Market Trends of Household Cleaners Industry
This section covers the major market trends shaping the Household Cleaners Market according to our research experts:
Demand for Organic Cleaning Products
Surface cleaners represent a steadily growing segment driven by improved household spending and consumers' emphasis on more hygienic lifestyles. Surfaces like glass, mirrored, stainless, and wood can now be cleaned with smart drop technologies specifically developed to preserve specialized characters. Liquid cleaners that are a suspension of solid abrasive particles in a thickened liquid matrix are now available in different formats, such as trigger sprays, aerosol cans, and pump-actuated bottles. Market players are also introducing innovative toilet, dishwashing, and surface cleaners in terms of packaging, quality, pricing, and fragrance. Consumers also prefer eco-friendly toilet care and dishwashing products with natural ingredients and refreshing scents. For instance, in December 2021, Unilever launched a new dishwashing liquid with 100% naturally derived ingredients. The product was more renewable, 99% biodegradable, and found in bottles made with 100& recyclable plastics. The company aimed to reduce carbon footprints and the dependency on fossil-based ingredients. In the study conducted by the CDC throughout the USA during the COVID-19 pandemic period, one-fourth of the participants reported one or the other problem related to the use of cleaners and disinfectants; the problem was related to skin, eye, nose, and sinus irritation, headache, nausea, and respiratory distress. This resulted in increased demand for organic cleaning products with no risk involved. This also impacts the import and export of washing and cleaning products in the regions.
North America Remains the Largest Market
The North American market is expected to experience considerable growth backed by the rising environmental concerns that are propelling the demand for safe and organic homecare products during the forecast period. The adoption of a healthier lifestyle, coupled with the increasing concern for hygiene, has been one of the key drivers for the household cleaners market in North American countries such as the United States and Canada over the past few years. The well-established real estate sector, household expenditure, and growth in housing units are some of the factors increasing the sales of household cleaners in the United States. Also, the increasing use of household cleaners such as surface deodorizers is expected to boost the demand for household cleaners in the region. Thus, manufacturers are introducing new fragrances such as citrus and natural deodorizers, and using fresheners as fragrances is a decisive factor of purchase in the market. For instance, in February 2022, SC Johnson Professional launched its Quaternary Disinfectant Cleaner in a new easy-to-measure, squeeze-and-pour bottle. The product cleans, disinfects, and deodorizes in one labor-saving step and the packaging format simplifies measuring for dilution in a bucket, automatic scrubber, or spray bottle. The leading market players are also leveraging online platforms optimally by selling their products through their websites as well as by listing the products on popular social media websites to improve their visibility and reachability in the region studied.
