Laundry Care - EU-27

EU-27

Highlights

In the year 2024, the revenue in the Laundry Care market in EU-27 amounts to US$15.83bn.
It is projected that the market will experience an annual growth rate of 1.81% (CAGR 2024-2029).
When compared to other countries worldwide, United States generates the highest revenue, reaching US$16bn in 2024.
Taking into account the total population figures, the per person revenues in EU-27 for 2024 are estimated to be US$35.38.
In Germany, the laundry care market is experiencing a shift towards eco-friendly products, driven by increasing consumer awareness and demand for sustainable options.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Laundry Care Market within the Home & Laundry Care Market in EU-27 is experiencing mild growth, influenced by factors such as evolving consumer preferences, sustainability concerns, and the increasing demand for eco-friendly products.

Customer preferences: Consumers in the EU-27 are increasingly prioritizing sustainability in their laundry care choices, driving a shift towards eco-friendly detergents and packaging. This trend is bolstered by a growing awareness of environmental issues among younger demographics, particularly millennials and Gen Z, who favor brands that align with their values. Additionally, urbanization and the rise of smaller living spaces are influencing preferences for concentrated, multi-purpose laundry products that offer efficiency without compromising on cleaning performance.

Trends in the market: In the EU-27, the Laundry Care market is experiencing a surge in demand for sustainable products, with consumers increasingly opting for eco-friendly detergents and recyclable packaging. This trend is particularly pronounced among younger generations, such as millennials and Gen Z, who prioritize brands that reflect their environmental values. Furthermore, urbanization is leading to a preference for concentrated and multi-purpose laundry solutions that maximize efficiency in smaller living spaces. As these shifts continue, industry stakeholders must adapt to evolving consumer preferences, potentially influencing product development, marketing strategies, and supply chain practices.

Local special circumstances: In the EU-27, the Laundry Care market is shaped by diverse regional factors, including stringent environmental regulations and varying cultural attitudes towards sustainability. Countries like Germany and Sweden lead in eco-conscious consumer behavior, fostering demand for biodegradable detergents and refillable packaging. Meanwhile, southern nations such as Italy and Spain show a strong preference for traditional washing methods, influencing product formulations. Additionally, urban density in cities like Paris and Amsterdam drives interest in compact, efficient laundry solutions, pushing brands to innovate and adapt to local consumption patterns.

Underlying macroeconomic factors: The Laundry Care market in the EU-27 is significantly influenced by macroeconomic factors, including rising disposable incomes, changing consumer spending patterns, and regulatory frameworks aimed at sustainability. Economic growth across member states promotes higher spending on premium and eco-friendly laundry products, while stringent environmental regulations bolster demand for sustainable formulations. Additionally, inflationary pressures can impact raw material costs, affecting pricing strategies. National fiscal policies that encourage green innovation and investment in clean technologies further stimulate market growth, aligning with the increasing consumer preference for environmentally responsible laundry 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.