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The home care market experienced a moderate growth surge in 2020 due to the impact of the Coronavirus (COVID-19) global pandemic. Government measures to reduce the spread of the virus included lockdown and home seclusion, with more people having to work from home. Gatherings were prohibited and major events were cancelled, while some stores and restaurants had to close. Limited interaction with others for fear of infection meant consumers had more time to spend on household chores, such as clean...
Euromonitor International's Home Care in Austria 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
Home seclusion and heightened awareness of cleanliness stimulate sales of laundry care during 2020
Time-saving innovations grow in importance as parents juggle home schooling and working from home
Demand spike for cleansing and disinfecting clothing in 2020 helps to counterbalance reduced demand for speciality products and fewer laundry loads
RECOVERY AND OPPORTUNITIES
Normalisation in lifestyles stimulates return to slower growth rates
Ongoing drive to maintain good hygiene through convenient and powerful laundry care
Sustainability and environmental considerations come to the fore once more
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 seclusion stimulates strong spike in dishwashing sales
Working from home and home schooling maintains demand for convenience
COVID-19 has no impact on consumer demand for efficiency, convenience, premium care as well as sustainability in dishwashing
RECOVERY AND OPPORTUNITIES
Sustainability features enable players to differentiate their products from those of their competitors
Automatic dishwashers remains the main growth driver as consumers adapt to the "new normal"
Multifunctionality in-vogue as consumers seek to save time, effort and space
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
Growth spike in surface care as the pandemic coincides with annual spring clean
Home care disinfectants benefits from consumer stockpiling
Eco-friendly attributes fall behind in terms of consumer purchasing criteria in 2020 as priorities concentrate on combating COVID-19
RECOVERY AND OPPORTUNITIES
Ongoing hygiene-consciousness characterises category sales in surface care
Less common cleaning tasks heightened during the pandemic recede while demand continues for multi-purpose antibacterial products
Growing significance in environmentally friendly surface care products
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
Bleach remains unpopular in 2020 though sales contract at a slower pace due to its effectiveness at cleaning hard surfaces during the pandemic
Despite preference for less aggressive surface cleaners, COVID-19 boosts demand for products with antibacterial properties
Limited product choice and advertising contribute to slow sales
RECOVERY AND OPPORTUNITIES
Sales return to downward trend momentum due to competition from less aggressive cleaners
Chlorine-free bleach has potential given consumer attitudes to regular bleach
Old-fashioned and outdated image and preference for multi-purpose cleaners dampen future prospects
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
Spike in growth of toilet care in 2020 due to home seclusion and working from home
Demand for convenient toilet liquids/foam and rim blocks are popular during the pandemic
In-cistern devices experiences contraction due to less frequent shopping trips
RECOVERY AND OPPORTUNITIES
Slow return to normality and resumption of pre-pandemic shopping habits beneficial to toilet care
Environmentally friendly products grow in importance but consumers continue to prioritise product efficacy
Consumers opt for established and trusted brands and appreciate innovation, especially in fresh scents
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 suffers from an old-fashioned image, while store closures steepen declining trend
Government measures to halt virus transmission such as lockdown and home seclusion exacerbate declining trend in polishes
General lifestyle trends and preferences for particular surfaces around the home reduce demand for polishes
RECOVERY AND OPPORTUNITIES
Rebound for polishes in 2021 with slow but positive growth for the remainder of the forecast period
Rebound for shoe polish to moderate positive and marginal growth
Modern home decor trends boost sales of metal polish
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
Sales slow slightly in 2020 despite more time spent at home as consumers prioritise other products
Cocooning and wellness/spa at home trends create demand for calming and fragranced air
Car air fresheners heavily impacted by COVID-19 while other categories are influenced by general trends
RECOVERY AND OPPORTUNITIES
New products and scents regenerate interest in the category resulting in a moderate rebound
Competition from alternative natural products
Innovation around scents as well as more sophisticated and green options stimulate category sales
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
Store closures and reduced demand during the pandemic stimulate slowdown in category sales
Fewer social activities and time spent outdoors dampen demand for home insecticides
Growing competition for spray/aerosol insecticides from niche, natural alternatives
RECOVERY AND OPPORTUNITIES
Rebound for home insecticides as the pandemic comes under control
Annual variations in weather conditions and insect prevalence influence forecast period sales
Focus on new product development, diverse product portfolios and less toxic products
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