North America Household Care Market Growth Analysis - Market Size, Share, Forecast Trends and Outlook Report (2025-2034)

The North America household care market, valued at USD 21.39 Billion in 2024, has seen substantial growth, with consumers increasingly favouring convenient products such as wipes, sprays, and pods. The market is expected to grow at a compound annual growth rate (CAGR) of 2.40% from 2025 to 2034, potentially reaching USD 27.12 Billion by 2034, driven by the rising focus on health and safety, which has spurred the development of disinfectants and antibacterial cleaners.

North America Household Care Market Growth

The growth of the North America household care market is driven by increasing consumer awareness of hygiene and cleanliness, which is fueling demand for household care products. Manufacturers are continuously innovating, developing convenient options like wipes, sprays, and pods. Eco-friendly, biodegradable products are becoming more popular, supported by robust distribution networks that ensure accessibility. In August 2024, Bath & Body Works announced the expansion of its laundry line to all US stores following its successful debut in 300 locations in 2023. The decision, revealed during the company's first quarter earnings call, was based on strong customer demand. The line initially featured five scents with more variations planned.

Concerns around health and safety have led to an increase in disinfectants and antibacterial cleaners. Busy lifestyles fuel the demand for time-saving cleaning products, while rising disposable incomes enable consumers to spend more on premium household items, impacting North America household care industry revenue. The popularity of multi-purpose products is also on the rise, as consumers seek versatile and customizable cleaning solutions.

Key Trends and Recent Developments

The expansion of the North America household care market is driven by factors such as sustainability and eco-friendly products, technology-driven innovations, an increase in pet care products, and the growth of online shopping and e-commerce.

August 2024

Sunlight introduced its RhamnoClean technology, revolutionising dishwashing by using 100% plant-based, renewable, and biodegradable cleaning ingredients. Unilever developed this patented formula, which offers superior cleaning performance without petrochemicals. The new Sunlight Plus dishwashing liquid delivers both premium performance and sustainability.

April 2024

all® Laundry Detergent introduced all® sensitive fresh™, a hypoallergenic product free of dyes and designed to remove 99% of allergens. With a "Spring Breeze" scent, it received high praise and was named a Product of the Year USA winner, based on a survey of 40,000 consumers.

May 2024

P&G Professional expanded its laundry care range with Tide Professional Commercial Laundry Detergent and Downy Professional Fabric Softener. These products help businesses improve efficiency by providing a trusted clean in one wash, saving time and reducing costs, particularly in industries like hospitality where cleanliness is crucial.

January 2023

Cascade introduced Platinum Plus, a revolutionary dishwasher detergent offering a powerful cleaning formula. This new product eliminated the need for prewashing, rewashing, or hand drying, promising cabinet-ready dishes in one step. Cascade Platinum Plus aimed to save time, effort, and water, with a money-back guarantee.

Sustainability Trends are Increasing Opportunities in the North America Household Care Market

In North America, increasing environmental awareness among consumers is driving demand for eco-friendly household products. Manufacturers are emphasising biodegradable ingredients, recyclable packaging, and the reduction of harmful chemicals. This aligns with the global shift towards sustainability. Inspired by a European manufacturer, a Houston entrepreneur introduced natural cleaning solutions to the US, in July 2024. Her company, Clean Habits, created Synbio, a patented formula that combines prebiotics and probiotics for a five-day clean. Supported by scientific research, Synbio offers a unique, eco-friendly solution, enhancing the trend towards sustainable consumerism in the household care market.

Technology-Driven Innovations is a Key Trend in the North America Household Care Market

The North American household care market is experiencing significant growth due to technological innovations such as smart cleaning devices, automated dispensers, and advanced cleaning formulas. These developments are enhancing cleaning efficiency and simplifying tasks, appealing to tech-savvy consumers. Additionally, the US Environmental Protection Agency (EPA) has updated the Safer Choice and Design for the Environment (DfE) standards. These revisions outline stricter requirements for products and ingredients to qualify for the Safer Choice label, promoting the use of safer chemicals and aligning with the market's increasing demand for environmentally friendly cleaning solutions.

Pet Care Products are Influencing the North America Household Care Market Dynamics and Trends

As pet ownership continues to rise, there is a growing demand for household products tailored to the needs of pet owners. In North America, items like pet-friendly cleaning solutions, stain removers, odour eliminators, and pet hair removal tools are becoming more popular, reflecting the increasing importance of pets in households. In November 2024, HugWith introduced four new pet care products aimed at simplifying grooming for busy pet owners. These include biodegradable Pet Grooming Glove Wipes, Dental Finger Wipes for plaque prevention, Eye Cleaning Wipes for irritation relief, and Ear Cleaning Finger Wipes as a safer alternative to cotton swabs.

Online Shopping and E-Commerce is Impacting the North America Household Care Market Revenue

The growth of e-commerce is significantly transforming the North American household care market. Online platforms give consumers easy access to a broad range of products, often at more competitive prices. This shift has been further driven by the convenience of home delivery, product reviews, and subscription services. According to the U.S. Census Bureau, retail e-commerce sales for Q3 2024 reached USD 300.1 billion, marking a 2.6% increase from Q2 2024, after adjusting for seasonal variation but not price changes.

North America Household Care Market Trends

The growth of the North America household care market is driven by the high demand for high-performance products that provide superior cleaning results. There is an increasing emphasis on improving indoor air quality and reducing allergens, boosting demand for specific household items. Eco-friendly packaging and sustainability trends are also key factors in attracting consumers. In August 2024, Ecolab launched the Ecolab® Scientific Clean product line, offering cleaning solutions for both commercial and residential use, including degreasers and bathroom cleaners, exclusively at The Home Depot.

Sustainability trends remain a significant influence on consumer choices, driving the demand for eco-friendly cleaning products. Technological innovations, such as smart cleaning devices and automatic dispensers, improve product effectiveness. The increase in pet ownership has led to a higher demand for pet-specific cleaning solutions, while government regulations support the use of safer chemicals and the development of more sustainable products, further fostering North America household care market growth.

North America Household Care Industry Segmentation

The report titled “North America Household Care Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

Market Breakup by Products

• Laundry Detergents
• Laundry Additives
• Dishwashing
• Hard Surface Cleaners
• Toilet Care
• Others

Market Breakup by Region

• Canada
• United States of America

North America Household Care Market Share

According to the North America household care market analysis, dishwashing products dominate by offering convenience and time-saving benefits to consumers. These products are designed for superior performance, effectively removing grease and food residues. With eco-friendly, non-toxic formulas, they appeal to environmentally conscious consumers, aligning with sustainability trends. In October 2024, Dropps launched its UltraWash Plus Biobased Power Dishwasher Detergent Pods, which combine advanced cleaning technology with a USDA certified biobased formulation and recyclable packaging. After debuting at Wegmans, Dropps products are now available at Meijer and Save Mart.

The growth of the North America household care market is also driven by toilet care products, essential for hygiene and cleanliness. These products, such as toilet cleaners, disinfectants, and fresheners, eliminate bacteria, stains, and odours while offering convenience and long-lasting freshness. In November 2024, Safely, a home care brand, launched a holiday collection exclusively with Target, featuring three new scents: forest pine, gingerbread chai, and cranberry jubilee. The collection includes a gift set with hand soap, room spray, power dish spray, and universal cleaner (USD 14.99).

Competitive Landscape

The North America household care market key players offer products across various categories, including food and beverages, home care, beauty, and personal care. These companies are dedicated to sustainability, working to reduce their environmental impact and enhance social responsibility through initiatives focused on health, wellbeing, waste reduction, and sustainable sourcing. Their continuous emphasis on innovation and responsible practices has enabled them to maintain leadership within the consumer goods sector.

Unilever Plc

Headquartered in London, United Kingdom, Unilever was established in 1930. The company is a global leader in the production of food, beverages, cleaning agents, and personal care products. Known for its commitment to sustainability and social responsibility, Unilever operates in over 190 countries, providing innovative consumer goods.

The Procter & Gamble Company

Established in 1837 and headquartered in Ohio, United States, Procter & Gamble (P&G) is a multinational consumer goods corporation. It is renowned for producing a wide range of products in categories such as cleaning, health, and personal care. P&G is committed to innovation, sustainability, and corporate social responsibility.

Henkel Corporation

Henkel, founded in 1876 and headquartered in Düsseldorf, Germany, is a global leader in consumer goods, chemicals, and adhesives. The company is known for its strong presence in the beauty, home care, and adhesive industries, with a focus on sustainability and technological innovation in product development.

Kao Corporation

Kao Corporation, founded in 1887 and headquartered in Tokyo, Japan, specialises in a wide range of products, including personal care, beauty, health, and home care goods. Known for its commitment to sustainability, Kao has developed a strong reputation for innovation in its product offerings and environmental initiatives.

Other key players in the North America household care market report are The Clorox Company, Reckitt Benckiser Group PLC, S.C. Johnson & Son Inc., Church & Dwight Co., Inc., and Colgate-Palmolive Company, among others.