Home & Laundry Care - Denmark | Statista Market Forecast

In Denmark, the revenue in the Home & Laundry Care market is projected to reach US$386.30m in 2024.
The market is expected to grow at an annual rate of 2.74% (CAGR 2024-2029).
The largest segment in the market is Laundry Care, with a market volume of US$190.80m 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 Denmark will contribute US$65.04 in 2024.
Furthermore, online sales are projected to account for 9.2% of the total revenue in the Home & Laundry Care market by 2024.
Denmark's eco-conscious consumers are driving a surge in demand for sustainable and natural 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 Denmark is experiencing mild growth, influenced by trends such as increased consumer focus on sustainability, the rise of eco-friendly products, and the demand for convenient cleaning solutions that simplify household tasks.

Customer preferences: Consumers in Denmark are increasingly prioritizing sustainability in their home and laundry care choices, driving a surge in demand for eco-friendly cleaning products and packaging. This shift is fueled by a growing awareness of environmental issues and a desire for products that align with personal values. Additionally, as busy lifestyles become the norm, there is a rising preference for convenient cleaning solutions, such as multi-purpose cleaners and laundry pods, which save time and simplify household chores.

Trends in the market: In Denmark, the Home & Laundry Care market is experiencing a significant shift towards sustainability, with consumers increasingly opting for eco-friendly cleaning products and biodegradable packaging. This trend is propelled by heightened environmental awareness and a desire for transparency in product ingredients. Concurrently, the demand for convenient solutions like multi-purpose cleaners and laundry pods is rising, catering to busy lifestyles. Industry stakeholders must adapt to these evolving preferences, as aligning product offerings with sustainability and convenience will be crucial for capturing market share and fostering brand loyalty.

Local special circumstances: In Denmark, the Home & Laundry Care market is shaped by a strong cultural emphasis on sustainability and environmental stewardship, deeply rooted in the Danish lifestyle. The country's stringent regulations on chemical usage in cleaning products further drive the demand for eco-friendly alternatives. Geographically, Denmark's commitment to renewable resources influences consumer preferences for biodegradable packaging. Additionally, the high standard of living and busy urban lifestyles fuel the popularity of convenient solutions, such as concentrated cleaners and laundry pods, enhancing market dynamics.

Underlying macroeconomic factors: The Home & Laundry Care market in Denmark is significantly influenced by macroeconomic factors such as the country’s robust economic stability, high consumer purchasing power, and a growing emphasis on sustainability. Denmark's commitment to green technologies and renewable energy fosters a favorable environment for eco-friendly products, driving innovation and investment in sustainable cleaning solutions. Furthermore, government fiscal policies promoting environmental stewardship encourage companies to adopt greener practices. The rising costs of living and urbanization trends also lead consumers to seek efficient, convenient home care solutions, enhancing demand for concentrated cleaners and laundry pods in 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.