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.

Dishwashing in India continues to be dominated by manual cleaning practices, with deeply rooted cultural habits, affordability concerns, and the widespread use of domestic help reinforcing this trend. Dishwashing machines remain a niche appliance, primarily limited to affluent urban households. Several barriers constrain wider adoption, including high initial investment, space constraints in Indian kitchens, concerns around electricity and water consumption, and scepticism over the machine's abi

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

Dishwashing in Germany performed well in 2024, with promotions continuing to dominate sales patterns. Local consumers remained highly responsive to attractive discounts, helping to support a rebound in volume sales. Although dishwashing products are considered essential, Germans have been reducing their consumption where possible, either by using smaller amounts of liquid or opting for more concentrated products. Despite this rationalised consumption, the essential nature of dishwashing ensured

In 2024, dishwashing at that experienced low single-digit growth in current value terms, primarily driven by an increased demand for hand dishwashing and automatic dishwashing products. With Austrians continuing to dine at home more often, dishwashing activity remained high. To conserve energy, many consumers avoid running the dishwasher when it is not full, and wash dishes by hand more frequently, especially for quick cleaning or specific items. Indeed, volume sales of automatic dishwashing saw

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.

Dishwashing in the US maintained retail current value growth in 2024. This performance underscores its overall strength, and every category posted positive results by both measures, except for automatic dishwashing powders. Once the dominant category within automatic dishwashing, automatic dishwashing powders has been in steady decline for over a decade, as consumers are increasingly opting for more user-friendly alternatives, such as automatic dishwashing liquids and tablets, which continued to

Retail current value sales of dishwashing continued to expand at a robust pace in 2024, with hand dishwashing predominant. Although Cameroonians value efficacy and convenience in bar soap, affordability is their main priority. The average price of bar soap rose at an annual rate of 7% in 2024, with brands like Savon Azur, Savon Maya, Savon Etoile and Savon Sanaet priced at around XAF350 in 2024, up from around XAF325 during the previous year. Liquid dishwashing products saw a small price rise of

Volume sales growth of hand dishwashing was steady in 2024, supported by the entrance of several new local brands, namely Savon De Carthage, Jmal and Dex. Local players have made rapid gains in hand dishwashing over the review period, notably Lilas Vaisselle from Société d'Articles Hygiéniques Sarl (SAH). Local brands are playing an important role in expanding the category by offering hand dishwashing products at affordable prices, as well as offers and promotional deals in modern grocery retail

Hand dishwashing products remain dominant in Kenya due to their affordability and ease of access, plus the fact only 3% of households had dishwashers as of 2024. The growth of hand dishwashing in 2024 reflects the increased stability of the Kenyan economy, the rise in disposable incomes and the country’s rapidly expanding population. Additionally, these products are perceived to be gentler on the hands and skin and cheaper than powder detergents, tablets, pastes and even bar soaps Despite many h

In 2024, dishwashing in Nigeria posted a double-digit retail value uplift, while retail volume declined by 1%.

Dishwashing in Morocco continued to see healthy retail volume and current value growth in 2024. It is an active home care category due to an expanding consumer base, including low-income consumers shying away from multi-purpose paste detergents, which are widely used for both laundry and dishwashing. Moreover, the demand for automatic dishwashing showed good, steady growth amid the rising household penetration of dishwashers in Morocco. However, the possession rate of dishwashers remained very l

Hand dishwashing exhibited resilience in 2024, with prices for bars, detergents and liquids remaining largely unchanged compared to the previous year. Unlike other home care categories, inflationary pressures and the ongoing Israel-Hamas war had only a minimal impact on dishwashing. Consumers are increasingly prioritizing dishwashing products that not only clean effectively but also offer disinfection benefits, reflecting heightened awareness of hygiene in the wake of COVID-19, as well as other

Despite a marginal decline in retail volume sales of dishwashing in Hong Kong, overall demand remained above pre-pandemic levels in 2024. A large proportion of Hong Kong’s population remains highly sensitive about hygiene issues in the home. Thus, products that claim to kill bacteria and viruses continued to be popular among local consumers at the end of the review period, with many making bulk purchases. There have been a number of new products emerging in Hong Kong, including Cascade Platinum,

Dishwashing saw retail current value growth in Taiwan in 2024, although retail volume sales saw a slight decline. Hand dishwashing continued to overwhelmingly dominate in 2024. However, owing to the gradual increase in acceptance of dishwashers, automatic dishwashing recorded faster growth than hand dishwashing, although this was from a low base, which makes it easier for the category to record much higher growth rates.

Having exhibited strong growth during the early part of the review period, largely due to increased awareness of hygiene among local consumers due to COVID-19, retail current value sales of dishwashing fell in 2023, but 2024 saw the reversal of most of these losses.

Dishwashing in North Macedonia saw retail volume sales grow in 2024 following three consecutive years of decline. This recovery was driven by improvements in purchasing power as the recent inflationary surge subsided, with consumers becoming less inclined to try to save money by consciously reducing their use of various product types. The sustained drop in inflation also meant current value sales increased at a slower pace than in 2023, though growth in this respect remained robust overall amids

Finnish consumers are becoming more mindful of the environmental impact of their household cleaning products, leading to a growing preference for dishwashing solutions that are both effective and eco-friendly. Many are moving away from conventional dishwashing liquids that contain harsh chemicals and come in single-use plastic bottles, instead favouring biodegradable formulations with non-toxic ingredients. This trend is driven by Finland’s strong sustainability values, where consumers seek prod

In 2024, the dishwashing category in Georgia recorded stable growth in both volume and value sales. This steady performance reflects a dual trend in consumer behaviour. On one hand, a segment of the population remains loyal to established brands, valuing their perceived quality and consistency. On the other hand, a significant portion of consumers prioritises cost savings, showing little brand attachment and instead focusing on securing the best deals available. As a result, products offered at

Within Kazakhstan’s dishwashing category, the hand dishwashing segment saw moderate growth in terms of both value and volume sales in 2024. Hand dishwashing continued to account for a greater proportion of sales, with the penetration of dishwashers remaining quite low in the country. Growth within hand dishwashing was largely influenced by the prevailing economic uncertainty in the country, which has led consumers to prioritise more budget-friendly options. As a result, there has been an increas

In 2024, the Japanese economy continued to experience the effects of a weakened yen, alongside rising costs of raw materials, energy, packaging, and logistics. This cost-push inflation resulted in higher prices for consumers, contributing to dynamic retail current value growth. Meanwhile, according to Euromonitor’s Economies data, the annual exchange rate of the Japanese yen against the US dollar was on a strong upward trend from 2022, indicating a significant decline in the yen’s value. The exc

Dishwashing in Ecuador registered healthy current value growth in 2024, though volume growth was more muted. With severe drought drastically reducing hydroelectric production, there were frequent power outages. This, on top of serious security issues, led consumers to spend more time at home, and as such were prepared to pay for higher quality hand dishwashing products in particular. Hand dishwashing continued to account for most value sales, though dishwasher ownership is increasing year-on-yea