Household Cleaners Market 2028 Growing Worldwide By Best Key players- Procter & Gamble (Cascade); Unilever; Henkel AG & Co. KGaA (Pril); Reckitt Benckiser Group PLC (Finish); Colgate-Palmolive Company; Kao Corporation; The Clorox Company

 

The global household cleaners market size is expected to reach USD 47.1 billion by 2028, registering a CAGR of 4.9% during the forecast period, according to a new report by Grand View Research, Inc. The growing awareness about hygiene among consumers is propelling the demand for household cleaners. The rising rate of urbanization and change in lifestyles due to growing disposable income is associated with enhanced sanitation standards, and this factor is anticipated to positively impact the market for household cleaners.

The implementation of a healthier lifestyle along with rising concerns for cleanliness and hygiene are driving the growth of this market. The increasing demand for surface cleaners for better cleanliness of wood, stainless, and mirrored surfaces is also propelling the market growth. Additionally, increasing usage of cleaners such as surface deodorizers is anticipated to drive the demand for household cleaners.

Key industry players are also introducing innovative surface and toilet cleaners in terms of pricing, quality, packaging, and fragrance. The industry participants are introducing eco-friendly household cleaning products to enhance product sales. Additionally, the inclination of consumers towards natural-based cleaning products has led to a significant impact on the market. Thus, all these factors are anticipated to boost the growth of the household cleaner market in the coming years. 

The surface cleaner product segment contributed to a share of over 55% in the global market in 2021, backed by its rising demand during the spread of COVID-19. Surface cleaners are mostly used to remove stains, dust, clutters, and bad smells from the surface. The availability of a variety of specialized surface cleaners used for surfaces such as wood, tiles, etc. is also expected to drive the growth of the surface cleaner segment during the forecast period.

The online segment is poised to register the highest growth rate during the forecast period, owing to its rapidly rising usage. An increase in sales of household cleaning products, mainly through e-commerce portals and the company’s own website, is likely to boost the growth of the online distribution channel during the projection period. Due to the ease of accessibility and availability of a wide product range, consumers have become increasingly adaptive to online sales channels and e-commerce websites. Key players are better positioned to present their product variety on online platforms as a result of this consumer shift, resulting in enhanced consumer interaction.

Europe captured a significant market share in 2021, due to increased consumer inclination toward hygiene, and critical steps implemented by regional governments to promote societal hygiene. Moreover, upward sales of sustainable and eco-friendly household cleaning products are majorly driving the regional market growth. Rising demand for surface and toilet cleaners is further projected to drive the growth of this market during the forecast years. Whereas, the Asia Pacific is expected to showcase strong growth in the near future, supported by rising consumer inclination towards online sales channels, & government initiatives such as India’s Swachh Bharat Abhiyan.

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Rising awareness among people regarding keeping the household clean has become one of the primary driving factors for the household cleaner market growth. Additionally, the easy availability of household cleaners coupled with several variations including different fragrances is also likely to boost the market advancement. Furthermore, changing lifestyles, rapid urbanization, preference towards maintaining surroundings and personal hygiene, and indulgence regarding clean and neat living spaces are anticipated to propel the growth of this market in coming years.

Due to rising consumer worries about health and cleanliness, the COVID-19 pandemic has led to a dramatic surge in household cleaning goods throughout the world. Rising disposable income and rapid urbanization, leading to substantial infrastructural developments, are poised to raise the demand for household cleaning products in the future years. Additionally, an increase in demand for sustainable and eco-friendly household cleaning products is likely to create more opportunities for this industry, thus significantly driving the growth of this market during the forecast period.

Household Cleaners Market Report Highlights

• Asia Pacific is expected to register the fastest growth rate of 5.8% from 2022 to 2028, owing to the rising demand for household cleaners in developing countries, including India and China
• The chemical ingredients segment contributed to the highest share of over 86% in the global market revenue in 2021, due to increasing demand for chemical household cleaners to remove tougher stains and dirt
• Europe made a significant contribution to the global market in terms of revenue in 2021, due to the rising regional demand for sustainable and eco-friendly household cleaning products
• The offline distribution channel segment held the largest market share in 2021, contributing significantly to the total revenue, due to the developed retail sector in developing countries across the globe

Innovative packaging, brand development, and promotion are projected to boost the sales of household cleaning products in the coming years. Growing consumer concerns about the environment and their own health have fueled the demand for environment-friendly cleaning products. Due to the lack of presence of hazardous chemicals, as well as their odor, organic products are expected to witness strong growth in demand in the coming years. 

Growing investments by key players to launch new eco-friendly products are further projected to boost the industry sales. However, the usage of chemical-based household cleaning products that are toxic in nature and have a variety of side effects such as skin-related problems and cause allergic reactions, may hamper the market growth for household cleaners during the forecast period.

Due to the advent of the COVID-19 pandemic, the demand for household cleaners has risen dramatically, offering numerous growth opportunities for market players. Rising awareness among people owing to the spread of the COVID-19 virus is driving the growth of the market during the pandemic.

The market has been pushed in recent years by an increase in the frequency of the COVID-19 pandemic, as well as a greater focus among individuals on cleaning and maintaining a hygienic environment. Moreover, the growing demand for eco-friendly cleaning products is likely to offer promising opportunities for industry leaders.

As there has been a rise in the adoption of chemical-free housing cleaners, key companies are launching new fragrances such as citrus and natural deodorizers, and the use of fresheners as perfumes is a key component in market buying decisions. Leading market players are also maximizing the use of online platforms by selling their items through their websites and listing them on major social media platforms, in order to increase their market exposure and reach a wider consumer base.

Environmental concerns, and the subsequent drive for sustainable products, is one of the major trends prevailing in the global market. Consumer environmental friendliness mostly relates to a preference for recycled and recyclable packaging, as well as low-temperature items and non-harmful & chemical-free products. Thus, the rising inclination towards chemical-free components is expected to have a profound impact on the global market.

The chemical ingredients segment contributed to the highest share of over 86% of the global market revenue in 2021. Chemicals are widely used in household cleaning products, including surfactants, solvents, bleaches, etc. Chemical cleaning products have witnessed a significant increase in demand in recent years. Customers are increasingly relying on chemical-based household cleansers to disinfect areas around the home as a result of the COVID-19 outbreak.

Chemical cleaning product consumption and sales have surged at an unprecedented rate as a result of the mounting threat of the COVID-19 pandemic. However, growing concerns regarding the side effects caused by the usage of chemical-based household cleaning products may stunt the growth of the chemical-based ingredients segment during the forecast period. 

List of Key Players in the Household Cleaners Market

• Procter & Gamble (Cascade)
• Unilever
• Henkel AG & Co. KGaA (Pril)
• Reckitt Benckiser Group PLC (Finish)
• Colgate-Palmolive Company
• Kao Corporation
• The Clorox Company