Home Care in the United Kingdom - Research and Markets

While demand for home care continued to decline marginally in 2023, overall retail volume sales remained above pre-pandemic levels, as certain habits have persisted in the UK. The explanation for this decline is two-fold: greater mobility has seen consumers spend more time outside of the home, and thus not needing to clean as much, while the cost-of-living crisis has seen a shift in consumers’ purchasing preferences.

The Home Care in United Kingdom 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 2028 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.

HOME CARE IN THE UNITED KINGDOM

EXECUTIVE SUMMARY

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?

MARKET INDICATORS

Table 1 Households 2018-2023

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

LAUNDRY CARE IN THE UNITED KINGDOMKEY DATA FINDINGS2023 DEVELOPMENTS

Another year of positive performance by laundry care, driven by continued growing mobility in the UK

Discounters and private label growing in popularity
Tablet formats and scent boost growth in the category

PROSPECTS AND OPPORTUNITIES

Further innovation in laundry sheets expected during the forecast period
Distribution trends continue to evolve, as consumers continue to purchase laundry care online
Sustainability driving innovation in liquid tablet detergents for shorter cold wash cycles

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2018-2023

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

DISHWASHING IN THE UNITED KINGDOMKEY DATA FINDINGS

2023 DEVELOPMENTS

Growth in 2023 driven by more dynamic automatic dishwashing
Dishwashing tablets remain the most popular format, but hand dishwashing continues to grow in 2023
Low enthusiasm for eating out owing to cost-of-living crisis

PROSPECTS AND OPPORTUNITIES

Further penetration of dishwashers in the UK set to benefit automatic dishwashing tablets over the forecast period
Increasing popularity for distribution channels with subscription services and online sales increasing in popularity
Sustainability to drive growth in the forecast period

CATEGORY INDICATORS

Table 27 Household Possession of Dishwashers 2017-2022

CATEGORY DATA

Table 28 Sales of Dishwashing by Category: Value 2018-2023
Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

SURFACE CARE IN THE UNITED KINGDOMKEY DATA FINDINGS

2023 DEVELOPMENTS

Positive performance by surface care in 2023, with multipurpose products gaining traction
Home disinfectants experience significant declines in 2023
Private label makes gains owing to prolonged cost-of-living crisis

PROSPECTS AND OPPORTUNITIES

Multipurpose products will continue to gain traction over the forecast period
Importance of sustainability and innovation within surface care
Retail e-commerce set to penetrate further over the forecast period

CATEGORY DATA

Table 34 Sales of Surface Care by Category: Value 2018-2023
Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

BLEACH IN THE UNITED KINGDOMKEY DATA FINDINGS

2023 DEVELOPMENTS

Demand for bleach continues to decline
Price increases for private label bleach reach record highs of over 90%
Lack of innovation and increasing sustainability concerns

PROSPECTS AND OPPORTUNITIES

Further declines in bleach expected in the forecast period
Sustainability concerns to impact bleach negatively
Distribution channels to remain relatively consolidated, as consumers increasingly shop online

CATEGORY DATA

Table 44 Sales of Bleach: Value 2018-2023
Table 45 Sales of Bleach: % Value Growth 2018-2023
Table 46 NBO Company Shares of Bleach: % Value 2019-2023
Table 47 LBN Brand Shares of Bleach: % Value 2020-2023
Table 48 Forecast Sales of Bleach: Value 2023-2028
Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028

TOILET CARE IN THE UNITED KINGDOMKEY DATA FINDINGS

2023 DEVELOPMENTS

Another year of strong retail volume declines for toilet care in 2023
Toilet care as worst performing category in home care
Private label appeals to price-sensitive consumers, shifting toilet care’s consolidated competitive landscape slightly

PROSPECTS AND OPPORTUNITIES

Toilet care to continue on declining trajectory as multipurpose products gain traction
Distribution trends to shift as consumers move online for their toilet care requirements
Unit price of toilet care to stabilise over the forecast period

CATEGORY DATA

Table 50 Sales of Toilet Care by Category: Value 2018-2023
Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028

POLISHES IN THE UNITED KINGDOMKEY DATA FINDINGS

2023 DEVELOPMENTS

Demand for polishes continues on declining trajectory
SC Johnson’s Kiwi brand disappears from UK shelves in 2023
Furniture polish sales continue to be hit by declining sales of furniture

PROSPECTS AND OPPORTUNITIES

Lack of innovation and trends in furniture and casual wear to impact category negatively over the forecast period
Distribution of polishes unlikely to see major changes over the forecast period
Unit prices set to increase gradually owing to higher production costs

CATEGORY DATA

Table 56 Sales of Polishes by Category: Value 2018-2023
Table 57 Sales of Polishes by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Polishes: % Value 2019-2023
Table 59 LBN Brand Shares of Polishes: % Value 2020-2023
Table 60 Forecast Sales of Polishes by Category: Value 2023-2028
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

AIR CARE IN THE UNITED KINGDOMKEY DATA FINDINGS

2023 DEVELOPMENTS

Air care remains a positive performer in 2023, supported by hybrid working and the health and wellness trend
Air care remains a consolidated competitive landscape, but private label continues to make gains
Overarching fragrance trend increases demand for air care

PROSPECTS AND OPPORTUNITIES

Air care will maintain positive performance over the forecast period
Private label to intensify competition in air care in the forecast period
Products with health and wellness claims to see increasing demand

CATEGORY DATA

Table 62 Sales of Air Care by Category: Value 2018-2023
Table 63 Sales of Air Care by Category: % Value Growth 2018-2023
Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 65 NBO Company Shares of Air Care: % Value 2019-2023
Table 66 LBN Brand Shares of Air Care: % Value 2020-2023
Table 67 Forecast Sales of Air Care by Category: Value 2023-2028
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

HOME INSECTICIDES IN THE UNITED KINGDOMKEY DATA FINDINGS

2023 DEVELOPMENTS

Stable demand for home insecticides in 2023, with little innovation
SC Johnson retains dominance
Unit price increases in line with inflation and high production costs

PROSPECTS AND OPPORTUNITIES

Stable demand for home insecticides expected over the forecast period
Further slow penetration by e-commerce, in line with market trends
Limited product innovation within home insecticides over the coming years

CATEGORY DATA

Table 69 Sales of Home Insecticides by Category: Value 2018-2023
Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

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