Household Cleaning Products Market Analysis APAC, North America, Europe, South America, Middle East and Africa - US, Canada, China, Japan, UK - Size and Forecast 2024-2028

Household Cleaning Products Market 2024-2028 

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 growth of the market depends on several factors, such as product visibility, supply deficit, and the availability of household cleaners. Additionally, variations in product offerings, effective measuring of consumer preferences, and the convenience of packaging formats like buckets play crucial roles. Furthermore, factors like product innovation and portfolio extension, the surge in online sales of household cleaning products, and aggressive marketing strategies contribute significantly. Moreover, the expanding housing markets and rising disposable income levels further propel market growth.

What will be the Size of the Household Cleaning Products Market During the Forecast Period?

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The availability and variety of household cleaners are pivotal for maintaining sanitation and promoting well-being. From surface cleansers to disinfectants, bathroom and toilet cleaners, and air care solutions, these products play a critical role in addressing health issues and preventing diarrhea. Consumers seek diverse fragrances and efficient disinfecting and deodorizing capabilities, often preferring packaging formats like spray bottles or automatic scrubbers for convenience. Additionally, laundry detergents and dishwashing products contribute to overall household hygiene, emphasizing the importance of maintaining a clean and healthy living environment.

Market Dynamics and Customer Landscape

In today's fast-paced world, maintaining cleanliness and hygiene at home has become paramount, driving the demand. From surface cleansers to disinfectants and bathroom cleaners to floor cleaners, consumers seek effective solutions to ensure a clean and hygienic living space. The market is witnessing a surge in demand for eco-friendly options, driven by increasing environmental concerns and the desire for safer alternatives to harsh chemical products. With rapid urbanization and changing lifestyles, there's a growing emphasis on personal hygiene and the need for sanitation products that promote overall well-being. As consumers prioritize cleanliness, the market continues to evolve, offering a diverse range of solutions to cater to various preferences and needs. 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.

Key Market Driver

One of the key factors driving the market growth is the growing housing markets and increasing disposable income. There is a significant growth of the housing market through both primary and secondary housing sectors across the world. In addition, the increasing number of new houses built boosts the primary housing market, whereas the rising number of rental houses propels the secondary housing market.

Moreover, the housing market has been playing a pivotal role in shaping the overall home care products industry. In addition, the growth of the housing market positively impacts the global home care products market. Furthermore, the increasing number of new houses and the renovation and modification of existing houses generate new demand for home care items, especially household cleaning products. Hence, such factors are driving the market growth during the forecast period.

Key Market Trends

A key factor shaping the household cleaning products market growth is the growing demand for premium products. Developed economies, including the US, the UK, Canada, and Japan, have been experiencing a growing demand for premium household cleaning products. In addition, convenience, better packaging, and aesthetic appeal are key attributes of premium household cleaning product brands.

Moreover, most consumers in these countries are well-informed about the various cleaning products on the market and look for better performance and quality products. In addition, companies incentivize this to increase their profit margins by charging premium prices for these products, which, in turn, can positively influence growth in this market. Hence, such factors are driving the market growth during the forecast period.

Key Market Challenge

Balancing production cost, price, and quality of products is one of the key challenges hindering the household cleaning products market growth. As the market is growing globally, several manufacturers are trying to introduce newer products in the home care category to set a competitive advantage. However, manufacturers find it difficult to improve and enhance their production processes while complying with the labeling, packaging, and quality standards of finished products.

Thus manufacturers optimize their production costs to achieve the expected margins (as a part of their pricing strategy) and the quality of products. In addition, during the production of household product manufacturers consider factors such as procurement costs, raw material costs, logistics costs, and labor costs, which are rising globally. Hence, such factors are negatively impacting the market. Therefore, it is expected to hinder the market growth during the forecast period.

Market Customer Landscape

The market forecasting research 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 market research and growth report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth and forecasting strategies.

Global  Market Customer Landscape

Who are the Major Household Cleaning Products Market Companies?

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.

Bombril SA: The company offers household cleaning products such as steel wool.

The research report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:

• 3M Co.
• 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.
• Zep Inc.

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.

Market Segmentation

The report offers extensive research analysis on the market with a categorization based on Product, including surface cleaners, dishwashing products, toilet cleaners, and other cleaning agents. It further segments the market by Distribution Channel, encompassing offline and online. Additionally, the report provides Geographical segmentation, covering APAC, Europe, North America, Middle East and Africa, and South America. Market size, historical data (2018-2022), and future projections are presented in terms of value (in USD billion) for all the mentioned segments. The market caters to the essential need for maintaining cleanliness and hygiene within homes. From home hygiene products to disinfection goods and air care solutions, consumers seek effective and convenient solutions to keep their living spaces clean and fresh. With a focus on health issues and preventing ailments like diarrhea, there's a growing demand for hygienic lifestyles and products that offer reliable sanitation. This market witnesses a wide range of offerings, from laundry detergents for clean clothes to surface cleansers and toilet cleansers for maintaining pristine environments. As consumers prioritize cleanliness, the market continues to innovate, offering various formulations and packaging options such as liquid cleaners, aerosol cans, and pump-actuated bottles to suit diverse preferences and needs.

By Product

The surface cleaners segment is estimated to witness significant growth during the forecast period. The growing per capita consumption in developing regions such as South America and APAC is the major driver for this product segment. Moreover, the changing lifestyle of consumers has favorably impacted the sales of surface cleaners. In addition, consumers have changed their usage patterns for surface cleaners, and these products witness daily usage by most consumers in regions such as APAC.

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The surface cleaners segment was the largest segment and was valued at USD 28.65 billion in 2018. Thus, to capture the growing demand, players are venturing into the developing nations of APAC. In addition, Reckitt Benckiser Group Plc (Reckitt Benckiser Group) is one of the leading players for surface cleaners globally. Furthermore, the leading surface cleaning segments of Reckitt Benckiser Group are disinfectant cleaners, multi-purpose cleaners, lavatory cleaners, and specialty cleaners. In addition, while Lysol is the leading brand in the surface cleaners segment in North America, Dettol, a Reckitt Benckiser Group brand of surface cleaners, has the largest share outside North America. Hence, such factors are fuelling the growth of this segment which in turn will drive the market growth during the forecast period.

Regional Analysis

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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. One of the main factors that is fuelling the growth of the market in APAC is the increasing per capita consumption in the region. Moreover, the changing lifestyle of consumers has favorably impacted the sales of surface cleaners. In addition, consumers have changed their usage patterns for surface cleaners, and these products witness daily usage by most consumers in regions such as APAC. Furthermore, to capture the growing demand, players are venturing into the developing nations of APAC. Hence, such factors are driving the market growth in APAC during the forecast period.

Market Analyst Overview

Consumers are increasingly seeking toilet care products with natural ingredients and refreshing scents, promoting a healthier lifestyle while minimizing their carbon footprints. From dishwashing liquid made with naturally derived ingredients to surface deodorizers featuring citrus and other natural fragrances, there's a growing demand for organic cleaning products that are biodegradable and packaged in recyclable plastics. The real estate sector, including housing units, plays a significant role in driving demand for these products, emphasizing the importance of disinfecting and deodorizing solutions in packaging formats like squeeze-and-pour bottles, spray bottles, and automatic scrubbers. Additionally, laundry detergents are evolving to meet consumer preferences for both cleanliness and sustainability.

Household care products play an essential role in maintaining clean and tidy living spaces. These products encompass a wide range of items, including surface cleansers, toilet cleansers, and laundry detergents. The effectiveness of these products often depends on their product ingredients, which can vary from fossil fuel ingredients to renewable and organic alternatives. Consumers often seek products that can effectively remove grime and stain marks while also being mindful of their environmental impact. Additionally, end products like laundry bars and trigger sprays offer convenient solutions for everyday cleaning tasks. In price-sensitive markets, consumers may opt for cheap substitutes, but many prefer trusted branded products known for their quality and reliability. Whether it's cleaning glass, mirrored, or stainless surfaces, or tackling tougher messes with solid abrasive particles and thickened liquid matrix cleaners, household care products are essential for maintaining a clean and hygienic home environment. Natural deodorizers provide a refreshing scent while minimizing exposure to harsh chemicals, contributing to clean and neat living spaces.

Segment Overview

The market report forecasts market growth by revenue at global, regional & country levels and provides market growth analysis of the latest trends and growth opportunities from 2018 to 2028. 

• Product Outlook 
  • Surface cleaners
  • Dishwashing products
  • Toilet cleaners
  • Other cleaning agents
• Distribution Channel Outlook 
  • Offline
  • Online
• Geography Outlook
  • North America
    • The U.S.
    • Canada
  • Europe
    • The U.K.
    • Germany
    • France
    • Rest of Europe
  • APAC
    • China
    • India
  • South America
    • Chile
    • Argentina
    • Brazil
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa

Market Scope
Report Coverage	Details
Page number	170
Base year	2023
Historic period	2018-2022
Forecast period	2024-2028
Growth momentum & CAGR	Accelerate at a CAGR of 4.87%
Market Growth 2024-2028	USD 16.60 billion
Market structure	Fragmented
YoY growth 2023-2024(%)	4.3
Regional analysis	APAC, North America, Europe, South America, and the Middle East and Africa
Performing market contribution	APAC at 31%
Key countries	US, Canada, China, Japan, and UK
Competitive landscape	Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks
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.
Market dynamics	Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period.
Customization purview	If our 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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What are the Key Data Covered in this Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the market between 2024 and 2028
• Precise estimation of the market size and its contribution to the market in focus on the parent market
• Accurate predictions about upcoming trends and changes in consumer behavior
• Growth of the market across APAC, North America, Europe, South America, and the Middle East and Africa
• A thorough analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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