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Consumers Drive Growth with Convenient and Premium Products
The home care market in Denmark is characterised by positive value growth driven by consumer demand for convenient, premium and sustainable products. With a median disposable income per household of DKK418,496 in 2025 and a forecast increase to DKK505,363 by 2030, consumers are willing to spend on products offering tangible benefits, such as ease of use, reduced chore time and improved performance. The market is expected to continue growing, at a current value CAGR of 4% over the forecast period to DKK3 billion by 2030, driven by trends towards multifunctionality, sustainability and premiumisation.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Denmark report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Denmark?
- Which are the leading brands in Home Care in Denmark?
- How are products distributed in Home Care in Denmark?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Denmark
Consumers Drive Growth with Convenient and Premium Products
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Consumers Drive Growth with Convenient and Premium Products
Eco-Friendly Products Gain Traction with Certifications and Natural Ingredients
Chart 2 Eco Clean Unlimited Promotes Design, Fragrance And Ingredients Of Natural Origin
Multifunctionality and Premiumisation Shape Product Development
Chart 3 Brait Cotton Flower Demonstrates Its Versatility
Chart 4 Value Sales 2020-2030
Chart 5 Volume Sales 2020-2030
Chart 6 Value Sales by Category 2025
Multifunctionality and Premiumisation Set to Drive Future Progress
Laundry Care to Remain Largest Category as Dishwashing Leads Growth
Chart 7 At Home Clean Premium Makes Premiumisation Price Accessible
Sustainability Trend Shapes Category Development
Chart 8 Analyst Insight for Home Care
Chart 9 Forecast Value Sales 2020-2030
Chart 10 Forecast Value Sales by Category 2025-2030
Unilever Danmark Maintains Lead through Innovation
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
Discounters Drive Value Sales with Extensive Network and Private Label
Retail E-Commerce Gains Traction through Convenience and Innovation
Chart 13 Retail Channels 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Denmark
Key Data Insights
Strong Sales Growth Driven by Wellness and Decor Trends
Chart 21 Key Industry Trends for Air Care
Strong Sales Growth Driven by Wellness and Decor Trends
Sustainability Continues to Shape Innovation
Chart 22 Air Wick 24/7 Active Fresh Fresh Cotton Embraces Sustainability
Candle Air Fresheners Leads with Strong Performance
Chart 23 Value Sales 2020-2030
Chart 24 Volume Sales 2020-2030
Chart 25 Value Sales by Category 2025
Consumers to Prioritise Eco-Friendly and Natural Air Care Products
Candle Air Fresheners to Remain Largest Category in Value Terms
Chart 26 Brait Cotton Flower Demonstrates its Versatility
Liquid Air Fresheners and Electric Air Fresheners Set to See Fastest Growth
Chart 27 Analyst Insight for Air Care
Chart 28 Forecast Value Sales 2020-2030
Chart 29 Forecast Value Sales by Category 2025-2030
Reckitt Benckiser Dominates with Strong Brand Portfolio
Chart 30 Company Shares 2025
Chart 31 Brand Shares 2025
Discounters Drive Air Care Sales with Strong Market Penetration
Non-Grocery Retailers and Retail E-Commerce Gain Share through Diversified Offerings
Chart 32 Retail Channels 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real Gdp Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025
Bleach in Denmark
Key Data Insights
Sustainability Concerns Limit Bleach Sales Despite Economic Stability
Chart 40 Key Industry Trends for Bleach
Sustainability Concerns Limit Bleach Sales Despite Economic Stability
Chart 41 Sustainability Ambitions Challenge Bleach
Leading Retailers Drive Sustainability in Product Assortments
Stable Demand Despite Negative Perceptions
Chart 42 Value Sales 2020-2030
Chart 43 Volume Sales 2020-2030
Consumers to Favour Affordable Bleach Amid Economic Uncertainty
Leading Retailers' Sustainability Policies Limit Bleach Sales
Health and Environmental Concerns Are Shaping Bleach's Future in Denmark
Chart 44 Analyst Insight for Bleach
Chart 45 Forecast Value Sales 2020-2030
Colgate-Palmolive Maintains Dominance with Stable Share
Chart 46 Company Shares 2025
Chart 47 Brand Shares 2025
Discounters Lead Bleach Sales through Wide Store Network
Retail E-Commerce Gains Share with Flexible Shopping Options
Chart 48 Retail Channels 2020-2025
Chart 49 Economic Context for Bleach
Chart 50 Real Gdp Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Bleach
Chart 53 Population 2020-2030
Chart 54 Consumer Expenditure 2020-2030
Chart 55 Population by Generation 2025
Dishwashing in Denmark
Key Data Insights
Convenience and Simplicity Drive Sales of Dishwashing Products
Chart 56 Key Industry Trends for Dishwashing
Convenience and Simplicity Drive Sales of Dishwashing Products
Sustainability Prompts Brand Innovation
Chart 57 Vel Repackages to Minimise Plastic Use
Private Label Offers Premiumisation at Lower Price Points
Premium Products Appeal through Luxury and Convenience Positioning
Chart 58 At Home Clean Premium Makes Premiumisation Price Accessible
Chart 59 Value Sales 2020-2030
Chart 60 Volume Sales 2020-2030
Chart 61 Value Sales by Category 2025
Consumers to Prioritise Convenience and Value in Dishwashing Solutions
Automatic Dishwashing to See Continued Growth
Health-Conscious Consumers Are Shaping Future Trends
Chart 62 Forecast Value Sales 2020-2030
Chart 63 Forecast Value Sales by Category 2025-2030
Concentration Persists as Reckitt Benckiser Nordic Leads
Chart 64 Analyst Insight for Dishwashing
Chart 65 Company Shares 2025
Chart 66 Brand Shares 2025
Discounters Drive Sales with Extensive Outlet Networks
Retailers Boost Retail E-Commerce with Diverse Offerings
Chart 67 Retail Channels 2020-2025
Chart 68 Economic Context for Dishwashing
Chart 69 Real Gdp Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Dishwashing
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Home Insecticides in Denmark
Key Data Insights
Manufacturers Enhance Value Proposition to Drive Sales
Chart 75 Key Industry Trends for Home Insecticides
Manufacturers Enhance Value Proposition to Drive Sales
Chart 76 Analyst Insight for Home Insecticides
Spray/Aerosol Insecticides Leads Value Growth
Sustainability Shapes Innovation and Progress
Chart 77 Borup ECO Product Development Addresses Household Concerns
Chart 78 Value Sales 2020-2030
Chart 79 Volume Sales 2020-2030
Chart 80 Value Sales by Category 2025
Manufacturers to Emphasise Eco-Friendly and Multifunctional Products
Spray/Aerosol Insecticides Set to Maintain Positive Growth
Electric Insecticides to Drive Growth with Eco-Friendly Appeal
Chart 81 Forecast Value Sales 2020-2030
Chart 82 Forecast Value Sales by Category 2025-2030
Sbm Life Science Dominates with Strong Brand Portfolio
Chart 83 Company Shares 2025
Chart 84 Brand Shares 2025
Home Product Specialists Leads Distribution Despite Declining Share
Retail E-Commerce Drives Growth with Convenience and Flexibility
Chart 85 Retail Channels 2020-2025
Chart 86 Economic Context for Home Insecticides
Chart 87 Real Gdp Growth 2020-2030
Chart 88 Inflation 2020-2030
Chart 89 Consumer Context for Home Insecticides
Chart 90 Population 2020-2030
Chart 91 Consumer Expenditure 2020-2030
Chart 92 Population by Generation 2025
Laundry Care in Denmark
Key Data Insights
Shifting Consumer Preferences Drive Value Sales Growth
Chart 93 Key Industry Trends for Laundry Care
Shifting Consumer Preferences Drive Value Sales Growth
Quick-Wash Solutions Expand within Laundry Detergents
Chart 94 Analyst Insight for Laundry Care
Eco-Friendly Innovations and Premiumisation Reshape the Market
Chart 95 Eco Clean Unlimited Promotes Design, Fragrance and Ingredients of Natural Origin
Chart 96 Value Sales 2020-2030
Chart 97 Volume Sales 2020-2030
Chart 98 Value Sales by Category 2025
Households Set to Drive Demand for Multifunctional and Cost-Effective Laundry Care
Laundry Detergents to Retain Largest Share, as Concentrated Liquids Expand
Sustainability to Shape Future Growth through Innovation
Chart 99 Forecast Value Sales 2020-2030
Chart 100 Forecast Value Sales by Category 2025-2030
Unilever Danmark Strengthens Lead with Innovative Offerings
Chart 101 Bamseline Creations Targets Premium Desires
Chart 102 Company Shares 2025
Chart 103 Brand Shares 2025
Discounters Drive Laundry Care Sales with Extensive Network
Retail E-Commerce Gains Share with Omnichannel Strategies
Chart 104 Retail Channels 2020-2025
Chart 105 Economic Context for Laundry Care
Chart 106 Real Gdp Growth 2020-2030
Chart 107 Inflation 2020-2030
Chart 108 Consumer Context for Laundry Care
Chart 109 Population 2020-2030
Chart 110 Consumer Expenditure 2020-2030
Chart 111 Population by Generation 2025
Polishes in Denmark
Key Data Insights
Multifunctional Products Challenge Traditional Polish Sales
Chart 112 Key Industry Trends for Polishes
Multifunctional Products Challenge Traditional Polish Sales
Shoe Polish Leads Value Sales and Growth
Sustainability Drives Innovation and Consumer Loyalty
Chart 113 Bistro Leverages Eco-Labelling To Differentiate and Boost Sustainability Credentials
Chart 114 Value Sales 2020-2030
Chart 115 Volume Sales 2020-2030
Chart 116 Value Sales by Category 2025
Manufacturers Expected to Leverage Sustainability to Drive Growth
All Polish Categories to See Value Growth, with Shoe Polish Maintaining Leadership
Business Impact of Sustainability and Substitution Trends
Chart 117 Analyst Insight for Polishes
Chart 118 Forecast Value Sales 2020-2030
Chart 119 Forecast Value Sales by Category 2025-2030
Sterling Polish Co Leads with Wide Product Availability
Chart 120 Company Shares 2025
Chart 121 Brand Shares 2025
Discounters Gain Share at Expense of Supermarkets and Hypermarkets
Retail E-Commerce Gains Traction with Omnichannel Strategies
Chart 122 Retail Channels 2020-2025
Chart 123 Economic Context for Polishes
Chart 124 Real Gdp Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Polishes
Chart 127 Population 2020-2030
Chart 128 Consumer Expenditure 2020-2030
Chart 129 Population by Generation 2025
Surface Care in Denmark
Key Data Insights
Multi-Purpose Cleaners Drive Growth in Surface Care
Chart 130 Key Industry Trends for Surface Care
Multi-Purpose Cleaners Drive Growth in Surface Care
Consumers Expect Health and Sustainability Accreditations
Chart 131 EcoClean Unlimited Promotes Design, Fragrance and Ingredients of Natural Origin
Eco-Friendly Launches Provide Premium Features
Chart 132 Value Sales 2020-2030
Chart 133 Volume Sales 2020-2030
Chart 134 Value Sales by Category 2025
Multi-Purpose Cleaners Expected to Drive Growth with Value-For-Money Appeal
Chart 135 Ajax Mediterranean Promotes Sustainability at Accessible Price Points
Sustainability Is Shaping Innovation in Premium Surface Care
Growth Opportunity for Eco-Friendly Products at Mass-Market Prices
Chart 136 Analyst Insight for Surface Care
Chart 137 Forecast Value Sales 2020-2030
Chart 138 Forecast Value Sales by Category 2025-2030
Colgate-Palmolive Maintains Lead with Stable Share
Chart 139 Company Shares 2025
Chart 140 Brand Shares 2025
Discounters Lead Surface Care Sales with Broad Accessibility
Retail E-Commerce Gains Share through Convenient Shopping Solutions
Chart 141 Retail Channels 2020-2025
Chart 142 Economic Context for Surface Care
Chart 143 Real Gdp Growth 2020-2030
Chart 144 Inflation 2020-2030
Chart 145 Consumer Context for Surface Care
Chart 146 Population 2020-2030
Chart 147 Consumer Expenditure 2020-2030
Chart 148 Population by Generation 2025
Toilet Care in Denmark
Key Data Insights
Format Innovation Softens Demand for Traditional Formats
Chart 149 Key Industry Trends for Toilet Care
Format Innovation Softens Demand for Traditional Formats
Premiumisation and Sustainability Drive Value Growth Despite Economic Caution
Chart 150 Duck Fresh Discs Address Sustainability Concerns through Format Innovation
Toilet Liquids/Foam and Rim Blocks Lead Market Performance
Chart 151 Value Sales 2020-2030
Chart 152 Volume Sales 2020-2030
Chart 153 Value Sales by Category 2025
Sustainability and Convenience Set to Drive Future Growth
Toilet Liquids/Foam to Continue to Lead
Rim Blocks to Drive Growth through Innovation
Chart 154 Analyst Insight for Toilet Care
Chart 155 Forecast Value Sales 2020-2030
Chart 156 Forecast Value Sales by Category 2025-2030
Leading Players Reinforce Market Share through Innovation
Chart 157 Company Shares 2025
Chart 158 Brand Shares 2025
Discounters Lead Sales through Extensive Store Network
Retail E-Commerce Gains Traction with Click-And-Collect Services
Chart 159 Retail Channels 2020-2025
Chart 160 Economic Context for Toilet Care
Chart 161 Real Gdp Growth 2020-2030
Chart 162 Inflation 2020-2030
Chart 163 Consumer Context for Toilet Care
Chart 164 Population 2020-2030
Chart 165 Consumer Expenditure 2020-2030
Chart 166 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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