Home care in Australia recorded growth in 2025, driven by consumers seeking convenient, multifunctional solutions across laundry care, dishwashing, and air care. Despite inflation and tighter household budgets, the market benefited from evolving product formats such as multi-purpose sprays and concentrated refills. Sustainability continues to strongly influence consumer choices, with rising demand for biodegradable products prompting eco-friendly innovations like OzKleen's Dishwasher Power and

Home care in Hungary experienced moderate growth of 5% in 2025, outpaced by some regional peers, with retail value sales of HUF263.1 billion. This growth was driven by inflation and increasing demand for premium and convenient products. Home care is attractive due to its steady growth prospects, driven by rising demand for eco-friendly and premium products, with a forecast CAGR of 6% to HUF350.1 billion by 2030. To succeed, brands should focus on innovation, marketing and meeting consumer dema

The home care market in Saudi Arabia demonstrated resilience in 2025, recording 4% growth to reach retail sales of SAR5.8 billion. This growth was driven by ongoing urbanisation and rising consumer demand for convenient cleaning solutions. The market is expected to continue expanding at a forecast CAGR of 4%, reaching SAR7.1 billion by 2030. To capitalise on this growth, brands will need to innovate and respond to evolving consumer preferences, particularly in areas such as multifunctionality an

The home care market in India demonstrated a robust performance in 2025, with 5% current value growth, driven by significant developments across various categories. From a retail value of INR666 billion in 2025, the market is expected to continue its growth trajectory, driven by rising disposable incomes and sustained public hygiene awareness. The home care market is attractive due to its growth potential, with retail sales forecast to increase at a current value CAGR of 4% to INR816 billion by

The home care market in the UK demonstrated resilience in 2025, with retail volume growth of 1% and retail value growth of 2%. Growth was driven by increasing demand for laundry care and air care products, which benefitted from health and wellness trends. Compared to regional performance, the UK home care market is relatively stable, with a focus on premiumisation and sustainability-driven innovation. The market is attractive due to sustained consumer demand for essential products, with a foreca

Paraguay's home care market experienced growth in 2025, driven by steady economic expansion and changing consumer behaviours. The country's economy grew in 2025, supporting consumer spending on home care products. With a median disposable income per household increasing to PYG91 million in 2025, consumers are driving demand for premium and sustainable products. The market is attractive due to its stable economic environment and growing urban population. To succeed, brands should focus on premi

Home care recorded strong growth in 2025, driven by the dominance of local brands, evolving product formats and multifunctionality demand, though persistent inflation and currency depreciation constrain consumer purchasing power. Liquid format adoption is accelerating as Ajax transitions from bar to liquid dishwashing while Largo strengthens position through multipurpose applications spanning laundry care, surface care, and toilet care. Competition remains fragmented with Repi Soap & Detergent S

The home care market in El Salvador demonstrated moderate growth in 2025, driven by sustained demand for laundry care products and a shift towards liquid formats. With a median disposable income per household of USD20,349 and an increasing urban population predicted by 2030, the market is poised for continued steady growth over the next five years, driven by consumers increasingly adopting preventive health behaviours. To succeed, brands should focus on multifunctionality, sustainability and hea

Home care in Honduras records moderate current value growth in 2025, driven by rising health-prevention awareness, particularly among younger generations, despite a challenging economic environment. Dishwashing continues as the best-performing category, while multifunctionality, flexible doy pack formats and private-label expansion reshape category positioning. The category is projected to sustain a moderate current value CAGR, as younger consumers increasingly prioritise hygiene while economic

The home care market in Côte d'Ivoire demonstrated growth in 2025, increasing by 7% on the previous year to reach a retail value of XOF7.3 billion. This growth was driven by factors such as GDP growth, easing inflation and an increasing median disposable income per household, which boosted consumer purchasing power. As a result, consumers are seeking products that offer convenience, multifunctionality and sensory appeal, incentivising brands to innovate and adapt to these trends. The market is e

Home care in Tanzania experienced steady growth in 2025, driven by laundry care and characterised by a complex interplay between affordability concerns and growing demands for efficacy, health and wellness, sustainability and convenience. With retail value sales of TZS439 billion and 5% growth from the previous year, home care is forecast to continue growing over the next five years, driven by population growth and the expanding middle class. Tanzanian consumers are highly price sensitive, leadi

Home care in Qatar is experiencing steady growth, driven by economic stability and high disposable incomes, with a total retail value of QAR490 million in 2025, representing 4% growth from the previous year. Laundry care remains the largest category, driven by a high washing machine penetration rate of 100% among households. The market is moderately concentrated, with top players like Qatar Detergent Co Wll and Reckitt Benckiser Arabia FZE holding significant shares. The rise of local manufactur

Home care in Kuwait is characterised by retail value sales of KWD64 million in 2025, with a growth rate of 2%, driven by rising disposable incomes and urban lifestyles. With a median disposable income per household of KWD17,682, consumers are prioritising premium and effective cleaning products. The category is expected to continue growing, with e-commerce playing a significant role in shaping the future of home care. To succeed, brands should prioritise formats optimised for e-commerce, invest

The home care market in Croatia demonstrated resilience in 2025, recording 3% growth to reach EUR282 million in retail value terms, outperforming regional trends. This performance is driven by shifting consumer behaviours, with a rising emphasis on convenience, sustainability, and multifunctionality. Laundry care remains the largest category, accounting for a substantial share of overall sales. The expansion of private label offerings and the growth of retail e-commerce are key trends in home ca

Home care in Uruguay experienced 4% value growth in 2025, driven by polarised consumption between value brands and premiumisation. The decline in cross-border smuggling from Argentina has positively impacted sales, particularly in laundry care and dishwashing. Sustainability and value options are key trends shaping the market, with Unilever del Uruguay SA and SC Johnson & Son de Uruguay SA leading sales, while local companies like Rebio and La Sostenible are gaining traction with eco-friendly p

Home care in Ghana experienced a decline in retail volume sales of 6%. However, retail value sales grew by 9% due to rising prices driven by high inflation. Despite economic pressures, laundry care remained the largest category due to its essential nature and growing household penetration of washing machines. Home care is forecast to grow at a CAGR of 13% to GHS2.1 billion by 2030, driven by increasing demand for affordable and sustainable products. To succeed, brands should focus on innovation,

The home care market in Laos demonstrated growth in 2025, with a 9% increase in retail value to LAK1.3 trillion. This growth was driven by rising median disposable income, urbanisation and increasing hygiene awareness. Laundry care remained the dominant category, driven by demand for convenient and affordable products. The market's attractiveness is enhanced by its high concentration, with opportunities for emerging brands to capitalise on local production and e-commerce trends. To succeed, bran

Home care in Uganda experienced moderate retail value growth in 2025, driven by rising urban incomes and recovering consumer confidence. The median disposable income per household was UGX9.3 million, indicating growing consumer spending power. Laundry care dominated home care, with a retail value sales of UGX469.6 billion in 2025. The health and wellness trend significantly shaped home care, with consumers seeking non-toxic, plant-based and hypoallergenic products. Brands like Green Llama introd

Home care in Angola demonstrated robust growth in 2025, driven by local production and increasing demand for affordable, multifunctional products. The total retail value reached AOA190,588 million, representing a 14% growth from 2024, with laundry care being the largest category and surface care experiencing dynamic growth due to rising health and hygiene awareness. With a forecast CAGR of 17% to AOA411,720 million by 2030, the market presents an attractive opportunity for brands that deliver va

The home care market in Sri Lanka demonstrated 13% value growth in 2025, driven by the demand for cost-effective and necessary cleaning supplies. Laundry care remained the dominant category, and toilet care was the fastest-growing. The industry is expected to continue growing at a current value CAGR of 6%, driven by consumer preferences for affordability, convenience and sustainability. To succeed, brands should focus on value-driven promotions, digital marketing and improving their distribution

The home care market in Georgia demonstrated growth in 2025, wincreasing by 7% on the previous year to GEL325 million, driven by consumers' busy lifestyles and demand for convenient and effective products. Laundry care remained the largest category, with liquid laundry detergents recording significant growth due to their ease of use and affordability. The market is expected to continue growing at a current value CAGR of 5% to GEL415 million by 2030, driven by urbanisation and increasing median d

The home care market in Slovakia demonstrated resilience in 2025, with a retail value of EUR324 million, representing a 3% growth from the previous year. Driven by consumer demand for sustainable and convenient products, the market is forecast to continue growing, reaching EUR379 million by 2030. To succeed in this market, brands should focus on innovation, particularly in product formats and sustainability, and capitalise on the growing demand for eco-friendly products and multifunctional clean

The home care market in Panama is characterised by positive value growth, driven by consumer prioritisation of affordability and value. As consumers increasingly prioritise affordability and value, private label brands are expected to continue their development and growth across home care, offering improved efficacy at competitive prices to compete with commercial brands. The market is forecast to continue growing in value terms over the next five years, driven by a CAGR of 3% to reach USD323 mi

Cameroon's home care outperformed regional expectations in 2025, achieving 7% growth and reaching XAF243,389 million in retail value sales, driven by increasing health and wellness awareness, sustainability, and evolving product formats. This attractive growth trajectory is expected to continue, with forecasts indicating sustained demand for hygiene-focused and sustainable products. To capitalise on this trend, brands should prioritise eco-friendly packaging, digital transformation, and direct-t