싱가포르의 홈케어 시장

The home care category in Singapore demonstrated a positive performance in 2025, driven by increasing demand for convenient, portable and multifunctional products, as well as greater awareness of sustainability. The market is shaped by evolving product formats, sustainability-driven innovation and rising demand for multifunctional cleaners that combine disinfecting, deodorising and surface-protecting functions. The competitive landscape remains concentrated, with leading players maintaining domi...

Euromonitor International's Home Care in Singapore 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 2030 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.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

Evolving Product Formats Support Value Growth through Convenience

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Home Care

Industry Performance

Sustainability Shapes Eco-Friendly Innovation

CHART 2 Unilever Launches CIF EcoRefill Range to Drive Sustainable Home Cleaning in Singapore

Multifunctionality Emerges as Time-Saving Value Driver

CHART 3 Value Sales of Home Care 020-2030

CHART 4 Volume Sales of Home Care 2020-2030

CHART 5 Value Sales of Home Care by Category 2025

What's Next?

Sustainability to Drive Eco-Friendly Production and Packaging

CHART 6 Analyst Insight for Home Care

Digitalisation and E-Commerce Projected to Transform Shopping Behaviour

Premiumisation Set to Gain Momentum through Multifunctional Innovation

CHART 7 Forecast Value Sales of Home Care 2020-2030

CHART 8 Forecast Value Sales of Home Care by Category 2025-2030

Competitive Landscape

Leading Players Benefit From Innovation and Sustainability

New Launches and Emerging Trends Shape Competition

CHART 9 Company Shares of Home Care 2025

CHART 10 Brand Shares of Home Care 2025

Channels

Supermarkets and E-Commerce Drive Home Care Sales

CHART 11 Retail Channels of Home Care 2020-2025

Economic Context

CHART 12 Economic Context for Home Care

CHART 13 Real Gdp Growth 2020-2030

CHART 14 Inflation 2020-2030

Consumer Context

CHART 15 Consumer Context for Home Care

CHART 16 Population 2020-2030

CHART 17 Consumer Expenditure 2020-2030

CHART 18 Population by Generation 2025

Country Reports Disclaimer

LAUNDRY CARE IN SINGAPORE

• Key Data Insights
• 2025 Developments
• Efficient Solutions Support Value Growth by Catering to Hectic Urban Lifestyles
• Key Industry Trends
• CHART 19 Key Industry Trends for Laundry Care
• Industry Performance
• CHART 20 Persil Launches Wonder Wash Speed Clean
• Sustainability Steers Category Towards Eco-Formulations and Refillable Packaging
• Premiumisation Is Gaining Traction with Advanced Formulations and Sensorial Differentiation
• CHART 21 Value Sales of Laundry Care 2020-2030
• CHART 22 Volume Sales of Laundry Care 2020-2030
• CHART 23 Value Sales of Laundry Care by Category 2025
• What's Next?
• Steady Growth Forecast as Sustainability Becomes Critical for Competitiveness
• Speed, Convenience and Technology Set to Define Product Innovation
• Digital Retail and Value-Seeking Behaviour Reshape Market Dynamics
• CHART 24 Analyst Insight for Laundry Care
• CHART 25 Forecast Value Sales of Laundry Care 2020-2030
• CHART 26 Forecast Value Sales of Laundry Care by Category 2025-2030

Competitive Landscape

• Unilever and Lion Corp Maintain Leadership through Brand Portfolios and Innovation
• CHART 27 Company Shares of Laundry Care 2025
• CHART 28 Brand Shares of Laundry Care 2025
• Channels
• Supermarkets Channel Leads As E-Commerce Expands
• CHART 29 Retail Channels of Laundry Care 2020-2025
• Economic Context
• CHART 30 Economic Context for Laundry Care
• CHART 31 Real Gdp Growth 2020-2030
• CHART 32 Inflation 2020-2030
• Consumer Context
• CHART 33 Consumer Context for Laundry Care
• CHART 34 Population 2020-2030
• CHART 35 Consumer Expenditure 2020-2030
• CHART 36 Population by Generation 2025
• Country Reports Disclaimer

DISHWASHING IN SINGAPORE

• Key Data Insights
• 2025 Developments
• Value Growth Remains Modest as Premiumisation and Appliance Adoption Offset Volume Decline
• Key Industry Trends
• CHART 37 Key Industry Trends for Dishwashing
• Industry Performance
• CHART 38 Finish Ultimate Plus Launches Advanced Tablets in Singapore
• Sustainability Steers Category Towards Biodegradable Ingredients and Eco-Friendly Packaging
• Quick-Wash Solutions Cater to Time-Pressed Urban Households
• CHART 39 Value Sales of Dishwashing 2020-2030
• CHART 40 Volume Sales of Dishwashing 2020-2030
• CHART 41 Value Sales of Dishwashing by Category 2025
• What's Next?
• Dishwashing Is Set to See Steady Growth as Sustainability Drives Consumer Preferences
• Premium and Convenience-Led Innovation Are Accelerating
• CHART 42 Analyst Insight for Dishwashing
• E-Commerce and Subscription Models Redefine Category Access
• CHART 43 Forecast Value Sales of Dishwashing 2020-2030
• CHART 44 Forecast Value Sales of Dishwashing by Category 2025-2030

Competitive Landscape

• Lion Corp Leads through Affordability, While Premium and Eco Innovations Drive Differentiation
• Local Player Ecopure Asia Gains Traction through Sustainability-First Positioning
• CHART 45 Company Shares of Dishwashing 2025
• CHART 46 Brand Shares of Dishwashing 2025
• Channels
• Supermarkets Channel Leads Distribution, While Premium and Eco Products Support E-Commerce Expansion
• CHART 47 Retail Channels of Dishwashing 2020-2025
• Economic Context
• CHART 48 Economic Context for Dishwashing
• CHART 49 Real Gdp Growth 2020-2030
• CHART 50 Inflation 2020-2030
• Consumer Context
• CHART 51 Consumer Context for Dishwashing
• CHART 52 Population 2020-2030
• CHART 53 Consumer Expenditure 2020-2030
• CHART 54 Population by Generation 2025
• Country Reports Disclaimer

SURFACE CARE IN SINGAPORE

• Key Data Insights
• 2025 Developments
• Moderate Growth Driven by Sustainability and Environmental Awareness
• Key Industry Trends
• CHART 55 Key Industry Trends for Surface Care
• Industry Performance
• CHART 56 Mrs. Meyer's Clean Day Launches Plant-Powered Multi-Surface Cleaner in Singapore
• Evolving Product Formats Deliver Sustainability through Space-Saving and Eco-Smart Solutions
• CHART 57 Ecolab Launches ReadyDose
• Premiumisation Attracts Consumers Seeking Enhanced Aesthetics and Wellness-Centred Value
• CHART 58 Value Sales of Surface Care 2020-2030
• CHART 59 Volume Sales of Surface Care 2020-2030
• CHART 60 Value Sales of Surface Care by Category 2025
• What's Next?
• Sustainability Set to Remain Central Growth Pillar
• CHART 61 Analyst Insight for Surface Care
• Premiumisation Drives Value Growth through Aesthetic and Wellness-Oriented Positioning
• Digitalisation and Omnichannel Distribution Reshape Consumer Engagement and Purchase Patterns
• CHART 62 Forecast Value Sales of Surface Care 2020-2030
• CHART 63 Forecast Value Sales of Surface Care by Category 2025-2030

Competitive Landscape

• Leading Players Maintain Positions through Innovation and Sustainability
• CHART 64 Company Shares of Surface Care 2025
• CHART 65 Brand Shares of Surface Care 2025
• Channels
• Supermarkets Lead Distribution as E-Commerce Expands through Premium and Eco-Friendly Offerings
• CHART 66 Retail Channels of Surface Care 2020-2025
• Economic Context
• CHART 67 Economic Context for Surface Care
• CHART 68 Real Gdp Growth 2020-2030
• CHART 69 Inflation 2020-2030
• Consumer Context
• CHART 70 Consumer Context for Surface Care
• CHART 71 Population 2020-2030
• CHART 72 Consumer Expenditure 2020-2030
• CHART 73 Population by Generation 2025
• Country Reports Disclaimer

BLEACH IN SINGAPORE

• Key Data Insights
• 2025 Developments
• Hygiene Awareness and Economic Recovery Support Moderate Growth
• Key Industry Trends
• CHART 74 Key Industry Trends for Bleach
• Industry Performance
• Multifunctionality Drives Innovation in Triple-Action Formulations
• CHART 75 Kao's Magiclean Toilet Bleach Power Cleaner Dual-Action Multi Surface Launch
• CHART 76 Value Sales of Bleach 2020-2030
• CHART 77 Volume Sales of Bleach 2020-2030
• What's Next?
• Sustainability Drives Shift to Low-Chlorine and Plant-Based Alternatives
• Multifunctionality Supports Value through Convenience and Efficiency
• E-Commerce and Subscription Models Strengthen Digital Engagement
• CHART 78 Forecast Value Sales of Bleach 2020-2030

Competitive Landscape

• Private Label Leads through Competitive Pricing and Diverse Offerings
• CHART 79 Company Shares of Bleach 2025
• CHART 80 Brand Shares of Bleach 2025
• Channels
• Supermarkets Leads Distriubiton as E-Commerce Gains Traction through Convenience
• CHART 81 Retail Channels of Bleach 2020-2025
• Economic Context
• CHART 82 Economic Context for Bleach
• CHART 83 Real Gdp Growth 2020-2030
• CHART 84 Inflation 2020-2030
• Consumer Context
• CHART 85 Consumer Context for Bleach
• CHART 86 Population 2020-2030
• CHART 87 Consumer Expenditure 2020-2030
• CHART 88 Population by Generation 2025
• Country Reports Disclaimer

TOILET CARE IN SINGAPORE

• Key Data Insights
• 2025 Developments
• Moderate Growth Driven by Focus on Hygiene-Enhancing Formulations
• Key Industry Trends
• CHART 89 Key Industry Trends for Toilet Care
• Industry Performance
• CHART 90 Reckitt Launches Harpic Power Plus Rim Block with Dual-Action Cleaning in Singapore
• Evolving Product Formats Deliver Convenience through Automatic Cleaning Systems and Multifunctional Solutions
• CHART 91 Value Sales of Toilet Care 2020-2030
• CHART 92 Volume Sales of Toilet Care 2020-2030
• CHART 93 Value Sales of Toilet Care by Category 2025
• What's Next?
• Sustainability Set to Drive Demand for Refillable and Low-Waste Toilet Care Solutions
• CHART 94 Analyst Insight for Toilet Care
• Sharper Wellness Focus to Strengthen through Antibacterial and Deodorising Innovations
• Digitalisation and Omnichannel Distribution Reshape Consumer Engagement
• CHART 95 Forecast Value Sales of Toilet Care 2020-2030
• CHART 96 Forecast Value Sales of Toilet Care by Category 2025-2030

Competitive Landscape

• Reckitt Benckiser and Kao Lead through Innovation and Distribution
• Kao'S Innovation Drives Competitive Advantage
• CHART 97 Company Shares of Toilet Care 2025
• CHART 98 Brand Shares of Toilet Care 2025
• Channels
• Supermarkets Lead Toilet Care Sales
• CHART 99 Retail Channels of Toilet Care 2020-2025
• Economic Context
• CHART 100 Economic Context for Toilet Care
• CHART 101 Real Gdp Growth 2020-2030
• CHART 102 Inflation 2020-2030
• Consumer Context
• CHART 103 Consumer Context for Toilet Care
• CHART 104 Population 2020-2030
• CHART 105 Consumer Expenditure 2020-2030
• CHART 106 Population by Generation 2025
• Country Reports Disclaimer

POLISHES IN SINGAPORE

• Key Data Insights
• 2025 Developments
• Competition From Multi-Surface Cleaners Drives Deep Decline in Polishes
• Key Industry Trends
• CHART 107 Key Indutry Trends for Polishes
• Industry Performance
• Evolving Product Formats Support Sales through Convenience and Efficiency
• CHART 108 Kiwi Expands with Instant Shine Sponge for On-the-Go Shoe Care
• CHART 109 Value Sales of Polishes 2020-2030
• CHART 110 Volume Sales of Polishes 2020-2030
• CHART 111 Value Sales of Polishes by Category 2025
• What's Next?
• Office Return to Support Shoe Polish Recovery as Furniture Polish Declines
• Sustainability Shapes Low-Chemical Product Development
• E-Commerce and Dtc Strategies Reposition the Category as Premium
• CHART 112 Forecast Value Sales of Polishes 2020-2030
• CHART 113 Forecast Value Sales of Polishes by Category 2025-2030

Competitive Landscape

• Sc Johnson & Son Dominates Polishes with Strong Brand Portfolio
• CHART 114 Company Shares of Polishes 2025
• CHART 115 Brand Shares of Polishes 2025
• Channels
• Supermarkets Leads While E-Commerce Continues to Gain Traction
• CHART 116 Retail Channels of Polishes 2020-2025
• Economic Context
• CHART 117 Economic Context for Polishes
• CHART 118 Real Gdp Growth 2020-2030
• CHART 119 Inflation 2020-2030
• Consumer Context
• CHART 120 Consumer Context for Polishes
• CHART 121 Population 2020-2030
• CHART 122 Consumer Expenditure 2020-2030
• CHART 123 Population by Generation 2025
• Country Reports Disclaimer

AIR CARE IN SINGAPORE

• Key Data Insights
• 2025 Developments
• Wellbeing Focus and Mood-Boosting Innovations Drive Growth
• Key Industry Trends
• CHART 124 Key Industry Trends for Air Care
• Industry Performance
• CHART 125 Air Wick Scented Oils Vibrant Collection
• Personalised Air Care Attracts Tech-Savvy Consumers
• Sustainability Reshapes Product Development and Packaging
• CHART 126 Value Sales of Air Care 2020-2030
• CHART 127 Volume Sales of Air Care 2020-2030
• CHART 128 Value Sales of Air Care by Category 2025
• What's Next?
• Sustainability Set to Drive Demand for Refillable and Eco-Friendly Air Care Solutions
• Personalisation and Technology Are Transforming Consumer Interaction with Air Care Products
• CHART 129 Analyst Insight for Air Care
• Premiumisation Anticipated to Accelerate as Fragrance Becomes a Lifestyle Expression
• CHART 130 Forecast Value Sales of Air Care 2020-2030
• CHART 131 Forecast Value Sales of Air Care by Category 2025-2030

Competitive Landscape

• Leading Players Maintain Grip through Innovation
• Smart Innovation and Sustainability Shape Product Pipeline
• CHART 132 Company Shares of Air Care 2025
• CHART 133 Brand Shares of Air Care 2025
• Channels
• Supermarkets Channel Leads While E-Commerce Expands through Premium and Smart Air Care Formats
• CHART 134 Retail Channels of Air Care 2020-2025
• Economic Context
• CHART 135 Economic Context for Air Care
• CHART 136 Real Gdp Growth 2020-2030
• CHART 137 Inflation 2020-2030
• Consumer Context
• CHART 138 Consumer Context for Air Care
• CHART 139 Population 2020-2030
• CHART 140 Consumer Expenditure 2020-2030
• CHART 141 Population by Generation 2025
• Country Reports Disclaimer

HOME INSECTICIDES IN SINGAPORE

• Key Data Insights
• 2025 Developments
• Health and Wellness Trends Prompt Natural Ingredient Reformulation
• Key Industry Trends
• CHART 142 Key Industry Trends of Home Insecticides
• Industry Performance
• CHART 143 Bio X 3-in-1 VOC-Free Aerosol Launches in Singapore
• Multifunctional Formats Drive Convenience and Pace Efficiency
• CHART 144 Value Sales of Home Insecticides 2020-2030
• CHART 145 Volume Sales of Home Insecticides 2020-2030
• CHART 146 Value Sales of Home Insecticides by Category 2025
• What's Next?
• Safer and More Natural Formulations to Drive Future Growth
• Premiumisation through Smart Sensor Technology and Automation
• E-Commerce and Subscription Models Transform Distribution
• CHART 147 Forecast Value Sales of Home Insecticides 2020-2030
• CHART 148 Forecast Value Sales of Home Insecticides by Category 2025-2030

Competitive Landscape

• Sc Johnson and Reckitt Lead through Brand Equity and Innovation
• Innovative Launches and Strategic Moves Shape Future Development
• CHART 149 Company Shares of Home Insecticides 2025
• CHART 150 Brand Shares of Home Insecticides 2025
• Channels
• Supermarkets Leads with E-Commerce Gaining Traction
• CHART 151 Retail Channels of Home Insecticides 2020-2025
• Economic Context
• CHART 152 Economic Context for Home Insecticides
• CHART 153 Real Gdp Growth 2020-2030
• CHART 154 Inflation 2020-2030
• Consumer Context
• CHART 155 Consumer Context for Home Insecticides
• CHART 156 Population 2020-2030
• CHART 157 Consumer Expenditure 2020-2030
• CHART 158 Population by Generation 2025
• Country Reports Disclaimer