Home & Laundry Care - China | Statista Market Forecast

The Home & Laundry Care market in China is projected to reach a revenue of US$20.64bn by 2024.
It is expected to grow at an annual rate of 2.97% (CAGR 2024-2029).
The largest segment in this market is Laundry Care, with a market volume of US$13.24bn in 2024.
When compared globally, United States generates the highest revenue, amounting to US$32bn in 2024.
In terms of per capita revenue, each person in China generates US$14.40 in 2024.
Additionally, online sales are estimated to contribute 71.9% of the total revenue in the Home & Laundry Care market by 2024.
China's growing middle class is driving demand for premium home and laundry care 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 China is witnessing mild growth, influenced by factors such as evolving consumer preferences for eco-friendly products, increased urbanization, and the rising demand for convenience in household maintenance solutions.

Customer preferences: Consumers in China are increasingly prioritizing sustainable and eco-friendly home and laundry care products, driven by a growing environmental consciousness among younger generations. This shift is complemented by urbanization trends, leading to smaller living spaces that demand efficient and multifunctional cleaning solutions. Additionally, the rise of e-commerce platforms has transformed shopping behaviors, with consumers favoring convenience and instant access to a wide range of innovative products tailored to their busy lifestyles.

Trends in the market: In China, the Home & Laundry Care market is experiencing a notable shift towards sustainable and eco-friendly products, driven by heightened environmental awareness among younger consumers. As urbanization continues to reshape living spaces, there is an increasing demand for efficient, multifunctional cleaning solutions that cater to compact environments. Furthermore, the surge in e-commerce has revolutionized shopping habits, with consumers gravitating towards convenient online platforms that offer instant access to innovative home care products. This trend presents significant opportunities and challenges for industry stakeholders, emphasizing the need for adaptation to consumer preferences and sustainability standards.

Local special circumstances: In China, the Home & Laundry Care market is significantly influenced by local factors such as rapid urbanization and cultural values emphasizing cleanliness and hospitality. The compact living spaces in urban areas drive demand for efficient and multifunctional cleaning products that maximize utility. Additionally, the rise of eco-consciousness among younger consumers leads to a preference for sustainable options, while stringent government regulations promote environmentally friendly practices. These dynamics create a unique landscape where innovation and adaptability are crucial for success in a competitive market.

Underlying macroeconomic factors: The Home & Laundry Care market in China is shaped by several macroeconomic factors, including the country’s robust economic growth and rising disposable incomes, which enhance consumer spending on household products. Additionally, the shift towards e-commerce and digital platforms has transformed distribution channels, allowing brands to reach a broader audience efficiently. National fiscal policies supporting green initiatives and sustainable practices further encourage the development of eco-friendly products. Moreover, fluctuating raw material costs and trade dynamics also impact pricing strategies, compelling companies to innovate and adapt to maintain competitiveness in this evolving market landscape.

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.