Global Household Cleaning Products Market Outlook, 2028

The Household cleaning products industry plays a pivotal role in maintaining the cleanliness, hygiene, and overall well-being of households worldwide. As an indispensable part of our daily lives, this industry encompasses a diverse range of products specifically designed to tackle various cleaning tasks efficiently and effectively. From surface cleaners and disinfectants to laundry detergents and specialised products for glass, kitchen, and bathroom cleaning, the sector caters to a multitude of needs. Over the years, the industry has witnessed remarkable growth and innovation, driven by advances in technology, changing consumer preferences, and increasing awareness about health and environmental concerns. With a relentless pursuit of eco-friendly and sustainable solutions, major players and emerging startup alike are striving to reduce the environmental impact of their products while ensuring exceptional performance and safety for consumers. The Household cleaning products industry is not only about maintaining a pristine environment but also about fostering a healthier and more sanitised living space for individuals and families around the globe. As a result, it remains a dynamic and competitive market, continually evolving to meet the demands of a fast-paced and hygiene-conscious world. In various cultures, cleaning is associated with symbolic meanings. For instance, in certain African and Middle Eastern cultures, cleaning the house before special events or festivals symbolises a fresh beginning and the removal of bad luck or negative energies. Furthermore, many cultures have traditional cleaning methods and practises that are part of their heritage. These techniques are often cherished and preserved, showcasing a connection to the past. For example, Native American cultures have traditional methods of cleaning and smudging with sacred herbs like sage to purify living spaces.

According to the research report, Global Household Cleaning Products Market Outlook, 2028 the Household Cleaning Products market is expected to cross USD 173.71 Billion in size, increasing from USD 131.18 Billion in 2022. The global market is forecast to grow at a 4.90% CAGR by 2023-28. Rising public awareness of the need to keep the home clean has become one of the key driving forces behind the expansion of the household cleaner industry. Furthermore, the widespread availability of home cleansers in a variety of flavours and smells is expected to drive market growth. Natural or green household cleaners are becoming more popular among consumers because they create a feeling of sustainability and do not contain dangerous chemicals. This reduces the danger to one's health. Many firms are releasing eco-friendly household cleaning products. The rise of the Internet of Things (IoT) has introduced smart cleaning devices that can be controlled and monitored remotely through smartphones or other connected devices. These devices include robotic vacuum cleaners, mops, and window cleaners that can efficiently clean various surfaces without human intervention. Some of these devices are equipped with AI and machine learning capabilities to adapt to different environments and optimise cleaning performance. Furthermore, Alternative cleaning methods that eliminate or minimise the use of chemical cleaning agents have gained popularity. Technologies such as steam cleaning, ultrasonic cleaning, and UV disinfection are being incorporated into household cleaning appliances and devices. These methods rely on heat, pressure, or other physical processes to clean and sanitise surfaces without the need for harsh chemicals. Furthermore, Unilever launched the world's first laundry capsule made from industrial carbon emissions. The company collaborated with LanzaTech and India Glycols to produce a surfactant made from industrial carbon emissions instead of fossil fuels. The innovative shift in production utilises biotechnologies and a newly configured supply chain between the three partners, who are working together for the first time.

Based on the region, North America is dominating the market with a major revenue share of 29.17% CAGR by 2023-28.

During the projected period, the North American market is predicted to develop significantly due to increased environmental concerns, which are driving demand for safe and organic homecare products. Adoption of a healthy lifestyle, along with an increased concern for hygiene, has been a significant driver for the home cleaning industry in North American countries such as the United States and Canada in recent years. The well-established real estate industry, household expenditure, and housing unit expansion are some of the drivers driving household cleaner sales in the United States. North American households have a long-established culture of cleanliness and hygiene. Regular cleaning practises are ingrained in daily routines, leading to a consistent demand for household cleaning products. With increasing urbanisation and busy lifestyles, many North American consumers prefer convenient and time-saving solutions for household chores. As a result, there is a strong demand for efficient and effective cleaning products that can simplify cleaning tasks and save time. On the other hand, Europe is the second-largest market for household cleaning products, and Europe is home to a large and diverse consumer base across different countries and regions. This population's demand for household cleaning products drives the market's size and growth. Furthermore, European countries generally have a high standard of living, which translates to higher disposable income for households. With greater purchasing power, consumers in Europe are more inclined to invest in a wide range of household cleaning products to maintain cleanliness and hygiene in their homes.

Based on the product type, the laundry detergent segment will dominate the market with more than 55% market share in 2022.

Raising awareness about the necessity of cleanliness is projected to propel the market under consideration. As a consequence, rather than changing towards a lower-cost, private-label household product, customers' preference for well-known, higher-priced detergents was found, particularly among the high-income or middle-income groups. Furthermore, demand for cleaning items, such as laundry detergent, exceeded supply, implying that makers of home essentials sold more with fewer bargains and discounts. Furthermore, rising consumer preferences for scented laundry care products and non-allergenic or green goods, as well as the creation of new products, are gaining customer acceptance and propelling the laundry detergent business forward. As a result of this element, vendors create laundry care products with distinctive packaging, smell, quality, and pricing, allowing them to distinguish their products from rivals. For example, in March 2021, Kao Corporation intended to use 100% recycled polyethylene terephthalate (PET) plastic for the first time in Japan. It will be used for the company's new Attack Zero laundry detergent and CuCute Dishwashing Foam Spray bottles. By 2025, Kao plans to use only 100% recycled PET bottles for household and personal care packaging. On the other hand, surface cleaners and floor cleaners have the second-highest market share. Surface cleaning products are chemicals or compositions designed to clean a range of surfaces. They are intended to remove dirt, stains, dust, germs, and other pollutants from a variety of surfaces, such as worktops, floors, appliances, walls, and glass. These products are frequently liquids, gels, or sprays that are immediately sprayed on the surface to be cleaned. Cleaning products are usually made up of a combination of active ingredients such as detergents, solvents, surfactants, disinfectants, and, in some circumstances, scents. These components work together to break down and remove dirt, grease, and grime from surfaces, leaving them clean and sanitised. The COVID-19 pandemic heightened global awareness about the importance of hygiene and cleanliness. Governments, health organisations, and experts emphasised the need to frequently clean and disinfect surfaces to reduce the spread of the virus. This increased emphasis on hygiene led to a surge in demand for surface cleaning products.

Based on Nature types (chemical and natural), the natural segment will dominate the market with over USD 110 Billion in 2022.

Some cultures have specific cleaning rituals and traditions that are passed down through generations. These traditions involve the use of specific cleaning products or ingredients, including chemical-based cleaners that hold cultural significance in maintaining a clean and harmonious living space. In some cultures, certain chemical-based cleaning ingredients have been used for generations and are considered effective and essential for various cleaning tasks. For example, in many Western cultures, bleach and ammonia-based cleaners have been commonly used for disinfection and stain removal. Furthermore, Cultures that embrace modernization and technological advancements may be more inclined to adopt chemical-based household cleaning products, as they are often marketed as efficient and time-saving solutions. Moreover, chemical-based cleaning products offer a wide range of cleaning solutions, from everyday surface cleaners to specialised products for specific cleaning tasks like glass, kitchen, bathroom, and floor cleaners. These products are formulated to effectively remove dirt, stains, grease, and grime from various surfaces. In the future, the natural segment will grow at the highest CAGR rate because consumers are increasingly concerned about the potential health risks associated with exposure to harsh chemicals found in conventional cleaning products. Natural household cleaning products often use non-toxic ingredients, making them safer for users and reducing the risk of harmful side effects.

Based on application (fabric, Kitchen, Floor, bathroom, and others), the fabric segment lead the market with more than 55% share in 2022.

The need to clean and maintain fabric items like clothes, linens, and towels is a daily necessity for individuals and families. As a result, fabric cleaning products have a high level of consumption, contributing to their prominence in the household cleaning market. Manufacturers continuously innovate in the fabric cleaning segment to improve product efficacy and address consumer needs. This includes the development of specialised detergents for stain removal, fabric refreshers, and fabric-specific additives. Fabric cleaning products cater to a universal need, transcending cultural and regional boundaries. Regardless of cultural and lifestyle differences, the need to clean and care for fabrics is a shared aspect of daily life across the globe. In the future, the bathroom will grow at the highest CAGR rate. The COVID-19 pandemic has brought hygiene to the forefront of public consciousness. As people become more aware of the importance of maintaining a clean and sanitised bathroom environment, the demand for bathroom cleaning products is expected to rise significantly. Home improvement and renovation activities often include upgrading bathroom spaces. As people invest in modernising their bathrooms, they are likely to use specialised cleaning products to maintain the appearance and cleanliness of their upgraded spaces.

Based on the Distribution channels, which include supermarkets and hypermarkets, convenience stores, online retail stores, and other distribution channels, supermarkets and hypermarkets dominate the market with more than 40% market share.

Supermarkets and hypermarkets have a vast and extensive network of stores that are spread across different regions and countries. This wide geographic coverage allows them to reach a large number of consumers in both urban and rural areas. Furthermore, Supermarkets and hypermarkets offer a one-stop shopping experience for consumers, making household cleaning products readily available and easily accessible. Consumers can find a comprehensive range of cleaning products from various brands under one roof. These retail formats provide a wide variety and assortment of household cleaning products, including different brands, formulations, sizes, and price points. This extensive product selection caters to diverse consumer preferences and needs. In the future, online retail stores will grow at the highest growth rate. The global trend towards e-commerce has been accelerating, and this growth is expected to continue in the future. Consumers are increasingly comfortable with online shopping due to its convenience, accessibility, and wider product selection. Furthermore, the rise of mobile devices and shopping apps has made online retail even more accessible. With the increasing use of smartphones and tablets, consumers can easily browse and purchase household cleaning products on the go.

Based on the Laundry Detergent products, which include powder, liquid, pod, fabric softeners and conditioners, stain remover, and bar, the powder is leading the market with the highest market share with more than 35% in 2022.

Powdered laundry detergent has been on the market for a long time and is one of the most traditional and familiar forms of laundry cleaning products. Consumers are accustomed to using powdered detergents and may continue to prefer them due to habit and familiarity. Furthermore, powdered laundry detergent is often more cost-effective compared to liquid or single-dose detergent options. It generally comes in larger packaging sizes, providing more wash loads per package, which appeals to price-conscious consumers. Additionally, consumers are purchasing detergents with various smells since fresh perfumes are now fashionable, which makes them popular in urban areas and fuels the market's expansion. Additionally, the growing urban and fast-paced lifestyles are already driving major market participants to develop innovative customer-drawing techniques. These kinds of elements are anticipated to fuel market expansion. Furthermore, the Pod will grow at the highest CAGR rate. In Addition, the growing use of washing facilities in emerging countries is driving market growth. Growth in the hotel sector, expanded franchising prospects, more internet penetration, faster economic development, and busy lives in the laundry sector are likely to boost market improvement. Because of the convenience, there is an increasing demand for on-demand laundry services, which will drive market expansion.

Based on the Dishwashing Products considered in this report, which include liquid, Bar, powder, paste, and Tablet, the Liquid will lead the market with more than 60% market share in 2022.

Liquid dishwashing products are easy to use and offer convenience in the kitchen. They come in pre-measured bottles with easy-to-use dispensers, allowing users to apply the right amount of detergent directly to dishes, pots, and pans. Furthermore, liquid dishwashing detergents are formulated to effectively cut through grease and remove stubborn food residues, making them highly efficient for cleaning dishes and cookware. Also, liquid dishwashing detergents often produce rich and quick lathering, enabling users to cover a large number of dishes with a small amount of product. In some cultures, dishwashing is seen as a communal or family activity where different members come together to wash and dry dishes after meals. There are specific washing techniques or rituals passed down through generations, emphasising thorough cleaning and hygiene. In regions with strong environmental values, households may opt for eco-friendly liquid dishwashing products that are biodegradable and have minimal impact on the environment.
Based on the Surface cleaner products, which include the Floor, multipurpose, and Specialised, among them the Floor is leading the market. Furthermore, the Toilet Cleaner segment includes the liquid, in-cistern, and rim block, among which the liquid is leading the market with the highest market share.

Floors in homes, offices, commercial spaces, and public areas experience the highest foot traffic compared to other surfaces. As a result, they accumulate more dirt, dust, and spills, making regular cleaning a necessity. Furthermore, Clean and well-maintained floors enhance the overall aesthetic appeal of a space. Consumers prioritise floor cleaning to create a visually pleasing and inviting environment. Furthermore, with increasing urbanisation and busy modern lifestyles, consumers seek cleaning products that offer quick and efficient solutions for maintaining clean floors. In the toilet cleaner segment, Liquide is dominating the market with the highest market share. Liquid toilet cleaners typically come in user-friendly squeeze bottles or trigger sprays, making them easy to apply directly to the toilet bowl. The liquid consistency allows for better coverage and penetration of stains. Liquid toilet cleaners often come in various scents, offering consumers the choice to select a fragrance that provides a fresh and clean-smelling toilet after use.

Trends:

Smart Cleaning Devices: The smart cleaning devices trend refers to the increasing integration of advanced technology, such as artificial intelligence and internet connectivity, into household cleaning products. These devices are designed to automate and enhance the cleaning process, offering consumer’s convenience, efficiency, and control over their cleaning routines. Smart cleaning devices include robotic vacuum cleaners, mops, and other automated appliances that can navigate through spaces, detect obstacles, and optimize cleaning patterns. They often come with companion mobile apps, enabling users to schedule cleaning sessions, monitor progress remotely, and receive real-time alerts. This trend has gained popularity as consumers seek innovative solutions to simplify their cleaning tasks and embrace the benefits of a connected and automated lifestyle.

Natural and Plant-Based Formulations: The trend of natural and plant-based formulations in the household cleaning market refers to the increasing popularity and demand for cleaning products made from environmentally friendly and sustainable ingredients derived from plants and natural sources. Consumers are becoming more conscious of the impact of traditional cleaning products on the environment and their potential health effects. As a result, they are seeking alternatives that are free from harsh chemicals, toxins, and synthetic fragrances. Furthermore, Natural and plant-based cleaning formulations typically use ingredients such as citrus extracts, essential oils, vinegar, baking soda, and plant-derived surfactants. These ingredients are biodegradable and pose fewer risks to the environment and human health. Products with such formulations are often labelled as eco-friendly, green, or biodegradable, and they are recognized for their reduced ecological footprint.

Recent Development:

In April 2022, J.R. Watkins launched their clean and powerful Foaming Dish Soap in select Target stores in Califonia. The soap is formulated with plant-derived cleansing agents such as coconut and is hypoallergenic, dermatologically tested, and free of sulphates, parabens, and triclosan. The formulas is also free of petroleum-based and sulphate cleansing.
In March 2022, Palmolive and Walmart launched the dish soap category Palmolive Shake & Clean Dish Soap, The bottle in the starter kit is made from 100% recycled plastic and both the bottle and carton are widely recyclable.

In February 2022, The Henkel Company launched a new dishwashing liquid range, Pril Stark & Naturlich, featuring natural ingredients and sustainable packaging. Pril offers a refillable pump dispenser, the bottle body is made exclusively from recycled plastic, and the refill pouch saves 70 percent plastic compared to the pump dispenser. The formula contains 93 percent of ingredients of natural origin as well as food-certified colorants and fragrances.

In March 2023, The Procter & Gamble Company launched new product under its fabric care product line. This launch includes spring home & fabric care limited edition range of products for its brands such as Fairy and Lenor. This launch expanded its product portfolio in the fabric care product line.

In November 2022, Reckitt Benckiser Group PLC and Essity AB, manufacturer of consumer goods launched co-branded range of products, which include Antibacterial Multipurpose Cleaner Spray and antimicrobial Foam Soap and a Hand Sanitizer Gel for use in Tork dispensers. This launch expanded its current product offering and strengthened its business presence.

Companies covered in this report:

Unilever plc, The Procter & Gamble Company, Henkel AG & Co. KGaA, Colgate-Palmolive Company, The Clorox Company, Church & Dwight Co., Inc., Reckitt Benckiser Group plc, Kao Corporation, Amway Corporation, Godrej Consumer Products Limited, Ecolab Inc, McBride plc, Jyothy Labs Ltd , Goodmaid Chemicals Corporation , S. C. Johnson & Son, Inc, Lion Corporation, Dabur Ltd , Bolton Group Srl, Zep Inc., Nirma, Zep Inc.

Considered in this report

• Geography: Global
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Global Household Cleaning Products market Outlook with its value and forecast along with its segments
• Country-wise Household Cleaning Products market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Region covered in the report:

• North America
• Europe
• Asia Pacific
• South America
• Middle East and Africa

By Products types

• Laundry Detergents (Powder, Liquid, Pod, Fabric Softeners and Conditioners, Stain Remover)
• Dishwashing Products (Liquid, Tablet, Bar, Powder, Paste)
• Surface Cleaner / Floor Cleaner (Floor cleaner, Specialized Cleaner, Multi-Purpose)
• Toilet Care Products (Liquid, In-cisterns & rim Block, other)
• Glass Cleanser Products

By Nature type:

• Chemical
• Natural

By Application:

• Fabric
• Kitchen
• Floor
• Bathroom
• Others (Windows)

By Distribution channel

• Supermarkets/Hypermarkets
• Convenience Stores
• Online Retail Stores
• Other Distribution Channels

By Laundry Detergent

• Powder
• Liquid
• Pod
• Fabric Softeners and Conditioners
• Stain Remover
• Bar

By Dishwashing Products

• Liquid
• Bar
• Powder & Paste
• Tablet

By Surface Cleaner:

• Floor
• Multipurpose
• Specialized

By Toilet Cleaner

• Liquid
• In-cisterns & rim Block