Home & Laundry Care - EU-27

EU-27

In 2024, the revenue in the Home & Laundry Care market in EU-27 amounts to €29.82bn.
It is projected that the market will experience an annual growth rate of 1.94% (CAGR 2024-2029).
The largest segment in this market is Laundry Care, with a market volume of €14.68bn in 2024.
When compared globally, in the United States generates the highest revenue in this market, with €29,830m in 2024.
Considering the total population of EU-27, the per person revenue generated in 2024 is €66.63.
It is estimated that by 2024, online sales will contribute to 9.1% of the total revenue in the Home & Laundry Care market.
In Germany, the demand for eco-friendly laundry detergents has been steadily increasing due to the country's strong focus on sustainability.

Key regions: Worldwide, United States, Philippines, Canada, India

Marché

Région

Comparaison de régions

Monnaie

Analyst Opinion

Consumers’ awareness when purchasing everyday products has increased in recent years. Price and brands are taking a back seat and sustainability is becoming an increasingly important topic for consumers. Even if conventional cleaning agents are the cheaper alternative, more and more consumers are choosing to use cleaning agents that are less harmful to nature and humans. Sustainability not only includes more environmentally friendly and degradable ingredients; packaging is also a key issue. Attitudes towards plastic usage and recycling have changed and are becoming more important to consumers. Products that focus on sustainability have recently developed from a niche product to a top seller.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.