Home Care in Western Europe

March 2024

After recording a clear spike in demand in 2020 with more time spent at home and heightened cleaning regimes due to the pandemic, home care sales in Western Europe have since struggled to record positive growth in either volume or real value terms. However, modest value growth was seen in 2023, albeit amidst an inflationary environment, with continued positive, if generally slow, value growth expected for the forecast period.

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Key Findings

Private label benefits from the high inflation

Consumers in many of the region’s countries have been struggling in the face of the high inflation, putting downward pressure on their purchasing power. This has made private label more attractive to many, not least given retailers have been increasingly offering more sophisticated products under their own lines, although the premiumisation of private label has done little to impact its cost advantage over the branded products from the multinationals.

Liquid table detergents will continue to see strong growth

Liquid tablet detergents will continue to be a dynamic category, gaining further popularity due to the greater convenience they offer in terms of usage and dosing, helping reduce wastage and save energy and money, as well as the fact they do not take up as much storage space. Procter & Gamble’s new Ariel Pods Cool Clean technology also enables short wash cycles and low temperatures, cutting energy consumption, making them good for both the purse and the environment.

E-commerce accounts for almost a quarter of sales in the UK

E-commerce gained a lot of share in Western Europe during the pandemic, accounting for 11% of retail value sales in the region in 2023. Nowhere is e-commerce stronger than in the UK, where the wider trend of consumers moving online for their grocery needs, and adding essential items such as home care products to their digital baskets, has seen it reach a regional high of 23%.

Sustainability likely to become increasingly important

Sustainability is expected to play a crucial role in the home care industry’s future development. In addition to “greener” packaging, players are expected to introduce new products with a reduced carbon footprint to meet the increasing consumer demand for eco-friendly solutions. The shift towards sustainability is likely to impact the development of products from liquids to tablets.

Scope
Key findings
Western European home care market recording slow growth
Western Europe has struggled for growth since the pandemic’s 2020 demand spike
Laundry care is the biggest home care category in terms of retail value sales
Liquid tablet detergents popular for their convenience, space saving and lack of mess
Strong growth for the scent booster category over 2018-2023
Dishwashing generates the most new sales in Western Europe over 2018-2023
Sustainability remains important, despite higher price sensitivity in 2022-2023
Discounters gaining share in a cost-conscious environment
E-commerce gains have slowed but its share has doubled since the start of the pandemic
Big multinationals make for a relatively consolidated competitive landscape
Private label attracts price-sensitive consumers but also continues to premiumise
Spain accounts for the biggest share of private label sales in Western Europe
Skip moves back into the top 10 brand rankings
Positive value growth expected over the forecast period
Convenience, fragrances and sustainability expected to be key trends
Austria: Market Context
Austria: Competitive and Retail Landscape
Belgium: Market Context
Belgium: Competitive and Retail Landscape
Denmark: Market Context
Denmark: Competitive and Retail Landscape
Finland: Market Context
Finland: Competitive and Retail Landscape
France: Market Context
France: Competitive and Retail Landscape
Germany: Market Context
Germany: Competitive and Retail Landscape
Greece: Market Context
Greece: Competitive and Retail Landscape
Ireland: Market Context
Ireland: Competitive and Retail Landscape
Italy: Market Context
Italy: Competitive and Retail Landscape
Netherlands: Market Context
Netherlands: Competitive and Retail Landscape
Norway: Market Context
Norway: Competitive and Retail Landscape
Portugal: Market Context
Portugal: Competitive and Retail Landscape
Spain: Market Context
Spain: Competitive and Retail Landscape
Sweden: Market Context
Sweden: Competitive and Retail Landscape
Switzerland: Market Context
Switzerland: Competitive and Retail Landscape
Turkey: Market Context
Turkey: Competitive and Retail Landscape
UK: Market Context
UK: Competitive and Retail Landscape

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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