Europe and Middle East Cleaning Products Market Size, Share & Industry Analysis, By Product (Detergents, Disinfectants, Glass Cleaners, Cleaning Acids, Descalers, Emulsifiers, Leather & Furniture Care Products, and Others), By End-User/Industry (HoReCa [Hotels, Restaurants, Catering, and Laundry and Facility Management [Healthcare, Business & Corporate, Manufacturing, Industrial Cleaning, and Others]), and Regional Forecast, 2024-2032

The Europe and Middle East cleaning products market size was valued at USD 12.34 billion in 2023. The market is projected to grow from USD 12.91 billion in 2024 to USD 18.68 billion by 2032, exhibiting a CAGR of 4.73% during the forecast period.

Cleaning chemicals, including disinfectants, detergents, and others, are crucial in regular cleaning activities at industrial and institutional facilities. Stringent sanitation & hygiene standards and the increasing necessity of maintaining industrial & public places clean & sanitized mainly drive the demand for cleaning supplies in the regions. Advancements in developing surface cleaning & floor cleaning chemicals made of innovative formulations and higher industrial settings’ preference for specialty chemical-based products drive product revenues across Europe. Top players operating in the market are BASF SE, DoW, Inc., Ecolab, and The Clorox Company.

• In May 2024, Ecolab and HeiQ Chrisal teamed up to launch Maxx Synbiotic, an advanced symbiotic cleaning range of products in Amsterdam, the Netherlands. These products feature immediate, continuous, and microscopic-level cleaning and are highly effective against odor protection. They also support the well-balanced microbiome on industrial cleaning surfaces.

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Market Dynamics

Market Drivers

Emphasis on Cleanliness at Commercial and Industrial Settings to Drive Market Growth

Stricter regulations regarding hygiene and cleanliness standards in public spaces encourage businesses to invest in high-quality cleaning solutions. Governments in various European & Middle Eastern countries are implementing measures to enhance public health through improved sanitation practices, further boosting regional product demand. The government of the U.K. revealed a minimum facility management mandate under the document Government Functional Standard for Property (GovS 004) supporting the implementation of soft facility management activities, including cleaning and security.

Emerging Tourism and Hospitality Industry to Drive Product Demand

The growth of hotels, resorts, vacation rentals, and boutique accommodations in European countries results in higher consumption of cleaning supplies for daily housekeeping operations. Also, Mega-events such as Expo 2020 in Dubai and preparations for Saudi Vision 2030 have spurred the development of new hospitality infrastructures, boosting the need for cleaning chemicals in the region.

Market Restraints

Health Complications Caused by Cleaning Chemicals to Restrain Market Growth

Consumers in Europe and the Middle East are becoming more conscious about the environmental and health implications due to the usage of chemical-based cleaning supplies. Increasing incidences of skin allergies due to the exposure of chemical-based detergents and other supplies restrain the Europe and Middle East cleaning products market growth. Furthermore, the manufacturing process of cleaning chemicals often releases volatile organic compounds (VOCs), greenhouse gases, and effluents that contribute to air, water, and soil pollution. Many cleaner solutions contain non-biodegradable elements, leading to landfill and ocean pollution. Public scrutiny and activism against such environmental degradation can lead to lower consumer demand for chemically intensive products.

Market Opportunities

Rising Demand for Sustainable Cleaning Supplies to Strengthen Market Growth

The rising demand for sustainable cleaning supplies is significantly strengthening market growth in the cleaning supplies and solutions industry. This trend is driven by heightened environmental awareness, regulatory pressures, and shifting consumer preferences toward eco-friendly and socially responsible products. Consumers are increasingly aware of the environmental impact of traditional cleaning supplies, such as plastic waste and chemical runoff. This awareness is driving demand for biodegradable, non-toxic, and plant-based products. Besides, several industrial consumers now prioritize brands that adopt sustainable practices, including cruelty-free testing and ethical sourcing of raw materials, boosting the demand for ethical cleaning supplies among the commercial and industrial sectors.

Market Challenges

Significant Competition from Unorganized Industry Rivals to Challenge Market Development

Significant competition from the unorganized cleaning supplies manufacturers and their provision of chemical-based products is expected to pose challenges to the key players expanding business operations in Europe and the Middle East. In addition, the increasing number of small-scale market participants producing innovative products could impact the key players’ market position. Furthermore, supply chain disruptions due to the incidences of war and natural calamities impact the market's future development in the Middle East region.

Europe and Middle East Cleaning Products Market Trends

Surging Demand for Advanced Products to Intensify Market Growth

Industrial and commercial sectors in Europe and the Middle East are becoming more environmentally conscious, leading to heightened demand for advanced cleaning chemicals and products. Therefore, cleaning products market companies are leveraging advanced technologies to create more effective products that remove stains, kill germs, and provide long-lasting protection in industrial settings.

Besides, growth in demand for products tailored to specific surfaces (e.g., glass, marble, and wood) and for various applications such as food-grade cleaning, glass cleaning, and other industrial and commercial cleaning purposes have also fostered market growth in Europe and the Middle East regions.

Impact of COVID-19

Closure or limited operations of the manufacturing sites of the cleaning supplies and supply chain hindrances due to the restrictions imposed on transportation activities during the COVID-19 pandemic significantly impacted product sales across the region. However, increased emphasis on sanitation and cleanliness to avoid coronavirus infection at hospitals, schools, and universities supported the product demand among these settings across Europe and the Middle East.

Segmentation Analysis

By Product

Detergent Segment to Lead Market due to its Higher Usage in Laundry & Dishwashing Activities

Based on various products, Europe and Middle Eastern cleaning products market includes detergents, disinfectants, glass cleaners, cleaning acids, descalers, emulsifiers, leather & furniture care products, and others.

The detergents segment exhibited a major market share in 2023 and is projected to grow at the third fastest-growing rate during the forecast period of 2024-2032. The segment’s largest share is attributed to the significant production capacities of dishwashing products and laundry detergents across France, Germany, and Italy. According to the European Parliament, as of April 2023, the detergent sector accounts for 4.2% of the production value of the European chemical industry. Germany, France, Italy, Poland, and Spain represent around 85% of European chemical production.

The descalers segment exhibited the third-largest share in the region’s market in 2023. Increasing usage of descalers to remove carbon deposits from the metal surfaces of boilers, condensers, water plants, and others, coupled with the growing expansion of industrial settings, drive segmental revenue growth in the region.

The emulsifiers segment exhibited the fourth-largest region’s market share in 2023. Increasing the usage of chemical-based emulsifiers to warp the dirt particles from the water-soluble coating effectively supports the region's segmental revenues.

Others segment covers the market analysis of various products, including neutralizers, stain removers, bleaching chemicals, alkalis, and abrasives. Others segment exhibited the second largest share in the region’s market in 2023. Advancements in developing alkaline cleaner & neutralizer formulations and the increasing number of chemical companies selling specialty bleaching chemicals & stain removers at premium prices favor segmental revenues across the region.

The glass cleaners segment exhibited the fifth largest market share in 2023 and is slated to grow at the fourth fastest-growing rate during 2024-2032. Increasing business/corporate and governmental offices’ spending on window/glass cleaning supplies and the rising number of contractors offering window cleaning services favor glass cleaners segmental revenues in the region.

The disinfectants segment exhibited a sixth leading cleaning products market share in 2023. The segment is slated to grow at the second fastest-growing rate during 2024-2032. Increasing adoption of surface cleaning disinfectants among hospitals, commercial kitchens, and research laboratory settings to clean floors & surfaces and maintain nearby environment sanitized accelerate disinfectants segmental revenues in the region.

The leather & furniture care products segment exhibited the second-lowest share of the region’s market in 2023. Increasing institutional settings’ furniture replacement trend and their growing demand for the deep cleaning sessions of furniture & carpet drive the consumption of leather & furniture cleaning solutions in the region.

The cleaning acids segment exhibited the least region’s market share in 2023. The increasing development of the manufacturing and automobile industry requires acid cleaners to remove dirt, oil, grease, and other contaminants from heavy machinery, equipment, tools, and surfaces, skyrocketing cleaning acids segmental growth.

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By End-User/Industry

Necessities of Deep Cleaning Solutions Result in Facility Management Segment to Lead Market

The market analysis conducted based on various end-users/industries, including HoReCa and facility management.

The facility management segment exhibited a leading market share in 2023 and is expected to grow faster during 2024-2032. Significant demand for contract-based cleaning services and higher institutional spending on janitorial cleaning services result in the region's considerable product revenue generation from the facility management segment. The facility management segment is further sub-segregated into healthcare, business & corporate, manufacturing, industrial cleaning, and others.

Significant hospital settings’ demand for professional-grade medical instrument cleaners resulted in the hospital segment exhibiting a considerable market share in 2023. The business & corporate segment exhibited a second-leading market share in the facility management segment in the region in 2023. The rising number of SMEs and their preference for natural formulation-based furniture cleaners, floor cleaners, glass/window cleaners, and carpet cleaners accelerate business & corporate segmental growth during 2024-2032.

Stringent hygiene standards in manufacturing and other industrial settings, including logistics, warehousing, and packaging settings, and their preference for high-quality cleaning descalers and emulsifiers uplift the manufacturing and industrial cleaning segments’ revenues across Europe. Others segment include various facilities such as educational institutions, public venues, retail stores, agriculture/farming areas, and others. Significant demand for the janitorial and floor cleaners among these settings will drive others segmental growth during 2024-2032.

The rising number of hotels, restaurant, and catering facilities and their preference for affordable and high-quality sanitary items mainly drive HoReCa segment growth in the region. In addition, the increasing number of tourist arrivals and their preference for highly rated hospitality facilities skyrocket HoReCa segmental revenues across Europe and the Middle East region.

• According to the European Union (EU), as of 2022, there are 621.6 thousand tourist accommodation establishments in Europe, with the highest number of accommodations in Italy, followed by Croatia, Spain, and Germany. As of 2020, there are 1.5 million food & beverage servicing enterprises, adding an economic value of EUR 400 billion in Europe.

Hospitality settings prefer detergents with plant-based perfumery properties to enhance the pleasant smell of their bathroom, floors, walls, and vitrified surfaces. Increasing demand for perfumery laundry and dishwashing detergent products drive hotel segmental revenues.

Significant restaurants’ demand for concentrated liquid dishwashing detergents, rinse aids, and dishwasher descalers, coupled with the rising adoption of automatic dishwashing machines, support the restaurant segment revenues in the region. The rising adoption of biodegradable and eco-friendly ingredient-based floor cleaners, surface cleaners, and utensil cleaning detergents among catering establishments supports the catering segment growth across the region.

Europe and Middle East Cleaning Products Market Regional Outlook

Europe

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The European market was valued at USD 11.25 billion in 2023 and exhibited a major part in the Europe and Middle East cleaning products market share in the same year. Growing institutional infrastructural facilities, including hospitality settings, hospitals, and others, prefer the usage of floor cleaning and laundry products made of plant-based ingredients, which drive market growth across Europe.

The COVID-19 pandemic heightened awareness around cleanliness and hygiene, leading both individuals and businesses to prioritize regular cleaning to minimize the risk of infections. Also, with an increasing number of dual-income households and busy professionals in Germany, many people lack the time to maintain their homes. Therefore, advanced cleaner items provide a practical solution for managing household cleaning tasks effectively and efficiently.

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Middle East

Growing institutional & industrial infrastructural facilities and an increasing number of cleaning services contractors expanding their presence in Saudi Arabia, UAE, and Egypt drive Middle Eastern cleaning products market growth. In addition, increasing hospitality settings and businesses’ adoption of sustainable hygiene practices and rising demand for green-accredited housekeeping & kitchen surface disinfecting products among these settings skyrocket product revenues across the Middle Eastern region.

• In the Middle East, corporate infrastructural facilities are booming at an exponential rate. According to the Tharawat Family Business Forum, as of 2023, around 70.6% of the businesses are registered as family enterprises that require specialty cleaning chemicals in the Gulf region.

Competitive Landscape

Key Market Players

The competitive landscape of the market provides valuable insights into various competitors. It includes detailed profiles of various companies operating in the market, highlighting their business models and strategic initiatives and examining the financial health of these companies, including revenue generation and overall financial performance. The report also details the investments made by companies in research and development, indicating their commitment to product innovation and improvements.

BASF SE, DoW, Inc., Ecolab, and The Clorox Company are a few of the leading players in the market. The European and Middle Eastern market is extremely fragmented, with the top 4 players accounting for 48.94% of the market share.

List of Key Companies Profiled In The Report

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  • BASF SE (Germany)
  
  
  • Brenntag (Germany)
  
  
  • Clariant AG (Switzerland)
  
  
  • Henkel AG & Co. KGaA (Germany)
  
  
  • Unilever plc (U.K.)
  
  
  • Ecolab (U.S.)
  
  
  • The Clorox Company (U.S.)
  
  
  • Croda International plc. (U.K.)
  
  
  • Solvay SA (Belgium)
  
  
  • Colgate Palmolive Co. (U.S.)
  
  
  • DoW, Inc. (U.S.)
  
  
  
  

Key Industry Developments

• September 2024 - Zep, a home and professional cleaning brand, expanded its product offerings by launching Heavy-Duty Citrus Degreaser & Cleaner Mist, the Industrial Purple Degreaser & Cleaner Mist, and the Outdoor Foaming Cleaner & Brightener products. These products are available at the Lowe’s stores. The company also distributes products in the U.K., Italy, and Benelux.


• June 2024 – ENVIRO Tech Europe, Limited, a provider of advanced solutions for solvent cleaning, vapor degreasing, corrosion protection, and metal surface cleaning, launched ProSolv5408e, ProSolv5408e, ProSolv5408e, and ProSolv5408e, a next-generation vapor degreasing solvent solutions for the metal cleaning and degreasing applications.


• October 2023 – BASF SE launched the Lavergy® portfolio, a new generation portfolio of technology-based enzymes for detergents and cleaners, at the SEPAWA Congress event held in Berlin, Germany. In addition, the company launched the Biodegradable polymer Sokalan® Ecopure C, a high-performing, sustainable solution for automatic dishwashing formats.


• October 2023 - Azelis Holding S.A. extended its partnership with BBA Ecotech, an Italian biotechnology company offering specialty ingredients for the domestic use and maintenance industry. The partnership enables the company to distribute micro-organisms and probiotics products for home care and industrial cleaning applications in Turkey, France, Benelux, and Italy.


• March2022 – The Procter & Gamble Company launched Ariel NANO Lab Pop-Up store at Ain Dubai to further launch Ariel NANO Pods, a new revolutionary detergent form for the consumers of the nearby region in Dubai, UAE.

REPORT COVERAGE

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The Europe and Middle East cleaning products market research report analyzes the market in-depth and highlights crucial aspects, such as prominent company profiles, product types, distribution channels, and end-user areas. Besides this, it provides key trends and the competitive landscape and highlights significant industry developments. In addition to the aspects mentioned earlier, the free sample of the report on the cleaning products market outlooks several factors contributing to the market growth.

Report Scope & Segmentation