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Home Care in the US

Publisher Euromonitor International
Published Mar 16, 2026
Length 139 Pages
SKU # EP21039241

Description

Home care in the US demonstrated resilience in 2025, with a total retail value of USD40.2 billion and a growth rate of 2%, driven by easing inflation and lower interest rates. Laundry care remained the largest category, with a retail value of USD18.5 billion. E-commerce emerged as a significant channel, accounting for 31% value share. The industry is expected to continue growing at a CAGR of 3% to USD46.1 billion by 2030, driven by demand for convenience, multifunctionality, and sustainability.

Euromonitor International's Home Care in USA market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

139 Pages
Home Care in the US
Euromonitor International
March 2026
List Of Contents And Tables
HOME CARE IN THE US
Executive Summary
Multifunctionality and Economic Stability Drive Industry Growth
Key Data Insights
Key Industry Trends
CHART 1 Key Industry Trends for Home Care
Industry Performance
CHART 2 All-In-One Bleach: Clorox Scentiva Merges Disinfection and Freshness
Functional Specialisation and Logistical Optimisation
CHART 3 Seedshub Redefines Pet Care with Pet Hair Dissolver Product Awarded Pet Tech Innovation Award
Private Label and Direct-To-Consumer Brands Intensify Competition
CHART 4 DTC Sustainability Pioneer Clean Cult Continues to Expand into Mass Retail
CHART 5 Value Sales of Home Care 2020-2030
CHART 6 Volume Sales of Home Care 2020-2030
CHART 7 Sales of Home Care by Category 2025
What's Next?
Convenience, Efficiency and Scent to Drive the Future Growth of Us Home Care
The Sustainable Future of US Home Care
CHART 8 Analyst Insight for Home Care
Retailers Double Down: From Essentials to Eco-Premium
CHART 9 Forecast Sales of Home Care by Category 2025-2030
Competitive Landscape
Leading Players Maintain Dominance through Innovation and Multifunctionality
CHART 10 Company Shares of Home Care 2025
CHART 11 Brand Shares of Home Care 2025
Channels
Offline Retail Dominates through Grocery Retailers
E-Commerce Strengthens Position as Single Largest Channel
CHART 12 Retail Channels for Home Care 2020-2025
Economic Context
CHART 13 Economic Context for Home Care
CHART 14 Real GDP Growth 2020-2030
CHART 15 Inflation 2020-2030
Consumer Context
CHART 16 Consumer Context for Home Care
CHART 17 Population 2020-2030
CHART 18 Consumer Expenditure 2020-2030
CHART 19 Population by Generation 2025
Country Reports Disclaimer
LAUNDRY CARE IN THE US
Key Data Insights
2025 Developments
Marginal Growth Characterises Laundry Care Despite Economic Pressures
Key Industry Trends
CHART 20 Key Industry Trends for Laundry Care
Industry Performance
Tide Drive Multifunctionality with Upgraded Formula
Laundry Care Gets a Premium Fragrance Boost
CHART 21 Unstopables™ Unlimited Collection Redefines Laundry Luxury with Fine Fragrances for Everyone
CHART 22 Value Sales of Laundry Care 2020-2030
CHART 23 Volume Sales of Laundry Care 2020-2030
CHART 24 Sales of Laundry Care by Category 2025
What's Next?
Premiumisation and Technical Innovation to Anchor Future Us Laundry Care Growth
CHART 25 Analyst Insight for Laundry Care
Evolving Product Formats to Increasingly Cater to Diverse Consumer Needs
CHART 26 Seedshub Redefines Pet Care with Pet Hair Dissolver Product Awarded Pet Tech Innovation Award
Sustainability as a Baseline: Evolution of Eco-Conscious Laundry Care in the Us
CHART 27 Forecast Sales of Laundry Care 2020-2030
CHART 28 Forecast Sales of Laundry Care by Category 2025-2030
Competitive Landscape
The Procter & Gamble Co Dominates with Multifunctional Offerings
The Procter & Gamble Co Leads Emerging Collaborations with Limited-Edition Launches
Private Label and Premium Innovations to Shape Polarised Future
CHART 29 Company Shares of Laundry Care 2025
CHART 30 Brand Shares of Laundry Care 2025
Channels
Hypermarkets and Supermarkets Drive Laundry Care Sales through In-Person Shopping
Retail E-Commerce Gains Traction with Convenience and Product Variety
CHART 31 Retail Channels for Laundry Care 2020-2025
Economic Context
CHART 32 Economic Context for Laundry Care
CHART 33 Real GDP Growth 2020-2030
CHART 34 Inflation 2020-2030
Consumer Context
CHART 35 Consumer Context for Laundry Care
CHART 36 Population 2020-2030
CHART 37 Consumer Expenditure 2020-2030
CHART 38 Population by Generation 2025
Country Reports Disclaimer
DISHWASHING IN THE US
Key Data Insights
2025 Developments
Premium Brands Drive Value Growth through Innovation
Key Industry Trends
CHART 39 Key Industry Trends for Dishwashing
Industry Performance
CHART 40 Double the Suds, Double the Value: Dawn Reinvents Dish Care with a New and Premium Formula
Sustainability Gains Traction through Water-Saving Initiatives
Quick Wash Compatibility Fuels Demand for Time-Saving Solutions
CHART 41 Value Sales of Dishwashing 2020-2030
CHART 42 Volume Sales of Dishwashing 2020-2030
CHART 43 Sales of Dishwashing by Category 2025
What's Next?
Intelligent Automation and Urban Convenience to Reshape Us Dishwashing
Strategic Value and Superior Efficacy to Drive Premiumisation
CHART 44 Analyst Insight for Dishwashing
Sustainability as a Fundamental Pillar of Performance
CHART 45 Forecast Sales of Dishwashing 2020-2030
CHART 46 Forecast Sales of Dishwashing by Category 2025-2030
Competitive Landscape
Leading Brands Maintain Dominance through Innovation and Sustainability
Private Label Sales Rise as Price-Conscious Consumers Seek Value
CHART 47 Company Shares of Dishwashing 2025
CHART 48 Brand Shares of Dishwashing 2025
Channels
Offline Retail Remains Dominant, While E-Commerce Makes Further Gains
CHART 49 Retail Channels for Dishwashing 2020-2025
Economic Context
CHART 50 Economic Context for Dishwashing
CHART 51 Real GDP Growth 2020-2030
CHART 52 Inflation 2020-2030
Consumer Context
CHART 53 Consumer Context for Dishwashing
CHART 54 Population 2020-2030
CHART 55 Consumer Expenditure 2020-2030
CHART 56 Population by Generation 2025
Country Reports Disclaimer
SURFACE CARE IN THE US
Key Data Insights
2025 Developments
Consumers Drive Growth with Essential Purchases and Value Seeking
Key Industry Trends
CHART 57 Key Industry Trends for Surface Care
Industry Performance
The Evolution of Surface Care with Eco-Efficiency and Plant-Based Innovation
CHART 58 Safely Expands Sustainable Cleaning Line with Multi-Surface Wipes at Kroger Stores
Probiotics Emerge as Key Innovation in Surface Care
CHART 59 Clean Habits, a Leader in Microbiome-Safe Home Care Launch of Its Probiotic Cleaning Line
CHART 60 Value Sales of Surface Care 2020-2030
CHART 61 Volume Sales of Surface Care
CHART 62 Sales of Surface Care by Category
What's Next?
Efficiency and Simplification to Drive Future Surface Care Sales
Probiotics and Sustainability Shape Future Product Innovation
CHART 63 Analyst Insight for Surface Care
Automation and Channel Diversification to Drive Market Changes
CHART 64 Forecast Sales of Surface Care 2020-2030
CHART 65 Forecast Sales of Surface Care by Category 2025-2030
Competitive Landscape
The Clorox Co and Reckitt Benckiser Lead with Strong Brand Portfolios
CHART 66 Company Shares of Surface Care 2025
CHART 67 Brand Shares of Surface Care 2025
Channels
Hypermarkets and Supermarkets Drive Surface Care Distribution
Retail E-Commerce Emerges as Most Dynamic Channel
CHART 68 Retail Channels for Surface Care 2020-2025
Economic Context
CHART 69 Economic Context for Surface Care
CHART 70 Real GDP Growth 2020-2030
CHART 71 Inflation 2020-2030
Consumer Context
CHART 72 Population 2020-2030
CHART 73 Consumer Expenditure 2020-2030
CHART 74 Population by Generation 2025
CHART 75 Consumer Context for Surface Care
Country Reports Disclaimer
BLEACH IN THE US
Key Data Insights
2025 Developments
Clorox Scentiva Drives Growth with Multifunctional Benefits
Key Industry Trends
CHART 76 Key Industry Trends for Bleach
Industry Performance
CHART 77 Beyond Bleach Clorox Scentiva Delivers Cleaning, Freshness, and Disinfection in One Bottle
CHART 78 Value Sales of Bleach 2020-2030
CHART 79 Volume Sales of Bleach 2020-2030
What's Next?
Concentrated Bleach Products to Drive Sustainable Growth
Multi-Benefit Bleach: Why Convenience Wins
Private Label Has Potential to Gain Share as Leading Brands Divest
CHART 80 Forecast Sales of Bleach 2020-2030
Competitive Landscape
Clorox Maintains Lead as Bleach Remains Concentrated
CHART 81 Company Shares of Bleach 2025
CHART 82 Brand Shares of Bleach 2025
Channels
Traditional Retail Channels Lead Bleach Distribution in the Us
E-Commerce Gains Traction in Bleach Sales through Convenience
CHART 83 Retail Channels for Bleach 2020-2025
Economic Context
CHART 84 Economic Context for Bleach
CHART 85 Real GDP Growth 2020-2030
CHART 86 Inflation 2020-2030
Consumer Context
CHART 87 Consumer Context for Bleach
CHART 88 Population 2020-2030
CHART 89 Consumer Expenditure 2020-2030
CHART 90 Population by Generation 2025
Country Reports Disclaimer
TOILET CARE IN THE US
Key Data Insights
2025 Developments
Emotional Value and Brand Resilience as Clorox Defends Premium Positioning Amid Price Pressure
Key Industry Trends
CHART 91 Key Industry Trends for Toilet Care
Industry Performance
CHART 92 Clean Feels Good. Clorox Reinforces Brand Equity to Stand Out Amid Private Label & Price Pressure
Affordability and Familiarity Support Strength of Toilet Liquids/Foam
Convenience Drives Format Innovation and Sales
CHART 93 Value Sales of Toilet Care 2020-2030
CHART 94 Volume Sales of Toilet Care 2020-2030
CHART 95 Sales of Toilet Care by Category 2025
What's Next?
Future Growth to be Driven by Sustainability and Technology
CHART 96 Analyst Insight for Toilet Care
Navigating Price Sensitivities and Brand Loyalty
CHART 97 Forecast Sales of Toilet Care 2020-2030
CHART 98 Forecast Sales of Toilet Care by Category 2025-2030
Competitive Landscape
Leading Brands Maintain Dominance through Scale and Innovation
CHART 99 Company Shares of Toilet Care 2025
CHART 100 Brand Shares of Toilet Care 2025
Channels
Supermarkets and Hypermarkets Lead Offline Distribution, While E-Commerce Is Strong Performer
CHART 101 Retail Channels for Toilet Care 2020-2025
Economic Context
CHART 102 Economic Context for Toilet Care
CHART 103 Real GDP Growth 2020-2030
CHART 104 Inflation 2020-2030
Consumer Context
CHART 105 Consumer Context for Toilet Care
CHART 106 Population 2020-2030
CHART 107 Consumer Expenditure 2020-2030
CHART 108 Population by Generation 2025
Country Reports Disclaimer
POLISHES IN THE US
Key Data Insights
2025 Developments
Decline in Demand Reflects Shifting Consumer Priorities
Key Industry Trends
CHART 109 Key Indutry Trends for Polishes
Industry Performance
Furniture Polish Leads Value Sales
Multifunctional Cleaners Gain as Rituals Give Way to Speed
CHART 110 Spainho 5-In-1 Floor Cleaner
CHART 111 Volume Sales of Polishes 2020-2030
CHART 112 Sales of Polishes by Category 2025
What's Next?
Brands Must Adapt to Consumer Demand for Multifunctionality
Shoe Polish Looks to Add Value with Sustainable Solutions
E-Commerce to Drive Distribution Strategies
CHART 113 Forecast Sales of Polishes 2020-2030
CHART 114 Forecast Sales of Polishes by Category 2025-2030
Competitive Landscape
Kiwi Brands Inc Sustains Lead of Moderately Concentrated Landscape
CHART 115 Company Shares of Polishes 2025
CHART 116 Brand Shares of Polishes 2025
Channels
E-Commerce Dominates Distribution of Polishes with Convenience and Competitive Pricing
CHART 117 Retail Channels for Polishes 2020-2025
Economic Context
CHART 118 Economic Context for Polishes
CHART 119 Real GDP Growth 2020-2030
CHART 120 Inflation 2020-2030
Consumer Context
CHART 121 Consumer Context for Polishes
CHART 122 Population 2020-2030
CHART 123 Consumer Expenditure 2020-2030
CHART 124 Population by Generation 2025
Country Reports Disclaimer
AIR CARE IN THE US
Key Data Insights
2025 Developments
How Personalisation and Technological Innovation Are Reshaping Us Air Care
Key Industry Trends
CHART 125 Key Industry Trends for Air Care
Industry Performance
CHART 126 Febreze Plug Scent Booster Leads the Shift with Personalized Intensity.
Scent as Sanctuary: Transforming Air Care with Sc Johnson
CHART 127 Yankee Candle Leads the Wellness Shift with a Bold Brand Refresh and 95 Mood-Boosting Scents.
Private Label Candles Catch Fire in Air Care
CHART 128 Value Sales of Air Care 2020-2030
CHART 129 Volume Sales of Air Care 2020-2030
CHART 130 Sales of Air Care by Category 2025
What's Next?
Brands to Embrace Innovation and Sustainability to Drive Growth
CHART 131 Analyst Insight for Air Care
Mood-Enhancing Air Care: Growth beyond Resilience
Smart Air Care Set to Outpace Legacy Formats
CHART 132 Forecast Sales of Air Care 2020-2030
CHART 133 Forecast Sales of Air Care by Category 2025-2030
Competitive Landscape
Leading Companies Maintain Dominance through Innovation
CHART 134 Company Shares of Air Care 2025
CHART 135 Brand Shares of Air Care 2025
Channels
Supermarkets and Hypermarkets Lead Air Care Offline Distribution
Retail E-Commerce Gains Further Traction as Major Channel for Air Care
CHART 136 Retail Channels for Air Care 2020-2025
Economic Context
CHART 137 Economic Context for Air Care
CHART 138 Real GDP Growth 2020-2030
CHART 139 Inflation 2020-2030
Consumer Context
CHART 140 Consumer Context for Air Care
CHART 141 Population 2020-2030
CHART 142 Consumer Expenditure 2020-2030
CHART 143 Population by Generation 2025
Country Reports Disclaimer
HOME INSECTICIDES IN THE US
Key Data Insights
2025 Developments
Functional Efficacy and Targeted Control Drive Sales of Home Insecticides
Key Industry Trends
CHART 144 Key Industry Trends of Home Insecticides
Industry Performance
Urban Pest Control and Innovation
Packaging-Led Sustainability Redefines Value and Drives Innovation
CHART 145 Value Sales of Home Insecticides 2020-2030
CHART 146 Volume Sales of Home Insecticides 2020-2030
CHART 147 Sales of Home Insecticides by Category 2025
CHART 148 Less Package, More Purpose: Ortho Home Defense Max Elevates Protection with a Lighter Footprint
What's Next?
Consumers Will Demand Safer and More Sustainable Solutions
Innovations in Packaging and Smart Tech Integration to Shape Future Development
Regulatory Shifts Redefine Us Insecticide Playbook
CHART 149 Forecast Sales of Home Insecticides 2020-2030
CHART 150 Forecast Sales of Home Insecticides by Category 2025-2030
Competitive Landscape
Sc Johnson & Son Retains Convincing Lead of Consolidated Landscape
CHART 151 Company Shares of Home Insecticides 2025
CHART 152 Brand Shares of Home Insecticides 2025
Channels
E-Commerce Is Default Purchase Path, but Offline Remains Relevant for Urgent Needs
Economic Context
CHART 153 Economic Context for Home Insecticides
CHART 154 Real GDP Growth 2020-2030
CHART 155 Inflation 2020-2030
Consumer Context
CHART 156 Consumer Context for Home Insecticides
CHART 157 Population 2020-2030
CHART 158 Consumer Expenditure 2020-2030
CHART 159 Population by Generation 2025
Country Reports Disclaimer

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