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Home Care in Mexico

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    Report

  • 67 Pages
  • February 2025
  • Region: Mexico
  • Euromonitor International
  • ID: 2511964
In 2024, home care in Mexico showed a positive performance in retail current value terms, derived mainly from economic stability during most of the year, and from an increasing number of households. According to INEGI in its last edition of ENADID (National Survey of Demographic Dynamics), Mexico reported a total of 38.1 million homes in 2023, which was 10% more than in 2018, of which 93% owned a kitchen.

The Home Care in Mexico market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Home Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Home care in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retailing developments
  • What next for home care?
MARKET INDICATORS
  • Table 1 Households 2019-2024
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2019-2024
  • Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
  • Table 4 NBO Company Shares of Home Care: % Value 2020-2024
  • Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
  • Table 7 Distribution of Home Care by Format: % Value 2019-2024
  • Table 8 Distribution of Home Care by Format and Category: % Value 2024
  • Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
LAUNDRY CARE IN MEXICOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Format innovation awakens consumer interest
  • Leading brands prioritise superiority to support premium pricing
  • Water scarcity impacts consumers’ laundry habits
PROSPECTS AND OPPORTUNITIES
  • Players could capitalise on Mexican legislation for fractional sales in home care
  • Hard discounters set to move forward in Mexico, betting on private label
  • Consumers will increasingly seek detergents that make their clothes last longer
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2019-2024
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
  • Table 14 Sales of Laundry Aids by Category: Value 2019-2024
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
  • Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
  • Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
  • Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
  • Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
  • Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
  • Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
  • Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
  • Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
  • Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
  • Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN MEXICOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Price competition on shelves in modern distribution channels
  • Private label remains strong, and has a positive outlook
  • Automatic dishwashing favoured by economic stability in Mexico
PROSPECTS AND OPPORTUNITIES
  • New hand dishwashing formats might gain attractiveness
  • Direct-to-consumer (D2C) channel set to continue gaining relevance
  • Dishwashing to move towards more visible sustainable initiatives
CATEGORY INDICATORS
  • Table 27 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
  • Table 28 Sales of Dishwashing by Category: Value 2019-2024
  • Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
  • Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
  • Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
  • Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
  • Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN MEXICOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Leading manufacturers expand their portfolios to meet specific needs
  • Self-care at home drives wellness trends in surface care
  • Small local grocers continue capitalising on urban expansion, satisfying proximity and added value
PROSPECTS AND OPPORTUNITIES
  • Rediscovering the traditional channel as part of the social structure of the market represents an opportunity for growth
  • New family structures will lead to different needs in surface care
  • AI to revolutionise the development of new scents, boosting dynamism in the category
CATEGORY DATA
  • Table 34 Sales of Surface Care by Category: Value 2019-2024
  • Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
  • Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
  • Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
  • Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
  • Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
  • Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
  • Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
  • Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN MEXICOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Price competition is more aggressive as consumers are concerned about their spending
  • Bleach continues to be favoured as an all-purpose cleaner by low-income consumers
  • Cloralex brand maintains leadership with diversification strategy
PROSPECTS AND OPPORTUNITIES
  • Future consumption opportunities could include “fur babies”
  • Changing the narrative around bleach
  • Alternative channels to gain relevance in the forecast period
CATEGORY DATA
  • Table 44 Sales of Bleach: Value 2019-2024
  • Table 45 Sales of Bleach: % Value Growth 2019-2024
  • Table 46 NBO Company Shares of Bleach: % Value 2020-2024
  • Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
  • Table 48 Forecast Sales of Bleach: Value 2024-2029
  • Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN MEXICOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Modest volume growth as multi-purpose cleaners are popular amongst Mexicans
  • Building a brand portfolio strategy around a company’s key strengths
  • Active move towards sustainable packaging - pouches
PROSPECTS AND OPPORTUNITIES
  • Dominance of top players expected to prevail, while private label will gain relevance
  • Innovation expected to attract consumers’ attention
  • Wholesalers to benefit from growth in toilet care
CATEGORY DATA
  • Table 50 Sales of Toilet Care by Category: Value 2019-2024
  • Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
  • Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
  • Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
  • Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
  • Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN MEXICOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Private label capitalises on performance attributes
  • Consumers feel closer to value-added products thanks to e-commerce
  • Wellness trend spotlights natural ingredients in polishes, such as honey
PROSPECTS AND OPPORTUNITIES
  • Consumers will seek to maintain items in good condition for longer
  • Polishes set to benefit from urban expansion and nearshoring
  • Relaxation of dress codes in the office set to prevent volume growth for shoe polish
CATEGORY DATA
  • Table 56 Sales of Polishes by Category: Value 2019-2024
  • Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
  • Table 58 NBO Company Shares of Polishes: % Value 2020-2024
  • Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
  • Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN MEXICOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Economic stability helps drive a positive performance for air care in Mexico
  • Spray/aerosol air fresheners maintains its share, while new formats rise
  • PET bottles sees dynamic growth in air care due to excellent chemical resistance
PROSPECTS AND OPPORTUNITIES
  • Sensorial experiences a route to wellness and self-care
  • Next generation air care products likely to offer personalisation and scents that evoke spaces
  • “Fur babies” could be a future consumption opportunity
CATEGORY DATA
  • Table 62 Sales of Air Care by Category: Value 2019-2024
  • Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
  • Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
  • Table 65 NBO Company Shares of Air Care: % Value 2020-2024
  • Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
  • Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
  • Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN MEXICOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Climate change impacts home insecticides, due to the rise of dengue
  • Packaging matters - cans are safe and marketing-convenient in spray/aerosol insecticides
  • Surface care capitalises on insecticide attribute, delivering a value added performance
PROSPECTS AND OPPORTUNITIES
  • Sensitivity to unwanted substances on the rise
  • Home insecticides to boost its performance through hard discounters
  • Retail e-commerce likely to boost sales of home insecticides, due to informed consumers and a wider product range
CATEGORY DATA
  • Table 69 Sales of Home Insecticides by Category: Value 2019-2024
  • Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
  • Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
  • Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
  • Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
  • Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
  • Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029