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Home care benefitted from COVID-19, with both current value and volume growth up significantly from 2019.
Euromonitor International's Home Care in Portugal 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
With people spending more time at home, less need to wash clothes frequently
Unilever maintains its lead thanks to an established presence and new launches
Private label sees a declining share due to the small price difference from brands
RECOVERY AND OPPORTUNITIES
Steady value and volume growth over forecast period
Innovation and new launches fuel growth in laundry aids
Ecological laundry care suffers setback due to increasing price sensitivity
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 gives a boost to dishwashing, due to people spending more time at home
Fairy has high brand loyalty in hand dishwashing
Finish reinforces its lead in automatic dishwashing
RECOVERY AND OPPORTUNITIES
Declining population will have dampening effect on volume sales over forecast period
Automatic dishwashing will drive value sales
Greener product may suffer setback
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Demand for strong disinfectant to curb spread of COVID-19
Launches and promotional activity support Unilever's leadership
Private label maintains a high share due to a wide presence and innovation
RECOVERY AND OPPORTUNITIES
Players will compete through price promotions over forecast period
Disinfectant claims appeal to consumers
Wipes offer the best growth opportunities
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of Surface Care: % Value 2016-2020 Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Bleach star performer due to effectiveness in killing COVID-19
Neoblanc reinforces its lead with new launches
Private label loses share
RECOVERY AND OPPORTUNITIES
Bleach will continue to decline over forecast period
Players develop new products to maintain value growth despite volume decline
Bleach is challenged by other products
CATEGORY DATA
Table 43 Sales of Bleach: Value 2015-2020 Table 44 Sales of Bleach: % Value Growth 2015-2020 Table 45 NBO Company Shares of Bleach: % Value 2016-2020 Table 46 LBN Brand Shares of Bleach: % Value 2017-2020 Table 47 Forecast Sales of Bleach: Value 2020-2025 Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Increased time spent at home due to COVID-19 means toilets need to be washed more frequently
Henkel leads toilet care with a strong presence in ITBs
Toilet care remains a highly dynamic product area
RECOVERY AND OPPORTUNITIES
Steady value and volume growth over forecast period
Rim blocks and toilet liquids/foam contribute to growth in toilet care
Harpic and Pato fight for the lead in toilet liquids/foam
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2015-2020 Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 accelerates downward trend in polishes
F Lima leads polishes thanks to a presence in three of the four categories
Furniture polish remains the biggest category but sees a strong decline
RECOVERY AND OPPORTUNITIES
Declining volume sales across all polishes
Floor polish negatively affected by new flooring types
Little chance of new entrants, and private label share growth expected to be limited
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2015-2020 Table 56 Sales of Polishes by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Polishes: % Value 2016-2020 Table 58 LBN Brand Shares of Polishes: % Value 2017-2020 Table 59 Forecast Sales of Polishes by Category: Value 2020-2025 Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers prioritise essential home care products due to COVID-19
Multinational companies dominate the competitive landscape
Spray/aerosol air fresheners continues to decline
RECOVERY AND OPPORTUNITIES
Value growth will return over more normal life resumes
Car and liquid air fresheners perform well
New lifestyle trends bring new challenges and opportunities
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2015-2020 Table 62 Sales of Air Care by Category: % Value Growth 2015-2020 Table 63 NBO Company Shares of Air Care: % Value 2016-2020 Table 64 LBN Brand Shares of Air Care: % Value 2017-2020 Table 65 Forecast Sales of Air Care by Category: Value 2020-2025 Table 66 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home insecticides unaffected by COVID-19
Johnson's Wax dominates thanks to its wide product range
New launch from Dum Dum aims to give its sales another boost
RECOVERY AND OPPORTUNITIES
Falling population but increasing insect population leads to slight volume decline over forecast period
Electric insecticides grows strongly, although the spray/aerosol format leads
Sales of other types of home insecticides are low and falling
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2015-2020 Table 68 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 70 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 71 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 72 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025