Home care in 2024: The big picture
Home care in the Netherlands posted slight value growth in 2024 due to moderating inflation and shifting consumer behaviours driven by the pursuit of value and convenience. The inflationary pressures of 2022 and 2023 have eased leading to lower price increases across home care categories, although many Dutch consumers remain price sensitive.
2024 key trends
The shift towards task-specific cleaners providing targeted solutions gathered pace in 2024, with products such as kitchen and bathroom cleaners seen as more effective than general-purpose products. The demand for specialised cleaners is expected to continue growing as consumers focus on efficiency and performance.
Competitive landscape
In 2024, leading brands continued to dominate key home care categories, but they faced growing competition from private label and smaller eco-friendly players. Private label products are increasingly gaining value share, especially in price-sensitive categories such as dishwashing, surface care, and home insecticides.
Retailing developments
Supermarkets, hypermarkets and drugstores responded to the demand for value by offering frequent promotions and discounts, particularly in laundry care, toilet care and air care. Deep discounts, such as ‘buy one get one free’, have become common across supermarkets, helping to sustain volume sales in price-sensitive segments.
What next for home care?
Home care in the Netherlands is expected to see continued growth in specialised and eco-friendly products, although volume sales in certain categories may remain flat as some consumers cut back on discretionary spending. Sustainability will remain a core focus, with manufacturers likely to expand their use of recycled materials and natural ingredients.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Netherlands 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 Netherlands, 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 Netherlands 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 Netherlands?
- Which are the leading brands in Home Care in Netherlands?
- How are products distributed in Home Care in Netherlands?
- 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 the Netherlands
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in the Netherlands
KEY DATA FINDINGS
Price increases stabilise in air care
Ambience and sensory experience is of greater importance
Starter kits are heavily promoted by leading brands
Demand for multifunctional air care likely to gain momentum
E-commerce will become increasingly pivotal
Private label to garner a stronger position in air care
Bleach in the Netherlands
KEY DATA FINDINGS
Consumer demand for sustainable cleaners puts downward pressure on sales
Low unit prices appeal to budget-conscious shoppers
Glorix continues to see value share decline as private label grows
Consumers continue to look for low-priced alternatives
Environmental concerns continue to put pressure on growth
E-commerce channel to perform well
Dishwashing in the Netherlands
KEY DATA FINDINGS
Deep discounts used by dishwashing brands
Private label witnessed slowdown over 2024
Innovation is mainly focused on sustainability
Automatic dishwashing driven by continued growth in dishwasher sales
Multifunctional solutions to spearhead sales growth
Packaging innovations likely to focus on sustainability
Home Insecticides in the Netherlands
KEY DATA FINDINGS
Cold spring and summer in the Netherlands dampens growth
Private label performs well due to lower pricing
Products with natural ingredients become more popular
Warmer and wetter summers likely to boost growth
Innovations likely to come from larger brands
Continued demand for sustainable options in home insecticides
Laundry Care in the Netherlands
KEY DATA FINDINGS
Private label stands out in laundry care
Laundry sheets drive growth in powder detergents
Retailers trial laundry refill stations in-store
Consumers prefer low prices, but efficacy and sustainability are also key requirements
Cold wash and other energy saving features likely to proliferate
Manufacturers and retailers will trial innovations to boost value
Polishes in the Netherlands
KEY DATA FINDINGS
Shoe polish demand weakens amid changing lifestyles
Furniture polish sales suppressed by low furniture sales
Demand for convenience leads to buying more maintenance services
Preference for low maintenance material to put negative pressure on growth
Consumers will shift towards buying polishes online
Specialist products likely to drive growth
Surface Care in the Netherlands
KEY DATA FINDINGS
Consumers shift to task specific cleaners
Price increases were modest in surface care
Solid performance in floor cleaners
Opportunities in home improvement stores for specialist cleaners
Sustainable products to add value and drive sales growth
Ongoing retail discounts and promotions used to drive volume growth
Toilet Care in the Netherlands
KEY DATA FINDINGS
Consumers’ focus on money saving tactics creates challenges for toilet care
Sustainable products used to entice consumers
Private label will prove key for price-conscious consumers
Multi-functional toilet care products likely to drive growth
Innovation to focus on fragrance and sensory experiences
E-commerce channel will be central to future growth
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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