Home & Laundry Care - Benelux | Statista Market Forecast

In 2024, the revenue generated in the Home & Laundry Care market in Benelux amounts to US$2.46bn.
It is projected that the market will experience an annual growth rate of 1.92% (CAGR 2024-2029).
The largest segment within the market is Laundry Care, which is estimated to have a market volume of US$1.30bn in 2024.
When compared to other countries worldwide, United States generates the highest revenue in the Home & Laundry Care market, with a total of US$32bn in 2024.
In terms of per capita figures, in 2024, each person in Benelux generates US$82.02 in revenue for the Home & Laundry Care market.
Furthermore, it is expected that by 2024, online sales will account for 11.7% of the total revenue in the Home & Laundry Care market.
"Benelux consumers are increasingly opting for eco-friendly and sustainable home and laundry care products, reflecting their strong commitment to environmental responsibility."

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 Benelux is witnessing mild growth, influenced by factors such as evolving consumer preferences for eco-friendly products, increased focus on hygiene, and the convenience of versatile cleaning solutions that cater to diverse household needs.

Customer preferences: Consumers in the Benelux region are increasingly prioritizing sustainability and hygiene in their home and laundry care choices, resulting in a growing preference for eco-friendly and biodegradable products. The rise in remote working has also intensified the demand for multi-functional cleaning solutions that cater to busy lifestyles. Additionally, younger demographics are gravitating towards brands that emphasize transparency and ethical sourcing, reflecting a broader cultural shift towards conscious consumerism and wellness-focused living.

Trends in the market: In the Benelux region, the Home & Laundry Care market is experiencing a notable shift towards sustainable and eco-friendly cleaning products, as consumers increasingly prioritize environmental responsibility. The demand for biodegradable formulations is rising, driven by a growing awareness of ecological impacts. Concurrently, the trend of remote working has led to increased interest in multi-functional cleaning solutions that save time and effort. Moreover, younger consumers are gravitating towards brands that champion transparency and ethical sourcing, indicating a significant cultural shift towards conscious consumerism, which could reshape market strategies and product offerings for industry stakeholders.

Local special circumstances: In the Benelux region, the Home & Laundry Care market is uniquely influenced by its strong regulatory framework focused on sustainability, which encourages the development of eco-friendly products. The cultural emphasis on environmental stewardship, particularly in countries like the Netherlands, fosters consumer demand for biodegradable cleaning solutions. Additionally, the compact urban living spaces in cities like Brussels and Amsterdam drive interest in multifunctional products that maximize efficiency. These local factors shape a market increasingly aligned with sustainability and convenience, differentiating it from global trends.

Underlying macroeconomic factors: The Home & Laundry Care market in the Benelux region is significantly influenced by macroeconomic factors such as consumer spending trends, sustainability initiatives, and economic stability. The strong national economies in countries like Belgium and the Netherlands support higher disposable incomes, fostering demand for premium, eco-friendly products. Additionally, government fiscal policies promoting green technologies and sustainable practices further encourage the development of innovative cleaning solutions. Global trends towards sustainability and rising awareness of environmental issues also play a crucial role in shaping consumer preferences, driving the market towards more responsible product offerings.

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.