Home care in 2024: The big picture
Home care in Denmark registered a strong performance in 2024 after several years of declining volume sales caused by sharp price rises and lower demand post-pandemic. There was a significant slowdown in the rate of price increases giving consumers some respite from the steep hikes during 2022 and 2023.
2024 key trends
A key theme shaping the direction of product development and innovation in home care is the quest to remove the chore from cleaning. Households want to minimise the time spent performing household duties to free up time for other activities.
Competitive landscape
The competitive landscape in home care is dominated by a select number of global and national brands, although multinationals take the lead, namely Unilever Danmark A/S, Reckitt Benckiser Nordic A/S and Colgate-Palmolive A/S. Manufacturers recalibrated their strategies in the latter part of the review period to streamline their brand and product portfolios and focus on strengthening and growing the position of profitable brands.
Retailing developments
In home care, value sales through discounters continued to grow at the expense of convenience retailers and supermarkets in 2024. This can be attributed to the household focus on price and cost savings, which is driving consumers towards channels and retailers that are renowned for their low-price offering.
What next for home care?
Home care is projected to grow modestly in constant value terms over the forecast period, although volume sales will be flatter in comparison reflecting the maturity of this category. Innovation in terms of more concentrated formulas and multifunctional home care products will dampen volume growth rates.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Denmark 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 Denmark, 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 Denmark 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 Denmark?
- Which are the leading brands in Home Care in Denmark?
- How are products distributed in Home Care in Denmark?
- 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 Denmark
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Denmark
KEY DATA FINDINGS
Consumers switch to eco-friendly and natural air care products
Premiumisation is evident in air care
Sustainability strategies focus on packaging
Weak consumer sentiment will hinder category performance
Scents and fragrances can elevate sales, notably during seasonal periods
Health-related challenges in the air care category
Bleach in Denmark
KEY DATA FINDINGS
Health concerns pose underlying threat to bleach category
Environmental concerns have become an issue
Lack of innovation hinders sales prospects
Bleach could benefit from more conservative spending
Innovation is needed to help reverse its fortunes
Environmental concerns will drive consumers away from bleach
Dishwashing in Denmark
KEY DATA FINDINGS
Brands focus on improving effectiveness to drive sales
Sustainability efforts focus on packaging
Energy saving benefits gain consumers’ attention
Weak consumer confidence will maintain price sensitivity
Automatic dishwashing will become more prominent
Addressing health concerns will be vital
Home Insecticides in Denmark
KEY DATA FINDINGS
Focus on effectiveness to drive sales
Brands develop eco-friendly formulas
Versatility is of key importance in home insecticides
Weak economic outlook will drive use of DIY alternatives
Multifunctional products have an opportunity to perform better
Opportunity to meet demand for natural and non-chemical based products
Laundry Care in Denmark
KEY DATA FINDINGS
Stronger consumer preference for liquid detergents
Growing household demand for sustainable and eco-friendly laundry care
Brands embrace new technology to improve efficacy
Weak consumer confidence to weigh on category performance
Rising demand for hypoallergenic and plant-based laundry care
Preference for multifunctional products to remain strong
Polishes in Denmark
KEY DATA FINDINGS
Brands promote versatility to broaden usage of polishes
Players focus on the core needs of convenience and efficacy
Low requirement for furniture and metal polishes
Challenging outlook for polishes
Polishes have opportunity to align with the sustainability trend
Threat of substitution from surface care and dishwashing
Surface Care in Denmark
KEY DATA FINDINGS
Multi-purpose surface cleaners remain a key choice
Improved formulas support growth in bathroom cleaners
Brands embrace more natural formulas in bid to shift away from harsh chemicals
Limited growth prospects in surface care
Effective formulas will continue to draw in consumers
Value and versatility will attract consumers in surface cleaners
Toilet Care in Denmark
KEY DATA FINDINGS
Sustainable packaging takes centre stage
New and improved formulas are used to entice consumers
Convenience trend shapes purchasing decisions
Households are still keen to economise
Fragrances and scents offer opportunities to add premium lines
Sustainability shapes product development
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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