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Home Care Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

  • ID: 4828006
  • Report
  • May 2021
  • Region: Global
  • 125 pages
  • Mordor Intelligence


  • Church & Dwight Co., Inc.
  • Henkel AG & Co. KGaA
  • Kao Corporation
  • Quimica Amparo Ltda
  • S.C. Johnson & Son Inc.
  • The Clorox Company
The global home care market is projected to grow at a CAGR of 4.5% during the forecast period (2021 - 2026).

More time at home due to COVID 19 factors like lockdown measures, work from home scenario and home quarantine created the need for killing germs with the added benefit to reducing the chance of infection, particularly in the frequent contact areas. With around 84% of the consumer changed the way they clean their homes, thereby players positioned their products to cope up with the pandemic surge.

As consumers have become more conscious about personal and home hygiene, the post-COVID-19 pandemic, the demand for laundry care, surface care, and toilet care related products, both personal and commercial, would witness an escalating growth phase. ​

Also, in the recent past, online spending by consumers has risen significantly, which, in turn, has boosted the online sales of household cleaners. Procter & Gamble, Henkel AG, Unilever, Church & Dwight, and Reckitt Benckiser Group are some of the leading players offering home care products globally.

Further, consumers are more informed and concerned about personal and environmental health with connected platforms. According to several studies, more than 20% of consumers globally prefer products with packaging that is sustainable and/or made from recycled materials, thereby leading to the demand for products with free-from claims over the medium term.

Key Market Trends

Adoption of Healthier Lifestyle Owing to Increased Household Expenditure

The growing importance of healthier lifestyles with rising concerns among individuals about health and hygienic living, free of germs, bacteria, dust, and dirt has led to rising in per capita spending on home care products. In addition, a heightened awareness of the importance of indoor air quality and growing concerns on the impact of impure air quality on the general well-being of people have raised the demand for air purifiers in the last few years. Air purifiers reduce allergies among sensitive people by removing dust, pet dander, pollen, mold spores, and dust mite feces. From the past few years, the fragrance is playing a vital role in household cleaning products as consumers are increasingly looking for products that offer a strong pleasant odor, which, in turn, makes vendors differentiate their offerings in terms of packaging, quality, pricing, and fragrance.

North America Holds the Largest Market Share

The adoption of a healthier lifestyle coupled with the increasing concern for hygiene has been one of the key drivers for the home care market in North American countries such as the United States. The well-established real estate sector and household expenditure, growth in housing units are some of the factors which are directly related to the sales of home care in the United States. For instance, as per the US Census Bureau, the number of housing units reached 138.53 million in 2018, from 131.82 million in 2010, contributing toward the sales of home care products in the United States on a significant scale. Vendors are introducing innovative products in terms of functionality, new ingredients, packaging, and fragrances. Consumer awareness and product knowledge about various home care products have led to the introduction of high performance and quality products. For instance, the rise in health consciousness among consumers regarding the prevalence of harmful diseases such as diarrhea has led to the rise in the sales of toilet care products.

Competitive Landscape

The global home care market faces high competition due to the majority of the share is held by the leading players, including Procter & Gamble, Unilever, Church & Dwight, and Reckitt Benckiser Group Plc. Key players are focusing on online distribution channels for their online marketing and branding of their products in order to expand their geographic reach and increase their customer base. Leading manufacturers in the home care market are focusing to leverage opportunities posed by emerging markets of Asia-Pacific, like China and India, to expand their revenue base. Companies are differentiating their products in terms of functionalities, ingredients, price, odor, packaging, format in order to gain a competitive advantage.

Reasons to Purchase this report:
  • The market estimate (ME) sheet in Excel format
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Note: Product cover images may vary from those shown


  • Church & Dwight Co., Inc.
  • Henkel AG & Co. KGaA
  • Kao Corporation
  • Quimica Amparo Ltda
  • S.C. Johnson & Son Inc.
  • The Clorox Company
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study



4.1 Market Drivers
4.2 Market Restraints
4.3 Porter's Five Forces Analysis
4.3.1 Threat of New Entrants
4.3.2 Bargaining Power of Buyers/Consumers
4.3.3 Bargaining Power of Suppliers
4.3.4 Threat of Substitute Products
4.3.5 Intensity of Competitive Rivalry

5.1 By Product Type
5.1.1 Air Care
5.1.2 Dishwashing
5.1.3 Bleach
5.1.4 Insecticides
5.1.5 Laundry care
5.1.6 Surface care
5.1.7 Toilet care
5.1.8 Others
5.2 By Distribution Channel
5.2.1 Supermarket/ Hypermarkets
5.2.2 Convenience Stores
5.2.3 Online Stores
5.2.4 Others
5.3 Geography
5.3.1 North America United States Canada Mexico Rest of North America
5.3.2 Europe United Kingdom Germany France Italy Spain Russia Rest of Europe
5.3.3 Asia Pacific India China Japan Australia Rest of Asia Pacific
5.3.4 South America Brazil Argentina Rest of South America
5.3.5 Middle East & Africa Saudi Arabia South Africa Rest of Middle East & Africa

6.1 Most Active Companies
6.2 Most Adopted Strategies
6.3 Market Share Analysis
6.4 Company Profiles
6.4.1 Unilever
6.4.2 Reckitt Benckiser Group Plc
6.4.3 The Procter & Gamble Company
6.4.4 S.C. Johnson & Son Inc.
6.4.5 Henkel AG & Co. KGaA
6.4.6 Kao Corporation
6.4.7 Quimica Amparo Ltda
6.4.8 Church & Dwight Co., Inc.
6.4.9 The Clorox Company
6.4.10 The Romero Group (Alicorp SAA)​


Note: Product cover images may vary from those shown
  • Unilever
  • Reckitt Benckiser Group Plc
  • The Procter & Gamble Company
  • S.C. Johnson & Son Inc.
  • Henkel AG & Co. KGaA
  • Kao Corporation
  • Quimica Amparo Ltda
  • Church & Dwight Co., Inc.
  • The Clorox Company
  • The Romero Group (Alicorp SAA)​
Note: Product cover images may vary from those shown