Home & Laundry Care - United States

The revenue generated in the Home & Laundry Care market in the United States amounted to US$32.17bn in 2024.
According to the projected Compound Annual Growth Rate (CAGR) for the period 2024-2029, the market is expected to grow annually by 2.51%.
The largest segment within this market is Laundry Care, which had a market volume of US$15.84bn in 2024.
When compared globally, United States stands out as the country generating the highest revenue in the Home & Laundry Care market, with US$32.17bn in 2024.
In terms of per capita revenues, this translates to US$94.12 per person in 2024.
Looking ahead to 2024, it is estimated that online sales will account for 43.8% of the total revenue in the Home & Laundry Care market.
The United States is experiencing a growing trend in eco-friendly home and laundry care products, driven by increasing consumer awareness and demand for sustainable options.

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 United States is experiencing mild growth, influenced by factors such as evolving consumer preferences for eco-friendly products, increased focus on hygiene, and the rising demand for convenient cleaning solutions.

Customer preferences: Consumers in the Home & Laundry Care market are increasingly prioritizing eco-friendly and sustainable products, reflecting a broader cultural shift towards environmental responsibility. This trend is particularly pronounced among younger demographics, who often favor brands that align with their values. Additionally, the rise in remote work has led to a heightened focus on home cleanliness and comfort, prompting demand for versatile cleaning solutions that cater to busy lifestyles. Furthermore, the pandemic has intensified the emphasis on hygiene, driving innovation in products that promote safety and cleanliness at home.

Trends in the market: In the United States, the Home & Laundry Care market is experiencing a surge in demand for eco-friendly and sustainable products, as consumers increasingly seek brands that reflect their environmental values. This trend is particularly strong among younger consumers, who prioritize sustainability in their purchasing decisions. Additionally, the rise of remote work has heightened the focus on home cleanliness, driving demand for multi-functional cleaning solutions that fit busy lifestyles. The pandemic has further amplified the importance of hygiene, fostering innovation in products that ensure safety and cleanliness within homes, presenting significant opportunities for industry stakeholders.

Local special circumstances: In the United States, the Home & Laundry Care market is shaped by diverse regional preferences and environmental regulations that influence consumer choices. The West Coast, for example, exhibits a strong inclination towards zero-waste products, driven by cultural values emphasizing sustainability. Meanwhile, the Northeast's stringent regulations on chemical usage in cleaning products promote the demand for safer, eco-friendly alternatives. Additionally, the rise of e-commerce has transformed how consumers access these products, enabling tailored marketing strategies that resonate with local values and lifestyles.

Underlying macroeconomic factors: The Home & Laundry Care market in the United States is significantly influenced by macroeconomic factors, including consumer spending trends, inflation rates, and shifts in disposable income. As the economy strengthens, households tend to invest more in premium and eco-friendly products, reflecting a growing awareness of sustainability. Conversely, economic downturns may lead to a preference for cost-effective alternatives. Additionally, fiscal policies that encourage green initiatives and tax incentives for sustainable manufacturing are fostering innovation in product development. Global supply chain disruptions also impact product availability and pricing, further shaping consumer choices in this evolving 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.