Home & Laundry Care - Estonia | Statista Market Forecast

The revenue generated in the Home & Laundry Care market in Estonia is estimated to be US$63.29m in 2024.
It is projected to grow annually at a compound annual growth rate (CAGR) of 1.70% from 2024 to 2029.
The largest segment in this market is Laundry Care, which is expected to have a market volume of US$41.44m in 2024.
In comparison to other countries, United States generates the highest revenue in the Home & Laundry Care market, reaching US$32bn in 2024.
When considering the revenue per person, Estonia's population generates approximately US$47.98 per person in 2024.
Online sales are expected to contribute 6.6% of the total revenue in the Home & Laundry Care market by 2024.
The Estonian market for home and laundry care products is experiencing a growing demand for eco-friendly and natural cleaning solutions.

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 Estonia is witnessing mild growth, influenced by rising consumer demand for eco-friendly products, heightened hygiene awareness, and the increasing availability of innovative cleaning solutions that enhance convenience and efficiency.

Customer preferences: Consumers in Estonia are showing a growing preference for sustainable and eco-friendly home and laundry care products, reflecting a cultural shift towards environmental consciousness. This trend is particularly pronounced among younger demographics, who prioritize brands that align with their values of sustainability and social responsibility. Additionally, the rise in remote working has led to increased focus on home hygiene, prompting a demand for innovative, multi-functional cleaning solutions that offer convenience and efficiency in everyday routines.

Trends in the market: In Estonia, the Home & Laundry Care market is experiencing a significant shift towards eco-friendly and sustainable products, driven by consumers’ increasing environmental awareness. This trend is notably stronger among younger consumers, who actively seek brands that reflect their values of sustainability and social responsibility. The surge in remote working has also led to heightened attention on home hygiene, creating a demand for innovative, multi-functional cleaning solutions that enhance convenience and efficiency. This evolving landscape presents both opportunities and challenges for industry stakeholders, requiring them to adapt to these changing consumer preferences and invest in sustainable practices to stay competitive.

Local special circumstances: In Estonia, the Home & Laundry Care market is influenced by its unique geographical and cultural context, marked by a strong commitment to environmental sustainability. The country’s pristine natural environment fosters a consumer preference for eco-friendly products, reinforced by stringent EU regulations promoting green practices. Additionally, Estonia’s tech-savvy population embraces innovative cleaning solutions that align with their digital lifestyles. This combination of ecological consciousness and technological integration drives demand for sustainable, efficient products, setting Estonia apart from other markets in the region.

Underlying macroeconomic factors: The Home & Laundry Care market in Estonia is significantly influenced by macroeconomic factors such as national economic stability, consumer spending power, and fiscal policies promoting sustainability. Estonia’s robust economic growth, marked by rising disposable incomes and low unemployment rates, encourages consumers to invest in high-quality, eco-friendly cleaning products. Additionally, government incentives aimed at green technologies and sustainable practices bolster market growth. Global trends, such as the shift towards e-commerce and increased demand for innovative cleaning solutions, further enhance Estonia's market dynamics, creating opportunities for brands that prioritize both sustainability and technological advancement.

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.