Global Home Care Market Report and Forecast 2024-2032

Global Home Care Market Outlook

The global home care market size reached approximately USD 105.33 billion in 2023. The market is projected to grow at a CAGR of 3.5% between 2024 and 2032.

Key Takeaways

• Manufacturers are investing in research and development activities to launch improved formulations and expand their portfolio of home care solutions.

• Home care brands that offer transparency and clean labelling are gaining consumer trust and preference.

• Subscription services for regular deliveries of essential home care products are becoming more popular.

Home care products encompass a wide range of items designed to maintain cleanliness, hygiene, and overall upkeep of living spaces. These products are essential in daily household routines, ensuring environments are safe, sanitary, and pleasant for residents. The diversity of products available allows consumers to choose items that best fit their needs, preferences, and values, particularly as the market shifts towards more sustainable and innovative solutions.

The home care market growth is driven by the growing focus on hygiene and sanitation inside the house so that the family is free of any kind of infection or disease. Furthermore, the increasing population and the rising purchasing power of the middle class, particularly in emerging economies, are also supporting market growth. Home care products can also help to reduce hospitalisation and readmission rates and save the associated costs. The market is also expected to be driven by the growing research and development activities by manufacturers to reduce costs, improve the efficacy of the products, and launch innovative products.

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Key Trends and Developments

Eco-friendly and sustainable products; concentrated and multi-functional products; subscription and direct-to-consumer models; and increasing research and development activities to launch improved formulations are the major trends in the home care market

Home Care Market Trends

The trend towards concentrated formulas and multi-functional products in the market is driven by several factors. Concentrated products require less packaging material per use, contributing to waste reduction which aligns with growing consumer demand for sustainable and environmentally friendly products. Smaller, lighter products also result in more efficient transportation, as more units can be shipped in a single trip compared to their non-concentrated counterparts and this efficiency reduces the carbon footprint associated with distribution.

To meet the demand for green solutions, manufacturers in the home care market are also innovating their offerings and are conducting research and development activities. Dow's introduction of EcoSense™ 2470 Surfactant in September 2023 represents a significant effort towards providing customers with sustainable solutions. By introducing a product like EcoSense™ 2470 Surfactant, the company is not only expanding its product portfolio but also setting new standards as this move could encourage other companies to explore sustainable practices and technologies, leading to a broader shift towards environmentally responsible products.

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Market Segmentation

“Home Care Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:

The kitchen care segment is further divided by type into dishwash detergent, rinse aid, degreaser, oven and grill cleaner, and fresh produce wash, among others, whereas the household care segment is divided based on type into odour control, mattress cleaner, and carpet cleaner, among others.

The bathroom care segment is categorised by type into descaler, and bathroom cleaner, among others, whereas laundry care is segmented based on type into liquid laundry detergent, and stain remover, among others.

The household care segment occupies a major share of the home care market owing to the growing demand for enhancing the aesthetics and sanitation of houses

Based on product, the household care segment accounted for a significant share of the market and is likely to grow at a healthy rate in the forecast period. This can be attributed to the fact that proper home care enhances aesthetics and, at the same time, reduces the risk of infection due to poor sanitation, especially in remote areas. Thus, this helps to control the increasing rate of hospitalisation due to infections, which is driving the segment growth. Over the forecast period, the growing popularity of odour control products and carpet cleaners, owing to the rising standards of living and increasing disposable income, is anticipated to bolster market growth.

Meanwhile, the cost-effectiveness and efficiency of detergents and stain removers influence the laundry care market share. The laundry care segment is characterised by continuous innovation, with manufacturers regularly introducing new formulations, scents, and products that promise better cleaning, convenience, and fabric care. Innovations such as eco-friendly detergents, concentrated formulas, and products designed for specific types of fabrics or washing machines (like high-efficiency detergents) attract consumers seeking efficiency, sustainability, or improved performance, further influencing the home care market share.

Supermarkets and hypermarkets maintain their dominance in the market due to the availability of a range of products

On the basis of distribution channel, the supermarket and hypermarket segment accounts for a significant share of the home care market owing to the freedom of selection provided to the customers. The aggressive branding and promotion, along with strong advertising, is likely to catapult the demand for a wide range of bathroom cleaners, odour control products, and carpet cleaners, among others.

Over the forecast period, the rising trend of e-commerce is likely to impact the home care market positively, with online stores significantly contributing to product sales and market revenue. This can be attributed to the attractive discounts and the convenience of delivery provided by the major e-commerce platforms. The rapid digitalisation and the growing penetration of electronic devices in emerging nations are further expected to enhance the demand for home care products through e-commerce websites.

Competitive Landscape

The market players are introducing novel products and expanding their product portfolio to stay ahead in the competition

Other major players in the home care market are S.C. Johnson & Sons Inc., Natures Organics Pty Ltd, George Weston Foods Limited, and Saraya Goodmaid Sdn. Bhd., among others. The companies are continually innovating and developing new products to meet specific consumer needs, such as eco-friendly cleaning products, products with natural ingredients, and highly efficient and multifunctional home care solutions.

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Home Care Market Analysis by Region

Region-wise, North America accounts for a significant market share. This can be attributed to the high consumer purchasing power and rising living standards, which, in turn, are driving the demand for quality home care products in the region. With the COVID-19 outbreak, there has been a rise in demand from countries like the United States and Canada owing to the increasing focus on hygiene and sanitation at home to eradicate the risk of infections.

The Asia Pacific home care market is expected to witness a significant growth in the coming years. The Asia Pacific is experiencing rapid urbanisation, with a significant portion of its population moving to cities and urban lifestyles often lead to higher consumption of home care products due to factors like smaller living spaces requiring more frequent cleaning, higher disposable incomes, and greater awareness of health and hygiene standards. In many Asian countries, cleanliness and tidiness are highly valued, which further influences the regular use of a variety of home care products.

Key Highlights of the Report

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Home Care Market Report Snapshots

Home Care Market Size

Home Care Market Trends

Home Care Companies

Home Care Market Regional Analysis