Cleaning And Hygiene Products Market Size, Share & Trends Analysis Report By Product (Abrasives, Acids, Bleaches), By Application, By End-user (Household, Commercial), By Region, And Segment Forecasts, 2024 - 2030

Market Size & Trends

The global cleaning and hygiene products market size was estimated at USD 153.58 billion in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 6.5% from 2024 to 2030. The market is driven by various factors such as the increasing number of single-person households, rising disposable income, heightened health and hygiene priorities among consumers have driven a surge in the demand for household cleaning products.

Moreover, the market has witnessed ongoing product innovations, as numerous companies expand their product ranges, significantly transforming the industry landscape. The COVID-19 pandemic significantly heightened awareness regarding hygienic practices and household cleanliness on a global scale. This increased awareness sparked an unprecedented surge in demand for cleaning products, resulting in a widespread shortage. Manufacturers responded by ramping up production capacity, which notably boosted global sales within this market segment.

The market is experiencing a notable push from consumers towards eco-friendly and sustainable household products. This shift is evident as customers seek cleaning items with 'natural' components, aiming to steer clear of harmful chemicals while reducing carbon emissions in both production and usage. Furthermore, the growing market for premium household products in developed nations such as the UK, the U.S., Canada, and Japan has contributed significantly to recent market expansion.

There is a rising emphasis on cleanliness and hygiene within commercial sectors, fueling substantial demand for multi-purpose cleaning products. These cleaners boast versatility, able to handle various tasks like floor and surface cleaning, glass maintenance, and effectively tackling challenging stains like oil and grease. The efficiency of using a single product for multiple functions is apparent, offering economic advantages and simplified management and storage.

The market has seen a notable increase in demand for cleaning products that prioritize safety and are devoid of harsh chemicals. Ammonia, a common ingredient in many cleaners, often presents an unpleasant aspect. Within bustling commercial spaces hosting numerous daily visitors, these products can adversely affect the overall visitor experience. Moreover, individuals sensitive to chemical cleaning products might exhibit allergic reactions such as sneezing, coughing, or watery eyes in severe cases.

Individual preferences for products vary significantly, influenced by psychographic, demographic, and behavioral aspects. Lifestyle choices and awareness notably shape consumer behavior. Sustaining consumer loyalty and product differentiation poses a challenge in the current market. The allure of innovative offerings often leads consumers away from sticking to a single brand or product. Small and medium-sized manufacturers face escalating difficulties in keeping pace with evolving consumer preferences, collectively impeding market growth.

Market Concentration & Characteristics

The global market is subjected to high scrutiny. The demand for household cleaning products has surged due to rapid urbanization, evolving lifestyles, and growing purchasing power in developing regions.

Innovation is a leading propellor of this industry, with market players launching technologically advanced products with leading features. In December 2021, Unilever introduced a fresh dishwashing liquid crafted entirely from naturally sourced ingredients. This innovative product boasts a 99% biodegradable formulation and is packaged in bottles constructed from 100% recyclable plastics. The company's primary goal is to minimize carbon footprints and decrease reliance on ingredients derived from fossil fuels.

The manufacturing sector faces mounting scrutiny from activists, criticized for environmental harm caused by waste, which pollutes soil, water, and air during production. Regulatory bodies closely monitor industry efforts to curb pollution within specified limits. Thorough soil cleaning within factory grounds and nearby areas is crucial to mitigate adverse effects and attention due to oil spills and water contamination. Utilizing advanced detergents based on surfactants proves particularly beneficial in upholding cleanliness within manufacturing sites and preserving the environment.

In the global market, homemade cleaning solutions using ingredients like vinegar, baking soda, or lemon can substitute for commercial cleaning products for certain tasks. UV-C light devices are seen as substitutes for traditional chemical-based disinfectants, offering a different method of sanitization.

The global market exhibits varied end-user concentration, with a growing appeal among tech-savvy homeowners and a simultaneous rise in adoption by commercial establishments such as restaurants and hotels. This diversified end-user base reflects the widespread integration of cleaning & hygiene products across both residential and commercial areas.

Product Insights

Detergents & degreasers accounted for a maximum market revenue share of 38.90% in 2023. Fresh fragrances have become more popular than emphasizing whiteness, while concentrates are steadily gaining ground over powders in both laundry and dishwashing detergents. The dominant trend across product packaging, raw materials, and retail sales is a strong focus on concentration. Environmental consciousness and the quest for sustainable alternatives are driving this prevailing market shift.

Meanwhile, sanitizers are projected to register a strong CAGR from 2024 to 2030 in the cleaning & hygiene products market.Consumer have prioritized health and hygiene, elevating their significance, and consequently escalating the demand for anti-infection skincare solutions. The World Health Organization's (WHO) endorsement of hand sanitizers in conjunction with frequent handwashing as a preventive measure against virus transmission has significantly fueled market demand.

Application Insights

Laundry accounted for a maximum market share with regards to application in 2023. The segment growth is aided by rising demand for clean clothing and necessitating frequent washing to maintain cleanliness. Detergents play a pivotal role in removing stubborn grime and tough stains that water alone cannot eliminate. Their action involves lifting and breaking down dirt and stains, effectively washing them away from fabric. Across many regions globally, laundry bars remain a popular choice for handwashing garments due to their efficiency, affordability, and convenient size.

Furthermore, ongoing product innovations are fostering a positive outlook for this segment’s growth in the foreseeable future. Meanwhile, the hand/personal care segment is projected to register a strong CAGR through 2030.Growing consumer awareness surrounding hand hygiene's critical role in overall health and well-being has surged. The necessity of hand sanitizers as a preventive measure against contagious diseases is poised to drive market expansion.

End-user Insights

The household segment held a dominant revenue share in the market in 2023. Increased consciousness among individuals about maintaining cleanliness at home stands as a key catalyst propelling the growth of household cleaners market. Moreover, this industry’s expansion is anticipated to receive a significant push from the widespread accessibility of household cleaners offered in various options, including diverse fragrances.

The commercial segment is estimated to expand at a steady CAGR over the forecast period. The global demand is spurred by a heightened emphasis on upholding cleanliness and hygiene within commercial settings. The proliferation of restaurants, hotels, and healthcare facilities worldwide notably fuels the need for diverse commercial cleaning products, essential for maintaining cleanliness and hygiene. Anticipated growth of the foodservice industry, marked by establishment of new restaurants, is set to further propel market expansion.

Regional Insights

Asia Pacific dominated the market with a revenue share of over 32% in 2023. The highly populated Asia Pacific region exhibits a significant demand for household cleaning products. China leads regional production, followed by Japan and India. Environmental apprehensions related to the use of harmful chemicals have led consumers in these economies to shift towards natural cleaning alternatives. Consequently, local manufacturers are seizing the growing market prospects by introducing eco-friendly products.

Middle East & Africa is expected to witness the second-fastest CAGR of 7.0% from 2024 to 2030. Urbanization in several countries in this region has led to increased demand for household and commercial cleaning products due to lifestyle changes and higher hygiene standards in cities. Moreover, there's a growing emphasis on personal and environmental hygiene, driven by increased awareness campaigns and health concerns, leading to higher demand for products like hand sanitizers, disinfectants, and personal care items. 

Key Companies & Market Share Insights

Some key players operating in this market include Colgate-Palmolive Company, The Procter & Gamble Company , Henkel AG & Co. KGaA, and Unilever PLC.

• Unilever is a multinational consumer goods company with a diverse portfolio of food, beverages, cleaning agents, and personal care products. The brands under the company operate under five groups - beauty and wellbeing, personal care, home care, nutrition, and ice cream. Unilever is active in more than 190 countries, with a portfolio of more than 400 brands. The company focuses on environmental sustainability and takes active steps to minimize the impact of its operations on the environment.

• Colgate-Palmolive Company was founded in 1806 and is headquartered in New York, the U.S. The company manufactures, markets, distributes, and retails products in categories such as health care, household, personal care, and veterinary products. The company caters to personal care, oral care, home care, and pet care through its brands Colgate, Palmolive, Elmex, Tom’s of Maine, Hello, Sorriso, Speed Stick, Softsoap, Irish Spring, Protex, Sanex, Filorga, eltaMD, PCA Skin, Ajax, Axion, Fabuloso, Soupline, Suavitel, Hill’s Science Diet, and Hill’s Prescription Diet.

Vikara Services Pvt. Ltd. (THE BETTER HOME) is one of the notable emerging market participants in the cleaning and hygiene products market.

• Vikara Services Pvt. Ltd (THE BETTER HOME) specializes in creating, innovating, manufacturing, and distributing a wide array of essential household items. Their range includes laundry essentials, household cleaning implements, kitchen utensils, and more. The company promotes and sells its products across multiple countries and regions, including the United States, United Kingdom, Germany, Australia, and various other global markets.

Recent Developments

• In January 2022, Henkel Corporation outlined its intentions to merge its beauty care division with its laundry and home care segment. This strategic move is geared towards the establishment of fresh consumer brands by leveraging this unified platform

• In December 2021, Unilever introduced a novel dishwashing liquid formulated entirely from naturally sourced ingredients. This product is highly renewable, with 99% of its components biodegradable, and packaged in bottles crafted from 100% recyclable plastics. The company's objective revolves around diminishing carbon footprints and lessening reliance on ingredients derived from fossil fuels

Cleaning And Hygiene Products Market Report Scope

Global Cleaning And Hygiene Products Market Report Segmentation

This report forecasts revenue growth at global, regional & country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global cleaning and hygiene products market report based on product, application, end-user, and region:

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Abrasives

  • Acids

  • Bleaches

  • Detergents & Degreasers

  • Sanitizers

  • Others

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • Toilet

  • Kitchen

  • Floor

  • Surface

  • Laundry

  • Hand/Personal Care

  • Others

• End-user Outlook (Revenue, USD Million, 2018 - 2030)

  • Household

  • Commercial

    • Hospitals & Healthcare Establishments

    • Hospitality

    • Food Service

    • Cruise Ships

    • Building Service Contractors

    • Retail Stores

    • Institutional

    • Commercial Laundry

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • U.K.

    • France

    • Italy

    • Spain

    • Netherlands

    • Russia

    • Poland

    • Belgium

    • Switzerland

  • Asia Pacific

    • China

    • India

    • Australia & New Zealand

    • South Korea

    • Indonesia

    • Thailand

    • Malaysia

  • Central & South America

    • Brazil

    • Argentina

    • Caribbean Islands

    • Central America

  • Middle East & Africa

    • Turkey

    • UAE

    • Saudi Arabia

    • South Africa

    • Nigeria