Home & Laundry Care - Georgia | Statista Market Forecast

The Georgian Home & Laundry Care market is projected to generate a revenue of US$88.75m in 2024.
With an expected annual growth rate of -0.98% (CAGR 2024-2029), the market is poised for further expansion.
Within this market, the largest segment is Laundry Care, which is estimated to have a market volume of US$41.33m in 2024.
In terms of global comparison, United States leads in revenue generation, with a staggering US$32bn in 2024.
When considering the population size, this translates to per person revenues of US$23.87 in the same year.
Furthermore, it is anticipated that online sales will contribute 9.1% of the total revenue in the Home & Laundry Care market by 2024.
Despite a growing demand for eco-friendly products in the Home & Laundry Care market, Georgia still heavily relies on conventional cleaning brands.

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 Georgia is facing a mild decline, influenced by shifting consumer preferences towards eco-friendly products, increasing competition from local brands, and economic factors affecting household spending on cleaning essentials and maintenance.

Customer preferences: In Georgia, consumers are increasingly gravitating towards sustainable and eco-friendly home and laundry care products, reflecting a growing environmental consciousness among the population. This trend is particularly pronounced among younger generations, who prioritize brands that align with their values of sustainability and social responsibility. Additionally, the rise of urban living has led to smaller households, prompting demand for multi-functional and space-saving cleaning solutions. These shifts underscore a cultural transformation towards mindful consumption and convenience in daily routines.

Trends in the market: In Georgia, the Home & Laundry Care market is experiencing a surge in demand for biodegradable and plant-based cleaning products, as consumers prioritize environmental sustainability and health-conscious living. This trend is particularly evident among millennials and Gen Z, who actively seek out brands that reflect their ethical values. Additionally, the rise of compact living spaces has spurred interest in concentrated and multi-use cleaning solutions that maximize efficiency. As these trends continue to evolve, industry stakeholders must adapt by innovating product lines and enhancing marketing strategies to resonate with a more eco-aware and convenience-seeking consumer base.

Local special circumstances: In Georgia, the Home & Laundry Care market is shaped by the unique blend of its diverse population and a strong emphasis on local traditions. The state's rich agricultural heritage has fostered a preference for locally sourced, natural ingredients in cleaning products, aligning with the rising demand for eco-friendly solutions. Furthermore, regulatory initiatives aimed at reducing chemical usage in household products have propelled brands to innovate and adopt greener practices. This cultural and regulatory landscape not only differentiates Georgia's market but also encourages consumers to actively support sustainable brands that resonate with their community values.

Underlying macroeconomic factors: The Home & Laundry Care market in Georgia is significantly influenced by macroeconomic factors such as consumer spending patterns, disposable income levels, and economic stability. As the state experiences steady job growth and rising wages, households are increasingly willing to invest in premium cleaning products that align with their eco-friendly values. Additionally, inflationary pressures can impact purchasing decisions, leading consumers to seek cost-effective yet sustainable alternatives. Fiscal policies promoting green initiatives further stimulate market innovation, while global trends towards sustainability and health consciousness resonate with local consumer preferences, driving demand for environmentally friendly home care solutions.

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.