Home Care in Denmark - Research and Markets

Retail value sales of home care recorded a noticeable increase in 2022. Inflationary pressures are a key contributor to this strong value increase, while volume sales saw a decline during the year. Overall, increases in the cost of raw materials, shipping costs, labour wages and energy have led to substantial price increases in all home care categories.

The publisher's 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 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.

HOME CARE IN DENMARK

EXECUTIVE SUMMARY

Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?

MARKET INDICATORS

Table 1 Households 2017-2022

MARKET DATA

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

DISCLAIMER

SOURCES

Summary 1 Research Sources

LAUNDRY CARE IN DENMARK

KEY DATA FINDINGS

2022 DEVELOPMENTS

Inflationary pressures contribute to strong value growth while volume sales continue to decline
Migration from powder detergents to liquid and tablet formats will persist
Health and environmental concerns continue to shape innovation and packaging strategies

PROSPECTS AND OPPORTUNITIES

Increased hygiene-consciousness set to support overall expansion of laundry care
Growing focus on sustainability will continue to depress demand for fabric softeners
Hypoallergenic products gain ground in laundry care

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2017-2022

CATEGORY DATA

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

DISHWASHING IN DENMARK

KEY DATA FINDINGS

2022 DEVELOPMENTS

Demand for dishwashing products falls as consumers spend less time at home
Offer of allergy-safe products continues to grow
Limited edition dishwashing detergents boost sales

PROSPECTS AND OPPORTUNITIES

Recent spike in dishwasher sales bodes well for dishwashing liquids and tablets
Demand for dishwashing tablets and liquids may be limited by auto-dose technology
Sustainability issue will continue to shape consumer choices and brand strategies

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2017-2022

CATEGORY DATA

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

SURFACE CARE IN DENMARK

KEY DATA FINDINGS

2022 DEVELOPMENTS

Inflationary pressures boost value sales of surface care
Leading brands continue to introduce more environmentally friendly variants
Cannibalisation increases as more players offer products with multiple functions

PROSPECTS AND OPPORTUNITIES

Heightened price sensitivity will benefit multi-purpose surface care products
Sustainability set to remain a focal point for product and packaging innovation
Heightened health awareness will lead to greater demand for natural surface care products

CATEGORY DATA

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

BLEACH IN DENMARK

KEY DATA FINDINGS

2022 DEVELOPMENTS

Inflationary pressures boost value sales of bleach while volume sales decline
Bleach at odds with growing preference for more sustainable home care products
Affordability and disinfectant power are the primary attractions of bleach

PROSPECTS AND OPPORTUNITIES

Declining trend expected to deepen over the forecast period
Alternative product types containing bleach pose growing threat
Price competition set to remain intense

CATEGORY DATA

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

TOILET CARE IN DENMARK

KEY DATA FINDINGS

2022 DEVELOPMENTS

Toilet care value sales increase as retail prices rise
Marketing activities remain focused on antibacterial properties and cleaning efficacy
Sustainability concerns continue to influence new product development strategies

PROSPECTS AND OPPORTUNITIES

Increase in remote working expected to drive growth
Creation of more eco-friendly products will remain a priority for manufacturers
Hygiene concerns and demands for convenience will continue to shape innovation

CATEGORY DATA

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
POLISHES IN DENMARK

KEY DATA FINDINGS

2022 DEVELOPMENTS

Inflationary pressures boost value sales of polishes
Shoe polish benefits as Danes begin resuming their normal routines
Pre-pandemic trends continue to weaken demand for floor, metal and furniture polish

PROSPECTS AND OPPORTUNITIES

Shoe polish expected to remain the most dynamic category
Demand for floor, metal and furniture polish set to continue falling
Conscious consumerism trend bodes well for polishes in general

CATEGORY DATA

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

AIR CARE IN DENMARK

KEY DATA FINDINGS

2022 DEVELOPMENTS

Inflationary pressures contribute to strong value increase in sales of air care
Products with natural formulas favoured as overall volume demand continues to decline
Convenience and versatility remain focal points in new product development activity

PROSPECTS AND OPPORTUNITIES

Growing preference for fragrance-free homes will continue to depress demand
Health and sustainability concerns will encourage greater use of natural ingredients
Candle and liquid air fresheners offer best potential for premiumisation

CATEGORY DATA

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

HOME INSECTICIDES IN DENMARK

KEY DATA FINDINGS

2022 DEVELOPMENTS

Inflationary pressures contribute to strong value increase in sales of home insecticides
Health and environmental concerns continue to curb demand for home insecticides
Increased focus on air quality compounds challenges faced by spray/aerosol formats

PROSPECTS AND OPPORTUNITIES

Manufacturers set to focus on developing more natural and eco-friendly products
Threat from home-made alternatives expected to increase
Multifunctional products likely to gain ground in home insecticides

CATEGORY DATA

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