Household Cleaning Products Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The Household Cleaning Equipment Market Report is segmented by Product Type (Surface Cleaner, Glass Cleaner, Toilet Bowl Cleaner, 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 size and forecasts for household cleaners in value (USD Billion) for all the above segments.

Household Cleaners Market Size

Household Cleaners Market Summary
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Study Period 2016 -2027
Base Year For Estimation 2022
CAGR 6.20 %
Fastest Growing Market Asia Pacific
Largest Market North America
Market Concentration Low

Major Players

Household Cleaners Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Household Cleaners Market Analysis

The Global Household Cleaners Market is projected to register a CAGR of 6.2% in the coming five years.

The demand for household cleaning products has risen significantly worldwide, owing to growing consumer concerns about sanitation and well-being. A lack of hygiene at home leads to numerous health issues such as diarrhea, Buruli ulcer, etc., making it essential for consumers to maintain proper hygiene. Rising awareness among people regarding keeping the household clean has become one of the primary driving factors for the household cleaners market growth. Additionally, the easy availability of household cleaners coupled with several variations, including different fragrances, is likely to boost 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 the coming years with the increasing household spending on such products. For instance, in 2021, according to the Bureau of Labor Statistics, expenditure on laundry and cleaning products per consumer unit in the United States was USD 178.45, which was higher than in 2020.

Over the medium term, globally, the household cleaners market is expected to grow due to an increase in product innovation from key players. An increase in consumer awareness about organic household cleaning products has further increased high-quality products. In price-sensitive markets such as Asia-Pacific and Latin America, the easy availability of cheap substitutes compared to branded products is hindering the market's growth in this region. 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 Trends

This section covers the major market trends shaping the Household Cleaners Market according to our research experts:

Demand for Organic Cleaning Products

Surface cleaners represent a steadily growing segment driven by improved household spending and consumers' emphasis on more hygienic lifestyles. Surfaces like glass, mirrored, stainless, and wood can now be cleaned with smart drop technologies specifically developed to preserve specialized characters. Liquid cleaners that are a suspension of solid abrasive particles in a thickened liquid matrix are now available in different formats, such as trigger sprays, aerosol cans, and pump-actuated bottles. Market players are also introducing innovative toilet, dishwashing, and surface cleaners in terms of packaging, quality, pricing, and fragrance. Consumers also prefer eco-friendly toilet care and dishwashing products with natural ingredients and refreshing scents. For instance, in December 2021, Unilever launched a new dishwashing liquid with 100% naturally derived ingredients. The product was more renewable, 99% biodegradable, and found in bottles made with 100& recyclable plastics. The company aimed to reduce carbon footprints and the dependency on fossil-based ingredients. In the study conducted by the CDC throughout the USA during the COVID-19 pandemic period, one-fourth of the participants reported one or the other problem related to the use of cleaners and disinfectants; the problem was related to skin, eye, nose, and sinus irritation, headache, nausea, and respiratory distress. This resulted in increased demand for organic cleaning products with no risk involved. This also impacts the import and export of washing and cleaning products in the regions.

Household Cleaners Market : Import Trade Value of Washing and Cleaning Preparations, United Kingdom, 2017-2021

North America Remains the Largest Market

The North American market is expected to experience considerable growth backed by the rising environmental concerns that are propelling the demand for safe and organic homecare products during the forecast period. The adoption of a healthier lifestyle, coupled with the increasing concern for hygiene, has been one of the key drivers for the household cleaners market in North American countries such as the United States and Canada over the past few years. The well-established real estate sector, household expenditure, and growth in housing units are some of the factors increasing the sales of household cleaners in the United States. Also, the increasing use of household cleaners such as surface deodorizers is expected to boost the demand for household cleaners in the region. Thus, manufacturers are introducing new fragrances such as citrus and natural deodorizers, and using fresheners as fragrances is a decisive factor of purchase in the market. For instance, in February 2022, SC Johnson Professional launched its Quaternary Disinfectant Cleaner in a new easy-to-measure, squeeze-and-pour bottle. The product cleans, disinfects, and deodorizes in one labor-saving step and the packaging format simplifies measuring for dilution in a bucket, automatic scrubber, or spray bottle. The leading market players are also leveraging online platforms optimally by selling their products through their websites as well as by listing the products on popular social media websites to improve their visibility and reachability in the region studied.

Household Cleaners Market : Market Size (6), By Geography, Global, 2021

Household Cleaners Industry Overview

The household cleaners market is highly competitive with the presence of players, which include Henkel AG & Co. KGaA, Colgate-Palmolive Company, Reckitt Benckiser Group plc, Procter & Gamble Company, and Unilever PLC. Additionally, there is a presence of private-label players due to a high degree of price competition in the market. Leading manufacturers in the household cleaners market are focusing on leveraging opportunities posed by emerging markets to expand their revenue base. The key brands are also embarking on mergers and acquisitions and new product developments as critical strategies to consolidate and optimize their offerings. In April 2021, Spectrum Brands Holdings, Inc., a USA-based company offering home-essential cleaning products, announced the acquisition of For Life Products LLC for approximately USD 300 million. For Life Products, LLC is a USA-based household cleaning and maintenance manufacturer. Through the investment, Spectrum aimed to leverage the efficient supply chain and strong customer relationships of Life Products, drive future growth, and create value through substantial revenue and manufacturing synergies.

Household Cleaners Market Leaders

  1. Henkel AG & Co. KGaA

  2. Colgate-Palmolive Company

  3. Reckitt Benckiser Group plc

  4. The Procter & Gamble Company

  5. Unilever PLC

*Disclaimer: Major Players sorted in no particular order

Henkel AG & Co. KGaA, Colgate-Palmolive Company, Unilever, Reckitt Benckiser Group plc, The Procter & Gamble Company

Household Cleaners Market News

  • In April 2022, J.R. Watkins launched their clean and powerful Foaming Dish Soap in select Target stores in Califonia. The soap is formulated with plant-derived cleansing agents such as coconut and is hypoallergenic, dermatologically tested, and free of sulfates, parabens, and triclosan. The formula is also free of petroleum-based and sulfate cleansing.
  • In March 2022, Palmolive and Walmart launched the dish soap category Palmolive Shake & Clean Dish Soap, The bottle in the starter kit is made from 100% recycled plastic and both the bottle and carton are widely recyclable.
  • In February 2022, The Henkel company launched a new dishwashing liquid range, Pril Stark & Naturlich, featuring natural ingredients and sustainable packaging. Pril offers a refillable pump dispenser, the bottle body is made exclusively from recycled plastic, and the refill pouch saves 70 percent plastic compared to the pump dispenser. The formula contains 93 percent of ingredients of natural origin as well as food-certified colorants and fragrances.

Household Cleaners Market Report - Table of Contents


    1. 1.1 Study Deliverables and Study Assumptions

    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 Product Type

      1. 5.1.1 Surface Cleaners

      2. 5.1.2 Glass Cleaners

      3. 5.1.3 Toilet Bowl Cleaners

      4. 5.1.4 Other Product Types

    2. 5.2 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 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. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        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. South Africa

        2. United Arab Emirates

        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 Colgate-Palmolive Company

      2. 6.3.2 The Procter & Gamble Company

      3. 6.3.3 Henkel AG & Co. KGaA

      4. 6.3.4 Unilever PLC

      5. 6.3.5 Reckitt Benckiser Group PLC

      6. 6.3.6 Church & Dwight Co. Inc.

      7. 6.3.7 Kao Corporation

      8. 6.3.8 S.C. Johnson & Son Inc.

      9. 6.3.9 McBride PLC

      10. 6.3.10 Vikara Services Pvt. Ltd (THE BETTER HOME)

    4. *List Not Exhaustive


**Subject to Availability

Household Cleaners Industry Segmentation

Household cleaners are chemicals used to keep the house clean and maintain hygiene. The household cleaners market is segmented by product type, distribution channel, and geography. Based on product type, the market is segmented into surface cleaners, glass cleaners, toilet cleaners, dishwashing detergents, and other product types. The market is segmented based on distribution channels: supermarkets/hypermarkets, convenience stores, online retail stores, and other distribution channels. The report also covers a detailed geographical analysis, which includes North America, Europe, Asia-Pacific, South America, the Middle East, and Africa. The report also offers the market size and forecasts for household cleaners across the five major regions. For each segment, the market sizing and forecasts have been done based on the value of USD billion.

Product Type
Surface Cleaners
Glass Cleaners
Toilet Bowl Cleaners
Other Product Types
Distribution Channel
Convenience Stores
Online Retail Stores
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle-East and Africa
South Africa
United Arab Emirates
Rest of Middle-East and Africa

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Household Cleaners Market Research FAQs

The Household Cleaners Market is projected to register a CAGR of 6.2% during the forecast period (2023-2027).

Henkel AG & Co. KGaA, Colgate-Palmolive Company, Reckitt Benckiser Group plc, The Procter & Gamble Company and Unilever PLC are the major companies operating in the Household Cleaners 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 Household Cleaners Market.

Household Cleaners Industry Report

Statistics for the 2023 Household Cleaners market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Household Cleaners 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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