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The revenue generated in the Home & Laundry Care market in the world is expected to reach US$200.00bn in 2024.
It is projected to grow annually by 3.18% (CAGR 2024-2029).
Among the market segments, the largest one is the Laundry Care segment, with a market volume of US$106.40bn 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 total population figures, per person revenues of US$25.81 are generated in the Home & Laundry Care market in 2024.
Furthermore, online sales are expected to contribute 23.9% of the total revenue in the Home & Laundry Care market by 2024.
In the worldwide home & laundry care market, the United States continues to lead with its high demand for eco-friendly and sustainable cleaning 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 is experiencing mild growth globally, influenced by factors such as heightened consumer awareness of hygiene, innovation in cleaning products, and the rising demand for eco-friendly solutions, which are reshaping purchasing behaviors.

Customer preferences: Consumers are increasingly prioritizing sustainable and eco-friendly products in the Home & Laundry Care market, leading to a rise in demand for biodegradable detergents and packaging. Additionally, the trend towards minimalism is prompting individuals to seek multifunctional cleaning solutions that simplify their routines. Cultural shifts emphasizing wellness and cleanliness are influencing purchasing decisions, while younger demographics are more inclined to buy products that align with their values, such as cruelty-free and vegan options, reflecting a broader commitment to environmental responsibility.

Trends in the market: In the Home & Laundry Care market, a notable trend is the increasing consumer preference for sustainable and eco-friendly products, driving demand for biodegradable detergents and recyclable packaging solutions. In regions like North America and Europe, there is a significant shift towards multifunctional cleaning products that cater to minimalist lifestyles, allowing consumers to streamline their routines. Additionally, cultural movements emphasizing wellness and cleanliness are influencing purchasing behavior, particularly among younger demographics who favor cruelty-free and vegan options. This evolution is prompting industry stakeholders to innovate and adapt, ensuring their offerings align with consumer values and environmental commitments.

Local special circumstances: In Japan, the Home & Laundry Care market is shaped by a deep-rooted cultural emphasis on cleanliness and orderliness, driving demand for high-quality, effective cleaning products. The aging population seeks products that are easy to use and safe for individuals with sensitivities, leading to a rise in hypoallergenic and gentle formulations. In contrast, in South Africa, the market is influenced by economic factors, with a significant portion of consumers prioritizing affordability. This drives demand for bulk purchases and value-for-money products, shaping the competitive landscape.

Underlying macroeconomic factors: The Home & Laundry Care market is significantly influenced by macroeconomic factors such as consumer spending trends, inflation rates, and employment levels. In countries with robust economic growth and rising disposable incomes, there is a marked increase in demand for premium cleaning products that emphasize quality and environmental sustainability. Conversely, in regions facing economic challenges, consumers often prioritize cost-effectiveness, leading to a surge in demand for budget-friendly options and bulk purchasing. Additionally, global supply chain disruptions and fluctuating raw material costs can impact product availability and pricing strategies, shaping the competitive landscape across markets.

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.