Home & Laundry Care - Australia & Oceania

In 2024, the Home & Laundry Care market in Australia & Oceania is projected to generate a revenue of US$2.32bn.
This market is expected to experience an annual growth rate of 4.34% (CAGR 2024-2029).
The largest segment within the market is Laundry Care, which is estimated to have a market volume of US$1.20bn in 2024.
When compared to other countries globally, United States leads in revenue generation with a total of US$32bn in 2024.
In terms of per capita revenue, in Australia & Oceania generates approximately US$53.48 per person in 2024.
Furthermore, it is predicted that online sales will contribute 11.2% of the total revenue in the Home & Laundry Care market by 2024.
The demand for eco-friendly home and laundry care products is on the rise in Australia, as consumers become more conscious of their environmental impact.

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 Australia & Oceania is witnessing mild growth, influenced by factors such as increasing consumer focus on sustainability, innovative product offerings, and a shift towards convenience-driven cleaning solutions that cater to modern lifestyles.

Customer preferences: Consumers in Australia and Oceania are increasingly prioritizing eco-friendly home and laundry care products, reflecting a broader cultural shift towards sustainability and environmental responsibility. This trend is particularly evident among younger demographics who are more inclined to support brands that adopt green practices. Additionally, busy lifestyles are driving demand for multipurpose cleaning solutions and time-saving products, prompting companies to innovate with convenient formats like pods and sprays that simplify the cleaning process while minimizing waste.

Trends in the market: In Australia and Oceania, the Home and Laundry Care market is increasingly seeing a shift towards eco-friendly products, with consumers prioritizing sustainability and environmental responsibility. This trend is gaining momentum among younger demographics who actively seek out brands that demonstrate green practices. Concurrently, the demand for multipurpose cleaning solutions is rising, as busy lifestyles push consumers to favor time-saving products. This has led companies to innovate with convenient formats such as pods and sprays, which not only enhance user experience but also reduce waste, shaping the future of the industry.

Local special circumstances: In Australia and Oceania, the Home and Laundry Care market is significantly influenced by distinctive geographical and cultural factors. The region's diverse climate conditions, ranging from humid coastal areas to arid interiors, drive the demand for specialized cleaning products tailored to specific environments. Additionally, strong cultural values around sustainability and outdoor lifestyles encourage the adoption of eco-friendly solutions. Regulatory frameworks also play a crucial role, with stringent environmental laws motivating companies to innovate green formulations, ultimately shaping consumer preferences and market offerings.

Underlying macroeconomic factors: The Home and Laundry Care market in Australia and Oceania is significantly influenced by macroeconomic factors such as consumer spending trends, economic stability, and employment rates. As disposable incomes rise, households are more inclined to invest in premium and eco-friendly cleaning products, reflecting a shift towards quality and sustainability. Additionally, fluctuations in global supply chains and raw material costs can impact pricing strategies and product availability. National fiscal policies promoting green initiatives further encourage innovation in eco-conscious formulations, aligning market offerings with consumer preferences and driving overall market growth in the region.

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.