Table of Content

Home Care in Israel
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Pre-wash spot and stain removers suffers from children spending more time at home during lockdown
Consumers continue to switch from powder to liquid, in particular liquid tablet detergents
Leading brands lower their prices amidst the complicated financial backdrop of the pandemic
RECOVERY AND OPPORTUNITIES
Slowed growth as the economy continues to worsen
Laundry aids expected to continue gaining popularity as more brands enter the competitive landscape
Higher unit prices and competition form laundry balls proves detrimental to fabric softeners
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2015-2020
Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 13 Sales of Laundry Aids by Category: Value 2015-2020
Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Increased time at home during lockdown generates more dishes to wash, thus resulting in further demand for dishwashing products
Consumers prefer automatic dishwashing due to convenience and hygiene concerns
Procter & Gamble Israel MOD Ltd continues to lead with popular brand Fairy
RECOVERY AND OPPORTUNITIES
Slowed growth in 2021 as consumers return to their pre pandemic lives
Companies reinforce their brands’ antibacterial properties as hygiene concerns linger in 2021
Larger packaging trend to persist post pandemic
CATEGORY DATA
Table 25 Sales of Dishwashing by Category: Value 2015-2020
Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Rising hygiene concerns boost demand and sales for surface care
Brands with high disinfectant levels such as Dettol and Sano become increasingly popular
Descalers continues to lose popularity regardless of the pandemic
RECOVERY AND OPPORTUNITIES
Slowed growth in 2021 as consumers return to their pre pandemic lifestyles
Multi-purpose products continue to replace single-use products
Resumed convenience trend leads to spiked demand for home care wipes
CATEGORY DATA
Table 31 Sales of Surface Care by Category: Value 2015-2020
Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 35 NBO Company Shares of Surface Care: % Value 2016-2020
Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 37 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 38 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
After years of declining demand, bleach recovers thanks to the COVID-19 pandemic
Bleach benefits from stockpiling trend in response to lockdown
Sano Bruno’s Enterprises Ltd increases its value share thanks to the COVID-19 pandemic
RECOVERY AND OPPORTUNITIES
Bleach returns to its negative performance from as soon as 2021 as consumers return to their pre pandemic trends
The growing green cleaning trend poses a further threat to demand for bleach
Private label appeals to cash-strapped consumers post pandemic
CATEGORY DATA
Table 41 Sales of Bleach: Value 2015-2020
Table 42 Sales of Bleach: % Value Growth 2015-2020
Table 43 NBO Company Shares of Bleach: % Value 2016-2020
Table 44 LBN Brand Shares of Bleach: % Value 2017-2020
Table 45 Forecast Sales of Bleach: Value 2020-2025
Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown generates further demand for toilet care as consumers spend more time at home in 2020
Rim blocks continues to outshine rim liquids, regardless of the pandemic
Sano Bruno’s Enterprises Ltd repackages its brand to become more COVID-19-friendly
RECOVERY AND OPPORTUNITIES
Decline in 2021, however current value sales will still be higher than 2019
Multi-purpose products continue to pose a threat to toilet care, as seen prior to the pandemic
Eco-friendly trend expected to gather pace as consumers develop heightened awareness
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2015-2020
Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Shoe polishes continues to suffer in 2020, with the strained economy now also taking its toll
The COVID-19 pandemic accentuates the trends present over the review period
Danshar Ltd continue to dominate with leading shoe polish brand Kiwi
RECOVERY AND OPPORTUNITIES
Polishes continues to lose consumers, regardless of the aftermath of the pandemic
Israelis continually opt for professional floor cleaners instead of floor polishes
Producers will need to address changing trends when focusing on innovation
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2015-2020
Table 54 Sales of Polishes by Category: % Value Growth 2015-2020
Table 55 NBO Company Shares of Polishes: % Value 2016-2020
Table 56 LBN Brand Shares of Polishes: % Value 2017-2020
Table 57 Forecast Sales of Polishes by Category: Value 2020-2025
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown drives demand for air care as consumers spend more time at home in 2020
Car air fresheners responds negatively to lockdown as consumers travel less in 2020
Reckitt Benckiser Ltd.’s launch of Airwick revives gel air fresheners
RECOVERY AND OPPORTUNITIES
Air care returns to pre pandemic norms from as soon as 2021
Sales of electric air fresheners encouraged by e-commerce
Innovations focus on new fragrances, especially within essential oils
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2015-2020
Table 60 Sales of Air Care by Category: % Value Growth 2015-2020
Table 61 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 62 NBO Company Shares of Air Care: % Value 2016-2020
Table 63 LBN Brand Shares of Air Care: % Value 2017-2020
Table 64 Forecast Sales of Air Care by Category: Value 2020-2025
Table 65 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The COVID-19 pandemic accentuates the declining trend witnessed over the review period
Baits continues to be the most popular product area, especially during lockdown
Sano Bruno’s Enterprises Ltd continues to lead and focus on new product launches
RECOVERY AND OPPORTUNITIES
Consumers become continually aware of the dangers of home insecticides
Electric insecticides starts to see slowed demand
The green trend gathers pace over the forecast period
CATEGORY DATA
Table 66 Sales of Home Insecticides by Category: Value 2015-2020
Table 67 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 68 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 69 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 70 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 71 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 72 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025