Home & Laundry Care - NAFTA | Statista Market Forecast

The revenue generated in the Home & Laundry Care market in NAFTA is projected to reach US$40.52bn in 2024.
The market is expected to experience an annual growth rate of 2.62% (CAGR 2024-2029).
The largest segment within the market is the Laundry Care segment, which is estimated to have a market volume of US$20.48bn in 2024.
When comparing the market's revenue on a global scale, United States stands out as the country generating the highest revenue with US$32bn in 2024.
In terms of per capita revenue, each person in NAFTA is projected to generate US$79.41 in 2024.
With regards to sales channels, it is estimated that 37.0% of the total revenue in the Home & Laundry Care market will be generated through online sales by 2024.
In the NAFTA region, the home & laundry care market is experiencing a surge in demand for eco-friendly and sustainable products.

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 NAFTA is witnessing mild growth, influenced by trends like eco-friendly product demand, increased consumer focus on hygiene, and innovative cleaning solutions that enhance convenience and effectiveness in daily chores.

Customer preferences: In the Home & Laundry Care market within NAFTA, consumers are gravitating towards products that emphasize sustainability and multifunctionality, reflecting a growing environmental consciousness. The rise of eco-friendly formulations, biodegradable packaging, and refillable options is reshaping purchasing decisions. Additionally, younger demographics, influenced by urban lifestyles, prefer compact and efficient cleaning tools that save time and space, while the emphasis on health has led to increased demand for antibacterial and allergen-reducing products, catering to the heightened focus on hygiene.

Trends in the market: In the NAFTA region, the Home & Laundry Care market is experiencing a notable shift towards sustainable and multifunctional products, driven by heightened consumer awareness of environmental issues. The demand for eco-friendly formulations and biodegradable packaging is on the rise, prompting brands to innovate and adapt. Additionally, younger consumers are seeking compact, efficient cleaning solutions that align with their urban lifestyles. This focus on health and hygiene has led to a surge in popularity for antibacterial and allergen-reducing products, compelling industry stakeholders to prioritize these attributes in their offerings to stay competitive and meet evolving consumer expectations.

Local special circumstances: In the NAFTA region, the Home & Laundry Care market is shaped by distinct local factors, including diverse climatic conditions and cultural cleaning practices. For instance, in Canada, harsh winters drive demand for effective stain removers and fabric care products that withstand cold weather. In Mexico, traditional cleaning methods emphasize natural ingredients, prompting brands to incorporate herbal extracts. Regulatory standards, particularly in the U.S., emphasize safety and environmental impact, leading to stricter guidelines for product formulations and packaging, ultimately influencing consumer choices and market dynamics.

Underlying macroeconomic factors: The Home & Laundry Care market in the NAFTA region is influenced by various macroeconomic factors, including consumer spending patterns, economic growth, and inflation rates. In the U.S., a robust economy and rising disposable incomes encourage consumers to invest in premium cleaning products, driving market expansion. Conversely, economic uncertainties in Mexico can lead to a preference for cost-effective, traditional cleaning solutions. Additionally, fiscal policies promoting sustainability and environmental responsibility are reshaping product offerings, as brands adapt to consumer demand for eco-friendly options. Global supply chain dynamics also affect product availability and pricing, impacting market competitiveness.

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.