North America Household Care Market: By Products: Laundry Detergents, Laundry Additives, Dishwashing, Hard Surface Cleaners, Toilet Care, Others; By Country: USA, Canada; Historical Production and Consumption (2014-2018); Production and Consumption Forecast (2019-2024); SWOT Analysis; Value Chain Analysis; Porter’s Five Forces Analysis; Competitive Landscape; News and Developments; Manufacturing Process; Cost Analysis

North America Household Care Market Key Insight:

Market Outlook

The North America household care market is being driven by the growing laundry detergent market in the region. North America is the third-largest market for laundry detergents after the Asia Pacific and Europe. In 2018, the North America laundry detergents market attained nearly USD 7 billion. Liquid detergents dominate the sales of laundry detergents in North America and account for almost three-fourth of the industry.

North America, along with Europe and the Asia Pacific, is a significant consumer of laundry detergents, globally. Within the Asia Pacific region, India and China are the leading markets for household care. The two countries are also significant laundry detergents market within the Asia Pacific region. In the coming years, emerging markets like India, China, and Brazil are expected to witness a healthier growth as compared to more mature markets. In 2018, the global household care market reached a value of USD 115 billion. The industry is expected to witness a further growth in the coming five years and is estimated to grow at a CAGR of 1.5% between 2019-2024 to reach USD 126 billion by 2024.

Globally, companies like Procter & Gamble, Unilever, and Reckitt Benckiser are the major producers of household care products. In 2018, the fabric and home care segment of Procter & Gamble increased by 3% as compared to the previous year, to reach USD 21.4 billion. The underlying sales of Unilever’s home care segment, meanwhile, grew by 4.2% in 2018 from 2017, with the US, Asia, the Middle East, and Turkey driving the segment growth. The household care segment of Henkel, another major player in the industry, witnessed a strong growth in North America.

Properties and Applications

The household care products comprise of items related to the cleaning and disinfection of household surfaces and products like laundry and utensils. They often enhance the aesthetics of these household products by increasing their brightness, shine, and boosting their colour. The various products that come under the household care segment are:

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

The report by EMR covers the regional markets in North America like the United States of America and Canada.

Market Analysis

The North America household care market is being driven by the growing economy of the region combined with the projected rise in the population of high-income class. The growing high-income class, along with the increasing spending power of the consumers in the region, are also projected to aid the premium segment growth of the market. The rise in e-retail websites is further driving the growth of the industry as major players are improving and streamlining their products to meet the packaging requirements of these e-commerce sites.

The market is being driven by the rising hygiene and health consciousness of the consumers in the region. The growing innovation and product diversification taking place within the industry are providing further impetus for the market growth. The organic and eco-friendly homecare products are expected to witness a boost in the coming years with people becoming more eco-conscious and more averse to synthetic ingredients.

Competitive Landscape

March 2019 - Procter & Gamble’s Home Made Simple™ brand launched a new plant-based product line, which includes household care products like dish soap, hand soap, laundry detergent, fabric softener, and multi-purpose cleaner.

January 2019 - Unilever acquired the New York-based brand, The Laundress, which produces premium eco-friendly home cleaning products, detergents, and fabric care products.

October 2018 - The Clorox Company introduced Clorox® Disinfecting Bio Stain & Odor Remover, which is aimed at cleaning, disinfecting, and deodorizing soft and hard surfaces that are soiled with blood, urine, or faeces.

January 2017 - The Clorox Company launched Clorox Healthcare® Hydrogen Peroxide Cleaner Disinfectant Wipes and Spray, which are non-corrosive disinfectants for soft and hard floor and are especially aimed at healthcare facilities.

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

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

The report by EMR gives an in-depth analysis of the macro and micro aspects of the market. The report assesses the industry based on the Porter’s Five Forces model as well as providing a SWOT analysis. The comprehensive report also gives an overview of the other regional markets like the Asia Pacific, Middle East and Africa, LATAM, and Europe.

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