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Laundry Care Drives Home Care Growth through Premiumisation
Home care in Sweden experienced positive value growth in 2025, driven by premiumisation, particularly in laundry care, where consumers opted for higher-priced liquid and tablet alternatives. Swedish consumers demonstrated a willingness to spend on products offering tangible benefits, such as improved efficacy and convenience. Sustainability also played a significant role, with consumers becoming increasingly environmentally conscious and favouring eco-friendly products. The market is expected to continue growing, albeit at a slower rate, driven by demand for sustainable and multi-purpose products. Grocery retailers remained the dominant sales channel, although retail e-commerce gained traction.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the leading brands in Home Care in Sweden?
- How are products distributed in Home Care in Sweden?
- 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 Sweden
Laundry Care Drives Home Care Growth through Premiumisation
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Laundry Care Drives Home Care Growth through Premiumisation
Chart 2 Softlan Supreme Freshness Elevates Premium Efficac
Sustainability Influences Product Development and Purchasing Decisions
Private Label Gains Traction as a Trusted Alternative
Chart 3 Såklart Combines Effectiveness and Sustainability
Chart 4 Value Sales 2020-2030
Chart 5 Volume Sales 2020-2030
Chart 6 Value Sales by Category 2025
Increased Demand for Wellness-Focused Products Anticipated to Drive Future Growth
Chart 7 Analyst Insight for Home Care
Laundry Care Set to Remain the Largest Category, While Dishwashing Will Remain the Best-Performing
Continued Price-Sensitivity Expected to Increase Demand for Multifunctional Products
Chart 8 Forecast Value Sales 2020-2030
Chart 9 Forecast Value Sales by Category 2025-2030
Unilever Sverige Ab Maintains Lead through Laundry Care Strength
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Grocery Retailers Dominate Sales through Convenience
Retail E-Commerce Gains Traction with Omnichannel Enhancements
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Home Care
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in Sweden
Key Data Insights
Candle Air Fresheners Drive Air Care Growth with Mood-Enhancing Features
Chart 20 Key Industry Trends for Air Care
Candle Air Fresheners Drive Air Care Growth with Mood-Enhancing Features
Chart 21 Rusta Launches Hotel Collection
Shifting Consumer Preferences Drive Category Performance
Mood-Boosting Ingredients Redefine Air Care Offerings
Chart 22 Air Wick Launches Essential Mist Linen & White Orchid
Chart 23 Value Sales 2020-2030
Chart 24 Volume Sales 2020-2030
Chart 25 Value Sales by Category 2025
Premiumisation Drives Growth through Mood-Enhancing Attributes
Established Brands Expected to Maintain Dominance in Concentrated Market
Demand for Mood-Enhancing Features Anticipated to Continue
Chart 26 Forecast Value Sales 2020-2030
Chart 27 Forecast Value Sales by Category 2025-2030
Reckitt Benckiser Nordic A/S Dominates with Strong Brand Portfolio
Chart 28 Analyst Insight for Air Care
Chart 29 Company Shares 2025
Chart 30 Brand Shares 2025
Supermarkets and Hypermarkets Dominate Air Care Sales
Retail E-Commerce Gains Traction with Omnichannel Strategies
Chart 31 Retail Channels 2020-2025
Chart 32 Economic Context for Air Care
Chart 33 Real Gdp Growth 2020-2030
Chart 34 Inflation 2020-2030
Chart 35 Consumer Context for Air Care
Chart 36 Population 2020-2030
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025
Bleach in Sweden
Key Data Insights
Economic Challenges and Lack of Innovation Hinder Bleach Sales
Chart 39 Key Industry Trends for Bleach
Economic Challenges and Lack of Innovation Hinder Bleach Sales
Chart 40 Bleach Challenged by Retailer Sustainability Ambitions
Sustainability Trend Challenges Conventional Bleach Sales
Chart 41 Value Sales 2020-2030
Chart 42 Volume Sales 2020-2030
Affordable Bleach Options Attract Price-Sensitive Swedish Consumers
Competitive Landscape Set to Remain Concentrated
Eco-Friendly Trends to Reshape Bleach Industry Dynamics
Chart 43 Forecast Value Sales 2020-2030
Colgate-Palmolive Ab Maintains Dominance with Strong Brand Presence
Chart 44 Company Shares 2025
Chart 45 Brand Shares 2025
Grocery Retailers Dominate Bleach Sales with Strong Presence
Retail E-Commerce Gains Traction with Omnichannel Strategies
Chart 46 Retail Channels 2020-2025
Chart 47 Economic Context for Bleach
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Bleach
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Dishwashing in Sweden
Key Data Insights
Procter & Gamble Drives Premiumisation with Efficacy Claims
Chart 54 Key Industry Trends for Dishwashing
Procter & Gamble Drives Premiumisation with Efficacy Claims
Chart 55 Yes Max Power Maximises Its Efficacy Claims
Automatic Dishwashing Tablets Lead Sales Growth
Private Label Gains Credibility and Market Share
Chart 56 Yes Platinum Fresh All in One Dissolves The Need for Dishwashing Additives
Chart 57 Value Sales 2020-2030
Chart 58 Volume Sales 2020-2030
Chart 59 Value Sales by Category 2025
Convenience and Efficacy Set to Drive Growth for Automatic Dishwashing
Incremental Efficacy Improvements Set to Continue Appealing to Consumers
Sustainability and Efficacy to Shape Future Product Development
Chart 60 Analyst Insight for Dishwashing
Chart 61 Forecast Value Sales 2020-2030
Chart 62 Forecast Value Sales by Category 2025-2030
Procter & Gamble Sverige Ab Leads Dishwashing with Premium Offerings
Chart 63 Company Shares 2025
Chart 64 Brand Shares 2025
Supermarkets and Hypermarkets Lead Distribution Channels, While Discounters Gain Share
Retail E-Commerce Grows with Omnichannel Strategies
Chart 65 Retail Channels 2020-2025
Chart 66 Economic Context for Dishwashing
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Dishwashing
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Home Insecticides in Sweden
Key Data Insights
Manufacturers Reposition Products to Meet Health and Sustainability Concerns
Chart 73 Key Industry Trends of Home Insecticides
Manufacturers Reposition Products to Meet Health and Sustainability Concerns
Spray/Aerosol Insecticides Maintain Largest Share Despite Growing Demand for Alternatives
Insecticide Baits See Dynamic Growth Driven by Safer Formulations
Chart 74 GreenProtect Aims to Solve Sustainability Concerns
Chart 75 Value Sales 2020-2030
Chart 76 Volume Sales 2020-2030
Chart 77 Value Sales by Category 2025
Consumers Expected to Prioritise Affordability in Pest Control
Spray/Aerosol Insecticides Anticipated to Remain Dominant, Driven by Demand for Sustainable Innovation
Consumer Demand for Multifunctionality Set to Drive Innovation
Chart 78 Forecast Value Sales 2020-2030
Chart 79 Forecast Value Sales by Category 2025-2030
Sc?Johnson Sweden Ab Maintains Position through Innovation
Chart 80 Company Shares 2025
Chart 81 Brand Shares 2025
Home Product Specialists Drive Sales through Diverse Offerings
Retail E-Commerce Gains Traction with Omnichannel Strategies
Chart 82 Retail Channels 2020-2025
Chart 83 Economic Context for Home Insecticides
Chart 84 Real Gdp Growth 2020-2030
Chart 85 Inflation 2020-2030
Chart 86 Consumer Context for Home Insecticides
Chart 87 Population 2020-2030
Chart 88 Consumer Expenditure 2020-2030
Chart 89 Population by Generation 2025
Laundry Care in Sweden
Key Data Insights
Premium and Sustainable Offerings Drive Sales Growth
Chart 90 Key Industry Trends for Laundry Care
Premium and Sustainable Offerings Drive Sales Growth
Chart 91 Softlan Supreme Freshness Elevates Premium Efficacy
Laundry Detergents Dominate the Market
Sustainability and Premiumisation Shape Consumer Preferences
Chart 92 A+ Promotes Its Sustainability Credentials
Chart 93 Value Sales 2020-2030
Chart 94 Volume Sales 2020-2030
Chart 95 Value Sales by Category 2025
Households Anticipated to Prioritise Eco-Friendly Laundry Care Products
Laundry Detergents Expected to Continue Leading the Market, While New Formats Emerge
Innovation and Exclusivity Drive Value Growth and Premium Pricing
Chart 96 Analyst Insight for Laundry Care
Chart 97 Forecast Value Sales 2020-2030
Chart 98 Forecast Value Sales by Category 2025-2030
Unilever Svergige Ab Maintains Lead through Innovation
Chart 99 Company Shares 2025
Chart 100 Brand Shares 2025
Grocery Retailers Drive Laundry Care Sales through Omnichannel Strategies
E-Commerce Gains Traction with Omnichannel Retailing
Chart 101 Retail Channels 2020-2025
Chart 102 Economic Context for Laundry Care
Chart 103 Real Gdp Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Laundry Care
Chart 106 Population 2020-2030
Chart 107 Consumer Expenditure 2020-2030
Chart 108 Population by Generation 2025
Polishes in Sweden
Key Data Insights
Growth Slows Due to Purchasing Behaviour Shifts and Inflationary Pressures
Chart 109 Key Indutry Trends for Polishes
Growth Slows Due to Purchasing Behaviour Shifts and Inflationary Pressures
Chart 110 Häxan Combines E Commerce and Social Media
E-Commerce and Social Media Fuel Dtc Sales
Chart 111 Value Sales 2020-2030
Chart 112 Volume Sales 2020-2030
Chart 113 Value Sales by Category 2025
Sustainability Drives Growth through Natural Ingredients and Eco-Friendly Packaging
Prolonged Cost-Of-Living Pressures Set to Lead to Down-Trading
Competition Expected to Increase From Multifunctional Products in Surface Care and Dishwashing
Chart 114 Forecast Value Sales 2020-2030
Chart 115 Forecast Value Sales by Category 2025-2030
Sc Johnson Sweden Ab?And Herdins Färgverk Ab?Maintain Lead with Diverse Offerings
Chart 116 Company Shares 2025
Chart 117 Brand Shares 2025
Dtc Sales Drive Growth through Omnichannel Retailing
Retail E-Commerce Plays a Growing Role in Polishes Sales
Chart 118 Retail Channels 2020-2025
Chart 119 Economic Context for Polishes
Chart 120 Real Gdp Growth 2020-2030
Chart 121 Inflation 2020-2030
Chart 122 Consumer Context for Polishes
Chart 123 Population 2020-2030
Chart 124 Consumer Expenditure 2020-2030
Chart 125 Population by Generation 2025
Surface Care in Sweden
Key Data Insights
Sustainable Innovation Drives Surface Care Growth
Chart 126 Key Industry Trends for Surface Care
Sustainable Innovation Drives Surface Care Growth
Chart 127 Grumme Enhances Its Sustainability Credentials
Multi-Purpose Cleaners Leads with Convenience and Value as Private Label Gains Traction
Health-Conscious Consumers Fuel Demand for Safe Products
Chart 128 Såklart Combines Effectiveness and Sustainability
Chart 129 Value Sales 2020-2030
Chart 130 Volume Sales 2020-2030
Chart 131 Value Sales by Category 2025
Multi-Purpose Cleaners Drive Growth with Versatility and Value
Sustainability Drives Innovation with Eco-Friendly Formulations and Packaging
Efficacy Expected to Become a Priority for Consumers, Driving Future Innovation
Chart 132 Forecast Value Sales 2020-2030
Chart 133 Forecast Value Sales by Category 2025-2030
Colgate-Palmolive Ab Maintains Lead through Brand Strength
Chart 134 Analyst Insight for Surface Care
Chart 135 Company Shares 2025
Chart 136 Brand Shares 2025
Grocery Retailers Dominate Surface Care Sales
Retail E-Commerce Gains Traction through Omnichannel Strategies
Chart 137 Retail Channels 2020-2025
Chart 138 Economic Context for Surface Care
Chart 139 Real Gdp Growth 2020-2030
Chart 140 Inflation 2020-2030
Chart 141 Consumer Context for Surface Care
Chart 142 Population 2020-2030
Chart 143 Consumer Expenditure 2020-2030
Chart 144 Population by Generation 2025
Toilet Care in Sweden
Key Data Insights
Consumers Display Price-Sensitivity, but Growth Is Driven by Toilet Liquids/Foam and Rim Blocks
Chart 145 Key Industry Trends for Toilet Care
Consumers Display Price-Sensitivity, but Growth Is Driven by Toilet Liquids/Foam and Rim Blocks
Chart 146 Bref WC de Luxe Launches Premium Rim Blocks
Premiumisation and Innovation Drive Toilet Care Growth
Private Label Gains Traction with Eco-Friendly Offerings
Chart 147 Axfood Relaunches Såklart
Chart 148 Value Sales 2020-2030
Chart 149 Volume Sales 2020-2030
Chart 150 Value Sales by Category 2025
While Cost-Of-Living Pressures Persist, Awareness of Sustainability Is Expected to Grow
Chart 151 Analyst Insight for Toilet Care
Limited-Edition Launches Anticipated to Drive Future Growth, Specifically in Toilet Liquids/Foam
Innovation in Convenience and Efficiency Expected to Drive Future Growth
Chart 152 Forecast Value Sales 2020-2030
Chart 153 Forecast Value Sales by Category 2025-2030
Sc Johnson Sweden Ab Dominates with Innovation and Value
Chart 154 Company Shares 2025
Chart 155 Brand Shares 2025
Supermarkets Maintains Its Lead, While Discounters Gains Traction Due to Consumer Price-Sensivity
E-Commerce Experiences Growth Driven by Omnichannel Retail Strategies
Chart 156 Retail Channels 2020-2025
Chart 157 Economic Context for Toilet Care
Chart 158 Real Gdp Growth 2020-2030
Chart 159 Inflation 2020-2030
Chart 160 Consumer Context for Toilet Care
Chart 161 Population 2020-2030
Chart 162 Consumer Expenditure 2020-2030
Chart 163 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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