Household Cleaners Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Household Cleaners Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The household cleaners market is projected to register a CAGR of 5.9% during the forecast period, 2021-2026.

Amidst the difficulties of the COVID-19 pandemic, household cleaning products have seen a drastic surge in demand globally, primarily due to increased consumer concerns about health and hygiene. Consumers have been cleaning more to keep them safe from the deadly virus and due to being at home more. The e-commerce channel was boosted by the lockdown in 2020 as consumers turned to online shopping when they could not visit in-store retailing venues. ​Additionally, COVID-19 has resulted in a generation of opportunities for many private players to emerge in the market to cater to the inflated demand.

Even over the medium term, globally, the household cleaners market is expected to grow due to an increase in product innovation from key players. An increase in consumer awareness about household cleaning products has further led to an increase in high-quality products. In price-sensitive markets such as Asia-Pacific and Latin America, the easy availability of cheap substitutes as compared to branded products is hindering the growth of the market in this region.

The increasing rate of urbanization and changes in lifestyle, owing to rising disposable incomes boosted by improved sanitation standards, are likely to positively impact the market’s growth in the years to come.

Key Market TrendsThe Surface Cleaners Segment Leads the Household Cleaners Market

Surface cleaners represent a steadily growing segment driven by improved household spending and consumers’ emphasis on more hygienic lifestyles. Surfaces like glass, mirrored, stainless, and wood can now be cleaned with the introduction of smart drop technologies that are specifically developed to preserve specialized surfaces. Liquid cleaners that are a suspension of solid abrasive particles in a thickened liquid matrix are now available in different formats such as trigger sprays, aerosol cans, and pump-actuated bottles. Market players are also introducing innovative toilet and surface cleaners in terms of packaging, quality, pricing, and fragrance. Nowadays, consumers also prefer eco-friendly toilet care products with natural and refreshing fragrances. For instance, Clorox Professional Product Company offers a ‘Green Works Natural Toilet Bowl Cleaner’ that is made up of natural ingredients.

North America Remains One of the Largest Household Cleaners Market

The adoption of a healthier lifestyle, coupled with the increasing concern for hygiene, has been one of the key drivers for the household cleaners market in North American countries such as the United States and Canada over the past few years. The well-established real estate sector, household expenditure, and growth in housing units are some of the factors increasing the sales of household cleaners in the United States. Also, the increasing use of household cleaners such as surface deodorizers is expected to boost the demand for household cleaners in the region. Thus, manufacturers are introducing new fragrances such as citrus and natural deodorizers, and using fresheners as fragrances is a decisive factor of purchase in the market. The leading market players are also leveraging online platforms optimally by selling their products through their website as well as by listing the products on popular social media websites to improve their visibility and reachability in the region studied.

Competitive Landscape

The household cleaners market faces high competition, as the major share is held by the leading players, which include Amway Corporation, Procter & Gamble, Henkel AG, Unilever, Church & Dwight, and Colgate-Palmolive. Additionally, there is a presence of private-label players due to a high degree of price competition in the market. Leading manufacturers in the household cleaners market are focusing on leveraging opportunities posed by emerging markets of Asia-Pacific, like Thailand and India, to expand their revenue base. The key brands are also embarking on mergers and acquisitions and new product developments as some of their key strategies to achieve consolidation and optimize their offerings, respectively.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

Companies Mentioned

Colgate
Palmolive Company
The Procter & Gamble Company
Henkel AG & Co. KGaA
Unilever
Reckitt Benckiser Group PLC
Church & Dwight Co. Inc.
Kao Corporation
S.C. Johnson & Son Inc.
McBride PLC
Vikara Services Pvt. Ltd (THE BETTER HOME)

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