Home Care in the United Kingdom

May 2026
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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 Records a Stable Performance, with a Focus on Health, Wellness, and Sustainability

Key Data Insights

Chart 1 Key Industry Trends for Home Care
Home Care Records a Stable Performance, with a Focus on Health, Wellness, and Sustainability
Growth for Laundry Care Is Driven by Fragrance Innovation and the High Penetration of Washing Machine Ownership
Air Care Expansion Is Driven by Mood-Enhancement and Convenient Innovations
Chart 2 Air Wick launches Essential Mist Diffuser which focuses on mood enhancement
Chart 3 Value Sales 2020-2030
Chart 4 Volume Sales 2020-2030
Chart 5 Value Sales by Category 2025
Growth Is Set to Be Driven by Essential Products and Ongoing Innovation
Chart 6 Analyst Insight for Home Care
Fabric Softeners and Laundry Aids Are Set to Lead Growth through Innovation and Premiumisation
Growth in Home Care Will Be Driven by Sustainability-Led Innovations
Chart 7 Unilever launch Cif Infinite Clean All-in-One Cleaner Spray
Chart 8 Forecast Value Sales 2020-2030
Chart 9 Forecast Value Sales by Category 2025-2030
Procter & Gamble Uk?Ltd and Unilever Ltd Retain Their Leads through Brand Strength and Innovation
Private Label Has a Strong Presence, However, Branded Players Drive Growth through Innovation
Multifunctionality and Sustainability Drive Market Leaderships
Chart 10 Neat launch All In One Dishwasher Tablets
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
Grocery Retailers Drive Sales through Convenience, Accessibility and Product Range
Retail E-Commerce Drives Growth through Convenience and Variety
Chart 13 Retail Channels 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025

Air Care in the United Kingdom

Key Data Insights

Fragrance Innovation and Premiumisation Drive Value Growth in Air Care
Chart 21 Key Industry Trends for Air Care
Fragrance Innovation and Premiumisation Drive Value Growth in Air Care
Spray/Aerosol Air Fresheners Lead Sales While Liquid Air Fresheners Drive Growth
Rituals Drives Premiumisation with Its Luxury Candle Air Freshener Launch
Chart 22 Rituals adds to its premium candle air freshener line up
Chart 23 Value Sales 2020-2030
Chart 24 Volume Sales 2020-2030
Chart 25 Value Sales by Category 2025
Rising Incomes and Urbanisation Are Set to Support Growth for Air Care
Chart 26 Analyst Insight for Air Care
Liquid Air Fresheners and Candle Air Fresheners Are Set to Lead Retail Volume Growth
Fragrance Is Set to Shape Innovation and Drive Sales across the Forecast Period
Chart 27 Air Wick Launch Essential Mist Diffuser Which Focuses on Mood Enhancement
Chart 28 Forecast Value Sales 2020-2030
Chart 29 Forecast Value Sales by Category 2025-2030
Leading Players Dominate through Brand Strength and Fragrance Appeal
Yankee Candle Co (Europe) Ltd Drives Growth through a Wide, Distinctive Range
Chart 30 Company Shares 2025
Chart 31 Brand Shares 2025
Supermarkets and Hypermarkets Lead Air Care Sales through In-Store Experience
Retail E-Commerce Grows as Consumers Appreciate the Convenience and Flexibility
Chart 32 Retail Channels 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real Gdp Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025

Bleach in the United Kingdom

Key Data Insights

Sustainability Concerns Drive a Decline in Bleach Sales during 2025
Chart 40 Key Industry Trends for Bleach
Sustainability Concerns Drive a Decline in Bleach Sales during 2025
Limited Innovations Hinder Growth Prospects for Bleach
Chart 41 Value Sales 2020-2030
Chart 42 Volume Sales 2020-2030
Consumers Are Expected to Migrate Away From Bleach to Surface Care Alternatives
Sustainability and Lack of Innovation Are Set to Hinder Growth for Bleach
Chart 43 Forecast Value Sales 2020-2030
Domestos From Unilever Uk Ltd Maintains Its Lead with Stable Company Shares
Private Label Plays a Key Role in the Sales of Bleach
Chart 44 Company Shares 2025
Chart 45 Brand Shares 2025
Supermarkets and Hypermarkets Drive Sales of Bleach in the Uk
Retail E-Commerce Slowly Gains Share as Consumers Appreciate Convenience
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 the United Kingdom

Key Data Insights

Steady Growth Is Driven by Essential Demand and Urbanisation
Chart 54 Key Industry Trends for Dishwashing
Steady Growth Is Driven by Essential Demand and Urbanisation
Automatic Dishwashing Remains the Largest and Fastest-Growing Category
Sustainability Shapes Production Innovation in Dishwashing
Chart 55 Ecover launch the first plastic-free dishwasher tablets
Chart 56 Value Sales 2020-2030
Chart 57 Volume Sales 2020-2030
Chart 58 Value Sales by Category 2025
Rising Dishwasher Ownership Is Set to Drive Growth for Automatic Dishwashing
Chart 59 Analyst Insight for Dishwashing
Smart Home Care Is Set to Influence Future Innovation
Chart 60 Henkel launch Smartwash Technology
Sustainability and Quick Cycles Are Expected to Shape Innovation across Dishwashing
Chart 61 Forecast Value Sales 2020-2030
Chart 62 Forecast Value Sales by Category 2025-2030
Leading Players Maintain Their Positions through Innovation and Brand Strength
Stable Competitive Landscape Offers Oppertunities for Innovation
Chart 63 Company Shares 2025
Chart 64 Brand Shares 2025
Rise of Retail E-Commerce Causes Grocery Retailers to Lose Share
Retail E-Commerce Drives Growth as Consumers Appreciate Its Convenience
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 the United Kingdom

Key Data Insights

Urbanisation and Its Essential Status Drives Sales of Home Insecticides in 2025
Chart 73 Key Industry Trends for Home Insecticides
Urbanisation and Its Essential Status Drives Sales of Home Insecticides in 2025
Spray/Aerosol Insecticides Leads Sales and Growth through Ease of Use
Mobe Ant Insecticide Gel Capitalises on the Convenience Trend
Chart 74 MoBe Ant Insecticide Gel launched in 2024
Chart 75 Value Sales 2020-2030
Chart 76 Volume Sales 2020-2030
Chart 77 Value Sales by Category 2025
Stable Growth Expected as Effective Pest Control Solutions Remain in Demand
Chart 78 Analyst Insight for Home Insecticides
Spray/Aerosol Insecticides Is Set to Retain the Lead through Consumer Awareness and Affordability
Sustainability and Effectiveness Are Set to Drive Growth across the Forecast Period
Chart 79 Forecast Value Sales 2020-2030
Chart 80 Forecast Value Sales by Category 2025-2030
Sc Johnson Ltd Maintains Its Lead with Established Brand Raid
Fragmented Competitor Landscape Creates Opportunities for Smaller Players
Chart 81 Company Shares 2025
Chart 82 Brand Shares 2025
Retail E-Commerce Drives Home Insecticide Sales with a Wide Product Range
Ongoing Demand for Convenience Supports Growth for Retail E-Commerce
Chart 83 Retail Channels 2020-2025
Chart 84 Economic Context for Home Insecticides
Chart 85 Real Gdp Growth 2020-2030
Chart 86 Inflation 2020-2030
Chart 87 Consumer Context for Home Insecticides
Chart 88 Population 2020-2030
Chart 89 Consumer Expenditure 2020-2030
Chart 90 Population by Generation 2025

Laundry Care in the United Kingdom

Key Data Insights

A Rising Focus on Health, Wellness and Sustainability Supports Sales in Laundry Care
Chart 91 Key Industry Trends for Laundry Care
A Rising Focus on Health, Wellness and Sustainability Supports Sales in Laundry Care
Fabric Softeners and Scent Boosters Drive Sales as Consumers Seek Additional Benefits
Chart 92 Surf carried out a major relaunch of joy-infused products to align with the mood-boosting trend
The Quick Wash Trend Fuels Demand for Specialised Detergents
Chart 93 Value Sales 2020-2030
Chart 94 Volume Sales 2020-2030
Chart 95 Value Sales by Category 2025
Rising Incomes and Premium Innovation Are Expected to Support Value Growth
Chart 96 Analyst Insight for Laundry Care
Fragrance Innovation Is Set to Drive Premiumisation and Wellness Positioning
Sustainability and Premiumisation Are Set to Influence Business Strategies
Chart 97 Forecast Value Sales 2020-2030
Chart 98 Forecast Value Sales by Category 2025-2030
Procter & Gamble Uk Ltd and Unilever Uk Ltd Lead through Brand Strength and Innovation
Innovation in the Competitive Landscape Focuses on the Quick Wash Trend
Chart 99 Persil launches Wonder Wash Liquid Detergent, specifically designed for short-cycles
Chart 100 Company Shares 2025
Chart 101 Brand Shares 2025
Supermarkets and Hypermarkets Drive Laundry Care Sales
Retail E-Commerce Gains Traction through Convenience and Variety
Chart 102 Retail Channels 2020-2025
Chart 103 Economic Context for Laundry Care
Chart 104 Real Gdp Growth 2020-2030
Chart 105 Inflation 2020-2030
Chart 106 Consumer Context for Laundry Care
Chart 107 Population 2020-2030
Chart 108 Consumer Expenditure 2020-2030
Chart 109 Population by Generation 2025

Polishes in the United Kingdom

Key Data Insights

Multi-Surface Polishes Drive Sales as Consumers Seek Simple, Effective Solutions
Chart 110 Key Industry Trends for Polishes
Multi-Surface Polishes Drive Sales as Consumers Seek Simple, Effective Solutions
Smith & Rodger Responds to Demand for Multifunctionality with Superwax Relaunch
Chart 111 Smith & Rodger relaunch SuperWax polish brand
The Casualisation Trend Negatively Impacts Sales of Shoe Polish
Chart 112 Value Sales 2020-2030
Chart 113 Volume Sales 2020-2030
Chart 114 Value Sales by Category 2025
Polishes Is Set to Decline as Consumers Shift Towards Multifunctional Products
Chart 115 Analyst Insight for Polishes
Furniture Polish Is Expected to Remain the Largest Category, Despite an Ongoing Decline in Retail Volume Sales
Chart 116 Forecast Value Sales 2020-2030
Chart 117 Forecast Value Sales by Category 2025-2030
Sc Johnson Ltd &  Reckitt Benckiser Ltd Lead with Established Brands
Opportunities for Players in a Mature Market
Chart 118 Company Shares 2025
Chart 119 Brand Shares 2025
Retail E-Commerce Leads Sales of Polishes through Convenience and Choice
Retail E-Commerce Continues to Drive Polishes Sales Growth Online
Chart 120 Retail Channels 2020-2025
Chart 121 Economic Context for Polishes
Chart 122 Real Gdp Growth 2020-2030
Chart 123 Inflation 2020-2030
Chart 124 Consumer Context for Polishes
Chart 125 Population 2020-2030
Chart 126 Consumer Expenditure 2020-2030
Chart 127 Population by Generation 2025

Surface Care in the United Kingdom

Key Data Insights

Modest Growth Is Driven by the Performance of Multi-Purpose Cleaners
Chart 128 Key Industry Trends for Surface Care
Modest Growth Is Driven by the Performance of Multi-Purpose Cleaners
Mood Boosting Properties Support Sales as Players Launch New Scents
Chart 129 Cif launch new Infinite Clean sprays in the UK in 2025
Sustainability and Innovation Drive Surface Care Forward
Chart 130 Value Sales 2020-2030
Chart 131 Volume Sales 2020-2030
Chart 132 Value Sales by Category 2025
Consumers Are Set to Prioritise Effective Formulas With Uplifting Fragrances
Chart 133 Analyst Insight for Surface Care
Multi-Purpose Cleaners Is Expected to Lead Sales through Convenience
Innovation That Aligns with Sustainable Demands Is Set to Drive Future Growth
Chart 134 Eco brand Miniml launch glass refill
Chart 135 Forecast Value Sales 2020-2030
Chart 136 Forecast Value Sales by Category 2025-2030
Leading Players Offer Established Brands While Sustainability Fuels Growth for Challengers
Competitors Can Focus on Innovation and Sustainability to Drive Future Growth
Chart 137 Company Shares 2025
Chart 138 Brand Shares 2025
Grocery Retailers Dominate Due to Convenience and the In-Store Experience
Retail E-Commerce Gains Traction through the Flexible Shopping Experience
Chart 139 Economic Context for Surface Care
Chart 140 Real Gdp Growth 2020-2030
Chart 141 Inflation 2020-2030
Chart 142 Consumer Context for Surface Care
Chart 143 Population 2020-2030
Chart 144 Consumer Expenditure 2020-2030
Chart 145 Population by Generation 2025

Toilet Care in the United Kingdom

Key Data Insights

Demand for Multipurpose Cleaners Dampens Sales of Toilet Care in 2025
Chart 146 Key Industry Trends for Toilet Care
Demand for Multipurpose Cleaners Dampens Sales of Toilet Care in 2025
Mood-Boosting Ingredients Gain Traction within Toilet Care
Fabulosa Drives Evolving Product Formats with Easy to Use Application
Chart 147 Fabulosa launch two new scents within its Foaming Toilet Powder range
Chart 148 Value Sales 2020-2030
Chart 149 Volume Sales 2020-2030
Chart 150 Value Sales by Category 2025
Rising Demand for Multifunctionality Is Expected to Challenge Sales of Toilet Care
Sustainability Is Set to Influence Product Innovation across the Forecast Period
Fragrance Focused Innovation Will Align with Health and Wellness Demands
Chart 151 Forecast Value Sales 2020-2030
Chart 152 Forecast Value Sales by Category 2025-2030
Henkel Ltd Maintains Its Lead in Toilet Care through the Well-Established Brand Bloo
Chart 153 Analyst Insight for Toilet Care
Value-Driven Consumers Support Sales of Private Label in Toilet Care
Chart 154 Company Shares 2025
Chart 155 Brand Shares 2025
Grocery Retailers Lead Toilet Care Sales with a Strong In-Store Presence
Retail E-Commerce Grows as a Convenient Shopping Alternative
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

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Download table of contents
The following categories and subcategories are included:

Home Care

      • Candle Air Fresheners
      • Car Air Fresheners
      • Electric Air Fresheners
      • Gel Air Fresheners
      • Liquid Air Fresheners
      • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
        • Automatic Dishwashing Liquids
        • Automatic Dishwashing Powders
        • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • 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)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • 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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