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Dutch Home Care Shows Strength through Premiumisation
The home care market in the Netherlands demonstrated strength in 2025, with a retail value growth of 3% to EUR1,245 million, driven by consumer demand for effective, sustainable and convenient products. Laundry care remained the largest category, with a retail value of EUR592 million. The market is expected to continue growing, rising at a forecast current value CAGR of 3% to EUR1,456 million by 2030. Sustainability and premiumisation are key trends shaping home care, with consumers willing to pay more for high performance and eco-friendly products. The competitive landscape is stable, led by private label, Unilever Nederland BV, and Procter & Gamble Nederland BV.
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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
Dutch Home Care Shows Strength through Premiumisation
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Dutch Home Care Shows Strength through Premiumisation
Chart 2 Dutch Brand Mother's Earth Targets Eco Conscious Consumers Who Want E?ective Product
Sustainability Trend Is Prompting Innovation Amongst Manufacturers
Private-Label Development Drives Dutch Home Care Trends
Chart 3 Premiumisation in Private Label with Etos Room Spray
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
Consumers Drive Demand for Effective and Sustainable Products
Private Label Expected to Lead Volume Sales by Expansion
Sustainability to Shape Future Industry Landscape
Chart 7 Forecast Value Sales of Home Care 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Premium Offerings Keep Leaders Ahead
Chart 9 Sun Brilliant Shine Plus All-In 1 Liquid Dishwash Tablets Claim Optimal Performance and Convenience
Consumer Trust Fuelling Shift to Private Labels
Chart 10 Company Shares of Home Care 2025
Chart 11 Brand Shares of Home Care 2025
Grocery Retailers Lead Home Care Sales through Supermarkets
Retail E-Commerce Drives Growth with Convenience and Competitive Pricing
Chart 12 Retail Channels for Home Care 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 for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in the Netherlands
Key Data Insights
Mood-Boosting Ingredients Drive Air Care Growth
Chart 20 Key Industry Trends for Air Care
Mood-Boosting Ingredients Drive Air Care Growth
Chart 21 Airwick Essential Oils Infusion Candle Air Freshener Aims to Boost Mood
Premiumisation Driving Growth, Led by Candle and Electric Air Fresheners
Private Label Gains Share as Consumers Seek Affordable Options
Chart 22 Value Sales of Air Care 2020-2030
Chart 23 Volume Sales of Air Care 2020-2030
Chart 24 Value Sales of Air Care by Category 2025
Premium Products and Multifunctionality Expected to Drive Future Growth
Chart 25 Analyst Insight for Air Care
Private-Label Development Set to Shape Industry Dynamics
Chart 26 Forecast Value Sales of Air Care 2020-2030
Chart 27 Forecast Value of Air Care Sales by Category 2025-2030
Procter & Gamble and Sc Johnson Lead through Premiumisation
Private Label Growth and Emerging Premiumisation Shape Air Care
Chart 28 Company Shares of Air Care 2025
Chart 29 Brand Shares of Air Care 2025
Modern Grocery Retailers Lead Air Care Sales through Weekly Shopping Trips
Retail E-Commerce Drives Growth through Convenience, Variety and Pricing
Chart 30 Retail Channels for Air Care 2020-2025
Chart 31 Economic Context for Air Care
Chart 32 Real GDP Growth 2020-2030
Chart 33 Inflation 2020-2030
Chart 34 Consumer Context for Air Care
Chart 35 Population 2020-2030
Chart 36 Consumer Expenditure 2020-2030
Chart 37 Population by Generation 2025
Bleach in the Netherlands
Key Data Insights
Affordability Drives Sales Despite Environmental Concerns
Chart 38 Key Industry Trends for Bleach
Affordability Drives Sales Despite Environmental Concerns
Private Label Benefits From Affordable Pricing Strategy
Chart 39 Albert Heijn Private Label Bleach Is Seen as Affordable Way of Cleaning
Chart 40 Value Sales of Bleach 2020-2030
Chart 41 Volume Sales of Bleach 2020-2030
Consumers Seek Affordable Cleaning Solutions
Private Label Products Will Remain Popular
E-Commerce Drives Sales through Promotions and Convenience
Chart 42 Forecast Value Sales of Bleach 2020-2030
Leading Brands Maintain Dominance through Brand Recognition
Private Label Power Set by Albert Heijn and Jumbo
Chart 43 Company Shares of Bleach 2025
Chart 44 Brand Shares of Bleach 2025
Supermarkets Drive Bleach Sales through Regular Grocery Shopping
Retail E-Commerce as Marginal but Rising Distribution Channel
Chart 45 Retail Channels for Bleach 2020-2025
Chart 46 Economic Context for Bleach
Chart 47 Real GDP Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Bleach
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Dishwashing in the Netherlands
Key Data Insights
Premium Brands Emphasise Effectiveness and Convenience
Chart 53 Key Industry Trends for Dishwashing
Premium Brands Emphasise Effectiveness and Convenience
Chart 54 Sun Brilliant Shine Plus All-in 1 Liquid Dishwash Tablets
Private Label Intensifies Competition with Affordability
Sustainability Drives Reformulation and Eco-Friendly Options
Chart 55 Value Sales of Dishwashing 2020-2030
Chart 56 Volume Sales of Dishwashing 2020-2030
Chart 57 Value Sales of Dishwashing by Category 2025
Consumers to Drive Demand for Convenient and Eco-Friendly Solutions
Automatic Dishwashing Expected to Remain Largest and Fastest-Growing Category
Private Label Will Continue to Drive Growth through Affordability and Sustainability
Chart 58 Analyst Insight for Dishwashing
Chart 59 Forecast Value Sales of Dishwashing 2020-2030
Chart 60 Forecast Value Sales of Dishwashing by Category 2025-2030
Leading Companies Maintain Strong Presence through Innovation
Private Label Alternatives Match Premium Brands at Lower Prices
Chart 61 Una All-In-One Dishwashing Tablets Provide Affordable Performance
Chart 62 Company Shares of Dishwashing 2025
Chart 63 Brand Shares of Dishwashing 2025
Modern Grocery Channels Drive Sales through Weekly Shopping Trips
E-Commerce Gains Traction with Growing Online Grocery Shopping
Chart 64 Retail Channels for Dishwashing 2020-2025
Chart 65 Economic Context for Dishwashing
Chart 66 Real GDP Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Dishwashing
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Home Insecticides in the Netherlands
Key Data Insights
Warm Weather and Consumer Spending Boost Sales Despite Economic Uncertainty
Chart 72 Key Industry Trends for Home Insecticides
Warm Weather and Consumer Spending Boost Sales Despite Economic Uncertainty
Other Home Insecticides Is Largest Category While Spray/Aerosol Rises Fastest
Eco-Conscious Consumers Drive Sustainability
Chart 73 Value Sales of Home Insecticides 2020-2030
Chart 74 Volume Sales of Home Insecticides 2020-2030
Chart 75 Value Sales of Home Insecticides by Category 2025
Sustainable Products to Drive Growth in a Changing Climate
Chart 76 Analyst Insight for Home Insecticides
Other Home Insecticides Expected to Maintain Volume Dominance with Evolving Product Landscape
Warmer Weather Anticipated to Influence Sales, Innovation and Growth
Chart 77 Forecast Value Sales of Home Insecticides 2020-2030
Chart 78 Forecast Value Sales of Home Insecticides by Category 2025-2030
Henkel Maintains Lead through Brand Recognition and Sustainability
Chart 79 Vapona Green Action Spray against Flying Insects Uses Natural Toxins to Cater to Demand for Sustaina
Chart 80 Company Shares of Home Insecticides 2025
Chart 81 Brand Shares of Home Insecticides 2025
Supermarkets Remains Dominant Channel for Home Insecticides Sales
Retail E-Commerce Remains Modest Despite Steady Growth
Chart 82 Retail Channels for Home Insecticides 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 the Netherlands
Key Data Insights
Manufacturers Drive Premiumisation with Multifunctional Products
Chart 90 Key Industry Trends for Laundry Care
Manufacturers Drive Premiumisation with Multifunctional Products
Chart 91 Ariel Diamond Bright Gold Pre Wash Spot and Stain Remover as Multifunctional Premium Product
Laundry Detergents and Fabric Softeners Remain Dominant through Cold Wash Formulations
Eco-Friendly Products Gain Traction among Dutch Consumers
Chart 92 Dutch Brand Mother's Earth Targets Eco Conscious Consumers Who Want Effective Product
Chart 93 Value Sales of Laundry Care 2020-2030
Chart 94 Volume Sales of Laundry Care 2020-2030
Chart 95 Value Sales of Laundry Care by Category 2025
Laundry Care Set to See Further Growth, Driven by Premiumisation and Private Label Products
Laundry Detergents to Remain Largest Category as Energy-Efficient Solutions Gain Traction
Eu Regulations to Accelerate Eco-Friendly Reformulation
Chart 96 Forecast Value Sales of Laundry Care 2020-2030
Chart 97 Forecast Value Sales of Laundry Care by Category 2025-2030
Unilever and Procter & Gamble Dominate Laundry Care Market
Chart 98 Company Shares of Laundry Care 2025
Chart 99 Brand Shares of Laundry Care 2025
Supermarkets and Drive Offline Retail Sales
Direct Selling and Sustainability Shape Future Retail Landscape
Chart 100 Retail Channels for Laundry Care 2020-2025
Chart 101 Economic Context for Laundry Care
Chart 102 Real GDP Growth 2020-2030
Chart 103 Inflation 2020-2030
Chart 104 Consumer Context for Laundry Care
Chart 105 Population 2020-2030
Chart 106 Consumer Expenditure 2020-2030
Chart 107 Population by Generation 2025
Polishes in the Netherlands
Key Data Insights
Slow Growth in Polishes Sales Driven by Changing Consumer Habits
Chart 108 Key Industry Trends for Polishes
Slow Growth in Polishes Sales Driven by Changing Consumer Habits
Shoe Polish Leads Sales Due to Continued Demand
Effectiveness Drives Sales as Consumers Seek Quality Products
Chart 109 Value Sales of Polishes 2020-2030
Chart 110 Volume Sales of Polishes 2020-2030
Chart 111 Value Sales of Polishes by Category 2025
Polishes Expected to Continue Slow Growth with Shoe Polish Leading
Manufacturers to Prioritise Convenience-Led Formats and Multi-Surface Functionality
Specialist Products and E-Commerce Set to Fuel Future Growth
Chart 112 Forecast Value Sales of Polishes 2020-2030
Chart 113 Forecast Value Sales of Polishes by Category 2025-2030
Sc Johnson Benelux and Hg International Hold Highest Market Share
Kiwi Maintains Position through Brand Recognition and Widespread Availability
Chart 114 Kiwi Shoe Polish Rides on Brand Recognition to Be Seen as Effective Product
Chart 115 Company Shares of Polishes 2025
Chart 116 Brand Shares of Polishes 2025
Supermarkets Channel Dominates Category Sales
E-Commerce Still Small but Holds Significant Potential
Chart 117 Retail Channels for Polishes 2020-2025
Chart 118 Economic Context for Polishes
Chart 119 Real GDP Growth 2020-2030
Chart 120 Inflation 2020-2030
Chart 121 Consumer Context for Polishes
Chart 122 Population 2020-2030
Chart 123 Consumer Expenditure 2020-2030
Chart 124 Population by Generation 2025
Surface Care in the Netherlands
Key Data Insights
Stagnant Volume Growth Drives Innovation in Product Formats
Chart 125 Key Industry Trends for Surface Care
Stagnant Volume Growth Drives Innovation in Product Formats
Task-Specific Products Drive Premiumisation and Sales
Private Label Gains Traction with Eco-Friendly Upgrades
Chart 126 Value Sales of Surface Care 2020-2030
Chart 127 Volume Sales of Surface Care 2020-2030
Chart 128 Value Sales of Surface Care by Category 2025
Chart 129 Cif Eco Refll Bottles Reduce Plastic by 75%
Chart 130 Hg Introduces Power Gel Brush Targeting Consumers Who Value Convenience and Are Willing to Pay More
Consumers To Drive Demand for Sustainable and Task-Specific Products
Multi-Purpose Cleaners Set to Lead While Scouring Agents Declines Amid Sustainability Shifts
Retailers Intensify Promotional Efforts Expected to Drive Sales Growth
Chart 131 Analyst Insight for Home Care
Chart 132 Forecast Value Sales of Surface Care 2020-2030
Chart 133 Forecast Value Sales of Surface Care by Category 2025-2030
Top Players Maintain Strong Positions in Surface Care
Private Label Strengthens Position with Eco-Friendly Offerings
Chart 134 Company Shares of Surface Care 2025
Chart 135 Brand Shares of Surface Care 2025
Grocery Retailers Dominate Surface Care Sales
E-Commerce Emerges as Fast-Growing Channel
Chart 136 Retail Channels for Surface Care 2020-2025
Chart 137 Economic Context for Surface Care
Chart 138 Real GDP Growth 2020-2030
Chart 139 Inflation 2020-2030
Chart 140 Consumer Context for Surface Care
Chart 141 Population 2020-2030
Chart 142 Consumer Expenditure 2020-2030
Chart 143 Population by Generation 2025
Toilet Care in the Netherlands
Key Data Insights
Premium Brands Drive Sales with Innovative Fragrances
Chart 144 Key Industry Trends for Toilet Care
Premium Brands Drive Sales with Innovative Fragrances
Private Label Gains Traction among Price-Conscious Consumers
Innovation in Toilet Care as Brands Chase Convenience and Efficacy
Chart 145 Value Sales of Toilet Care 2020-2030
Chart 146 Volume Sales of Toilet Care 2020-2030
Chart 147 Value Sales of Toilet Care by Category 2025
Rising Demand for Multifunctional Premium Products
Chart 148 Analyst Insight for Toilet Care
Eu Regulations Set to Shape Product Formulation and Packaging
E-Commerce Will Fuel Growth and Premiumisation
Chart 149 Forecast Value Sales of Toilet Care 2020-2030
Chart 150 Forecast Value Sales of Toilet Care by Category 2025-2030
Henkel Maintains Lead through Innovation
Sc?Johnson Leverages Fragrance Innovation to Target Premium Consumers
Chart 151 Wc-Eend Fresh Discs with Limited Edition Fragrance Plays to Premium Consumer
Chart 152 Company Shares of Toilet Care 2025
Chart 153 Brand Shares of Toilet Care 2025
Supermarkets Channel Leads Toilet Care Sales
E-Commerce Gains Traction in Toilet Care Sales
Chart 154 Retail Channels for Toilet Care 2020-2025
Chart 155 Economic Context for Toilet Care
Chart 156 Real GDP Growth 2020-2030
Chart 157 Inflation 2020-2030
Chart 158 Consumer Context for Toilet Care
Chart 159 Population 2020-2030
Chart 160 Consumer Expenditure 2020-2030
Chart 161 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.
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This report originates from Passport, our Home Care research and analysis database.
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