Home & Laundry Care - North America

In 2024, the revenue in the Home & Laundry Care market in North America amounts to US$40.52bn.
It is projected that the market will experience an annual growth rate of 2.62% (CAGR 2024-2029).
The largest segment in this market is Laundry Care, with a market volume of US$20.48bn in 2024.
When compared to other countries worldwide, United States generates the highest revenue, reaching US$32bn in 2024.
In terms of per capita revenue, each person in North America generates US$79.41 in 2024.
Furthermore, it is expected that 37.0% of the total revenue in the Home & Laundry Care market will be generated through online sales by 2024.
In the United States, the trend towards eco-friendly and natural home and laundry care products is steadily increasing.

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 North America is witnessing mild growth, influenced by factors such as evolving consumer preferences for eco-friendly products, the rise of online shopping, and heightened focus on cleanliness and hygiene in households.

Customer preferences: Consumers in North America are increasingly prioritizing sustainable and eco-friendly home care products, reflecting a growing awareness of environmental issues. This shift is particularly pronounced among younger demographics who favor brands that align with their values of sustainability and social responsibility. Additionally, the rise of remote work has intensified the focus on home cleanliness, prompting demand for effective and convenient cleaning solutions. As families spend more time at home, there is a heightened interest in products that ensure hygiene and promote a healthier living environment.

Trends in the market: In North America, the Home & Laundry Care Market is experiencing a surge in demand for sustainable cleaning products, as consumers increasingly seek eco-friendly options that align with their values. This trend is particularly strong among millennials and Gen Z, who prioritize brands demonstrating social responsibility. Additionally, the rise of remote work has heightened the focus on home cleanliness, leading to increased interest in convenient and effective cleaning solutions. As families spend more time indoors, the emphasis on hygiene and healthier living environments is reshaping product offerings and marketing strategies for industry stakeholders.

Local special circumstances: In North America, the Home & Laundry Care Market is influenced by diverse geographical and cultural factors that shape consumer preferences. The region's vast urban landscapes promote a demand for efficient cleaning solutions tailored to smaller living spaces. Additionally, cultural values emphasize environmental stewardship, driving interest in biodegradable and non-toxic products. Regulatory initiatives, like stricter chemical safety laws, further push manufacturers to innovate toward greener formulations. These unique local circumstances create a dynamic market landscape, where convenience and sustainability are paramount for consumers.

Underlying macroeconomic factors: The Home & Laundry Care market in North America is shaped by several macroeconomic factors, including consumer spending trends, economic stability, and inflation rates. As disposable incomes rise, consumers are more willing to invest in premium cleaning products that offer convenience and sustainability. Conversely, periods of economic uncertainty may lead to a shift toward budget-friendly options. Additionally, fiscal policies that promote green initiatives and environmental responsibility are encouraging manufacturers to develop innovative, eco-friendly products. Global supply chain dynamics also impact product availability and pricing, influencing consumer choices and overall market performance.

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.