Household Cleaners Market: Global Brands to be Challenged by Cheaper Local Product Offerings

Transparency Market Research states that the global household cleaners market was valued at US$27,468.6 mn in 2015, and will rise to US$39,400.9 mn by 2024, exhibiting a CAGR of 4.1% from 2016 to 2024. In terms of product types, the segment of specialty cleaners held the dominant share in the global market in terms of revenue in 2015, accounting for over 60% of the market. Geographically, North America held the dominant 31% share in the global market in 2015 but is likely to lose prominence to Asia Pacific over the forecast period.

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Enhanced Sanitation Standards Key to Increased Global Demand

The adoption of healthier lifestyle coupled with the increasing concern for infectious diseases has been one of the chief drivers of the global household cleaners market in the past few years. The impact of this driver has been the most significant across regions such as Asia Pacific and Latin America, which feature some of the world’s most promising emerging economies. The high pace of urbanization and an evident shift in lifestyle, chiefly owing to rising disposable incomes, and an increased preference to improved sanitation standards will be highly conducive to the overall consumption of homecare and hygiene products. This will add to the demand for a variety of household cleaners in these regions in the next few years.

In addition to this, the increased commercial use of household cleaners such as fabric refreshers and surface deodorizers is also expected to fuel the future growth prospects of the global household cleaners market. The hotel industry is one of the major users of fabric refreshers and surface deodorizers. Flourishing growth of the industry in North America and Asia Pacific is likely to add to the overall demand for a variety of household cleaners in these regions.

Prominence of Domestic Players in Emerging Economies Poses Challenge for Global Brands

In cost-sensitive markets such as some emerging economies across Asia Pacific and Latin America, the easy availability of cheaper substitutes as compared to products manufactured by global brands is one of the key challenges to the growth of the household cleaners market. Domestic players command prominent positions in these regional markets and have a good hold on supply chains. The competitive costs of household cleaners produced by domestic players, thus, are a big threat to the overall competitiveness of many global brands and are likely to restrain growth of the global players in such regional pockets.

Moreover, the market for household cleaners also bears the brunt of the common conception that several cleaning agents have toxic compositions and could lead to several skin disorders. The impact of this aspect can be gauged from the continuously declining sales of cleaning agents such as bleaches and disinfectants, which do need special care while handling owing to their high content of toxic chemicals. As such, the usage of some types of bleaches and specialty cleaners in the composition of products has been restricted across the globe.

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The global household products market features a largely consolidated competitive landscape, with the top three companies accounting for over 49% of the market’s overall valuation in 2015. These three vendors, namely S.C. Johnson & Son Inc, Reckitt Benckiser Group plc, and Procter & Gamble Co., have strengthened their positions in the market by virtue of vast global presence, extensive product portfolios, and continuous introduction of innovative products.

Geographic expansion is one of the key strategies adopted by key companies. An instance is the May 2015 agreement between Henkel Company AG & KGaA and Colgate-Palmolive Group Company. Under this contract, Henkel has acquired Colgate-Palmolive’s total range of laundry detergents and pre-wash brands in Australia and New Zealand.

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