The home care market in Thailand continued to grow in 2025, driven by increasing urbanisation, rising disposable incomes and a growing emphasis on hygiene and cleanliness. In 2025, the market recorded a retail value of THB66.7 billion, representing 4% current value growth from 2024. Laundry care remains the biggest category, while surface care is projected to see the strongest growth. To succeed, brands must innovate and adapt to changing consumer preferences, prioritising sustainability, health

Home care in Indonesia recorded 3% current value growth to reach IDR44.3 trillion in 2025, driven by urbanisation and increasing demand for cleaner, healthier living environments. The urban population grew to 170 million, and median disposable income per household was IDR147 million, indicating steady consumer spending power. Laundry care was the largest value category with sales reaching IDR21.7 trillion, driven by high washing machine penetration at 41%. Health and wellness trends drove demand

The home care industry in Mexico experienced moderate current value growth of 3%? in 2025, driven primarily by price increases, although a small volume rise was also seen. Laundry care remained the largest category, with a strong demand for convenient and efficient products such as liquid detergents. There is a high level of concentration among the top four companies, with Fábrica de Jabón La Corona leading. The growth of private label products is reshaping consumer perceptions, positioning stor

Home care in the US demonstrated resilience in 2025, with a total retail value of USD40.2 billion and a growth rate of 2%, driven by easing inflation and lower interest rates. Laundry care remained the largest category, with a retail value of USD18.5 billion. E-commerce emerged as a significant channel, accounting for 31% value share. The industry is expected to continue growing at a CAGR of 3% to USD46.1 billion by 2030, driven by demand for convenience, multifunctionality, and sustainability.

Spurred by macro uncertainty and the cross-pollination of clinical, illicit and wellbeing trends, transgressive wellness is prompting consumers to re-examine their relationships with emerging and taboo substances, disrupting existing consumption routines across FMCGs and rebalancing the USD3 trillion wellness industry.

This report bring together results from Euromonitor’s Voice of the Industry Survey, fielded in March and October 2025, which tracks sales performance and expectation, innovation initiatives, digital trends and technology investment. It highlights insights from industry professionals to understand short- and long-term business priorities and growth strategies.

Offline retail dominates home care with 87.2% share, led by small grocers in emerging markets and dynamic growth from discounters and warehouse clubs. E-commerce grew 20% CAGR, driven by convenience, variety and promotions, with Amazon and Tmall leading. Premium and eco-friendly products thrive online. E-commerce will outpace offline, while discounters and clubs sustain growth via affordability and urban reach.

The global FMCG market is projected to grow by 4.6% in current value terms to reach USD6.6 trillion. Growth is largely price led and financial concerns are weighing heavily on consumer behaviour given sustained cost-of-living pressures. Opportunities lie in emerging markets, health and wellness trends, and e-commerce. Key growth industries include soft drinks and beauty and personal care.

Euromonitor International’s “Top 100 FMCG E-Commerce Brands” report offers a definitive view of the brands winning in digital commerce. By spotlighting the Top 100 brands and their strategies, this report equips FMCG leaders to track, benchmark and gain intelligence to inform their digital strategy as they compete in an increasingly high-stakes arena.

The competitive landscape of the home care industry has remained relatively stable over the years. However, industry leaders now face significant challenges, including fluctuating raw material prices, inflationary pressures, intense competition, and a shift in consumer priorities. This report delves into the current state of competition in the home care sector, the strategies adopted by key players, and emerging opportunities for future consumption.

Procter & Gamble continues to lead the global home care market, enjoying a very strong position in the US, where it is the dominant force in both dishwashing and the major laundry care category. The company continues to invest in innovative new products, looking, where possible, to also boost the sustainability credentials of its portfolio, as seen with the new Tide Evo waterless detergent.

Unilever, the number two player in global home care, is a particularly prominent operator in emerging markets, leading in both the Asia Pacific and Latin America regions. Its main categories continue to be laundry care, dishwashing and surface care. As part of Unilever’s Growth Action Plan, the company’s home care operations are leveraging its in-house science and technology capabilities to develop innovations to help drive category growth.

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.

Returning to office work has renewed demand for quick wash laundry solutions due to time-constrained consumers, especially dual-income families. Current quick wash options often lead to dissatisfaction due to misuse and unsuitable detergents. This highlights the urgent need for specialized quick wash solutions and harmonized partnerships between appliance and detergent brands. Innovations like AI-enabled "mixing-in-the-moment" (MITM) are key, optimizing detergent delivery for superior results.

Consumers are increasingly anxious about global stability and their own financial, social, physical and mental wellbeing. This is driving them to exert more control over the impact and fallout of their consumption. Protect your brand against downside risk and leverage growth opportunities by understanding and empowering this mindful, evidence-seeking and outcome-orientated shift.

Consumers no longer assess brands by price alone but by a shifting matrix of priorities – from health and convenience to sustainability and digital experience. As disruptors – including new platforms and non-traditional players – move faster and intensify competition, companies across industries must recalibrate their value strategies to maintain relevance, defend market share, and capture new growth opportunities.

Home care in India continued to record steady growth in 2024, supported by a blend of premiumisation in urban markets and rising penetration in rural areas. Pricing stabilised compared to the post-pandemic inflationary period, yet consumer demand remained focused on convenience, effectiveness, and time-saving benefits. Urban households increasingly gravitated towards liquid detergents, hand dishwashing formats, and multi-purpose surface cleaners that aligned with busier lifestyles. In contrast,

This report examines five key trends reshaping home care: The urgent need for sustainable home care practices addressing water scarcity and microplastic pollution; The increasing market influence of private label and direct-to-consumer brands; The growing consumer demand for wellness-focused products; The implications of the cold and quick wash trend in laundry; and The rising demand for smart cleaning solutions in connected homes. These shifts present both challenges and opportunities for the i

This report identifies key long-term megatrends shaping consumer behaviour in Latin America. Technological advancements and wider internet access drive digital living, offering solutions to regional challenges. Better access to financial services fuels e-commerce and s-commerce growth. Inflation and changing household dynamics are driving consumers to focus on saving time and money, while also prioritising their overall wellbeing in the face of economic and geopolitical uncertainty.

Home care in Germany recorded significant current value growth in 2024, with retail volume sales rebounding following several years of decline. Home care in the local market continued to adapt to changing consumer needs and economic pressures. In 2024, price adjustments slowed in some categories as inflation moderated compared to the previous year, although price-sensitive purchasing behaviour remained prevalent.

Home care in Austria recorded moderate single-digit current value sales growth, thanks in part to increases in average unit prices, across almost all categories in 2024. However volume sales remained stagnant or saw a decline. Increases were still primarily linked to further inflationary developments with increasing production and logistics costs handed down to consumers, while promotions and discounts remained limited.

In the global home care industry in 2025, emerging markets are driving value growth, while mature markets focus on premiumisation and functionality. Affordability concerns are shaping pricing and drive private label, while e-commerce gains traction. Local value and DTC brands are increasingly competing with multinational giants. Future growth depends on balancing cost, innovation and consumer trends, with opportunities in wellness, sustainability and convenience.

Significant shifts in US policies on tariffs, taxation, spending, regulation, migration, AI/tech, and energy are expected to impact the global economy and key industries like food and drinks, health and beauty, home and tech, travel, and automotive. Trump's policies can undermine global economic growth, affect consumer sentiment, risk higher prices, and disrupt production and distribution network. However, some opportunities will arise as the global supply chain rewires and consumers adapt.

By 2029, Asia Pacific will host 56% of the global population aged 65+, representing a trillion-dollar opportunity. This report provides a critical framework to understand, develop and address the unmet needs of this rapidly growing demographic. Leveraging Euromonitor's Inclusivity - Empowerment - Indulgence framework, companies that act now will secure future growth and maintain relevance in a shifting consumer landscape.