Home care in 2024: The big picture
There was a sharp acceleration in retail current value sales of home care in 2024, with a decrease in small and medium-scale smuggling from neighbouring Argentina a key driver. Cross-border smuggling waned as the gap between the official and informal exchange rates in Argentina narrowed, which reduced the price differential between home care products in these two countries as the Argentine government initiated a program of economic deregulation under the leadership of President Milei.
2024 key trends
In laundry care, liquid detergents continued to significantly outperform powder detergents in terms of retail current value sales during 2024. Retail volume sales of powder detergents plunged, while those of standard liquid detergents continued to expand rapidly.
Competitive landscape
There were two M&A deals in Argentina during 2024 that affected home care in Uruguay: In March 2024, the U.S.
Retailing developments
Home care distribution is dominated by small local grocers and supermarkets, with the latter particularly strong in the larger cities. Small local grocers are strongest in peripheral areas, such as the border regions, so they benefited disproportionately from the decline in cross-border smuggling in 2024.
What next for home care?
Retail constant value sales of home care will rebound in 2025, but compound annual growth in retail constant value sales will be lower across the forecast period than in the review period as a whole. The evolution of cross-border smuggling from neighbouring Argentina will be a key factor: If the official and parallel (black market) exchange rates of the Argentine peso continue to converge, the incentive for Uruguayans to travel across the border to purchase home care products will diminish.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Uruguay 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 Uruguay, 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 Uruguay 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 Uruguay?
- Which are the leading brands in Home Care in Uruguay?
- How are products distributed in Home Care in Uruguay?
- 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 Uruguay
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Uruguay
KEY DATA FINDINGS
Fragrance outperformed disinfection in 2024
Spray/aerosol air fresheners remain the most popular category
Lysoform loses ground as disinfection becomes less of a priority
Gel air fresheners to be the top performer, partly at the expense of car air fresheners
High pricing will hamper sales of electric air fresheners
More time out home will boost demand for spray/aerosol fresheners
Bleach in Uruguay
KEY DATA FINDINGS
Retail volume sales continue to decline from COVID-19 high amid improving economic conditions
Electroquímica SA dominates with Agua Jane and Sello Rojo
Gel bleach grows in popularity
Affordability, preventative healthcare, wide distribution and versatility will remain key growth drivers
Increased awareness of bleach’s disinfectant properties will continue to boost demand
New formats, particularly gel bleach, will grow in popularity
Dishwashing in Uruguay
KEY DATA FINDINGS
Retail current value sales rebound, as smuggling declines
Magistral and Ariel brands change hands
Unilever del Uruguay SA continues to lead
Retail volume sales of hand dishwashing to decline
Increased dishwasher penetration will drive modest growth in retail volume sales of automatic dishwashing
Focus on sustainability will deepen
Home Insecticides in Uruguay
KEY DATA FINDINGS
Increase in mosquito-borne disease boosts demand
Uruguay among the biggest consumers of aerosol/spray insecticides
SC Johnson & Son de Uruguay SA remains dominant with Raid
Increased awareness of mosquito-borne diseases will continue to support demand
Increase in home working to boost use of home insecticides
Efficacy will continue to trump sustainability
Laundry Care in Uruguay
KEY DATA FINDINGS
Liquid detergents continue to cannibalise powder detergents
Reduction in smuggling boosts demand through licit channels
Unilever del Uruguay SA continues to dominate
Retail constant value sales will be little better than static
Concentrated liquid fabric softeners will grow in popularity
Unit price will decrease in standard liquid detergents
Polishes in Uruguay
KEY DATA FINDINGS
Lifestyle changes continue to undermine demand for polishes
Casual footwear on the rise
SC Johnson & Son de Uruguay dominates
Recent lifestyle changes are unlikely to be reversed
Growing popularity of wood-like melamine furniture a modest growth opportunity for furniture polish
Floor polish will be increasingly cannibalised by multi-purpose cleaners and wash & wax floor cleaners
Surface Care in Uruguay
KEY DATA FINDINGS
Reduction in smuggling from Argentina boosts domestic demand for surface care
Plastic pouches continue to grow in popularity
Leader Colgate Palmolive Inc SA strong in multi-purpose cleaners
Surface care will shake off its post-pandemic hangover
Affordability and growing retail penetration to boost multi-purpose cleaners
Memories of COVID-19 will continue to boost home disinfectants and all-purpose cleaning wipes
Toilet Care in Uruguay
KEY DATA FINDINGS
Supply issues impact retail current value sales
Multi-chambered blocks and gel disks gaining ground in rim blocks
SC Johnson dominates
Retail constant value sales will rebound
Toilet liquids/foams will be the top performer
Soft water will constrain demand 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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