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Household Cleaning Products Market - By Product (Dishwashing Products, Surface Cleaners, Toilet Bowl Cleaners, Glass Cleaners, Laundry Detergents), By Distribution Channel & Forecast, 2021-2027

  • Report ID: GMI5161
  • Published Date: Nov 2021
  • Report Format: PDF

Household Cleaning Products Market Size

Household Cleaning Products Market size exceeded USD 165 billion in 2020 and is estimated to grow at over 3.5% CAGR from 2021 and 2027 due to  growing focus among individuals on cleanliness and keeping a sanitary environment, as well as an increase in the prevalence of the COVID-19 pandemic.

Furthermore, the increasing demand for environmentally friendly home cleaning products is expected to provide attractive prospects for major players in the market. The market demand is projected to be supported by an ageing population, rapid urbanization, and growing income levels.

Household Cleaning Products Market Outlook

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The rapid expansion of the household cleaning products market  may be attributed to the adoption of a healthy lifestyle, increased concern for home hygiene, and high household expenditure. The pandemic of COVID-19 had a significant influence on the expansion of the home products business, as consumer spending on health and hygiene, the market grew dramatically in order to limit the COVID-19 pandemic spread.

Over the next few years, innovative packaging, brand development, and advertising are expected to promote the sale of home cleaning products. Consumers' growing concern about the environment and their health has driven demand for eco-friendly cleaning products. The prevalence of harmful chemicals, as well as their unpleasant odour, has resulted in a significant demand for green home cleaning products.

Consumers are also willing to pay a premium for environmentally friendly and products methods. As a result of the trend, prominent manufacturers are investing extensively in R&D to build products that are distinct from chemical cleaning products. Over the projected period, these activities are expected to enhance the household cleaning products market growth. However, the easy availability of less expensive cleaning products in comparison to branded ones, as well as the increased use of harmful chemicals and the rise in environmental concerns, are expected to restrain the business growth over the forecast period.

Household Cleaning Products Market Analysis

  Household Cleaning Products Market from household cleaning products

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Based on products, household cleaning products is bifurcated into dishwashing products, surface cleaners, toilet bowl cleaner, glass cleaners, laundry detergents and others. The demand for surface cleaning products segment is slated to surpass USD 37.7 billion by 2027. The COVID-19 pandemic has had a significant impact on the demand for surface cleaners, as customers are increasingly depending on surface cleaners to disinfect areas around the home. As a result of the rising threat of COVID-19 pandemic, cleaning products usage and sales of surface cleansers have increased at an unprecedented rate.

Rising awareness pertaining to personal hygiene and growing risk of infectious diseases have accelerated the demand for surface cleaning products. Widescale availability of surface cleaning products in convenience stores and supermarkets & hypermarkets will propel the segment growth. Besides, upsurge in demand for alcohol and quaternary ammonium in surface cleaning products owing to its ability to combat different disease-causing viruses and bacteria will create new avenues for business expansion.

  Household Cleaning Products Market from Convenience Store Distribution Channel

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Based on distribution channel, household cleaning products market is segmented into convenience stores, supermarkets/hypermarkets, online retail stores, and others. The convenience stores segment is expected to exceed USD 47 billion by 2027. Furthermore, these retailers are concentrating on launching collaborative marketing efforts in order to promote and advertise the product to the target market. These strategies aid home cleaning product producers in attracting new clients and increasing sales and profitability.

Convenience store should witness increased sales owing to benefits of quick product return without delay, personalized product choice experience, personalized recommendation from staff which will augment the household cleaning products market share. The convenience store offers benefit of instant product purchase and delivery, examine the product closely owing to which household cleaning tools & supplies will witness sales from offline distribution channel in turn stimulating business growth.


North America Household Cleaning Products Market

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North America household cleaning products market is anticipated to reach over USD 43 billion by 2027.  The usage of cleaning products in countries of North America, particularly the U.S., has increased significantly in the recent years. The manufacturers and key players especially the domestic cleaning products sector, are benefited from the growing middle class in the region.

The high standards of living of the customers and the high rate of employment are both contributing to the growth of the home cleaning products market in Italy. New market entrants, higher sanitary standards, and the development of high-quality products are all expected to boost market growth in the future.


The household cleaning products market is being influenced by the increased demand for organic and eco-friendly laundry care products. This enables a variety of sellers to offer organic and environmentally friendly goods. This demand is likely to boost the market's revenue. Vendors, for example, are constantly releasing goods containing biodegradable chemicals like natural washing soda, coconut oil & mineral-based surfactants, and plant-based enzymes.


Household Cleaning Products Market Share

Household cleaning products industry is fragmented in nature owing to the large presence of domestic manufacturing companies. The major players are :

  • Colgate Palmolive Company
  • Henkel AG & Co KGaA
  • Procter & Gamble
  • Unilever
  • Reckitt Benckiser

Manufacturers are involved in strategies such as acquisitions, and new cleaning products development targeting a specific distribution channel to enhance their market share.


The industry competitiveness is projected to increase over the forecast timeframe as the leading manufacturers try to adopt varied strategies to gain a competitive edge and improve  their profit margins. Technology up-gradation, diversification of product line, product quality & innovation, distribution, price, technical expertise, and global presence are the key competitive factors for business expansion.

For instance, in November 2020, In November 2020, Henkel opened a state-of-the-art, fully automated Laundry & Home Care warehouse at its distribution channel facility in Montornès del Vallès, Spain (Barcelona). The warehouse area is 24,000 square meters with a total investment of USD 25 million. The warehouse would serve as a major logistics hub for Southern Europe. The strategic initiative was aimed to cater to the rising demand in European countries.

For instance, in July 2020, Merry Maids, a ServiceMaster company announced a collaboration with 3M to offer its customers science-based cleaning solutions that leverage the expertise of both companies.

Household cleaning products market report includes in-depth coverage of the industry with estimates & forecast in terms of revenue in USD Million from 2021 to 2027, for the following segments:

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By Product

  • Dishwashing products
  • Surface cleaners
  • Textured wheat protein
  • Glass cleaners
  • Laundry detergents
  • Others

Distribution channel

  • Convenience stores
  • Supermarkets/hypermarkets
  • Online retail stores
  • Other

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

By Region

  • North America
    • US
    • Canada
  • Europe
    • Germany
    • UK
    • France
    • Italy
    • Spain
    • Russia
  • Asia Pacific
    • China
    • India
    • Japan
    • South Korea
    • Australia
    • Thailand
  • Latin America
    • Brazil
    • Argentina
    • Mexico
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE
Authors: Kunal Ahuja, Tushar Malkani

Frequently Asked Questions (FAQ) :

Household cleaning products market is slated to exceed USD 215 billion by 2027 and will expand at a CAGR of 3.5% between 2021 and 2027 considering the increasing focus among individuals on cleanliness and maintaining a sanitary environment.

The market share from surface cleaning products will exceed USD 37.7 billion through 2027 owing to the increasing consumer demand for the disinfection of areas around the home.

The market revenue from convenience stores will cross USD 47 billion up to 2027 driven by a rise in collaborative marketing efforts for the promotion and advertisement of products to the target market.

North America household cleaning products industry is set to expand at a considerable rate by 2027 impelled by the presence of major players and manufacturers in the region.

Major companies in the household cleaning products industry include Procter & Gamble, Colgate Palmolive Company, Reckitt Benckiser, Unilever, Henkel AG & Co KGaA, and others.

Household Cleaning Products Market Scope

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Premium Report Details

  • Base Year: 2020
  • Companies covered: 10
  • Tables & Figures: 125
  • Countries covered: 23
  • Pages: 200
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