Table of Content

Home Care in Sweden
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
Health and hygiene concerns boost sales of laundry care in 2020
Strong growth in sales of home laundry appliances in 2020 boosts sales of automatic detergents
Big brands with big ranges of products in 2020
RECOVERY AND OPPORTUNITIES
Increased concern regarding health and hygiene as well as more time for chores set to benefit laundry care over the forecast period
Economic woes likely to decrease unit prices over the forecast period
More product innovation likely with focus on the environment
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
Work from home increases dishwashing occasions in 2020
Automatic dishwashing powder perceived as old-fashioned and continued strong movement to sustainability in 2020
Yes remains the biggest brand on market, while Finish is a growing brand in 2020
RECOVERY AND OPPORTUNITIES
Greater emphasis on cleanliness and hygiene set to boost dishwashing over forecast period
Sustainability continues to shape product development over forecast period
New eco-friendly brands will be hard pressed as existing brands innovate
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
COVID-19 boosts sales of surface care as more work-from-home individuals spend more time cleaning but traditional cleaning methods also increase in 2020
Bottles with trigger spray closures increasing and product innovation moves towards sustainability and efficacy
Stable development in companies’ value share in 2020
RECOVERY AND OPPORTUNITIES
Well established market with mature product categories but likely to see some growth over the forecast period
Surface care sales set to increase as hygiene remains a priority over forecast period
Convenience to continue attracting consumers over the forecast period
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
Bleach benefits from pandemic as hygiene is top-of-mind for consumers in 2020
Lack of innovation and options
Colgate-Palmolive AB dominates market, while private label makes up a small part of the market in 2020
RECOVERY AND OPPORTUNITIES
Households likely to maintain diligence in cleaning to lessen health concerns over forecast period
Demand for bleach set to increase as more consumers work from home and number of households to increase over the forecast period
Bleach seen as outdated and must address consumers’ environmental concerns to grow over the forecast period
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
Stockpiling, home seclusion, and focus on hygiene at home fuels growth within toilet care in 2020
Efficacy and sustainability drive sales growth of toilet care in 2020
SC Johnson Sweden AB dominating with well-known brands and private label is an increasing future threat
RECOVERY AND OPPORTUNITIES
Continuing hygiene-consciousness and work-from-home set to boost sales over forecast period
New product launches to address sustainability concerns over forecast period
Toilet liquids/foams a crowd favourite
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
Polishes decrease in demand as not viewed as essential or antibacterial products in 2020
Substitutes and change in products negate the need for polishes in 2020
Henkel Norden AB is the leading player and private label growing, albeit from low a low base
RECOVERY AND OPPORTUNITIES
Metal and furniture polishes likely to see negative sales growth due to the substitution effect
Upkeep and maintenance set to drive demand for polishes over forecast period
More time spent at home likely to decrease demand for shoe polish
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
Liquid air fresheners perform well and no impact on product development themes thanks to COVID-19
Shelf space of air care in decline in modern grocery retailers
Big brands continue dominating in 2020
RECOVERY AND OPPORTUNITIES
Product innovation to meet demands of sustainability for demand to increase
More natural options preferred to spray/aerosol air fresheners thus decreasing demand over forecast period
Diminishing shelf space likely to discourage new entrants and private label suffers from lack of availability over forecast period
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
COVID-19 has little effect on sales as category is deemed essential in 2020
Environmental concerns affect consumers’ choices in 2020
SC Johnson Sweden AB leading the way, while SBM Life Science AB steadily growing and leading brand in electric insecticides stops production
RECOVERY AND OPPORTUNITIES
Health and environmental concerns continues to impede the category over the forecast period
DIY alternatives set to challenge sales of home insecticides over the forecast period
Consumers likely to favour multi-functional products 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