While the home care industry in Singapore experienced a slight decline in 2021, in a rebound following disproportionately high sales across categories in 2020, the industry experienced positive growth in 2022 in current value terms, and a minimal increase in retail volume terms.
The publisher's Home Care in Singapore 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.
The publisher's Home Care in Singapore 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 SINGAPOREEXECUTIVE SUMMARY
- Home care in 2022: The big picture
- 2022 key trends
- 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
- Liquid tablet detergents remains the fastest growing category
- Antibacterial becomes an essential feature in detergents
- Multifunctional products offer greater convenience and savings to consumers
- Concentrated powder detergents will continue to face a steep decline in sales
- Inflation surge will drive uneven shifts in laundry care purchasing behaviour
- Eco-friendliness key in laundry care amidst inflated prices and consumers’ reduced washing frequency
- CATEGORY INDICATORS
- 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
- Growth in dishwashing limited, as the new normal leads to less frequent dishwashing
- Hand dishwashing continues to be preferred by Singaporeans
- Lion Corp maintains its lead in dishwashing
- Natural formulations will gain significant traction amongst local consumers
- Automatic dishwashing set to rise as dishwasher penetration increases in Singapore
- CATEGORY INDICATORS
- Table 68 Household Possession of Dishwashers 2017-2022
- Table 69 Sales of Dishwashing by Category: Value 2017-2022
- Table 70 Sales of Dishwashing by Category: % Value Growth 2017-2022
- Table 71 NBO Company Shares of Dishwashing: % Value 2018-2022
- Table 72 LBN Brand Shares of Dishwashing: % Value 2019-2022
- Table 73 Forecast Sales of Dishwashing by Category: Value 2022-2027
- Table 74 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Active promotions drive growth in surface care despite reduced frequency of cleaning
- Multipurpose cleaners and floor cleaners continue to be preferred
- Home care disinfectants sees demand wane
- Manufacturers encourage stockpiling in view of anticipated increases in unit prices
- Eco-friendly products will gain more interest, taking over from the antibacterial trend
- Product concentration faces limitations due to government guidelines
- Table 26 Sales of Surface Care by Category: Value 2017-2022
- Table 27 Sales of Surface Care by Category: % Value Growth 2017-2022
- Table 28 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
- Table 29 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
- Table 30 NBO Company Shares of Surface Care: % Value 2018-2022
- Table 31 LBN Brand Shares of Surface Care: % Value 2019-2022
- Table 32 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
- Table 33 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
- Table 34 Forecast Sales of Surface Care by Category: Value 2022-2027
- Table 35 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Home recovery from COVID-19 drives a return to growth in bleach
- Antibacterial labelling remains one of the few ways for brands to differentiate
- Private label lines continue to lead due to price-conscious consumer behaviour
- Sales of bleach expected to turn to decline due to its poor perception
- Unit prices to fall amidst inflationary pressure
- E-commerce value to increase slightly along with bulk purchasing
- Table 36 Sales of Bleach: Value 2017-2022
- Table 37 Sales of Bleach: % Value Growth 2017-2022
- Table 38 NBO Company Shares of Bleach: % Value 2018-2022
- Table 39 LBN Brand Shares of Bleach: % Value 2019-2022
- Table 40 Forecast Sales of Bleach: Value 2022-2027
- Table 41 Forecast Sales of Bleach: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Relaxation of social restrictions limits volume growth for toilet care in 2022
- Affordability is prioritised across toilet care categories
- Toilet liquids/foam remains the most popular format in toilet care
- Flexible working arrangements will sustain slow but positive growth
- Scent is key to selling rim blocks and rim liquids
- Toilet care products a common purchase via retail e-commerce
- Table 42 Sales of Toilet Care by Category: Value 2017-2022
- Table 43 Sales of Toilet Care by Category: % Value Growth 2017-2022
- Table 44 NBO Company Shares of Toilet Care: % Value 2018-2022
- Table 45 LBN Brand Shares of Toilet Care: % Value 2019-2022
- Table 46 Forecast Sales of Toilet Care by Category: Value 2022-2027
- Table 47 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Nationwide return to offices and schools prompts growth for shoe polish
- Kiwi remains the most popular brand in polishes
- Volume sales of furniture polish decline further, with relaxation of restrictions on social activities
- Furniture polish will continue declining due to limited consumer education
- Shoe polish is mostly used by older generations and male consumers
- Unit price movements will vary over the course of the forecast period
- Table 48 Sales of Polishes by Category: Value 2017-2022
- Table 49 Sales of Polishes by Category: % Value Growth 2017-2022
- Table 50 NBO Company Shares of Polishes: % Value 2018-2022
- Table 51 LBN Brand Shares of Polishes: % Value 2019-2022
- Table 52 Forecast Sales of Polishes by Category: Value 2022-2027
- Table 53 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Gel air fresheners continues to drive growth due to price and convenience
- Reduction in home seclusion slows decline of car air fresheners
- Procter & Gamble takes the lead in air care despite strong competition
- Cross-category products to drive further innovation
- Organic fragrances to enhance the role of scent in consumers’ lives
- Accelerating volume decline for car air fresheners
- Table 54 Sales of Air Care by Category: Value 2017-2022
- Table 55 Sales of Air Care by Category: % Value Growth 2017-2022
- Table 56 Sales of Air Care by Fragrance: Value Ranking 2020-2022
- Table 57 NBO Company Shares of Air Care: % Value 2018-2022
- Table 58 LBN Brand Shares of Air Care: % Value 2019-2022
- Table 59 Forecast Sales of Air Care by Category: Value 2022-2027
- Table 60 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
- HOME INSECTICIDES IN SINGAPORE
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Only slow growth for home insecticides as government initiatives limit dengue cases
- Multifunctional products stand out amongst new products in home insecticides
- Baygon and Shieldtox continue to dominate
- Spray/aerosol format will continue to see the highest growth as consumers seek multi-insect solutions
- Safe use important to consumers
- Organic solutions could reduce consumers’ safety concerns
- Table 61 Sales of Home Insecticides by Category: Value 2017-2022
- Table 62 Sales of Home Insecticides by Category: % Value Growth 2017-2022
- Table 63 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
- Table 64 NBO Company Shares of Home Insecticides: % Value 2018-2022
- Table 65 LBN Brand Shares of Home Insecticides: % Value 2019-2022
- Table 66 Forecast Sales of Home Insecticides by Category: Value 2022-2027
- Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
