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Household Cleaners Products Market Size, Share, & Trends Analysis Report (2023 – 2030)
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Report Overview
The global household cleaners products market was valued at USD 28.9 million in 2022 and is projected to expand at a CAGR of 6.7% from 2023 to 2030. The rising need for hygiene and the increasing awareness of health and safety are driving the growth of the market. The rising disposable incomes of consumers together with the increasing urbanization are also driving the demand for the market. Furthermore, the increasing emphasis on the use of eco-friendly and biodegradable cleaning products is also driving the market.
The demand for household cleaners products is growing due to the rising awareness of hygiene and health among consumers. Moreover, the increasing prevalence of illnesses such as COVID-19, which is highly contagious, is fueling the demand for household cleaners products. The increasing demand for products that are formulated using natural ingredients is also driving the market. In addition, the growing trend of home cleaning services is also driving the market. Consumers are increasingly preferring home cleaning services due to the convenience and affordability offered by them.
Moreover, the rising demand for technologically advanced products is driving the market. For instance, in May 2021, Procter & Gamble launched the new Swiffer SweeperVac, a cordless vacuum cleaner that is designed to provide a deep clean to hard surfaces. It is designed to be lightweight and easy to use. Furthermore, the increasing demand for convenience is also driving the market. For instance, in March 2021, Clorox launched Clorox Multi-Surface Disinfecting Wipes in a pouch that can be used directly without any need for opening the pouch.
The increasing demand for eco-friendly products is another factor driving the market. For instance, in June 2021, Seventh Generation launched a new range of eco-friendly cleaners that are free from dyes, fragrances, and harsh chemicals. The new range includes all-purpose cleaner, glass & surface cleaner, and toilet bowl cleaner. Furthermore, the growing trend of premiumization is also driving the market. For instance, in February 2021, Method launched a new range of premium cleaners that are made from natural ingredients and are free from harsh chemicals.
The increasing number of health-conscious consumers and the growing demand for products offering quick and easy cleaning solutions are some of the major factors driving the market. Furthermore, the increasing trend of germaphobia among consumers is driving the demand for household cleaners products. Additionally, the increasing trend of DIY (Do-It-Yourself) projects is also driving the market. Consumers are increasingly opting for DIY projects to save money and time.
Product Insights
The toilet cleaners segment led the market and accounted for a share of around 40% in 2022. Increasing demand for toilet cleaners is mainly due to the increasing awareness among consumers regarding the health benefits of using these products. Moreover, rising disposable income in developing countries and growing urbanization have further increased the demand for toilet cleaners. According to an article published by Statista, in April 2021, the global sales of toilet cleaners was estimated to be around USD 8.5 billion in 2020.
The dishwashing liquid segment is anticipated to expand at the fastest CAGR of 8.1% over the forecast period. Increasing demand for convenient and cost-effective cleaning solutions is driving the demand for dishwashing liquids. Moreover, manufacturers are launching innovative products such as mild and natural dishwashing solutions to cater to the increasing demand for eco-friendly products. According to an article published by Statista, in April 2021, the global sales of dishwashing liquids was estimated to be around USD 9.3 billion in 2020.
Distribution Channel Insights
The supermarkets and hypermarkets segment accounted for the largest share of over 39.6% in 2022. Supermarkets and hypermarkets are the most preferred channels for purchasing household cleaners due to their one-stop shopping convenience. Consumers are likely to purchase multiple household cleaners products from supermarkets & hypermarkets as these stores offer a wide range of products, at competitive prices and discounts. In addition, these stores provide convenience in comparison to other channels as they are located close to residential areas.
The online segment is projected to register the highest CAGR of 10.8% over the forecast period. The increasing penetration of internet and smartphone usage has led to a shift in the purchase of household cleaners products from brick-and-mortar stores to online stores. The convenience of online shopping makes it easier for consumers to purchase household cleaners at competitive prices and offers. Moreover, the availability of different brands of household cleaners on e-commerce websites is driving the segment growth.
Type Insights
The household cleaners segment accounted for the largest revenue share of 81.6% in 2022. The high demand for household cleaners is due to the increasing health and hygiene awareness among consumers. To meet the increasing demand, leading companies are introducing innovative products for cleaning and disinfecting. For instance, in February 2021, Procter & Gamble introduced the Dawn ultra power clean dishwashing liquid, which is a powerful cleaner for kitchen and dining room surfaces. Furthermore, the increasing number of working women and the rising disposable income of consumers are driving the demand for household cleaners.
The industrial cleaners segment is anticipated to register a CAGR of 8.2% during the forecast period. The increasing demand for industrial cleaners is attributed to the increasing industrialization and the rising demand for cleaning and disinfection solutions in the workplace. Companies are launching new products to meet the rising demand for industrial cleaners. For instance, in August 2020, AkzoNobel, a leading paint and coatings company, launched a ‘Game-Changing’ product, a cleaner and degreaser, for industrial and institutional cleaning.
Regional Insights
Europe dominated the market and accounted for the largest revenue share of over 38.4% in 2021. This growth can be attributed to the presence of leading manufacturers, such as Reckitt Benckiser, Unilever, and Henkel, which have a strong foothold in the region. In addition, the presence of stringent regulations pertaining to the use of biodegradable and eco-friendly products is expected to further drive the growth of the market in the region. For instance, in October 2021, the European Commission proposed plans to reduce the use of single-use plastic products in the region.
The Asia Pacific is projected to register the highest growth rate during the forecast period. This can be attributed to the increasing demand for household cleaners in the region, driven by the rising disposable incomes and urbanization. The emergence of e-commerce platforms has further fuelled the demand for such products. For instance, in April 2021, Alibaba Group Holding Limited collaborated with Unilever to strengthen the presence of the latter in the Asia Pacific.
Financial Projections
In this part of the Household Cleaners Products business plan, we will provide a detailed breakdown of all income and expense categories of the business. These forecasts include cash flow projections and capital requirements for your Household Cleaners Products business. Usually, these projections are drafted for a 5-year period.
Revenue Assumptions
The main source of revenues for a Household Cleaners Products business comes from sales of the products. Here you will find a list with a description of each of the products and other possible sources of profit such as advertising, fundraising, and discounts.
Projecting Expenses
In this section, all the regular expenses related to keeping the Household Cleaners Products business running will be described. The list of operating expenses includes product costs, wages, advertising, utilities, insurance policies, maintenance and repairs, and others.
Key companies & market share insights
Some of the key companies operating in the household cleaners market are increasingly focusing on product launches and expansion of the distribution channel to gain prominent visibility among consumers. Some of the initiatives are:
– In September 2022, Procter & Gamble launched the new line of plant-based cleaners called ‘Seventh Generation’, which is formulated with essential oils and other natural ingredients.
– In August 2022, Clorox launched the new line of ‘Green Works’ household cleaners, which are formulated with biodegradable, plant-based ingredients.
– In July 2022, Reckitt Benckiser launched the ‘Lysol’ range of cleaners, which are designed to kill 99.9% of bacteria and germs.
Some of the prominent players in the household cleaners market include:
– Procter & Gamble Co.
– Reckitt Benckiser
– SC Johnson & Son Inc.
– Church & Dwight Co., Inc.
– The Clorox Company
– Ecolab Inc.
– Jelmar, LLC
– The Caldrea Company
– Seventh Generation Inc.
– Vi-Jon Inc.
Global Household Cleaners Market Segmentation
This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global household cleaners products market based on product, distribution channel, type, and region:
1. Product Outlook (Revenue, USD Million, 2017 – 2030)
– All-purpose Cleaners
– Carpet and Upholstery Cleaners
– Disinfectants and Sanitizers
– Glass and Window Cleaners
– Furniture and Wood Cleaners
– Bathroom Cleaners
– Others
2. Distribution Channel Outlook (Revenue, USD Million, 2017 – 2030)
– Supermarkets & Hypermarkets
– Online
– Departmental Stores
– Others
3. Type Outlook (Revenue, USD Million, 2017 – 2030)
– Natural
– Organic
– Conventional
4. Regional Outlook (Revenue, USD Million, 2017 – 2030)
– North America
– Europe
– Asia Pacific
– Central & South America
– Middle East & Africa
Frequently Asked Questions
[Q]: What are the Major Drivers of the Household Cleaners Market?
[A]: The increasing demand for convenience, health and hygiene benefits, and environmental consciousness are some of the major drivers of the household cleaners market. The growing population and rising disposable incomes are also driving the growth of the market. Increasing awareness about the environmental and health benefits associated with using eco-friendly home cleaning products is also expected to boost the demand for household cleaners.
[Q]: What are the Key Segments of the Household Cleaners Market?
[A]: The major segments of the household cleaners market include products such as laundry detergents, dishwashing liquids, surface cleaners, toilet cleaners, and floor cleaners.
[Q]: What are the Major Regions in the Household Cleaners Market?
[A]: The major regions in the household cleaners market include North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa.
[Q]: What are the Opportunities in the Household Cleaners Market?
[A]: The growing demand for organic and eco-friendly products, the rising trend of using green cleaning products, and the increasing focus on health-consciousness are some of the major opportunities in the household cleaners market.
[Q]: Who are the Key Players in the Household Cleaners Market?
[A]: The key players in the household cleaners market include Unilever, Procter & Gamble, Johnson & Johnson, Clorox, Reckitt Benckiser, and Henkel AG & Co. KgaA.
Research Methodology
Impact Analytix employs a comprehensive and iterative research methodology focused on minimizing deviance in order to provide the most accurate estimates and forecasts possible. The company utilizes a combination of bottom-up and top-down approaches for segmenting and estimating quantitative aspects of the market. In Addition, a recurring theme prevalent across all our research reports is data triangulation which looks market from three different perspectives. Critical elements of the methodology employed for all our studies include:
Preliminary data mining
Raw market data is obtained and collated on a broad front. Data is continuously filtered to ensure that only validated and authenticated sources are considered. In addition, data is also mined from a host of reports in our repository, as well as a number of reputed paid databases. For a comprehensive understanding of the market, it is essential to understand the complete value chain and in order to facilitate this; we collect data from raw material suppliers, distributors as well as buyers.
Technical issues and trends are obtained from surveys, technical symposia, and trade journals. Technical data is also gathered from an intellectual property perspective, focusing on white space and freedom of movement. Industry dynamics with respect to drivers, restraints, and pricing trends are also gathered. As a result, the material developed contains a wide range of original data that is then further cross-validated and authenticated with published sources.
Statistical model
Our market estimates and forecasts are derived through simulation models. A unique model is created and customized for each study. Gathered information for market dynamics, technology landscape, application development, and pricing trends are fed into the model and analyzed simultaneously. These factors are studied on a comparative basis, and their impact over the forecast period is quantified with the help of correlation, regression, and time series analysis. Market forecasting is performed via a combination of economic tools, technological analysis, industry experience, and domain expertise.
Econometric models are generally used for short-term forecasting, while technological market models are used for long-term forecasting. These are based on an amalgamation of the technology landscape, regulatory frameworks, economic outlook, and business principles. A bottom-up approach to market estimation is preferred, with key regional markets analyzed as separate entities and integration of data to obtain global estimates. This is critical for a deep understanding of the industry as well as ensuring minimal errors. Some of the parameters considered for forecasting include:
Market drivers and restraints, along with their current and expected impact
Raw material scenario and supply v/s price trends
Regulatory scenario and expected developments
Current capacity and expected capacity additions up to 2030
We assign weights to these parameters and quantify their market impact using weighted average analysis, to derive an expected market growth rate.
Primary validation
This is the final step in estimating and forecasting our reports. Exhaustive primary interviews are conducted, face to face as well as over the phone to validate our findings and assumptions used to obtain them. Interviewees are approached from leading companies across the value chain including suppliers, technology providers, domain experts, and buyers so as to ensure a holistic and unbiased picture of the market. These interviews are conducted across the globe, with language barriers overcome with the aid of local staff and interpreters. Primary interviews not only help in data validation but also provide critical insights into the market, current business scenario, and future expectations and enhance the quality of our reports. All our estimates and forecast are verified through exhaustive primary research with Key Industry Participants (KIPs) which typically include:
Market-leading companies
Raw material suppliers
Product distributors
Buyers
The key objectives of primary research are as follows:
To validate our data in terms of accuracy and acceptability
To gain an insight into the current market and future expectations
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