Global Household Cleaners Market: Snapshot

The global market for household cleaners has witnessed growth at a steady pace in the past few years. The market has continued to gain significant profits across mature markets such as North America and Europe while also seeing encouraging growth across unconventional markets such as Asia Pacific and Latin America. Factors such as adoption of healthier lifestyles and the increasing concern for infectious diseases have been some of the key drivers of the market in the past years. There has been an increasing trend in the developed and the developing economies alike regarding the increasing use of homecare and hygiene products, which is expected to fuel the global demand for household cleaners. The increase in commercial use of household cleaners such as surface deodorizers and fabric refreshers has added to the demand for household cleaners.

According to Transparency Market Research, the global household cleaners market was valued at US$ 27,468.6 mn in 2015, and is expected to reach US$ 39,400.9 mn by 2024, in terms of revenue. This will represent a CAGR of 4.1% from 2016 to 2024.

global household cleaners market

Specialty Cleaners to Continue to Remain Dominant Product Variety

On the basis of product type, the household cleaners market is segmented into surface cleaners, specialty cleaners, and bleaches. Of these, the segment of specialty cleaners held the dominant share in the global market in terms of revenue in 2015, accounting for over 60% of the market. Specialty cleaners are gaining importance with increasing sanitation standards in Asia Pacific.

The segment of surface cleaners accounted for a share of 33.5% in in the market in 2015 and is expected to retain its influence on the development of the market in the next few years as well. The segment is expected to register a CAGR of 5.0% over the period between 2016 and 2024, emerging as the segment with the most promising growth rate over the said period.

The segment of bleaches does not have a significant share in the household cleaners market owing to the harmful composition of most bleaches, which may lead to skin allergy, skin corrosion, and skin allergy among other effects. The market for bleaches is likely to expand at a CAGR of 2.3% during the forecast period and the segment is expected to suffer a decline in its overall share in the global market from 7.3% in 2015 to 6.2% in 2024.

Asia Pacific to Take Lead as North America and Europe Markets Witness Sluggish Growth

Geographically, North America is the dominant regional market for household cleaners in terms of revenue, accounting for over 31% of the global market in 2015, followed by Europe (28.5%). However, both being mature markets in terms of product awareness, there are a limited number of new incremental growth opportunities for the household cleaners market in these regions. Transparency Market Research estimates that these regional markets will see a significant reduction in their share in the global market by the end of the forecast period.

Asia-Pacific is expected to be the most attractive market for household cleaners in terms of future growth potential. Rising awareness about following a healthy lifestyle and rising concerns about the adverse effects of infectious diseases on health are stimulating the demand for household cleaners in the region. The rapid pace of urbanization and significant changes in the living standards of people in emerging economies such as India and China are also expected to increase the demand for household cleaners in Asia Pacific. China is the dominant market for household cleaners in Asia Pacific, followed by India. The trend is expected to continue over the forecast period as well.

Some of the key players in the global household cleaners market are Henkel AG & Company KGaA (Germany), Colgate Palmolive (U.S), Unilever (U.K), Procter & Gamble (U.S), Reckitt Benckiser Group plc (U.K), Bombril S.A (Brazil), McBride (U.K), Kao Corporation (Japan), Church & Dwight Co. Inc. (U.S), Godrej Consumer Products (India), S.C. JOHNSON & SON INC.  (U.S), The Clorox Company (U.S), and Seventh Generation (U.S).

Global Household Cleaners Market: Segmentation

The report covers the analysis and forecast of the household cleaners market on a global and regional level. The study provides historic data of 2015 along with the forecast for the period between 2016 and 2024 based on revenue (US$ Mn).

The study provides a detailed view of the household cleaners market by segmenting it based on product, application and regional demand. Product segments have been analyzed based on surface cleaners, specialty cleaners and bleaches. Surface cleaners have been further sub-segmented into liquid cleaners and dry cleaners. Specialty cleaners have been categorized as glass & window cleaners, fabric cleaners, dishwashers and other types of specialty cleaners such as oven cleaners, carpet and rug cleaners etc. Bleaches are segmented into liquid bleaches and dry bleaches. Under bleach product segment, sodium, calcium, potassium, and lithium hypochlorite are considered. These are strong oxidizing agents, used for bleaching, sanitation, and disinfection. Bleach used as a fabric cleaner is considered under specialty cleaners’ product segment. On the basis of application, household cleaners have been analyzed as bathroom cleaners, kitchen cleaners, floor cleaners, fabric care and other related types of application such as carpet cleaners, furniture cleaners, etc.

Regional segmentation includes the current and forecast demand for North America, Europe, Asia-Pacific, Middle East & Africa and Latin America. These have been further sub-segmented into countries and regions with relevance to the market. The segmentation also includes demand for individual product and applications in all regions.

Global Household Cleaners Market: Competitive Dynamics

The competitive profiling of the key players in the global household cleaners market across five broad geographic regions is included in the study. These include different business strategies adopted by the leading players and their recent developments in the field of household cleaners. The valuechainanalysis of the market has been provided in the report, in order to offer a deep insight of global household cleaners market.

Global Household Cleaners Market: Scope

A comprehensive analysis of the market dynamics that is inclusive of market drivers, restraints and opportunities is included in the purview of the report. Additionally, the report includes potential opportunities in the household cleaners market on the global and regional level.Market dynamics are the factors which impactthe market growth, thereby helping to understand the ongoing trends of the global market. Therefore, the report provides the forecast of the global market for the period from 2016 to 2024, along with offering an inclusive study of the household cleaners market.

The report provides the size of the household cleaners market in2015 and the forecast for the next nine years up to 2024. The size of the global household cleaners market is provided in terms of revenue. Market revenue is defined in US$ Mn. The market size and forecast for each product and application segment are provided in the context of global and regional markets. Numbers provided in this report are derived based on demand generated from different applications and types products. Market dynamics prevalent in North America, Europe and Asia-Pacific have been taken into account for estimating the growth of the global market.

Global Household Cleaners Market: Research Methodology

Market estimates for this study have been based revenue derived through regional pricing trends. The price for household cleaners in each application has been considered. Demand for household cleaners has been derived by analyzing the global and regional demand for household cleaners in each application. The global household cleaners market has been analyzed based on expected demand. Average selling price of household cleaning products in each country has been taken into consideration to estimate regional revenue and global revenue of household cleaners market.  Forecasts have been based on the expected demand from household cleaner applications. We have used the bottom-up approach to estimate the global revenue ofhousehold cleaners market, split into regions. Based on product type and application, we have derived the regional revenue. We have derived the global revenue for household cleaners by summing up the individual revenues from all the regions. The application split of the market has been derived using a bottom-up approach for each regional/country market separately, with the global application segment split being an integration of regional estimates. Companies were considered for the market share analysis based on their product portfolio, revenue, and manufacturing capacity.

The report covers a detailed competitive outlook that includes market share and company profiles of key players operating in the global market. Key players profiled in the report include Henkel AG & Company KGaA (Germany), Colgate Palmolive (U.S), Unilever (U.K), Procter & Gamble (U.S), Reckitt Benckiser Group plc (U.K) Church & Dwight Co. Inc.(U.S), Godrej Consumer Products (India), SC JOHNSON& SON, INC (U.S.), Kao Corporation (Japan), The Clorox Company (U.S) and Seventh Generation (U.S).

The global household cleaners market has been segmented into:

Global Household Cleaners Market, by Product Type

  • Surface cleaners
  • Specialty cleaners
  • Bleaches

Global Household Cleaners Market by Application

  • Bathroom cleaners
  • Kitchen cleaners
  • Floor cleaners
  • Fabric care
  • Others

Global Household Cleaners, by Geography: The market is broadly segmented on the basis of geography into:

  • North America
    • U.S.
    • Rest of North America
  • Europe
    • U.K
    • Italy
    • France
    • Germany
    • Rest of Europe
  • Asia Pacific
    • India
    • China
    • Japan
    • Rest of APAC
  • Middle East & Africa
    • UAE
    • South Africa
    • Rest of Middle East & Africa
  • Latin America
    • Brazil
    • Rest of Latin America