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.
Market segmentation
This market comprises several segments and thus products destined for different purposes. The laundry care category is by far the most profitable, and if in 2023 it accounted for nearly 103 billion U.S. dollars in revenue, this figure was projected to reach over 120 billion in 2029. The household cleaners segment is also a popular one, with nearly 40 billion U.S. dollars in revenues. Other categories include dishwashing products and polishes, room scents, and insecticides.
Key industry players
Many company names come to mind when thinking about this market, and some of them have become industry staples. Procter & Gamble is one of the industry leaders, with around 40.5 billion U.S. dollars in sales recorded in the United States in its fiscal year 2024. Some of its competitors include Unilever, and the Germany-based Henkel, both very popular also in the personal care market. Among the most popular global home care brands are OMO, Sunlight, Downy, Tide, and many others. In the United States, Ziploc and Dawn dominate the rankings, according to both female and male shoppers.
Competition in this market is quite fierce, as many companies keep on investing in research to provide innovative products and keep up with trends, all while consumers’ needs change. Sustainability, but also quality and affordability are currently some of the most sought-after attributes.
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