Household Cleaning Products Market Size, Share & Industry Analysis, By Product Type (Laundry Detergents, Surface Cleaners, Dishwashing Products, Toilet Cleaners, and Others), and Regional Forecast, 2024-2032

The global household cleaning products market was valued at USD 259.04 billion in 2023 and is projected to be worth USD 270.36 billion in 2024 and reach USD 379.76 billion by 2032, exhibiting a CAGR of 4.4% during the forecast period. Asia Pacific dominated the household cleaning products market with a market share of 35.88% in 2023. Moreover, the household cleaning products market size in the U.S. is projected to grow significantly, reaching an estimated value of USD 85.22 billion by 2032, driven by rising environmental concerns that have spurred the demand for efficient and safe homecare goods.

Household cleaning products refer to a wide range of products designed specifically and used for cleaning and maintaining cleanliness within residential spaces. These products are intended for various surfaces and areas within the home, including floors, countertops, bathrooms, kitchens, appliances, windows, and furniture. They come in various forms, such as liquids, sprays, powders, wipes, and gels, each formulated to address specific cleaning needs. These cleaning products are formulated with ingredients that help remove dirt, stains, and germs while leaving surfaces clean, sanitized, and sometimes scented. They play a critical role in maintaining a hygienic and comfortable living environment, promoting health and well-being within households.

The COVID-19 pandemic had a positive impact on the market as people have become more concerned about hygiene and housekeeping. Attributed to an unexpected surge in the demand for household cleaning goods, there was a supply deficit, and many manufacturers raised their production facilities to fulfill consumer demand. The surge in demand had led to supply chain challenges, including shortages of certain products, raw materials sourcing issues, and distribution disruptions. This led to price fluctuations, with products experiencing price increases due to high demand and limited availability. As the world adapted to the post-pandemic era, the demand for cleaning products returned to pre-pandemic levels. However, the awareness regarding the cleaning products that was created during the pandemic is likely to create a change in consumer behavior, prompting higher demand during the forecast period.   

Household Cleaning Products Market Trends

Full Disclosure of Ingredients on the Labels to Influence Market Growth

There is a growing trend of providing information on the product's constituents. After the Consumer Product Ingredient Communication Initiative was formed in 2010, companies began to share information about the contents in products, including air care, floor cleaners, and household care products. Buyers want to know what chemicals are in cleaning products and how they can be trusted. They want to know about the transparency of end products and supply networks in general. Many consumers compare product ingredients and the risks associated with specific components. As word-of-mouth advertising is a significant component of household cleaning product marketing, companies are displaying product ingredients to boost consumer confidence.

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Household Cleaning Products Market Growth Factors

Increasing Demand for Natural Products is Boosting Growth of the Market

Chemicals have become ingrained in our culture, and they influence us all. As a result, many people are gravitating toward green and natural goods, which are both eco-friendly and soft on the skin and the environment. Natural and green products are in high demand all around the world these days, and the desire for green cleaning products has fueled the industry's growth. The growing demand for green and natural products is mostly due to rising environmental concerns. People are ready to spend extra for natural and organic products to save the environment, and this has shifted the market dramatically.

It is also expected that the use of harsh chemical products would decrease in the near future as people are willing to spend not only hours cleaning their houses but also pay more for the right product, which, in turn, will drive the market.

Adoption of Urban Lifestyle Prompted Higher Demand for Products that are Convenient to use Driving Market Growth

The demand for household cleaning products is influenced by various lifestyle changes. Busy schedules and urbanization led to a preference for convenient and time-saving cleaning solutions. Modern lifestyles often involve long work hours and commuting, leaving little time for extensive cleaning routines. As a result, consumers seek products that offer efficiency and require minimal effort. In addition to this, the trend toward urban living resulted in smaller living spaces where bulky cleaning equipment may not be practical. Compact and multi-functional cleaning solutions attract urban dwellers seeking space-saving solutions. In order to cater to these changing needs, manufacturers are developing innovative cleaning solutions. This, in turn, is anticipated to drive the demand for household cleaning products that offer convenience, efficiency, and space-saving features.

RESTRAINING FACTORS

Lack of Customer Retention & Product Differentiation to Limit Market Growth

Product preferences differ from person to person and are influenced by psychographic, demographic, and behavioral factors. Consumer behavior is mostly impacted by lifestyle standards and awareness. Consumer loyalty and product distinctiveness are difficult to maintain in today's market for household cleaning products. Consumers are frequently drawn to innovative items, and as a result, they are unable to remain loyal to a single product or brand. Small & medium-sized manufacturers are finding it increasingly challenging to keep up with changing trends due to changing consumer preferences. As a result, these issues together limit market expansion. 

Household Cleaning Products Market Segmentation Analysis

By Product Type Analysis

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High Demand to Promote Growth of the Laundry Detergent Segment

On the basis of product type, the market is segmented into surface cleaners, laundry detergents, toilet cleaners, dishwashing products, and others.

The laundry detergents segment has the highest market share in 2023 since clean clothes are regarded hygienic, and clothes must be washed frequently. Detergents help eliminate grime and stain marks that are difficult to remove with water. It lifts dirt and stains from the fabric, breaks them up, and washes them away. Laundry bars are also used to wash garments by hand in most regions of the world since they are efficient, affordable, and compact. In addition, product innovation is producing an optimistic prognosis for this segment's growth in the coming years.

For example, Unilever Group revealed that by the end of 2030, it will eliminate fossil fuel ingredients from cleaning products. Additionally, the firm, in collaboration with LanzaTech and India Glycol, launched the world's first laundry capsule created from industrial carbon emissions in April 2021.

During the forecast period, the surface cleansers segment is expected to increase at the fastest rate of 4.9%, followed by dishwashing products. These segments' expansion in the global market is being driven by a unique combination of durability and performance. The toilet cleansers segment is predicted to rise significantly over the forecast period due to the advent of improved toilet cleaners that provide many benefits such as cleanliness, germ killing, and odor elimination.

REGIONAL INSIGHTS

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Attributed to the Asia Pacific region's massive population and rising disposable incomes, it has the largest share of the global market. In 2023, the Asia Pacific market was valued at USD 92.95 billion. As the region is highly inhabited, household cleaning goods are in high demand. China is the largest producer in Asia Pacific, followed by Japan and India. Consumers in the region are increasingly turning to natural cleaning products as a result of environmental concerns linked with the usage of toxic chemicals. As a result, local manufacturers are introducing bio-friendly products to capitalize on emerging market growth opportunities. Proklean Technologies, for instance, offered green floor cleaners and liquid detergents in the Indian market in September 2020.   

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Due to the existence of major manufacturers of cleaning products in the region, North America owns a significant portion of the industry. In North America, rising environmental concerns have spurred the demand for efficient and safe homecare goods. The U.S. is the world's largest consumer due to its vast population. Household cleaning products have a well-established market in Europe, which is expected to grow at a slightly slower pace than in other regions. Many corporations, on the other hand, are investing in R&D to produce innovative and environment-friendly household cleaning products to lessen their environmental footprints. In addition, due to tight European legislation, manufacturers must maintain a high level of product quality. As a result, there is healthier rivalry, which fuels the market growth. 

In the coming years, the Middle East & Africa region is predicted to be a promising region. Due to the obvious rapid urbanization and population growth in this region, the demand for cleaning agents is expanding. According to the Organization for Economic Cooperation and Development's (OECD) research on Africa's Urbanization Dynamics 2020, by 2050, the region is projected to have the fastest urban growth rate.

Furthermore, due to slow increase of the population in Latin America, the demand for homecare cleaning products is expected to rise gradually. Brazil is expected to have the highest CAGR in Latin America due to increased investment by key companies in the region and growing awareness about maintaining home hygiene.

List of Key Companies in Household Cleaning Products Market

Key Players Focus on New Product Launch to Garner Market Presence

The strategic launch of new goods and the acquisition of smaller businesses are two of the most common methods employed by big firms to improve their market position. Reckitt Benckiser Group, Henkel, and P&G are investing in new product development. The Reckitt Benckiser Group in India developed a new disinfection variant under brand name 'Lizol' in January 2020. The product cleans cement floors only.

LIST OF KEY COMPANIES PROFILED:

• Church & Dwight Co. Inc. (U.S.)


• Colgate-Palmolive Co. (U.S.)


• Godrej Consumer Products Ltd. (India)


• Henkel AG & Co. KGaA (Germany)


• Kao Group (Japan)


• The Procter & Gamble Co. (U.S.)


• Reckitt Benckiser Group Plc. (U.K.)


• S. C. Johnson & Son Inc. (U.S.)


• Goodmaid Chemicals Corporation (Malaysia)


• Unilever NV (U.K.)

KEY INDUSTRY DEVELOPMENTS:

• January 2023: Henkel and Shell Chemical LP announced to have entered in a collaboration with a goal to replace 200,000 tons of crude oil based feedstock used in surfactant manufacturing with renewable raw materials. Henkel will use these renewable based surfactants in their laundry products brands. The move is expected to reduce greenhouse gas emission by up to 120,000 tons, over the five years agreement period.


• March 2022: Henkel and BASF entered a collaboration to replace fossil-based feedstock with renewable feedstock for Laundry and Homecare products. Through this collaboration, 110,000 tons of fossil-based feedstock is expected to be replaced per year, in Henkel cleaning products. The move is likely to help reduce carbon footprint by avoiding a total of 200,000 tons of CO2 emissions.


• January 2022: Henkel Corporation planned to combine its beauty care business with laundry & home care segment. The company is aiming to create new consumer brands through combined new platform.


• December 2021: Unilever launched a new dishwashing liquid with 100% naturally derived ingredients. The product is more renewable, 99% biodegradable and launched in the bottles made with 100& recyclable plastics. The company is aiming to reduce the carbon footprints and reduce the dependency on fossil-based ingredients.


• April 2021: Unilever launched world-first laundry capsule in market made from industrial carbon emissions. The company collaborated with LanzaTech and India Glycols to produce a surfactant made from industrial carbon emissions instead of from fossil fuels. The innovative shift in production utilizes biotechnologies and a newly configured supply chain between the three partners, who are working together for the first time.


• April 2021: Godrej Consumer Products Ltd. (GCPL) launched a new 2-in-1 liquid detergent under its Ezee brand in India. This product is suitable for washing machine and bucket. With the launch of this product, GCPL aimed to de-seasonalize the liquid detergent offerings and enter into regular cloth detergent category.


• February 2021: Henkel launched its toilet cleaners in new packaging, made up of recycled plastics content of up to 75%. The amount of recycled polyethylene (PE) in the packaging of toilet cleaner gels* has been significantly increased – reaching 50 percent for toilet cleaners in the standard range, for example from the Biff brand, and, in the case of cleaners from the Pro Nature range, as much as 75 percent.

REPORT COVERAGE

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The global household cleaning products market report delivers a detailed analysis of the market and emphases on product type segments. Also, it provides insights into key market trends and highlights vital industry developments. In addition to the variables listed above, the study covers a variety of other factors that have contributed to the market's recent expansion. The competitive landscape section contains extensive profiles of the worldwide market's leading significant competitors. This study examines the industry's newest market dynamics and opportunities, as well as historical data and revenue growth estimates at the global, regional, and country levels.

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Report Scope & Segmentation