Household Cleaners Market

Market Overview:

The global household cleaners market size reached US$ 37.3 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 52.5 Billion by 2032, exhibiting a growth rate (CAGR) of 3.8% during 2024-2032. The growing awareness and importance of health and hygiene among the masses, the escalating promotion of sanitary habits by government initiatives, and health organizations, and the expansion of retail channels are some of the major factors propelling the market.

Household cleaners are products designed specifically for cleaning various surfaces and objects within the home. These cleaners can be found in the form of liquids, sprays, powders, or wipes and are utilized to remove dirt, grime, stains, and germs. The main ingredients in household cleaners often include water, detergents, abrasives, and sometimes disinfectants. These components work together to break down and lift away unwanted substances, contributing to a hygienic and pleasant living environment. Different cleaners are formulated for specific tasks, such as cleaning glass, floors, bathrooms, or kitchen appliances. As these products contain chemicals, it's important to follow the manufacturer's instructions and take necessary precautions, like wearing gloves or ensuring proper ventilation, to protect one's health. The selection of the right cleaner for a specific task can lead to more efficient cleaning and preserve the appearance and integrity of the surfaces being cleaned.

The accelerating awareness and importance of health and hygiene majorly drives the global market. Additionally, the growing emphasis on hygiene has led to the extensive use of household cleaners, including disinfectants. Government initiatives, health organizations, and the media have played crucial roles in promoting sanitary habits. Therefore, this is significantly supporting the market. Along with this, the role of social media and influencers in promoting cleaning products is also positively influencing the market. Tutorials, cleaning hacks, and product endorsements by influencers are making cleaning a more engaging and attractive chore, leading to increased sales of specialized household cleaning products. In addition, the globalization of brands and the expansion of retail channels, including supermarkets and hypermarkets, are making household cleaners more accessible to a broad spectrum of consumers across different geographies. This availability is supporting the growth of the market. Apart from this, cultural attitudes towards cleanliness and seasonal cleaning trends influence buying patterns. These cultural nuances and periodic upticks in cleaning activities are also contributing factors to the industry's growth. Moreover, innovations in product formulations, textures, and scents are creating a positive market outlook.

Household Cleaners Market Trends/Drivers:

Environmental Concerns and Demand for Eco-Friendly Products

The rising consciousness regarding environmental conservation and the harmful effects of conventional cleaning products is a significant driver for the household cleaners industry. Consumers are becoming more knowledgeable about the chemicals used in cleaning products and their potential impact on the environment and human health. This awareness has driven a demand for green and eco-friendly cleaning solutions. Numerous companies are now focusing on developing biodegradable, non-toxic, and environmentally responsible products. These products often carry certifications such as cruelty-free or organic, appealing to a segment of consumers who prioritize sustainability. In addition, regulations and guidelines are also evolving, pushing manufacturers to comply with environmental standards. This shift towards eco-friendly products opens up new market segments and provides opportunities for innovation, contributing to industry growth.

Urbanization and Lifestyle Changes

The global trend towards urbanization has led to significant changes in lifestyles and living arrangements. Urban living often implies smaller living spaces, higher population density, and increased concerns about cleanliness. In addition, the fast-paced lifestyle of urban dwellers has driven a preference for convenient, easy-to-use cleaning products that save time and effort. Along with this, the growing number of dual-income families and the rising participation of women in the workforce have contributed to this trend. There is a greater reliance on effective cleaning solutions that can manage daily cleaning tasks efficiently. The industry is responding by offering a range of specialized products catering to different surfaces and cleaning needs, all designed for quick and hassle-free application. The continued urbanization trend and associated lifestyle changes are expected to remain key drivers for the household cleaners industry.

E-commerce Growth and Accessibility

The rise of e-commerce has provided a significant boost to the household cleaners industry by enhancing accessibility and convenience. Consumers now have the ability to explore, compare, and purchase a wide array of cleaning products from the comfort of their homes. The online platform allows brands to reach a broader customer base, including those in remote or underserved areas. Subscription models and frequent online promotions create loyalty and increase sales. Furthermore, the online space allows for the rapid dissemination of information and reviews, enabling consumers to make more informed decisions. E-commerce platforms also enable smaller and niche brands to compete effectively with established players, infusing the market with innovation and variety. The continuing growth of online retail, coupled with the integration of technology such as AI and personalized recommendations, is likely to remain a fundamental driver for the expansion of the household cleaners market.

Household Cleaners Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global household cleaners market report, along with forecasts at the global, regional and country levels from 2024-2032. Our report has categorized the market based on product type, distribution channel, ingredient and application.

Breakup by Product Type:

• Surface Cleaner
• Glass Cleaner
• Toilet Bowl Cleaner
• Others
   

Surface cleaner dominates the market

The report has provided a detailed breakup and analysis of the market based on the product type. This includes surface cleaner, glass cleaner, toilet bowl cleaner, and others. According to the report, surface cleaner represented the largest segment.

Surface cleaners are designed to address a wide range of cleaning needs, from kitchen countertops and bathroom fixtures to glass surfaces and electronics. Their versatility makes them essential for various cleaning tasks, giving them a broad consumer appeal. Cleaning is an integral part of daily life, and surface cleaners cater to this constant demand. Regular use of surface cleaners to maintain cleanliness and hygiene contributes to their consistent market demand. It often comes in convenient spray or wipe formats, simplifying the cleaning process. Their user-friendly nature appeals to consumers seeking effective and hassle-free cleaning solutions. Many surface cleaners are formulated to work on various surfaces, eliminating the need for multiple specialized products. This not only saves consumers money but also reduces clutter under the sink. Surface cleaners have a broad consumer base, spanning households, offices, educational institutions, healthcare facilities, and more. This wide reach contributes to their market dominance.

Breakup by Distribution Channel:

• Supermarkets and Hypermarkets
• Convenience Stores
• Online Stores
• Others
   

Supermarkets and hypermarkets hold the largest share in the market

A detailed breakup and analysis of the market based on the distribution channel has also been provided in the report. This includes supermarkets and hypermarkets, convenience stores, online stores, and others. According to the report, supermarkets and hypermarkets accounted for the largest market share.

In the household cleaners industry, the distribution channel of supermarkets and hypermarkets is driven by a confluence of factors that shape its growth and influence. These retail giants are favored by consumers for their wide product assortments, convenient locations, and one-stop shopping experiences. The modern lifestyle of consumers, marked by time constraints and the desire for convenience, has led to an increased reliance on these retail formats. Moreover, the pandemic has underscored the importance of access to essential products, and supermarkets/hypermarkets have proven to be reliable sources for household cleaning items. The purchasing power of consumers, especially in densely populated urban areas, contributes to the sustained demand for cleaners within these retail spaces. Additionally, strategic collaborations between manufacturers and these distribution channels have streamlined supply chains, ensuring consistent product availability. As consumers become more conscious of product attributes such as eco-friendliness and value for money, supermarkets and hypermarkets are well-positioned to cater to these preferences. Therefore, these market drivers collectively contribute to the robust growth and significance of the supermarkets and hypermarkets distribution channel within the household cleaners industry.

Breakup by Ingredient:

• Surfactants
• Builders
• Solvents
• Antimicrobials
• Others
   

The report has provided a detailed breakup and analysis of the market based on the ingredient. This includes surfactants, builders, solvents, antimicrobials, and others.

Market drivers exert a significant influence on the household cleaners industry, particularly in relation to surfactants a crucial component of cleaning formulations. The escalating demand for effective cleaning solutions has fueled the growth of surfactants, owing to their ability to reduce surface tension and enhance cleaning efficiency. As consumers become more conscious of health and hygiene, there is a growing preference for products that offer superior cleaning performance. Moreover, the expansion of urbanization and increasing disposable incomes have led to a rise in the number of households, consequently amplifying the need for efficient cleaning agents. Surfactants also play a pivotal role in product innovation, enabling manufacturers to develop specialized cleaners for various surfaces and applications.

On the contrary, builders is an essential component of household cleaning formulations, are driven by a myriad of factors that shape the dynamics of the cleaning industry. The rising emphasis on cleanliness and hygiene, fueled by increased health awareness, has escalated the demand for effective cleaning solutions. Builders play a pivotal role in enhancing the performance of cleaning agents, enabling them to effectively remove tough stains and dirt. As urbanization continues to expand, the number of households grows, thereby augmenting the need for efficient cleaning products. Moreover, advancements in technology have paved the way for innovative formulations, allowing manufacturers to create cleaners tailored to specific surfaces and challenges.

Breakup by Application:

• Bathroom
• Kitchen
• Floor
• Fabric
• Others
   

Bathroom holds the largest share in the market

A detailed breakup and analysis of the market based on the application has also been provided in the report. This includes bathroom, kitchen, floor, fabric, and others. According to the report, bathroom accounted for the largest market share.

The escalating emphasis on cleanliness and hygiene, heightened by growing health awareness, has accelerated the demand for effective cleaning solutions tailored to bathrooms. With bathrooms being high-traffic areas prone to germs and grime buildup, consumers are seeking cleaning products that provide optimal disinfection and sanitation. The expanding urban population and changing lifestyles have led to an augmented number of households, thereby amplifying the requirement for specialized bathroom cleaners. Furthermore, the trend toward environmentally friendly options has driven the demand for eco-conscious bathroom cleaning products, aligning with consumers' sustainable preferences. The ongoing impact of the COVID-19 pandemic has further underscored the importance of maintaining hygienic spaces, driving the demand for bathroom cleaners with potent antibacterial properties. As a result of these driving forces, the bathroom application segment stands as a significant catalyst within the household cleaners’ industry, shaping product innovation, consumer choices, and market expansion.

Breakup by Region:

• North America
  • United States
  • Canada
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa
   

North America exhibits a clear dominance, accounting for the largest household cleaners market share

The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America accounted for the largest market share.

The household cleaners industry in North America is influenced by a range of market drivers that shape its growth trajectory. The heightened awareness of health and hygiene, accentuated by the ongoing concerns surrounding cleanliness, has led to an increased demand for effective cleaning solutions across the region. The region's urbanization and evolving lifestyles have contributed to a rise in the number of households, consequently amplifying the need for convenient and efficient cleaning products. Additionally, the consumer trend towards environmentally friendly options has driven the demand for sustainable and non-toxic cleaning products.

In addition, technological advancements continue to drive innovation in the industry, with smart cleaning devices and advanced formulations gaining traction among consumers. Moreover, the persistent impact of the COVID-19 pandemic has accentuated the importance of stringent cleaning practices, further bolstering the demand for household cleaning products. The North American market's response to these drivers has not only influenced product development and consumer preferences but has also positioned the region as a key driver of growth and innovation within the global household cleaners industry.

Competitive Landscape:

The global household cleaners market is experiencing significant growth due to the introduction of a variety of strategies and initiatives to cater to evolving consumer preferences, industry trends, and sustainability concerns. Numerous companies are focusing on product innovation, developing formulations that target specific cleaning needs, such as eco-friendly options, allergen removal, and multi-surface applications. Smart and automated cleaning devices are also gaining traction, allowing consumers to integrate technology into their cleaning routines. Along with this, companies are investing in research and development to create more effective and efficient cleaning agents while minimizing the environmental impact of their products. This includes exploring new ingredients, sustainable packaging solutions, and reducing the use of harmful chemicals. Collaboration with suppliers and partners to ensure the availability of high-quality components is also a common strategy. Furthermore, key players are emphasizing their commitment to social responsibility by participating in initiatives related to community hygiene and cleanliness, which is contributing to the market.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:

• Bombril S/A
• Church & Dwight Co. Inc.
• Colgate-Palmolive Company
• Godrej Consumer Products Limited
• Henkel AG & Company KGaA
• Kao Corporation
• Reckitt Benckiser Group plc.
• S. C. Johnson & Son Inc.
• The Procter & Gamble Company
• Unilever Plc

Recent Developments:

• In August 2023, Colgate-Palmolive Company stated to focus more on a broader range of fast-moving consumer goods (FMCG) categories as it looks to expand its reach beyond oral hygiene. Its FMCG portfolio includes soaps (Softsoap, Protex, Sanex), home cleaners (Ajax, Fabuloso), fabric care (Fluffy, Cuddly), deodorants, dishwashing products (Axion, Palmolive), surface cleaners, shampoos, and pet nutrition products all over the world.
• In July 2023, Godrej Consumer Products Limited introduced Godrej Magic Floor cleaning, a novel, inexpensive, and environmentally friendly ready-to-mix floor cleaning.
• In November 2022, Church & Dwight Co. Inc. announced choosing IRI as its partner for market insights. Through the utilisation of IRI's technology and range of products, such as IRI ShopperSightsTM and E-Market Insights, the relationship will hasten the identification of growth areas within Church & Dwight's target markets and result in quicker decision-making.

Household Cleaners Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the household cleaners market from 2018-2032.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global household cleaners market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the household cleaners industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.