Home Care in Mexico

Report
65 Pages
February 2024
Region: Mexico
Euromonitor International
ID: 2511964

In 2023, the home care industry in Mexico returned to retail volume growth, which was the trend seen pre-pandemic, although it was not able to return to the 2019 level of sales. Meanwhile, current value growth remained dynamic due to continued high inflation, although the increase was slower than in the previous year. Growth was seen by both measures across all the main categories, with home insecticides performing particularly well.

The Home Care in Mexico 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 MEXICO

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 MEXICOKEY DATA FINDINGS

2023 DEVELOPMENTS

Scents and segmentation are the leading trends in laundry care in 2023
Concentrated formulae offer cost-saving, while delivering an eco-friendly approach
Brands bet on multipurpose products

PROSPECTS AND OPPORTUNITIES

Liquid detergents will be increasingly popular, but new formats are also set to emerge, including sheets
Sustainability likely to be a driving force in the forecast period
Private label will play an increasingly important role

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 MEXICOKEY DATA FINDINGS

2023 DEVELOPMENTS

Customers seek efficacy, as well as cost savings through products that last longer
Increasing usage occasions with new variants in hand dishwashing
Axion and Eficaz improve their positions through product development

PROSPECTS AND OPPORTUNITIES

Eco-friendly brands likely to attract consumers
Mexicans seem more willing to purchase and use dishwashers
Catering to Millennials will be important, as well as offering price promotions

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 MEXICOKEY DATA FINDINGS

2023 DEVELOPMENTS

Disinfectant loses strength as a claim, while wellbeing is increasingly important
Brands bet on multipurpose products and econopacks
Smaller players compete for space in a highly consolidated landscape

PROSPECTS AND OPPORTUNITIES

Continued volume growth expected, as hygiene remains important to consumers
Sustainability set to remain a trend in both products and packaging
New channels in the spotlight

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 MEXICOKEY DATA FINDINGS

2023 DEVELOPMENTS

Growth is maintained, but is hampered by the popularity of surface care products
New references contribute to growth in bleach
Cloralex maintains its lead, but private label plays an increasingly important role

PROSPECTS AND OPPORTUNITIES

Brands will need to emphasise customer education and eliminate stereotypes to maintain demand
Innovations likely to continue to be seen in bleach
New distribution channels will be in the spotlight

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 MEXICOKEY DATA FINDINGS

2023 DEVELOPMENTS

Continued growth, although toilet care remains a small category due to competition
New scents and improved formulae deliver a better experience
SC Johnson and Reckitt Benckiser dominate, despite increasing competition

PROSPECTS AND OPPORTUNITIES

Stable but modest volume growth expected, due to competition from other home care categories
Access to new products online, which may move into store-based retailers
The need to cater to Millennials with sustainable products and social networking

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 MEXICOKEY DATA FINDINGS

2023 DEVELOPMENTS

Shoe polish maintains solid growth due to normalisation of consumers’ lives
Increasing segmentation, with the offer of specialised products
E-commerce marketplaces sell new brands and increase price competition

PROSPECTS AND OPPORTUNITIES

Minimal volume growth expected in a mature category
Private label lines will have an increasingly important position on shelves
Eco-friendly brands set to attract customers

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 MEXICOKEY DATA FINDINGS

2023 DEVELOPMENTS

Players launch different formats to segment the consumer base
Brands add value to their products to attract different consumer groups
Price attractiveness is important to consumers in a difficult economic situation

PROSPECTS AND OPPORTUNITIES

Stable volume demand in air care over the forecast period
Private label likely to play an increasingly important role
Millennials will be an important consumer group to target in Mexico

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 MEXICOKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers continue to focus on hygiene in their living environment
Brands bet on natural ingredients and scents to differentiate and attract consumers
Brands focus on their efficacy against dengue-transmitting mosquitoes as cases rise

PROSPECTS AND OPPORTUNITIES

Innovation likely to come in the form of packaging improvements
Further eco-friendly brands likely to be launched and attract customers
High potential for retail e-commerce

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

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