Home Care in Western Europe

Delivery

This report comes in PPT.

Key Findings

Private label benefits from the high inflation

Consumers in many of the region’s countries have been struggling in the face of the high inflation, putting downward pressure on their purchasing power. This has made private label more attractive to many, not least given retailers have been increasingly offering more sophisticated products under their own lines, although the premiumisation of private label has done little to impact its cost advantage over the branded products from the multinationals.

Liquid table detergents will continue to see strong growth

Liquid tablet detergents will continue to be a dynamic category, gaining further popularity due to the greater convenience they offer in terms of usage and dosing, helping reduce wastage and save energy and money, as well as the fact they do not take up as much storage space. Procter & Gamble’s new Ariel Pods Cool Clean technology also enables short wash cycles and low temperatures, cutting energy consumption, making them good for both the purse and the environment.

E-commerce accounts for almost a quarter of sales in the UK

E-commerce gained a lot of share in Western Europe during the pandemic, accounting for 11% of retail value sales in the region in 2023. Nowhere is e-commerce stronger than in the UK, where the wider trend of consumers moving online for their grocery needs, and adding essential items such as home care products to their digital baskets, has seen it reach a regional high of 23%.

Sustainability likely to become increasingly important

Sustainability is expected to play a crucial role in the home care industry’s future development. In addition to “greener” packaging, players are expected to introduce new products with a reduced carbon footprint to meet the increasing consumer demand for eco-friendly solutions. The shift towards sustainability is likely to impact the development of products from liquids to tablets.