Top 10 Household Cleaning Products Brands, 2023

Increasing awareness of hygiene among consumers is set to boost the demand for household cleaning products. Increasing demand for natural and eco-friendly products, which are soft on skin and environment-friendly is set to surge the demand for household cleaning products. Lack of hygiene led to various health issues and problems.     

As per a report by Fortune Business Insights™, the market for household cleaning products reached USD 235.76 billion in 2021 and is set to reach USD 334.16 billion by 2029 with a CAGR of 4.4% during the forecast period. Rising awareness amongst people to keep their household clean is estimated to drive the market. Changing lifestyles, urbanization, and personal hygiene are anticipated to propel market growth.

Fortune Business Insights™ Profiles Top 10 Key Household Cleaning Products Brands

1. The Procter & Gamble Co.

The Procter & Gamble Co. (P&G) is an U.S.-based consumer goods corporation located in Ohio. Founded in 1837, the company is the world's leading consumer goods manufacturing company and home to famous and best brands such as Always, Braun, Charmin Fairy, Febreze, Head & Shoulders, Gillette, Oral B, Pampers, Pantene, Tide, and others. The major brands operating in the fabric and homecare segments are Ariel, Downy, Gain, Tide, Cascade, Dawn, Fairy, Febreze, Mr. Clean, and Swiffer.In January 2020, the Procter & Gamble Co. announced plans to spend USD 310 million to build a production facility in Utah.

2. Unilever plc

Unilever plc is a British consumer goods company that has more than 400 brands. The company has a product portfolio that ranges from nutritionally balanced foods to exuberant ice creams, affordable soaps, premium shampoos, and cosmetics for daily home care. The company houses world-leading brands such as Lipton, Dove, Knorr, Axe, and Omo, Ben & Jerry's, Dermalogica, and the Dollar Shave Club. In April 2021, Unilever launched the world’s first laundry capsule in the market made from industrial carbon emissions.

3. Henkel AG & Co. KGaA

Henkel AG & Co. KGaA, commonly known as Henkel, is a manufacturer of consumer goods and mainly operates in three business areas, which include adhesive technologies, laundry & home care, and beauty care. Household cleaning products manufactured by the company mainly include laundry detergents & additives, fabric softeners, dishwashing products, surface cleaners, air care, toilet care, stain lifters, rim blocks, and WC cleaners.

In February 2021, Henkel launched its toilet cleaners in a new packaging made up of recycled plastics content of up to 75%.

4. Colgate-Palmolive Co.

Colgate-Palmolive Company is an U.S.-based multinational consumer goods company located in New York City. The company focuses on the production, distribution, and provision of household, healthcare, personal care, and veterinary products. The company manufactures a wide array of products for the home care market, which includes Axion, Ajax, Palmolive, Murphy, and Fabuloso. The company is the main player in the fabric conditioners market. Its brands include Soupline in Europe, Suavitel in Latin America, and Cuddly in the South Pacific region.

In January 2020, Colgate-Palmolive Company acquired Hello Products LLC, a premium oral care brand in the U.S., a portfolio company of Tenth Avenue Holdings.

5. Reckitt Benckiser Group Plc

Reckitt Benckiser Group Plc, normally traded as Reckitt, is a manufacturer of consumer goods that offer hygiene, health, and nutrition products. The company was founded in 1999. The company operates in two main divisions, health and hygiene homes. The hygiene home segment includes big brands such as Finish, Harpic, Vanish Cillit Bang, Lysol, Calgon, Air Wick, Mortein, and Woolite. The company focuses on personalized nutrition, digital health, fitness, and hygiene.

6. Kao Group

Kao Group or Kao Corporation is a cosmetics and chemicals company, located in Tokyo, Japan. It is a manufacturer of hygiene, beauty, and healthcare products while its chemical firm stimulates the growth of various industries. Major business segments of the company include cosmetics and skin care, hair care business, human healthcare, fabric and homecare, and chemicals. Kao Corporation used 100% recycled polyethylene terephthalate (PET) plastic for its packaging in 2021 in Japan. The company puts emphasis on its beauty care business in the Americas, the Middle East & Africa, and Europe regions, with luxury brands in three business sectors such as Salon, Mass, and Prestige.

7. Godrej Consumer Products Ltd.

Godrej Consumer Products Ltd. (GCPL) is a manufacturer of consumer products. The company offers products and solutions for home care, hair care, and personal care. The products include hair colorants, soap, liquid detergents, and toiletries. The brands include 'Cinthol', 'Godrej Fair Glow', 'Godrej No.1', 'Godrej Shikakai', 'Godrej Powder Hair Dye', 'Renew', 'ColourSoft', and 'Ezee' liquid detergent. The aim of the company is to create an identity in three emerging markets like Asia, Latin America, and Africa with three product segments that include home care, hair care, and personal care in line with a 3 by 3 approach for global expansion.In December 2020, Godrej Consumer Products Ltd. launched ProClean and stepped into the household cleaning products industry.

Various Market Strategies Adopted by Key Players to Expand Consumer Base

Various industrial developments in the market showcase innumerable strategies that the market players have been adopting. For instance, in January 2022, Henkel Corporation planned to integrate its beauty care and laundry & home care segment. This is set to create new brands for consumers with the help of a new platform. The combination of different segments of the company is set to offer various opportunities for the company and also help in expansion of the consumer base. The trend for using natural and green ingredients is rising owing to increasing environmental problems. In December 2021, Unilever launched a new liquid for dishwashing made from 100% natural ingredients. The product is 99% biodegradable and is made from recyclable plastics.