Household Cleaners Market Size, Share & Trends Analysis Report By Ingredients (Natural, Chemical), By Product (Surface Cleaner, Glass Cleaner, Toilet Bowl Cleaner), By Distribution Channel, By Region, And Segment Forecasts, 2022 - 2028

Report Overview

The global household cleaners market size was valued at USD 33.8 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 4.9% from 2022 to 2028. This can be credited to the increasing awareness regarding hygiene among consumers. The constant developments in the household cleaner sector are also likely to boost the industry demand. A lack of hygiene at home leads to numerous health issues such as diarrhea, Buruli ulcer, etc., making it important for consumers to maintain proper hygiene.

Rising awareness among people regarding keeping the household clean has become one of the primary driving factors for the household cleaner market growth. Additionally, the easy availability of household cleaners coupled with several variations including different fragrances is also likely to boost the market advancement. Furthermore, changing lifestyles, rapid urbanization, preference towards maintaining surroundings and personal hygiene, and indulgence regarding clean and neat living spaces are anticipated to propel the growth of this market in coming years.

Due to rising consumer worries about health and cleanliness, the COVID-19 pandemic has led to a dramatic surge in household cleaning goods throughout the world. Rising disposable income and rapid urbanization, leading to substantial infrastructural developments, are poised to raise the demand for household cleaning products in the future years. Additionally, an increase in demand for sustainable and eco-friendly household cleaning products is likely to create more opportunities for this industry, thus significantly driving the growth of this market during the forecast period.

Innovative packaging, brand development, and promotion are projected to boost the sales of household cleaning products in the coming years. Growing consumer concerns about the environment and their own health have fueled the demand for environment-friendly cleaning products. Due to the lack of presence of hazardous chemicals, as well as their odor, organic products are expected to witness strong growth in demand in the coming years. 

Growing investments by key players to launch new eco-friendly products are further projected to boost the industry sales. However, the usage of chemical-based household cleaning products that are toxic in nature and have a variety of side effects such as skin-related problems and cause allergic reactions, may hamper the market growth for household cleaners during the forecast period.

Due to the advent of the COVID-19 pandemic, the demand for household cleaners has risen dramatically, offering numerous growth opportunities for market players. Rising awareness among people owing to the spread of the COVID-19 virus is driving the growth of the market during the pandemic.

The market has been pushed in recent years by an increase in the frequency of the COVID-19 pandemic, as well as a greater focus among individuals on cleaning and maintaining a hygienic environment. Moreover, the growing demand for eco-friendly cleaning products is likely to offer promising opportunities for industry leaders.

As there has been a rise in the adoption of chemical-free housing cleaners, key companies are launching new fragrances such as citrus and natural deodorizers, and the use of fresheners as perfumes is a key component in market buying decisions. Leading market players are also maximizing the use of online platforms by selling their items through their websites and listing them on major social media platforms, in order to increase their market exposure and reach a wider consumer base.

Environmental concerns, and the subsequent drive for sustainable products, is one of the major trends prevailing in the global market. Consumer environmental friendliness mostly relates to a preference for recycled and recyclable packaging, as well as low-temperature items and non-harmful & chemical-free products. Thus, the rising inclination towards chemical-free components is expected to have a profound impact on the global market.

Ingredients Insights

The chemical ingredients segment contributed to the highest share of over 86% of the global market revenue in 2021. Chemicals are widely used in household cleaning products, including surfactants, solvents, bleaches, etc. Chemical cleaning products have witnessed a significant increase in demand in recent years. Customers are increasingly relying on chemical-based household cleansers to disinfect areas around the home as a result of the COVID-19 outbreak.

Chemical cleaning product consumption and sales have surged at an unprecedented rate as a result of the mounting threat of the COVID-19 pandemic. However, growing concerns regarding the side effects caused by the usage of chemical-based household cleaning products may stunt the growth of the chemical-based ingredients segment during the forecast period. 

On the other hand, the natural ingredients segment is poised to register the highest growth rate during the forecast period. The segment is expected to advance at 7.2% CAGR from 2022 to 2028, owing to its increasing demand. The rising importance and awareness among consumers regarding sustainable and eco-friendly cleaning products is expected to drive the growth of the natural-based ingredients segment in the coming years.

Furthermore, these solutions are made with natural substances such as vinegar, natural salt, essential oils, and baking soda, which prevent hazardous chemicals from mixing in the open environment. Additionally, these products are believed to be skin-friendly, which has led to an increase in their usage in a range of application areas.

Distribution Channel Insights

The offline distribution channel segment contributed to the highest share of over 83% in the global market revenue in 2021. The offline segment includes specialty stores, hypermarkets, supermarkets, independent retail stores, etc. The rising organized retail sector in emerging economies such as Malaysia, India, and China is anticipated to boost the demand for household cleaning products in the coming years. Thus, all these factors are likely to propel the growth of this segment during the forecast period.

The online segment is expected to register the highest growth during the projection period, owing to the medium’s growing usage and popularity. An increase in the sales of household cleaning products, mainly through e-commerce portals and the company’s own website, is likely to boost the growth of the online distribution channel in the coming years.

Furthermore, the explosion of online platforms such as social media and Google ads have influenced customer preferences for purchasing household cleaning products through e-commerce platforms, such as the likes of Flipkart, Walmart, Amazon, and Grofers, among others. Additionally, the rise of the online channel is predicted to be fueled by the increased penetration of high-speed internet and smartphone usage throughout the forecast period.

Product Insights

The surface cleaner product segment contributed to the dominant share of over 55% in the global household cleaners market revenue in 2021, due to its increasing demand. Surface cleaners are mostly used to remove stains, dust, clutters, and bad smell from the surface. The availability of a variety of specialized surface cleaners used for surfaces such as wood, tiles, etc. are also expected to drive the growth of surface cleaner segment during the forecast period.

The growing risk of bacterial illnesses and infections that spread due to polluted floors and surfaces has spurred the global demand for surface cleaners. Manufacturers are working on new product releases, technical breakthroughs, and expansion of their manufacturing capacities, in order to meet the considerable increase in customer demand for surface cleansers.

The toilet bowl cleaner product segment is projected to be the fastest-growing segment and is expected to witness significant gains during the forecast period. The segment is growing at 5.4% from 2022 to 2028, owing to the increasing demand for the cleanliness of toilets in homes across the globe. The segment has grown in response to the rising public awareness about sanitary hygiene.

Due to the rapid development of various contagious illnesses, people are quite concerned about their health while using toilet facilities. The growing significance of a healthier lifestyle, along with rising consumer concerns about healthy and sanitary living, in addition to a dust- and dirt-free environment has resulted in the increased expenditure on toilet care products.

The glass cleaner segment captured a significant market share in 2021, mainly owing to the rise in the use of glass as a material in furnished and semi-furnished homes. The increasing utilization of glass cleaners in commercial and household applications, where glass plays a premium role in furniture and decoration, as well as rapid modernization, is driving the growth of the segment. 

Regional Insights

Europe made the largest contribution to the global market in 2021, with a revenue share of 23.5%. The upward sales of sustainable and eco-friendly household cleaning products are majorly driving the growth of this market. Increasing demand for surface and toilet cleaners in this region is also projected to drive the growth of this market during the forecast period.

The growth in consumer awareness regarding the presence of hazardous illnesses that may be transferred through unclean surfaces has resulted in an increase in household cleanser sales. Furthermore, eco-friendly cleansing products with natural and pleasant aromas are becoming increasingly popular across the area. Governments in a number of nations regionally are implementing various initiatives in response to the demand for clean toilets, boosting market sales.

Asia Pacific is expected to witness the highest CAGR of 5.8% from 2022 to 2028. This can be attributed to the growing demand for household cleaning products in the region. Furthermore, there has been significant demand for eco-friendly surface cleaners in the regional economies. All these factors are likely to propel the market growth during the projection period.

Due to the growing emphasis on cleanliness and hygiene, major and domestic manufacturers are releasing new goods to meet the huge demand from countries such as China, Japan, and India. Additionally, government initiatives such as Swachh Bharat Abhiyan in India, among others, are expected to boost product sales in this region.

Key Companies & Market Share Insights

Key players are focusing on extensive R&D and are also launching new sustainable and eco-friendly products to meet the increasing demand. Furthermore, they are investing in the innovative production of natural-based household cleaners, along with expansion in the market. Additionally, they are undertaking major business initiatives such as mergers and acquisitions, celebrity endorsements, and expansion of distribution channels.

For instance, in August 2018, Reckitt Benckiser Group Plc launched a germ-busting kitchen product named ‘Lizol Kitchen’, in the campaign with Vikas Khanna, a notable Indian chef. Additionally, in February 2020, Procter & Gamble (P&G) launched the Microban 24 Hour, an antibacterial cleaning product for home sanitizing purposes.

In the near future, these initiatives are anticipated to generate new prospects for the products. As a result of the aforementioned factors, manufacturers are expected to concentrate on improving the technology to cater to the demands of emerging nations and untapped regions, in order to achieve the maximum market share. Major companies operating in the global household cleaners market include:

• Procter & Gamble (Cascade)

• Unilever

• Henkel AG & Co. KGaA (Pril)

• Reckitt Benckiser Group PLC (Finish)

• Colgate-Palmolive Company

• Kao Corporation

• The Clorox Company

Recent Developments

• In January 2023, Cascade, an American dishwasher detergent brand of Procter & Gamble, launched its patented cleaning formula Cascade Platinum Plus. Cascade Platinum Plus requires no pre-wash or rewash and is convenient to use

• In January 2022, Henkel planned to merge its Home Care, Beauty Care and Laundry units into one business entity. With the new business unit, Henkel built one multiplatform for better-integrated growth

 Household Cleaners Market Report Scope

Segments Covered in the Report  

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 2017 to 2028. For the purpose of this study, Grand View Research has segmented the global household cleaners market report on the basis of ingredients, product, distribution channel, and region:

• Ingredients Outlook (Revenue, USD Million, 2017 - 2028)

  • Natural

  • Chemical

• Product Outlook (Revenue, USD Million, 2017 - 2028)

  • Surface Cleaner

  • Glass Cleaner

  • Toilet Bowl Cleaner

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2017 - 2028)

  • Offline

  • Online

• Regional Outlook (Revenue, USD Million, 2017 - 2028)

  • North America

    • U.S.

  • Europe

    • Germany

    • UK

    • France

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa