Home Care in Australia
Demand for home care in Australia remained above pre-pandemic levels in 2022 as certain cleaning habits persisted, despite a marginal decline in retail volume sales. Positive performers included liquid detergents, air care, surface care (impregnated wet wipes) and toilet care. This was due to the ongoing hybrid working arrangements and continued cooking at home, as consumers maintained clean and hygienic living environments. However, demand for bleach and polishes continued to decline due to env...
Euromonitor International's Home Care in Australia 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 2027 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?
Euromonitor International's Home Care in Australia 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 2027 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 AUSTRALIA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Stable demand for laundry care in 2022 due greater mobility in Australia
Detergent tablets sustains strong growth
Unilever’s Omo strengthens its position as leading brand
PROSPECTS AND OPPORTUNITIES
Growing sustainability trend within laundry detergents
Detergent tablets set for further dynamic growth, while refills likely to benefit liquid detergents
Australians value fresh-smelling laundry, offering further value growth opportunities
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Dishwashing benefits from extensive promotional activities and ongoing cooking at home
Automatic dishwashing tablets remains popular choice amongst local consumers
Sustainable brands continue to expand in Australia
PROSPECTS AND OPPORTUNITIES
Automatic dishwashing set to rise as dishwasher penetration increases
Ongoing economic uncertainty and rising interest rate weigh on diners
Reckitt Benckiser set to consolidate its leading position
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2016-2021
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Heighted hygiene awareness continues to drive demand for surface care in 2022
Convenient impregnated wet wipes remains popular format
Multi-purpose cleaners regains traction
PROSPECTS AND OPPORTUNITIES
Sustainability is front and centre of players’ efforts
Luxury brands enter surface care
Refill options set to become mainstream to address sustainability concerns
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Surface Care: % Value 2018-2022
Table 38 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 41 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Further declines for bleach due to unfavourable product features
Private label retains relevant presence due to affordability
White King brand dominates sales of bleach
PROSPECTS AND OPPORTUNITIES
Demand for bleach will continue to shrink in Australia
Call for greener alternatives
CATEGORY DATA
Table 43 Sales of Bleach: Value 2017-2022
Table 44 Sales of Bleach: % Value Growth 2017-2022
Table 45 NBO Company Shares of Bleach: % Value 2018-2022
Table 46 LBN Brand Shares of Bleach: % Value 2019-2022
Table 47 Forecast Sales of Bleach: Value 2022-2027
Table 48 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for toilet care remains strong, while inflation drives up higher value growth
ITBs continues to be favoured by consumers searching for convenience
Bref leads rim blocks, while White King and Harpic perform strongly in toilet liquids/foam
PROSPECTS AND OPPORTUNITIES
Growth rates of toilet care likely to gradually normalise over forecast period
Sustainability is emerging in toilet care
Scent and cleaning power set to fuel future growth
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2017-2022
Table 50 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 52 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 53 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Downward trajectory for polishes continues in 2022
Reckitt Benckiser retains dominance of polishes
Demand for furniture polish continues to decline, with relaxation of restrictions on social activities
PROSPECTS AND OPPORTUNITIES
Demand for polishes will continue to wane in Australia
Further declines for shoe polish in line with casualisation trend
Polish wipes have potential to gain in popularity
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2017-2022
Table 56 Sales of Polishes by Category: % Value Growth 2017-2022
Table 57 NBO Company Shares of Polishes: % Value 2018-2022
Table 58 LBN Brand Shares of Polishes: % Value 2019-2022
Table 59 Forecast Sales of Polishes by Category: Value 2022-2027
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Air care maintains positive performance in 2022
Air care’s competitive landscape is dominated by two major players
Sustainability within air care
PROSPECTS AND OPPORTUNITIES
Local consumers continue to place significant importance on their homes
Weak performance predicted for car air fresheners
Organic scents set to further expand to address environmental concerns
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2017-2022
Table 62 Sales of Air Care by Category: % Value Growth 2017-2022
Table 63 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 64 NBO Company Shares of Air Care: % Value 2018-2022
Table 65 LBN Brand Shares of Air Care: % Value 2019-2022
Table 66 Forecast Sales of Air Care by Category: Value 2022-2027
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Floods create best breeding conditions for insects in Australian homes
The increasing use of natural ingredients due to health concerns
Mortein remains dominant brand in air care
PROSPECTS AND OPPORTUNITIES
Weather conditions to determine future demand
Organic solutions are expected to further expand
Spray/aerosol format will continue to record highest retail volume growth
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2017-2022
Table 69 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 71 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 72 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 73 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Stable demand for laundry care in 2022 due greater mobility in Australia
Detergent tablets sustains strong growth
Unilever’s Omo strengthens its position as leading brand
PROSPECTS AND OPPORTUNITIES
Growing sustainability trend within laundry detergents
Detergent tablets set for further dynamic growth, while refills likely to benefit liquid detergents
Australians value fresh-smelling laundry, offering further value growth opportunities
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Dishwashing benefits from extensive promotional activities and ongoing cooking at home
Automatic dishwashing tablets remains popular choice amongst local consumers
Sustainable brands continue to expand in Australia
PROSPECTS AND OPPORTUNITIES
Automatic dishwashing set to rise as dishwasher penetration increases
Ongoing economic uncertainty and rising interest rate weigh on diners
Reckitt Benckiser set to consolidate its leading position
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2016-2021
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Heighted hygiene awareness continues to drive demand for surface care in 2022
Convenient impregnated wet wipes remains popular format
Multi-purpose cleaners regains traction
PROSPECTS AND OPPORTUNITIES
Sustainability is front and centre of players’ efforts
Luxury brands enter surface care
Refill options set to become mainstream to address sustainability concerns
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Surface Care: % Value 2018-2022
Table 38 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 41 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Further declines for bleach due to unfavourable product features
Private label retains relevant presence due to affordability
White King brand dominates sales of bleach
PROSPECTS AND OPPORTUNITIES
Demand for bleach will continue to shrink in Australia
Call for greener alternatives
CATEGORY DATA
Table 43 Sales of Bleach: Value 2017-2022
Table 44 Sales of Bleach: % Value Growth 2017-2022
Table 45 NBO Company Shares of Bleach: % Value 2018-2022
Table 46 LBN Brand Shares of Bleach: % Value 2019-2022
Table 47 Forecast Sales of Bleach: Value 2022-2027
Table 48 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for toilet care remains strong, while inflation drives up higher value growth
ITBs continues to be favoured by consumers searching for convenience
Bref leads rim blocks, while White King and Harpic perform strongly in toilet liquids/foam
PROSPECTS AND OPPORTUNITIES
Growth rates of toilet care likely to gradually normalise over forecast period
Sustainability is emerging in toilet care
Scent and cleaning power set to fuel future growth
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2017-2022
Table 50 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 52 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 53 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Downward trajectory for polishes continues in 2022
Reckitt Benckiser retains dominance of polishes
Demand for furniture polish continues to decline, with relaxation of restrictions on social activities
PROSPECTS AND OPPORTUNITIES
Demand for polishes will continue to wane in Australia
Further declines for shoe polish in line with casualisation trend
Polish wipes have potential to gain in popularity
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2017-2022
Table 56 Sales of Polishes by Category: % Value Growth 2017-2022
Table 57 NBO Company Shares of Polishes: % Value 2018-2022
Table 58 LBN Brand Shares of Polishes: % Value 2019-2022
Table 59 Forecast Sales of Polishes by Category: Value 2022-2027
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Air care maintains positive performance in 2022
Air care’s competitive landscape is dominated by two major players
Sustainability within air care
PROSPECTS AND OPPORTUNITIES
Local consumers continue to place significant importance on their homes
Weak performance predicted for car air fresheners
Organic scents set to further expand to address environmental concerns
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2017-2022
Table 62 Sales of Air Care by Category: % Value Growth 2017-2022
Table 63 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 64 NBO Company Shares of Air Care: % Value 2018-2022
Table 65 LBN Brand Shares of Air Care: % Value 2019-2022
Table 66 Forecast Sales of Air Care by Category: Value 2022-2027
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Floods create best breeding conditions for insects in Australian homes
The increasing use of natural ingredients due to health concerns
Mortein remains dominant brand in air care
PROSPECTS AND OPPORTUNITIES
Weather conditions to determine future demand
Organic solutions are expected to further expand
Spray/aerosol format will continue to record highest retail volume growth
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2017-2022
Table 69 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 71 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 72 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 73 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
