Report Overview

2023

Base Year

2018-2023

Historical Year

2024-2032

Forecast Year

Asia Pacific Household Care Market Outlook

The Asia Pacific household care market is being driven by the robust growth of the industry in India. In 2020, the India household care market attained a value of nearly USD 10 billion. The industry is expected to witness a further healthy growth within the country aiding the growth of the Asia Pacific market in the forecast period of 2024-2032.

Asia Pacific Household Care Market

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The Asia Pacific is one of the leading consumers within the global industry, along with North America and Europe. The Asia Pacific household care market is being driven by the robust demand from the laundry detergents segment. The region accounts for 50% of the global laundry detergents industry. Thus, the overall Asia Pacific market is expected to contribute to the projected 26% growth of the global laundry detergent market in the coming five years. The global laundry detergent market is expected to grow at a projected CAGR of 4.7% in the forecast period of 2024-2032.

Within the Asia Pacific region, China and India are the leading consumers of household care products. The two countries are also significant regional markets for laundry detergent within the Asia Pacific. China accounts for nearly 70% of the laundry detergent industry within the region. India, however, is projected to witness a healthy growth within the overall household care segment. Laundry care accounts for over half the household care market in India. The industry in India is being driven by the growing hygiene consciousness among the population aided by various government initiatives like the ‘Swachh Bharat Abhiyan.’ With key players in the industry promoting the government initiative, the industry is further expected to be propelled forward. The growing penetration of washing machines within the country is also furthering the industry growth. In 2017, the market size of washing appliances stood at nearly 5 million units and was estimated to have grown nearly 11% in the FY2018.

Market Segmentation

The term, ‘household care,’ refers to the maintenance of cleanliness and hygiene of household surfaces and products like toilets, kitchen surfaces, utensils, laundry, and other hard surfaces. The term can also include products that improve the aesthetics of household items like enhancing their shine, colour, or brightness, in addition to cleaning them. On the basis of product types, the industry can be divided into:

Asia Pacific Household Care Market By Segments

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  • Laundry Detergents
  • Laundry Additives
  • Dishwashing
  • Hard Surface Cleaners
  • Toilet Care 
  • Others

The report covers the regional markets like China, India, and Japan, among others.

Market Analysis

The Asia Pacific household care market is being aided by the robust growth of the industry within the emerging countries of the region. The growing economy of the countries in the Asia Pacific is expected to drive the industry growth. The economy of India, one of the major regional markets within the Asia Pacific, is projected to witness a 7.4% hike in FY2021. In FY18, the Indian economy grew by 6.7%, witnessing a rebound from the impact of the demonetization and GST implementation. The growth of the consumer durables sector and increased electrification in India is also aiding the growth of the household care industry in the country, with growing penetration of household products like washing machines.

The growing middle class and rapid urbanization is also aiding the Asia Pacific household care market growth. The middle and high-income classes in the region are especially driving the growth of the value-added product section. With people becoming increasingly health and hygiene conscious, they are seeking out products that are organic and free of harmful chemicals. Thus, the industry is being further propelled by the launch of natural and phosphate-free products by major players. The leading players are also exploiting the rapidly expanding e-commerce industry in the Asia Pacific to boost the sales of household care products. The rise in innovation and product diversification will further aid the industry growth in the region.

Asia Pacific Household Care Market By Region

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Competitive Landscape

July 2020- Reckitt Benckiser has launched multiple products in its premium segment in India like Woolite, its liquid detergent brand, and Harpic Platinum, a premium variation of its toilet cleaner brand, Harpic. The British FMCG company has further boosted its laundry care segment in India by re-launching its stain remover brand, Vanish, in the country.

The report gives a detailed analysis of the following key players in the Asia Pacific household care market, covering their market share, capacity, and latest developments like mergers, acquisitions, and investments, capacity expansions, and plant turnarounds:

  • Unilever
  • Reckitt Benckiser
  • Kao Corporation
  • The Procter & Gamble Company
  • Henkel AG & Co. KGaA
  • The Clorox Company
  • SC Johnson
  • Church & Dwight Co., Inc.
  • Colgate-Palmolive Company
  • Others

The comprehensive report by EMR looks into the macro and micro aspects of the Asia Pacific household care market. It gives an overview of the other regional markets like North America, Latin America, Europe, and the Middle East and Africa. The report assesses the industry based on the Porter’s Five Forces model. It also offers a SWOT as well as a value chain analysis.

Key Highlights of the Report

REPORT FEATURES DETAILS
Base Year 2023
Historical Period 2018-2023
Forecast Period 2024-2032
Scope of the Report

Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:

  • Products
  • Region
Breakup by Products
  • Laundry Detergents
  • Laundry Additives
  • Dishwashing
  • Hard Surface Cleaners
  • Toilet Care
  • Others
Breakup by Region
  • China
  • India
  • Japan
  • Others
Market Dynamics
  • SWOT Analysis
  • Porter's Five Forces Analysis
  • Key Indicators for Demand
  • Key Indicators for Price
Competitive Landscape
  • Market Structure
  • Company Profiles
    • Company Overview
    • Product Portfolio
    • Demographic Reach and Achievements
    • Certifications
Companies Covered
  • Unilever Plc
  • Reckitt Benckiser
  • Kao Corporation
  • The Procter & Gamble Company
  • Henkel AG & Co. KGaA
  • The Clorox Company
  • SC Johnson
  • Church & Dwight Co., Inc.
  • Colgate-Palmolive Company
  • Others
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Delivery Format Delivered as an attached PDF and Excel through email, with an option of receiving an editable PPT, according to the purchase option.

*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*

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Key Questions Answered in the Report

The Asia Pacific household care market is being driven by the India household care market which attained a value of nearly USD 10 billion in 2020.

The major drivers of the market include the rising demand for various household care products owing to the rising disposable incomes, increasing population, rapid urbanisation, growing economy of the countries, growth of the consumer durables sector and increased electrification in India.

The growing health consciousness, coupled with stringent government regulations are thekey trends guiding the growth of the industry.

The major regions in the industry are China, India, and Japan, among others.

Laundry detergents, laundry additives, dishwashing, hard surface cleaners, and toilet care, among others are the major product included in the market.

The major players in the industry are Unilever Plc, Reckitt Benckiser, Kao Corporation, The Procter & Gamble Company, Henkel AG & Co. KGaA, The Clorox Company, SC Johnson, Church & Dwight Co., Inc., and Colgate-Palmolive Company, among others.

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