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Household Cleaners Market

Household Cleaners Market: Information by Ingredients (Natural, Chemical), Product (Surface Cleaner, Glass Cleaner), Distribution Channel (Offline, Online), and Region — Forecast till 2030

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Market Overview

The global household cleaners market size was valued at USD 32.37 billion in 2021, and it is anticipated to reach USD 47.04 billion by 2030 at a CAGR of 4.24%.

Chemical preparations explicitly designed for cleaning the home and maintaining personal hygiene are known as household cleaning products. They are significant contributors to day-to-day operations in many ways. The chemical component includes strong acids and bases, insecticides, and organic solvents, among its constituents. It includes a diverse collection of goods such as surface cleaners, glass cleaners, bleaches, specialized cleaners, and many more.

The Colgate-Palmolive Company, Henkel AG & Co. KGaA, and Procter & Gamble are only some of the most well-known names in the household cleansers industry on a global scale. In addition, the markets for household cleaners are experiencing rapid expansion in Asia and the Pacific regions. China is the region's most lucrative household cleaners market growth followed by India.

The household cleaners market has a wide range of applications; for example, they can be used for cleaning the kitchen, cleaning the bathroom, cleaning the floor, caring for fabric, and many other things. It is expected that the household cleaners market share will continue to expand significantly over the next few years due to the wide variety of applications that can be accomplished with household cleaners and the widespread acceptance of the product across the globe.


Market Snapshot

market snapshot
Base Year
: 2021
Study Period
: 2020-2030
: 4.24 %
Fastest Growing Market
: North America
Largest Market
: Asia Pacific
Market Size
: USD 47.04 billion by 2030
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Market Dynamics

Global Market Drivers

  • Market expansion is happening at a faster rate as a result of the rising demand for natural products.

Chemicals are now profoundly established in our culture, and as a result, we are all subject to their impact. Consequently, a rising number of people are turning to environmentally friendly and skin-friendly natural and green products. These days, natural and environmentally friendly products are in high demand globally, and the need for natural cleaning solutions has been a driving force behind the sector's expansion. The increased concern for the environment is the primary driver behind the ever-increasing demand for green and natural products. Consumers are ready to pay a premium price for natural and organic goods to reduce their environmental impact, which has significantly reshaped the industry.

 Chemical cleaning products are expected to be phased out in the near future because people are prepared to invest both time and money on the proper product, which in turn drives the industry.

  • A rise in sanitization requirements and an increased emphasis on maintaining hygiene will drive demand for household cleaners.

Household cleaning solutions are used extensively for a variety of purposes, including the management of pests, routine cleaning, and the maintenance of a clean environment. Poor cleanliness can make a person more susceptible to diseases like Buruli ulcers and diarrhoea. It is one of the primary reasons for the increased emphasis on maintaining adequate hygiene. Purchasing hygiene goods and other home care merchandise is becoming increasingly popular in both emerging countries and industrialized nations. Even in commercial settings where textile filters and over-the-counter deodorizers have boosted the household cleaners market demand, there is a growing tendency toward domestic cleaners being used for commercial purposes.

Unsanitary environments are a leading cause of a wide variety of diseases, which has resulted in the requirement for effective cleaning solutions that assist in maintaining clean environments free of hazardous bacteria such as cyanobacteria, staphylococcaceae, and acid bacteria. It is anticipated that the demand for household cleaners will increase throughout the forecast period due to these factors.

Key Market Opportunities

  • The rising demand for sustainable & eco-friendly products will create market growth opportunities.

It is anticipated that the high demand for eco-friendly and sustainable household products and the rapid rise in the demand for eco-friendly and sustainable household products will bring about a variety of opportunities that will lead to the expansion of the household cleaners market share over the forecast period.

Global Market Restraints

  • Lack of Product Differentiation and Customer Retention to Limit Market Growth

Individual differences in product preferences and psychographic, demographic, and behavioral influences all play a role. The main influences on consumer behavior are lifestyle expectations and awareness. In today's market for household cleaning goods, it is tough to preserve customer loyalty and product individuality. Customers can't stay loyal to a single product or brand since innovative products continually entice them. Due to shifting consumer preferences, small and medium-sized producers find it harder to keep up with emerging trends. Together, these problems prevent the market from growing.


Segmental Analysis

The global household cleaners market is divided into four parts based on ingredients, product, distribution channel and region.

Further, based on ingredients, the market is bifurcated into Natural and Chemical. In 2021, the chemical ingredients market category accounted for the largest revenue share (almost 86%) of the overall market. Most household cleaning products contain chemicals, such as surfactants, solvents, bleaches, etc. The need for chemical cleaning products has significantly increased recently.

On the other hand, the segment for natural ingredients is anticipated to increase at the fastest rate over the projection period. The growing demand for sustainable and environmentally friendly cleaning solutions is anticipated to fuel the expansion of the market for natural-based components in the upcoming years.

The market is divided into Surface Cleaner, Glass Cleaner, Toilet Bowl cleaners and Others based on product. Due to its rising demand, the surface cleaner product category had the lion's share of the worldwide household cleaners market revenue in 2021 at over 55%. The primary purposes of surface cleaners are to eliminate stains, dust, clutter, and foul odours from surfaces. During the forecast period, the availability of numerous specialized surface cleaners used for surfaces like wood, tiles, etc., is also anticipated to fuel the expansion of the surface cleaner segment.

The need for surface cleaners has increased due to the rising threat of bacterial infections and illnesses that spread from dirty floors and surfaces. Surface cleaners are in high demand, and manufacturers are responding to this need by launching new products, improving technology, and expanding existing production facilities.

Based on distribution channels, the market is divided into Online and Offline. The offline distribution channel segment's share of the global market's sales in 2021 accounted for the most significant percentage, at over 83%. The offline section includes specialty shops, superstores, supermarkets, independent retail stores, etc. Demand for household cleaning products is expected to rise in developing countries like Malaysia, India, and China in the next few years due to a growing organized retail sector. Thus, these elements are likely to fuel the segment's expansion during the projection period.

It is expected that the online segment will grow at a faster rate than any other section over the forecast period. In the upcoming years, an increase in household cleaning product sales, primarily via e-commerce portals and the business's website, is projected to spur the growth of the online distribution channel.


Regional Analysis

The global household cleaners market is segmented into North America, Europe, Asia-Pacific, Latin America and the Middle East & Africa. Asia-Pacific dominated the market.

The Asia-Pacific area has the highest proportion of the global market, which can be attributed to its substantial population and rising disposable incomes. Due to the area's dense population, domestic cleaning supplies are in great demand. China, followed by Japan and India, is the region's top producer. Due to environmental concerns associated with hazardous chemicals, consumers in the area are turning more and more to natural cleaning products. Local producers are consequently launching bio-friendly goods to take advantage of emerging market expansion opportunities.

North America controls a sizable percentage of the cleaning products business due to the presence of prominent manufacturers in the area. Growing environmental concerns in North America have increased the demand for effective and secure home care products. Due to its sizable population, the U.S. is the largest consumer in the world. The market for household cleaning goods is well established in Europe and is predicted to expand slightly more slowly than in other continents. To reduce their environmental footprints, many businesses, on the other hand, are investing in R&D to create novel and eco-friendly household cleaning solutions. Manufacturers must also maintain a high standard of product quality due to strict European regulations. As a result, there is healthier competition, which stimulates market expansion.

The Middle East and Africa are anticipated to be promising in the upcoming years. The demand for cleaning products is rising due to the region's apparent rapid urbanization and population growth.

Furthermore, it is anticipated that demand for home-care cleaning products will steadily expand due to Latin America's slowly growing population. Due to increased investment by significant regional businesses and raising awareness of the importance of keeping good hygiene in the home, Brazil is anticipated to have the highest CAGR in Latin America.


Household Cleaners Market Regional Analysis
Regional Growth Insights Download Free Sample

Top Key Players of Household Cleaners Market

  1. Church & Dwight Co. Inc. (U.S.)
  2. Henkel AG & Co. KGaA (Germany)
  3. Colgate-Palmolive Co. (U.S.)
  4. Godrej Consumer Products Ltd. (India)
  5. Kao Group(Japan)
  6. S.C. Johnson & Son Inc. (U.S.)
  7. The Procter & Gamble Co. (U.S.)
  8. Reckitt Benckiser Group Plc. (U.K.)
  9. Goodmaid Chemicals Corporation(Malaysia)
  10. Unilever NV(U.K.)

Report Scope

Report Metric Details
CAGR 4.24%
Forecast Period 2023-2031
Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends
Segments Covered
  1. By Ingredients
    1. Natural
    2. Chemical
  2. By Product
    1. Surface Cleaner
    2. Glass Cleaner
    3. Toilet Bowl Cleaner
    4. Others
  3. By Distribution Channel
    1. Offline
    2. Online
Geographies Covered
  • North America
  • Europe
  • APAC
  • Middle East and Africa

Recent Developments

  • Henkel Corporation intended to integrate its laundry and home care sector with its beauty care business in January 2022. The business hopes to develop new consumer brands by combining its existing platforms.
  • Unilever introduced a new dishwashing liquid in December 2021 that uses only natural components. The product was introduced in bottles composed of 100% recyclable & renewable plastic and 99% biodegradable. The corporation wants to lessen its dependence on materials derived from fossil fuels and lower its carbon footprint.

Household Cleaners Market Segmentation

By Ingredients

  • Natural
  • Chemical

By Product

  • Surface Cleaner
  • Glass Cleaner
  • Toilet Bowl Cleaner
  • Others

By Distribution Channel

  • Offline
  • Online

By Region

  • North America
  • Europe
  • Asia-Pacific
  • Latin America
  • The Middle East & Africa


Frequently Asked Questions (FAQs)

What is the growth rate for the Household Cleaners Market?
Household Cleaners Market size will grow at approx. CAGR of 4.24% during the forecast period.
Some of the top industry players in Household Cleaners Market are, Church & Dwight Co. Inc. (U.S.), Henkel AG & Co. KGaA (Germany), Colgate-Palmolive Co. (U.S.), Godrej Consumer Products Ltd. (India), Kao Group(Japan), C. Johnson & Son Inc. (U.S.), The Procter & Gamble Co. (U.S.), Reckitt Benckiser Group Plc. (U.K.), Goodmaid Chemicals Corporation(Malaysia), Unilever NV(U.K.)., etc.
Asia Pacific has been dominating the Household Cleaners Market, accounting for the largest share of the market.
The Household Cleaners Market has seen the most substantial growth rate in North America.
The global Household Cleaners Market report is segmented as follows: By Ingredients, By Product, By Distribution Channel
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