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Home Care in Denmark

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    Report

  • 63 Pages
  • February 2024
  • Region: Denmark
  • Euromonitor International
  • ID: 2622124
Description Jump to:
Retail current value sales of home care rose in 2023, underpinned by the effects of an inflationary climate on retail selling prices. Higher prices enabled players to drive current value growth amid the general downward trajectory of home care retail volume sales. With all categories having registered retail volume sales declines in 2022, only toilet care and surface care posted positive demand growth in 2023.

The Home Care in Denmark 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.

Table of Contents

HOME CARE IN DENMARK
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 DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Higher retail price points counsel consumer caution
  • Innovation leads to low temperature-effective wash products
  • Sustainability through packaging innovation
PROSPECTS AND OPPORTUNITIES
  • Sustainability to retain currency
  • Powder detergents to continue to decline
  • Laundry sheets emerges as a convenient and sustainable format
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 DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Higher retail price points boost private label and discounters
  • Incremental efficacy improvements
  • Sustainability in formulations and packaging
PROSPECTS AND OPPORTUNITIES
  • Longer-term trends and price-sensitivity are set to constrain growth
  • Sustainability to remain an important company strategy
  • Removing the chore from cleaning to boost the use of automatic dishwashing tablets and liquids
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 DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Higher prices foster trading down trend
  • Sustainability to the fore in company innovation strategies
  • Efficacy gains importance but cannibalisation remains a problem
PROSPECTS AND OPPORTUNITIES
  • The economic situation is a key driver of consumer trends
  • Sustainability to influence household choices
  • Health concerns to push safer compositions
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 DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Normalisation and the threat from alternatives continue to hit the demand for bleach in 2023
  • Pricing informs consumer choices
  • Lack of innovation deepens old-fashioned image of bleach
PROSPECTS AND OPPORTUNITIES
  • Weak outlook with limited space for dynamic new entrants
  • Bleach maintains affordability and disinfectant advantages
  • Manufacturers need to heed sustainability and health concerns
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 DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Price rises hamper demand
  • Ambi-Pur WC Active Gel is designed to stand out from the crowd
  • Manufacturers address cleaning power and convenience needs
PROSPECTS AND OPPORTUNITIES
  • Efficacy and convenience to remain key selling points
  • Manufacturers aim to provide sustainability with efficacy
  • Flexible working provides a driver for toilet care demand
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 DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Higher prices foster channel shift and move to private label
  • Weaker need for metal and furniture polishes
  • Substitution threat for polishes
PROSPECTS AND OPPORTUNITIES
  • Economic uncertainty and substitution remain clear threats to polishes
  • Shoe polish to benefit from return to out-of-home lifestyles
  • Polishes to gain traction from sustainability issues
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 DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Air care continues on a downward demand trajectory
  • Sustainability offers growth opportunities
  • Efficacy improvements penetrate air care
PROSPECTS AND OPPORTUNITIES
  • Weak economic climate to depress demand
  • In-home air quality focus militates against the use of air care products
  • Candle and liquid formats offer premiumisation potential
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 DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Insecticide baits benefits from a safer image
  • Desire for cleaner living spaces and safer products hurt spray/aerosol insecticides
  • Manufacturers heed calls for safer products
PROSPECTS AND OPPORTUNITIES
  • Weak economic outlook and safety concerns could see home-made alternatives gain momentum
  • Health and environmental concerns to help shape the direction of home insecticides
  • More consumers to seek dual use 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

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