Home & Laundry Care - Greece | Statista Market Forecast

In Greece, the revenue in the Home & Laundry Care market is projected to reach US$670.90m in 2024.
This market is expected to grow annually by 1.03% (CAGR 2024-2029).
The largest segment of the market is Laundry Care, with a market volume of US$323.50m in 2024.
When compared globally, United States generates the highest revenue in this market, reaching US$32bn in 2024.
In terms of per capita revenue, in Greece generates US$65.12 per person in 2024.
Furthermore, online sales are projected to contribute 9.1% of the total revenue in the Home & Laundry Care market by 2024.
Despite economic challenges, the demand for eco-friendly home and laundry care products in Greece is steadily rising.

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 Greece is witnessing mild growth, influenced by factors such as evolving consumer preferences for eco-friendly products, increased focus on hygiene, and the rising demand for efficient cleaning solutions amidst busy lifestyles.

Customer preferences: Consumers in Greece are increasingly prioritizing sustainable and eco-friendly laundry care products, reflecting a broader cultural shift towards environmental consciousness. This trend is particularly pronounced among younger generations, who are more inclined to choose brands that align with their values of sustainability and health. Additionally, with the rise of remote work and busy lifestyles, there is a growing demand for time-efficient cleaning solutions, such as concentrated detergents and multi-functional cleaning products, that cater to modern living while ensuring hygiene and cleanliness.

Trends in the market: In Greece, the Home & Laundry Care market is experiencing a significant shift towards sustainable and eco-friendly products, as consumers increasingly seek brands that reflect their environmental values. This trend is particularly strong among younger demographics, who prioritize health and sustainability in their purchasing decisions. Furthermore, the rise of remote work has intensified the demand for time-efficient cleaning solutions, such as concentrated detergents and multi-functional products, which cater to the needs of busy households. These trends present important implications for industry stakeholders, who must adapt their offerings to align with evolving consumer preferences and sustainability practices.

Local special circumstances: In Greece, the Home & Laundry Care market is shaped by unique factors such as the Mediterranean climate, which influences the types of cleaning products preferred by consumers. The warm weather encourages the use of effective stain removers and deodorizing agents, as residents often spend time outdoors. Additionally, Greece’s rich cultural heritage emphasizes traditional cleaning methods, creating a demand for natural and locally sourced ingredients in products. Regulatory pressures around environmental sustainability further drive the market towards eco-friendly solutions, compelling brands to innovate and adapt to these local preferences.

Underlying macroeconomic factors: The Home & Laundry Care market in Greece is significantly influenced by macroeconomic factors such as consumer spending patterns, economic growth, and inflation rates. As the national economy stabilizes and consumer confidence rises, households are more inclined to invest in premium cleaning products, which drives market growth. Conversely, high inflation may lead to price sensitivity, pushing consumers toward more affordable options. Furthermore, international trade dynamics affect the availability and pricing of imported products, while fiscal policies promoting sustainability encourage the development of eco-friendly cleaning solutions. Overall, these factors collectively shape the market landscape in Greece.

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.