Household cleaner is another key market within the household cleaning products industry. Dishwashing products, surface cleaners, and toilet cleaners are all included within this market. Dishwashing products were the largest product type in the household cleaners market as of 2019, with a global market value of just under ten billion U.S. dollars. In 2018, the dishwashing detergents market in the United States had revenues of 2.73 billion U.S. dollars.
A household cleaner has to be effective, gentle on users and appealing to the senses. Beneath the sink of the average household lies a wide variety of household cleaning products—some are used every day and others rarely. Manufacturers want to be sure that their product is not only safe, but the one reached for most often. Every household cleaner requires optimal combinations of ingredients such as surfactants, stain removers, brighteners, abrasives and sanitizers to ensure peak performance, but most need to be gentle on users’ hands and appeal to their senses. Natural household cleaners are on the rise in the United States with further growth anticipated.
Procter & Gamble, an American multinational consumer goods company, is one of the leading household and personal care companies in the world. The company generated approximately 22 billion U.S. dollars from fabric care and home care products alone in 2019, showing the lucrative nature of this industry. Almost half of Procter & Gamble's net sales are generated in the North American market. The company's fabric care and home care brands include Tide, Febreze, and Downy, which can be found in many households in the United States.