Global Household Cleaning Products Market - 2021-2028
The household cleaning products are chemical-based products used to clean or disinfect floor, toilet, kitchen and other parts of the house from viruses, bacteria, fungus and remove or cloak unpleasant smell. Disinfectants and cleaners were earlier used only in hospitals, clinics, and other public places, but due to growing awareness towards hygiene, most of the population started using household cleaning products. Household cleaning products provide more cleaning and destroy germs compared to normal cleaning products. 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 forecast period. The global household cleaning products market valued USD XX million in 2020 and is estimated to reach USD XX million by 2028, growing at a CAGR of XX%.
Many consumers are moving towards green and natural products as they are eco-friendly and gentle for the skin and the environment. Nowadays, the demand for natural and green products is high worldwide, and the demand for green cleaning products has propelled the growth of the industry. The rising environmental issues are playing a major role in the increasing demand for green and natural products. People are willing to pay more money for natural and organic products to save the environment. Thus, it has become a huge game-changer for this market. It is also predicted that the usage of harsh chemical products will reduce soon, as people are willing to spend hours cleaning their homes and willing to pay more for the right kind of product.
Providing information about the product ingredients is the new trend in the household cleaning products market. After the Consumer Product Ingredient Communication Initiative was launched in 2010 in the U.S., companies started to provide information about the ingredients in products such as floor cleaners, air care, and home care products. Consumers are looking forward to obtaining information regarding the ingredients and checking the authenticity of cleaning products. They are interested in understanding the transparency of the finished products and all about the supply chains. Many consumers tend to compare the contents and risks associated with the ingredients. As mouth publicity is an important aspect of marketing, companies showcase product ingredients to gain consumer trust that will bode well for the global household cleaning products market growth.
However, lack of customer retention and product differentiation is expected to restraint the market growth to a certain extent. The product choice may vary from person to person, based on psychographic, demographic, and behavioral factors. The standard of lifestyle and awareness mainly influences consumer behavior. In today's world, the market for household cleaning products faces challenges in retaining consumer loyalty and product differentiation. Consumers are often attracted to new and innovative products. Thus, loyalty towards a single product or brand is hard. Due to changing consumer behaviors, it becomes very difficult for the small & medium scaled manufacturers to cope with the changing trends.
Clothes need to be washed often & wearing clean clothes is considered to be a hygienic habit. Thus, with the increasing healthcare awareness, the segment is expected to dominate the market during the forecast period. Detergents help to loosen dirt, stain marks, which cannot be solely done with water. It loses the bond of dirt or stains from cloth, breaks it up, and washes it away. Laundry bars are also used in most parts of the world to wash laundry by hand or treat small strains as efficient, affordable, and travel-friendly. Also, product innovation is creating a positive outlook for the growth of this segment in upcoming years. For instance, in September 2020, Unilever Group announced future strategies to eliminate fossil fuel ingredients from cleaning products by the end of 2030. Moreover, in April 2021, the company, in association with LanzaTech and India Glycol, launched the first global laundry capsule derived from industrial carbon emissions.
The surface cleaner's segment is projected to register the fastest growth during the forecast period. A unique combination of durability and performance is driving the growth of these segments in the market for household cleaning products. With the introduction of advanced toilet cleaners, which offer multiple benefits such as cleanliness, germ killings, and odor removal, the toilet cleaner's segment is expected to showcase significant growth during the forecast period.
Asia Pacific holds the largest share in the global market. This is due to a large population backed by the increasing disposable incomes of the working population in the region. Thus, the demand for cleaning products from households is high. In Asia Pacific, China is the major producer, followed by Japan and India. Consumers in the region are well aware of the environmental hazards of toxic chemical usage and are more inclined towards natural cleaning products. Thus, local manufacturers are introducing new bio-friendly products to tap growth opportunities in emerging economies. For instance, in September 2020, Proklean Technologies launched green floor cleaners and liquid detergents in the Indian market. North America holds a significant share in the market due to large cleaning product manufacturers in the region. The rising environmental concerns have fueled the demand for efficient and safe homecare products. Due to the presence of a large population, the U.S. is the key consumer in the global market.
The global household cleaning products market is highly segregated with many players, including Colgate-Palmolive Company, S. C. Johnson & Son, Inc., Reckitt Benckiser Group PLC., Procter & Gamble, and Godrej Consumer Products Limited, among others. Launch of new household cleaning products and acquisition of smaller companies are the key strategies followed by key players to enhance their market presence. Companies such as the Reckitt Benckiser Group, Henkel, P&G are investing in launching new products in the market. For instance, in January 2020, the Reckitt Benckiser Group launched a new variant of disinfectant under its most popular Lizol brand in India. This product is specially designed to clean cement floors. In May 2019, with the launch of Woolite, a keratin-based liquid detergent, the company entered into the Indian premium liquid detergents segment.
The COVID-19 has positively boosted the market as people became more conscious about hygienic living and house cleaning. The sudden increase in demand for household cleaning products led to the supply shortage, and many of the manufacturers increased their production capacities to meet consumer needs. For instance, leading manufacturers such as Reckitt Benckiser, P&G, Henkel experienced a huge demand for disinfectant products in 2020. These companies ramped up their production and are running at maximum capacity to meet a significant increase in demand. Many manufacturers came forward and expressed their support to communities around the world. As this pandemic is expected to be part of life, the year-on-year growth rate of the market for household cleaning products is expected to remain positive
The global household cleaning products market report would provide an access to approximately 45 market data tables, 45 figures and 180 pages.