Home care in 2024: The big picture
In 2024, home care in Mexico showed a positive performance in retail current value terms, derived mainly from economic stability during most of the year, and from an increasing number of households. According to INEGI in its last edition of ENADID (National Survey of Demographic Dynamics), Mexico reported a total of 38.
2024 key trends
According to Euromonitor’s Voice of the Consumer: Lifestyles Survey, fielded January to February 2024, in Latin America, almost 40% of consumers are willing to pay more for a quality attribute in a home care product, ranking first amongst the rest. In Mexico, according to interviews with key players in the industry, a long-lasting scent is the main indicator of quality in a home care product.
Competitive landscape
Facing a growing number of Mexican consumers more concerned about the cost-value ratio of the products they purchase, brands and products which deliver a better performance in this regard continued to gain relevance in 2024, meeting the need for practicality and savings. Concentrated cleaners, for instance, represent a benefit in terms of addressing climate change, since their consumption implies lower generation of waste in the form of plastic bottles, by offering a good cleaning performance with less volume.
Retailing developments
In Mexico, the share of offline retail in home care remained overwhelmingly dominant in value terms in 2024. Traditional distribution channels, mainly represented by small local grocers, remain essential for the sale of home care products in emerging markets such as Mexico, where small grocery stores are more than just a distribution channel; they are a social structure deeply embedded in popular culture.
What next for home care?
Mexican consumers have demonstrated resilience in general, yet the macro environment remains uncertain. Coupled with the cost-of-living crisis, this uncertainty is expected to make some consumers cautious about spending.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Mexico 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 Mexico, 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 Mexico 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 Mexico?
- Which are the leading brands in Home Care in Mexico?
- How are products distributed in Home Care in Mexico?
- 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 Mexico
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Mexico
KEY DATA FINDINGS
Economic stability helps drive a positive performance for air care in Mexico
Spray/aerosol air fresheners maintains its share, while new formats rise
PET bottles sees dynamic growth in air care due to excellent chemical resistance
Sensorial experiences a route to wellness and self-care
Next generation air care products likely to offer personalisation and scents that evoke spaces
“Fur babies” could be a future consumption opportunity
Bleach in Mexico
KEY DATA FINDINGS
Price competition is more aggressive as consumers are concerned about their spending
Bleach continues to be favoured as an all-purpose cleaner by low-income consumers
Cloralex brand maintains leadership with diversification strategy
Future consumption opportunities could include “fur babies”
Changing the narrative around bleach
Alternative channels to gain relevance in the forecast period
Dishwashing in Mexico
KEY DATA FINDINGS
Price competition on shelves in modern distribution channels
Private label remains strong, and has a positive outlook
Automatic dishwashing favoured by economic stability in Mexico
New hand dishwashing formats might gain attractiveness
Direct-to-consumer (D2C) channel set to continue gaining relevance
Dishwashing to move towards more visible sustainable initiatives
Home Insecticides in Mexico
KEY DATA FINDINGS
Climate change impacts home insecticides, due to the rise of dengue
Packaging matters – cans are safe and marketing-convenient in spray/aerosol insecticides
Surface care capitalises on insecticide attribute, delivering a value added performance
Sensitivity to unwanted substances on the rise
Home insecticides to boost its performance through hard discounters
Retail e-commerce likely to boost sales of home insecticides, due to informed consumers and a wider product range
Laundry Care in Mexico
KEY DATA FINDINGS
Format innovation awakens consumer interest
Leading brands prioritise superiority to support premium pricing
Water scarcity impacts consumers’ laundry habits
Players could capitalise on Mexican legislation for fractional sales in home care
Hard discounters set to move forward in Mexico, betting on private label
Consumers will increasingly seek detergents that make their clothes last longer
Polishes in Mexico
KEY DATA FINDINGS
Private label capitalises on performance attributes
Consumers feel closer to value-added products thanks to e-commerce
Wellness trend spotlights natural ingredients in polishes, such as honey
Consumers will seek to maintain items in good condition for longer
Polishes set to benefit from urban expansion and nearshoring
Relaxation of dress codes in the office set to prevent volume growth for shoe polish
Surface Care in Mexico
KEY DATA FINDINGS
Leading manufacturers expand their portfolios to meet specific needs
Self-care at home drives wellness trends in surface care
Small local grocers continue capitalising on urban expansion, satisfying proximity and added value
Rediscovering the traditional channel as part of the social structure of the market represents an opportunity for growth
New family structures will lead to different needs in surface care
AI to revolutionise the development of new scents, boosting dynamism in the category
Toilet Care in Mexico
KEY DATA FINDINGS
Modest volume growth as multi-purpose cleaners are popular amongst Mexicans
Building a brand portfolio strategy around a company’s key strengths
Active move towards sustainable packaging – pouches
Dominance of top players expected to prevail, while private label will gain relevance
Innovation expected to attract consumers’ attention
Wholesalers to benefit from growth in toilet care
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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