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The household cleaning products market size is forecast to increase by USD 16.60 billion at a CAGR of 4.87% between 2023 and 2028. The market is witnessing significant growth due to several key trends and drivers. Product innovation and portfolio extension are crucial factors driving market growth, as companies invest in research and development to launch new and improved cleaning solutions. Additionally, the increasing demand for premium products, offering superior cleaning performance and added benefits, is fueling market expansion. Balancing production cost, price, and quality remains a significant challenge for market participants. To meet consumer expectations, companies must offer high-quality products at competitive prices while maintaining cost-effective production processes. Overall, the market is expected to experience steady growth in the coming years, driven by these trends and challenges.
The market encompasses a range of items designed to maintain home hygiene and promote well-being. Key product categories include surface cleansers, disinfectants, bathroom cleaners, toilet cares , floor cleaners, and air care solutions. These goods cater to consumers' needs for disinfection, deodorization, and sanitation, addressing health issues such as diarrhea and other illnesses. Surface cleansers and disinfectants are essential for maintaining cleanliness and preventing the spread of germs. Bathroom cleaners and toilet cleaners are specifically formulated for these areas, while floor cleaners cater to various floor types. Air care products, including air fresheners and humidifiers, contribute to overall home well-being.
Product visibility and packaging formats play crucial roles in consumer decision-making. Supply deficits in certain regions may impact availability, driving demand for alternative formats like concentrated solutions and automatic scrubbers. Fragrances and measuring tools, such as buckets and spray bottles, are essential accessories for many cleaning products. Additionally, laundry and dishwashing products complete the household cleaning product landscape.
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion" for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
The surface cleaners segment is estimated to witness significant growth during the forecast period. Household spending on cleaning products continues to rise, particularly in developing regions such as South America and APAC, driven by the increasing per capita consumption and shifting consumer preferences towards hygienic lifestyles. Surface cleaners, including those for glass, mirrored, stainless, and wood surfaces, dominate the market. Product innovations, such as liquid cleaners with thickened liquid matrices and trigger sprays, aerosol cans, and pump-actuated bottles, cater to the price-sensitivity of consumers in these markets. Toilet care products, packaging, and fragrances are also key factors influencing sales. Branded products remain popular, but cheap substitutes persist in some markets. Natural ingredients, such as citrus and natural deodorizers, are gaining traction for their eco-friendly and healthier lifestyle appeal.
Dishwashing liquids with naturally derived ingredients, renewable, biodegradable, and recyclable plastics, and lower carbon footprints are also emerging trends. Players, like Reckitt Benckiser Group, are expanding their offerings to meet the growing demand, focusing on quality, pricing, and innovation. The real estate sector and housing units continue to fuel the demand for cleaning and disinfecting solutions.
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The surface cleaners segment accounted for USD 28.65 billion in 2018 and showed a gradual increase during the forecast period.
APAC is estimated to contribute 31% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
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Household spending on cleaning products is projected to increase significantly due to the expanding middle-class population and their rising disposable income in Asia Pacific. By 2035, approximately 1.5 billion individuals are anticipated to join the middle-income bracket (C and C-/D+ class), leading to an increase in household consumption of various goods, particularly home care products. Key players in the region's surface cleaners market include Bombril SA and Unilever PLC. Reckitt Benckiser Group, on the other hand, is a leading player in the toilet care segment with its Harpic brand. Product innovation remains a crucial factor in the market, with a focus on price-sensitivity in developing markets.
Cheap substitutes, such as solid abrasive particles or thickened liquid matrices, are gaining popularity due to their affordability. Brands are responding with new product offerings, including fragranced surface cleaners, natural ingredients, and eco-friendly packaging made from renewable, biodegradable, and recyclable plastics. The trend towards hygienic lifestyles is driving demand for glass, mirrored, stainless, and other high-performance cleaning products. Liquid cleaners and trigger sprays, aerosol cans, and pump-actuated bottles continue to dominate the market. In the toilet care segment, surface deodorizers in squeeze-and-pour bottles and citrus or natural deodorizers are gaining popularity. Quality, pricing, and fragrance are essential factors influencing consumer purchasing decisions.
Natural ingredients, refreshing scents, and dishwashing liquids made from naturally derived ingredients are becoming increasingly popular as consumers seek healthier lifestyles. The real estate sector and housing units are significant markets for household cleaning products, with demand driven by the need for regular maintenance and upkeep. Carbon footprints and the use of fossil-based ingredients are becoming areas of concern for consumers and regulators alike. The industry is responding with more sustainable practices, including the use of renewable resources and biodegradable materials, to reduce environmental impact. Overall, the market in Asia Pacific is expected to grow strongly, driven by demographic trends, product innovation, and consumer preferences.
Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Product innovation and portfolio extension is the key driver of the market. In the fiercely competitive global market, where consumers are presented with numerous options at diverse price points, market participants are innovating new product formulations and launching them to stay ahead. Technological advancements significantly contribute to the expansion of the market. For instance, manufacturers are integrating automated rapid prototyping machines, refilling technology, and spray forms during product processing and packaging stages. In December 2020, Godrej Group introduced ProClean Toilet Cleaner, ProClean Bathroom Cleaner, and ProClean Floor Cleaner, which are concentrated versions of household cleaning products available in a spray format. These new product launches cater to the evolving consumer preferences for deodorizing, easy-to-use packaging formats, such as bucket-less automatic scrubbers and spray bottles, and effective cleaning solutions for Laundry Detergents, Surface Cleaners, and Dishwashing Products.
Growing demand for premium products is the upcoming trend in the market. In developed economies such as the US, the UK, Canada, and Japan, there is a rising preference for premium household cleaning products. Consumers in these regions value convenience, attractive packaging, and superior product performance. Brands catering to this demand offer a range of premium cleaning solutions, such as Laundry Detergents, Surface Cleaners, and Dishwashing Products. These include Bar Keepers Friend's Cleanser and Polish, Soft Cleanser, MORE Spray and Foam, Cookware Cleanser and Polish, and Cooktop Cleaner. Premium pricing is a common strategy employed by companies to boost their profit margins, thereby driving growth in the market during the forecast period.
Household cleaning products come in various formats, including bucket solutions and automatic scrubbers, as well as spray bottles for easy application. Consumers' increasing awareness of product offerings and their quest for better quality and performance further fuel market growth.
Balancing production cost, price, and quality of products is key challenge affecting the market growth. The market is experiencing significant growth worldwide, driving manufacturers to innovate and introduce new offerings in the home care sector. However, producing these products while adhering to labeling, packaging, and quality regulations poses challenges for manufacturers. To maintain profitability, they optimize production costs, considering expenses related to procurement, raw materials, logistics, and labor. In the production of laundry detergent, surface cleaners, and dishwashing products, manufacturers employ various packaging formats such as buckets and automatic scrubbers, as well as spray bottles. Deodorizing agents are also incorporated to enhance the appeal and effectiveness of these products.
The market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
3M Co. - The company caters to the household cleaning needs of consumers by providing a range of products, including steel wool pads. These items are essential for maintaining a clean and hygienic home environment.
The market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market encompasses a range of end products, including surface cleansers, disinfectants, bathroom cleaners, toilet cleaners, floor cleaners, air care, and laundry detergents. Product visibility and supply deficits have been major concerns in this market, leading to a growing demand for disinfection goods. Product ingredients have become a significant focus, with consumers increasingly seeking eco-friendly alternatives to harsh chemical products. The surface cleansers segment dominates the market, driven by the need to remove grime and stain marks. Disinfectants are gaining popularity due to health issues such as diarrhea and other hygiene concerns. The toilet cleaners segment is also witnessing growth due to the importance of sanitation and well-being.
The laundry detergents segment is another major contributor to the market, with consumers seeking clean clothes and effective stain removal. The use of fossil fuel ingredients in household care products has raised environmental concerns, leading to strategic launches of eco-friendly alternatives. Changing lifestyles and rapid urbanization have increased the demand for household cleaners. Air care products, such as air fresheners, are also gaining popularity due to their ability to improve indoor air quality. The hours spent on cleaning have decreased, leading to an increased demand for convenient and efficient cleaning solutions. Fragrances are a key factor in consumer preferences, with variations catering to different tastes and preferences.
The market is expected to grow further due to the increasing awareness of the importance of personal hygiene and the need for effective cleaning solutions.
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Market Scope |
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Report Coverage |
Details |
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Page number |
170 |
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Base year |
2023 |
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Historic period |
2018-2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 4.87% |
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Market growth 2024-2028 |
USD 16.60 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
4.3 |
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Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
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Performing market contribution |
APAC at 31% |
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Key countries |
US, Canada, China, Japan, and UK |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
3M Co., Bombril SA, Church and Dwight Co. Inc., Dropps, Earth Friendly Products, Godrej Consumer Products Ltd., Henkel AG and Co. KGaA, Kao Corp., Kimberly Clark Corp., McBride Plc, Reckitt Benckiser Group Plc, RSPL Ltd., S.C. Johnson and Son Inc., Saraya Goodmaid Sdn. Bhd., Star Brands Ltd, The Clorox Co., The Procter and Gamble Co., Unilever PLC, Wipro Ltd., and Zep Inc. |
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Market dynamics |
Parent market analysis, market growth inducers and obstacles, market forecast, fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, market condition analysis for the forecast period |
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Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Product
7 Market Segmentation by Distribution Channel
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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