Home & Laundry Care - ASEAN | Statista Market Forecast

The revenue generated in the Home & Laundry Care market in 2024 amounts to US$19.06bn.
It is projected to experience an annual growth rate of 3.76% (CAGR 2024-2029).
The largest segment within this market is Laundry Care, with a market volume of US$9.76bn in 2024.
When compared to other countries globally, United States generates the highest revenue, reaching US$32bn in 2024.
Taking into account the total population, the per person revenue in 2024 is US$27.57.
Furthermore, online sales are anticipated to contribute 17.4% of the total revenue in the Home & Laundry Care market by 2024.
It is worth noting that these figures and insights pertain to the ASEAN region.
In Indonesia, the demand for eco-friendly home and laundry care products is growing rapidly, driven by increasing consumer awareness about environmental sustainability.

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 ASEAN is experiencing mild growth, influenced by rising consumer awareness of hygiene, the shift towards eco-friendly products, and the increasing demand for convenient cleaning solutions amid busy lifestyles.

Customer preferences: Consumers in the ASEAN Home & Laundry Care market are increasingly prioritizing sustainability, driving a rise in demand for eco-friendly cleaning products that minimize environmental impact. Additionally, the focus on hygiene has led to heightened interest in antibacterial and virus-fighting solutions. Urbanization and busy lifestyles further propel the trend towards convenient, multipurpose cleaning items that save time. Cultural nuances also play a role, as traditional practices are blended with modern efficiency, shaping preferences for products that respect local values while meeting contemporary needs.

Trends in the market: In the ASEAN Home & Laundry Care market, there is a notable shift towards sustainable product offerings, as consumers increasingly seek eco-friendly cleaning solutions that reduce environmental harm. Concurrently, the demand for antibacterial and virus-fighting products is surging, driven by heightened hygiene awareness. Urbanization and fast-paced lifestyles are fostering a preference for convenient, multipurpose cleaners that streamline household chores. Additionally, cultural dynamics influence purchasing decisions, as traditional cleaning practices are integrated with modern solutions, prompting brands to innovate while respecting local values. These trends present significant opportunities and challenges for industry stakeholders aiming to align with evolving consumer preferences.

Local special circumstances: In ASEAN, the Home & Laundry Care market is shaped by diverse cultural practices and varying regulatory environments across member states. For instance, in countries like Indonesia and the Philippines, traditional cleaning rituals often incorporate natural ingredients, which influences the demand for eco-friendly products. Additionally, local regulations on chemical usage are prompting brands to innovate with safer formulations. Urban areas experience a rush towards time-saving multipurpose products, reflecting the fast-paced lifestyles of consumers. These unique local factors create a nuanced landscape that brands must navigate to succeed.

Underlying macroeconomic factors: The Home & Laundry Care market in ASEAN is significantly influenced by macroeconomic factors such as economic growth, consumer spending trends, and urbanization rates. As national economies strengthen, disposable incomes rise, leading to increased demand for premium and innovative cleaning solutions. Moreover, fiscal policies that promote sustainability encourage manufacturers to invest in eco-friendly product development. Regional urbanization drives the need for convenience-oriented products, aligning with busy lifestyles. Additionally, global economic trends, such as fluctuations in raw material prices and supply chain dynamics, impact production costs, ultimately affecting pricing strategies and market competitiveness.

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.