Household Cleaners Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Household Cleaners Market 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, South America, Asia-Pacific, and Middle-East and Africa). The report offers the market size and forecasts for household cleaners in value (USD million) for all the above segments.

Market Snapshot

Household Cleaners Market Overview
Study Period: 2016 - 2026
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 5.9 %

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Market Overview

The household cleaners market is projected to register a CAGR of 5.9% during the forecast period, 2021-2026.

Amidst the difficulties of the COVID-19 pandemic, household cleaning products have seen a drastic surge in demand globally, primarily due to increased consumer concerns about health and hygiene. Consumers have been cleaning more to keep them safe from the deadly virus and due to being at home more. The e-commerce channel was boosted by the lockdown in 2020 as consumers turned to online shopping when they could not visit in-store retailing venues. ​Additionally, COVID-19 has resulted in a generation of opportunities for many private players to emerge in the market to cater to the inflated demand.

Even 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 household cleaning products has further led to an increase in high-quality products. In price-sensitive markets such as Asia-Pacific and Latin America, the easy availability of cheap substitutes as compared to branded products is hindering the growth of the market in this region.

The increasing rate of urbanization and changes in lifestyle, owing to rising disposable incomes boosted by improved sanitation standards, are likely to positively impact the market’s growth in the years to come.

Scope of the Report

Household cleaners are chemicals used for cleaning homes. The household cleaners market is segmented by product type, distribution channel, and geography. On the basis of product type, the market is segmented into surface cleaner, glass cleaner, toilet bowl cleaner, and other product types. On the basis of distribution channel, the market is segmented into 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, and 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 on the basis of value in USD million.

By Product Type
Surface Cleaners
Glass Cleaners
Toilet Bowl Cleaners
Other Product Types
By 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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Key Market Trends

The Surface Cleaners Segment Leads the Household Cleaners Market

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 the introduction of smart drop technologies that are specifically developed to preserve specialized surfaces. 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 and surface cleaners in terms of packaging, quality, pricing, and fragrance. Nowadays, consumers also prefer eco-friendly toilet care products with natural and refreshing fragrances. For instance, Clorox Professional Product Company offers a ‘Green Works Natural Toilet Bowl Cleaner’ that is made up of natural ingredients.

Household Cleaners Market 1

North America Remains One of the Largest Household Cleaners Market

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. The leading market players are also leveraging online platforms optimally by selling their products through their website as well as by listing the products on popular social media websites to improve their visibility and reachability in the region studied.

global household cleaners market

Competitive Landscape

The household cleaners market faces high competition, as the major share is held by the leading players, which include Amway Corporation, Procter & Gamble, Henkel AG, Unilever, Church & Dwight, and Colgate-Palmolive. 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 of Asia-Pacific, like Thailand and India, to expand their revenue base. The key brands are also embarking on mergers and acquisitions and new product developments as some of their key strategies to achieve consolidation and optimize their offerings, respectively.

Recent Developments

In December 2020, Godrej Consumer Products Limited (GCPL) forayed into the home cleaning products segment with the launch of Godrej ProClean, a brand of surface cleaning and disinfecting solutions. The ProClean range offers three products, including ProClean Toilet Cleaner, ProClean Bathroom Cleaner, and ProClean Floor Cleaner.

In November 2020, Emami Limited announced the launch of its foray into the home hygiene segment of the Indian market with products under the ‘Emasol’ range. The company announced the launch of disinfectant floor, toilet, and bathroom cleaners, along with an ‘antibacterial’ dish wash gel and an all-purpose sanitizer.

In February 2020, Procter & Gamble (P&G), the manufacturer of big brands like Bounty, Charmin, and Febreze, launched a new line of antibacterial cleaning products, Microban 24. Microban 24 is available in three different forms: a sanitizing spray, a multi-purpose cleaner, and a bathroom cleaner in both Fresh Scent and Citrus Scent. The new brand of antibacterial home sanitizing products claims to keep surfaces protected against bacteria for 24 hours when used as directed.

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 By 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 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 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

    4. 5.4


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Colgate-Palmolive Company

      2. 6.4.2 The Procter & Gamble Company

      3. 6.4.3 Henkel AG & Co. KGaA

      4. 6.4.4 Unilever

      5. 6.4.5 Reckitt Benckiser Group PLC

      6. 6.4.6 Church & Dwight Co. Inc.

      7. 6.4.7 Kao Corporation

      8. 6.4.8 S.C. Johnson & Son Inc.

      9. 6.4.9 McBride PLC

      10. 6.4.10 Vikara Services Pvt. Ltd (THE BETTER HOME)

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Household Cleaners Market market is studied from 2016 - 2026.

The Household Cleaners Market is growing at a CAGR of 5.9% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2020.

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

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