Offline retail dominates home care with 87.2% share, led by small grocers in emerging markets and dynamic growth from discounters and warehouse clubs. E-commerce grew 20% CAGR, driven by convenience, variety and promotions, with Amazon and Tmall leading. Premium and eco-friendly products thrive online. E-commerce will outpace offline, while discounters and clubs sustain growth via affordability and urban reach.
Delivery
This report comes in PPT.
Key Findings
Offline dominates, e-commerce grows rapidly worldwide
Offline retail dominates home care sales, accounting for 87.2% of channel value, while e-commerce expanded rapidly at a 20% CAGR over 2019-2024. Large-format supermarkets and hypermarkets retained strong positions, supported by convenience, loyalty programmes and urbanisation, whereas discounters and warehouse clubs drove dynamic growth globally.
Small grocers lead; discounters and warehouse clubs gain traction
Small local grocers led offline home care sales in emerging markets, leveraging community trust and convenience. Modern formats, including discounters and warehouse clubs, achieved the fastest growth, driven by price competitiveness, curated assortments and urban expansion, reshaping offline retail dynamics in key regions.
E-commerce surges, premium and eco-friendly products excel
Retail e-commerce in home care surged globally, particularly in the US, China and Indonesia, driven by convenience, wider selection and promotional strategies. Categories such as eco-friendly and premium cleaning products performed strongly online, with marketplaces such as Amazon and Tmall dominating due to scale, trust and fast delivery.
Amazon drives digital dominance, Walmart strengthens omnichannel
Amazon stands out as a transformative retailer in home care e-commerce, leveraging its Prime ecosystem, rapid delivery and broad assortment. Its digital-first approach and engagement strategies attract frequent purchases, while omnichannel players such as Walmart amplify impact through click-and-collect, same-day delivery and expanded private label offerings.
E-commerce grows; offline adapts with bulk and discounts
Over the forecast period, e-commerce is expected to continue outpacing offline growth, fuelled by digital penetration, convenience and tech-driven channels such as livestreaming and social commerce. Offline formats, particularly discounters and warehouse clubs, will retain relevance by focusing on affordability, bulk packs and urban expansion in emerging markets.
Key findings
E-commerce sees dynamic growth but offline retail remains dominant channel
The global home care industry returns to volume-led growth as price increases slow down
Global country overview in 2024
Laundry care and dishwashing are the industry’s growth drivers
Middle East and Africa with highest growth, Western Europe strongest developed region
Retail e-commerce gains market share while offline continues to lead
Supermarkets, hypermarkets and local grocers remain home care powerhouses
Discounters and warehouse clubs benefit from consumer price sensitivity
Health and beauty specialists dominate non-grocery channel in home care
Discounters and warehouse clubs are growing amidst cost-of-living crisis
Drugstore chains are behind health and beauty specialists’ strong presence
Warehouse clubs attract consumers with competitive prices and loyalty programmes
Ara disrupts Colombia’s retailing landscape with value-driven discount model
Sam’s Club expands in China growing its global share in home care sales
Convenience, variety and promotions drive e-commerce growth in home care
Global e-commerce growth is fuelled by convenience, sustainability and seasonality
US leads e-commerce sales, emerging markets surge and social commerce expands
A variety of e-commerce channels support further online adoption globally
Marketplaces lead home care e-commerce with scale and social commerce
Global leaders in e-commerce fall across various business models
Growth in social commerce is shifting marketing strategy in Chinese market
DTC brands disrupt traditional market as e-commerce and subscriptions drive growth
Growth in social commerce is defining marketing shifts in Chinese market
Evolution of distribution within home care
Recommendations and how to win in home care retail
Euromonitor Passport E-Commerce: Coverage and methodology
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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