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Home Care Market

Global Home Care Market Size, Share, Trends, Report, Growth: By Product: Kitchen Care, Household Care, Bathroom Care, Laundry Care; By Distribution Channel: Supermarket and Hypermarket, Convenience Stores, Online Stores, Others; Regional Analysis; Market Dynamics: SWOT Analysis; Competitive Landscape; 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.

 

Home Care Market

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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

 

Date Company Event
Mar 2023 Reliance Consumer Products Limited Unveiled a series of unique brands for a variety of products spanning bath, hygiene, laundry, home care, and other segments, marking a significant expansion of its FMCG product range.
Sep 2023 Dow Launched EcoSense™ 2470 Surfactant, to offer a sustainable alternative to customers aiming to achieve their formulation objectives in the home care market through the use of pioneering carbon capture technology.
Nov 2023 The Organic World (TOW) Recognised as a leading Responsible Retailer in India and the foremost chain of organic and natural retail stores, TOW launched three new offerings under its plant-based home care brand.
Feb 2024 Happi Planet A D2C homecare startup, Happi Planet, secured approximately USD 1 million in a strategic investment round led by Fireside Ventures which is aimed at enhancing its presence both in online and offline marketplace.

 

 

Trends Impact
Eco-friendly and sustainable products There is a growing demand for home care products that are environmentally friendly, made from natural or biodegradable ingredients, and packaged in recyclable or reusable packaging.
Concentrated and multi-functional products There is a trend towards concentrated formulas that offer the same effectiveness in smaller quantities, reducing packaging waste and transportation emissions.
Subscription and direct-to-consumer models This approach enhances customer convenience by ensuring regular delivery of products and often allows for customisation of orders.
Increasing investments in research and development activities to launch improved formulations Growing investments in research and development activities support the development of home care products offering improved formulations and greater efficiency to meet evolving demands.

 

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.

 

Global Home Care Market by Segment

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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:

 

Market Breakup Categories
Product Kitchen Care, Household Care, Bathroom Care, Laundry Care
Distribution Channel Supermarket and Hypermarket, Convenience Stores, Online Stores, Others
Region North America, Europe, Asia Pacific, Latin America, Middle East and Africa

 

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

 

Company Founding Year Headquarters Products
Unilever Plc 1930 London, United Kingdom Food and beverages, cleaning agents, beauty products, and personal care products
The Procter & Gamble Company 1837 Ohio, United States Personal care products, cleaning agents, and hygiene products.
Henkel AG & Co. KGaA 1876 Düsseldorf, Germany Adhesives, beauty care, and laundry and home care products.
Kao Corporation 1887 Tokyo, Japan Personal care, cosmetics, laundry detergents, and cleaning products

 

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.

 

Global Home Care Market by Region

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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

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:

  • Product
  • Distribution Channel
  • Region
Breakup by Product
  • Kitchen Care
  • Household Care
  • Bathroom Care
  • Laundry Care
Breakup by Distribution Channel
  • Supermarket and Hypermarket
  • Convenience Stores
  • Online Stores
  • Others
Breakup by Region
  • North America
    • United States of America 
    • Canada
  • Europe
    • United Kingdom
    • Germany
    • France
    • Italy
    • Others
  • Asia Pacific
    • China
    • Japan
    • India
    • ASEAN
    • Australia
    • Others
  • Latin America
    • Brazil
    • Argentina
    • Mexico
    • Others
  • Middle East and Africa
    • Saudi Arabia
    • United Arab Emirates
    • Nigeria
    • South Africa
    • 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
  • The Procter & Gamble Company
  • Henkel AG & Co. KGaA
  • Kao Corporation
  • S.C. Johnson & Sons Inc.
  • Natures Organics Pty Ltd
  • George Weston Foods Limited
  • Saraya Goodmaid Sdn. Bhd.
  • Others
Report Price and Purchase Option Explore our purchase options that are best suited to your resources and industry needs.
Delivery Format Delivered as an attached PDF and Excel through email, with an option of receiving an editable PPT, according to the purchase option.

 

*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.

1    Preface
2    Report Coverage – Key Segmentation and Scope
3    Report Description

    3.1    Market Definition and Outlook
    3.2    Properties and Applications
    3.3    Market Analysis
    3.4    Key Players
4    Key Assumptions
5    Executive Summary

    5.1    Overview
    5.2    Key Drivers
    5.3    Key Developments
    5.4    Competitive Structure
    5.5    Key Industrial Trends
6    Snapshot
    6.1    Global
    6.2    Regional
7    Opportunities and Challenges in the Market
8    Global Home Care Market Analysis

    8.1    Key Industry Highlights
    8.2    Global Home Care Historical Market (2018-2023) 
    8.3    Global Home Care Market Forecast (2024-2032)
    8.4    Global Home Care Market by Product
        8.4.1    Kitchen Care
            8.4.1.1    Historical Trend (2018-2023)
            8.4.1.2    Forecast Trend (2024-2032)
            8.4.1.3    Market by Type
                8.4.1.3.1    Dishwash Detergent
                8.4.1.3.2    Rinse Aid
                8.4.1.3.3    Degreaser
                8.4.1.3.4    Oven and Grill Cleaner
                8.4.1.3.5    Fresh Produce Wash
                8.4.1.3.6    Others
        8.4.2    Household Care
            8.4.2.1    Historical Trend (2018-2023)
            8.4.2.2    Forecast Trend (2024-2032)
            8.4.2.3    Market by Type
                8.4.2.3.1    Odour Control
                8.4.2.3.2    Mattress Cleaner
                8.4.2.3.3    Carpet Cleaner
                8.4.2.3.4    Others
        8.4.3    Bathroom Care
            8.4.3.1    Historical Trend (2018-2023)
            8.4.3.2    Forecast Trend (2024-2032)
            8.4.3.3    Market by Type
                8.4.3.3.1    Descaler
                8.4.3.3.2    Bathroom Cleaner
                8.4.3.3.3    Others
        8.4.4    Laundry Care
            8.4.4.1    Historical Trend (2018-2023)
            8.4.4.2    Forecast Trend (2024-2032)
            8.4.4.3    Market by Type
                8.4.4.3.1    Liquid Laundry Detergent
                8.4.4.3.2    Stain Remover
                8.4.4.3.3    Others
    8.5    Global Home Care Market by Distribution Channel
        8.5.1    Supermarket and Hypermarket
            8.5.1.1    Historical Trend (2018-2023)
            8.5.1.2    Forecast Trend (2024-2032)
        8.5.2    Convenience Stores
            8.5.2.1    Historical Trend (2018-2023)
            8.5.2.2    Forecast Trend (2024-2032)
        8.5.3    Online Stores
            8.5.3.1    Historical Trend (2018-2023)
            8.5.3.2    Forecast Trend (2024-2032)
        8.5.4    Others    
    8.6    Global Home Care Market by Region
        8.6.1    North America
            8.6.1.1    Historical Trend (2018-2023) 
            8.6.1.2    Forecast Trend (2024-2032)
        8.6.2    EMEA
            8.6.2.1    Historical Trend (2018-2023) 
            8.6.2.2    Forecast Trend (2024-2032)
        8.6.3    Asia Pacific
            8.6.3.1    Historical Trend (2018-2023) 
            8.6.3.2    Forecast Trend (2024-2032)
        8.6.4    Latin America
            8.6.4.1    Historical Trend (2018-2023) 
            8.6.4.2    Forecast Trend (2024-2032)
9    North America Home Care Market Analysis
    9.1    United States of America 
        9.1.1    Historical Trend (2018-2023) 
        9.1.2    Forecast Trend (2024-2032)
    9.2    Canada
        9.2.1    Historical Trend (2018-2023) 
        9.2.2    Forecast Trend (2024-2032)
10    EMEA Home Care Market Analysis
    10.1    United Kingdom
        10.1.1    Historical Trend (2018-2023) 
        10.1.2    Forecast Trend (2024-2032)
    10.2    Germany
        10.2.1    Historical Trend (2018-2023) 
        10.2.2    Forecast Trend (2024-2032)
    10.3    France
        10.3.1    Historical Trend (2018-2023) 
        10.3.2    Forecast Trend (2024-2032)
    10.4    Saudi Arabia
        10.4.1    Historical Trend (2018-2023) 
        10.4.2    Forecast Trend (2024-2032)
    10.5    South Africa
        10.5.1    Historical Trend (2018-2023) 
        10.5.2    Forecast Trend (2024-2032)
    10.6    Others
11    Asia Pacific Home Care Market Analysis
    11.1    China
        11.1.1    Historical Trend (2018-2023) 
        11.1.2    Forecast Trend (2024-2032)
    11.2    Japan
        11.2.1    Historical Trend (2018-2023) 
        11.2.2    Forecast Trend (2024-2032)
    11.3    India
        11.3.1    Historical Trend (2018-2023) 
        11.3.2    Forecast Trend (2024-2032)
    11.4    Malaysia
        11.4.1    Historical Trend (2018-2023) 
        11.4.2    Forecast Trend (2024-2032)
    11.5    Australia and New Zealand
        11.5.1    Historical Trend (2018-2023) 
        11.5.2    Forecast Trend (2024-2032)
    11.6    Others
12    Latin America Home Care Market Analysis
    12.1    Brazil
        12.1.1    Historical Trend (2018-2023) 
        12.1.2    Forecast Trend (2024-2032)
    12.2    Argentina
        12.2.1    Historical Trend (2018-2023) 
        12.2.2    Forecast Trend (2024-2032)
    12.3    Mexico
        12.3.1    Historical Trend (2018-2023) 
        12.3.2    Forecast Trend (2024-2032)
    12.4    Others
13    Market Dynamics
    13.1    SWOT Analysis
        13.1.1    Strengths
        13.1.2    Weaknesses
        13.1.3    Opportunities
        13.1.4    Threats
    13.2    Porter’s Five Forces Analysis
        13.2.1    Supplier’s Power
        13.2.2    Buyer’s Power
        13.2.3    Threat of New Entrants
        13.2.4    Degree of Rivalry
        13.2.5    Threat of Substitutes
    13.3    Key Indicators for Demand
    13.4    Key Indicators for Price
14    Value Chain Analysis
15    Competitive Landscape

    15.1    Market Structure
    15.2    Company Profiles
        15.2.1    Unilever Plc
            15.2.1.1    Company Overview
            15.2.1.2    Product Portfolio
            15.2.1.3    Demographic Reach and Achievements
            15.2.1.4    Certifications
        15.2.2    The Procter & Gamble Company
            15.2.2.1    Company Overview
            15.2.2.2    Product Portfolio
            15.2.2.3    Demographic Reach and Achievements
            15.2.2.4    Certifications
        15.2.3    Henkel AG & Co. KGaA
            15.2.3.1    Company Overview
            15.2.3.2    Product Portfolio
            15.2.3.3    Demographic Reach and Achievements
            15.2.3.4    Certifications
        15.2.4    Kao Corporation
            15.2.4.1    Company Overview
            15.2.4.2    Product Portfolio
            15.2.4.3    Demographic Reach and Achievements
            15.2.4.4    Certifications
        15.2.5    S.C. Johnson & Sons Inc.
            15.2.5.1    Company Overview
            15.2.5.2    Product Portfolio
            15.2.5.3    Demographic Reach and Achievements
            15.2.5.4    Certifications
        15.2.6    Natures Organics Pty Ltd
            15.2.6.1    Company Overview
            15.2.6.2    Product Portfolio
            15.2.6.3    Demographic Reach and Achievements
            15.2.6.4    Certifications
        15.2.7    George Weston Foods Limited
            15.2.7.1    Company Overview
            15.2.7.2    Product Portfolio
            15.2.7.3    Demographic Reach and Achievements
            15.2.7.4    Certifications
        15.2.8    Saraya Goodmaid Sdn. Bhd.
            15.2.8.1    Company Overview
            15.2.8.2    Product Portfolio
            15.2.8.3    Demographic Reach and Achievements
            15.2.8.4    Certifications
        15.2.9    Others
16    Key Trends  and Developments in the Market

 

List of Key Figures and Tables

1.    Global Home Care Market: Key Industry Highlights, 2018 and 2032
2.    Global Home Care Historical Market: Breakup by Product (USD Billion), 2018-2023
3.    Global Home Care Market Forecast: Breakup by Product (USD Billion), 2024-2032
4.    Global Home Care Historical Market: Breakup by Distribution Channel (USD Billion), 2018-2023
5.    Global Home Care Market Forecast: Breakup by Distribution Channel (USD Billion), 2024-2032
6.    Global Home Care Historical Market: Breakup by Region (USD Billion), 2018-2023
7.    Global Home Care Market Forecast: Breakup by Region (USD Billion), 2024-2032
8.    North America Home Care Historical Market: Breakup by Country (USD Billion), 2018-2023
9.    North America Home Care Market Forecast: Breakup by Country (USD Billion), 2024-2032
10.    EMEA Home Care Historical Market: Breakup by Country (USD Billion), 2018-2023
11.    EMEA Home Care Market Forecast: Breakup by Country (USD Billion), 2024-2032
12.    Asia Pacific Home Care Historical Market: Breakup by Country (USD Billion), 2018-2023
13.    Asia Pacific Home Care Market Forecast: Breakup by Country (USD Billion), 2024-2032
14.    Latin America Home Care Historical Market: Breakup by Country (USD Billion), 2018-2023
15.    Latin America Home Care Market Forecast: Breakup by Country (USD Billion), 2024-2032
16.    Global Home Care Market Structure

Key Questions Answered in the Report

In 2023, the global home care market attained a volume of nearly USD 105.33 billion.

The market is estimated to witness a healthy growth at a CAGR of 3.5% in the forecast period of 2024-2032.

The major drivers of the industry include the rising demand for laundry care and household care products, the need for eradicating the risks of infections and disease, the increasing online stores which provide the ease of delivery, and growing R&D activities to improve efficacy and cost-effectiveness, are expected to aid the market growth.

The key market trends guiding the growth of the industry include the growing innovation by manufacturers, along with the growing personalisation trend, which is supporting businesses that cater to specific demographics.

The major regions in the industry are North America, Latin America, the Middle East and Africa, Europe, and the Asia Pacific.

Kitchen care (dishwash detergent, rinse aid, degreaser, oven and grill cleaner, and fresh produce wash, among others), household care (odour control, mattress cleaner, and carpet cleaner, among others), bathroom care (descaler and bathroom cleaner, among others), and laundry care (liquid laundry detergent and stain remover, among others) are the major products in the market.

Supermarkets and hypermarket, convenience stores, and online stores, among others, are the different distribution channels of the product in the market.

The major players in the market are Unilever Plc, The Procter & Gamble Company, Henkel AG & Co. KGaA, Kao Corporation, S.C. Johnson & Sons Inc., Natures Organics Pty Ltd, George Weston Foods Limited, and Saraya Goodmaid Sdn. Bhd., among others.

Analyst Review

The global home care market attained a value of 105.33 million in 2023, driven by the rising popularity of the rising demand for home care products from the household, the need for eradicating the risks of infections and disease, the increasing online stores which provide the ease of delivery, high-quality home care products which help person adapt to the changing needs of the family, its cost-effectiveness and speed.

 

EMR’s meticulous research methodology delves deep into the market, covering the macro and micro aspects of the industry. Kitchen care (dishwash detergent, rinse aid, degreaser, oven and grill cleaner, and fresh produce wash, among others), household care (odour control, mattress cleaner, and carpet cleaner, among others), bathroom care (descaler and bathroom cleaner, among others), and laundry care (liquid laundry detergent and stain remover, among others) are the major products in the market. Supermarkets and hypermarket, convenience stores, and online stores, among others, are the different distribution channels of the product in the market. The major regional markets for home care are North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa. The key players in the above market include Unilever Plc, The Procter & Gamble Company, Henkel AG & Co. KGaA, Kao Corporation, S.C. Johnson & Sons Inc., Natures Organics Pty Ltd, George Weston Foods Limited, and Saraya Goodmaid Sdn. Bhd., among others.

 

EMR’s research methodology uses a combination of cutting-edge analytical tools and the expertise of their highly accomplished team, thus, providing their customers with market insights that are accurate, actionable, and help them remain ahead of their competition.

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