Household cleaning products market size to grow by USD 14.84 billion from 2022 to 2027: A descriptive analysis of customer landscape, vendor assessment, and market dynamics - Technavio

NEW YORK, Dec. 20, 2022 /PRNewswire/ -- Technavio categorizes the global household cleaning products market as a part of the global housewares and specialties market within the global household durables market. The parent market, the global housewares, and the specialties market cover a variety of product categories, including cookware, bakeware, tableware, kitchen electrics, and kitchen tools and accessories. The global household cleaning products market size is estimated to increase by the household cleaning products market. The market's growth momentum will accelerate at a CAGR of 4.6%.

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Global Household cleaning products market - Customer Landscape
To help companies evaluate and develop growth strategies, the report outlines –

• Key purchase criteria
• Adoption rates
• Adoption lifecycle
• Drivers of price sensitivity

Global Household cleaning products market – Vendor Analysis

Vendor Offerings -

• Church & Dwight Co. Inc. -The company offers a wide range of home care products through multiple brands, such as arm and hammer, clumpand and seal, clear balance, felinepine, KABOOM, orange GLO, scrub free, and clean shower.
• Colgate-Palmolive Co. - The company offers a wide range of home care products through multiple brands such as brite, suavitel, murphy, Palmolive, ajax, fleecy, Pinho sol, axion, cuddly, sta-soft, soupline, and fluffy.
• Henkel AG & Co. KGaA - The company offers heavy-duty and specialty detergents, laundry additives, dishwashing products, hard surface and WC cleaners, air fresheners, and insect control products.
• Kao Corp. - The company offers a wide range of household cleaning products which includes cleaning products for clothes, kitchens, and general home care, fabric softeners, and paper cleaning products.
• Unilever Group - The company offers fabric cleaning products, home cleaning products, and air and water purification products. The company offers a wide range of home care products through multiple brands such as cif, DAY2, domestic, OMO, surf, and sun

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Vendor landscape -

The global household cleaning products market is significantly competitive and moderately concentrated, with the presence of a few global and several regional or domestic players that offer an array of household wipes for household and commercial purposes. Some of the prominent vendors operating in the global household wipes market include Bombril SA, Church and Dwight Co. Inc., Dropps, Godrej Consumer Products Ltd., Henkel AG, and Co. KGaA, Kao Corp., Kimberly-Clark Corp., McBride Plc, Reckitt Benckiser Group Plc, RSPL Ltd., S. C. Johnson and Son Inc., Saraya Goodmaid Sdn. Bhd., Seventh Generation Inc., The Clorox Co., The Procter and Gamble Co., Unilever Group, Venus Laboratories Inc., Wipro Ltd., 3M Inc.,

Players differentiate their products based on quality, packaging, pricing, and portfolio. They focus on business expansion and product innovation to increase their profit margins and market share. They adopt several competitive strategies to maintain their position in the market.

Global Household Cleaning Products Market - Segmentation Assessment

Segment Overview
Technavio has segmented the market based on Product (Surface cleaners, Dishwashing products, Toilet cleaners, and Other cleaning agents), Distribution Channel (Offline and Online), and Geography (APAC, North America, Europe, South America, and Middle East and Africa). 

• The surface cleaners segment will contribute significantly to the growth of the global market during the forecast period. The changing lifestyle of consumers has favorably impacted the sales of surface cleaners. Consumers have changed their usage patterns for surface cleaners, and these products witness daily usage by most consumers in regions such as APAC. The increasing per capita consumption in developing regions such as South America and APAC is the major driver for this product segment. 

Geography Overview
By geography, the global household cleaning products market is segmented into APAC, North America, Europe, South America, and Middle East and Africa. The report provides actionable insights and estimates the contribution of all regions to the growth of the global household cleaning products market.

• APAC is estimated to account for 30% of the growth of the global market during the forecast period. China, Japan, and India are the three major countries in this region. The growing middle-class population, along with its increasing disposable income, is driving the market. Almost one and a half billion people are expected to enter the middle-income class (C and C-/D+ class) in the next 20 years (until 2035). The growth in the middle-class population will result in an increase in the household's final consumption of various products, including home care products at large.

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Global Household Cleaning Products Market – Market Dynamics

Leading Drivers - Product innovation and portfolio extension are key factors driving the global household cleaning products market growth. To sustain the intensely competitive market, where consumers have an ample number of choices available at various price points, vendors are coming up with new product formulations and subsequent launches. Product innovation and technological advancements play a significant role in the growth of the household cleaning products market.

Key Trends - The growing demand for premium products will fuel the global household cleaning products market growth. Convenience, better packaging, and aesthetic appeal are key attributes of premium household cleaning product brands. Most consumers in these countries are well-informed about the various cleaning products available in the market and look for better performance and high-quality products. Vendors incentivize this to increase their profit margins by charging premium prices for these products, which, in turn, can positively influence growth in this market during the forecast period. 

Major challenges - The need to balance production cost, price, and quality of products is a major challenge to the global household cleaning products market growth. As the market is growing globally, manufacturers are trying to introduce newer products in the home care category to gain a competitive advantage. However, manufacturers find it challenging to improve and enhance their production processes while complying with the labeling, packaging, and quality standards for finished products.

Drivers, Trends, and challenges have an impact on market dynamics, which can impact businesses. Find more insights in a sample report!

What are the key data covered in this Household Cleaning Products Market report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the household cleaning products market between 2023 and 2027
• Precise estimation of the household cleaning products market size and its contribution to the market in focus on the parent market
• Accurate predictions about upcoming trends and changes in consumer behavior
• Growth of the household cleaning products industry across APAC, North America, Europe, South America, and Middle East and Africa
• A thorough analysis of the market's competitive landscape and detailed information about vendors
• Comprehensive analysis of factors that will challenge the growth of household cleaning products market vendors

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Table of Contents:

1 Executive Summary

• 1.1 Market Overview
• Exhibit 01: Executive Summary – Chart on Market Overview
• Exhibit 02: Executive Summary – Data Table on Market Overview
• Exhibit 03: Executive Summary – Chart on Global Market Characteristics
• Exhibit 04: Executive Summary – Chart on Market by Geography
• Exhibit 05: Executive Summary – Chart on Market Segmentation by Product
• Exhibit 06: Executive Summary – Chart on Market Segmentation by Distribution Channel
• Exhibit 07: Executive Summary – Chart on Incremental Growth
• Exhibit 08: Executive Summary – Data Table on Incremental Growth
• Exhibit 09: Executive Summary – Chart on Vendor Market Positioning

2 Market Landscape

• 2.1 Market ecosystem
• Exhibit 10: Parent market
• Exhibit 11: Market Characteristics

3 Market Sizing

• 3.1 Market Definition
• Exhibit 12: Offerings of vendors included in the market definition

• 3.2 Market segment analysis 
• Exhibit 13: Market segments

• 3.3 Market size 2022

• 3.4 Market outlook: Forecast for 2022-2027 
• Exhibit 14: Chart on Global - Market size and forecast 2022-2027 ($ billion)
• Exhibit 15: Data Table on Global - Market size and forecast 2022-2027 ($ billion)
• Exhibit 16: Chart on Global Market: Year-over-year growth 2022-2027 (%)
• Exhibit 17: Data Table on Global Market: Year-over-year growth 2022-2027 (%)

4 Historic Market Size

• 4.1 Global household cleaning products market 2017 - 2021 
• Exhibit 18: Historic Market Size – Data Table on Global household cleaning products market 2017 - 2021 ($ billion)

• 4.2 Product Segment Analysis 2017 - 2021 
• Exhibit 19: Historic Market Size – Product Segment 2017 - 2021 ($ billion)

• 4.3 Distribution Channel Segment Analysis 2017 - 2021 
• Exhibit 20: Historic Market Size – Distribution Channel Segment 2017 - 2021 ($ billion)

• 4.4 By Geography Segment Analysis 2017 - 2021 
• Exhibit 21: Historic Market Size – By Geography Segment 2017 - 2021 ($ billion)

• 4.5 Country Segment Analysis 2017 - 2021 
• Exhibit 22: Historic Market Size – Country Segment 2017 - 2021 ($ billion)

5 Five Forces Analysis

• 5.1 Five forces summary
• Exhibit 23: Five forces analysis - Comparison between2022 and 2027

• 5.2 Bargaining power of buyers 
• Exhibit 24: Chart on Bargaining power of buyers – Impact of key factors 2022 and 2027

• 5.3 Bargaining power of suppliers 
• Exhibit 25: Bargaining power of suppliers – Impact of key factors in 2022 and 2027

• 5.4 Threat of new entrants 
• Exhibit 26: Threat of new entrants – Impact of key factors in 2022 and 2027

• 5.5 Threat of substitutes 
• Exhibit 27: Threat of substitutes – Impact of key factors in 2022 and 2027

• 5.6 Threat of rivalry
• Exhibit 28: Threat of rivalry – Impact of key factors in 2022 and 2027

• 5.7 Market condition
• Exhibit 29: Chart on Market condition - Five forces 2022 and 2027

6 Market Segmentation by Product

• 6.1 Market segments
• Exhibit 30: Chart on Product - Market share 2022-2027 (%)
• Exhibit 31: Data Table on Product - Market share 2022-2027 (%)

• 6.2 Comparison by Product 
• Exhibit 32: Chart on Comparison by Product
• Exhibit 33: Data Table on Comparison by Product

• 6.3 Surface cleaners - Market size and forecast 2022-2027 
• Exhibit 34: Chart on Surface cleaners - Market size and forecast 2022-2027 ($ billion)
• Exhibit 35: Data Table on Surface cleaners - Market size and forecast 2022-2027 ($ billion)
• Exhibit 36: Chart on Surface cleaners - Year-over-year growth 2022-2027 (%)
• Exhibit 37: Data Table on Surface cleaners - Year-over-year growth 2022-2027 (%)

• 6.4 Dishwashing products - Market size and forecast 2022-2027 
• Exhibit 38: Chart on Dishwashing products - Market size and forecast 2022-2027 ($ billion)
• Exhibit 39: Data Table on Dishwashing products - Market size and forecast 2022-2027 ($ billion)
• Exhibit 40: Chart on Dishwashing products - Year-over-year growth 2022-2027 (%)
• Exhibit 41: Data Table on Dishwashing products - Year-over-year growth 2022-2027 (%)

• 6.5 Toilet cleaners - Market size and forecast 2022-2027 
• Exhibit 42: Chart on Toilet cleaners - Market size and forecast 2022-2027 ($ billion)
• Exhibit 43: Data Table on Toilet cleaners - Market size and forecast 2022-2027 ($ billion)
• Exhibit 44: Chart on Toilet cleaners - Year-over-year growth 2022-2027 (%)
• Exhibit 45: Data Table on Toilet cleaners - Year-over-year growth 2022-2027 (%)

• 6.6 Other cleaning agents - Market size and forecast 2022-2027 
• Exhibit 46: Chart on Other cleaning agents - Market size and forecast 2022-2027 ($ billion)
• Exhibit 47: Data Table on Other cleaning agents - Market size and forecast 2022-2027 ($ billion)
• Exhibit 48: Chart on Other cleaning agents - Year-over-year growth 2022-2027 (%)
• Exhibit 49: Data Table on Other cleaning agents - Year-over-year growth 2022-2027 (%)

• 6.7 Market opportunity by Product 
• Exhibit 50: Market opportunity by Product ($ billion)

7 Market Segmentation by Distribution Channel

• 7.1 Market segments
• Exhibit 51: Chart on Distribution Channel - Market share 2022-2027 (%)
• Exhibit 52: Data Table on Distribution Channel - Market share 2022-2027 (%)

• 7.2 Comparison by Distribution Channel 
• Exhibit 53: Chart on Comparison by Distribution Channel
• Exhibit 54: Data Table on Comparison by Distribution Channel

• 7.3 Offline - Market size and forecast 2022-2027 
• Exhibit 55: Chart on Offline - Market size and forecast 2022-2027 ($ billion)
• Exhibit 56: Data Table on Offline - Market size and forecast 2022-2027 ($ billion)
• Exhibit 57: Chart on Offline - Year-over-year growth 2022-2027 (%)
• Exhibit 58: Data Table on Offline - Year-over-year growth 2022-2027 (%)

• 7.4 Online - Market size and forecast 2022-2027 
• Exhibit 59: Chart on Online - Market size and forecast 2022-2027 ($ billion)
• Exhibit 60: Data Table on Online - Market size and forecast 2022-2027 ($ billion)
• Exhibit 61: Chart on Online - Year-over-year growth 2022-2027 (%)
• Exhibit 62: Data Table on Online - Year-over-year growth 2022-2027 (%)

• 7.5 Market opportunity by Distribution Channel 
• Exhibit 63: Market opportunity by Distribution Channel ($ billion)

8 Customer Landscape

• 8.1 Customer landscape overview 
• Exhibit 64: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

9 Geographic Landscape

• 9.1 Geographic segmentation 
• Exhibit 65: Chart on Market share by geography 2022-2027 (%)
• Exhibit 66: Data Table on Market share by geography 2022-2027 (%)

• 9.2 Geographic comparison 
• Exhibit 67: Chart on Geographic comparison
• Exhibit 68: Data Table on Geographic comparison

• 9.3 APAC - Market size and forecast 2022-2027 
• Exhibit 69: Chart on APAC - Market size and forecast 2022-2027 ($ billion)
• Exhibit 70: Data Table on APAC - Market size and forecast 2022-2027 ($ billion)
• Exhibit 71: Chart on APAC - Year-over-year growth 2022-2027 (%)
• Exhibit 72: Data Table on APAC - Year-over-year growth 2022-2027 (%)

• 9.4 North America - Market size and forecast 2022-2027 
• Exhibit 73: Chart on North America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 74: Data Table on North America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 75: Chart on North America - Year-over-year growth 2022-2027 (%)
• Exhibit 76: Data Table on North America - Year-over-year growth 2022-2027 (%)

• 9.5 Europe - Market size and forecast 2022-2027 
• Exhibit 77: Chart on Europe - Market size and forecast 2022-2027 ($ billion)
• Exhibit 78: Data Table on Europe - Market size and forecast 2022-2027 ($ billion)
• Exhibit 79: Chart on Europe - Year-over-year growth 2022-2027 (%)
• Exhibit 80: Data Table on Europe - Year-over-year growth 2022-2027 (%)

• 9.6 South America - Market size and forecast 2022-2027 
• Exhibit 81: Chart on South America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 82: Data Table on South America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 83: Chart on South America - Year-over-year growth 2022-2027 (%)
• Exhibit 84: Data Table on South America - Year-over-year growth 2022-2027 (%)

• 9.7 Middle East and Africa - Market size and forecast 2022-2027 
• Exhibit 85: Chart on Middle East and Africa - Market size and forecast 2022-2027 ($ billion)
• Exhibit 86: Data Table on Middle East and Africa - Market size and forecast 2022-2027 ($ billion)
• Exhibit 87: Chart on Middle East and Africa - Year-over-year growth 2022-2027 (%)
• Exhibit 88: Data Table on Middle East and Africa - Year-over-year growth 2022-2027 (%)

• 9.8 US - Market size and forecast 2022-2027 
• Exhibit 89: Chart on US - Market size and forecast 2022-2027 ($ billion)
• Exhibit 90: Data Table on US - Market size and forecast 2022-2027 ($ billion)
• Exhibit 91: Chart on US - Year-over-year growth 2022-2027 (%)
• Exhibit 92: Data Table on US - Year-over-year growth 2022-2027 (%)

• 9.9 China - Market size and forecast 2022-2027 
• Exhibit 93: Chart on China - Market size and forecast 2022-2027 ($ billion)
• Exhibit 94: Data Table on China - Market size and forecast 2022-2027 ($ billion)
• Exhibit 95: Chart on China - Year-over-year growth 2022-2027 (%)
• Exhibit 96: Data Table on China - Year-over-year growth 2022-2027 (%)

• 9.10 UK - Market size and forecast 2022-2027 
• Exhibit 97: Chart on UK - Market size and forecast 2022-2027 ($ billion)
• Exhibit 98: Data Table on UK - Market size and forecast 2022-2027 ($ billion)
• Exhibit 99: Chart on UK - Year-over-year growth 2022-2027 (%)
• Exhibit 100: Data Table on UK - Year-over-year growth 2022-2027 (%)

• 9.11 Japan - Market size and forecast 2022-2027 
• Exhibit 101: Chart on Japan - Market size and forecast 2022-2027 ($ billion)
• Exhibit 102: Data Table on Japan - Market size and forecast 2022-2027 ($ billion)
• Exhibit 103: Chart on Japan - Year-over-year growth 2022-2027 (%)
• Exhibit 104: Data Table on Japan - Year-over-year growth 2022-2027 (%)

• 9.12 France - Market size and forecast 2022-2027 
• Exhibit 105: Chart on France - Market size and forecast 2022-2027 ($ billion)
• Exhibit 106: Data Table on France - Market size and forecast 2022-2027 ($ billion)
• Exhibit 107: Chart on France - Year-over-year growth 2022-2027 (%)
• Exhibit 108: Data Table on France - Year-over-year growth 2022-2027 (%)

• 9.13 Market opportunity by geography 
• Exhibit 109: Market opportunity by geography ($ billion)

10 Drivers, Challenges, and Trends

• 10.1 Market drivers

• 10.2 Market challenges

• 10.3 Impact of drivers and challenges 
• Exhibit 110: Impact of drivers and challenges in 2022 and 2027

• 10.4 Market trends

11 Vendor Landscape

• 11.1 Overview

• 11.2 Vendor landscape
• Exhibit 111: Overview on Criticality of inputs and Factors of differentiation

• 11.3 Landscape disruption
• Exhibit 112: Overview on factors of disruption

• 11.4 Industry risks
• Exhibit 113: Impact of key risks on business

12 Vendor Analysis

• 12.1 Vendors covered
• Exhibit 114: Vendors covered

• 12.2 Market positioning of vendors 
• Exhibit 115: Matrix on vendor position and classification

• 12.3 Bombril SA
• Exhibit 116: Bombril SA - Overview
• Exhibit 117: Bombril SA - Product / Service
• Exhibit 118: Bombril SA - Key offerings

• 12.4 Church and Dwight Co. Inc 
• Exhibit 119: Church and Dwight Co. Inc - Overview
• Exhibit 120: Church and Dwight Co. Inc - Business segments
• Exhibit 121: Church and Dwight Co. Inc - Key news
• Exhibit 122: Church and Dwight Co. Inc - Key offerings
• Exhibit 123: Church and Dwight Co. Inc - Segment focus

• 12.5 Dropps
• Exhibit 124: Dropps - Overview
• Exhibit 125: Dropps - Product / Service
• Exhibit 126: Dropps - Key offerings

• 12.6 Godrej Group
• Exhibit 127: Godrej Group - Overview
• Exhibit 128: Godrej Group - Business segments
• Exhibit 129: Godrej Group - Key news
• Exhibit 130: Godrej Group - Key offerings
• Exhibit 131: Godrej Group - Segment focus

• 12.7 Henkel AG and Co. KGaA 
• Exhibit 132: Henkel AG and Co. KGaA - Overview
• Exhibit 133: Henkel AG and Co. KGaA - Business segments
• Exhibit 134: Henkel AG and Co. KGaA - Key news
• Exhibit 135: Henkel AG and Co. KGaA - Key offerings
• Exhibit 136: Henkel AG and Co. KGaA - Segment focus

• 12.8 Kao Corp.
• Exhibit 137: Kao Corp. - Overview
• Exhibit 138: Kao Corp. - Business segments
• Exhibit 139: Kao Corp. - Key offerings
• Exhibit 140: Kao Corp. - Segment focus

• 12.9 Kimberly Clark Corp.
• Exhibit 141: Kimberly Clark Corp. - Overview
• Exhibit 142: Kimberly Clark Corp. - Business segments
• Exhibit 143: Kimberly Clark Corp. - Key news
• Exhibit 144: Kimberly Clark Corp. - Key offerings
• Exhibit 145: Kimberly Clark Corp. - Segment focus

• 12.10 McBride Plc
• Exhibit 146: McBride Plc - Overview
• Exhibit 147: McBride Plc - Business segments
• Exhibit 148: McBride Plc - Key offerings
• Exhibit 149: McBride Plc - Segment focus

• 12.11 Reckitt Benckiser Group PLC 
• Exhibit 150: Reckitt Benckiser Group PLC - Overview
• Exhibit 151: Reckitt Benckiser Group PLC - Business segments
• Exhibit 152: Reckitt Benckiser Group PLC - Key offerings
• Exhibit 153: Reckitt Benckiser Group PLC - Segment focus

• 12.12 RSPL Ltd.
• Exhibit 154: RSPL Ltd. - Overview
• Exhibit 155: RSPL Ltd. - Product / Service
• Exhibit 156: RSPL Ltd. - Key offerings

• 12.13 S.C. Johnson and Son Inc. 
• Exhibit 157: S.C. Johnson and Son Inc. - Overview
• Exhibit 158: S.C. Johnson and Son Inc. - Product / Service
• Exhibit 159: S.C. Johnson and Son Inc. - Key offerings

• 12.14 Saraya Goodmaid Sdn. Bhd. 
• Exhibit 160: Saraya Goodmaid Sdn. Bhd. - Overview
• Exhibit 161: Saraya Goodmaid Sdn. Bhd. - Product / Service
• Exhibit 162: Saraya Goodmaid Sdn. Bhd. - Key offerings

• 12.15 The Clorox Co.
• Exhibit 163: The Clorox Co. - Overview
• Exhibit 164: The Clorox Co. - Business segments
• Exhibit 165: The Clorox Co. - Key offerings
• Exhibit 166: The Clorox Co. - Segment focus

• 12.16 The Procter and Gamble Co. 
• Exhibit 167: The Procter and Gamble Co. - Overview
• Exhibit 168: The Procter and Gamble Co. - Product / Service
• Exhibit 169: The Procter and Gamble Co. - Key news
• Exhibit 170: The Procter and Gamble Co. - Key offerings

• 12.17 Zep Inc.
• Exhibit 171: Zep Inc. - Overview
• Exhibit 172: Zep Inc. - Product / Service
• Exhibit 173: Zep Inc. - Key offerings

13 Appendix

• 13.1 Scope of the report

• 13.2 Inclusions and exclusions checklist 
• Exhibit 174: Inclusions checklist
• Exhibit 175: Exclusions checklist

• 13.3 Currency conversion rates for US$ 
• Exhibit 176: Currency conversion rates for US$

• 13.4 Research methodology
• Exhibit 177: Research methodology
• Exhibit 178: Validation techniques employed for market sizing
• Exhibit 179: Information sources

• 13.5 List of abbreviations 
• Exhibit 180: List of abbreviations

Technavio is a leading global technology research and advisory company. Their research and analysis focus on emerging market trends and provide actionable insights to help businesses identify market opportunities and develop effective strategies to optimize their market positions. With over 500 specialized analysts, Technavio's report library consists of more than 17,000 reports and counting, covering 800 technologies, spanning 50 countries. Their client base consists of enterprises of all sizes, including more than 100 Fortune 500 companies. This growing client base relies on Technavio's comprehensive coverage, extensive research, and actionable market insights to identify opportunities in existing and potential markets and assess their competitive positions within changing market scenarios.

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