Natural Household Cleaners Market Size, Share & Trends Analysis Report By Product (Glass Cleaners, Surface Cleaners, Fabric Cleaners), By Application (Kitchen, Bathroom, Others), By Distribution Channel (Convenience Stores, Online, Supermarkets/Hypermarkets) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2024-2032

Market Overview

The global natural household cleaners market size was valued at USD 5.86 billion in 2023, and it is anticipated to reach USD 16.13 billion by 2032 at a CAGR of 11.9%.

Products that fall under the category of natural household cleaners are those that do not include any synthetic chemicals. It does not contain any artificial components in any form. Animal or plant-based sources may be used to obtain these components. Cleaners made from natural ingredients are less hazardous to human health and the environment than those made from synthetic ingredients.

Natural ingredients used in cleaning products have a longer shelf life and can help increase the life of various household objects. Natural cleansers, as opposed to cleaners that deliver dangerous chemical reactions to the skin and the goods in contact, lower the risk of accidentally damaging the items. It is because natural cleaners do not contain any harsh chemicals. Most natural cleaners utilize vinegar, oils, and surfactants derived from plants as opposed to hazardous chemicals, making them low in allergens. When left out in the open, these components quickly deteriorate into their parts. These factors are projected to be the primary drivers of industry expansion during the forecast period as they are generating a shift in customer preference for natural cleaners.

Market Dynamics

Natural household cleaners market drivers

• A growing number of people afflicted with chronic illnesses

The extensive use of conventional household cleaning chemicals, such as the floor, glass, and fabric cleaners, has increased the prevalence of many chronic diseases. Household cleaners often include hazardous compounds that, if inhaled, can sometimes cause chronic conditions such as asthma and skin irritation. Research published by the American Thoracic Society in 2018 in the American Journal of Respiratory and Critical Care Medicine reveals that people's health is in danger from the chemicals present in household cleaning products. They harm the lungs in a way that is on par with smoking 20 cigarettes a day. Consumers are compelled to pick natural cleaning products due to the negative impacts of conventional ones.

• People are becoming more health-and hygiene-conscious

The increased knowledge of the importance of health and hygiene, together with the rising worries surrounding the presence of viruses, germs, and bacteria in living environments, has led to an increase in the demand for natural products that include antibacterial and disinfecting capabilities. In addition, governments globally are working on implementing policies that would lower or eliminate the amount of potentially hazardous chemicals found in household cleaning products. For instance, in March of 2015, the Environmental Protection Agency of the United States made significant amendments to the Toxic Substances Control Act. It prohibited using an entire category of potentially hazardous chemicals used in household cleaning products. It is anticipated that these initiatives will play a significant role in driving home care product producers to increase the money they spend on introducing new natural household cleaners.

Natural household cleaners market restraints

• Availability of low-cost alternatives

The expansion of the natural household cleaners market is being hampered by the widespread availability of low-cost alternatives, which are more readily available than branded items in price-sensitive markets such as Asia-Pacific and Latin America.

Natural household cleaners market opportunities

• Innovation, technical advancements, advertising, etc are the factors that will create growth opportunities for the market in future

It is anticipated that opportunities will arise in the global market for natural household cleaning products, particularly in product innovation and packaging, competitive advertising and brand development, and the availability of promotions online. During the period covered by this estimate, prominent players in the global natural home cleaners market can anticipate significant development prospects thanks to an increase in both the general population's knowledge of the importance of maintaining proper hygiene and their spending power.

To attract the most extensive possible customer base, key manufacturers are implementing various market strategies, such as the introduction of new products, the solicitation of endorsements from celebrities, developing new technologies, expanding distribution channels, and mergers and acquisitions. For example, in August of 2018, Reckitt Benckiser Group Plc launched a germ-fighting kitchen products campaign called "Lizol Kitchen" with Chef Vikas Khanna as the spokesperson. New prospects for the product are expected to be created as a result of these operations. Because of the variables discussed earlier, manufacturers will likely direct their attention toward the enhancement of technology geared toward emerging countries and untapped areas to achieve the most significant possible natural household cleaners market share.

Regional Analysis

According to the region, the global natural household cleaners market is broken down into North America, Europe, Asia-Pacific, Latin America, the Middle East & Africa.

During the forecast period, the North American region is anticipated to have a revenue share at the forefront of the global market. The expansion may be ascribed to the fact that people in this region have a growing interest in purchasing environmentally friendly and sustainable items. In addition, stringent limitations on potentially harmful chemicals in personal care products boost demand for natural household cleaners.

During the period covered by the projections, it is anticipated that Latin America will experience the most significant CAGR growth. It can be due to increased consumer awareness regarding healthy living, which includes utilizing environmentally favourable and sustainable items.

China will be one of the most promising markets in the Asia Pacific region due to rising disposable income levels, leading consumers to shift away from traditional cleaning methods and toward modern techniques involving new technology and innovation. This shift has led to China's position as one of the most promising markets in the Asia-Pacific region. In addition, expanding knowledge of healthy living among the general population and stringent government laws addressing potentially hazardous chemicals are driving consumer preference toward more environmentally friendly products such as natural household cleaners.

Segmental Analysis

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

On the basis of product

Further, based on the product, the natural household cleaners market is classified into Glass Cleaners, Surface Cleaners and Fabric Cleaners. The surface cleaners segment dominated the market. The need for surface cleaners has increased due to the growing risk of bacterial infections and diseases spreading through dirty floors and surfaces. Manufacturers are concentrating on introducing new products, technological advancements, and increasing manufacturing capacity to meet the massive increase in customer demand for natural cleaners.

On the basis of applications

The market is divided into Kitchen, Bathroom and Others based on applications. The bathroom segment holds the largest market share. One of the most often utilized rooms in a house is the bathroom. People utilize them not just to get clean but also as a place to unwind and relieve tension. For these reasons, your bathroom must be constantly tidy and organized. Natural household cleaners are ideal for this chore since they effectively eliminate grime and stains and are safe to use around children and pets. Castile soap, vinegar, baking soda, lemon juice, and essential oils are a few of the most widely used natural household cleaners for bathrooms.

On the basis of distribution channel

Based on the distribution channel, the market is broken down into Convenience Stores, Online and Supermarkets/Hypermarkets. In terms of market share, the supermarket/Hypermarket segment was the most prominent. Due to convenience and ease of shopping, the online distribution channel has the highest growth.

According to the region, the market is broken down into North America, Europe, Asia-Pacific, Latin America and the Middle East & Africa. North America dominated the global market.

Recent Developments

• In January 2022, to reduce the use of plastic, Kao stopped producing products with attractive plastic stickers attached.
• June 2022, Aromatel Rinde+, Mexico's first brand to gamble on the dilute-at-home model, is pioneering a new approach to home care with its trio of eco-friendly detergent and fabric enhancers, and all-purpose cleaner.