Reckitt Benckiser Group Plc in Home Care

July 2025

Reckitt Benckiser, which owns the leading brands in the dishwashing (Finish) and surface care (Lysol) categories, remains one of the leading home care players globally. As it looks to sharpen the focus on what it calls its Powerbrands, the company is planning to exit its non-core businesses, Essential Home and Mead Johnson Nutrition, by the end of 2025.

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Overview:

Euromonitor International's report on Reckitt Benckiser Group Plc (RB) delivers a detailed strategic analysis of the company's business, examining its performance in the Home Care market and the global economy. Company and market share data provide a detailed look at the financial position of Reckitt Benckiser Group Plc (RB), while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Reckitt Benckiser Group Plc (RB).

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Reckitt Benckiser Group Plc (RB) provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Home Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Executive summary
Top companies at a glance
Western Europe and North America are Reckitt Benckiser’s leading regions
Reckitt’s top categories continue to dominate its sales
Market momentum driving Reckitt’s 2021-2024 growth
Global market exposure: Balancing developed and emerging economies
Emerging Markets represent Reckitt’s biggest geographic division
Reckitt looks to sell “non-core” Essential Home and Nutrition businesses
The US will be a major growth generator in the coming years
Little movement expected among the leading home care players
Reckitt Benckiser aiming for Net Zero by 2040
Cold wash: Driving sustainability, cost savings and market growth
Sustainable products and packaging
Combatting the affordability of private label
Private label gains share in Western Europe and Australasia
Private label lines represent strong competition for brand manufacturers
More power to the Powerbrands
Dettol expands in laundry care in China
Reckitt is the number one player in a number of categories in Australia
Finish is the leading brand globally in dishwashing and Lysol in surface care
US the main surface care market for Reckitt
Home care disinfectants is Reckitt’s main category in surface care
Western Europe generates half of Reckitt’s global dishwashing sales
Dishwasher possession rates heavily influence product usage
Thermoformed tablets account for three quarters of Reckitt’s tablet revenue in 2024
Reckitt looking to expand its business in China
Laundry aids most important for Reckitt in laundry care
Key findings
Projected company sales: FAQs (1)
Projected company sales: FAQs (2)

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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