Home & Laundry Care - EU-27 | Statista Market Forecast

In 2024, the revenue in the Home & Laundry Care market in EU-27 amounts to US$32.15bn.
It is projected that the market will experience an annual growth rate of 1.73% (CAGR 2024-2029).
The largest segment in this market is Laundry Care, with a market volume of US$15.83bn in 2024.
When compared globally, United States generates the highest revenue in this market, with US$32bn in 2024.
Considering the total population of EU-27, the per person revenue generated in 2024 is US$71.85.
It is estimated that by 2024, online sales will contribute to 12.6% of the total revenue in the Home & Laundry Care market.
In Germany, the demand for eco-friendly laundry detergents has been steadily increasing due to the country's strong focus on 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 EU-27 is experiencing mild growth, influenced by factors such as evolving consumer preferences for eco-friendly products, increased focus on hygiene, and the convenience of multifunctional cleaning solutions that enhance everyday living.

Customer preferences: Consumers in the EU-27 are increasingly prioritizing sustainable and eco-friendly home and laundry care products, reflecting a broader cultural shift towards environmental consciousness. This trend is particularly evident among younger demographics who emphasize ethical consumption and seek out brands with transparent sourcing and minimal packaging. Additionally, the rise in remote working has prompted a demand for efficient cleaning solutions that cater to busy lifestyles, with multifunctional products gaining popularity for their convenience and effectiveness in maintaining hygiene at home.

Trends in the market: In the EU-27, the Home & Laundry Care market is experiencing a significant shift towards eco-friendly and sustainable products, driven by increasing consumer awareness of environmental issues. Younger consumers are particularly influential, favoring brands that demonstrate ethical sourcing and minimal packaging. This trend is leading to the rise of multifunctional cleaning solutions that cater to the demands of busy lifestyles, as remote working becomes more prevalent. Industry stakeholders must adapt to these evolving consumer preferences by innovating sustainable product lines and enhancing transparency in sourcing to maintain competitiveness and meet market expectations.

Local special circumstances: In the EU-27, the Home & Laundry Care market is shaped by diverse cultural attitudes towards sustainability, influenced by varying degrees of environmental regulations across member states. Countries like Germany and Sweden lead in eco-conscious consumer behavior, fostering demand for biodegradable and refillable products. Additionally, Mediterranean nations prioritize natural cleaning solutions, reflecting regional preferences for health and wellness. Furthermore, strict EU regulations on chemical safety compel manufacturers to innovate, ensuring compliance while meeting consumer expectations for transparency and eco-friendliness.

Underlying macroeconomic factors: The Home & Laundry Care market in the EU-27 is significantly influenced by macroeconomic factors such as consumer spending trends, rising disposable incomes, and shifts in household dynamics. Economic stability across member states fosters greater investment in sustainable products, while fluctuations in raw material costs impact pricing strategies. Additionally, fiscal policies promoting green initiatives enhance market growth, particularly in countries prioritizing eco-friendly solutions. The ongoing global shift towards sustainability further drives innovation and competition, compelling manufacturers to develop products that align with evolving consumer preferences and regulatory demands, ultimately shaping market performance.

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.