Household Cleaning Products Market - By Type, By Price Range, By Ingredient, By Distribution Channel Analysis, Share, Growth Forecast, 2024 - 2032

Household Cleaning Products Market Size

The global household cleaning products market size was valued at USD 196.9 billion in 2023 and is anticipated to register a CAGR of 6.1% between 2024 & 2032. Market is increasingly growing because of global awareness of hygiene and cleanliness. The growing awareness of surface disinfection and environmental hygiene has increased the demand for disinfectants, surface cleaners, and sanitizers. Consumers now prioritize eco-friendly and sustainable cleaning solutions that combine effectiveness with environmental responsibility.
 

Moreover, public health is on the list of priorities by the governments across the world. These governments provide regulation and policy to support effective, eco-friendly cleaning solutions. In context, the European Union has established strict standards for safety and environmental effectivity of cleaning agents, subsequently encouraging innovation and less damaging chemical effects from manufacturers. In the U.S., the Environmental Protection Agency (EPA) has initiated safer household products initiatives that create a environment more conducive for the market to expand.
 

Additionally, the combination of urbanization and higher disposable incomes creates a strong market for household cleaning products. In cities with higher living standards and more spending power, there is a greater focus on home maintenance and cleanliness. This focus is seen in the market's growth, as consumers look for products that meet modern and efficient cleaning needs. Additionally, as disposable incomes rise, consumers are more willing to try new cleaning technologies and formulations, driving innovation and expanding the range of products available in the market.
 

Moreover, corporate support is also another significant factor that supports the growth of the market. Procter & Gamble, Unilever, and Reckitt Benckiser are one of the major players that are frequently innovating their products line and working towards sustainability goals.
 

These major manufacturers are continuously launching biodegradable and non-toxic products in response to the global consumer demand for environmentally friendly cleaning products for households' applications. P&G's Tide Coldwater detergent, designed to clean efficiently in cold water, reduces energy consumption and hence shows commitment towards sustainability.
 

Household Cleaning Products Market Trends

• The market is shifting toward more eco-friendly, non-toxic, and sustainable options. According to a 2024 report, consumers now prioritize natural and green cleaning products and are willing to spend an average of 9.7% on premium household cleaning products. The demand has thus encouraged established brands and startups to rethink their formulations, incorporating plant-based ingredients and natural acids such as vinegar and citric acid. In addition to this, consumers are now looking for products that are effective and safer for the environment and their families.
   
• Procter & Gamble (P&G) and Unilever are some of the major names in the global market states, frequently introducing new products to cater to broader consumers. P&G has its "Tide Purclean," an eco-friendly detergent containing up to 75% plant-based ingredients. Meanwhile, Unilever announced that its researchers have spent numerous years to develop "Sunlight dishwashing liquid" to match superior performance while using 100% plant-based renewable and biodegradable cleaning ingredients. Such companies are making highly investments in green alternatives because of the surging consumer demand for cleaner and more sustainable products.
   

Household Cleaning Products Market Analysis

On the basis of type, the market of household cleaning products is categorized into surface cleaners, toilet cleaners, glass & metal cleaners, floor cleaners and others.
 

• The surface cleaners segment accounted for revenue of around USD 64.9 Billion in the year 2023 and is estimated to grow at a CAGR of 6.3% from 2024 to 2032. 
   
• Surface cleaners are one of the important household cleaning products which are used daily to clean dirt, grease, and grime from countertops, any electronic appliances, and other surfaces. They have come in spray, wipe, and liquid forms in the market, and major brands consists of Lysol, Clorox, and Mr. Clean.
   
• On the other hand, toilet cleaners are used to disinfect and clean toilet bowls, removing stains, bacteria, and odors. These toilet cleaners can contains white vinegar and baking soda in equal parts to getting rid of odors. Well-known brands like Lysol, Scrubbing Bubbles, and Seventh Generation are notable in this segment that offers toilet cleaning solutions with antibacterial properties.
   
• On the other side, glass and metal cleaners are specially designed solutions which finds their applications to clear windows, mirrors, and metallic fixtures. Most cleaning solutions for glasses and metals do not streak as they are made of ammonia or alcohol-based ingredients.

The distribution channel of household cleaning products market consist of two major channels namely online and offline platforms. The offline segment emerged as leader and held around 33.1% of the total market share in 2023 and is anticipated to grow at a CAGR of 5.1% from 2024 to 2032.
 

• Offline distribution channels are one of the most important platforms for companies targeting broad consumer bases across the regions. Large retailers such as Target and Costco have large networks of hypermarkets and supermarkets that provide a wide range of products from groceries to cleaning.
   
• More consumers are attracted by physical stores because of the feeling and touch involved while shopping. Online shopping will not allow a customer to do this. More so, there is competition between specialized retailers like Sephora and Best Buy due to product offerings and more personalized services such as after sale and product replacement. On the other hand, local convenience stores and smaller chains remain frequently important because of direct access to the product and closeness to customers along with the product feedback.
   
• Online channels have also grown rapidly over the years with e-commerce websites and company-owned websites playing a crucial role in developing the overall market. Players like Amazon and Walmart are taking the lead with a wide array of products on offer for customer segments. As per the US Department of Commerce, e-commerce accounted for 22% of the total retail sales in 2023, from 21.2% in 2022. Companies are building customer relationships through promotions that target specific markets and loyalty schemes.
   
• The retail industry is increasingly adopting the omnichannel strategy, wherein online and offline channels can be used to attain better customer experience. These strategies expand market reach and increase the sales potential by accommodating diverse customer preferences.

The U.S. dominates an overall North America household cleaning products market and valued at USD 37.7 billion in 2023 and is estimated to grow at a CAGR of 6.5% from 2023 to 2032.
 

• The COVID-19 pandemic elevated U.S. consumer awareness pertaining to cleanliness and sanitization of surfaces. For U.S. consumers, ensuring that surfaces be disinfected has become very important, therefore the demand remain high and steady for such household cleaning products.
   
• Sustainability is the important factor in the U.S. cleaning products market. U.S. Consumers increasingly seek green cleaning solutions as eco-friendly, biodegradable, and cruelty-free. This phenomenon is due to more environmentally conscious attitudes of consumers and increasingly demanding concern for non-toxic products, those without chemicals and considered safer for households, children, and pets. Thus, producers create and market more green alternatives, including plant-based cleaners and refillable packages.
   

North America: North America has accounted for the household cleaning products market market share of around 25.6% in 2023 and is expected to grow with a significant CAGR of 6.3% from 2024 to 2032.
 

• There is an increase in North America for ingredients being used in household cleaning products. There is a strong demand for more transparency, particularly from products that do not use chemicals such as ammonia, bleach, and phthalates.
   
• There is a growing demand for cleaning products that are labeled as "hypoallergenic" and "non-toxic," especially among north American families with young children or pets.
   
• In North America, both countries including U.S. and Canada have taken strict actions to reduce plastic packaging. For reference, the Canadian government announced that the use of single-use plastics would be banned in 2022, an action that affects cleaning product containers.
   

Europe: In Europe the household cleaning products market is growing steadily owing to the expanding consumer preference for sustainability, health-consciousness, and convenience. Europe consists of 19% market share in 2023 and expected to grow with a CAGR of 6.2% from 2024 to 2032.
 

• More European consumers now choose sustainable products. A 2020 European Commission report shows that more than 50% of consumers want environmentally friendly goods. This has led to more sales of organic, natural, and eco-friendly cleaners. Consumers also want products that are non-toxic, break down naturally, and do not harm animals.
   
• Worries about plastic waste have led several companies to change their packaging style. Many entities now offer refill options, glass containers, or recyclable materials to meet EU rules on plastic waste.
   

Asia Pacific: The Asia Pacific household cleaning products market is gaining a popularity due to the rapid urbanization in countries like China, India, and Southeast Asia. The Asia Pacific held around 35.2% of overall market share in 2023 and anticipated to grow with a CAGR of around 6.7% from 2024 to 2032.
 

• More people in Asia Pacific are moving to cities. By 2030, about 56% of people in the region will live in urban areas, increasing the need for household products. Big cities in China, India, and Southeast Asia have more middle-class families who can spend more money on products.
   
• The growing middle class in China is demanding efficient and easy cleaning products. More specifically, disposable incomes and frequent spendings in India are spurring the usage of branded cleaning solutions. Consumers in these countries have become increasingly conscious of hygiene and cleaning due to the past COVID-19 pandemic.
   

Household Cleaning Products Market Share

 In 2023, the top 5 company like Church & Dwight, Reckitt Benckiser, Procter & Gamble (P&G), Unilever and Henkel held around 25%-30% market share in the global market . In the market Procter & Gamble (P&G) holds a major market share compared to other leading entities. P&G has been actively expanding its product offerings by collectively introducing sustainable options and collaborative partnerships with local distributors.
 

• These entities often established themselves as a global leader through their extensive product portfolio, strong brand reputations and notable research and development capabilities.
   
• In context, Unilever has partnered with Econic to scale CO2-based sustainable cleaning products for international market. This partnership has been agenda of Unilever to replace fossil-based raw materials with renewable carbon, with concerns about GHG emissions. 
   
• Moreover, SC Johnson has been expanding its footprints in the North America, Europe and a number of other countries around the world with the notable mergers like Method and Ecover.
   

Household Cleaning Products Market Companies

Major players operating in the household cleaning products industry are:

• Bona
• Church & Dwight
• Cleansing Solutions
• Clorox
• Colgate-Palmolive
• Ecolab
• Henkel
• ITC
• Kimberly-Clark
• Method Products
• Procter & Gamble (P&G)
• Reckitt Benckiser
• SC Johnson
• Seventh Generation
• Unilever
   

Household Cleaning Products Industry News

• In September 2024, P&G introduced its Cosy Home and Fabric Care Collection, a new line designed to embrace the upcoming season with enhanced home and fabric care solutions. In an exciting collaboration with cleaning influencer Mrs Hinch, the collection features a range of products that aim to bring comfort and freshness to households. Mrs Hinch, known for her cleaning tips and massive social media following, adds a personal touch to the collection, bringing her trusted expertise to P&G’s established product range.
   
• In August 2024, Rimzaa has launched its innovative product, Rimzaa Organic Toilet Cleaner, as part of their highly regarded 10x Cleaning Power range. This new addition is a cream-based toilet cleaner designed to revolutionize toilet hygiene. It combines advanced cleaning power with a focus on safety, offering a solution that is both effective and gentle on the environment.
   
• In June 2024, Unilever’s extended partnership with Econic Technologies is a strategic move aimed at creating more sustainable cleaning and laundry products by transforming CO2 into valuable raw materials. This collaboration underscores Unilever’s commitment to reducing its reliance on fossil-based ingredients and shifting toward renewable carbon sources to help combat greenhouse gas (GHG) emissions.
   

This household cleaning products market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Billion) & volume (Thousand Units) from 2021 to 2032, for the following segments:

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Market, By Type

• Surface cleaners
• Toilet cleaners
• Glass & metal cleaners
• Floor cleaners
• Others (fabric cleaner, dishwashing, etc.)

Market, By Price Range

• Low
• Medium
• High

Market, By Ingredient

• Organic/natural
• Chemical/synthetic

Market, By Distribution Channel

• Online
  • E-commerce website
  • Company owned website 
• Offline
  • Hypermarket & supermarkets
  • Specialty stores
  • Other retail stores

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

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