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Value Sales Continue to Rise, with Laundry Care Remaining Dominant
The home care industry in Mexico experienced moderate current value growth of 3%? in 2025, driven primarily by price increases, although a small volume rise was also seen. Laundry care remained the largest category, with a strong demand for convenient and efficient products such as liquid detergents. There is a high level of concentration among the top four companies, with Fábrica de Jabón La Corona leading. The growth of private label products is reshaping consumer perceptions, positioning store brands as high-quality options. Looking ahead, the industry is expected to experience moderate growth, driven by nearshoring, changes in consumer lifestyles, and a focus on sustainability.
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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
Value Sales Continue to Rise, with Laundry Care Remaining Dominant
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Value Sales Continue to Rise, with Laundry Care Remaining Dominant
Formats Evolve to Meet Consumers' Changing Lifestyles
Chart 2 Unilever Unveils Innovative Triple-Chamber Dishwasher Pods From Seventh Generation
Industrias Alen Drives Fragrance Innovation
Chart 3 Industrias Alen Unveils “Pinol Love”: Limited Edition Fragrance for Valentine’S Day
Chart 4 Value Sales of Home Care 2020-2030
Chart 5 Volume Sales of Home Care 2020-2030
Chart 6 Value Sales of Home Care by Category 2025
Sustainable and Convenient Products Expected to Drive Growth
Chart 7 Analyst Insight for Home Care
Laundry Care to Remain the Largest Category and See Steady Growth, Although Formats Will Change
Retail E-Commerce to Reshape the Retail Landscape
Chart 8 Forecast Value Sales of Home Care 2020-2030
Chart 9 Forecast Value Sales of Home Care by Category 2025-2030
Fábrica De Jabón La Corona Leads with a Strong Brand Portfolio
Private Label Gains Traction Amid Economic Uncertainty
Chart 10 Costco Launched Its Platinum Performance Ultra Shine Automatic Dishwashing Tablets
Walmart Drives Sustainability with Circular Economy Initiatives
Strategic Moves May Reshape the Competitive Dynamics
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Small Local Grocers Leads Sales with Proximity and Personalised Service
Retail E-Commerce Gains Traction with Convenience and Variety
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 Mexico
Key Data Insights
Spray/Aerosol Air Fresheners Maintains Its Lead Due to Affordability and Accessibility
Chart 21 Key Industry Trends for Air Care
Spray/Aerosol Air Fresheners Maintains Its Lead Due to Affordability and Accessibility
Electric Air Fresheners and Multifunctional Products Indicative of the Premiumisation Trend
Chart 22 “Air Wick Essential Mist: a Premium Approach to Wellness-Oriented Air Care
Health and Wellness Trend Reshapes Product Formulations and Packaging
Chart 23 Air Wick’S Odor Neutraliser: Natural Ingredients and Sustainable Packaging
SC Johnson & Son Drives Mood-Boosting Innovations
Chart 24 SC Johnson & Son Unveils New Glade Mood Collection
Chart 25 Value Sales of Air Care 2020-2030
Chart 26 Volume Sales of Air Care 2020-2030
Chart 27 Value Sales of Air Care by Category 2025
Affordability Will Ensure Spray/Aerosol Air Fresheners Remains the Most Popular Format
Consumers Will Demand Premium Innovations, Driving Growth for Electric Air Fresheners
Sustainability and Natural Ingredients to Shape Future Product Development
Chart 28 Analyst Insight for Air Care
Chart 29 Forecast Value Sales of Air Care 2020-2030
Chart 30 Forecast Value Sales of Air Care by Category 2025-2030
SC Johnson & Son Strengthens Its Lead with Innovative Offerings
Dynamics Could Shift with Reckitt Benckiser’S Divestment
Chart 31 Company Shares of Air Care 2025
Chart 32 Brand Shares of Air Care 2025
Hypermarkets Leads Air Care Thanks to Extensive Shelf Space and Premium Range
Retail E-Commerce Gains Traction with Convenience and Variety
Chart 33 Retail Channels for Air Care 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 Mexico
Key Data Insights
Modest Growth Driven by Price Increases Amid Maturity
Chart 41 Key Industry Trends for Bleach
Modest Growth Driven by Price Increases Amid Maturity
Multifunctionality Drives Innovation and Consumer Preference
Chart 42 Grupo Alen Launches Cloralex Gel Marino: a Versatile and Long-Lasting Bleach Innovation
Chart 43 Value Sales of Bleach 2020-2030
Chart 44 Volume Sales of Bleach 2020-2030
Flat Volume Growth Expected Amid Maturity
Pet-Friendly and Multifunctional Formulations to Be Key Opportunities
Alternative Retail Channels to Drive Sales through Service and Portfolio Diversification
Chart 45 Forecast Value Sales of Bleach 2020-2030
Leading Manufacturers Maintain Dominance through Innovation
Chart 46 Company Shares of Bleach 2025
Chart 47 Brand Shares of Bleach 2025
Small Local Grocers Dominates Bleach through Accessibility
Retail E-Commerce Remains Limited for Bleach Due to Established Consumer Preferences
Chart 48 Retail Channels for Bleach 2020-2025
Chart 49 Economic Context for Bleach
Chart 50 Real GDP Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Bleach
Chart 53 Population 2020-2030
Chart 54 Consumer Expenditure 2020-2030
Chart 55 Population by Generation 2025
Dishwashing in Mexico
Key Data Insights
Convenience and Performance Drive Growth, with Hand Dishwashing Remaining Dominant
Chart 56 Key Industry Trends for Dishwashing
Convenience and Performance Drive Growth, with Hand Dishwashing Remaining Dominant
Demand for Different Product Formats among Busy Urban Consumers
Chart 57 Unilever Unveils Innovative Triple-Chamber Dishwasher Pods From Seventh Generation
Companies Align Their Products with the Health and Wellness Trend
Chart 58 Value Sales of Dishwashing 2020-2030
Chart 59 Volume Sales of Dishwashing 2020-2030
Chart 60 Value Sales of Dishwashing by Category 2025
Rising Demand for Automatic Dishwashing Anticipated to Drive Growth
Chart 61 Analyst Insight for Dishwashing
Local Sourcing and Strategic Pricing Will Be Important in Automatic Dishwashing
Sustainability Will Shape the Future
Chart 62 Forecast Value Sales of Dishwashing 2020-2030
Chart 63 Forecast Value Sales of Dishwashing by Category 2025-2030
Colgate-Palmolive and Procter & Gamble Together Dominate Sales
Private Label Disrupts the Competitive Landscape
Chart 64 Costco's Launched Its Platinum Performance Ultra Shine Automatic Dishwashing Tablets
Chart 65 Company Shares of Dishwashing 2025
Chart 66 Brand Shares of Dishwashing 2025
Hypermarkets Leads Dishwashing through a Wide Product Range
Retail E-Commerce Grows Rapidly, Driven by Convenience and Variety
Chart 67 Retail Channels for Dishwashing 2020-2025
Chart 68 Economic Context for Dishwashing
Chart 69 Real GDP Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Dishwashing
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Home Insecticides in Mexico
Key Data Insights
Consumers Look for Convenience and Ease of Use in Home Insecticides
Chart 75 Key Industry Trends for Home Insecticides
Consumers Look for Convenience and Ease of Use in Home Insecticides
Proliferation of Mosquitoes Due to Climate Change Drives Growth
Chart 76 Raid’S Rainy Season Campaign: Targeting Urban Mosquito Threats with Family-Safe Protection
Health and Wellness Is an Important Trend in Home Insecticides
Chart 77 Raid Essentials Expands with Plant-Based Aerosol for Safe, Effective Home Pest Control
Chart 78 Value Sales of Home Insecticides 2020-2030
Chart 79 Volume Sales of Home Insecticides 2020-2030
Chart 80 Value Sales of Home Insecticides by Category 2025
Consumers Will Drive Demand for Safer and More Effective Solutions
Spray/Aerosol Insecticides to Remain Dominant, but Electric Insecticides to See Faster Growth
Retail E-Commerce Expected to Boost Sales by Providing Information and Low Prices
Chart 81 Forecast Value Sales of Home Insecticides 2020-2030
Chart 82 Forecast Value Sales of Home Insecticides by Category 2025-2030
SC Johnson & Son Dominates Home Insecticides through Innovation
Chart 83 Company Shares of Home Insecticides 2025
Chart 84 Brand Shares of Home Insecticides 2025
Hypermarkets Leads Sales of Home Insecticides through Convenience
Retail E-Commerce Grows Moderately Despite Urgent Pest Control Needs
Chart 85 Retail Channels for Home Insecticides 2020-2025
Chart 86 Economic Context for Home Insecticides
Chart 87 Real GDP Growth 2020-2030
Chart 88 Inflation 2020-2030
Chart 89 Consumer Context for Home Insecticides
Chart 90 Population 2020-2030
Chart 91 Consumer Expenditure 2020-2030
Chart 92 Population by Generation 2025
Laundry Care in Mexico
Key Data Insights
Premium Formulations Drive Growth Amidst Economic Uncertainty
Chart 93 Key Industry Trends for Laundry Care
Premium Formulations Drive Growth Amidst Economic Uncertainty
Shift Towards Liquid Formats and Enhanced Functionality Define Laundry Care
Chart 94 Henkel’S Persil Unveils New Formula: Cleaner Clothes, Cleaner Machine
Premiumisation Flourishes in Mexico via Advanced Fragrance and Targeted Fabric Care
Chart 95 Launch of Ensueño Piel Sensible: a Liquid Fabric Softener for Sensitive Skin
Chart 96 Value Sales of Laundry Care 2020-2030
Chart 97 Volume Sales of Laundry Care 2020-2030
Chart 98 Value Sales of Laundry Care by Category 2025
Value Growth Set to Continue, with More Consumers Demanding Sustainable Laundry Care Solutions
Despite Challenges, Premiumisation Will Remain an Important Trend
Chart 99 Analyst Insight for Laundry Care
Laundry Detergents Anticipated to Maintain Dominance through Innovation
Chart 100 Forecast Value Sales of Laundry Care 2020-2030
Chart 101 Forecast Value Sales of Laundry Care by Category 2025-2030
Fábrica De Jabón La Corona Dominates through Brand Heritage
Private Label Gains Traction as Consumers Seek Value
Chart 102 Member’S Mark 2025 Detergent Relaunch: High-Performance Cleaning at Club Value
Chart 103 Brand Shares of Laundry Care 2025
Other Non-Grocery Retailers and Small Local Grocers Lead Laundry Care Distribution
Retail E-Commerce Gains Traction in Laundry Care
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 Mexico
Key Data Insights
Modest Value Growth in Polishes Driven by Price Increases
Chart 112 Key Industry Trends for Polishes
Modest Value Growth in Polishes Driven by Price Increases
Shoe Polish Sees the Slowest Value Increase, Reflecting Changing Footwear Trends
Multifunctionality Drives Innovation and Consumer Preference
Chart 113 Multifunctional Floor Care: Alex 2-In-1 Cleaner and Polish for Cold Surfaces
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 Prioritise Sustainability and Multifunctionality
Shoe Polish Will Remain the Largest Category
Innovation and Multifunctionality Set to Drive Growth in the Future
Chart 117 Forecast Value Sales of Polishes by Category 2025-2030
SC Johnson & Son Maintains Lead through a Strong Brand Portfolio
Stable Category with Opportunities for Innovation
Chart 118 Company Shares of Polishes 2025
Chart 119 Brand Shares of Polishes 2025
Hypermarkets Leads Distribution with a Broad Product Offering
Retail E-Commerce Grows Slowly Due to Niche Product Demand
Chart 120 Retail Channels for Polishes 2020-2025
Chart 121 Economic Context for Polishes
Chart 122 Real GDP Growth 2020-2030
Chart 123 Inflation 2020-2030
Chart 124 Consumer Context for Polishes
Chart 125 Population 2020-2030
Chart 126 Consumer Expenditure 2020-2030
Chart 127 Population by Generation 2025
Surface Care in Mexico
Key Data Insights
Rising Prices Drive Value Growth in Surface Care, but Volume Growth Is Limited
Chart 128 Key Industry Trends for Surface Care
Rising Prices Drive Value Growth in Surface Care, but Volume Growth Is Limited
Fragrance Innovation Drives Premiumisation and Consumer Loyalty
Chart 129 Industrias Alen Unveils “Pinol Love”: Limited Edition Fragrance for Valentine’S Day
Evolving Product Formats Mean Multifunctional Products Gain Traction
Chart 130 Industrias Alen's Pinol Combines Natural Cleaning, Powerful Disinfection, and Insect Protection
Chart 131 Value Sales of Surface Care 2020-2030
Chart 132 Volume Sales of Surface Care 2020-2030
Chart 133 Value Sales of Surface Care by Category 2025
Consumers Expected to Demand Sustainable and Convenient Solutions
Multi-Purpose Cleaners Anticipated to Continue to Dominate
Retail E-Commerce Expected to Grow by Offering Convenience
Chart 134 Forecast Value Sales of Surface Care 2020-2030
Chart 135 Forecast Value Sales of Surface Care by Category 2025-2030
Leading Players Maintain Dominance through Innovation
Private Label Gains Traction with Promotional Strategies
Chart 136 Sam's Club Lavender Cleaner Relaunch: Enhanced Formula and Multi-Functional Benefits
Chart 137 Company Shares of Surface Care 2025
Chart 138 Brand Shares of Surface Care 2025
Discounters Leads Surface Care with Competitive Pricing
Retail E-Commerce Gains Traction with Convenience and Variety
Chart 139 Retail Channels for Surface Care 2020-2025
Chart 140 Economic Context for Surface Care
Chart 141 Real GDP Growth 2020-2030
Chart 142 Inflation 2020-2030
Chart 143 Consumer Context for Surface Care
Chart 144 Population 2020-2030
Chart 145 Consumer Expenditure 2020-2030
Chart 146 Population by Generation 2025
Toilet Care in Mexico
Key Data Insights
Demand for Convenience Drives Sales of Toilet Care Solutions across the Board
Chart 147 Key Industry Trends for Toilet Care
Demand for Convenience Drives Sales of Toilet Care Solutions across the Board
Evolving Product Formats in Toilet Care
Chart 148 Cloralex Relaunches Enhanced In-Cistern Tablets in Mexico
Fragrance Enhancements to Boost Mood and Drive Premiumisation
Chart 149 Volume Sales of Toilet Care 2020-2030
Chart 150 Value Sales of Toilet Care by Category 2025
Consumers Will Drive Demand for Convenient Solutions
Sustainable Products and Packaging Anticipated to Gain Traction
Private Label Expected to Gain Further Traction as the Perceived Quality Gap Narrows
Chart 151 Forecast Value Sales of Toilet Care 2020-2030
Chart 152 Forecast Value Sales of Toilet Care by Category 2025-2030
SC Johnson & Son Leads with a Strong Brand Portfolio
Chart 153 Company Shares of Toilet Care 2025
Chart 154 Brand Shares of Toilet Care 2025
Hypermarkets Leads Distribution Thanks to a Wide Range of Innovative Products
Chart 155 Retail Channels for Toilet Care 2020-2025
Chart 156 Economic Context for Toilet Care
Chart 157 Real GDP Growth 2020-2030
Chart 158 Inflation 2020-2030
Chart 159 Consumer Context for Toilet Care
Chart 160 Population 2020-2030
Chart 161 Consumer Expenditure 2020-2030
Chart 162 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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