Ecofriendly Cleaning Products Market

Eco-Friendly Cleaning Products Market Size

The global eco-friendly cleaning products market was estimated at USD 12.2 billion in 2024. The market is expected to grow from USD 13.2 billion in 2025 to USD 31.1 billion in 2034, at a CAGR of 10% according to latest report published by Global Market Insights Inc.

The worldwide eco-friendly cleaning products industry is gaining momentum due to changing lifestyles and growth in the demand for convenience in personal hygiene. The recent heightened awareness of personal hygiene, especially given recent health emergencies, has positioned wipes to be an essential tool in cleanliness and the reduction of germs. Manufacturers are making reforms and changes to meet consumer expectations, moving wipes into the advanced personal care realm, including additional benefits besides personal care.

Sustainability is a key area of focus, as brands are looking to engage with biodegradable fibers, plant-based fibers, and plastic-free packaging methods to change their sustainability focus and comply with legal requirements. The eco-friendly cleaning products industry is branching out with multi-purpose and specialty wipes that will include added benefits besides just using wipes.

Benefits such as hydration for skin, anti-aging benefits, and targeted actives added to eco-friendly cleaning products that can be directly related to skincare ingredients. Expanding the market scope in eco-friendly cleaning products is evidence of the market diversification for niche products for men-wipes, intimate care, and elderly care options for specialty needs, was shown when re-evaluating the eco-friendly cleaning products holdings.

Customers are showing a preference for everything natural and organic with attention to clean-label products that do not contain unacceptable harsh chemicals and synthetic additives. Dispersible materials that are set to flushable are on the rise, all developed to be aligned with global standards for disposal. In addition, the e-commerce industry has been one of the strongest segments influences that shape product development and promotional offerings. E-commerce has also changed convenience for consumers, by having products delivered to their doorsteps. With all these factors being considered, personal care.

Eco-Friendly Cleaning Products Market Trends

Eco-friendly cleaning products industry is experiencing a key transition driven by consumer behavior, technological innovation, and strong regulatory pressures.

• The market is showing increased usage of concentrated cleaning products and products that are water-free such as detergent sheets and tablets. These reduce packaging waste and transportation footprint while providing efficacy with less plastic.
  
• Companies continue to address mitigating single-use plastics by offering refillable containers and pouches and providing bulk refilling stations. They also offer durable bottles that can be reused, meaning a decline in overall plastic waste and the rise of a more circular economy practice.
  
• There is continued interest in cleaning without plastic packaging, i.e., in cardboard, glass, or compostable ways. There are solid cleaning bars available and even scrubbing tools made from natural materials, reflecting consumers' interests in eco-friendly alternatives.
  
• In addition to ingredients, consumers have continued relying on eco-certifications like Green Seal, the EPA Safer Choice, and Eco Logo. The trend of labeling and disclosing ingredients continues, which makes it easier for consumers to make informed decisions on what to buy.
  
• Manufacturers are shifting towards cleaning products with botanicals that utilize derived ingredients found in nature-like stereotypical, essential oils, vinegar, and baking soda. These biodegradable alternatives, that are considered safer for use in and around the home and the environment effectively meet increased desire for natural and safer products.
  

Eco-Friendly Cleaning Products Market Analysis

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Based on product type, the market is divided into general purpose cleaner, bathroom & spa cleaners, glass & window cleaners, floor cleaners & protectors, dishwashing products, laundry detergents, disinfectants & sanitizers, and specialty cleaners. In 2024, laundry detergents held the major market share, generating a revenue of USD 3.7 billion.

• The market's most advanced segment of laundry detergents is rooted in repeat purchasing habits and a recent wave in consumer attitudes towards green products. Increasing numbers of consumers are choosing powdered and liquid laundry products that contain plant-based surfactants and biodegradable ingredients.
  
• The environmental benefits of these laundry products are driving consumers towards products that are gentle for the skin and body, at price points many are willing to pay for the benefit of purchasing green products. Government sales and policy can further increase demand for certified green laundry products and lend new opportunities to manufacturers and product innovation.
  
• The industry's innovation and development in laundry detergents focuses on a trend toward concentrated laundry detergent formulations that improve performance, decrease packaging waste, and reduce transportation costs.
  
• Manufacturers are working to create natural alternatives to traditional chemicals with products such as hydrogen peroxide-based bleaches and biodegradable chelating agents. These innovations also align with consumers' increased expectations for sustainable cleaning products that perform at a high level, continuing to solidify the segment's strength in the market.
  

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Based on applications, the eco-friendly cleaning products market is segmented into household/residential, commercial facilities, institutional, industrial, and food service. The household/residential segment held the largest share, accounting for 61% of the global market in 2024.

• Household/residential segment dominates the market, due to consumers being more aware of health and environmental issues. This sector is benefitting from the education and advertising aimed at consumers switching to an eco-friendly cleaning solution.
  
• The increased emphasis on indoor air quality and hazards concerning traditional cleaning chemicals are also increasing demand. Families with children, and individuals allergic to cleaning chemicals, will be more inclined to use certified non-toxic and hypoallergenic products.
  
• Commercial facilities applications are growing steadily, driven by corporate sustainability initiatives and environmental commitments. Businesses are increasingly incorporating eco-friendly cleaning solutions so they can achieve their sustainability goal and improve their business image.
  
• There is growing demand for specialized green cleaning services as companies are beginning to see the value of sustainable processes to satisfy clients and improve their position in the market.
  
• Institutional applications are determined mostly by regulations and government procurement policies. This sector benefits from stable demand along with long-term contracts, but price sensitivity is still a factor to consider.
  
• Institutions report considerable benefits from using green cleaning products, including worker safety, increased productivity, and reduced disposal costs; thus, green cleaning products can be viewed as a practical long-term choice overall and a cost effective solution.
  

Based on end use, the eco-friendly cleaning products market is segmented into residential consumers, healthcare facilities, educational institutions, government & public sector, commercial real estate, and food & beverage industry. In 2024, residential consumers held a major market share, generating a revenue of USD 7.4 billion.

• Residential consumers are the leading segment in the market for sustainable cleaning products, as they become increasingly aware of their health and environmental impact. Households are becoming more diligent about using these safe, non-toxic, and biodegradable cleaning products to protect their families particularly children and pets from toxic and hazardous chemical substances.
  
• The rise of purchasing these products through online platforms and retail stores, along with a growing interest in sustainable living, has increased market adoption. Marketing campaigns and social media influencers provide an important opportunity for education and awareness supporting residential adoption.
  
• Within the commercial real estate segment of the market, there are signs of emergence with sustainability trends in the built environment. 
  
• Office buildings, shopping centers, and mixed-use developments are exploring green-cleaning processes to enhance indoor air quality, sustainability goals and the tenant experience. There are a few commercial real estate properties actively looking for credentials that validate and endorse environmental stewardship, where green-cleaning practices are included and mandated.
  

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North America Eco-Friendly Cleaning Products Market

In 2024, the U.S. dominated the North America market, accounting for around 34% and generating around USD 3.2 billion revenue in the same year.

• North America has secured its lead in the global marketplace through strong government regulations and consumer concern for the environment.
  
• North America also benefits from having established green building standards and government programs that incentivize consumers to purchase sustainable products. However, the consumer uptake may vary from state to state, creating variance in the market as some states have higher adoption levels while others are still in implementation stages.
  
• Federal procurement policies create more institutional demand and an opportunity for continued growth as North America continues to be the regional market leader.
  

Europe Eco-Friendly Cleaning Products Market

Europe eco-friendly cleaning products industry, Germany leads the market with 34.5% share in 2024 and is expected to grow at 10.5% during the forecast period.

• Europe is demonstrating standard market growth, supported by strict environmental regulations, and responsive consumers that actively seek sustainable products.
  
•  Consumers in Europe possess significant familiarity with eco-friendly attributes and actively apply them in their purchasing decisions.
  
• Consumers also consider supply-chain monitoring in jurisdictions like Germany that focus on human rights and environmental adherence, which also shape manufacturer and supplier selection. These strategies reinforce the region's commitment to sustainability and reflect its associated market growth.
  

Asia Pacific Eco-Friendly Cleaning Products Market

The Asia Pacific leads the market. China holds a market share of around 37.6% in 2024 and is anticipated to grow with a CAGR of around 11% from 2025 to 2034.

• The Asia-Pacific region leads the eco-friendly cleaning products market based on its population size, fast urbanization, rising disposable incomes, demand for convenience hygiene products, and other related factors.
  
• Countries such as China, India and Japan continue to see significant growth in baby care and personal hygiene sectors, respectively, aided by the development of retail and the increase of e-commerce networks in the region.
  
• The rising importance of health and wellness, along with a rapidly growing prevalence of premium and biodegradable wipes, continue to solidify this region's global market influence. 
  

Eco-Friendly Cleaning Products Market Share

Procter & Gamble is leading with 17.5% market share. Procter & Gamble, Unilever, Henkel, Reckitt Benckiser, Ecolab collectively hold around 25-30%, indicating moderately fragmented market concentration. These prominent players are proactively involved in strategic endeavors, such as mergers & acquisitions, facility expansions & collaborations, to expand their product portfolios, extend their reach to a broad customer base, and strengthen their market position.

• Procter & Gamble is in the consumer market on a global scale, with its eco-friendly cleaning aspects launched with Tide Purclean. P&G cites “concentrated” formulas and reusable packaging as benefits of their product. Their substantial market share facilitates a larger deployment of environmentally responsible cleaning product options.
  
• Unilever uses a sustainability approach in its home care unit with Seventh Generation. The brand’s focus is on plant-based ingredients, refillable systems, and biodegradable formulations. Their commitment to sustainable practices positions them as a leading innovator in the environmentally benign cleaning space.
  
• Henkel’s detergents division has integrated eco-efficiency with the Persil brand. The company combines sustainable source materials, concentrated formulations, and reduction of the environmental impact of their products. Henkel’s research can facilitate environmental improvements in product development and production practices.
  
• Reckitt Benckiser offers presence in the sustainable market with Method and Ecover brands. Each line advertises natural ingredients from plant-based ingredients and use sustainably sourced materials for packaging. The corporate resources from RB serve to improve and continue developing environmental options across the market for cleaning products.
  
• Ecolab applies sustainable cleaning practices mainly to institutional and industrial cleaning, with emphasis on water conservation, conservation of energy, and reductions in chemical usage. Ecolab’s sustainable practices cited in its high standards for cleaning products create industry standards for service excellence based on sustainable practices. 
  

Eco-Friendly Cleaning Products Market Companies

Major players operating in the eco-friendly cleaning products industry are:

• Albaad USA, Inc.
• Beiersdorf AG
• Diamond Wipes International, Inc.
• Essity Aktiebolag
• Johnson & Johnson Consumer Inc.
• Kimberly-Clark Corporation
• LG Household & Health Care Ltd.
• Nice-Pak Products, Inc.
• Ontex Group NV
• Rockline Industries Limited
• Suominen Corporation
• The Clorox Company
• The Procter & Gamble Company
• Unicharm Corporation
• Unilever PLC / Unilever NV
  

BASF, a leading chemical company, supplies raw materials and ingredients to diverse industries. They are important for eco-design solutions in cleaning. BASF has developed and supplied sustainable surfactants, polymers, and enzymes, to enable greener cleaning formulations that do not compromise cleaning efficacy while systems in place reduce the environmental footprint.

Croda is a leader in specialty chemicals, utilizing bio-sourced, and sustainable technologies. They are also important in eco-design solutions in cleaning. Croda offers uniquely developed surfactants, naturally farmed ingredients that meet strict environmental standards by utilizing high plant-based ingredients, enabling brands to develop truly great performing, high-performance, eco-friendly products.    

Evonik is a leading global specialty chemicals company, supplying ingredients across multiple relevant markets. They play an important role in eco-design solutions through developing new sustainable, advanced and innovative ingredients such as biosurfactants and specialty polymers, to enable companies to supply high performing, biodegradable, eco-friendly cleaning products.

Eco-Friendly Cleaning Products Industry News

• In April 2025, RPM International acquired The Pink Stuff through its acquisitions of Rust-Oleum. The acquisition increases the number of cleaning products for groceries and supports its goal of growing chemical cleaning products globally in the $12 billion-dollar household cleaners market.
  
• In April 2025 Unilever launched bioscience developments in natural ingredients that increase sustainability and reduce environmental impacts of the formulations. The biosciences innovations allow for formulations that support the use of more bio-based materials, which meet the needs of consumers looking for sustainable cleaning alternatives in rapidly developing markets around the world.
  
• In February 2025, Grove Collaborative acquired the assets of Grab Green to build a position in sustainable home cleaning. This acquisition increased the range of products Grove Collaborative can offer while also utilizing the committed customer base from Grab Green, giving the firm more scale in a growing market of non-toxic, sustainable cleaning solutions for home use.
  
• In August 2024, CloroxPro launched EcoClean Disinfecting Wipes, which will provide a plant-based substrate and citric acid. The product provides a way to capture the increased commercial cleaning market demand for environmentally friendly products while also meeting federal building, procurement requirements for sustainable cleaning solutions.
  
• In April 2024, P&G introduced Tide evo fiber laundry detergent tiles that contain no liquids and no fillers. The product reduces the environmental impact using solid format and the ability to be effective in cold water compared to liquid detergent.
  

The eco-friendly cleaning products market research report includes in-depth coverage of the industry with estimates & forecasts in terms of revenue (USD Billion) and Volume (Million Units) from 2021 to 2034, for full diversification.

Market, By Product Type

• General purpose cleaner
  • Multi-surface household cleaners
  • Commercial all-purpose cleaners
• Bathroom & spa cleaners 
  • Tub & tile cleaners 
  • Toilet bowl cleaners 
  • Shower & glass cleaners
• Glass & window cleaners
  • Residential glass cleaners
  • Commercial window cleaning solutions
  • Automotive glass cleaners 
• Floor cleaners & protectors
  • Hard surface floor cleaners
  • Carpet & upholstery cleaners 
  • Floor protectors & finishes 
• Dishwashing products
  • Manual dishwashing liquids
  • Automatic dishwasher detergents
  • Rinse aids & additives 
• Laundry detergents
  • General purpose laundry products
  • Concentrated liquid detergents 
  • Powder & pod formulations
  • Fabric softeners & conditioners 
• Disinfectants & sanitizers
  • EPA dfe certified antimicrobial products
  • Hand sanitizers & personal care
  • Surface disinfectants 
• Specialty cleaners 
  • Oven & grill cleaners 
  • Metal cleaners & polishes 
  • Carpet & upholstery cleaners 
  • Drain maintenance products

Market, By Application

• Household/residential 
• Commercial facilities 
• Institutional 
• Industrial 
• Food Service

Market, By End Use Industry

• Residential consumers
• Healthcare facilities
• Educational institutions
• Government & public sector
• Commercial real estate 
• Food & beverage industry 

Market, By Price Range

• Low
• Mid
• High

Market, By Distribution Channel

• Online
  • E-commerce websites
  • Company-owned websites
• Offline
  • Supermarket/hyper market
  • Retailer stores
  • Others

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
• Latin America
  • Brazil
  • Mexico
• MEA
  • Saudi Arabia
  • UAE
  • South Africa