Home & Laundry Care

Revenue in the Home & Laundry Care market amounts to US$76.29bn in 2024. The market is expected to grow annually by 3.20% (CAGR 2024-2029).
The market's largest segment is the segment Laundry Care with a market volume of US$37.98bn in 2024.
In global comparison, most revenue is generated United States (US$32bn in 2024).
In relation to total population figures, per person revenues of US$31.24 are generated in 2024.
In the Home & Laundry Care market, 13.0% of total revenue will be generated through online sales by 2024.

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 EMEA is witnessing mild growth, influenced by factors such as evolving consumer preferences for eco-friendly products, advancements in cleaning technology, and the increasing importance of hygiene in everyday life.

Customer preferences: Consumers in the EMEA Home & Laundry Care market are increasingly favoring sustainable and eco-friendly cleaning products, reflecting a cultural shift towards environmental consciousness. Demographic changes, such as a growing number of millennials and Gen Z entering the market, are driving demand for innovative, multi-functional products that align with their busy lifestyles. Additionally, the heightened focus on hygiene, influenced by recent global health challenges, has led to a preference for disinfecting solutions that promise effective sanitation without compromising on sustainability.

Trends in the market: In the EMEA Home & Laundry Care market, the demand for sustainable and eco-friendly cleaning products is on the rise, as consumers increasingly prioritize environmental responsibility in their purchasing decisions. Concurrently, the influence of millennials and Gen Z is steering the market towards innovative, multi-functional products that cater to their fast-paced lifestyles. Furthermore, the ongoing emphasis on hygiene, spurred by recent global health crises, is driving a preference for effective disinfecting solutions that maintain sustainability. These trends hold significant implications for manufacturers, who must adapt by enhancing product formulations and exploring sustainable packaging options to remain competitive and meet evolving consumer expectations.

Local special circumstances: In the EMEA Home & Laundry Care market, varying local factors significantly influence consumer preferences and purchasing behavior. In Nordic countries, stringent environmental regulations and a strong cultural commitment to sustainability drive demand for eco-friendly products. Conversely, Southern European markets, with their warm climates, prioritize effective stain removal and odor control due to lifestyle habits centered around outdoor living. Meanwhile, the UK's focus on hygiene, intensified by recent health crises, leads to increased interest in multi-purpose disinfecting solutions. These regional differences shape product innovation and marketing strategies across the EMEA region.

Underlying macroeconomic factors: The EMEA Home & Laundry Care market is shaped by macroeconomic factors such as consumer spending patterns, economic stability, and environmental policies. In regions experiencing economic growth and rising disposable incomes, there is a noticeable shift toward premium and eco-friendly products, reflecting a growing consumer awareness of sustainability. Conversely, in economically challenged areas, cost efficiency takes precedence, influencing purchasing decisions toward value-oriented products. Additionally, fiscal policies promoting green initiatives can spur innovation in eco-friendly product lines, while fluctuations in raw material costs due to global supply chain dynamics further impact pricing strategies and market competitiveness across 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.