Home & Laundry Care

Revenue in the Home & Laundry Care market amounts to US$19.69bn in 2024. The market is expected to grow annually by 3.14% (CAGR 2024-2029).
The market's largest segment is the segment Laundry Care with a market volume of US$11.31bn in 2024.
In global comparison, most revenue is generated United States (US$32bn in 2024).
In relation to total population figures, per person revenues of US$30.97 are generated in 2024.
In the Home & Laundry Care market, 5.3% of total revenue will be generated through online sales by 2024.

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 LATAM is witnessing mild growth, influenced by factors such as increasing urbanization, evolving consumer preferences for eco-friendly products, and the rising demand for convenience in household cleaning solutions.

Customer preferences: In the Home & Laundry Care market in LATAM, consumers are gravitating towards products that emphasize sustainability and minimal environmental impact, reflecting a growing awareness of ecological issues. This shift is particularly pronounced among younger demographics, who prioritize brands with transparent sourcing and eco-friendly packaging. Additionally, the rise of dual-income households is driving demand for time-saving cleaning solutions, such as multi-purpose cleaners and laundry pods, as busy lifestyles necessitate greater convenience in home care routines.

Trends in the market: In LATAM, the Home & Laundry Care market is experiencing a significant shift towards eco-friendly products, with consumers increasingly selecting brands that prioritize sustainability and environmentally responsible practices. This trend is particularly evident among younger consumers, who are seeking transparency in product sourcing and packaging. Additionally, the rise of dual-income households is fostering demand for innovative cleaning solutions, such as concentrated formulas and convenient laundry pods, as busy lifestyles prompt a preference for efficiency and ease in home care tasks. These evolving consumer preferences are reshaping the competitive landscape, compelling brands to adapt their strategies to meet the growing demand for sustainable and convenient products.

Local special circumstances: In LATAM, the Home & Laundry Care market is influenced by diverse local factors such as varying climate conditions and cultural attitudes towards cleanliness. For instance, high humidity levels in coastal regions drive demand for mold-resistant products, while urban areas emphasize efficiency due to space constraints. Additionally, traditional values around home care are evolving, with younger consumers advocating for eco-friendly practices. Regulatory pressures on chemical use further prompt brands to innovate, ensuring products are both effective and aligned with environmental standards, reshaping the competitive landscape.

Underlying macroeconomic factors: The Home & Laundry Care market in LATAM is significantly shaped by macroeconomic factors such as fluctuating commodity prices, inflation rates, and currency stability. Economic growth in certain countries is leading to increased disposable incomes, prompting consumers to invest in premium cleaning products. Conversely, economic downturns can shift preferences toward budget-friendly options. Additionally, fiscal policies promoting sustainability are encouraging brands to develop eco-friendly products. Global trends, such as the rise in e-commerce, also influence distribution channels, enabling brands to reach a broader audience while adapting to shifting consumer behaviors and preferences.

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.