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Ukraine's Home Care Market Grows Amid Economic Recovery and Consumer Focus on Value and Innovation
In 2025, Ukraine’s home care market experienced strong growth, with retail value rising by 17% to reach UAH44.32 billion. This expansion was fuelled by the country’s economic recovery—evidenced by a median household disposable income of UAH408,958—and a pragmatic consumer approach amid ongoing product innovation. The market’s appeal is highlighted by a projected CAGR of 7%, with expectations to hit UAH62.19 million by 2030, thanks to sustained demand for cost-effective and convenient products. Notable trends shaping the sector include the increasing popularity of private label goods, multifunctional products, and new formats like mega packs and refill options. To thrive, brands should prioritise value by innovating product formats, utilising e-commerce channels, and competing with private label ranges on both price and efficiency.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Ukraine 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 Ukraine, 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 Ukraine 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 Ukraine?
- Which are the leading brands in Home Care in Ukraine?
- How are products distributed in Home Care in Ukraine?
- 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 Ukraine
Ukraine's Home Care Market Grows Amid Economic Recovery and Consumer Focus on Value and Innovation
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Ukraine's Home Care Market Grows Amid Economic Recovery and Consumer Focus on Value and Innovation
Chart 2 ATB broadens private label offerings to key home care categories
Laundry Care Boosts Sales by Offering Large-Size Packs and Products with Multiple Functions
Chart 3 Leading laundry care brands introduce mega packs for greater value and convenience
Category Performance Is Fuelled by Diverse Product Formats and Multifunctionality
Chart 4 Value Sales 2020-2030
Chart 5 Volume Sales 2020-2030
Chart 6 Value Sales by Category 2025
Consumers Prioritise Affordability and Practicality in Challenging Times
Laundry Care Remains Largest Subcategory Despite Volume Decline
Polishes Drives Growth with Innovative and Multipurpose Solutions
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Multinationals Maintain Lead as Private Label Ranges Gain Ground
Domestos Expands Multi-Purpose Cleaning Range
Chart 9 Domestos broadens multi-purpose cleaning line for comprehensive home hygiene
Atb Expands Private Label Lines into Core Home Care Segments
Chart 10 Analyst Insight for Home Care
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
Modern Grocery Retailers Dominate Home Care Sales through Wide Assortments
E-Commerce Gains Importance with Convenient Replenishment and Premium Products
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 Ukraine
Key Data Insights
Premium Fragrances Drive Value Growth Despite Economic Pressure
Chart 21 Key Industry Trends for Air Care
Premium Fragrances Drive Value Growth Despite Economic Pressure
Chart 22 Exclusive edition of Air Wick
Spray/Aerosol Air Fresheners Dominate Market Share
Dtc and Private Label Disruption Challenges Traditional Players
Chart 23 Growing influence of international private label brands in Ukraine
Chart 24 Value Sales 2020-2030
Chart 25 Volume Sales 2020-2030
Chart 26 Value Sales by Category 2025
Rising Demand for Premium and Eco-Friendly Products
Liquid Air Fresheners to Drive Growth
Online Retail to Shape Future of Air Care
Chart 27 Forecast Value Sales 2020-2030
Chart 28 Forecast Value Sales by Category 2025-2030
Sc Johnson and Reckitt Benckiser Maintain Market Dominance
New Entrants and Evolving Consumer Preferences Reshape Market
Mood-Boosting Ingredients and Sustainability Drive Innovation
Chart 29 Analyst Insight for Air Care
Chart 30 Company Shares 2025
Chart 31 Brand Shares 2025
Large-Format Grocery Stores Drive Air Care Sales through Promotions
Retail E-Commerce Gains Traction with Convenience and Variety
Health and Beauty Chains Expand Role in Air Care Distribution
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 Ukraine
Key Data Insights
Milam Boosts Sales with Multifunctionality Claims
Chart 40 Key Industry Trends for Bleach
Milam Boosts Sales with Multifunctionality Claims
Chart 41 Milam Promotes Multifunctionality as Core Differentiating Feature
Affordability and Necessity Drive Bleach Sales
Multifunctionality Drives Growth and Consumer Trust
Chart 42 Value Sales 2020-2030
Chart 43 Volume Sales 2020-2030
Consumers to Prioritise Affordability and Multifunctionality
Traditional Bleach to Remain Dominant
Eco-Friendly Alternatives to Emerge
Chart 44 Forecast Value Sales 2020-2030
Chart 45 Analyst Insight for Bleach
Milam Maintains Dominance as Private Label Gains Traction
Chart 46 Company Shares 2025
Chart 47 Brand Shares 2025
Supermarkets Drive Bleach Sales with Affordability and Accessibility
Retail E-Commerce Grows Slowly in Bleach Sales
Chart 48 Retail Channels 2020-2025
Chart 49 Economic Context for Bleach
Chart 50 Real Gdp Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Bleach
Chart 53 Population 2020-2030
Chart 54 Consumer Expenditure 2020-2030
Chart 55 Population by Generation 2025
Dishwashing in Ukraine
Key Data Insights
Consumers Drive Value Growth through Cost-Efficient Choices
Chart 56 Key Industry Trends for Dishwashing
Consumers Drive Value Growth through Cost-Efficient Choices
Hand Dishwashing Dominates Market Share
Chart 57 Frosch, the leader of sustainable dishwashing
Frosch Strengthens Position with Sustainable Offerings
Chart 58 Value Sales 2020-2030
Chart 59 Volume Sales 2020-2030
Chart 60 Value Sales by Category 2025
Consumers to Prioritise Affordability and Sustainability
Hand Dishwashing Remains Largest Subcategory
Innovative Formats and Sustainability Gain Traction
Chart 61 Forecast Value Sales 2020-2030
Chart 62 Forecast Value Sales by Category 2025-2030
Multinational Leaders Dominate with Strong Brand Portfolios
Chart 63 Bulk packaging becomes more common in Ukraine
Sustainable and Affordable Formats Drive Dishwashing Innovation
Chart 64 Analyst Insight for Dishwashing
Frosch and Private Label Ranges to Lead Innovation in Dishwashing
Chart 65 ATB continues to grow its private label offerings
Chart 66 Company Shares 2025
Chart 67 Brand Shares 2025
Supermarkets Remain Dominant Channel for Dishwashing Products
Convenience and Special Offers Drive Growth in Retail E-Commerce
Chart 68 Retail Channels 2020-2025
Chart 69 Economic Context for Dishwashing
Chart 70 Real Gdp Growth 2020-2030
Chart 71 Inflation 2020-2030
Chart 72 Consumer Context for Dishwashing
Chart 73 Population 2020-2030
Chart 74 Consumer Expenditure 2020-2030
Chart 75 Population by Generation 2025
Home Insecticides in Ukraine
Key Data Insights
Raptor and Irex Drive Sales with Health-Focused Innovations
Chart 76 Key Industry Trends for Home Insecticides
Raptor and Irex Drive Sales with Health-Focused Innovations
Chart 77 Natural, child-safe insecticides with a focus on health are becoming increasingly popular
Spray/Aerosol Insecticides Dominate Market Share
Insecticide Coils with Natural Formulations See Dynamic Growth
Chart 78 Value Sales 2020-2030
Chart 79 Volume Sales 2020-2030
Chart 80 Value Sales by Category 2025
Growing Demand for Safer and More Convenient Solutions
Spray/Aerosol Insecticides Remain Dominant but Face Competition
Innovations and Sustainability to Shape Future Market Landscape
Chart 81 Forecast Value Sales 2020-2030
Chart 82 Forecast Value Sales by Category 2025-2030
Leading Brands Lose Share to Niche Players and Private Label
Affordability and Eco-Friendliness Shape Competitive Landscape
Chart 83 Analyst Insight for Home Insecticides
Chart 84 Company Shares 2025
Chart 85 Brand Shares 2025
Supermarkets Remain Dominant Channel for Home Insecticides Sales
Retail E-Commerce Gains Traction with Convenience and Promotions
Chart 86 Retail Channels 2020-2025
Chart 87 Economic Context for Home Insecticides
Chart 88 Real Gdp Growth 2020-2030
Chart 89 Inflation 2020-2030
Chart 90 Consumer Context for Home Insecticides
Chart 91 Population 2020-2030
Chart 92 Consumer Expenditure 2020-2030
Chart 93 Population by Generation 2025
Laundry Care in Ukraine
Key Data Insights
Multinationals and Private Label Ranges Drive Market Dynamics
Chart 94 Key Industry Trends for Laundry Care
Multinationals and Private Label Ranges Drive Market Dynamics
Chart 95 Ariel and Persil Boost Sales with Eco-Friendly Refill Packs for Laundry Pods
Laundry Detergents Dominate Market Share
Multifunctionality and Sustainability Shape Consumer Preferences
Chart 96 Pro Wash Enhances Laundry Experience with 3-in-1 All-in-One Pods for Easy Use and Lasting Freshness
Chart 97 Value Sales 2020-2030
Chart 98 Volume Sales 2020-2030
Chart 99 Value Sales by Category 2025
Consumers Prioritise Affordability and Sustainability
Multifunctionality and Eco-Friendliness Drive Growth
Post-War Recovery to Boost Demand for Specialised Products
Chart 100 Forecast Value Sales 2020-2030
Chart 101 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Henkel Dominate Despite Share Erosion
Private Label Products Gain Share Amid Economic Uncertainty
Chart 102 Analyst Insight for Laundry Care
Chart 103 Ukrainians Turn to Private Label Ranges for More Affordable Laundry Options
Chart 104 Company Shares 2025
Chart 105 Brand Shares 2025
Supermarkets Lead Laundry Care Distribution in Ukraine
Retail E-Commerce Emerges as Fastest Growing Channel
Chart 106 Retail Channels 2020-2025
Chart 107 Economic Context for Laundry Care
Chart 108 Real Gdp Growth 2020-2030
Chart 109 Inflation 2020-2030
Chart 110 Consumer Context for Laundry Care
Chart 111 Population 2020-2030
Chart 112 Consumer Expenditure 2020-2030
Chart 113 Population by Generation 2025
Polishes in Ukraine
Key Data Insights
New Formats Drive Growth in Sales through E-Commerce
Chart 114 Key Industry Trends for Polishes
New Formats Drive Growth in Sales through E-Commerce
Shoe Polish Drives Sales Growth
Chart 115 Innovative solutions for emerging needs: Shoe polish designed for athletic footwear
Evolving Product Formats Drive Dynamic Growth in Subcategories
Chart 116 Value Sales 2020-2030
Chart 117 Volume Sales 2020-2030
Chart 118 Value Sales by Category 2025
Growing Demand for Eco-Friendly and Multifunctional Products
Shoe Polish Remains Dominant; Metal Polish Shows Dynamic Growth
Sustainability and Multifunctionality to Shape Future Business Strategies
Chart 119 Forecast Value Sales 2020-2030
Chart 120 Forecast Value Sales by Category 2025-2030
Sc Johnson and Cigir Kimya Dominate with Strong Brand Loyalty
Opportunities Arise From Changing Consumer Preferences and Innovation
Chart 121 Analyst Insight for Polishes
Chart 122 Company Shares 2025
Chart 123 Brand Shares 2025
Supermarkets Lead Sales with Strong Grocery Retail Presence
Health and Beauty Specialists, and E-Commerce Drive Growth
E-Commerce Gains Traction with Convenience and Variety
Chart 124 Retail Channels 2020-2025
Chart 125 Economic Context for Polishes
Chart 126 Real Gdp Growth 2020-2030
Chart 127 Inflation 2020-2030
Chart 128 Consumer Context for Polishes
Chart 129 Population 2020-2030
Chart 130 Consumer Expenditure 2020-2030
Chart 131 Population by Generation 2025
Surface Care in Ukraine
Key Data Insights
Growing Demand for Affordable and Sustainable Cleaning Solutions
Chart 132 Key Industry Trends for Surface Care
Growing Demand for Affordable and Sustainable Cleaning Solutions
Private Label Expansion Challenges Multinational Brands with Affordable Alternatives
Chart 133 Intense price pressure from private label
Eco-Friendly Products From Local Manufacturers Gain Popularity
Chart 134 Biosphere Corp’s environmentally friendly products are growing in popularity
Chart 135 Value Sales 2020-2030
Chart 136 Volume Sales 2020-2030
Chart 137 Value Sales by Category 2025
Consumers Prioritise Affordability and Sustainability
Multi-Purpose Cleaners Remain Dominant; Specialised Products Gain
Shifting Competitive Landscape and Emerging Trends
Chart 138 Forecast Value Sales 2020-2030
Chart 139 Forecast Value Sales by Category 2025-2030
Leading Brands Maintain Share Amidst Inflationary Pressures
Chart 140 Analyst Insight for Surface Care
Convenience and Affordability Drive Product Innovation
Chart 141 Pink’s tubs dominate surface care
Chart 142 Company Shares 2025
Chart 143 Brand Shares 2025
Supermarkets Maintain Lead in Surface Care Distribution
Retail E-Commerce Emerges as Fastest Growing Channel
Convenience Retailers and E-Commerce Drive Modern Retail
Chart 144 Retail Channels 2020-2025
Chart 145 Economic Context for Surface Care
Chart 146 Real Gdp Growth 2020-2030
Chart 147 Inflation 2020-2030
Chart 148 Consumer Context for Surface Care
Chart 149 Population 2020-2030
Chart 150 Consumer Expenditure 2020-2030
Chart 151 Population by Generation 2025
Toilet Care in Ukraine
Key Data Insights
Growing Demand for Larger Formats and Private Label
Chart 152 Key Industry Trends for Toilet Care
Growing Demand for Larger Formats and Private Label
Chart 153 Bref actively promotes extra large packs
Private Label Ranges Gain Traction
Chart 154 Private label ranges are gaining in popularity
Largest and Most Dynamic Subcategories
Chart 155 Value Sales 2020-2030
Chart 156 Volume Sales 2020-2030
Chart 157 Value Sales by Category 2025
Budget Friendly and Eco-Friendly Products Will Drive Growth
Rim Blocks and Toilet Liquids/Foam to Lead Market Growth
Private Label and Sustainable Products to Shape Future
Chart 158 Forecast Value Sales 2020-2030
Chart 159 Forecast Value Sales by Category 2025-2030
Leading Multinationals Dominate Toilet Care through Innovation
Private Label Erodes Mid-Tier Brand Positions with Affordable Options
Chart 160 Analyst Insight for Toilet Care
Chart 161 Company Shares 2025
Chart 162 Brand Shares 2025
Supermarkets Lead Toilet Care Sales with Strong Presence
Retail E-Commerce Emerges as Fastest Growing Channel
Emerging Trends and Retail E-Commerce Role
Chart 163 Retail Channels 2020-2025
Chart 164 Economic Context for Toilet Care
Chart 165 Real Gdp Growth 2020-2030
Chart 166 Inflation 2020-2030
Chart 167 Consumer Context for Toilet Care
Chart 168 Population 2020-2030
Chart 169 Consumer Expenditure 2020-2030
Chart 170 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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