Home & Laundry Care - Central Asia

The revenue generated in the Home & Laundry Care market in Central Asia is projected to reach US$1.45bn in 2024.
It is expected that the market will experience an annual growth rate of 4.51% (CAGR 2024-2029).
Among the market segments, Laundry Care holds the largest share with a market volume of US$789.80m in 2024.
In comparison to other countries, United States generates the highest revenue in the Home & Laundry Care market, amounting to US$32bn in 2024.
When considering the population, the per person revenue in Central Asia is estimated to be US$18.31 in 2024.
Furthermore, it is projected that online sales will contribute 4.1% of the total revenue in the Home & Laundry Care market by 2024.
In Central Asia, the home & laundry care market is experiencing a growing demand for eco-friendly and natural cleaning products.

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 Central Asia is witnessing moderate growth, influenced by factors like urbanization, increasing disposable incomes, and heightened awareness of hygiene. Additionally, the demand for innovative cleaning solutions is shaping consumer preferences and driving market expansion.

Customer preferences: Consumers in Central Asia are increasingly prioritizing eco-friendly and sustainable home and laundry care products, reflecting a growing environmental consciousness. This trend is particularly pronounced among younger demographics who are more inclined to support brands that emphasize natural ingredients and minimal packaging. Additionally, the rise of urban living has led to smaller households, prompting demand for concentrated and multi-purpose cleaning solutions that maximize efficiency. As lifestyles evolve, consumers are also gravitating towards convenient and time-saving products, such as laundry pods and automated cleaning devices.

Trends in the market: In Central Asia, the Home & Laundry Care market is experiencing a shift towards eco-friendly and sustainable products, driven by a heightened environmental awareness among consumers. Younger demographics are increasingly favoring brands that prioritize natural ingredients and minimal packaging. Concurrently, urbanization is contributing to smaller household sizes, creating a demand for concentrated and multi-purpose cleaning solutions that optimize efficiency. Furthermore, as lifestyles evolve, there is a notable preference for convenient products like laundry pods and automated cleaning devices, indicating significant opportunities for innovation and market growth for industry stakeholders.

Local special circumstances: In Central Asia, the Home & Laundry Care market is shaped by distinct cultural traditions and geographical realities. The region’s diverse climates necessitate specific cleaning products tailored to local conditions, such as dust and humidity. Additionally, traditional practices often influence purchasing decisions, as consumers may prefer products that align with cultural values. Regulatory frameworks also play a role, with increasing government focus on sustainability prompting brands to innovate eco-friendly offerings. This unique blend of local factors creates a dynamic market landscape with growth potential.

Underlying macroeconomic factors: The Home & Laundry Care market in Central Asia is significantly influenced by macroeconomic factors such as fluctuating commodity prices, currency stability, and consumer purchasing power. Global economic trends, including shifts in oil prices, directly impact national economies reliant on energy exports, affecting disposable income levels and, consequently, spending on cleaning products. Fiscal policies promoting sustainability and local manufacturing can stimulate market growth, while inflationary pressures may lead consumers to prioritize value-oriented products. Furthermore, regional trade agreements and foreign investment are enhancing product availability, fostering competition and innovation within the market.

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.