Industry Insights
The global household cleaners market was valued at USD 28.51 billion in 2017 and is expected to grow at a CAGR of 4.4% from 2017 to 2025. The rising importance of cleanliness and hygiene in residential and commercial spaces has added to the demand. Increasing concerns associated with Guinea Worm Disease, Buruli Ulcer, Trachoma, and Schistosomiasis expected to increase the utility of household cleaners.
Cleaners have side effects as they contain chemicals such as perchloroethylene (PERC), phthalates, quaternary ammonium compounds (QUATS), and triclosan which can cause skin-irritation, asthma and sore throat.
Manufacturers are focusing on the development of natural and organic cleaners having low toxic content. For instance, in November 2018, U.S.-based NatureZWay developed a new eco-friendly perforated towel derived from bamboo. Companies are also investing in R&D initiatives to develop new products. For instance, in 2017, TTK Prestige, under its Prestige Clean Home segment, developed India’s first domestic electric mop.
Segmentation by Product Type
• Surface Cleaners
• Dishwashing Products
• Toilet Cleaners
• Others
Dishwashing products were the largest consumed products accounting for more than 30.0% of market revenue in 2017. Product innovation and launches are expected to remain a prominent trend. In June 2018, Wipro Consumer Care & Lighting launched Giffy Dish Wash Gel in the Indian market. In August 2015, Vermont-based Seventh Generation launched a new product line of dishwasher detergents formulated with advanced enzyme technology. The product allows consumers to clean their dishes effectively and also reduces energy consumption by dishwashers.
Toilet cleaners are expected to be the fastest growing category at a CAGR of around 5.0% from 2017 to 2025. Demand is relatively high in developing countries such as India and China, where the penetration is increasing due to the launch of various sanitation programs. Construction of household toilets coupled with the increasing awareness about sanitation and hygiene especially in the rural areas is expected to drive growth in the coming years.
Segmentation by Application
• Bathroom
• Kitchen
• Floor
• Fabric Care
• Others
The usage for bathroom cleaning purposes is expected to be the fastest growing category at a CAGR of 5.0% from 2017 to 2025. These products are available in a wide variety of fragrances and colors. For instance, products are available in the form of Lysol cherry blossom and pomegranate all-purpose cleaners, Method Pink grapefruit cleaner, and Clorox Scentiva Hawaiian Sunshine Multi-Surface Cleaner.
Fabric care was the largest category accounting for more than 30.0% of the market in 2017. Fabric care products are effective against skin infections, rashes, and allergies. New product launches are expected to be a key trend in the coming years. Private label products are also expected to play a key role in the coming years. For instance, fashion retailer Oasis developed three exclusive fragrances for Sainsbury’s in 2018.
Segmentation by Region
• North America
• U.S.
• Europe
• UK
• Asia Pacific
• China
• India
• Japan
• Middle East & Africa
• Central & South America
• Brazil
North America was the largest market accounting for more than 30.0% revenue in 2017. North America is a mature market with considerable penetration of cleaners in countries such as the U.S. The market is expected to witness an increasing demand for chemical-free cleaners in the coming years.
Asia Pacific is expected to be the fastest growing market at a CAGR of more than 5.0% from 2017 to 2025. The rising influence of cleanliness and hygiene across developing countries such as China, India is expected to promote the utility of cleaners in the near future. Penetration is expected to increase in the coming years with an increasing focus on household sanitation in India.
Competitive Landscape
In the recent few years, manufacturers are utilizing online platforms to promote their products. For instance, in 2017, companies such as Clorox and Bissell launched #SeasonsOfClean and #SpringByBISSELL initiatives to engage their consumers.
Product innovation is expected to remain one of the key success factors over the coming years. For instance, by the end of 2019, Unilever plans to launch its new Love Home & Planet line natural and sustainable surface, laundry, and dish cleaning products.
Some of the key companies in the market include Reckitt Benckiser Group plc, Procter & Gamble, Bombril S.A., Colgate-Palmolive Company, S. C. Johnson & Son, Inc., Unilever, The Clorox Company, Henkel AG & Co. KGaA, Church & Dwight Co., Inc., and Godrej Consumer Products Limited.
