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.
The analyst'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.
The analyst'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.
Table of Contents
HOME CARE IN AUSTRALIAEXECUTIVE SUMMARY
- Home care in 2022: The big picture
- Competitive landscape
- Retailing developments
- What next for home care?
- Table 1 Households 2017-2022
- 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
SOURCES
- Summary 1 Research Sources
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
- 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
- Table 11 Household Possession of Washing Machines 2017-2022
- 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
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
- 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
- Table 26 Household Possession of Dishwashers 2016-2021
- 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
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
- Sustainability is front and centre of players’ efforts
- Luxury brands enter surface care
- Refill options set to become mainstream to address sustainability concerns
- 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
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
- Demand for bleach will continue to shrink in Australia
- Call for greener alternatives
- 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
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
- 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
- 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
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
- 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
- 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
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
- 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
- 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
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
- Weather conditions to determine future demand
- Organic solutions are expected to further expand
- Spray/aerosol format will continue to record highest retail volume growth
- 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
