Household Cleaning Products Global Market Report 2024

The household cleaning products market size has grown strongly in recent years. It will grow from $116.76 billion in 2023 to $126.64 billion in 2024 at a compound annual growth rate (CAGR) of 8.5%. The increase observed in the historical period can be ascribed to rising health and hygiene awareness, urbanization and changing lifestyles, environmental concerns, product innovation and branding, and the prevalence of dual-income households.

The household cleaning products market size is expected to see strong growth in the next few years. It will grow to $178.3 billion in 2028 at a compound annual growth rate (CAGR) of 8.9%. The expansion anticipated in the forecast period can be linked to pandemic-driven hygiene practices, smart home integration, an increased focus on disinfection, sustainable packaging, and the rise of private labels. Major trends projected for the forecast period encompass the rise in eco-friendly and sustainable products, the growth of disinfectant and antimicrobial products, the expansion of e-commerce channels, innovations in packaging design, and the integration of smart and connected technologies.

The household cleaning products market is expected to grow with the increasing awareness of natural cleaning products. Consumers are shifting towards natural or "green" household cleaners, as they are perceived as sustainable and do not contain harmful chemicals. Initiatives such as the Environmental Protection Agency's revitalized Design for the Environment logo for eco-friendly antimicrobial solutions and Sensormatic Solutions' survey on consumer preferences highlight the crucial role of sustainability in driving the household cleaning products market.

The household cleaning products market is expected to witness growth fueled by the increasing disposable income of individuals. Disposable income, representing the total income available for spending and saving after tax deductions, influences consumer behavior. With a rise in disposable income, consumers are more likely to allocate a portion of their budget to non-essential goods, such as household cleaning products. For instance, the Australian Bureau of Statistics reported a notable uptick in net disposable income per household in Australia, reaching $139,064, contributing to increased spending on cleaning products and innovative solutions.

The trend of ingredient transparency is gaining popularity, with premier companies swiftly transitioning towards providing consumers with clear information. Consumers are increasingly interested in knowing the composition of cleaning products and whether they are made from natural or plant-based raw materials. For instance, in June 2022, the American Cleaning Institute (ACI), a US-based non-profit organization representing cleaning product producers, launched the "What Cleaning Ingredients Do" tool. This tool, designed to enhance consumer understanding through greater transparency, is a searchable database featuring 800+ chemical ingredients commonly found in household cleaners, each accompanied by consistent, consumer-tested function descriptions.

Premier companies in the market are directing their efforts towards the development of innovative laundry care products, including sustainable laundry detergent, to meet increasing demand and expand their customer base. Sustainable laundry detergent refers to a cleaning product designed for washing clothes that incorporates environmentally friendly and socially responsible practices throughout its production, use, and disposal lifecycle. For instance, Henkel AG & Co. KGaA, a Germany-based consumer goods company, launched an ultra-concentrated version of its eco liquid laundry detergent in April 2022. Packaged in a new eco bottle made entirely from 100% recycled plastic, this detergent employs a grip format that utilizes less plastic compared to a through-handle design. The ultra-concentrated formula allows for more loads per bottle, contributing to reduced environmental impact.

In April 2021, Spectrum Brands Holdings, Inc., a USA-based company offering home-essential cleaning products, announced the acquisition of For Life Products LLC (Rejuvenate) for approximately $300 million. Through this strategic move, Spectrum aims to capitalize on For Life Products' efficient supply chain and robust customer relationships, fostering future growth and creating value through substantial revenue and manufacturing synergies. For Life Products, LLC, is a USA-based manufacturer of household cleaning and maintenance products.

Major companies operating in the household cleaning products market report are The Procter & Gamble Company, Unilever, Henkel AG & Co. KGaA, The Dial Corporation, Colgate-Palmolive, Reckitt Benckiser Group PLC, Kao Group, S. C. Johnson & Son Inc., Amway Corporation, The Clorox Company, Church & Dwight Co. Inc., The Sun Products Corporation, Dabur India Limited, Godrej Consumer Products Limited, Zep Inc., Nice-Pak Products Inc., Werner & Mertz GmbH, Grove Collaborative, The Honest Company, McBride PLC, CareClean, KLEEN, Ecover, Bombril S/A, everdrop GmbH, Astley Dye & Chemical Co. Ltd., Jelmar LLC, For Life Products, Method Products PBC, Aqdot Limited, Seventh Generation.

North America was the largest region in the household cleaning products market in 2023. Asia-Pacific is expected to be the fastest-growing region in the market. The regions covered in the household cleaning products market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the household cleaning products market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The primary types of household cleaning products include dishwashing products, toilet cleaners, surface cleaners, and laundry detergents. Dishwashing products, containing detergents for cleaning and removing food soil, are primarily used in kitchen appliances. These products are distributed through channels such as supermarkets, convenience stores, and online retail, finding applications in the bathroom, kitchen, and on floors.

The household cleaning product market research report is one of a series of new reports that provides household cleaning product market statistics, including household cleaning product industry global market size, regional shares, competitors with a household cleaning product market share, detailed household cleaning product market segments, market trends and opportunities, and any further data you may need to thrive in the household cleaning product industry. This household cleaning product market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The household cleaning product market consists of sales of household cleaning products such as disinfectants and glass cleaners. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.