The Home Care Market is Segmented by Product Type (Air Care, Dishwashing, Bleach, Insecticides, Laundry Care, Surface Care, Toilet Care, and Other Product Types), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Online Stores, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

Market Overview

The home care market is projected to register a CAGR of 4.5% during the forecast period (2021 – 2026).

More time at home due to COVID 19 factors, like lockdown measures, the work-from-home scenario, and home quarantine, created the need for killing germs with the added benefit of reducing the chance of infection, particularly in the frequent contact areas. With around 84% of the consumer changing the way they clean their homes, players positioned their products to cope with the pandemic surge.

As consumers have become more conscious about personal and home hygiene after the COVID-19 pandemic, the demand for laundry care-, surface care-, and toilet care-related products, both personal and commercial, is expected to witness escalating growth. ​

In the recent past, online spending by consumers increased significantly, which boosted the online sales of household cleaners. Procter & Gamble, Henkel AG, Unilever, Church & Dwight, and Reckitt Benckiser Group are the leading players offering home care products globally.

Consumers are more informed and concerned about personal and environmental health with connected platforms. According to several studies, more than 20% of consumers globally prefer products with packaging that is sustainable and/or made from recycled materials, which is leading to the demand for products with free-from claims over the medium term.

Scope of the Report

Homecare products refer to the various products used to maintain the interior of a home or any commercial building. The global home care market offers various products, including air care, bleach, dishwashing, insecticides, laundry care, surface care, and toilet care. The market is segmented into supermarkets/hypermarkets, convenience stores, online stores, and others based on distribution channels. The study also covers the global level analysis of the major regions such as North America, Europe, Asia-Pacific, South America, and Middle-East and Africa. For each segment, the market sizing and forecasts are based on value (in USD million).

Key Market Trends

Adoption of Healthier Lifestyle Owing to the Increased Household Expenditure

The growing importance of healthier lifestyles and the rising concerns among individuals about health and hygienic living to avoid germs, bacteria, dust, and dirt led to the rising per capita spending on home care products. A heightened awareness of the importance of indoor air quality and the growing concerns on the impact of impure air quality on the general well-being of people increased the demand for air purifiers in the last few years. Air purifiers reduce allergies among sensitive people by removing dust, pet dander, pollen, mold spores, and dust mite feces. For the past few years, fragrance has been playing a vital role in household cleaning products, as consumers are increasingly looking for products that offer a strong pleasant odor. Thus, vendors differentiate their offerings in terms of packaging, quality, pricing, and fragrance.


North America Holds the Largest Market Share

Adopting a healthier lifestyle and the increasing concerns for hygiene are the key drivers for the home care market in North American countries, such as the United States. The well-established real estate sector and household expenditure and the growth in housing units are some of the factors directly related to home care sales in the United States. For instance, as per the US Census Bureau, the number of housing units reached 138.53 million in 2018, from 131.82 million in 2010, contributing to the sales of home care products in the United States at a significant scale. Vendors are introducing innovative products in terms of functionality, new ingredients, packaging, and fragrances. Consumer awareness and product knowledge about various home care products led to the introduction of high-performance and quality products. For instance, the rise in health consciousness among consumers regarding the prevalence of harmful diseases, such as diarrhea, led to the rise in the sales of toilet care products.


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Competitive Landscape

The home care market faces high competition. The majority of the share is held by the leading players, including Procter & Gamble, Unilever, Church & Dwight, and Reckitt Benckiser Group PLC. Key players are focusing on online distribution channels for their online marketing and branding of their products to expand their geographic reach and increase their customer base. Leading manufacturers in the home care market are focusing on leveraging opportunities posed by emerging markets of Asia-Pacific, like China and India, to expand their revenue base. Companies are differentiating their products in terms of functionalities, ingredients, prices, odors, packaging, and formats to gain a competitive advantage.

Recent Developments

  • In 2020, Reckitt Benckiser launched Lizol Double Concentrate Disinfectant Surface Cleaner, its first disinfectant concentrate, a citrus variant in 900 ml and 1.9 l, across the e-commerce platform.
  • In 2019, Houston-based, AlEn USA, launched a new eco-friendly line of household cleaning products, Art of Green Multipurpose Cleaners. The non-toxic formula of Art of Green cleaners, made with natural essential oils, provides a pleasant aroma, and it is a USDA-certified bio-based product.
  • In 2019, Target launched a household brand, Everspring, for items like laundry detergent, dish soap, and paper towels. Everspring marks Target’s biggest push to offer a sustainable brand within its own lines, as it uses 100% natural fragrances to make scent combinations, like mandarin and ginger, and lavender and bergamot.