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Household penetration rate of leading home care brands in Europe in 2024

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Sources

Release date

June 2026

Region

Europe

Survey time period

2024

Supplementary notes

Household penetration rate refers to the share of households buying a brand.

Date of release is date of consultation.

Citation formats

Leading home care brands' household penetration rate in Europe 2024

Published by ÌÇÐÄÆƽâ°æ Research Department, Jun 11, 2026

In 2024, Fairy was the home care brand with the highest penetration rate in Europe, with around **** percent of households buying the brand. Downy and Finish ranked in second and third place, with penetration rates of **** percent and ** percent, respectively.

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