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Europe Natural Household Cleaners Market

Europe Natural Household Cleaners Market: Information by Product (Glass Cleaners, Fabric Cleaners, Surface Cleaners), Application (Kitchen, Bathroom), Distribution Channel (Convenience Store, Supermarkets/Hypermarkets), and Country-Forecast till 2030

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Market Overview

The Europe natural household cleaners market witnessed significant growth in the past and is expected to grow at a CAGR of around 11.4% during the forecast period (2023-2030).

Natural household cleaners are chemical-free. Nothing is artificial. Plants and animals can provide these components. Natural detergents are safer for humans and the environment.

Natural cleaning agents, which last longer, can extend the lifespan of numerous household objects. Natural cleaners don't harm skin or products because they have no harsh chemicals and don't generate chemical reactions. Natural cleansers employ vinegar, oils, and plant surfactants instead of harmful chemicals, so they're low in allergens. Outside, these pieces quickly decay. Since they're shifting consumers' preferences for natural cleaners, these variables will drive industry expansion during the projection period.


  • Surface cleaners dominate the market by product
  • Bathroom dominates the market by application.
  • Supermarkets/hypermarkets dominate the market by distribution channel.

Market Snapshot

Base Year:
Study Period:
11.4 %
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Market Dynamics

Europe Natural Household Cleaners Market Drivers

Favorable Regulatory Environment

The voluntary E.U. Ecolabel sets environmental performance requirements for several product categories, including cleaning supplies. It promotes sustainable consumption by directing people to eco-friendly products. Household cleaning products that meet E.U. Ecolabel standards can show the logo on their packaging to demonstrate their environmental and performance standards. This certification promotes eco-friendly cleaning products and educates consumers. Ecover, a well-known European brand, has gained the E.U. Ecolabel for some of its natural household cleaning products. Ecover meets E.U. Ecolabel standards to demonstrate its commitment to environmental sustainability and provide consumers with a trustworthy eco-friendly cleaning product. This regulatory framework boosts the European market for natural household cleaners by enhancing consumer trust and stimulating the manufacture and availability of ecologically friendly cleaning solutions.

Europe Natural Household Cleaners Market Restraints

High Price

Natural materials and sustainable manufacturing practices raise production costs, which consumers pay. Natural multi-purpose cleansers and laundry detergents may cost more than conventional ones. This price difference may deter price-sensitive consumers from switching to natural cleaners, especially if they think the benefits are modest or their budgets are tight. In 2020, ecolabel laundry detergents cost €3.43 per kilogram in the E.U., compared to €1.96 for non-eco-label detergents, according to Statista—75% price difference. The European Environment Agency revealed that ecolabel household cleaners in Europe cost 40% more than conventional ones. Eurobarometer found that 48% of Europeans considered eco-friendly cleaning products too expensive. These findings show that some European customers find natural household cleaners too expensive.

Europe Natural Household Cleaners Market Opportunities

Growing E-commerce Platform

The popularity of internet shopping for household goods, especially natural cleaners, has significantly increased throughout Europe. Customers are increasingly using e-commerce platforms to effortlessly buy various goods from the convenience of their homes, including natural household cleaners. One striking example is the popularity of online marketplaces like Amazon and niche online stores that meet the need for natural and eco-friendly items. Customers may browse and buy a range of natural household cleaners from various companies on these platforms in a simple and convenient method. For instance, the U.K.'s Ethical Superstore, an online merchant, provides many natural cleaning goods, including eco-friendly substitutes for traditional cleansers. The site offers comprehensive product information, customer reviews, and ratings to assist customers in making knowledgeable decisions.

Segmental Analysis

The Europe natural household cleaners market is segmented based on product, application, distribution channel, and country.

The market is further segmented by product into Glass Cleaners, Fabric Cleaners, and Surface Cleaners.

The Surface cleaner segment dominates the market and is expected to grow at a CAGR of 11.2% during the forecast period.

The market is further segmented by application into Kitchens, Bathrooms, and Others.

Bathroom dominated the market and is expected to register a CAGR of 11.7% over the forecast period.

The market is further segmented by distribution channel into Convenience Stores, Online, and Supermarkets/Hypermarkets.

The supermarkets/Hypermarkets segment dominates the market and is expected to grow at a CAGR of 11.2% during the forecast period.

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Regional Analysis

The European natural household cleaners market is analyzed by countries in Germany, France, the U.K., Benelux, Spain, Italy, Nordics, and the Rest of Europe. Germany dominated the market and is expected to grow at a CAGR of 12.8% during the forecast period.

With a market share of over 30% in 2022, Europe overtook North America as the largest region due to a huge rise in public awareness of the harmful effects that cleaning products have on people's health, hygiene, and the environment in nations like Germany, the U.K., and France. Furthermore, due to the enormous growth in the number of businesses selling natural products, the governments of these nations have made certification necessary. 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 more healthy competition, which stimulates market expansion.


Regional Growth Insights Download Free Sample

Top Key Players of Europe Natural Household Cleaners Market

  1. Kao Corporation
  2. Unilever
  3. S.C. Johnson and Son
  4. Reckitt Benckiser Group plc
  5. The Procter and Gamble Company
  6. The Clorox Company
  7. Godrej Consumer Products Limited
  8. Henkel AG and Co. KGaA

Report Scope

Report Metric Details
CAGR 11.4%
Forecast Period 2023-2031
Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends
Segments Covered
  1. By Product
    1. Glass Cleaners
    2. Surface Cleaners
    3. Fabric Cleaners
  2. By Application
    1. Kitchen
    2. Bathroom
    3. Others
  3. By Distribution Channel
    1. Convenience Stores
    2. Online
    3. Supermarkets/Hypermarkets

Recent Developments

  • April 2023- Kao introduced Bioré UV to broaden its consumer care offering in EMEA.
  • April 2023- By developing a new pan-regional organizational structure for its Functions and Operations, Kao announced additional measures to strengthen its company in the regions of the Americas as well as Europe, the Middle East and Africa.
  • April 2023- One of the biggest and most difficult cloud migrations in the consumer goods sector was completed by Accenture, Microsoft, and Unilever. Unilever, whose 400+ brands are used every day by 3.4 billion people, has become a cloud-only business thanks to the move.
  • April 2023- SC Johnson introduced a new line of FamilyGuardTM Brand disinfectants to encourage families to play together.

Europe Natural Household Cleaners Market Segmentations

By Product

  • Glass Cleaners
  • Surface Cleaners
  • Fabric Cleaners

By Application

  • Kitchen
  • Bathroom
  • Others

By Distribution Channel

  • Convenience Stores
  • Online
  • Supermarkets/Hypermarkets

By Countries

  • U.K.
  • Germany
  • France
  • Italy
  • Russia
  • Nordic
  • Benelux
  • Rest of Europe

Frequently Asked Questions (FAQs)

How big is the Europe natural household cleaners market?
The Europe natural household cleaners market witnessed significant growth in the past and is expected to grow at a CAGR of around 11.4% during the forecast period (2023-2030).
Key verticals adopting the Europe natural household cleaners market include: Kao Corporation, Unilever, S.C. Johnson and Son, Reckitt Benckiser Group plc, The Procter and Gamble Company.
Favorable regulatory environment is the key drivers for the growth of the Europe natural household cleaners market.
Growing e-commerce platform is one of the key trends in the Europe natural household cleaners market.
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