Household cleaners are chemical products used for cleaning surfaces in homes such as floors, kitchen countertops, bathrooms, and others. Common household cleaners include dish soap, multipurpose cleaners, disinfecting sprays, floor cleaners, glass cleaners, toilet cleaners, and others. They are formulated to remove dirt, grime, grease, bacteria, mould, and stains from various household surfaces. Rising awareness about personal and home hygiene during the COVID-19 pandemic has fueled the demand for household cleaners.
The global household cleaners market is estimated to be valued at US$ 0.86 Bn in 2023 and is expected to exhibit a CAGR of 4.46% over the forecast period 2023-2030, as highlighted in a new report published by Coherent Market Insights.
As mentioned in the heading, the rising hygiene awareness during the COVID-19 pandemic is one of the key drivers fueling the household cleaners market growth. Health organizations around the world have promoted hygienic practices like regular cleaning of surfaces with disinfectants to curb the spread of the virus. This has increased the uptake of disinfecting cleaners globally. Further, busy lifestyles have increased the demand for multipurpose cleaners that can remove multiple types of stains and dirt with minimal effort. The availability of cleaner products in innovative packaging and formats suitable for small spaces and on-the-go cleaning is also driving their sales. However, some traditional household cleaners contain harsh chemicals that can cause irritation. The rising consumer preference for natural and eco-friendly products may restrict the growth of conventional household cleaner products.
The household cleaners market can be segmented into laundry detergents, surface cleaners, dishwashing products and toilet cleaners. Surface cleaners dominate the market and account for over 35% share owing to their extensive usage in day to day cleaning activities like floor, furniture and window cleaning. Increasing initiatives promoting hygienic environment also drive the demand for various surface cleaners.
- Political: Regulations around the environment impact of chemicals used drive innovations in green and eco-friendly product formulations.
- Economic: Rise in disposable incomes elevates the spending power of consumers in emerging economies, augmenting sales. Inflationary pressures on key raw materials remain a challenge.
- Social: Higher awareness about hygiene and cleanliness promotes the regular usage of cleaning products. Rapid urbanization leads to small living spaces requiring frequent cleaning.
- Technological: Advances in product formulations help develop effective and multi-purpose cleaner variants with natural and designer fragrances in eco-friendly packaging. Digital tools aid targeted marketing.
The global household cleaners market is expected to witness high growth over the forecast period led by growing population, urbanization and rising standards of living globally. The global household cleaners market is estimated to be valued at US$ 0.86 Bn in 2023 and is expected to exhibit a CAGR of 4.46% over the forecast period 2023-2030.
The Asia Pacific region is projected to be the fastest growing market during the forecast period driven by vibrant economic growth especially in the large nations of China and India. Rising disposable incomes have led to higher spending on homecare and hygiene products. Rapid rate of urbanization accompanied with small living spaces also augment the demand for cleaning solutions.
Key players operating in the household cleaners market are Henkel AG & Co. KGaA, Colgate-Palmolive Company, Reckitt Benckiser Group plc, The Procter & Gamble Company and Unilever PLC. These players have established brand names and rely on continuous innovations and strategic marketing initiatives to drive sales.