Global Natural Household Cleaners Market Size Study, By Product (Surface Cleaners, Glass Cleaners, Fabric Cleaners), By Application (Bathroom, Kitchen, Others), By Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Online), and Regional Forecasts 2022-2032
The global natural household cleaners market was valued at USD 6.26 billion in 2023 and is anticipated to grow at a robust CAGR of 11.3% over the forecast period 2024-2032, reaching a market size of USD 16.41 billion by 2032. Increasing consumer awareness about the harmful effects of chemical-based cleaners on health and the environment is a key driver of this market. The shift toward eco-friendly and natural alternatives aligns with growing consumer preferences for sustainable living and organic products.
Surface cleaners accounted for the largest revenue share of 55.3% in 2023, driven by their broad applicability and increasing consumer preference for non-toxic and plant-based cleaning solutions. Meanwhile, the fabric cleaners segment is projected to grow at the fastest CAGR of 11.8% during the forecast period, reflecting the growing adoption of gentle, eco-friendly laundry solutions.
The online distribution channel is expected to expand rapidly, supported by e-commerce growth, convenience, and the increasing influence of digital marketing. However, supermarkets/hypermarkets remain dominant due to their strong distribution networks and consumer trust.
Regionally, Europe led the market with a 33% revenue share in 2023, propelled by stringent regulations on chemical-based cleaning products and high consumer awareness. North America is expected to exhibit the fastest growth, driven by increased health-consciousness and a shift toward sustainable lifestyles.
Major Market Players Included in this Report Are:
• Henkel AG & Co. KGaA
• Procter & Gamble
• Unilever
• Johnson & Son Inc.
• Reckitt Benckiser Group PLC
• Godrej Consumer Products Limited
• The Clorox Company
• Kao Corporation
• The Honest Company, Inc.
• Midea Group
The Detailed Segments and Sub-Segments of the Market Are Explained Below:
By Product:
• Surface Cleaners
• Glass Cleaners
• Fabric Cleaners
By Application:
• Bathroom
• Kitchen
• Others
By Distribution Channel:
• Supermarkets/Hypermarkets
• Convenience Stores
• Online
By Region:
North America
• U.S.
• Canada
• Mexico
Europe
• Germany
• UK
• France
• Italy
• Spain
Asia-Pacific
• China
• Japan
• India
• Australia & New Zealand
Latin America
• Brazil
Middle East & Africa
• South Africa
• Saudi Arabia
Years Considered for the Study:
• Historical Years: 2022
• Base Year: 2023
• Forecast Period: 2024-2032
Key Takeaways• Market Estimates & Forecast for 10 years from 2022 to 2032.
• Annualized revenues and regional-level analysis for each market segment.
• Detailed analysis of the geographical landscape, with country-level insights across key regions.
• Competitive landscape featuring profiles of major players, market share, and SWOT analysis.
• Analysis of market dynamics, including drivers, challenges, and opportunities.
• Examination of disruptive trends and emerging technologies in the natural household cleaners market.
• Recommendations on strategic market approaches for stakeholders and new entrants.
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