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Steady Growth Driven by Evolving Consumer Preferences and Innovation
The home care market in Ireland is experiencing steady growth, of 3% in current value terms to reach total retail sales of EUR362 million in 2025, driven by consumer preferences for sustainability, premiumisation and innovation. The market is expected to continue growing, registering a current value CAGR of 3% to reach sales of EUR426 million by 2030. To succeed, brands must adapt to changing consumer preferences, prioritising eco-friendly products, innovative formats and premium scents.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Ireland 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 Ireland, 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 Ireland 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 Ireland?
- Which are the leading brands in Home Care in Ireland?
- How are products distributed in Home Care in Ireland?
- 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 Ireland
Steady Growth Driven by Evolving Consumer Preferences and Innovation
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Steady Growth Driven by Evolving Consumer Preferences and Innovation
Laundry Care Dominates Market Share with Essential Products
Unilever Drives Growth with Innovative Bleach Foam Format
Chart 2 Domestos Bleach Foam Offers 360-Degree Spraying
Chart 3 Value Sales 2020-2030
Chart 4 Volume Sales 2020-2030
Chart 5 Value Sales by Category 2025
Sustainability and Innovation to Drive Home Care Growth
Dishwashing Leads Growth with Innovative Formats and Rising Penetration
Premiumisation and Eco-Friendliness to Shape Future Business Strategies
Chart 6 Analyst Insight for Home Care
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Unilever Lead with Significant Shares
Ecover and Unilever Lead the Way in Innovative Sustainable Products
Chart 9 Ecover Launches Plastic-Free Wrappers for Dishwasher Tablets
Reckitt Benckiser Divestment Reshapes Competitive Dynamics
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Supermarkets Dominate Home Care Sales with Strong Brand Visibility
Retail E-Commerce Grows Modestly as a Supplementary Channel
Discounters and E-Commerce Drive Competition in Home Care
Chart 12 Fragrance and Format Innovation Fuel Premiumisation in Home Care
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 Ireland
Key Data Insights
Consumers Drive Shift Towards Premium and Sustainable Air Care
Chart 21 Key Industry Trends for Air Care
Consumers Drive Shift Towards Premium and Sustainable Air Care
Yankee Candle and Air Wick Lead Premiumisation and Sustainability Efforts
Chart 22 Air Wick Strengthens Sustainability Credentials with Botanica Repositioning
Health and Wellness Trends Reshape Air Care Product Offerings
Chart 23 Air Wick Promotes Wellness with Essential Mist Diffuser Featuring Natural Oils and Ambient Light
Chart 24 Value Sales 2020-2030
Chart 25 Volume Sales 2020-2030
Chart 26 Value Sales by Category 2025
Premium and Sustainable Trends to Drive Growth
Electric and Candle Air Fresheners Expected to Lead Growth
Sustainability and Wellness Will Shape Future Business Strategies
Chart 27 Analyst Insight for Air Care
Chart 28 Forecast Value Sales 2020-2030
Chart 29 Forecast Value Sales by Category 2025-2030
Top Players Drive Concentration through Premiumisation
New Products Introduced by Yankee Candle and Air Wick
Chart 30 Yankee Candle Elevates Air Care with its Hello, Italy! Collection of Luxury-Inspired Scents
Future Opportunities in Premium and Sustainable Offerings
Chart 31 Company Shares 2025
Chart 32 Brand Shares 2025
Grocery Retailers Dominate Air Care Sales Thanks to Their Convenience
Retail E-Commerce Gains Traction with Trusted Brands
Established Players Lead with Premiumisation and Sustainability
Chart 33 Retail Channels 2020-2025
Chart 34 Economic Context for Air Care
Chart 35 Real Gdp Growth 2020-2030
Chart 36 Inflation 2020-2030
Chart 37 Consumer Context for Air Care
Chart 38 Population 2020-2030
Chart 39 Consumer Expenditure 2020-2030
Chart 40 Population by Generation 2025
Bleach in Ireland
Key Data Insights
Unilever Drives Format Innovation with Domestos Bleach Foam Launch
Chart 41 Key Industry Trends for Bleach
Unilever Drives Format Innovation with Domestos Bleach Foam Launch
Chart 42 Unilever Introduces Domestos Bleach Foam, Expanding Format Options for Targeted Cleaning
Sustainability Efforts Emerge in Traditionally Chemical-Heavy Bleach Category
Format Innovation Sustains Demand for Bleach among Price-Sensitive Consumers
Chart 43 Value Sales 2020-2030
Chart 44 Volume Sales 2020-2030
Unilever Driving Format Innovation and Sustainability
Shifting Consumer Preferences and Sustainability Concerns
Business Impact of Emerging Trends
Chart 45 Forecast Value Sales 2020-2030
Domestos and Tesco Lead through Format Innovation and Affordability
No Significant Mergers or Acquisitions, Limited New Launches
Chart 46 Analyst Insight for Bleach
Chart 47 Company Shares 2025
Chart 48 Brand Shares 2025
Grocery Retailers Dominate Bleach Sales with a Strong In-Store Presence
Retail E-Commerce Grows Slowly as Consumer Habits Evolve
No New Retail Concepts or Collaborations Emerge in 2026
Chart 49 Retail Channels 2020-2025
Chart 50 Economic Context for Bleach
Chart 51 Real Gdp Growth 2020-2030
Chart 52 Inflation 2020-2030
Chart 53 Consumer Context for Bleach
Chart 54 Population 2020-2030
Chart 55 Consumer Expenditure 2020-2030
Chart 56 Population by Generation 2025
Dishwashing in Ireland
Key Data Insights
Stable Value Growth Driven by Changing Household Habits
Chart 57 Key Industry Trends for Dishwashing
Stable Value Growth Driven by Changing Household Habits
Automatic Dishwashing Dominates with Convenience-Driven Growth
Ecover's Plastic-Free Innovation Sets Sustainability Benchmark
Chart 58 Ecover Launches Plastic-Free Dishwasher Tablets
Chart 59 Value Sales 2020-2030
Chart 60 Volume Sales 2020-2030
Chart 61 Value Sales by Category 2025
Rising Demand for Automatic Dishwashing Drives Growth
Automatic Dishwashing Tablets Will Maintain Their Dominance
Sustainability and Innovation to Drive Future Success
Chart 62 Forecast Value Sales 2020-2030
Chart 63 Forecast Value Sales by Category 2025-2030
Leading Brands Maintain Their Positions through Innovation and Sustainability
Fairy and Ecover Drive Innovation with New Formats and Sustainability
Chart 64 Fairy Offers Convenience with Skip the Soak Spray
Opportunities Emerge for Businesses Focusing on Sustainability
Chart 65 Company Shares 2025
Chart 66 Brand Shares 2025
Supermarkets Drive Dishwashing Sales with Wide Availability
Chart 67 Analyst Insight for Dishwashing
Discounters Gain Share with Private Label Alternatives
Retail E-Commerce Grows Slowly Due to Product Characteristics
Chart 68 Retail Channels 2020-2025
Chart 69 Economic Context for Dishwashing
Chart 70 Real Gdp Growth 2020-2030
Chart 71 Inflation 2020-2030
Chart 72 Consumer Context for Dishwashing
Chart 73 Population 2020-2030
Chart 74 Consumer Expenditure 2020-2030
Chart 75 Population by Generation 2025
Home Insecticides in Ireland
Key Data Insights
Sc Johnson Drives Safe Indoor Insect Control with Innovative Products
Chart 76 Key Industry Trends of Home Insecticides
Sc Johnson Drives Safe Indoor Insect Control with Innovative Products
Spray/Aerosol Largest but Electric Most Dynamic
Chart 77 SC Johnson Targets Urban Pest Control with Raid Essentials Light Trap
Sustainability and Safety Drive Innovation and Consumer Preference
Chart 78 Value Sales 2020-2030
Chart 79 Volume Sales 2020-2030
Chart 80 Value Sales by Category 2025
Consumers to Drive Demand for Safer and More Sustainable Solutions
Electric Insecticides Expected to Lead Growth Thanks to Their Convenience and Safety
Natural Ingredients and Eco-Friendly Packaging Will Be Gaining Traction
Chart 81 Forecast Value Sales 2020-2030
Chart 82 Forecast Value Sales by Category 2025-2030
Sc Johnson and Doff Portland Lead a Concentrated Market
Chart 83 Analyst Insight for Home Insecticides
No Significant Mergers or New Product Launches
Chart 84 Company Shares 2025
Chart 85 Brand Shares 2025
Supermarkets Dominate Sales with In-Person Shopping Experience
Home Products Specialists Drive E-Commerce Growth with Niche Products
No New Retail Brands or Concepts Emerge in 2026
Chart 86 Retail Channels 2020-2025
Chart 87 Economic Context for Home Insecticides
Chart 88 Real Gdp Growth 2020-2030
Chart 89 Inflation 2020-2030
Chart 90 Consumer Context for Home Insecticides
Chart 91 Population 2020-2030
Chart 92 Consumer Expenditure 2020-2030
Chart 93 Population by Generation 2025
Laundry Care in Ireland
Key Data Insights
Stable Value Growth Driven by Format Innovation and Sustainability
Chart 94 Key Industry Trends for Laundry Care
Stable Value Growth Driven by Format Innovation and Sustainability
Laundry Detergents Dominate, Boosted by Evolving Formats
Sustainability and Fragrance Drive Innovation and Growth
Chart 95 Ecover's Bio-Based Capsules
Chart 96 Analyst Insight for Laundry Care
Chart 97 Value Sales 2020-2030
Chart 98 Volume Sales 2020-2030
Chart 99 Value Sales by Category 2025
Sustainability and Convenience Drive Laundry Care Growth
Liquid Tablet Detergents Will Continue to Lead Growth Thanks to Their Innovation and Convenience
Eco-Friendly Trends and Private Label Growth to Reshape Landscape
Chart 100 Forecast Value Sales 2020-2030
Chart 101 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Unilever Dominate Laundry Care
Ecover and Ariel Lead the Way with Innovative Sustainable Products
Chart 102 Ariel Launches “The Big One” Pods for Larger Loads
Reckitt's Divestment Reshapes Competitive Landscape
Chart 103 Company Shares 2025
Chart 104 Brand Shares 2025
Supermarkets Lead Laundry Care Sales with Steady Demand
Retail E-Commerce Gains Traction Slowly with Convenience
No New Retail Brands or Concepts Emerge in 2026
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 Ireland
Key Data Insights
Sustainability Efforts Drive Consumer Choice Despite the Volume Decline
Chart 113 Key Industry Trends for Polishes
Sustainability Efforts Drive Consumer Choice Despite the Volume Decline
Chart 114 Analyst Insight for Polishes
Largest Category Furniture Polish Driven by Historical Sales Patterns
Metal Polish Sees Better Value Than Volume Performance Due to Premiumisation
Chart 115 Pledge's Recyclable Packaging
Chart 116 Value Sales 2020-2030
Chart 117 Volume Sales 2020-2030
Chart 118 Value Sales by Category 2025
Consumers Will Continue to Favour Multipurpose Cleaners over Specialised Polishes
Furniture Polish Will Remain the Largest Category, Despite Declining Volumes
Sustainability and Premiumisation to Shape Future Business Strategies
Chart 119 Forecast Value Sales 2020-2030
Chart 120 Forecast Value Sales by Category 2025-2030
Leading Brands Maintain Dominance through Legacy and Specialisation
Stability and Decline Characterise the Competitive Landscape
Chart 121 Company Shares 2025
Chart 122 Brand Shares 2025
Supermarkets Dominate Polish Sales
Retail E-Commerce Grows Marginally Despite Niche Brand Presence
No New Retail Brands or Concepts Emerge in 2026
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 Ireland
Key Data Insights
Brands Prioritise Versatility and Simplicity to Align with Evolving Consumer Habits
Chart 131 Key Industry Trends for Surface Care
Brands Prioritise Versatility and Simplicity to Align with Evolving Consumer Habits
Probiotic Cleaners Redefine Sustainability in Surface Care
Chart 132 Analyst Insight for Surface Care
Multipurpose Cleaners Drive Category Consolidation
Chart 133 Value Sales 2020-2030
Chart 134 Volume Sales 2020-2030
Chart 135 Value Sales by Category 2025
Consumers to Drive Demand for Versatile and Eco-Friendly Cleaning Solutions
Multipurpose Cleaners Will Remain Dominant, Sustainability Concerns to Increase
Regulatory Changes and Lifestyle Shifts to Influence Market Dynamics
Chart 136 Forecast Value Sales 2020-2030
Chart 137 Forecast Value Sales by Category 2025-2030
Top Players Maintain the Leading Positions through Innovation and Marketing
Chart 138 Unilever Reduces Chemical Usage with Probiotic Surface Cleaners
Brands Launching Multisurface Cleaners
Chart 139 Major Brands Embrace the Multipurpose Shift
Reckitt's Divestment Reshapes Competitive Landscape
Chart 140 Company Shares 2025
Chart 141 Brand Shares 2025
Supermarkets Lead Surface Care Sales Thanks to Their Wide Reach
E-Commerce Grows as Consumers Seek Convenience
Trends Shaping Retail Environment
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 Ireland
Key Data Insights
Sc Johnson Drives Sustainability with Eco-Friendly Innovations
Chart 150 Key Industry Trends for Toilet Care
Sc Johnson Drives Sustainability with Eco-Friendly Innovations
Chart 151 Duck Strengthens Eco Profile with Biodegradable Gel and Recycled Packaging
Premium Brands Capitalise on Consumer Demand for Added Value
Toilet Liquids/Foam the Largest Category
Chart 152 Analyst Insight for Toilet Care
Chart 153 Value Sales 2020-2030
Chart 154 Volume Sales 2020-2030
Chart 155 Value Sales by Category 2025
Sustainability and Premiumisation to Drive Future Growth
Eco-Friendly Innovations to Shape Competitive Landscape
Chart 156 Forecast Value Sales 2020-2030
Chart 157 Forecast Value Sales by Category 2025-2030
Top Players Help Maintain the Leading Positions through Innovation
Manufacturers May Step up Efforts to Differentiate Toilet Care From Bleach
Chart 158 Company Shares 2025
Chart 159 Brand Shares 2025
Supermarkets Dominate Sales with Wide Product Assortments
Discounters Gain Ground among Price-Sensitive Consumers
E-Commerce Grows Steadily, Driven by Bulk Buying and Subscriptions
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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