Home Care Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The report covers Global Household Care Market Future and is Segmented by Product Type (Air Care, Dishwashing, Bleach, Insecticides, Laundry Care, Surface Care, Toilet Care, and Other Product Types), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Online Retail Stores, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle East and Africa). The report offers the market sizes and forecasts in terms of value (USD million) for the above segments.

Home Care Market Size

Home Care Market Summary
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Study Period 2016 -2027
Base Year For Estimation 2022
CAGR 4.67 %
Fastest Growing Market Asia Pacific
Largest Market North America
Market Concentration Low

Major Players

Home Care Market Major Players

*Disclaimer: Major Players sorted in no particular order


Need a report that reflects how COVID-19 has impacted this market and its growth?

Home Care Market Analysis

The home care market is projected to register a CAGR of 4.67% during the forecast period.

As consumers have become more conscious about personal and home hygiene after the COVID-19 outbreak, the demand for laundry care, surface care, and toilet care-related products in both personal and commercial product markets is witnessing escalated growth.​ In the recent past, online consumer spending increased significantly, which boosted the online sales of household cleaners. Procter & Gamble, Henkel AG, Unilever, Church & Dwight, and the Reckitt Benckiser Group are the leading players offering home care products globally.

With connected platforms, consumers are more informed and concerned about personal and environmental health. The major players are creating packaging with 100% biodegradable materials to reduce environmental harm. For instance, in June 2021, Unilever PLC made the world's first paper-based laundry detergent bottle without additional plastic layers. Such innovations are driving the home care market for sustainable development of the environment and cleaner homes. The market players are launching their products on online apps to promote them. Also, they are advertising the products in different and unique ways by featuring celebrities in their ads, which drives market growth.

Developing innovative yet cost-effective, powerful, and efficient new home care products is vital in household applications to keep abreast of the constantly developing cleaning and other home care products. In addition, compliance with the demanding industry standards and regulations depends largely on high-performance products that meet these specific requirements, eventually creating substantial demand for multi-functional home care products.​

Home Care Market Trends

This section covers the major market trends shaping the Home Care Market according to our research experts:

Increasing Inclination for Home Hygiene

Hygiene is more than just cleanliness because cleanliness involves the removal of dirt, waste, or unwanted things from the surface of objects using detergents and other necessary equipment. On the other hand, hygiene practices focus on preventing disease, with cleaning as one of the several methods. Earlier, despite a general awareness of its importance, hygiene consciousness among the masses was not too high. This changed with the COVID-19 pandemic. India's growing number of households, disposable income, and increased purchasing power for home care and hygiene products are driving the sales of home care products across the country’s residential sector. According to the Ministry of Statistics and Programme Implementation (MOSPI), in 2021, per capita income across India was recorded at nearly INR 86,659, an increase from INR 83,003 in 2017. These figures are associated with stronger growth momentum, indicating increased economic demand.

Countries like China, Japan, Australia, and many more have been using home care products in abundance after the COVID-19 pandemic. The major players like P&G, Unilever, The Clorox Company, and many more are preparing products according to consumer requirements, which is why company revenue is growing. For instance, P&G had a revenue of USD 26,014 million in 2021 in the fabric and home care segment. Furthermore, the wide availability of cleaning products, with attractive packaging and innovative products, such as cruelty-free and eco-friendly, marketing campaigns, and increased consumer focus toward health and hygiene, is expected to boost the industry’s growth.

Home Care Market: Household Expenditure on Laundry and Cleaning Supplies, in USD United States, 2016-2021

North America Holds the Largest Market Share

The adoption of a healthier lifestyle and the increasing concerns for hygiene are the key drivers for the home care market in North American countries such as the United States and Canada. The well-established real estate sector, household expenditure, and the growth in housing units are directly related to home care sales in the United States. For instance, as per the US Census Bureau, the number of housing units reached 141.95 million in 2021, from 140.8 million in 2020, contributing to the sales of home care products in the United States at a significant scale. Vendors are introducing innovative products in terms of functionality, new ingredients, packaging, and fragrances. Consumer awareness and product knowledge about various home care products led to the introduction of high-performance and quality products. For instance, the rise in health consciousness among consumers about the prevalence of harmful diseases, such as diarrhea, led to an increase in the sales of toilet care products.

Home Care Market: Market Size (%), By Region, Global, 2021

Home Care Industry Overview

The home care market is highly fragmented. Key players in the market include Procter & Gamble, Unilever, Church & Dwight, Henkel AG & Co. KGaA, and Reckitt Benckiser Group PLC. Key players are focusing on online distribution channels for their products, online marketing, and branding to expand their geographic reach and increase their customer base. Leading manufacturers in the home care market are focusing on leveraging opportunities posed by the emerging markets of the Asia-Pacific region, like China and India, to expand their revenue base. Companies are differentiating their products in terms of functionalities, ingredients, prices, fragrances, packaging, and formats to gain a competitive advantage.

Home Care Market Leaders

  1. Henkel AG & Co. KGaA

  2. Unilever PLC

  3. Procter & Gamble Company

  4. Reckitt Benckiser Group PLC

  5. Church & Dwight Co., Inc.

*Disclaimer: Major Players sorted in no particular order

Home Care Market Concentration

Home Care Market News

  • December 2021: Unilever launched a new plant-based hand dishwashing product under its Lux brand. The product is prepared using plant-derived ingredients and has no fossil-derived chemicals.
  • September 2021: Hindustan Unilever Ltd announced that its famous detergent brand Surf Excel has transitioned to recyclable bottles made from 50% post-consumer recycled plastic while using 100% biodegradable actives in its formulations.
  • July 2021: Hindustan Unilever launched an in-store vending machine, Smart Fill, for its home care products. The vending machine was installed at Reliance Smart Acme Mall in Mumbai as a pilot project.

Home Care Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Air Care

      2. 5.1.2 Dishwashing

      3. 5.1.3 Bleach

      4. 5.1.4 Insecticides

      5. 5.1.5 Laundry Care

      6. 5.1.6 Surface Care

      7. 5.1.7 Toilet Care

      8. 5.1.8 Other Product Types

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Online Retail Stores

      4. 5.2.4 Other Distribution Channels

    3. 5.3 By Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. United Kingdom

        2. Germany

        3. France

        4. Italy

        5. Spain

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. India

        2. China

        3. Japan

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East and Africa

        1. Saudi Arabia

        2. South Africa

        3. Rest of Middle East and Africa


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Unilever PLC

      2. 6.3.2 Reckitt Benckiser Group PLC

      3. 6.3.3 Procter & Gamble Company

      4. 6.3.4 Henkel AG & Co. KGaA

      5. 6.3.5 Church & Dwight Co., Inc.

      6. 6.3.6 S.C. Johnson & Son Inc.

      7. 6.3.7 Kao Corporation

      8. 6.3.8 Himalaya Global Holdings Ltd.

      9. 6.3.9 The Clorox Company

      10. 6.3.10 Alticor Global Holdings Inc (Amway Corp)

    4. *List Not Exhaustive

**Subject to Availability
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Home Care Market Research FAQs

The Home Care Market is projected to register a CAGR of 4.67% during the forecast period (2023-2027).

Henkel AG & Co. KGaA, Unilever PLC, Procter & Gamble Company, Reckitt Benckiser Group PLC and Church & Dwight Co., Inc. are the major companies operating in the Home Care Market.

Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2023-2027).

In 2023, the North America accounts for the largest market share in the Home Care Market.

Homecare Industry Report

Statistics for the 2023 Homecare market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Homecare analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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