Home & Laundry Care - Northern Europe

In 2024, the Home & Laundry Care market in Northern Europe is projected to generate a revenue of US$1.78bn.
This market is expected to experience an annual growth rate of 2.26% (CAGR 2024-2029).
The largest segment within this market is Laundry Care, with a market volume of US$881.80m in 2024.
When compared to other countries globally, United States leads in terms of revenue generation, with an estimated revenue of US$32bn in 2024.
Taking into consideration the total population figures, the per person revenue in Northern Europe is expected to reach US$52.42 in 2024.
As for online sales, it is anticipated that 11.2% of the total revenue in the Home & Laundry Care market will be generated through online channels by 2024.
In Northern Europe, the demand for eco-friendly and sustainable home and laundry care products is on the rise.

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 Northern Europe is experiencing mild growth, influenced by factors such as evolving consumer preferences for eco-friendly products, increased focus on hygiene, and the convenience of multifunctional cleaning solutions that cater to busy lifestyles.

Customer preferences: Consumers in Northern Europe are increasingly prioritizing sustainable and eco-friendly home care products, reflecting a growing awareness of environmental issues. This shift is further fueled by demographic changes, such as the rise of younger, environmentally-conscious consumers who value brands with transparent sourcing and minimal packaging. Additionally, the trend toward multifunctional cleaning solutions highlights a demand for efficiency, catering to busy households seeking effective yet simple products that align with their fast-paced lifestyles and focus on hygiene.

Trends in the market: In Northern Europe, the Home & Laundry Care market is experiencing a significant shift towards sustainable and eco-friendly products, driven by heightened consumer awareness of environmental issues. This trend is amplified by a demographic surge of younger, eco-conscious consumers who prioritize brands committed to transparent sourcing and minimal packaging. Additionally, there is an increasing demand for multifunctional cleaning solutions that cater to the needs of busy households, balancing efficiency with effectiveness. This evolution presents both opportunities and challenges for industry stakeholders, necessitating innovation and adaptability to align with consumer expectations in sustainability and convenience.

Local special circumstances: In Northern Europe, the Home & Laundry Care market is uniquely influenced by stringent environmental regulations and a strong cultural emphasis on sustainability. Countries like Sweden and Denmark have implemented policies promoting eco-friendly products, which steers consumer preferences towards brands that demonstrate environmental responsibility. Additionally, the region’s colder climate fosters a higher demand for effective cleaning solutions that can combat dampness and mold. The integration of innovative packaging solutions, such as refill stations and compostable materials, reflects local values of minimal waste, further shaping market dynamics.

Underlying macroeconomic factors: The Home & Laundry Care market in Northern Europe is significantly shaped by macroeconomic factors such as rising disposable incomes, increasing consumer awareness of sustainability, and robust environmental policies. Economic stability in countries like Sweden and Denmark fosters consumer confidence, leading to greater spending on eco-friendly products. Furthermore, the region's commitment to climate action and circular economy principles encourages innovation in product development and packaging. Global economic trends, such as the shift towards green technologies, also play a crucial role, as brands that align with these values are gaining competitive advantage, driving market growth amidst changing consumer 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.