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, 2022-2029

The global household cleaning products market size was USD 235.76 billion in 2021. The market is projected to grow from USD 247.94 billion in 2022 to USD 334.16 billion in 2029 at a CAGR of 4.4% during the 2022-2029 period. The global impact of COVID-19 has been unprecedented and staggering, with household cleaning products witnessing a positive demand across all regions amid the pandemic. Based on our analysis, the global market exhibited an incline of 6.5% in 2021. The sudden incline in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over.

Leading companies are joining the global household cleaning goods market with new product launches, recognizing the growing demand for homecare products fueled by the ongoing COVID-19 pandemic. For example, Godrej Consumer Products Limited launched its 'ProClean' line of surface cleansers and disinfectants in December 2020. To fulfil the increased demand for home hygiene products, the company introduced bathroom, toilet, and floor cleaners. To boost product visibility, these products are also made available to customers via community e-commerce websites.

COVID-19 IMPACT

Emergence of COVID-19 Pandemic to Boost Market Growth

In 2020, the COVID-19 pandemic had a huge impact on the market. The second wave of the pandemic, which is still ongoing, increased the demand for cleaning goods in 2021. COVID-19 had a positive impact on the market as people have become more concerned of hygienic living and housekeeping. Attributed to the unexpected surge in demand for household cleaning goods, there was a supply deficit, and many manufacturers raised their production facilities to fulfil consumer demand. In 2020, top manufacturers, such as Reckitt Benckiser, P&G, and Henkel, for example, saw a surge in demand for disinfection goods. To accommodate the considerable rise in demand, these companies increased their output and are now operating at full capacity. Many companies have come forward to show their support for communities all over the world. As the pandemic will continue to be a part of our lives at least until 2022, the market for household cleaning products is predicted to increase at a healthy rate.

LATEST TRENDS

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Full Disclosure of Ingredients on the Labels to Influence Market Growth

There is a growing trend of providing information on the product's constituents. After the Consumer Product Ingredient Communication Initiative was formed in 2010, companies began to share information about the contents in products, including air care, floor cleaners, and household care products. Buyers want to know what chemicals are in cleaning products and how they can be trusted. They want to know about the transparency of end products and supply networks in general. Many consumers compare product ingredients and the risks associated with specific components. As word-of-mouth advertising is a significant component of household cleaning product marketing, companies are displaying product ingredients to boost consumer confidence.

DRIVING FACTORS

Increasing Demand for Natural Products is Boosting Growth of the Market

Chemicals have become ingrained in our culture, and we are all influenced by them. As a result, many people are gravitating toward green and natural goods, which are both eco-friendly and soft on the skin and the environment. Natural and green products are in high demand all around the world these days, and the desire for green cleaning products has fueled the industry's growth. The growing demand for green and natural products is mostly due to rising environmental concerns. People are ready to spend extra for natural and organic products to save the environment, and this has shifted the market dramatically.

It is also expected that the use of harsh chemical products would decrease in the near future as people are willing to spend not only hours cleaning their houses but also pay more for the right product, which, in turn, will drive the market.

RESTRAINING FACTORS

Lack of Customer Retention & Product Differentiation to Limit Market Growth

Product preferences differ from person to person and are influenced by psychographic, demographic, and behavioral factors. Consumer behavior is mostly impacted by lifestyle standards and awareness. Consumer loyalty and product distinctiveness are difficult to maintain in today's market for household cleaning products. Consumers are frequently drawn to innovative items, and as a result, they are unable to remain loyal to a single product or brand. Small & medium-sized manufacturers are finding it increasingly challenging to keep up with changing trends due to changing consumer preferences. As a result, these issues together limit market expansion. 

SEGMENTATION

By Product Type Analysis

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High Demand to Promote Growth of the Laundry Detergent Segment

On the basis of product type, the market is segmented into surface cleaners, laundry detergents, toilet cleaners, dishwashing products, and others.

The laundry detergents segment has the highest market share in the world since clean clothes are regarded hygienic, and clothes must be washed frequently. Detergents help eliminate grime and stain marks that are difficult to remove with water. It lifts dirt and stains from the fabric, breaks them up, and washes them away. Laundry bars are also used to wash garments by hand in most regions of the world since they are efficient, affordable, and compact. In addition, product innovation is producing an optimistic prognosis for this segment's growth in the coming years.

For example, Unilever Group revealed that by the end of 2030, it will eliminate fossil fuel ingredients from cleaning products. Additionally, the firm, in collaboration with LanzaTech and India Glycol, launched the world's first laundry capsule created from industrial carbon emissions in April 2021.

During the forecast period, the surface cleansers segment is expected to increase at the fastest rate of 4.9%, followed by dishwashing products. These segments' expansion in the global market is being driven by a unique combination of durability and performance. The toilet cleansers segment is predicted to rise significantly over the forecast period due to the advent of improved toilet cleaners that provide many benefits such as cleanliness, germ killing, and odor elimination.

REGIONAL INSIGHTS

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Attributed to the Asia Pacific region's massive population and rising disposable incomes, it has the largest share of the global market. In 2021, the Asia Pacific market was valued at USD 82.98 billion. As the region is highly inhabited, household cleaning goods are in high demand. China is the largest producer in Asia Pacific, followed by Japan and India. Consumers in the region are increasingly turning to natural cleaning products as a result of environmental concerns linked with the usage of toxic chemicals. As a result, local manufacturers are introducing bio-friendly products to capitalize on emerging market growth opportunities. Proklean Technologies, for instance, offered green floor cleaners and liquid detergents in the Indian market in September 2020.   

Due to the existence of major manufacturers of cleaning products in the region, North America owns a significant portion of the industry. In North America, rising environmental concerns have spurred the demand for efficient and safe homecare goods. The U.S. is the world's largest consumer due to its vast population. Household cleaning products have a well-established market in Europe, which is expected to grow at a slightly slower pace than in other regions. Many corporations, on the other hand, are investing in R&D to produce innovative and environment-friendly household cleaning products to lessen their environmental footprints. In addition, due to tight European legislation, manufacturers must maintain a high level of product quality. As a result, there is healthier rivalry, which fuels the market growth. 

In the coming years, the Middle East & Africa region is predicted to be a promising region. Due to the obvious rapid urbanization and population growth in this region, the demand for cleaning agents is expanding. According to the Organization for Economic Cooperation and Development's (OECD) research on Africa's Urbanization Dynamics 2020, by 2050, the region is projected to have the fastest urban growth rate.

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Furthermore, due to slow increase of the population in Latin America, the demand for homecare cleaning products is expected to rise gradually. Brazil is expected to have the highest CAGR in Latin America due to increased investment by key companies in the region and growing awareness about maintaining home hygiene.

KEY INDUSTRY PLAYERS

Key Players Focus on New Product Launch to Garner Market Presence

The strategic launch of new goods and the acquisition of smaller businesses are two of the most common methods employed by big firms to improve their market position. Reckitt Benckiser Group, Henkel, and P&G are investing in new product development. The Reckitt Benckiser Group in India developed a new disinfection variant under brand name 'Lizol' in January 2020. The product cleans cement floors only.

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:

• January 2022: Henkel Corporation planned to combine its beauty care business with laundry & home care segment. The company is aiming to create new consumer brands through combined new platform.


• December 2021: Unilever launched a new dishwashing liquid with 100% naturally derived ingredients. The product is more renewable, 99% biodegradable and launched in the bottles made with 100& recyclable plastics. The company is aiming to reduce the carbon footprints and reduce the dependency on fossil-based ingredients.


• April 2021: Unilever launched world-first laundry capsule in market made from industrial carbon emissions. The company collaborated with LanzaTech and India Glycols to produce a surfactant made from industrial carbon emissions instead of from fossil fuels. The innovative shift in production utilizes biotechnologies and a newly configured supply chain between the three partners, who are working together for the first time.


• April 2021: Godrej Consumer Products Ltd. (GCPL) launched a new 2-in-1 liquid detergent under its Ezee brand in India. This product is suitable for washing machine and bucket. With the launch of this product, GCPL aimed to de-seasonalize the liquid detergent offerings and enter into regular cloth detergent category.


• February 2021: Henkel launched its toilet cleaners in new packaging, made up of recycled plastics content of up to 75%. The amount of recycled polyethylene (PE) in the packaging of toilet cleaner gels* has been significantly increased – reaching 50 percent for toilet cleaners in the standard range, for example from the Biff brand, and, in the case of cleaners from the Pro Nature range, as much as 75 percent.

REPORT COVERAGE

An Infographic Representation of Household Cleaning Products Market

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The global household cleaning products market report delivers a detailed analysis of the market and emphases on product type segments. Also, it provides insights into key market trends and highlights vital industry developments. In addition to the variables listed above, the study covers a variety of other factors that have contributed to the market's recent expansion. The competitive landscape section contains extensive profiles of the worldwide market's leading significant competitors. This study examines the industry's newest market dynamics and opportunities, as well as historical data and revenue growth estimates at the global, regional, and country levels.

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