Home Care in Spain
Demand for home care products in Spain continued to decline in 2023. This was partly attributable to the high cost of living in the aftermath of the COVID-19 crisis, compounded by impact of Russia's invasion of Ukraine, which forced many consumers to rationalise their expenditure. Another factor that contributed to the decline in volume was a change in washing and cleaning habits, as consumers looked to control their energy bills and make more efficient use of their products. As such, there was...
Euromonitor International's Home Care in Spain 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 Spain 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 Spain
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN SPAIN
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Sluggish performance for laundry care, as Spaniards look to cut back on household spending
Sustainability is focus of innovation for manufacturers
Private label strengthens its position
PROSPECTS AND OPPORTUNITIES
Continued consumer shift away from powder detergents
Scent boosters will attract more players
Sustainable, organic and natural products will gain traction within laundry care
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
High cost of living leads to shift towards hand dishwashing,
Multinational players retain their dominance as they continue to innovate in order to meet evolving consumer demands
Stand-up pouches remain most popular packaging format
PROSPECTS AND OPPORTUNITIES
Tablets will continue to hold sway within automatic dishwashing
Sustainability and efficiency will inform new product development
Private labels will continue to gain ground
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Demand for surface care remains stable, despite inflationary pressures
Consumers shift away from multipurpose cleaners and impregnated wipes
Private label products reign supreme, as consumers trade down to cheaper offerings
PROSPECTS AND OPPORTUNITIES
Natural products and softer formulas will increase in popularity
Refills will increase in popularity
Supermarkets and hypermarkets will continue as leading channels
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Low price point of bleach contributes to continued growth
Players incorporate new scents to generate consumer interest
Competitive landscape remains stable, with strong presence of private label
PROSPECTS AND OPPORTUNITIES
Product substitution expected as consumers seek out more specific surface cleaning products
Limited innovation is expected
Private label is likely to gain traction
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rim blocks see continued innovation
Toilet liquids/foams continue to lead sales
Private labels increase their share, in light of consumer price sensitivity
PROSPECTS AND OPPORTUNITIES
Rim blocks will remain one bright spark in declining category
Increased focus on health and the environment offers opportunities for toilet care players
Private label set to gain share in light of continued popularity of supermarkets and discounters
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Changing consumer habits and financial constraints lead to loss of interest in polishes
Floor polish and shoe polish suffer further losses
Competitive landscape sees few changes
PROSPECTS AND OPPORTUNITIES
Busier lifestyles will leave less time for polishing
Private label will continue to gain share
Distribution landscape will remain stable, with supermarkets continuing as primary channel
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air care shows resilience. as consumers look to improve the ambience of their homes
Candle air fresheners lead growth, thanks to "cocooning" effect
Premiumisation boosts value across air care in 2023
PROSPECTS AND OPPORTUNITIES
Candle air fresheners will continue to lead growth
Innovation will be focus on natural ingredients
E-commerce is expected to gain traction
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Hot summer weather boosts demand for home insecticides
Innovation remains key to generating demand
Competitive landscape remains stable, with growing presence of private label
PROSPECTS AND OPPORTUNITIES
Climate change is expected to impact demand for home insecticides
More natural ingredients will be the focus of innovation
Distribution landscape will experience little change
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 SPAIN
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Sluggish performance for laundry care, as Spaniards look to cut back on household spending
Sustainability is focus of innovation for manufacturers
Private label strengthens its position
PROSPECTS AND OPPORTUNITIES
Continued consumer shift away from powder detergents
Scent boosters will attract more players
Sustainable, organic and natural products will gain traction within laundry care
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
High cost of living leads to shift towards hand dishwashing,
Multinational players retain their dominance as they continue to innovate in order to meet evolving consumer demands
Stand-up pouches remain most popular packaging format
PROSPECTS AND OPPORTUNITIES
Tablets will continue to hold sway within automatic dishwashing
Sustainability and efficiency will inform new product development
Private labels will continue to gain ground
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Demand for surface care remains stable, despite inflationary pressures
Consumers shift away from multipurpose cleaners and impregnated wipes
Private label products reign supreme, as consumers trade down to cheaper offerings
PROSPECTS AND OPPORTUNITIES
Natural products and softer formulas will increase in popularity
Refills will increase in popularity
Supermarkets and hypermarkets will continue as leading channels
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Low price point of bleach contributes to continued growth
Players incorporate new scents to generate consumer interest
Competitive landscape remains stable, with strong presence of private label
PROSPECTS AND OPPORTUNITIES
Product substitution expected as consumers seek out more specific surface cleaning products
Limited innovation is expected
Private label is likely to gain traction
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rim blocks see continued innovation
Toilet liquids/foams continue to lead sales
Private labels increase their share, in light of consumer price sensitivity
PROSPECTS AND OPPORTUNITIES
Rim blocks will remain one bright spark in declining category
Increased focus on health and the environment offers opportunities for toilet care players
Private label set to gain share in light of continued popularity of supermarkets and discounters
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Changing consumer habits and financial constraints lead to loss of interest in polishes
Floor polish and shoe polish suffer further losses
Competitive landscape sees few changes
PROSPECTS AND OPPORTUNITIES
Busier lifestyles will leave less time for polishing
Private label will continue to gain share
Distribution landscape will remain stable, with supermarkets continuing as primary channel
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air care shows resilience. as consumers look to improve the ambience of their homes
Candle air fresheners lead growth, thanks to "cocooning" effect
Premiumisation boosts value across air care in 2023
PROSPECTS AND OPPORTUNITIES
Candle air fresheners will continue to lead growth
Innovation will be focus on natural ingredients
E-commerce is expected to gain traction
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 SPAIN
KEY DATA FINDINGS
2023 DEVELOPMENTS
Hot summer weather boosts demand for home insecticides
Innovation remains key to generating demand
Competitive landscape remains stable, with growing presence of private label
PROSPECTS AND OPPORTUNITIES
Climate change is expected to impact demand for home insecticides
More natural ingredients will be the focus of innovation
Distribution landscape will experience little change
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
