The Home & Laundry Care market covers cleaning products used for private households. This market is divided into various categories: Laundry Care, which covers detergents for fabric care; Household Cleaners, which covers household detergents for surface care (incl. bleach and toilet care products); Dishwashing Detergents, which covers detergents for washing dishes and cutlery; and Polishes, Room Scents & Insecticides, which covers the remaining specialty products. This market only takes into account consumable detergents for use in private households (B2C). Auxiliary cleaning equipment (e.g., mops and brooms) are not included in the shown sales figures. Professional products for industry use or household cleaning services (B2B) have also not been included.
Products covered in the Home & Laundry Care market are characterized by relatively low growth rates and are dominated by a few big brand manufacturers, e.g., Procter & Gamble, Unilever, Reckitt Benckiser, Henkel, Kao, and Lion.The Home & Laundry Care page provides market insights and examine changes in revenue trends, users, and average revenue per user. Sales channel data is also displayed. The sales channel provides the ratio between online and offline purchases and a comparison between purchases made via mobile and desktop devices. The market data only covers the B2C market, and revenue is estimated based on where the transaction occurs. Detailed definitions and explanations for each market are on their corresponding pages.
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.
The Home & Laundry Care market is built on resources from the Statista platform as well as on in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. We evaluate the status quo of the market, monitor trends, and create an independent forecast regarding market developments of the global Home & Laundry Care industry.
Key Market Indicators
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