Household Cleaners Market

Household Cleaners Market- Global Industry
Insights, Trends, Outlook, and Opportunity Analysis,
2018–2026
Household cleaning products are non-food chemicals used for cleaning, pest control,
and to maintain hygiene. Improper household cleaning leads to number of diseases
such as diarrhea and buruli ulcer. Therefore, increasing awareness regarding
cleanliness is further expected to escalate the growth for household cleaners.
According to 2015 WHO data, inadequate sanitation globally, has caused 280,000
diarrheal deaths annually. In addition to this, diseases such as Guinea Worm
Disease, Buruli Ulcer, Trachoma, and schistosomiasis spread from lack of proper
hygiene and sanitation practices in the house. Thus, adoption of household cleaners
is increasing leading to growth of the market. These cleaners contain cleaning
agents such as acids, alkalis, surfactants and degreaser, which aid in preventing
infection caused by harmful microbes such as cyanobacteria, acidobacteria,
staphylococcaceae, and streptococcaceae. For instance, Swiffer offers Wet Jet
Antibacterial Cleaner, which is used for floor cleaning.
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These cleaners are formulated with synthetic fiber materials, plastics, and an array of
chemical ingredient ranging from solvents, petrochemicals to surfactants. According
to Environmental Protection Agency (EPA), 62 chemicals found in these household
cleaners are toxic and are unsafe to use. According to EPA, chemicals such as
phthalates, perchloroethylene (PERC), triclosan, Quaternary ammonium compounds
(QUATS), 2-Butoxyethanol, Ammonia, Chlorine, and Sodium hydroxide are
commonly used in cleaners and are potential skin-irritant and can cause sore throat
or asthma. Moreover, the artificial fragrances that are added in these cleaners can
also cause headache, irritation in eyes, respiratory irritation, and others. As per data
released by National Institute of Occupational Health, 2012, that one-third of these
fragrances are deemed to be toxic. These are the major factors expected to hinder
growth of the market. Owing to these above mentioned factors, consumers have
started adopting natural home-made solutions made from baking soda, vinegar, citric
acid, and essentials oils.
Global Household Cleaners Market Outlook:
North America accounted for 30% of the global household cleaners market followed
by Europe in 2016. These products have been already adopted for very long time in
these developed markets as a result of existing awareness and importance of
cleaners. Similarly, high standard of sustainable living lifestyle also appertains to
maturity of these markets. However, increasing regulation on use of chemical
cleaners has led to minimal growth in both of the regions. Occupational Safety and
Health Administration (OSHA) revised its regulations by GHS (HazCom 2012), which
will govern labelling of products. According to OSHA, products labelling must have
brand name, hazard statement, precautionary statement, and pictogram. This is
expected to lead to declining popularity of these cleaners among consumers, owing
to increasing awareness regarding harmful chemicals used in them.
Enhanced sanitation standards in emerging countries of Asia Pacific is expected to
lead to increasing demand for household cleaners. According to country statistics
available in JMP database of 2010, there has been a proportional increase of 20% in
people of East Asia, who have improved sanitation from 1998 to 2008. Therefore,
Asia Pacific market is expected to exhibit high growth over the forecast period.
According to Coherent Market Insights’ analysis, the market in China is expected to
exhibit 5% CAGR over the forecast period (2017–2025).According to World Vision
Data of 2010, emerging countries such as India, Vietnam, Pakistan, and Nepal are
expected to witness growth, as over 2.6 million people lack proper sanitation,
therefore demand for these is high in these countries.
According to Coherent Market Insights, specialty household cleaners segment is
expected to exhibit a CAGR of 6.9% in the U.S. Increasing demand for chemical-free
solution and development of eco-friendly cleaners has boosted demand for specialty
cleaners. For instance, Resolution, a U.S.-based company launched ResGel in
2017, which is a non-toxic cleaning solution and is free of volatile organic
compounds.
Key players in the market are focusing on increasing their product portfolios through
acquisition strategy and to maintain their positions in the competitive market. For
instance, SC Johnson, a U.S-based company that manufactures household cleaning
products acquired Method and Ecover brands from People Against Dirty in
September 2017.The objective of the company was to enhance its product portfolio.
Global players in the household cleaners market include Godrej Consumer Products,
S.C. Johnson & Son Inc., Henkel AG & Company KGaA, The Clorox Company
Reckitt Benckiser Group plc, Kao Corporation, Bombril S.A, Colgate-Palmolive,
McBride Church & Dwight Co. Inc. Unilever, Procter & Gamble, and Seventh
Generation.
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North America accounted for 30% of the global household cleaners market followed by Europe in 2016. These products have been already adopted for very long time in these developed markets as a result of existing awareness and importance of cleaners

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