Home & Laundry Care - Central & Western Europe

In 2024, the revenue in the Home & Laundry Care market in Central & Western Europe amounts to US$26.03bn.
It is projected that the market will experience an annual growth rate of 2.29% (CAGR 2024-2029).
The largest segment in this market is the Laundry Care segment, which is expected to reach a market volume of US$12.28bn in 2024.
When compared globally, United States generates the highest revenue, with US$32bn in 2024.
On a per capita basis, the revenue generated in 2024 amounts to US$77.60.
By 2024, online sales are expected to contribute 24.9% of the total revenue in the Home & Laundry Care market.
In Germany, there is a growing trend towards eco-friendly home and laundry care products, driven by increasing consumer awareness and demand for sustainable options.

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 & Western Europe is experiencing mild growth, influenced by increasing consumer emphasis on sustainability, evolving cleaning habits, and the demand for innovative, efficient products that simplify household chores.

Customer preferences: Consumers in Central & Western Europe are increasingly prioritizing eco-friendly home and laundry care products, reflecting a growing awareness of environmental sustainability. Alongside this, there is a shift towards multipurpose cleaning solutions that cater to busy lifestyles, allowing for efficient and effective cleaning with minimal effort. Additionally, younger demographics are gravitating towards innovative packaging and refill systems, demonstrating a preference for convenience and reduced waste. This evolving landscape highlights the integration of sustainability with practicality in household choices.

Trends in the market: In Central and Western Europe, the Home & Laundry Care market is experiencing a notable shift toward eco-friendly products, driven by an increasing consumer focus on sustainability. This trend reflects a broader societal commitment to environmental responsibility, prompting brands to innovate in developing biodegradable and plant-based cleaning solutions. Concurrently, the demand for multipurpose cleaners is on the rise, catering to time-constrained consumers seeking efficiency. The younger demographic is also embracing innovative packaging, including refillable options, aligning with their values of convenience and waste reduction. These trends signify a transformative period for industry stakeholders, urging them to adapt and innovate to meet evolving consumer preferences while reinforcing sustainability as a core brand value.

Local special circumstances: In Central and Western Europe, the Home & Laundry Care market is shaped by diverse local factors, including stringent environmental regulations and varying cultural attitudes towards sustainability. Countries like Germany and Sweden are leading in eco-conscious consumerism, prompting brands to prioritize green certifications and environmentally friendly packaging. Additionally, urban living conditions in cities such as Amsterdam and Paris drive demand for compact, efficient cleaning solutions that resonate with busy lifestyles. These unique elements contribute to a dynamic market landscape that emphasizes innovation and environmental stewardship.

Underlying macroeconomic factors: The Home & Laundry Care market in Central and Western Europe is significantly shaped by macroeconomic factors such as consumer spending trends, inflation rates, and employment levels. Economic stability in countries like Germany and the Netherlands has led to increased disposable income, allowing consumers to invest in premium, eco-friendly products. Conversely, rising inflation may pressure consumers to seek cost-effective solutions, impacting brand choices. Additionally, fiscal policies promoting sustainability and green technologies further encourage innovation in product development. Overall, these economic indicators create a competitive landscape that prioritizes both quality and environmental responsibility in the Home & Laundry Care sector.

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.