Home care in 2024: The big picture
Inflation began to stabilise during 2024 and as a result prices in most categories within home care registered a more moderate increase after the price hikes seen in the previous two years. Although Colombians continue to be challenged by tight budgets and a high cost of living, basic home care products like laundry care, bleach and surface care fared well although significant growth was not achieved.
2024 trends
Social networks are playing a key role in showcasing novelties, helping consumers to choose between brands, and giving tips and tricks for more efficient home cleaning. For example, Ara introduced a liquid scent booster which went viral thanks to platforms like TikTok, Facebook, and Instagram.
Competitive landscape
Private label continued to see dynamic growth in 2024 with these product now accounting for a third of retail value sales in home care, up from a fifth at the start of the review period. The rapid rise of private label is because of the low prices these products offer which has helped to attract consumers, many of whom have been facing financial difficulties.
Retailing developments
Thile there were no significant changes in the distribution of home care products in 2024, the discounters channel continued to see the biggest gains in terms of value share. The discounters channel has benefited from its strong value positioning and the increasing number of consumers that have switched to and stuck with private label brands.
What next for home care?
Political and economic challenges are likely to continue impacting the market and projections for GDP growth remain low, at least for 2024 and 2025, although inflationary pressures are expected to subside over the forecast period. As a result, demand for home care products is expected to rise gradually over the forecast period with prices tending to be steadier, although consumers are likely to remain price sensitive, at least in the short term.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Colombia 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 Colombia, 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 Colombia 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 Colombia?
- Which are the leading brands in Home Care in Colombia?
- How are products distributed in Home Care in Colombia?
- 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 Colombia
Home care in 2024: The big picture
2024 trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Colombia
KEY DATA FINDINGS
Spray/aerosol and liquid formats drive sales of air care in 2024
Private label maintains strong growth momentum but Glade maintains its leadership
Air care being positioned as a way to create a more relaxed environment in the home
Private label sales likely to continue growing
Innovation likely to focus on developing more sophisticated fragrances
Households with pets could present new growth opportunities
Bleach in Colombia
KEY DATA FINDINGS
The end of brand loyalty and the rise of private label
Gel bleach yet to make significant inroads
Players turn to new packaging to differentiate from the competition
Low prices should benefit volume growth
Discounters likely to become the dominant distribution channel for bleach
Sustainability concerns yet to have a big influence on purchasing decisions
Dishwashing in Colombia
KEY DATA FINDINGS
Solid formats remain popular due to economic pressures
Private label now dominates sales of hand dishwashing
Liquid formats lead sales of automatic dishwashing but tablets gaining ground
Steady demand expected for hand dishwashing boosted by innovation and new product development
Focus on saving water and energy likely to motivate more consumers to purchase dishwashers
Innovation may be necessary if brands are to fend off the increasing competition from private label
Home Insecticides in Colombia
KEY DATA FINDINGS
Climate change benefiting demand for insecticides
SC Johnson maintains its leadership in home insecticides
Black Flag enters spray/aerosol insecticides
Steady demand expected for home insecticides
Price competition likely to intensify over the forecast
Opportunities could exist for the development of chemical-free home insecticides
Laundry Care in Colombia
KEY DATA FINDINGS
Steadier prices observed in 2024 but performances are mixed across the different categories
Innovation is more focused on added-value features than on ingredients
Face-off between powder and liquid detergents
Low prices may not be enough to compete in laundry care
Competition likely to drive innovation
Social networks will continue playing a key role in showcasing novelties
Polishes in Colombia
KEY DATA FINDINGS
Shoe polish loses its shine as consumers explore alternative options
Industrias Bisonte continues to lead but sees growing competition from private label
Sales of metal, furniture, and floor polish all continue to decline in 2024
Sales not expected to recover with many consumers no longer seeing floor, metal and furniture polish as relevant
Changing footwear fashions could drive demand for more specialised products
Discounters could reduce their presence in polishes as sales dwindle
Surface Care in Colombia
KEY DATA FINDINGS
Price competition helps fuel volume growth
Private label players continue to innovate
Green products struggle to make inroads due to high prices an limited distribution
Private label expected to play a key role in the future success of surface care
Small local grocers present a potential opportunity for commercial brands
New opportunities could stem from Colombia’s growing pet population
Toilet Care in Colombia
KEY DATA FINDINGS
Toilet care products are not a priority for consumers
Multinational brands continue to lead but private label explodes onto the scene with affordable in-cistern devices
Social networks encouraging consumers to use homemade cleaning solutions
Private label expected to establish a stronger foothold in toilet care
Green products unlikely to emerge
Commercial brands have an opportunity relying on small local grocers
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.
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This report originates from Passport, our Home Care research and analysis database.
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