Home Care Market Size to Reach USD 242.27 Billion by 2030, Driven by Sustainable Formulations and E-Commerce Expansion

According to the Home Care Market report by Mordor Intelligence, the global home care market size is projected to grow from USD 195.69 billion in 2025 to USD 242.27 billion by 2030, registering a CAGR of 4.36%. The market expansion is supported by rising hygiene awareness, increasing demand for sustainable and natural product formulations, and the shift toward digital retail platforms. Asia-Pacific is the largest and fastest-growing region, while laundry care continues to dominate product categories. However, faster growth is seen in dishwashing, eco-friendly formulations, flexible packaging, and online distribution.

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Key Trends Driving the Global Home Care Market

- Influence of Social Media and Celebrity Endorsements: Brands are increasingly using platforms like TikTok and Instagram to reach younger consumers. In 2023, Unilever partnered with #CleanTok influencers to drive visibility. Social media campaigns have lowered customer acquisition costs and helped boost awareness and adoption of premium and eco-friendly home care products.

- Ingredient and Packaging Innovation: Companies are reformulating products using concentrated enzymes and biodegradable solvents to lower usage per wash and reduce plastic and water consumption. Henkel launched concentrated laundry liquids in 2025, while Unilever invested in digital fragrance design to enhance product experience efficiently.

- Cleanliness and Wellness Convergence: Clean homes are increasingly associated with mental well-being. Consumers favor products that combine performance with sensory appeal, such as surface cleaners with premium scents or fabric refreshers. Hypoallergenic and skin-safe products are in demand, especially in households with children or pets.

- Sustainability Commitments: Corporate sustainability programs like Unilever's Clean Future have led to recyclable packaging innovations and renewable ingredient use. The industry now faces the challenge of maintaining product efficacy and price while aligning with environmental regulations and consumer expectations.

Home Care Market Segmentation Overview

By Product Type

- Laundry Care (52.03% share in 2024): Sustained by frequent usage and innovation in pods and concentrated liquids.

- Dishwashing Products (4.74% CAGR): Fastest-growing segment, supported by smaller household sizes, dishwasher usage, and demand for natural formulations.

- Other Segments: Include surface care, toilet care, air care, insect repellents, and bleach. Vector-borne disease concerns continue to boost disinfectant and insect repellent usage.

By Packaging Format

- Bottles (34.02% share in 2024): Common for liquids but declining as refill pouches gain popularity

- Pouches (5.28% CAGR): Supported by refill stations and sustainability initiatives to reduce plastic waste

- New Formats: Tablets, dissolvable films, and solid formulations are being explored for their eco benefits and convenience.

By Formulation

- Synthetic Products (68.22% share in 2024): Dominant due to cost-effectiveness and supply chain stability.

- Natural and Organic (5.56% CAGR): Growing in response to chemical safety concerns and consumer preference for plant-based ingredients.

By Distribution Channel

- Supermarkets/Hypermarkets (38.77% share in 2024): Still lead but face slowing growth due to rising online purchases

- Online Retail Stores (5.95% CAGR): Fastest-growing channel, fueled by subscription models, mobile commerce, and direct-to-consumer strategies.

By Geography:

- Asia-Pacific (27.47% share in 2024; 6.27% CAGR): Key growth region with urban expansion and sanitation initiatives.

- North America: Focused on premium, natural products and smart-home integration.

- Europe: Leads sustainability adoption, influencing packaging and ingredient standards.

- South America and MEA: Show growing demand but face pricing and infrastructure challenges.

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Key Players in the Home Care Market

The market is moderately consolidated, with large multinational companies leveraging brand loyalty, distribution, and innovation to retain leadership, while agile startups capture niche consumer segments.

- Henkel AG & Co. KGaA: Known for brands like Persil and Bref, Henkel has emphasized concentrated formulas and packaging to reduce environmental impact while retaining product efficacy.

- Unilever PLC: Leads with sustainability-driven innovation and digital transformation. The company has invested significantly in AI-enabled product design and low-plastic packaging formats.

- Procter & Gamble Company: A leader in North America and Europe, offering premium cleaning solutions through brands like Tide, Mr. Clean, and Dawn. Its 2025 launch of Dawn PowerSuds reflects its focus on performance and consumer convenience.

- Reckitt Benckiser Group PLC: Maintains strong market presence with brands like Lysol and Finish, emphasizing hygiene, fragrance innovation, and regulatory compliance.

- Churc h & Dwight Co., Inc.: Gained traction in Asia through its acquisition of Graphico, enhancing its regional presence and direct distribution.

New entrants focus on plant-based, cruelty-free products and utilize direct-to-consumer channels to gain customer loyalty and data insights. Subscription models help them secure recurring revenue, while investments from sustainability-focused venture firms support market expansion.

Conclusion: Consumer-Centric Innovation and Eco Trends Fuel Market Expansion

The home care market is on track to reach USD 242.27 billion by 2030, with growth driven by rising consumer expectations for safe, effective, and environmentally friendly products. Companies are investing in clean-label ingredients, sustainable packaging, and digital commerce strategies to maintain competitiveness in a maturing but evolving industry.

Asia-Pacific remains the growth engine, while North America and Europe shape regulatory and sustainability standards. Segments like dishwashing and natural formulations are expanding faster than legacy categories, reflecting changing household dynamics and ingredient scrutiny.

As digital transformation, premium product preferences, and environmental accountability continue to guide the sector, companies that balance performance with transparency and affordability are positioned to thrive in the next phase of global home care demand.

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