highlights Detergents and Fabric Softeners in Extensive 2025 Promotion
Chart 10 Company Shares of Home Care 2025
Chart 11 Brand Shares of Home Care 2025
Modern Grocery Retailers Dominate Home Care Sales with Their Wide Product Ranges
Retail Retail E-Commerce Grows Strongly with Omnichannel Strategies
Chart 12 Analyst Insight for Home Care
No New Retail Brands or Concepts Expected to Emerge in 2026
Chart 13 Retail Channels for Home Care 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 Chile

Key Data Insights

Premium and Sustainable Products Drive Market Growth
Chart 21 Key Industry Trends for Air Care
Premium and Sustainable Products Drive Market Growth
Spray/Aerosol Air Fresheners Dominate Market Share
Madison & Co and Biogreen Chile Lead the Premium and Sustainable Trends
Chart 22 Analyst Insight for Air Care
Chart 23 Madison & Co. Elevates Chilean Homes with Premium Electric Diffusers
Chart 24 Value Sales of Air Care 2020-2030
Chart 25 Volume Sales of Air Care 2020-2030
Chart 26 Value Sales of Air Care by Category 2025
Premium and Online Sales to Drive Future Growth
Spray/Aerosol Air Fresheners to Remain Dominant
Sustainability and Smart Technologies to Shape the Future
Chart 27 Forecast Value Sales of Air Care 2020-2030
Chart 28 Forecast Value Sales of Air Care by Category 2025-2030
Sc Johnson & Son Dominates Air Care with Its Extensive Portfolio
Biogreen Chile a Leading Player in Sustainable Air Fresheners
Chart 29 Biogreen Chile Leads the Market in Sustainable Home Fragrances
Stable Competitive Landscape with Opportunities for Innovation
Chart 30 Company Shares of Air Care 2025
Chart 31 Brand Shares of Air Care 2025
Supermarkets and Hypermarkets Lead Distribution in Air Care
Retail E-Commerce Gains Traction with Omnichannel Strategies
No Emerging Retail Brands or Concepts Reported for 2026
Chart 32 Retail Channels for Air Care 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 Chile

Key Data Insights

Consumer Shift to Multifunctional Products Impacts Sales
Chart 40 Key Industry Trends for Bleach
Consumer Shift to Multifunctional Products Impacts Sales
Gel Bleach Formats Drive Sales with User-Friendly Features
Health and Wellness Trend Drives Innovation and Sustainability
Chart 41 Value Sales of Bleach 2020-2030
Chart 42 Volume Sales of Bleach 2020-2030
Consumers Drive Demand for Eco-Friendly Bleach Alternatives
Igenix Cloro Gel Offers User-Friendly Features and Multifunctionality
Economic Uncertainty and Safety Concerns Shape Business Impact
Chart 43 Forecast Value Sales of Bleach 2020-2030
Clorox Chile Dominates with a Strong Brand Portfolio
Igenix Cloro Gel Gains Popularity with User-Friendly Features
Chart 44 Igenix Cloro Gel Gains Popularity with Scented, Consumer-Friendly Formula
No Significant Mergers or Acquisitions Impact the Market
Chart 45 Company Shares of Bleach 2025
Chart 46 Brand Shares of Bleach 2025
Supermarkets Dominate Bleach Sales with Wide Product Ranges
Supermarket E-Commerce Grows Strongly with Fast Delivery Options
Retail E-Commerce Poses Limited Competition to Offline Stores
Chart 47 Retail Channels for Bleach 2020-2025
Chart 48 Economic Context for Bleach
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Bleach
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025

Dishwashing in Chile

Key Data Insights

Walmart Drives Affordable and Sustainable Dishwashing Solutions
Chart 55 Key Industry Trends for Dishwashing
Walmart Drives Affordable and Sustainable Dishwashing Solutions
Concentrated Solutions Gain Traction with Eco-Conscious Consumers
Chart 56 Walmart Expands Private-Label Dishwashing Line with Affordable Biodegradable Refill
Mood-Boosting Ingredients Reshape Consumer Preferences
Chart 57 Value Sales of Dishwashing 2020-2030
Chart 58 Volume Sales of Dishwashing 2020-2030
Chart 59 Value Sales of Dishwashing by Category 2025
Consumers to Drive Demand for Affordable and Sustainable Solutions
Automatic Dishwashing Will Lead Growth with Premium Formats
Chart 60 Analyst Insight for Dishwashing
Magistral's Exit Creates Opportunities for Competitors
Chart 61 Forecast Value Sales of Dishwashing 2020-2030
Chart 62 Forecast Value Sales by Category 2025-2030
Leading Companies Maintain Their Grip through Innovation and Affordability
Ultra-Concentrated Formulas Reduce Waste and Enhance Performance
Chart 63 Freemet Introduces Mandarin and Aloe Vera Fragrances in Dish Care
No Significant Mergers or Acquisitions, but Opportunities Arise From Magistral's Exit
Chart 64 Company Shares of Dishwashing 2025
Chart 65 Brand Shares of Dishwashing 2025
Hypermarkets/Supermarkets Drive Dishwashing Sales with Wide Product Ranges
Retail E-Commerce Gains Traction with Promotions and Omnichannel Strategies
No Emerging Retail Brands or Concepts in 2026
Chart 66 Retail Channels for Dishwashing 2020-2025
Chart 67 Economic Context for Dishwashing
Chart 68 Real Gdp Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Dishwashing
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025

Home Insecticides in Chile

Key Data Insights

Sc Johnson Drives Growth with Sustainable Product Innovation
Chart 74 Key Industry Trends for Home Insecticides
Sc Johnson Drives Growth with Sustainable Product Innovation
Seasonal Demand Fluctuations Impact Sales Growth
Evolving Consumer Preferences Drive Product Innovation
Chart 75 Value Sales of Home Insecticides 2020-2030
Chart 76 Volume Sales of Home Insecticides 2020-2030
Chart 77 Value Sales of Home Insecticides by Category 2025
Sustainable Product Innovation to Drive Market Growth
Spray/Aerosol Formats Will Remain Dominant
Health and Wellness Trends to Shape Future Product Offerings
Chart 78 Forecast Value Sales of Home Insecticides 2020-2030
Chart 79 Forecast Value Sales of Home Insecticides by Category 2025-2030
Sc Johnson & Son Dominates with Sustainable Innovation
Sc?Johnson Launches Plant-Based Raid Essentials
Chart 80 Sc Johnson Reinvents Insect Control with Plant-Based Raid Essentials
No Significant Mergers or Acquisitions or New Launches
Chart 81 Company Shares of Home Insecticides 2025
Chart 82 Brand Shares of Home Insecticides 2025
Supermarkets Drive Sales with Wide Product Assortment and Promotions
Chart 83 Analyst Insight for Home Insecticides
Retail E-Commerce Gains Traction with Fast Delivery and In-Store Pickup
No New Retail Brands or Concepts Emerged in 2026
Chart 84 Retail Channels for Home Insecticides 2020-2025
Chart 85 Economic Context for Home Insecticides
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Home Insecticides
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025

Laundry Care in Chile

Key Data Insights

Positive Growth Driven by Premium and Innovative Products
Chart 92 Key Industry Trends for Laundry Care
Positive Growth Driven by Premium and Innovative Products
Chart 93 Walmart Chile Highlights Detergents and Fabric Softeners in Extensive 2025 Promotion
Laundry Detergents Dominate Market Share with Steady Demand
Sustainable Innovations Drive Growth in Niche Categories
Chart 94 Analyst Insight for Laundry Care
Chart 95 Innovative and Sustainable Cleaning Solutions From Casa Nativa
Chart 96 Value Sales of laundry Care 2020-2030
Chart 97 Volume Sales of Laundry Care 2020-2030
Chart 98 Value Sales by Category 2025
Consumers to Drive Growth with Premium and Sustainable Choices
Laundry Detergents Will Maintain Their Dominance, Helped by Evolving Formats
Refill Formats and Eco-Friendly Products to Gain Traction
Chart 99 Forecast Value Sales of Laundry Care 2020-2030
Chart 100 Forecast Value Sales of Laundry Care by Category 2025-2030
Unilever and Procter & Gamble Dominate with Innovative Products
Innovative Product Launches Drive Premiumisation and Sustainability
Chart 101 Vanish Powergel Pre Lavado Drives Innovation with 2X Concentrated Formula for Tough Stains
Stable Competitive Landscape with No Significant Mergers or New Entrants
Chart 102 Company Shares of Laundry Care 2025
Chart 103 Brand Shares of Laundry Care 2025
Supermarkets Drive Laundry Care Sales with Their Wide Product Ranges
Retail E-Commerce Gains Traction with Fast Delivery and Convenience
No New Retail Brands or Concepts Emerge in 2026
Chart 104 Retail Channels for Laundry Care 2020-2025
Chart 105 Economic Context for Laundry Care
Chart 106 Real Gdp Growth 2020-2030
Chart 107 Inflation 2020-2030
Chart 108 Consumer Context for Laundry Care
Chart 109 Population 2020-2030
Chart 110 Consumer Expenditure 2020-2030
Chart 111 Population by Generation 2025

Polishes in Chile

Key Data Insights

Decline in Traditional Products Fuels Shift to Multifunctionality
Chart 112 Key Industry Trends for Polishes
Decline in Traditional Products Fuels Shift to Multifunctionality
Sc Johnson & Son Launches Multifunctional Product Offering
Chart 113 Versatile Cleaning Made Easy with Blem Multisuperficies in Chile
Metal Polish Shows Resilience Amidst Overall Polishes Category Decline
Chart 114 Value Sales of Polishes 2020-2030
Chart 115 Volume Sales of Polishes 2020-2030
Chart 116 Value Sales of Polishes by Category 2025
Consumers to Drive Multifunctionality and Sustainability in Cleaning Products
Niche Demand Sustains Metal Polish Amidst Overall Polishes Decline
Shoe Polish Demand to Improve with Changing Work Trends
Chart 117 Analyst Insight for Polishes
Chart 118 Forecast Value Sales of Polishes 2020-2030
Chart 119 Forecast Value Sales of Polishes by Category 2025-2030
Empresas Demaria Maintains Lead with Strong Brand Portfolio
Sustainability Initiatives Drive Future Growth Opportunities
Chart 120 Company Shares of Polishes 2025
Chart 121 Brand Shares of Polishes 2025
Modern Grocery Retailers Remain the Dominant Channel for Polishes Sales
Supermarket E-Commerce Emerges as Fastest Growing Channel
No Emerging Retail Brands or Concepts in Polishes for 2026
Chart 122 Retail Channels for Polishes 2020-2025
Chart 123 Economic Context for Polishes
Chart 124 Real Gdp Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Polishes
Chart 127 Population 2020-2030
Chart 128 Consumer Expenditure 2020-2030
Chart 129 Population by Generation 2025

Surface Care in Chile

Key Data Insights

Concentrated Formulations and Private Label Drive Growth
Chart 130 Key Industry Trends for Surface Care
Concentrated Formulations and Private Label Drive Growth
The Pink Stuff Leads the Shift to Versatile Cleaning
Freemet's Refillme Simplifies Cleaning and Cuts Waste
Chart 131 Freemet’S Refillme Simplifies Cleaning and Cuts Waste
Chart 132 Value Sales of Surface Care 2020-2030
Chart 133 Volume Sales of Surface Care 2020-2030
Chart 134 Value Sales of Surface Care by Category 2025
Consumers to Drive Demand for Sustainable and Versatile Cleaning Solutions
Multipurpose Cleaners the Biggest Category in Value Terms
Innovative Formats and Sustainability to Shape Future Business Strategies
Chart 135 Forecast Value Sales of Surface Care 2020-2030
Chart 136 Forecast Value Sales of Surface Care by Category 2025-2030
Sc Johnson and Clorox Maintain the Lead, Helped by Their Innovation
Chart 137 Analyst Insight for Surface Care
The Pink Stuff and Freemet Lead Innovative Product Launches
Chart 138 The Pink Stuff Leads the Shift to Versatile Cleaning Solutions
No Significant Mergers or Acquisitions
Chart 139 Company Shares of Surface Care 2025
Chart 140 Brand Shares of Surface Care 2025
Modern Grocery Retailers Lead Surface Care Sales Thanks to Their Wide Product Ranges
Retail E-Commerce Drives Growth with Promotions and Omnichannel Strategies
Omnichannel Strategies to Shape Future of Surface Care Distribution
Chart 141 Retail Channels for Surface Care 2020-2025
Chart 142 Economic Context for Surface Care
Chart 143 Real Gdp Growth 2020-2030
Chart 144 Inflation 2020-2030
Chart 145 Consumer Context for Surface Care
Chart 146 Population 2020-2030
Chart 147 Consumer Expenditure 2020-2030
Chart 148 Population by Generation 2025

Toilet Care in Chile

Key Data Insights

Private Label Gains Traction with Multipurpose Cleaners
Chart 149 Key Industry Trends for Toilet Care
Private Label Gains Traction with Multipurpose Cleaners
Mood-Boosting Ingredients Drive Innovation and Sales
The Pink Stuff Sustains Viral Momentum with Eco-Friendly Appeal
Chart 150 The Pink Stuff Maintains Its Viral Momentum in Chile’S Eco-Friendly Cleaning Market
Chart 151 Value Sales of Toilet Care 2020-2030
Chart 152 Volume Sales of Toilet Care 2020-2030
Chart 153 Value Sales of Toilet Care by Category 2025
Consumers to Drive Demand for Convenient and Scented Solutions
Sustainability and Eco-Friendliness to Gain Prominence
In-Cistern Devices to See the Most Dynamic Growth
Chart 154 Analyst Insight for Toilet Care
Chart 155 Forecast Value Sales of Toilet Care 2020-2030
Chart 156 Forecast Value Sales of Toilet Care by Category 2025-2030
Sc Johnson & Son and Reckitt Benckiser Continue to Lead, Backed by Their Innovation
No Significant Mergers or New Entrants in 2025
Chart 157 Company Shares of Toilet Care 2025
Chart 158 Brand Shares of Toilet Care 2025
Supermarkets Drive Toilet Care Sales with Wide Product Ranges
Retail E-Commerce Grows but Remains Limited in Toilet Care
No Emerging Retail Brands or Concepts Identified for 2026
Chart 159 Retail Channels for Toilet Care 2020-2025
Chart 160 Economic Context for Toilet Care
Chart 161 Real Gdp Growth 2020-2030
Chart 162 Inflation 2020-2030
Chart 163 Consumer Context for Toilet Care
Chart 164 Population 2020-2030
Chart 165 Consumer Expenditure 2020-2030
Chart 166 Population by Generation 2025

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Download table of contents
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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