The global household cleaning market size reached USD 214 billion in 2022 and is projected to surpass around USD 343.62 billion by 2032, registering a CAGR of 4.9% during the forecast period from 2023 to 2032.
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The U.S. household cleaning market size was valued at USD 47.57 billion in 2022 and is estimated to reach around USD 76.39 billion by 2032, growing at a CAGR of 4.90%% from 2023 to 2032.
Based on the region, the North America dominated the market in 2022, in terms of revenue and is estimated to sustain its dominance during the forecast period. North America has higher penetration of Dollar Stores and supermarkets that offers huge discounts on the cleaning products. Further, the increasing number of households in the region is positively contributing towards the growth of the household cleaning products market. Increased disposable income, increased awareness regarding hygiene, and rapid growth in the demand for the organic cleaning products are the various factors that are expected to drive the growth of the market during the forecast period.
On the other hand, Asia Pacific is estimated to be the most opportunistic market owing the factors such as huge population, high number of households, rising number of nuclear families, growing health consciousness, rising hygiene awareness, and rapid urbanization. The low and middle income families are boosting the consumption of powder form of detergents for cleaning clothes and dishes due to their cheap prices. Hence, this region is expected to show rapid growth in the upcoming years.
The household cleaning products market is primarily driven by the growing uses of surface cleaners and kitchen cleaners in the households, rising number of households owing to the rising number of nuclear families, increasing awareness regarding hygiene, rising disposable income, and growing awareness regarding the health benefits of staying in a clean environment. The cleaning products helps to clean the household environment effectively and prevents contaminants, germs, and bacteria from causing infectious diseases and various skin allergies. Rise in the standard of living, increased household income due to the increased participation of women in the employment, a rise of the middle class has significantly promoted the growth of the household cleaning products market across the globe.
The increased adoption rate of various advanced machines like dishwashers and washing machines has a major role in boosting the consumption of various cleaning products such as laundry detergents and dishwasher detergents all over the globe. Further, the growing penetration and easy availability of branded cleaning products through online and offline retail outlets have propelled the market growth in the recent years. The increased importance of disinfecting and sanitizing owing to the outbreak of the COVID-19 pandemic in 2020 is expected to fuel the demand for the various household cleaning products across the globe. The rising prevalence of skin allergies, allergies due to dust, and infectious diseases due to the dirty and unhygienic environment is expected to augment market growth during the forecast period.
| Report Highlights | Details |
| Market Size in 2023 | USD 223.42 Billion |
| Market Size by 2032 | USD 343.62 Billion |
| Growth Rate from 2023 to 2032 | CAGR of 4.9% |
| Base Year | 2022 |
| Forecast Period | 2023 to 2032 |
| Largest Market | North America |
| Fastest Growing Market | Asia Pacific |
| Segments Covered | Product Type, Nature Type, Application Type, Distribution Channel |
| By Product |
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| Companies Mentioned | Johnson & Son, Inc., Colgate Palmolive, Unilever, Henkel AG, Reckitt Benckiser, Procter & Gamble, The Clorox Company, Godrej Consumer Products Ltd., Kao Corporation, Church & Dwight Co., S.C. Goodmaid Chemicals Corporation |
By product type, the laundry detergents segment accounted largest revenue share in 2022 and is anticipated to retain its dominance throughout the forecast period. This is attributed to the increased penetration of automatic washing machines in developed markets and increased awareness regarding the benefits of wearing clean clothes.
On the other hand, the surface cleaners segment is estimated to be the most opportunistic segment throughout the forecast period owing to the increased usage of surface cleaners in households. Moreover, the increased participation of the people in the summer cleaning is also a major factor in augmenting the segment growth.
By nature, the conventional segment dominated the market with largest revenue share in 2022 and is anticipated to retain its dominance throughout the forecast period. This is due to the increased adoption and easy availability of the conventional cleaning products in the market. Further, the cheap prices and effective cleaning of the conventional cleaning products has boosted the sales revenue in the past years.
On the other hand, the organic segment is estimated to be the most opportunistic market owing to the growing concerns regarding the environment. The chemically processed cleaning products have a negative effect of the health and the environment, thereby the demand for the organic products is rapidly growing.
By application, the fabrics segment led the global market with remarkable revenue share in 2022 and is anticipated to retain its dominance throughout the forecast period. The clothes are used and cleaned on a daily basis. Therefore, the growing incidences of skin allergies among the population is boosting the consumption of the cleaning products for cleaning fabrics and hence this segment is expected to sustain its dominance.
On the other hand, the floor segment is expected to be the fastest-growing segment due to the rising demand for the floor cleaners among the households across the globe. The floors of the households need to be cleaned regularly as the dirt, germs, and other contaminants have higher chances to enter a household from outside through shoes and other footwear.
By distribution channel, the supermarkets/hypermarkets segment led the global market with remarkable revenue share in 2022 and is anticipated to retain its dominance throughout the forecast period. The increased penetration of the supermarket and hypermarket retail outlets are very effective in attracting huge customer base and generates higher revenue stream for the household cleaning products manufacturers.
On the other hand, the e-commerce segment is anticipated to be the most opportunistic segment, owing to the rising penetration of e-commerce platforms such as WalMart, Amazon, and Flipkart that offers easy home deliveries with discounted prices for the products.
The market is moderately fragmented with the presence of several local companies. These market players are striving to gain higher market share by adopting strategies, such as investments, partnerships, and acquisitions & mergers. Companies are also spending on the development of improvedproducts. Moreover, they are also focusing on maintaining competitive pricing.
In February 2020, Procter & Gamble launched new product portfolio of anti-bacterial cleaning product named Microban24. This product claims to protect the surfaces from the bacteria for 24 hours.
These developmental strategies play a significant role in driving the growth of the global household cleaning products market by serving the growing needs of the consumers.
Some of the prominent players in the household cleaning products market include:
Segments Covered in the Report
By Product Type
By Nature
By Application
By Distribution Channel
By Geography
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