Household Cleaning Products Market Size To Rise USD 343.62 Billion By 2032

Published Date : 23 Jan 2024

The global household cleaning products market size surpassed USD 214 billion in 2022 and is expected to rake around USD 343.62 billion by 2032, poised to grow at a CAGR of 4.90% from 2023 to 2032.

Household Cleaning Products Market Size and Growth Rate From 2023 To 2032

Market Overview

Household cleaning products include various chemicals like bleaches, dishwashing products, general cleaners, laundry detergents, and other crucial items that help remove germs, dust, and contaminants that might cause infections, diseases, allergies, or viruses. These products contain surfactants, solvents, preservatives, chlorine bleaches, and ethanol.

The household cleaning products market is mainly propelled by the increased usage of surface and kitchen cleaners in households. Factors contributing to this growth include the rise in the number of households, particularly nuclear families, increased awareness of hygiene, growing disposable income, and a better understanding of the health benefits of a clean environment. These cleaning products are crucial in effectively cleaning households, preventing contaminants, germs, and bacteria, thereby reducing the risk of infectious diseases and skin allergies. The market is further driven by an improved standard of living, increased household income due to greater female participation in employment, and the growth of the middle class, promoting the household cleaning products market globally.

Consumers, emphasizing aspects like packaging, quality, pricing, and fragrance, are witnessing a continuous influx of innovative toilet, dishwashing, and surface cleaners from market players. There's a growing preference for eco-friendly toilet care and dishwashing products crafted with natural ingredients, offering refreshing scents. In the upcoming years, increased sales of household cleaning products are expected due to innovations in packaging, brand development, and promotional efforts. Consumer awareness about environmental issues and personal health drives the demand for eco-friendly cleaning products. Organic products, free from hazardous chemicals and odors, are anticipated to experience significant growth in demand.

With the growing popularity of chemical-free household cleaners, considerable companies are introducing new fragrances like citrus and natural deodorizers. Using fresheners as perfumes plays a significant role in consumers' purchasing decisions. Leading market players also capitalize on online platforms, selling products through their websites and showcasing them on major social media platforms to enhance market exposure and reach a broader consumer base. Additionally, the increasing focus on environmental concerns and the demand for sustainable products are significant trends in the global market. Consumers are favoring recycled and recyclable packaging, as well as low-temperature and chemical-free products. The rising preference for chemical-free components will profoundly impact the global market.

The increasing awareness among consumers in India regarding the importance of maintaining cleanliness at home is a significant factor positively impacting the demand for household cleaners. Additionally, the growing prevalence of diseases transmitted by viruses, leading to flu-like symptoms and various health complications, contributes to a favorable market outlook. Moreover, the market is experiencing growth due to the expanded availability of cleaning products and the expansion of organized retail stores, particularly in tier 2 and tier 3 cities.

Regional Snapshot

North America holds a dominant position in the market regarding revenue. The region boasts a higher presence of dollar stores and supermarkets, which provide substantial discounts on cleaning products. Additionally, the growing number of households in North American countries like Canada and the United States positively contributes to expanding the household cleaning products market. Factors such as increased disposable income, heightened awareness of hygiene, and a rapid rise in demand for organic cleaning products are expected to boost the market's growth.

In the United States, the massive real estate sector, rising income, household spending patterns, and the growth in housing units are driving increased sales of household cleaners. The rising adoption of products like surface deodorizers is expected to further stimulate the demand for these cleaners. Manufacturers respond to consumer preferences by introducing new fragrances, with fresheners playing a crucial role in purchasing decisions.

  • In October 2023, Clorox warned about a cyberattack affecting their operations, leading to shortages of popular brands like Clorox, Glad, and Fresh Step.
  • In August 2023, S.C. Johnson & Son Inc., following a recent $22 million property purchase west of its Mount Pleasant campus, acquired additional land to the east for $15 million.
  • In February 2022, SC Johnson Professional launched its Quaternary Disinfectant Cleaner in a user-friendly squeeze-and-pour bottle.

Household Cleaning Products Market Report Scope

Report Coverage Details
Market Revenue in 2023 USD 223.42 Billion
Projected Forecast Revenue by 2032 USD 343.62 Billion
Growth Rate from 2023 to 2032 CAGR of 4.90%
Largest Market North America
Base Year 2022
Forecast Period 2023 to 2032
Regions Covered North America, Europe, Asia-Pacific, Latin America, and Middle East & Africa

Market Dynamics


Rising government initiatives

The Government of India promotes awareness about maintaining household hygiene, particularly in rural areas. Concurrently, consumers are increasingly choosing specialized cleaning products like wood, glass, mirrors, stainless steel, and concrete suitable for various surfaces. This shift aligns with an increasing preference for cleaners free from toxins and chemicals, incorporating natural ingredients like alcohol, baking soda, citrus solvents, corn starch, and oxygen bleach. Additionally, the market is witnessing growth due to the availability of innovative cleaning products, including cleaning wipes, all-purpose cleaners, aerosol sprays, and in-cistern and rim block toilet cleaners.

Growing housing market

The housing market's growth significantly influences the home care products industry, positively impacting the global market. The renovation of existing houses and the increasing construction of new ones create a fresh demand for home care items, particularly household cleaning products. Consequently, these factors contribute to the market's growth during the forecast period.


High costs associated with production activities

A significant challenge facing the household cleaning products market is balancing production cost, pricing, and product quality. While the market is expanding worldwide, manufacturers strive to introduce innovative products in the home care category to stay competitive. Yet, improving production processes while meeting the standards for labelling, packaging, and product quality poses a difficulty for manufacturers.


Disclosure of product composition

A noteworthy trend in the household cleaning products market is the disclosure of product ingredients. Since the U.S. launched the Consumer Product Ingredient Communication Initiative in 2010, companies have shared information about product ingredients like floor cleaners, air care, and home care items. 

Consumers are increasingly seeking details about ingredients, aiming to verify the authenticity of cleaning products. They are keen on understanding the transparency of the final products and insights into the supply chains. Many consumers compare the contents and associated risks of ingredients. As word of mouth is crucial in marketing, companies display product ingredients to build consumer trust, positively impacting the global household cleaning products market growth.

Novel products and other developments

Innovations in the household cleaning products industry include advancements like lower temperature detergents and automatic dishwashing products, compaction and concentration in detergents, and regulated quantity in dishwashing. Companies also focus on meeting consumers' emotional needs, enhancing their overall experience and pleasure with these products.

Technologies like fragrance encapsulation enable a slow release of fragrance, and there's ongoing development of new and longer-lasting fragrances for fabric conditioner products, air care, laundry, and surface cleaners. Such innovations are anticipated to drive the growth of the global household cleaning products market.

Recent Developments

  • In March 2023, Zep, renowned for its professional cleaning products, is diversifying its offerings with Home Pro, a new line tailored for homeowners. This line boasts advanced cleaning technology, spa-like aromas, and invigorating scents, including Eucalyptus, Sea Salt, Fresh Rain, Lemon, Orange Zest, Lavender, and Sandalwood.
  • In March 2022, Palmolive and Walmart introduced the Palmolive Shake & Clean Dish Soap in the dish soap category. The starter kit features a bottle made entirely from 100% recycled plastic, and the bottle and carton are easily recyclable.

Major Key Players

  • Colgate Palmolive
  • Henkel AG
  • Reckitt Benckiser
  • Unilever
  • Procter & Gamble
  • Godrej Consumer Products Ltd.
  • Kao Corporation
  • The Clorox Company
  • Church & Dwight Co.
  • S.C. Johnson & Son, Inc.
  • Goodmaid Chemicals Corporation

Market Segmentation

By Product Type

  • Laundry Detergents
  • Dishwashing Detergents
  • Surface Cleaners
  • Toilet Cleaners
  • Others

By Nature

  • Conventional
  • Organic

By Application

  • Kitchen
  • Bathroom
  • Floor
  • Fabrics
  • Utensils

By Distribution Channel

  • Supermarkets/hypermarkets
  • Convenience Stores
  • E-commerce
  • Others

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