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Household Cleaners - EMEA

EMEA
  • Revenue in the Household Cleaners market amounts to US$16.11bn in 2024. The market is expected to grow annually by 3.35% (CAGR 2024-2029).
  • In global comparison, most revenue is generated United States (US$8bn in 2024).
  • In relation to total population figures, per person revenues of US$6.60 are generated in 2024.

Definition:

The Household Cleaners market covers all consumer products used for the cleaning of surfaces, windows, and toilets. Special cleaning agents, such as beeswax, auxiliary products for cleaning (e.g., mops and brooms), products sold in wholesale quantities, and household cleaning services are not included. Home & Laundry Care's second largest market is household cleaning detergents.

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.

In-Scope

  • Surface cleaners
  • Floor care
  • Toilet care
  • Window cleaning products

Out-Of-Scope

  • Polishes (for floor cleaning/care or furniture)
  • Cleaning equipment (e.g. mops or cleaning cloths)
  • Professional products for bulk consumers (B2B)
Household Cleaners: market data & analysis - Cover

Market Insights report

Household Cleaners: market data & analysis

Study Details

    Revenue

    Notes: Data shown is using current exchange rates. Data shown does not yet reflect market impacts of Russia-Ukraine war, we are currently working on an update.

    Most recent update: Jun 2024

    Source: Statista Market Insights

    Most recent update: Jun 2024

    Source: Statista Market Insights

    Sales Channels

    Most recent update: Oct 2024

    Source: Statista Market Insights

    Global Comparison

    Most recent update: Jun 2024

    Source: Statista Market Insights

    Analyst Opinion

    The Household Cleaners Market within the Home & Laundry Care sector in EMEA is witnessing mild growth, influenced by factors such as evolving consumer preferences, increased environmental awareness, and the rising demand for effective cleaning solutions in households.

    Customer preferences:
    Consumers in the EMEA Household Cleaners Market are increasingly prioritizing eco-friendly and sustainable products, reflecting a growing awareness of environmental issues. This trend is particularly strong among younger demographics, who favor brands that align with their values of sustainability and social responsibility. Additionally, the pandemic has heightened the focus on hygiene, prompting a shift towards multifunctional cleaning products that ensure safety and efficiency in households. As lifestyles evolve, there's a rising demand for convenient, ready-to-use cleaning solutions that cater to busy schedules.

    Trends in the market:
    In the EMEA Household Cleaners Market, there is a notable shift towards eco-friendly and sustainable cleaning products, driven by increased consumer awareness of environmental issues. Younger demographics are leading this trend, actively seeking brands that prioritize sustainability and social responsibility. Simultaneously, the COVID-19 pandemic has intensified concerns about hygiene, resulting in a surge in demand for multifunctional cleaning solutions that offer both safety and efficiency. This evolution in consumer preferences signals significant opportunities for industry stakeholders to innovate and align their product offerings with these emerging values.

    Local special circumstances:
    In the EMEA Household Cleaners Market, diverse local factors significantly shape market dynamics. For instance, in Scandinavia, stringent environmental regulations promote the use of biodegradable ingredients, pushing brands to innovate in sustainability. Meanwhile, Southern European countries exhibit a strong cultural preference for traditional cleaning methods, blending natural ingredients like vinegar and olive oil into their routines. Furthermore, the varying levels of urbanization influence product preferences, with urban consumers favoring convenience and multifunctional solutions, while rural areas often rely on bulk purchasing of staple products.

    Underlying macroeconomic factors:
    The EMEA Household Cleaners Market is influenced by several macroeconomic factors, including economic growth, consumer spending patterns, and environmental policies. In regions with robust economic performance, such as Germany and the UK, consumers are more inclined to invest in premium cleaning products that emphasize sustainability and efficacy. Conversely, in economically challenged areas, price sensitivity drives demand for budget-friendly options. Additionally, increasing awareness of environmental issues prompts governments to implement stricter regulations on chemical ingredients, compelling manufacturers to innovate and reformulate their products. Fluctuating raw material costs further impact pricing strategies, shaping competitive dynamics across the market.

    Methodology

    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.

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