Natural Household Cleaners Market Forecasts to 2030 – Global Analysis By Type (Surface Cleaners, Fabric Cleaners and Other Types), Distribution Channel (Convenience Stores, Online and Other Distribution Channels), Application and By Geography

Natural Household Cleaners Market Forecasts to 2030 – Global Analysis By Type (Surface Cleaners, Fabric Cleaners and Other Types), Distribution Channel (Convenience Stores, Online and Other Distribution Channels), Application and By Geography

According to Stratistics MRC, the Global Natural Household Cleaners Market is accounted for $5.90 billion in 2023 and is expected to reach $14.32 billion by 2030 growing at a CAGR of 13.50% during the forecast period. Natural household cleaners are eco-friendly alternatives to traditional chemical-based cleaning products. Made from natural ingredients like vinegar, baking soda, lemon juice, and essential oils, these cleaners are effective at removing dirt, grime, and stains without leaving harmful residues. They are safe for use around children, pets, and individuals with sensitivities to harsh chemicals.

According to a report published by The Wall Street Journal, in March 2019, Amazon is launching a new brand for grocery stores across major cities in the U.S. for gaining a larger industry share.

Market Dynamics:

Driver:

Rise of green living trends

The rise of green living trends has been a significant driver of the natural household cleaner market. Consumers are increasingly prioritizing eco-friendly products that minimize harm to the environment and promote sustainability. This shift in consumer behavior is fueled by growing awareness of the harmful effects of traditional cleaning chemicals on health and the planet. Natural household cleaners, formulated with biodegradable ingredients and free from harsh chemicals, appeal to environmentally conscious consumers seeking safer alternatives. Additionally, as more people embrace eco-friendly lifestyles, demand for natural household cleaners continues to grow, driving innovation and market expansion in this sector.

Restraint:

Limited availability

The Limited Availability often refers to the challenge of inconsistent product availability due to factors like limited distribution channels, supply chain disruptions, and seasonal variations in raw material sourcing. This constraint often arises because natural cleaners rely on environmentally friendly ingredients, which might be scarcer or subject to fluctuations in availability compared to conventional alternatives. Consequently, consumers may encounter difficulties in finding their preferred natural cleaning products consistently, leading to potential dissatisfaction and reduced brand loyalty.

Opportunity:

Education and marketing

Educationally, consumers increasingly seek information about the environmental and health impacts of traditional cleaning products, creating a demand for awareness campaigns highlighting the benefits of natural alternatives. Marketing-wise, there's a chance to capitalize on this growing interest by promoting the effectiveness, safety, and sustainability of natural cleaners through targeted advertising, social media engagement, and influencer partnerships. Additionally, emphasizing the ingredients' origins and eco-friendly packaging can further appeal to environmentally conscious consumers, enhancing brand loyalty and market share in this rapidly expanding sector.

Threat:

Competition from conventional cleaners

Conventional cleaners, often backed by established brands and extensive marketing budgets, have a stronghold on consumer preferences. Their wide availability and perceived effectiveness can deter consumers from exploring natural alternatives. Additionally, pricing disparities may dissuade price-sensitive consumers from opting for natural cleaners. To counter this threat, natural cleaner companies must emphasize their eco-friendly benefits, safety advantages, and effectiveness in order to carve out a niche in the market.

Covid-19 Impact:

The COVID-19 pandemic has significantly impacted the natural household cleaner market as consumers increasingly prioritize cleanliness and hygiene. With a heightened awareness of health and environmental concerns, there's been a surge in demand for eco-friendly cleaning products. Natural cleaners, boasting non-toxic ingredients and sustainable packaging, have gained traction as people seek safer alternatives. This trend is driven by a growing emphasis on health-conscious living and a desire to minimize exposure to harmful chemicals. As a result, manufacturers of natural household cleaners have experienced increased sales and expanded market share, reflecting a shift towards more sustainable and health-oriented consumer choices amidst the pandemic.

The surface cleaners segment is expected to be the largest during the forecast period

The Surface Cleaners segment in the market has experienced notable growth due to increased consumer awareness of environmental sustainability and health concerns. Surface cleaners, being a fundamental component of household cleaning routines, have seen a surge in demand for natural alternatives. Moreover, advancements in formulation technologies have led to the development of highly effective natural surface cleaners, offering performance comparable to conventional chemical-based products. This has boosted consumer confidence in natural options. Furthermore, the expansion of distribution channels, including online platforms and specialty stores dedicated to eco-friendly products, has made natural surface cleaners more accessible to consumers.

The bathroom segment is expected to have the highest CAGR during the forecast period

The bathroom segment has experienced notable growth due to growing awareness among consumers regarding the harmful effects of conventional cleaning chemicals, leading to a shift towards eco-friendly alternatives, particularly in bathrooms. The rise in eco-conscious consumer behaviour and a preference for sustainable products have boosted demand for natural cleaners tailored specifically for bathroom surfaces. Manufacturers have responded by innovating formulations that effectively tackle tough bathroom stains while being biodegradable and non-toxic.

Region with largest share:

The growth of the natural household cleaner market in North America has been driven by increasing awareness among consumers regarding the harmful effects of conventional cleaning products on health and the environment. This trend is further bolstered by a growing preference for eco-friendly and sustainable products. Additionally, regulatory initiatives promoting the use of environmentally friendly ingredients have created a conducive environment for market expansion. The COVID-19 pandemic also played a role, as consumers sought out safer cleaning options to maintain hygiene in their homes. Furthermore, the presence of key players focusing on product innovation and marketing strategies has contributed to the robust growth of the market in North America.

Region with highest CAGR:

The Asia-Pacific region has witnessed significant growth due to awareness about the harmful effects of chemical-based cleaners on health has driven consumers towards safer alternatives. Additionally, rising disposable incomes and changing lifestyles have fueled demand for eco-friendly products. Governments' initiatives promoting sustainability and environmental conservation have further boosted the market. Innovative product formulations and effective marketing strategies have also contributed to the market's expansion. In addition, expanding knowledge of healthy living among the general population and stringent government laws addressing potentially hazardous chemicals are driving consumer preference toward more environmentally friendly products such as natural household cleaners.

Key players in the market

Some of the key players in Natural Household Cleaners market include Godrej Consumer Products Limited, Henkel AG & Company, KGaA, Kao Corporation, Midea Group, Reckitt Benckiser Group plc, S. C. Johnson & Son, Inc., The Clorox Company, The Honest Company, The Procter & Gamble Company and Unilever.

Key Developments:

In December 2023, Unilever announced it has signed an agreement to acquire the premium biotech haircare brand K18. This marks another step in the optimisation of Unilever’s portfolio towards higher growth areas. Founded in 2020 by Suveen Sahib and Britta Cox, K18 is a fast-growing brand that sits at the intersection of beauty and biotechnology. It has been a pioneer of using social media to educate and engage consumers about the science of hair.

In December 2023, Tinuiti has officially expanded its scope of work with The Honest Company Inc. a digitally-native consumer products company dedicated to creating clean- and sustainably-designed products. As The Honest Company's official Paid Media Agency, Tinuiti currently oversees the business' Paid Search, Shoppable Media, Paid Social, Affiliate, Marketplaces, and Analytics.

Types Covered:
• Surface Cleaners
• Fabric Cleaners
• Glass Cleaners
• Other Types

Distribution Channels Covered:
• Convenience Stores
• Online
• Supermarkets/Hypermarkets
• Other Distribution Channels

Applications Covered:
• Kitchen
• Bathroom
• Other Applications

Regions Covered:
• North America
US
Canada
Mexico
• Europe
Germany
UK
Italy
France
Spain
Rest of Europe
• Asia Pacific
Japan
China
India
Australia
New Zealand
South Korea
Rest of Asia Pacific
• South America
Argentina
Brazil
Chile
Rest of South America
• Middle East & Africa
Saudi Arabia
UAE
Qatar
South Africa
Rest of Middle East & Africa

What our report offers:
- Market share assessments for the regional and country-level segments
- Strategic recommendations for the new entrants
- Covers Market data for the years 2021, 2022, 2023, 2026, and 2030
- Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
- Strategic recommendations in key business segments based on the market estimations
- Competitive landscaping mapping the key common trends
- Company profiling with detailed strategies, financials, and recent developments
- Supply chain trends mapping the latest technological advancements

Benchmarking of key players based on product portfolio, geographical presence, and strategic alliances