Home & Laundry Care - Nordics | Statista Market Forecast

In 2024, the revenue in the Home & Laundry Care market in the Nordics amounts to US$1.49bn.
This market is projected to grow annually by 2.83% (CAGR 2024-2029).
The largest segment within this market is Laundry Care, with a market volume of US$714.90m in 2024.
When compared globally, United States generates the highest revenue in this market, with US$32bn in 2024.
In terms of per person revenues, US$53.08 is generated in the Nordics in 2024.
It is estimated that by 2024, 12.2% of the total revenue in the Home & Laundry Care market will be generated through online sales.
"The demand for eco-friendly and sustainable home and laundry care products is steadily increasing in the Nordics, driven by the region's strong commitment to environmental preservation."

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 the Nordics is witnessing mild growth, influenced by factors such as increasing environmental awareness, evolving consumer preferences for sustainable products, and the rising importance of hygiene and cleanliness in daily life.

Customer preferences: Consumers in the Nordics are increasingly prioritizing eco-friendly and biodegradable home and laundry care products, reflecting a strong cultural commitment to sustainability. This shift is fueled by a younger demographic that values transparency and ethical sourcing, often opting for brands that align with their environmental beliefs. Additionally, the growing trend of remote work has intensified the focus on home cleanliness, driving demand for effective yet sustainable cleaning solutions that enhance both hygiene and the overall home environment.

Trends in the market: In the Nordics, the Home & Laundry Care market is experiencing a surge in demand for eco-friendly and biodegradable products, driven by consumers' increasing commitment to sustainability. This trend is particularly pronounced among younger demographics who prioritize transparency and ethical sourcing, often gravitating towards brands that reflect their environmental values. Furthermore, the rise of remote work has led to heightened emphasis on home cleanliness, propelling the need for effective yet sustainable cleaning solutions. This shift presents significant implications for industry stakeholders, urging brands to innovate and adapt their product offerings to meet these evolving consumer preferences.

Local special circumstances: In the Nordics, the Home & Laundry Care market thrives amidst a strong cultural emphasis on sustainability, shaped by a deep-rooted appreciation for nature and environmental stewardship. Geographically, the region’s cold climate necessitates efficient cleaning solutions that combat indoor pollutants, while stringent regulations on chemical use push brands towards more eco-friendly formulations. Additionally, high consumer awareness regarding product ingredients fosters demand for transparency, prompting companies to align their offerings with local values and regulatory standards, thus differentiating the market from others globally.

Underlying macroeconomic factors: The Home & Laundry Care market in the Nordics is significantly influenced by macroeconomic factors such as rising consumer incomes, a robust focus on sustainability, and evolving regulatory frameworks. As disposable incomes increase, consumers are more willing to invest in premium and eco-friendly products, driving demand for innovative cleaning solutions. Additionally, national policies promoting green initiatives encourage companies to adopt sustainable practices, aligning their offerings with consumer expectations. Global economic trends, such as supply chain disruptions and shifts in raw material costs, also impact pricing and availability, compelling brands to balance quality with affordability while adhering to stringent environmental standards.

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.