Home & Laundry Care

Revenue in the Home & Laundry Care market amounts to US$68.30bn in 2024. The market is expected to grow annually by 3.46% (CAGR 2024-2029).
The market's largest segment is the segment Laundry Care with a market volume of US$39.66bn in 2024.
In global comparison, most revenue is generated United States (US$32bn in 2024).
In relation to total population figures, per person revenues of US$15.93 are generated in 2024.
In the Home & Laundry Care market, 32.5% of total revenue will be generated through online sales by 2024.

Definition:

The Home & Laundry Care market covers cleaning products used for private households. 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. Professional products for industry use or household cleaning services (B2B) have also not been included.

Structure:

Home & Laundry consists of 4 different markets:

The Laundry Care covers all detergents purchased by consumers that are intended for the care of textiles in the form of powder, tabs, or liquids.
The Household market covers all consumer products used for the cleaning of surfaces, windows, and toilets.
The Dishwashing Detergents cover cleaning products used for washing up and cleaning dishes and cutlery. Both detergents for dishwashers and hand dishwashing detergents in liquid, powder, or tab form are included in this market.
The Polishes, Room Scents & Insecticides cover several specialty cleaning products for narrowly defined niche uses. The market includes polishes for shoes, floor, furniture, and coach care, along with room deodorants and household insecticides..

Additional Information:

The market comprises revenue, average revenue per capita, sales channel. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). For more information on the displayed data, click the info button on the right side of each box.

Laundry detergents
Household cleaners
Dishwashing detergents
Specialty products (polishes, room scents, household insecticides)
Cleaning products for private consumers (B2C)

Cleaning equipment (e.g. mops or cleaning cloths)
Cleaning services (laundry services, house cleaning)
Professional products for bulk consumers (B2B)

The Home & Laundry Care market in APAC is witnessing mild growth, influenced by factors such as evolving consumer preferences for sustainable products, increasing urbanization, and heightened awareness of hygiene, which drives demand for effective cleaning solutions.

Customer preferences: Consumers in the APAC Home & Laundry Care market are increasingly prioritizing eco-friendly and non-toxic cleaning products, driven by a growing awareness of environmental sustainability and health concerns. Additionally, the rise of urban living has led to smaller households, prompting demand for concentrated and multi-functional cleaning solutions that save space and time. Furthermore, the influence of social media is shaping preferences for innovative and aesthetically pleasing packaging, as consumers seek products that align with their lifestyle and values.

Trends in the market: In the APAC Home & Laundry Care market, there is a notable shift towards eco-friendly and non-toxic cleaning products, as consumers become more aware of environmental sustainability and health risks associated with traditional cleaners. This trend is fueled by urbanization, leading to smaller households that favor concentrated and multi-functional cleaning solutions for efficiency. Furthermore, social media is influencing consumer preferences, driving demand for innovative and visually appealing packaging that resonates with their values. These trends are significant as they compel manufacturers to adapt their offerings, potentially reshaping marketing strategies and product development to meet evolving consumer expectations.

Local special circumstances: In Japan, the Home & Laundry Care market is shaped by a strong emphasis on cleanliness, rooted in cultural traditions that value hygiene and order. This cultural norm drives demand for high-quality, efficient cleaning products, with consumers preferring brands that offer advanced technology and superior performance. In Australia, stringent environmental regulations promote the use of eco-friendly products, pushing companies to innovate sustainably. Additionally, the rise of multicultural households in urban areas influences preferences for diverse cleaning solutions that cater to various cultural practices and needs.

Underlying macroeconomic factors: The Home & Laundry Care market in the APAC region is shaped by macroeconomic factors such as rising disposable incomes, urbanization, and evolving consumer preferences driven by global sustainability trends. Countries experiencing economic growth are seeing increased spending on high-quality cleaning products, while the emphasis on environmental sustainability is prompting innovation in eco-friendly solutions. National fiscal policies that support green initiatives and infrastructure development further enhance market dynamics. Additionally, the influence of demographic shifts, such as growing middle-class populations and multicultural households, is driving demand for diverse and effective cleaning products tailored to various lifestyles and needs.

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.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Consumers’ interest in cleaning supplies has kept on growing in the last few years. As awareness on the importance of good hygiene practices increases, so does the revenue of the global home and laundry care market, which was estimated to add up to nearly 200 billion U.S. dollars in 2024 and to grow to over 230 billion U.S. dollars by 2029. The United States is the leading region in the market, having recorded over 30 billion U.S. dollars in revenues as of 2023, followed by China and India.