Home & Laundry Care - Southern Europe

In 2024, the revenue in the Home & Laundry Care market in Southern Europe amounts to US$12.16bn.
This market is expected to grow annually by 1.51% (CAGR 2024-2029).
The largest segment within this market is the Laundry Care segment with a market volume of US$6.08bn in 2024.
In comparison to other countries around Worldwide, United States generates the most revenue with US$32bn in 2024.
When considering the total population, the per person revenue for Home & Laundry Care market in Southern Europe is US$51.40 in 2024.
Furthermore, it is projected that 12.5% of the total revenue in this market will be generated through online sales by 2024.
In Southern Europe, consumers in Spain are increasingly opting for eco-friendly and natural home and laundry care 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 Europe is witnessing mild growth, influenced by evolving consumer preferences for eco-friendly products, increased focus on hygiene, and innovative cleaning solutions that cater to modern lifestyles.

Customer preferences: Consumers in Southern Europe are increasingly prioritizing sustainability and eco-friendliness in their Home & Laundry Care choices, leading to a heightened demand for biodegradable and plant-based cleaning products. Additionally, the rise of smaller households and urban living is driving interest in compact, multifunctional cleaning solutions that save space and time. Furthermore, cultural shifts towards wellness and hygiene post-pandemic have heightened awareness of sanitation, fostering a preference for products that promise superior cleanliness and safety in everyday environments.

Trends in the market: In Southern Europe, the Home & Laundry Care market is experiencing a significant shift towards sustainability, with consumers increasingly favoring biodegradable and plant-based cleaning products. This trend reflects a broader societal push for eco-friendly practices and products, driven by heightened environmental awareness. Additionally, the rise of smaller households and urban living is fueling demand for compact, multifunctional cleaning solutions that optimize space and efficiency. The post-pandemic focus on wellness and hygiene is reinforcing preferences for products that ensure superior sanitation, presenting opportunities for brands to innovate and differentiate themselves in a competitive landscape.

Local special circumstances: In Southern Europe, the Home & Laundry Care market is shaped by a rich cultural emphasis on sustainability and traditional cleaning methods, influencing consumer preferences towards environmentally friendly products. Regulatory frameworks in countries like Spain and Italy promote the use of eco-labels, encouraging brands to innovate with greener formulations. Additionally, the region's warm climate necessitates effective hygiene solutions, driving demand for products that offer superior cleaning power. Local customs, such as the importance of family gatherings, also fuel interest in multifunctional products that cater to both cleanliness and convenience.

Underlying macroeconomic factors: The Home & Laundry Care market in Southern Europe is significantly influenced by macroeconomic factors such as economic stability, consumer spending patterns, and sustainability trends. The region's recovery from economic downturns has bolstered disposable incomes, allowing consumers to invest in premium, eco-friendly products. Additionally, government fiscal policies promoting green initiatives, coupled with rising energy costs, encourage households to seek efficient cleaning solutions. Global trends towards sustainability and health consciousness also drive innovation in product formulations. Furthermore, fluctuations in raw material costs can impact pricing strategies, influencing consumer purchasing decisions in this competitive 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.