Household Cleaning Products Market Size, Share & COVID-19 Impact Analysis, By Product Type (Laundry Detergents, Surface Cleaners, Dishwashing Products, Toilet Cleaners, and Others), and Regional Forecast, 2021-2028

The global household cleaning products market size was USD 221.32 billion in 2020. The global impact of COVID-19 has been unprecedented and staggering, with the product witnessing a positive demand shock across all regions amid the pandemic. Based on our analysis, the global market exhibited a huge growth of 18.2% in 2020. The market is projected to grow from USD 235.76 billion in 2021 to USD 320.82 billion in 2028 at a CAGR of 4.5% during the 2021-2028 period. The sudden rise in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over.

Understanding the increasing need for household cleaning products backed by the prevalence of the COVID-19 pandemic, leading companies are entering the market with new product launches. For instance, in December 2020, Godrej Consumer Products Limited introduced surface cleaners and surface disinfecting products under its ProClean brand. The company launched bathroom, toilet, and floor cleaners to meet the growing demand for home hygiene products. Also, these products are made available on common e-commerce websites to increase product visibility.

An Infographic Representation of Household Cleaning Products Market

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Emergence of COVID-19 Pandemic to Boost Demand for Cleaning Products

COVID-19 pandemic had an extraordinary effect on the market in 2020. With the second wave, the ongoing pandemic is expected to boost demand for cleaning products in 2021. The COVID-19 has positively boosted the market as people became more conscious about hygienic living and house cleaning. The sudden increase in demand for household cleaning products led to the supply shortage, and many of the manufacturers increased their production capacities to meet consumer needs. For instance, leading manufacturers such as Reckitt Benckiser, P&G, Henkel experienced a huge demand for disinfectant products in 2020. These companies ramped up their production and are running at maximum capacity to meet a significant increase in demand.

Many manufacturers came forward and expressed their support to communities around the world. As this pandemic will be part of our life, at least for the year 2021, the year-on-year growth rate of the market for household cleaning products is expected to remain positive.

LATEST TRENDS

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Full Disclosure of Ingredients On Labels is a Key Trend

Providing information about the product ingredients is the new trend in the market. After the Consumer Product Ingredient Communication Initiative was launched in 2010 in the U.S., companies started to provide information about the ingredients in products such as floor cleaners, air care, and home care products. Consumers are looking forward to obtaining information regarding the ingredients and checking the authenticity of cleaning products. They are interested in understanding the transparency of the finished products and all about the supply chains. Many consumers tend to compare the contents and risks associated with the ingredients. As mouth publicity is an important aspect of marketing, companies showcase product ingredients to gain consumer trust that will bode well for the global household cleaning products market growth.   

DRIVING FACTORS

Increasing Demand for Natural Products to Boost Market Growth

Chemicals have become a part of life, and we all are getting affected by them. Thus, it has been noticed that many consumers are moving towards green and natural products as they are eco-friendly and gentle for the skin and the environment. Nowadays, the demand for natural and green products is high worldwide, and the demand for green cleaning products has propelled the growth of the industry. The rising environmental issues are playing a major role in the increasing demand for green and natural products. People are willing to pay more money for natural and organic products to save the environment. Thus, it has become a huge game-changer for this market. It is also predicted that the usage of harsh chemical products will reduce soon, as people are willing to spend hours cleaning their homes and willing to pay more for the right kind of product.

RESTRAINING FACTORS

Lack of Customer Retention & Product Differentiation to Limit Market Growth

The product choice may vary from person to person, based on psychographic, demographic, and behavioral factors. The standard of lifestyle and awareness mainly influences consumer behavior. In today's world, the market for household cleaning products faces challenges in retaining consumer loyalty and product differentiation. Consumers are often attracted to new and innovative products. Thus, loyalty towards a single product or brand is hard. Due to changing consumer behaviors, it becomes very difficult for the small & medium scaled manufacturers to cope with the changing trends. Thus, such factors together limit the growth of the market.  

SEGMENTATION

By Product Type Analysis

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Laundry Detergents to Hold the Largest Share in the Global Market

The global market is segmented into laundry detergents, surface cleaners, dishwashing products, toilet cleaners, and others.

The laundry detergents segment holds the largest household cleaning products market share in the global market. Clothes need to be washed often & wearing clean clothes is considered to be a hygienic habit. Thus, with the increasing healthcare awareness, the segment is expected to dominate the market during the forecast period. Detergents help to loosen dirt, stain marks, which cannot be solely done with water. It loses the bond of dirt or stains from cloth, breaks it up, and washes it away.

Laundry bars are also used in most parts of the world to wash laundry by hand or treat small strains as efficient, affordable, and travel-friendly. Also, product innovation is creating a positive outlook for the growth of this segment in upcoming years. For instance, in September 2020, Unilever Group announced future strategies to eliminate fossil fuel ingredients from cleaning products by the end of 2030. Moreover, in April 2021, the company, in association with LanzaTech and India Glycol, launched the first global laundry capsule derived from industrial carbon emissions.   

The surface cleaners segment is projected to register the fastest growth of 5.0% during the forecast period, followed by dishwashing products. A unique combination of durability and performance is driving the growth of these segments in the market for household cleaning products.

With the introduction of advanced toilet cleaners, which offer multiple benefits such as cleanliness, germ killings, and odor removal, the toilet cleaners segment is expected to showcase significant growth during the forecast period.    

REGIONAL INSIGHTS

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Asia Pacific holds the largest share in the global market. This is due to a large population backed by the increasing disposable incomes of the working population in the region. Asia Pacific stood at USD 76.80 billion in 2020. The region is densely populated. Thus, the demand for cleaning products from households is high. In Asia Pacific, China is the major producer, followed by Japan and India. Consumers in the region are well aware of the environmental hazards of toxic chemical usage and are more inclined towards natural cleaning products. Thus, local manufacturers are introducing new bio-friendly products to tap growth opportunities in emerging economies. For instance, in September 2020, Proklean Technologies launched green floor cleaners and liquid detergents in the Indian market.   

North America holds a significant share in the market due to large cleaning product manufacturers in the region. The rising environmental concerns have fueled the demand for efficient and safe homecare products. Due to the presence of a large population, the U.S. is the key consumer in the global market.

In Europe, the market for household cleaning products is well established and projected to grow at a slow pace compared to other regions. However, many companies invest in R&D to develop new and eco-friendly products to reduce environmental footprints. Also, owing to strict European legislation, manufacturers need to keep their product quality up to the mark.

The Middle East & Africa region is expected to be a promising region for the growth of household cleaning products. The demand for cleaning agents is increasing due to rapid urbanization and the rising population in the region. According to Africa's Urbanization Dynamics 2020 by the Organization for Economic Cooperation and Development (OECD), the region is expected to showcase the fastest urban growth rate by 2050.

Latin America is expected to showcase slow growth in the market due to the slow growth of the population. In Latin America, Brazil is projected to indicate the fastest CAGR due to increasing investment by key players in the region and growing awareness about keeping home hygiene.    

KEY INDUSTRY PLAYERS

Key Players Focus on New Product Launch to Garner Market Presence

Strategic launch of new household cleaning products and acquisition of smaller companies are the key strategies followed by key players to enhance their market presence. Companies such as the Reckitt Benckiser Group, Henkel, P&G are investing in launching new products in the market. For instance, in January 2020, the Reckitt Benckiser Group launched a new variant of disinfectant under its most popular Lizol brand in India. This product is specially designed to clean cement floors. In May 2019, with the launch of Woolite, a keratin-based liquid detergent, the company entered into the Indian premium liquid detergents segment. The company launched the Woolite brand only on e-commerce websites.         

LIST OF KEY COMPANIES PROFILED

• Church & Dwight Co. Inc. (U.S.)


• Colgate-Palmolive Co. (U.S.)


• Godrej Consumer Products Ltd. (India)


• Henkel AG & Co. KGaA (Germany)


• Kao Group (Japan)


• The Procter & Gamble Co. (U.S.)


• Reckitt Benckiser Group Plc  (U.K.)


• S. C. Johnson & Son Inc.  (U.S.)


• Goodmaid Chemicals Corporation (Malaysia)


• Unilever NV (U.K.)

KEY INDUSTRY DEVELOPMENTS:

• September 2019 – Church & Dwight Co. Inc. announced the launch of ARM & HAMMER with a new, streamlined laundry solution that delivers optimum performance. At 37% less plastic and 30% less water, ARM & HAMMER developed this product with efficiency in mind, making it simpler to transport, utilize, and store. It was achieved to meet the needs of consumers seeking goods that make their busy lifestyles.


• February 2020 - Henkel announced that it is launching a new extended plant of beauty care in the Moscow region with more than USD 21.94 million investment. The new facility has an annual capacity of over 300 million units of finished goods. The capital investment process allowed the firms to gain their manufacturing capacity by nearly half from 200 million to 320 million final product units per year and almost twice storage space to 3,000 pallet positions. This was intended to make the company one of Russia's biggest cosmetics factories and Henkel's second-largest Beauty Care factory in the world.

REPORT COVERAGE

The global household cleaning products market research report provides a detailed analysis of the market and focuses on crucial aspects such as leading companies and product type segments. Besides, it offers insights into key market trends, price trends and highlights vital industry developments. In addition to the factors mentioned above, the report encompasses various factors contributing to the market growth over recent years. The competitive landscape section covers the detailed profiles of leading key players operating in the global market.

Report Scope & Segmentation