Home & Laundry Care - Eastern Europe

In 2024, the revenue in the Home & Laundry Care market in Eastern Europe amounts to US$6.92bn.
It is projected that the market will experience an annual growth rate of 2.11% (CAGR 2024-2029).
The largest segment in the market is Laundry Care, with a market volume of US$3.56bn in 2024.
When compared globally, United States generates the highest revenue in the Home & Laundry Care market, amounting to US$32bn in 2024.
Looking at the population figures, the per person revenue generated in Eastern Europe is US$29.10 in 2024.
Furthermore, it is estimated that online sales will account for 4.0% of the total revenue in the Home & Laundry Care market by 2024.
In Eastern Europe, the demand for eco-friendly home and laundry care products is on the rise, as consumers become more conscious about sustainability.

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 Eastern Europe is witnessing mild growth, influenced by rising consumer demand for effective cleaning solutions, increased focus on sustainability, and greater awareness of hygiene, all contributing to evolving purchasing behaviors.

Customer preferences: Consumers in Eastern Europe are increasingly prioritizing eco-friendly and biodegradable cleaning products, reflecting a growing awareness of environmental issues. This trend is further fueled by younger demographics who are more inclined to support brands with sustainable practices. Additionally, busy lifestyles are driving demand for multi-functional products that save time and effort, such as stain removers that work in cold water. The emphasis on hygiene, particularly post-pandemic, has led to a surge in popularity for disinfecting and antibacterial solutions, shaping purchasing decisions in the Home & Laundry Care market.

Trends in the market: In Eastern Europe, the Home & Laundry Care market is experiencing a significant shift towards eco-friendly and biodegradable cleaning products, driven by an increased consumer awareness of environmental sustainability. Younger generations are leading this trend, favoring brands that demonstrate genuine commitment to sustainable practices. Concurrently, the demand for multi-functional cleaning solutions is on the rise, as busy lifestyles push consumers to seek products that save time and effort. Additionally, the heightened focus on hygiene in the wake of the pandemic has intensified interest in disinfecting and antibacterial products, influencing purchasing decisions across the region. These trends present opportunities for industry stakeholders to innovate and align their offerings with evolving consumer preferences, ultimately shaping the market's future landscape.

Local special circumstances: In Eastern Europe, the Home & Laundry Care market is shaped by distinct local factors such as diverse climatic conditions and varying cultural attitudes toward cleanliness. For instance, colder climates necessitate products that effectively combat mold and mildew, while cultural traditions influence preferences for specific fragrances and cleaning rituals. Furthermore, regulatory frameworks across countries emphasize eco-labeling and safety standards, compelling brands to adapt formulations. This combination of geographical, cultural, and regulatory elements enhances market dynamics, driving innovation and consumer engagement in the region.

Underlying macroeconomic factors: The Home & Laundry Care market in Eastern Europe is significantly influenced by macroeconomic factors such as consumer spending patterns, inflation rates, and national economic stability. As disposable incomes rise, there is an increased demand for premium cleaning products, driving market growth. Conversely, economic downturns can lead to a shift toward budget-friendly options. Additionally, fiscal policies promoting sustainability and eco-friendly practices are reshaping product offerings, as consumers become more environmentally conscious. Global supply chain disruptions also impact product availability and pricing, further affecting market dynamics and consumer choices in the region.

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.