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Home care in the UK has performed exceptionally well, benefiting from the hygiene-centric lifestyles adopted by British consumers as a response to the situation in 2020. The COVID-19 pandemic has significantly impacted the lives of UK consumers, with home seclusion and lockdowns throughout 2020 driving consumers to spend more time at home. With the apparent health threat and more time spent at home, consequently, this changed the areas in which consumers prioritise expenditure. With money saved...
Euromonitor International's 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 2025 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
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Stockpiling ahead of lockdown has modest positive impact on laundry care sales in 2020
Hygiene concerns and staycation habits contributed to stable performance of some laundry care categories
Average unit price increased as retailers limited promotions for a significant part of 2020
RECOVERY AND OPPORTUNITIES
Value growth of laundry care products is expected to slow down with increasing competition between retailers and economic uncertainty
Convenience of concentrated liquid and liquid tablet detergents will drive healthy growth of laundry care
Health-conscious and time-strapped consumers will drive growth within specific laundry care subcategories
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home working arrangements and staycations boost dishwashing sales in 2020
Stockpiling contributes to surge in demand
Private label gaining in popularity among UK consumers
RECOVERY AND OPPORTUNITIES
Price-conscious consumers will put pressure on average unit price
Flexible working arrangements likely to fuel an uptake of dishwashing products in the UK, with automatic dishwashing tablets leading the race in formats
Brands with ecological credentials are likely to continue gaining share
CATEGORY DATA
Table 25 Sales of Dishwashing by Category: Value 2015-2020 Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Virus threat, panic buying and stockpiling lead to unprecedented growth of surface care products
Trusted brands and products with harsher claims have seen highest surge in demand
More cooking at home contributes to sales of products seeing limited growth in previous years
RECOVERY AND OPPORTUNITIES
Hygiene-consciousness is expected to drive a general uptake of surface care in the UK
Health and hygiene concerns are likely to translate into blurrier lines between eco and efficacy claims
Convenience is unlikely to lose its appeal in surface care
CATEGORY DATA
Table 31 Sales of Surface Care by Category: Value 2015-2020 Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of Surface Care: % Value 2016-2020 Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 37 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 38 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Renaissance for bleach in the UK in 2020
Domestos gains further share within bleach
Unilever launches a campaign on safe bleach cleaning in the UK
RECOVERY AND OPPORTUNITIES
Long-term health concerns helping sales
Growing competition from surface care products is expected
Domestos likely to remain dominant brand but pressure on price expected over the forecast period
CATEGORY DATA
Table 41 Sales of Bleach: Value 2015-2020 Table 42 Sales of Bleach: % Value Growth 2015-2020 Table 43 NBO Company Shares of Bleach: % Value 2016-2020 Table 44 LBN Brand Shares of Bleach: % Value 2017-2020 Table 45 Forecast Sales of Bleach: Value 2020-2025 Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home seclusion and focus on hygiene at home fuels growth within toilet care
Surge in demand around first UK lockdown impacts average selling price of toilet care products
Toilet care products very well positioned given consumer sentiment in 2020
RECOVERY AND OPPORTUNITIES
In-cistern devices and rim blocks are expected to record the highest value CAGRs over the forecast period
Odour neutralising will maintain importance for consumers over forecast period
Eco-friendly products are expanding, but eco-credentials are not yet mainstream in toilet care
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2015-2020 Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Polishes saw a decrease in demand as they are not viewed as essential products
Shoe polish contributes to the decrease in sales in 2020
Reckitt Benckiser and SC Johnson remained leaders in 2020
RECOVERY AND OPPORTUNITIES
Polishes likely to see negative sales growth due to their non-essential nature
Sales of shoe polish are expected to be hindered by flexible working arrangements
Manufacturers expected to invest in other home care categories over forecast period
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2015-2020 Table 54 Sales of Polishes by Category: % Value Growth 2015-2020 Table 55 NBO Company Shares of Polishes: % Value 2016-2020 Table 56 LBN Brand Shares of Polishes: % Value 2017-2020 Table 57 Forecast Sales of Polishes by Category: Value 2020-2025 Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Air care sees favourable sales in 2020, especially formats with decorative function
Demand for air care outperformed by other home care categories in 2020
Top five brands maintain share within air care, but private label saw positive growth
RECOVERY AND OPPORTUNITIES
Air care expected to see healthy growth, but slower compared to recent years
Desire for clean and natural in-home environment likely to put increased pressure on air care products
Growing competition from other categories likely to create challenge for air care
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2015-2020 Table 60 Sales of Air Care by Category: % Value Growth 2015-2020 Table 61 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 62 NBO Company Shares of Air Care: % Value 2016-2020 Table 63 LBN Brand Shares of Air Care: % Value 2017-2020 Table 64 Forecast Sales of Air Care by Category: Value 2020-2025 Table 65 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 has only marginally positive impact on home insecticides
Spray/aerosol insecticides remain popular format in 2020
Home insecticides remains very consolidated in the UK
RECOVERY AND OPPORTUNITIES
Home insecticides expected to see modest growth over forecast period
Electric insecticides likely to slowly disappear from UK market
Health-conscious UK consumers likely to pay more attention to ingredients
CATEGORY DATA
Table 66 Sales of Home Insecticides by Category: Value 2015-2020 Table 67 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 68 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 69 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 70 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 71 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 72 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025