Household Cleaners Market (Product - Surface Cleaners, Specialty Cleaners, and Bleaches; Application - Bathroom Cleaners, Kitchen cleaners, Floor cleaners, and Fabric care) Forecast 2016 - 2024

Global Household Cleaners Market: Snapshot

The global market for household cleaners has witnessed growth at a steady pace in the past few years. The market has continued to gain significant profits across mature markets such as North America and Europe while also seeing encouraging growth across unconventional markets such as Asia Pacific and Latin America. Factors such as adoption of healthier lifestyles and the increasing concern for infectious diseases have been some of the key drivers of the market in the past years. There has been an increasing trend in the developed and the developing economies alike regarding the increasing use of homecare and hygiene products, which is expected to fuel the global demand for household cleaners. The increase in commercial use of household cleaners such as surface deodorizers and fabric refreshers has added to the demand for household cleaners.

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According to Transparency Market Research, the global household cleaners market was valued at US$ 27,468.6 mn in 2015, and is expected to reach US$ 39,400.9 mn by 2024, in terms of revenue. This will represent a CAGR of 4.1% from 2016 to 2024.

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.

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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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