Home & Laundry Care - BRICS | Statista Market Forecast

In 2024, the revenue in the Home & Laundry Care market in BRICS amounts to US$40.44bn.
It is projected to grow annually by 3.52% (CAGR 2024-2029).
The largest segment in this market is the Laundry Care segment, which has a market volume of US$25.53bn in 2024.
When compared to other countries globally, United States generates the highest revenue with US$32bn in 2024.
In terms of per person revenues, the Home & Laundry Care market generates US$12.27 per person in 2024.
Furthermore, online sales are expected to contribute 38.3% of the total revenue in the Home & Laundry Care market by 2024.
In Brazil, there is a growing demand for eco-friendly home and laundry care products due to increasing environmental awareness.

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 BRICS is witnessing mild growth, influenced by factors such as urbanization, evolving consumer preferences towards eco-friendly products, and increased household spending on cleaning solutions, reflecting a shift towards enhanced home hygiene.

Customer preferences: Consumers in the BRICS nations are increasingly prioritizing sustainability and eco-friendliness in their home and laundry care products, reflecting a growing awareness of environmental issues. This shift is particularly evident among younger demographics, who favor brands that align with their values. Additionally, there is a rising demand for multifunctional cleaning solutions that cater to busy lifestyles, as urbanization leads to smaller living spaces. As households invest more in hygiene and cleanliness, the trend towards natural ingredients and transparent labeling is becoming more pronounced, reshaping the market landscape.

Trends in the market: In the BRICS nations, the Home and Laundry Care market is experiencing a significant shift towards eco-friendly products, as consumers increasingly seek sustainable options that align with their values. In Brazil, there’s a notable rise in demand for biodegradable detergents, while in India, the popularity of plant-based cleaning agents is surging. South Africa sees a growing interest in refillable packaging solutions. These trends signify a broader cultural shift towards environmental consciousness, compelling industry stakeholders to innovate and adapt their offerings to meet consumer expectations for transparency and multifunctionality.

Local special circumstances: In Brazil, the Home and Laundry Care market is influenced by the country’s rich biodiversity, which drives the demand for locally sourced, eco-friendly cleaning products that resonate with consumers’ appreciation for natural ingredients. In India, cultural practices around cleanliness and the use of herbal remedies have led to a surge in demand for plant-based detergents that reflect traditional values. Meanwhile, South Africa's regulatory focus on reducing plastic waste is fostering innovation in refillable packaging, aligning with consumer preferences for sustainable solutions.

Underlying macroeconomic factors: The Home & Laundry Care market in BRICS nations is significantly shaped by macroeconomic factors such as consumer spending trends, environmental policies, and urbanization rates. Brazil's economic recovery and rising disposable incomes are boosting demand for premium, eco-friendly products, while India's robust growth in e-commerce is enhancing access to diverse cleaning solutions. South Africa's emphasis on sustainability is prompting investments in innovative packaging technologies. Additionally, global shifts towards green consumerism are influencing fiscal policies, encouraging governments to support sustainable practices that align with market trends and consumer preferences across these diverse economies.

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.