Natural Household Cleaners Market Size, Share & Trends Analysis Report By Product (Surface, Glass), By Application, By Distribution Channel, And Segment Forecasts, 2019 - 2025

Report Overview

The global natural household cleaners market size to be valued at USD 7.8 billion by 2025 and is expected to grow at a compound annual growth rate (CAGR) of 11.1% during the forecast period. Rising awareness regarding health and hygiene, coupled with environmental effects associated with the harmful chemicals present in the cleaning products, is anticipated to be a key factor for the market growth over the forecast period.

In addition, these products are manufactured from natural ingredients including vinegar, natural salt, essential oils, and baking soda, which limit the mixing of toxic products in the open environment. Moreover, these products are considered to be skin-friendly in nature, which, in turn, has increased their application in numerous areas.

Over the past few years, extensive usage of conventional household cleaning products including floor, fabric, and glass cleaners, has resulted in increasing the occurrences of various chronic diseases. Harmful chemicals present in the cleaners got absorbed into the skin and sometimes inhaled, which may cause chronic diseases including asthma and skin irritation. According to a report published by the American Thoracic Society's American Journal of Respiratory and Critical Care Medicine, in 2018, the chemicals present in the cleaning products are very hazardous to human health. It may impact human lungs as badly as smoking 20 cigarettes on a daily basis. These side effects have forced consumers to prefer natural cleaning products.

Increasing concerns over germs, viruses, and bacteria in the living spaces, coupled with rising awareness regarding health and hygiene, led to a rise in demand for natural products with antimicrobial and disinfectant properties. In addition, governments across the globe are taking initiatives to remove or reduce the content of harmful chemicals from household cleaning products.

For instance, in March 2015, the United States Environmental Protection Agency made necessary changes under the Toxic Substances Control Act and banned an entire class of hazardous chemicals in household cleaning products. These initiatives are expected to play a key role in driving the home care manufacturers to increase their spending on the launch of new natural household cleaners.

Natural Household Cleaners Market Trends

Natural cleaning ingredients last longer and help extend the life of household items. The chances for accidental damage to the items is reduced with natural cleaners compared to cleaners that provide harmful chemical reactions to the skin as well as the items in contact. Most natural cleaners employ plant-based vinegar, oils, and surfactants instead of toxic chemicals making them low in allergens. Such ingredients get easily decomposed when exposed to the environment. These are causing a shift in consumer preference towards natural cleaners and are expected to drive the industry growth during the forecast period.

Government enforcement and tightening of regulations on the use of toxic chemicals in household cleaning products around the world is another vital factor that is expected to drive growth in target markets during the forecast period. Government agencies have banned various household cleaners containing toxic chemicals in different countries. Therefore, the development of eco-friendly alternative household cleaning products is increasing all over the globe, thus, creating new growth prospects for the market.

Price restraint pressures, undefined certifications, and standards pose potential growth challenges for the market. Moreover,  key players in the industry are reducing their efforts to provide innovative products and benchmarking strategies in the global green home cleaning products industry. In addition, the lack of awareness about the availability and benefits of natural home cleaning products is also expected to hinder the market growth.

The global natural household cleaning product market is expected to have opportunities such as product innovation and packaging, competitive advertising and brand development, and online availability of promotions. Increased awareness of hygiene by people and increased purchasing power of individuals are expected to provide significant growth opportunities for key players in the global natural household cleaner market during the forecast period.

Product Insights

Surface cleaners were the largest product segment, with a share of more than 50.0% in 2018. The increasing potential threat of spreading bacterial diseases and infections due to contaminated floors and surfaces has also fueled the demand for surface cleaners. In order to cater to the significant rise in the demand for natural cleaners among consumers, the manufacturers are focusing on new product launches, technology innovations, and expansion of their production capacity.

For instance, in April 2018, Saje Natural Business, a company that pioneered in manufacturing plant-based products, launched a range of home cleaning products including multi-purpose cleaner, glass cleaner, tub and tile cleaner, dish soap, biodegradable cleaning cloths, and fabric cleaner, which are 100% natural cleaning products. The company is focused on offering natural products for the health and hygiene of concerned customers.

Application Insights

The kitchen application segment is expected to register the fastest CAGR of 11.3% from 2019 to 2025. Major manufacturers including The Procter & Gamble Company, Henkel Ag & Co. Kgaa, Unilever, and Reckitt Benckiser Group Plc are launching new products in order to cater to the increasing demand for natural kitchen cleaning products.

For instance, in April 2019, Target Corporation, one of the largest retail companies, launched a range of sustainable, clean, and natural products including dish soap, fabric detergent, and paper towels under the brand name ‘Everspring’. The company is focusing on providing sustainable products under one of its private labels.

Distribution Channel Insights

Online distribution channel is the fastest-growing segment with a CAGR of 11.6% from 2018 to 2025 owing to convenience and ease of shopping. Moreover, online platforms such as social media and Google Ads have played an important role in influencing consumer preferences for purchasing snacks through e-commerce platforms, such as Walmart, Amazon, Auchan, Grofers, and Rakuten. Furthermore, increasing penetration of high-speed internet and smartphone users is expected to fuel the expansion of the online market over the forecast period.

Online grocery business is booming in developing countries such as India owing to the presence of huge potential in the market. Moreover, global e-commerce and retail companies including Walmart, Alibaba, and Amazon are investing in the country in order to gain a competitive edge in the market. For instance, in September 2018, India’s biggest online grocery companies, Grofers and BigBasket, are looking for a merger as their investor companies, SoftBank and Alibaba Group Holding are expected to join hands.

The supermarkets/hypermarkets segment was the largest distribution channel in 2018, accounting for 62.5% of the global revenue. Unorganized retail is one of the key distribution channels in developing countries such as India, Thailand, Indonesia, and Bangladesh. Very few producers sell their products direct to the consumers. Amway is one of the largest direct sellers of household care and personal care products, including cleaning products.

In addition, according to a report published by The Wall Street Journal, in March 2019, Amazon is launching a new brand for grocery stores across major cities in the U.S. for gaining a larger industry share. Moreover, the company has already signed leases for the stores, which indicates that the store may open within a few months.

Regional Insights

Europe emerged as the largest market, with a share of more than 30.0% in 2018 owing to a significant increase in consumer awareness regarding health, hygiene, and hazardous environmental impacts of cleaning products in countries including Germany, the U.K., and France. Furthermore, the government of these countries has made it mandatory for the certification as the number of companies offering natural products is increasing significantly.

The Asia Pacific has the two most populous countries in the world including China and India. Major as well as domestic manufacturers are launching new products in order to cater to the significant demand from the region owing to the increasing focus on cleanliness and hygiene. For instance, in March 2018, Netsurf Network, an India-based direct selling company of home and personal care products, launched a natural, eco-friendly, and non-toxic multi-purpose home cleaner and fabric wash under the brand name ‘Clean & More’. These new product launches are anticipated to open up new avenues for natural products over the forecast period.

Key Companies & Market Share Insights

The industry is slightly consolidated in nature owing to the presence of a large number of strong foreign players including Reckitt Benckiser Group Plc, Henkel Ag & Co. Kgaa, The Procter & Gamble Company, and Unilever. Moreover, domestic manufacturers including AlEn USA, Netsurf Network, and Saje Natural Business are entering the market with innovative product development at competitive pricing.

Furthermore, key manufacturers are adopting market strategies including new product launches, celebrity endorsements, advancements in technology, expanding distribution channels, and mergers & acquisitions, in order to gain the maximum customer base. For instance, in August 2018, Reckitt Benckiser Group Plc launched a ‘Lizol Kitchen’ germ-busting kitchen products campaign with Chef Vikas Khanna.

These initiatives are likely to provide new opportunities for the product over the foreseeable future. As a result of the above-mentioned factors, manufacturers are likely to focus on technology improvement catering to the developing countries and untapped markets to gain maximum market share.

Natural Household Cleaners Market Report Scope

Global Natural Household Cleaners Market Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2015 to 2025. For the purpose of this study, Grand View Research has segmented the global natural household cleaners market report on the basis of product, application, distribution channel, and region.

• Product Outlook (Revenue, USD Million, 2015 - 2025)

  • Surface Cleaners

  • Glass Cleaners

  • Fabric Cleaners

• Application Outlook (Revenue, USD Million, 2015 - 2025)

  • Bathroom

  • Kitchen

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2015 - 2025)

  • Supermarkets/Hypermarkets

  • Convenience Stores

  • Online

• Regional Outlook (Revenue, USD Million, 2015 - 2025)

  • North America

    •  The U.S.

  • Europe

    • The U.K.

    • Germany

    •  France

  • Asia Pacific

    • China

    •  India

  • Central & South America

    •  Brazil

  • Middle East & Africa