Home & Laundry Care - Southern Asia

The revenue generated in the Home & Laundry Care market in Southern Asia is projected to reach US$13.44bn in 2024.
It is anticipated that the market will experience an annual growth rate of 4.53% (CAGR 2024-2029).
Among the various segments in the market, the largest segment is Laundry Care, which is estimated to have a market volume of US$8.52bn in 2024.
In terms of global comparison, United States generates the highest revenue in the Home & Laundry Care market, amounting to US$32bn in 2024.
When considering the population size, the per person revenues in Southern Asia are projected to be US$7.01 in 2024.
Furthermore, it is predicted that online sales will account for 3.3% of the total revenue in the Home & Laundry Care market by 2024.
In Southern Asia, the market for home & laundry care is experiencing a surge in demand for eco-friendly and natural 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 Southern Asia is witnessing mild growth, influenced by factors like urbanization, increasing disposable incomes, and a growing preference for eco-friendly products, despite competition from traditional cleaning methods and price sensitivity among consumers.

Customer preferences: Consumers in Southern Asia are increasingly prioritizing sustainable home and laundry care solutions, reflecting a growing awareness of environmental issues. This trend is particularly evident among younger, urban demographics who favor eco-friendly products that align with their lifestyle choices. Additionally, the rise of e-commerce platforms has made it easier for consumers to access a variety of cleaning products, enhancing their ability to make informed choices. The shift towards convenience and effectiveness is also notable, as busy lifestyles drive demand for multi-purpose and time-saving cleaning solutions.

Trends in the market: In Southern Asia, the Home & Laundry Care market is experiencing a significant shift towards sustainability, with consumers gravitating towards eco-friendly cleaning products that minimize environmental impact. This trend is particularly pronounced among younger, urban populations who are increasingly aware of their ecological footprint. The proliferation of e-commerce platforms is facilitating access to a diverse range of sustainable options, empowering consumers to make informed decisions. Additionally, the demand for convenient, multi-purpose cleaning solutions is growing as busy lifestyles necessitate efficiency, presenting opportunities for brands to innovate and cater to these evolving preferences.

Local special circumstances: In Southern Asia, the Home & Laundry Care market is shaped by diverse cultural practices and varying regulatory frameworks across countries. For instance, in India, traditional cleaning methods using natural ingredients, such as neem and turmeric, coexist with modern products, driving demand for herbal and organic cleaning solutions. Additionally, government regulations promoting eco-friendly packaging are influencing brand strategies. In contrast, urban centers in Bangladesh emphasize quick, effective cleaning products due to densely populated living conditions, highlighting the need for innovative, compact solutions that cater to local lifestyles.

Underlying macroeconomic factors: The Home & Laundry Care market in Southern Asia is significantly influenced by macroeconomic factors including rising disposable incomes, urbanization, and shifting consumer preferences towards convenience and sustainability. Economic growth in countries like India is fostering a middle class that increasingly prioritizes quality cleaning products. Additionally, government fiscal policies aimed at promoting green initiatives are encouraging manufacturers to innovate eco-friendly solutions. Global trends, such as the increasing focus on health and hygiene due to the pandemic, further drive demand for effective home care products, shaping competitive strategies within the market.

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.