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Household Cleaners - Northern Europe

Northern Europe
  • In Northern Europe, the revenue generated in the Household Cleaners market is estimated to reach US$387.70m in 2024.
  • It is projected to experience an annual growth rate of 2.48% (CAGR 2024-2029).
  • When comparing this market segment globally, United States stands out as the leader, generating a revenue of US$8bn in 2024.
  • In terms of per capita figures, each person in Northern Europe generates a revenue of US$11.44 in 2024.
  • In Northern Europe, consumers are increasingly opting for eco-friendly household cleaners, reflecting the region's strong emphasis on sustainability and environmental consciousness.

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

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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

    Key Players

    Most recent update: Mar 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 Northern Europe is witnessing mild growth, influenced by factors such as heightened environmental concerns, consumer demand for sustainable products, and evolving cleaning habits in households.

    Customer preferences:
    Consumers in Northern Europe are increasingly prioritizing eco-friendly household cleaners, driven by a strong cultural emphasis on sustainability and environmental stewardship. This shift is reflected in the rising demand for biodegradable and plant-based cleaning products, as well as refillable packaging options. Additionally, younger demographics are favoring brands that showcase transparency and ethical sourcing, while busy lifestyles are propelling the popularity of multi-purpose cleaners that offer convenience without compromising on effectiveness.

    Trends in the market:
    In Northern Europe, the Household Cleaners market is experiencing a significant shift towards eco-friendly products, with consumers increasingly opting for biodegradable and plant-based cleaning solutions. This trend aligns with a broader cultural commitment to sustainability, prompting brands to innovate with refillable packaging and transparent sourcing practices. Additionally, younger consumers are prioritizing multi-purpose cleaners that offer convenience and efficiency, reflecting busy lifestyles. These developments signal a critical pivot for industry stakeholders, as they must adapt product offerings and marketing strategies to meet evolving consumer expectations and regulatory standards.

    Local special circumstances:
    In Northern Europe, the Household Cleaners market is shaped by stringent environmental regulations and a socially conscious consumer base that prioritizes sustainability. The region's commitment to reducing carbon footprints has driven demand for eco-friendly cleaners, often certified by recognized environmental standards. Additionally, cultural values emphasizing minimalism and wellness influence consumers to seek out non-toxic, plant-based products. The prevalence of urban living further fuels the need for effective, space-saving multi-purpose cleaners, compelling brands to innovate in product formulation and packaging design.

    Underlying macroeconomic factors:
    The Household Cleaners market in Northern Europe is significantly influenced by macroeconomic factors such as regional economic stability, consumer spending patterns, and environmental policies. Strong national economies in the region, supported by low unemployment rates and high disposable incomes, enhance consumer willingness to invest in premium, eco-friendly cleaning products. Furthermore, government initiatives promoting green technologies and sustainability incentivize manufacturers to innovate, aligning with the rising consumer demand for responsible products. Currency fluctuations and trade agreements also play a role, impacting the cost and availability of raw materials essential for eco-friendly formulations.

    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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    Household Cleaners: market data & analysis - BackgroundHousehold Cleaners: market data & analysis - Cover

    Key Market Indicators

    Notes: Based on IMF, World Bank, UN and Eurostat

    Most recent update: Sep 2024

    Source: Statista Market Insights

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