Household Cleaning Products Market Report 2025

The household cleaning products market size has grown strongly in recent years. It will grow from $125.82 billion in 2024 to $136.06 billion in 2025 at a compound annual growth rate (CAGR) of 8.1%. The growth in the historic period can be attributed to rising health and hygiene awareness, urbanization and changing lifestyles, environmental concerns, product innovation and branding, dual-income households.

The household cleaning products market size is expected to see strong growth in the next few years. It will grow to $198.38 billion in 2029 at a compound annual growth rate (CAGR) of 9.9%. The growth in the forecast period can be attributed to pandemic-driven hygiene practices, smart home integration, increased focus on disinfection, sustainable packaging, rise of private labels. Major trends in the forecast period include rise in eco-friendly and sustainable products, growth of disinfectant and antimicrobial products, expansion of e-commerce channels, innovations in packaging design, integration of smart and connected technologies.

Growing awareness of natural household cleaning products is expected to drive the expansion of the household cleaning products market. Natural household cleaning products are cleaning agents and solutions made from ingredients sourced from nature, such as plants, minerals, and essential oils. Consumers are increasingly opting for natural or 'green' cleaners due to their sustainable appeal and lack of hazardous chemicals. For example, in May 2022, the U.S. Environmental Protection Agency launched an updated Design for the Environment logo for eco-friendly antimicrobial solutions to promote sustainable cleaning products. Likewise, a March 2022 survey by Sensormatic Solutions, a U.S.-based retail technology provider and subsidiary of Johnson Controls, found that 80% of 1,000 U.S. consumers prioritize sustainability, with 70% willing to pay more and 54% actively researching eco-friendly initiatives. This shift underscores sustainability as a key factor influencing purchasing behavior. Therefore, rising awareness of natural household cleaning products is driving market growth.

Rising disposable income is anticipated to boost the household cleaning products market. Disposable income is the amount of income households have available for spending and saving after taxes. With higher disposable income, consumers are more likely to allocate funds toward non-essential goods like household cleaning products, thus increasing demand for a variety of cleaning solutions and innovative products. For instance, Germany's GDP growth is projected to shift from -0.3% in 2023 to 0.1% in 2024, with further growth expected at 1% in 2025. Therefore, rising disposable income is fueling the expansion of the household cleaning products market.

The trend of ingredient transparency is gaining popularity, with premier companies swiftly transitioning towards providing consumers with clear information. Consumers are increasingly interested in knowing the composition of cleaning products and whether they are made from natural or plant-based raw materials. For instance, in June 2022, the American Cleaning Institute (ACI), a US-based non-profit organization representing cleaning product producers, launched the 'What Cleaning Ingredients Do' tool. This tool, designed to enhance consumer understanding through greater transparency, is a searchable database featuring 800+ chemical ingredients commonly found in household cleaners, each accompanied by consistent, consumer-tested function descriptions.

Premier companies in the market are directing their efforts towards the development of innovative laundry care products, including sustainable laundry detergent, to meet increasing demand and expand their customer base. Sustainable laundry detergent refers to a cleaning product designed for washing clothes that incorporates environmentally friendly and socially responsible practices throughout its production, use, and disposal lifecycle. For instance, Henkel AG & Co. KGaA, a Germany-based consumer goods company, launched an ultra-concentrated version of its eco liquid laundry detergent in April 2022. Packaged in a new eco bottle made entirely from 100% recycled plastic, this detergent employs a grip format that utilizes less plastic compared to a through-handle design. The ultra-concentrated formula allows for more loads per bottle, contributing to reduced environmental impact.

In October 2023, Paladin Holdings LLC, a UK-based investment company in the chemical manufacturing sector, acquired Texize Inc. for an undisclosed sum. Through this acquisition, Paladin Holdings LLC aims to bolster its position in the cleaning products market by utilizing Texize Inc.’s established expertise in industrial and commercial cleaning solutions. This strategic move is expected to drive product innovation and support market expansion, aligning with Paladin’s broader investment goals. Texize Inc. is a US-based chemical manufacturer specializing in industrial and commercial cleaning products.

Major companies operating in the household cleaning products market include The Procter & Gamble Company, Unilever, Henkel AG & Co. KGaA, The Dial Corporation, Colgate-Palmolive, Reckitt Benckiser Group plc, Kao Group, S. C. Johnson & Son Inc, Amway Corporation, The Clorox Company, Church & Dwight Co. Inc., The Sun Products Corporation, Dabur India Limited, Godrej Consumer Products Limited, Zep Inc., Nice-Pak Products Inc., Werner & Mertz GmbH, Grove Collaborative, The Honest Company, McBride plc, CareClean, KLEEN, Ecover, Bombril S/A, everdrop GmbH, Astley Dye & Chemical Co. Ltd., Jelmar LLC, For Life Products, Method Products PBC, Aqdot Limited, Seventh Generation.

North America was the largest region in the household cleaning products market in 2024. Asia-Pacific is expected to be the fastest-growing region in the market. The regions covered in the household cleaning products market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the household cleaning products market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The household cleaning product market comprises entities selling products used to remove dirt from surfaces, including laundry detergents, surface cleaners, dishwashing products, and toilet cleaners. These products, packed in recognizable bottles and sachets with various colors and fragrances, are intended for cleaning both soft and hard surfaces in homes.

The primary types of household cleaning products include dishwashing products, toilet cleaners, surface cleaners, and laundry detergents. Dishwashing products, containing detergents for cleaning and removing food soil, are primarily used in kitchen appliances. These products are distributed through channels such as supermarkets, convenience stores, and online retail, finding applications in the bathroom, kitchen, and on floors.

The household cleaning product market research report is one of a series of new reports that provides household cleaning product market statistics, including household cleaning product industry global market size, regional shares, competitors with a household cleaning product market share, detailed household cleaning product market segments, market trends and opportunities, and any further data you may need to thrive in the household cleaning product industry. This household cleaning product market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The household cleaning product market consists of sales of household cleaning products such as disinfectants and glass cleaners. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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