Cleaning Products

Demand for cleaning products continues to grow, partly due to consumer awareness concerning the importance of hygiene and the spread of infectious diseases. The global market is benefiting from increased focus on the importance of sanitary conditions and the need to disinfect household surfaces. One of the major attractions of all-purpose disinfectants is convenience, with time-strapped consumers having less and less time for household chores but eager to maintain high standards of hygiene and cleanliness.

Marketing and innovation will prove important over the coming years. Manufacturers must keep up a constant advertising effort to promote brand image and reinforce market presence. Additionally, companies must be quick to meet changing demand and keep up with shifting trends through product innovation and technological savvy. Extending manufacturing lines to include natural and eco-friendly product and packaging options is one way in which companies may need to evolve.

Home & laundry care market size
162.38bn USD
Market growth during the pandemic
5.33%
Top-selling market segment
Dishwashing products

Market Size

Household cleaner market size set to grow steadily
Household cleaners market value worldwide from 2017 to 2025 (in billion U.S. dollars)*
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In 2019, the global household cleaners market was valued at about 30 billion U.S. dollars. The value of this market has been expanding in recent years and is projected to keep growing, reaching roughly 40 billion U.S. dollars by 2025.

The market is made up of a number of different types of products including all purpose cleaners, kitchen and bathroom cleaners, disinfectant, and drain cleaners.

Cleaning products industry in Europe
Cleaning products industry in the U.S.
Cleaning products in the UK

Market Segments

Dishwashing products are the highest valued industry segment
Household cleaners market value worldwide from 2015 to 2025, by product type (in billion U.S. dollars)
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Dishwashing products are the lucrative segment of the market, followed by surface and toilet cleaners. By 2025, dishwashing products were forecast to be worth around 12.9 billion U.S. dollars globally. Surface cleaners ranked in close second place in terms of market value; by 2025, such products are estimated to be worth almost 12.7 billion U.S. dollars.

In the United States, the top-selling household cleaning products were all-purpose cleaners and disinfectants.

Home & household appliances
Home & household appliances in the U.S.
Home & household appliances in Europe

Industry Trends

Coronavirus drove up sales of cleaning products
Coronavirus driven sales growth of disinfectant and cleaning wipes sales in select U.S. states in 2020
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The outbreak of the COVID-19 pandemic dramatically altered how we go about our daily lives. An increased awareness of health and hygiene practices was one of the most profound changes at the beginning of the pandemic. In the U.S. state of Washington, sales of disinfectant increased by a huge 1,322 percent at the beginning of March 2020. In Florida, sales of cleaning wipes grew by almost 1,100 percent during the same time period compared to a year ago.

Impact of the coronavirus pandemic on the global FMCG market
Coronavirus in the U.S.
Coronavirus: impact on online usage in the U.S.

Industry Leaders

The Clorox Company's net sales hit a new high in 2020
Net sales of The Clorox Company worldwide from 2011 to 2020 (in million U.S. dollars)
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In the financial year ending on June 30, 2020, the global net sales of the Clorox Company amounted to about 6.72 billion U.S. dollars. This was an eight percent increase compared to 2019.

The Clorox Company has a diverse brand portfolio of household and industrial cleaning products. Therefore, this jump in sales comes as no surprise, as consumers all around the world have stepped up their hygiene practices since the outbreak of the coronavirus pandemic early in 2020.

The Clorox Company
Henkel
Church & Dwight

Industry definition

The cleaning products market covers products for use in private households. The market can be split into various fields including laundry care, household cleaners, and dishwashing detergents. Laundry care covers all detergents for fabric care. Household cleaners covers all household detergents for surface care, including toilet care products, kitchen care products, and bleach. Dishwashing detergents includes all products for washing dishes and cutlery. Smaller, more specialty product segments include polishes, room scents, and insecticides.

A number of multinational, big brand manufacturers dominate the cleaning products market. Such companies include The Clorox Company, Henkel, Procter & Gamble, Unilever, and Reckitt Benckiser. Data on market size, segmentation, regional outlooks, shopping behavior, and company facts can be found on the Statista platform.

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