Home care in 2024: The big picture
Home care saw increasing demand in the United Kingdom in 2024, with a small amount of retail volume growth recorded at the top level. In recent historic years, home care experienced volume declines, with 2024 marking a change in direction, suggesting that this category is stabilising following the post-pandemic declines it experienced.
2024 key trends
Fragrance-led innovation emerged as a key trend in the United Kingdom across a number of home care categories in 2024. Scent emerged as an important factor in 2024, as consumers wanted their cleaning products to smell more premium, and trends from fragrances have been moving into the home care space in recent years.
Competitive landscape
There was little overall change within home care in the United Kingdom in 2024, with the competitive landscape remaining consolidated amongst major industry players. Procter & Gamble continued to account for the largest overall share of sales across home care in retail value terms in 2024, as a result of its strong performances in laundry care, dishwashing, and surface care.
Retailing developments
Retail e-commerce continued to gain share of distribution in home care in the United Kingdom in 2024. Online shopping more broadly was accelerated by the pandemic in recent years; however, an increasing number of consumers continue to move online to do their grocery shopping.
What next for home care?
Demand for home care products will continue to stabilise in the United Kingdom across the forecast period, with a slightly positive retail volume CAGR projected at the top level, along with higher retail current value growth. This comes as a result of an increase in demand for home care products, as well as the fact that the impacts of historic high inflation and the cost-of-living crisis will largely not be felt across the forecast years, and consumer spending on home care products will normalise.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- Which are the leading brands in Home Care in United Kingdom?
- How are products distributed in Home Care in United Kingdom?
- 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 United Kingdom
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in the United Kingdom
KEY DATA FINDINGS
Volume and value growth for air care in 2024
Candle air fresheners performs well, given links to health and wellness
The leading brands in air care remain unchanged in 2024
Volume growth rates for air care will flatten off across the forecast period
Fragrance-led innovation born from the desire to create a relaxing and stress-free home environment
Supermarkets and hypermarkets will remain important distribution channels for air care products
Bleach in the United Kingdom
KEY DATA FINDINGS
Demand for bleach continues to fall in 2024
Consumers continue to move away from bleach, opting for alternative products
Domestos remains the brand leader in bleach
Demand for bleach will continue to drop across the forecast period
Lack of innovation likely
Supermarkets will remain the most important distribution channel for bleach
Dishwashing in the United Kingdom
KEY DATA FINDINGS
Top level volume and value growth for dishwashing in 2024
Dishwasher penetration continues to increase in 2024
Procter & Gamble continues to dominate dishwashing
Volume and value growth set to continue throughout the forecast period
Automatic dishwashing tablets will remain the most popular format in automatic dishwashing in the forecast period
Supermarkets and hypermarkets will remain the largest distribution channels
Home Insecticides in the United Kingdom
KEY DATA FINDINGS
Demand for home insecticides remains relatively stable in 2024
Leading players in home insecticides remain unchanged
Spray/aerosol insecticides outperforms the other categories
Growth set to turn to decline for home insecticides
Little change in the retail landscape expected in the forecast period
Little product innovation expected across the forecast period
Laundry Care in the United Kingdom
KEY DATA FINDINGS
Laundry care records top level volume and value growth in 2024
New launches focus on scents
Retail offline sales remain higher than those via retail e-commerce
Laundry care will continue to grow in volume and value terms across the forecast period
Consumers’ laundry habits will continue to evolve across the forecast period
Sustainability will remain a dynamic trend looking forward
Polishes in the United Kingdom
KEY DATA FINDINGS
Volume decline for polishes in 2024
Shoe polish continues to face volume decline
SC Johnson continues to lead polishes
Polishes will continue its declining trajectory in the forecast period
Casualisation trend will continue to negatively impact shoe polish
Retail e-commerce will continue to increase its share of sales in the forecast period
Surface Care in the United Kingdom
KEY DATA FINDINGS
Surface care records higher volume growth in 2024
Multi-purpose cleaners outperforms the rest of surface care
New product launches drive innovation in surface care in 2024
Volume growth set to continue in the forecast period
Multi-purpose cleaners will outperform the rest of the category
Little change in the ranking in the distribution landscape across the forecast period
Toilet Care in the United Kingdom
KEY DATA FINDINGS
Toilet care continues to decline in volume terms
New launches despite weak demand
Henkel remains the leader in toilet care in 2024
Toilet care set to return to volume growth later in the forecast period
Players will encourage consumers to return to using non-specific toilet care products
Little change in the distribution landscape across the forecast period
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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