Household Essentials

Revenue in the Household Essentials Market is projected to reach US$756.60m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 16.45%, resulting in a projected market volume of US$1.62bn by 2029.
With a projected market volume of US$50.69bn in 2024, most revenue is generated China.
In the Household Essentials Market, the number of users is expected to amount to 5.8m users by 2029.
User penetration will be 5.6% in 2024 and is expected to hit 5.9% by 2029.
The average revenue per user (ARPU) is expected to amount to US$181.40.

Definition:

The eCommerce Household Essentials market refers to the buying and selling of household products through online platforms. This market includes a wide range of products such as cleaning supplies, polishes, insecticides, laundry items and detergents. Consumers can conveniently purchase these products from various online retailers and marketplaces, eliminating the need to visit physical stores. The eCommerce Household Essentials market allows consumers to browse and compare different products, read online reviews, and make purchases from the comfort of their own homes.

Structure:

The market consists out of two markets:

The Home & Laundry Care market includes digital sales of products such as detergents, fabric softeners, stain removers, household cleaning products, and air fresheners, among others.
The Tissue & Hygiene Paper market consists of various paper and tissue products that are used for personal hygiene, such as toilet paper, facial tissues, paper towels, napkins, sanitary pads, and diapers, among others.

Additional information:

eCommerce Household Essentials comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends, and industry knowledge. Sales Channels show online and offline revenue shares, as well as, desktop and mobile sales distribution. Revenues are including VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B, and reCommerce are not included.

Key players in the market are companies, such as Procter & Gamble, Unilever, and Henkel.

Market numbers for the total market sizes (online + offline) can also be found on the respective pages of the Consumer Market Insights.

Digital sales of home and laundry care products, such as laundry detergents, household cleaners, dishwashing detergents, specialty products (polishes, room scents, household insecticides) and cleaning products for private consumers (B2C)
Digital sales of tissue paper (toilet papers, tissues, paper towels, kitchen rolls and napkins), hygiene paper (feminine hygiene products, baby diapers and incontinence products) and face masks

Offline revenues, such as sales in physical retail stores and supermarkets
Cleaning equipment (e.g., mops or cleaning cloths), cleaning services (laundry services, house cleaning) and professional products for bulk consumers (B2B)
Packaging paper made from tissue paper and other paper products

Data coverage:

Data refers to B2C enterprises. Figures are based on the sale of physical goods via a digital channel to a private end consumer. This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

Modeling approach / Market size:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Statista Global Consumer Survey), data on shopping behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g., user penetration, price/product). Furthermore, we use relevant key market indicators and data from country-specific associations such as GDP, consumer spending, internet penetration, and population. 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 particular market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, internet penetration, and population.

Additional Notes:

The market is updated twice per year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the Russia/Ukraine war is considered at a country-specific level.

This report presents a comprehensive analysis and additional information on the Ecommerce market, in a PDF format.