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Evolving Product Formats Support Value Growth through Convenience
The home care category in Singapore demonstrated a positive performance in 2025, driven by increasing demand for convenient, portable and multifunctional products, as well as greater awareness of sustainability. The market is shaped by evolving product formats, sustainability-driven innovation and rising demand for multifunctional cleaners that combine disinfecting, deodorising and surface-protecting functions. The competitive landscape remains concentrated, with leading players maintaining dominance through continuous innovation in refill pods, eco-refill ranges and all-in-one cleaning solutions. The market is projected to see growth underpinned by mandatory sustainability compliance through Extended Producer Responsibility schemes, accelerating digitalisation and e-commerce adoption, and continued premiumisation. As consumers increasingly prioritise eco-friendly and multifunctional products, and with e-commerce gaining traction as a key distribution channel, brands that effectively align environmental responsibility with performance and convenience are likely to benefit from growing demand.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- Which are the leading brands in Home Care in Singapore?
- How are products distributed in Home Care in Singapore?
- 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 Singapore
Evolving Product Formats Support Value Growth through Convenience
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Evolving Product Formats Support Value Growth through Convenience
Sustainability Shapes Eco-Friendly Innovation
Chart 2 Unilever Launches CIF EcoRefill Range to Drive Sustainable Home Cleaning in Singapore
Multifunctionality Emerges as Time-Saving Value Driver
Chart 3 Value Sales of Home Care 020-2030
Chart 4 Volume Sales of Home Care 2020-2030
Chart 5 Value Sales of Home Care by Category 2025
Sustainability to Drive Eco-Friendly Production and Packaging
Chart 6 Analyst Insight for Home Care
Digitalisation and E-Commerce Projected to Transform Shopping Behaviour
Premiumisation Set to Gain Momentum through Multifunctional Innovation
Chart 7 Forecast Value Sales of Home Care 2020-2030
Chart 8 Forecast Value Sales of Home Care by Category 2025-2030
Leading Players Benefit From Innovation and Sustainability
New Launches and Emerging Trends Shape Competition
Chart 9 Company Shares of Home Care 2025
Chart 10 Brand Shares of Home Care 2025
Supermarkets and E-Commerce Drive Home Care Sales
Chart 11 Retail Channels of Home Care 2020-2025
Chart 12 Economic Context for Home Care
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Home Care
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Air Care in Singapore
Key Data Insights
Wellbeing Focus and Mood-Boosting Innovations Drive Growth
Chart 19 Key Industry Trends for Air Care
Wellbeing Focus and Mood-Boosting Innovations Drive Growth
Chart 20 Air Wick Scented Oils Vibrant Collection
Personalised Air Care Attracts Tech-Savvy Consumers
Sustainability Reshapes Product Development and Packaging
Chart 21 Value Sales of Air Care 2020-2030
Chart 22 Volume Sales of Air Care 2020-2030
Chart 23 Value Sales of Air Care by Category 2025
Sustainability Set to Drive Demand for Refillable and Eco-Friendly Air Care Solutions
Personalisation and Technology Are Transforming Consumer Interaction with Air Care Products
Chart 24 Analyst Insight for Air Care
Premiumisation Anticipated to Accelerate as Fragrance Becomes a Lifestyle Expression
Chart 25 Forecast Value Sales of Air Care 2020-2030
Chart 26 Forecast Value Sales of Air Care by Category 2025-2030
Leading Players Maintain Grip through Innovation
Smart Innovation and Sustainability Shape Product Pipeline
Chart 27 Company Shares of Air Care 2025
Chart 28 Brand Shares of Air Care 2025
Supermarkets Channel Leads While E-Commerce Expands through Premium and Smart Air Care Formats
Chart 29 Retail Channels of Air Care 2020-2025
Chart 30 Economic Context for Air Care
Chart 31 Real Gdp Growth 2020-2030
Chart 32 Inflation 2020-2030
Chart 33 Consumer Context for Air Care
Chart 34 Population 2020-2030
Chart 35 Consumer Expenditure 2020-2030
Chart 36 Population by Generation 2025
Bleach in Singapore
Key Data Insights
Hygiene Awareness and Economic Recovery Support Moderate Growth
Chart 37 Key Industry Trends for Bleach
Hygiene Awareness and Economic Recovery Support Moderate Growth
Multifunctionality Drives Innovation in Triple-Action Formulations
Chart 38 Kao's Magiclean Toilet Bleach Power Cleaner Dual-Action Multi Surface Launch
Chart 39 Value Sales of Bleach 2020-2030
Chart 40 Volume Sales of Bleach 2020-2030
Sustainability Drives Shift to Low-Chlorine and Plant-Based Alternatives
Multifunctionality Supports Value through Convenience and Efficiency
E-Commerce and Subscription Models Strengthen Digital Engagement
Chart 41 Forecast Value Sales of Bleach 2020-2030
Private Label Leads through Competitive Pricing and Diverse Offerings
Chart 42 Company Shares of Bleach 2025
Chart 43 Brand Shares of Bleach 2025
Supermarkets Leads Distriubiton as E-Commerce Gains Traction through Convenience
Chart 44 Retail Channels of Bleach 2020-2025
Chart 45 Economic Context for Bleach
Chart 46 Real Gdp Growth 2020-2030
Chart 47 Inflation 2020-2030
Chart 48 Consumer Context for Bleach
Chart 49 Population 2020-2030
Chart 50 Consumer Expenditure 2020-2030
Chart 51 Population by Generation 2025
Dishwashing in Singapore
Key Data Insights
Value Growth Remains Modest as Premiumisation and Appliance Adoption Offset Volume Decline
Chart 52 Key Industry Trends for Dishwashing
Value Growth Remains Modest as Premiumisation and Appliance Adoption Offset Volume Decline
Chart 53 Finish Ultimate Plus Launches Advanced Tablets in Singapore
Sustainability Steers Category Towards Biodegradable Ingredients and Eco-Friendly Packaging
Quick-Wash Solutions Cater to Time-Pressed Urban Households
Chart 54 Value Sales of Dishwashing 2020-2030
Chart 55 Volume Sales of Dishwashing 2020-2030
Chart 56 Value Sales of Dishwashing by Category 2025
Dishwashing Is Set to See Steady Growth as Sustainability Drives Consumer Preferences
Premium and Convenience-Led Innovation Are Accelerating
Chart 57 Analyst Insight for Dishwashing
E-Commerce and Subscription Models Redefine Category Access
Chart 58 Forecast Value Sales of Dishwashing 2020-2030
Chart 59 Forecast Value Sales of Dishwashing by Category 2025-2030
Lion Corp Leads through Affordability, While Premium and Eco Innovations Drive Differentiation
Local Player Ecopure Asia Gains Traction through Sustainability-First Positioning
Chart 60 Company Shares of Dishwashing 2025
Chart 61 Brand Shares of Dishwashing 2025
Supermarkets Channel Leads Distribution, While Premium and Eco Products Support E-Commerce Expansion
Chart 62 Retail Channels of Dishwashing 2020-2025
Chart 63 Economic Context for Dishwashing
Chart 64 Real Gdp Growth 2020-2030
Chart 65 Inflation 2020-2030
Chart 66 Consumer Context for Dishwashing
Chart 67 Population 2020-2030
Chart 68 Consumer Expenditure 2020-2030
Chart 69 Population by Generation 2025
Home Insecticides in Singapore
Key Data Insights
Health and Wellness Trends Prompt Natural Ingredient Reformulation
Chart 70 Key Industry Trends of Home Insecticides
Health and Wellness Trends Prompt Natural Ingredient Reformulation
Chart 71 Bio X 3-in-1 VOC-Free Aerosol Launches in Singapore
Multifunctional Formats Drive Convenience and Pace Efficiency
Chart 72 Value Sales of Home Insecticides 2020-2030
Chart 73 Volume Sales of Home Insecticides 2020-2030
Chart 74 Value Sales of Home Insecticides by Category 2025
Safer and More Natural Formulations to Drive Future Growth
Premiumisation through Smart Sensor Technology and Automation
E-Commerce and Subscription Models Transform Distribution
Chart 75 Forecast Value Sales of Home Insecticides 2020-2030
Chart 76 Forecast Value Sales of Home Insecticides by Category 2025-2030
Sc Johnson and Reckitt Lead through Brand Equity and Innovation
Innovative Launches and Strategic Moves Shape Future Development
Chart 77 Company Shares of Home Insecticides 2025
Chart 78 Brand Shares of Home Insecticides 2025
Supermarkets Leads with E-Commerce Gaining Traction
Chart 79 Retail Channels of Home Insecticides 2020-2025
Chart 80 Economic Context for Home Insecticides
Chart 81 Real Gdp Growth 2020-2030
Chart 82 Inflation 2020-2030
Chart 83 Consumer Context for Home Insecticides
Chart 84 Population 2020-2030
Chart 85 Consumer Expenditure 2020-2030
Chart 86 Population by Generation 2025
Laundry Care in Singapore
Key Data Insights
Efficient Solutions Support Value Growth by Catering to Hectic Urban Lifestyles
Chart 87 Key Industry Trends for Laundry Care
Efficient Solutions Support Value Growth by Catering to Hectic Urban Lifestyles
Chart 88 Persil Launches Wonder Wash Speed Clean
Sustainability Steers Category Towards Eco-Formulations and Refillable Packaging
Premiumisation Is Gaining Traction with Advanced Formulations and Sensorial Differentiation
Chart 89 Value Sales of Laundry Care 2020-2030
Chart 90 Volume Sales of Laundry Care 2020-2030
Chart 91 Value Sales of Laundry Care by Category 2025
Steady Growth Forecast as Sustainability Becomes Critical for Competitiveness
Speed, Convenience and Technology Set to Define Product Innovation
Digital Retail and Value-Seeking Behaviour Reshape Market Dynamics
Chart 92 Analyst Insight for Laundry Care
Chart 93 Forecast Value Sales of Laundry Care 2020-2030
Chart 94 Forecast Value Sales of Laundry Care by Category 2025-2030
Unilever and Lion Corp Maintain Leadership through Brand Portfolios and Innovation
Chart 95 Company Shares of Laundry Care 2025
Chart 96 Brand Shares of Laundry Care 2025
Supermarkets Channel Leads As E-Commerce Expands
Chart 97 Retail Channels of Laundry Care 2020-2025
Chart 98 Economic Context for Laundry Care
Chart 99 Real Gdp Growth 2020-2030
Chart 100 Inflation 2020-2030
Chart 101 Consumer Context for Laundry Care
Chart 102 Population 2020-2030
Chart 103 Consumer Expenditure 2020-2030
Chart 104 Population by Generation 2025
Polishes in Singapore
Key Data Insights
Competition From Multi-Surface Cleaners Drives Deep Decline in Polishes
Chart 105 Key Indutry Trends for Polishes
Competition From Multi-Surface Cleaners Drives Deep Decline in Polishes
Evolving Product Formats Support Sales through Convenience and Efficiency
Chart 106 Kiwi Expands with Instant Shine Sponge for On-the-Go Shoe Care
Chart 107 Value Sales of Polishes 2020-2030
Chart 108 Volume Sales of Polishes 2020-2030
Chart 109 Value Sales of Polishes by Category 2025
Office Return to Support Shoe Polish Recovery as Furniture Polish Declines
Sustainability Shapes Low-Chemical Product Development
E-Commerce and Dtc Strategies Reposition the Category as Premium
Chart 110 Forecast Value Sales of Polishes 2020-2030
Chart 111 Forecast Value Sales of Polishes by Category 2025-2030
Sc Johnson & Son Dominates Polishes with Strong Brand Portfolio
Chart 112 Company Shares of Polishes 2025
Chart 113 Brand Shares of Polishes 2025
Supermarkets Leads While E-Commerce Continues to Gain Traction
Chart 114 Retail Channels of Polishes 2020-2025
Chart 115 Economic Context for Polishes
Chart 116 Real Gdp Growth 2020-2030
Chart 117 Inflation 2020-2030
Chart 118 Consumer Context for Polishes
Chart 119 Population 2020-2030
Chart 120 Consumer Expenditure 2020-2030
Chart 121 Population by Generation 2025
Surface Care in Singapore
Key Data Insights
Moderate Growth Driven by Sustainability and Environmental Awareness
Chart 122 Key Industry Trends for Surface Care
Moderate Growth Driven by Sustainability and Environmental Awareness
Chart 123 Mrs. Meyer’s Clean Day Launches Plant-Powered Multi-Surface Cleaner in Singapore
Evolving Product Formats Deliver Sustainability through Space-Saving and Eco-Smart Solutions
Chart 124 Ecolab Launches ReadyDose
Premiumisation Attracts Consumers Seeking Enhanced Aesthetics and Wellness-Centred Value
Chart 125 Value Sales of Surface Care 2020-2030
Chart 126 Volume Sales of Surface Care 2020-2030
Chart 127 Value Sales of Surface Care by Category 2025
Sustainability Set to Remain Central Growth Pillar
Chart 128 Analyst Insight for Surface Care
Premiumisation Drives Value Growth through Aesthetic and Wellness-Oriented Positioning
Digitalisation and Omnichannel Distribution Reshape Consumer Engagement and Purchase Patterns
Chart 129 Forecast Value Sales of Surface Care 2020-2030
Chart 130 Forecast Value Sales of Surface Care by Category 2025-2030
Leading Players Maintain Positions through Innovation and Sustainability
Chart 131 Company Shares of Surface Care 2025
Chart 132 Brand Shares of Surface Care 2025
Supermarkets Lead Distribution as E-Commerce Expands through Premium and Eco-Friendly Offerings
Chart 133 Retail Channels of Surface Care 2020-2025
Chart 134 Economic Context for Surface Care
Chart 135 Real Gdp Growth 2020-2030
Chart 136 Inflation 2020-2030
Chart 137 Consumer Context for Surface Care
Chart 138 Population 2020-2030
Chart 139 Consumer Expenditure 2020-2030
Chart 140 Population by Generation 2025
Toilet Care in Singapore
Key Data Insights
Moderate Growth Driven by Focus on Hygiene-Enhancing Formulations
Chart 141 Key Industry Trends for Toilet Care
Moderate Growth Driven by Focus on Hygiene-Enhancing Formulations
Chart 142 Reckitt Launches Harpic Power Plus Rim Block with Dual-Action Cleaning in Singapore
Evolving Product Formats Deliver Convenience through Automatic Cleaning Systems and Multifunctional Solutions
Chart 143 Value Sales of Toilet Care 2020-2030
Chart 144 Volume Sales of Toilet Care 2020-2030
Chart 145 Value Sales of Toilet Care by Category 2025
Sustainability Set to Drive Demand for Refillable and Low-Waste Toilet Care Solutions
Chart 146 Analyst Insight for Toilet Care
Sharper Wellness Focus to Strengthen through Antibacterial and Deodorising Innovations
Digitalisation and Omnichannel Distribution Reshape Consumer Engagement
Chart 147 Forecast Value Sales of Toilet Care 2020-2030
Chart 148 Forecast Value Sales of Toilet Care by Category 2025-2030
Reckitt Benckiser and Kao Lead through Innovation and Distribution
Kao’S Innovation Drives Competitive Advantage
Chart 149 Company Shares of Toilet Care 2025
Chart 150 Brand Shares of Toilet Care 2025
Supermarkets Lead Toilet Care Sales
Chart 151 Retail Channels of Toilet Care 2020-2025
Chart 152 Economic Context for Toilet Care
Chart 153 Real Gdp Growth 2020-2030
Chart 154 Inflation 2020-2030
Chart 155 Consumer Context for Toilet Care
Chart 156 Population 2020-2030
Chart 157 Consumer Expenditure 2020-2030
Chart 158 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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