Home & Laundry Care - G20 | Statista Market Forecast

In 2024, the revenue in the Home & Laundry Care market in the country in G20 amounts to a staggering US$122.50bn.
It is projected that the market will experience an annual growth rate of 2.77% (CAGR 2024-2029).
The largest segment in this market is the Laundry Care segment, which is estimated to have a market volume of US$64.55bn in 2024.
When compared globally, United States leads the pack in terms of revenue generation, with a figure of US$32bn in 2024.
Looking at it from a per capita perspective, the revenue generated per person in the country in 2024 amounts to US$34.60.
Furthermore, it is expected that 35.9% of the total revenue in the Home & Laundry Care market will be generated through online sales by 2024.
In the United States, there is a growing trend towards eco-friendly home and laundry care products, driven by increasing consumer awareness and demand for sustainable and non-toxic options.

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 G20 countries is witnessing mild growth, fueled by factors such as evolving consumer preferences for eco-friendly products, increasing urbanization, and the demand for innovative cleaning solutions that enhance convenience and efficiency.

Customer preferences: Consumers are increasingly prioritizing sustainable home and laundry care products, reflecting a growing awareness of environmental impact. This trend is particularly evident among younger demographics, who favor brands that emphasize eco-friendly ingredients and packaging. Additionally, the rise of urban living has prompted a demand for compact and multifunctional cleaning solutions that cater to smaller living spaces. Enhanced convenience, driven by busy lifestyles, is also shaping preferences for products that offer quick and effective results, further influencing purchasing decisions.

Trends in the market: In the global Home & Laundry Care market, there is a notable shift towards sustainable and eco-friendly products, driven by a heightened consumer awareness of environmental issues. Younger consumers, in particular, are gravitating towards brands that highlight green ingredients and recyclable packaging. Concurrently, the trend of urbanization is increasing the demand for compact and multifunctional cleaning solutions tailored for smaller living spaces. Additionally, as lifestyles become busier, there is a growing preference for products that deliver quick and effective cleaning results, compelling brands to innovate and adapt their offerings to meet these evolving consumer expectations.

Local special circumstances: In Germany, the Home & Laundry Care market is heavily influenced by stringent environmental regulations and a strong cultural commitment to sustainability. Consumers increasingly favor products that are certified eco-friendly, prompting brands to invest in green innovations and transparent sourcing. In Japan, compact living spaces drive demand for multifunctional cleaning products, with a focus on efficiency and space-saving designs. Meanwhile, in Brazil, the rise of urban middle-class households has led to a surge in demand for effective and affordable laundry solutions that cater to diverse cleaning needs, reflecting local preferences and economic conditions.

Underlying macroeconomic factors: The Home & Laundry Care market is significantly shaped by macroeconomic factors such as consumer spending, economic stability, and environmental policies. In countries with robust economic growth, like Brazil, rising disposable incomes are boosting demand for innovative and affordable cleaning solutions. Conversely, in Germany, stringent environmental regulations and a strong emphasis on sustainable practices are driving brands to develop eco-friendly products. Japan's stable economy fosters investment in multifunctional products that cater to space constraints, reflecting a trend towards efficiency. Global supply chain dynamics and inflation rates also play critical roles in determining product pricing and availability across these diverse markets.

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.