Home Care in Poland
In 2023, results on the home care landscape were impacted by rising inflation and the increased cost of living in Poland. For players on the landscape, the rising costs of resources posed a significant challenge, with cost increases seen across raw materials, packaging, transportation, logistic and operational costs. This led to
Euromonitor International's Home Care in Poland 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?
Euromonitor International's Home Care in Poland 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 Poland
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN POLAND
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising prices drives retail value growth, as consumers become price-conscious
Multinationals lead, however, eco-conscious alternatives are gaining ground
Discounters increase its position, offering affordable price points to consumers
PROSPECTS AND OPPORTUNITIES
Concentrated products and tablets set to remain the key growth drivers
Innovations in laundry care focus on sustainable attributes and eco-credentials
CSR campaigns and ongoing instore promotions build brand image and consumer loyalty
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Automatic dishwashing drives double-digit retail value and volume growth
Hand washing sales increase as some continue to prefer this method of dishwashing
Marba manufactures dishwashing products for discounters across Poland
PROSPECTS AND OPPORTUNITIES
Rising affordability of automatic dishwashers drives growth in dishwashing sales
New product development set to focus on ecological options
E-commerce drives growth as consumers appreciate ease and convenience
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Consumers seek affordable yet effective solutions in surface care
Convenience drives retail volume sales of all-purpose cleaning wipes and multi-purpose surface care
Consumers embrace local brands with sustainable attributes
PROSPECTS AND OPPORTUNITIES
Environmental concerns could threaten the future growth prospects for wipes
The rising focus on sustainability will shape product innovation
New product launches focus on scent and formulas for specific skin needs
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Sales decline as consumers remain concerned about potential harm to health
Procter & Gamble Operations maintains its lead with the brand Ace
Limited availability dampens sales, while retailers focus on eco-friendly options
PROSPECTS AND OPPORTUNITIES
Retail volume declines continue as consumers migrate to safer products
Innovations to focus on gentler formulas to appeal to consumers
The competitive landscape is influenced by low pricing and new product development
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rim blocks drive retail volume sales, being efficient and convenient
Private label increases its quality to improve sales in toilet care
Bref continues to lead the landscape, having a high level of consumer trust
PROSPECTS AND OPPORTUNITIES
Positive results driven by ongoing scent innovations in toilet care
Sustainable developments align with the rising demands of eco-conscious consumers
Private label continues to gain ground, offering appealing and affordable price points
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Furniture polish drives growth as shoe polish suffers from changing styles
Consumers seek sustainable options made from eco-friendly ingredients and packaging
SC Johnson retains its lead in polishes while private label gains ground
PROSPECTS AND OPPORTUNITIES
Positive retail volume growth driven by innovations and price stabilisation
Hybrid working and casual dress codes place a downward pressure on shoe polish
E-commerce set for further gains, offering a wider array of options and lower prices
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Sales of air care benefit from the rise in home office environments
Liquid air fresheners is the best-performing product during 2023
Yankee Candle records a strong uplift in share, driven by innovative scent offerings
PROSPECTS AND OPPORTUNITIES
Demand grows as players focus on enhancing the ambience of the home
The rise of eco-conscious consumers shapes product innovation in air care
Private label players increase ranges as e-commerce gains ground
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Positive retail value and volume growth driven by weather and convenient products
Innovations focus on eco-friendly ingredients, with products suitable to use around children
Consumers preference prevention and convenience from home insecticides
PROSPECTS AND OPPORTUNITIES
Ongoing innovations and warm weather in Poland drive sales of home insecticides
Private label increases its offerings as demand for home insecticides rise
Consumers demand greater efficacy from home insecticide products
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
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN POLAND
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising prices drives retail value growth, as consumers become price-conscious
Multinationals lead, however, eco-conscious alternatives are gaining ground
Discounters increase its position, offering affordable price points to consumers
PROSPECTS AND OPPORTUNITIES
Concentrated products and tablets set to remain the key growth drivers
Innovations in laundry care focus on sustainable attributes and eco-credentials
CSR campaigns and ongoing instore promotions build brand image and consumer loyalty
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Automatic dishwashing drives double-digit retail value and volume growth
Hand washing sales increase as some continue to prefer this method of dishwashing
Marba manufactures dishwashing products for discounters across Poland
PROSPECTS AND OPPORTUNITIES
Rising affordability of automatic dishwashers drives growth in dishwashing sales
New product development set to focus on ecological options
E-commerce drives growth as consumers appreciate ease and convenience
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Consumers seek affordable yet effective solutions in surface care
Convenience drives retail volume sales of all-purpose cleaning wipes and multi-purpose surface care
Consumers embrace local brands with sustainable attributes
PROSPECTS AND OPPORTUNITIES
Environmental concerns could threaten the future growth prospects for wipes
The rising focus on sustainability will shape product innovation
New product launches focus on scent and formulas for specific skin needs
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Sales decline as consumers remain concerned about potential harm to health
Procter & Gamble Operations maintains its lead with the brand Ace
Limited availability dampens sales, while retailers focus on eco-friendly options
PROSPECTS AND OPPORTUNITIES
Retail volume declines continue as consumers migrate to safer products
Innovations to focus on gentler formulas to appeal to consumers
The competitive landscape is influenced by low pricing and new product development
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rim blocks drive retail volume sales, being efficient and convenient
Private label increases its quality to improve sales in toilet care
Bref continues to lead the landscape, having a high level of consumer trust
PROSPECTS AND OPPORTUNITIES
Positive results driven by ongoing scent innovations in toilet care
Sustainable developments align with the rising demands of eco-conscious consumers
Private label continues to gain ground, offering appealing and affordable price points
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Furniture polish drives growth as shoe polish suffers from changing styles
Consumers seek sustainable options made from eco-friendly ingredients and packaging
SC Johnson retains its lead in polishes while private label gains ground
PROSPECTS AND OPPORTUNITIES
Positive retail volume growth driven by innovations and price stabilisation
Hybrid working and casual dress codes place a downward pressure on shoe polish
E-commerce set for further gains, offering a wider array of options and lower prices
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Sales of air care benefit from the rise in home office environments
Liquid air fresheners is the best-performing product during 2023
Yankee Candle records a strong uplift in share, driven by innovative scent offerings
PROSPECTS AND OPPORTUNITIES
Demand grows as players focus on enhancing the ambience of the home
The rise of eco-conscious consumers shapes product innovation in air care
Private label players increase ranges as e-commerce gains ground
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 POLAND
KEY DATA FINDINGS
2023 DEVELOPMENTS
Positive retail value and volume growth driven by weather and convenient products
Innovations focus on eco-friendly ingredients, with products suitable to use around children
Consumers preference prevention and convenience from home insecticides
PROSPECTS AND OPPORTUNITIES
Ongoing innovations and warm weather in Poland drive sales of home insecticides
Private label increases its offerings as demand for home insecticides rise
Consumers demand greater efficacy from home insecticide products
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
