Household Cleaning Product Demand Propelled by Increasing Health Awareness

The Household Cleaning Products Market come under home care products is exponentially on the rise as costumers are gaining more awareness about the spread of infectious disease, cleanliness, sanitizing house floor and furniture. This category ranges from cleaning products including laundry, glass, mirrors, dishes, and bathrooms. The household cleaning tools have shown a very varying market trend where it’s not free size. It changes country wise and also within the country region wise. A consumer buying pattern is paved by four important factors which are finance, traditions, availability, and innovation.

In the period of 2020 – 2024 the house cleaning product market is projected to grow by $ 15.7 billion by CAGR of 5 %. This market is studied and analyzed on the basis of geography, supply channel, application and type of product. Among the product type surface cleaner is on the lead especially the one used on special surfaces such as wood, stainless and glass. On application basis, liquid cleaning products are currently holding a wide-reaching market share but as prediction holds, sprays would see the highest CAGR growth in the coming years. COVID 19 pandemic has evolved as a strong growth factor to this market, though it would last for a shorter period of time.

While considering the distribution channel, these products have more offline consumers with supermarkets and retailers owing to the maximum market share. Online shopping is although on the rise in the Asia Pacific region. Since e-commerce is on the rise in this region, packaging and size play a crucial role within this region. Convenience, price, and accessibility of the product are the three main criteria for customers in this industry. The key corporations belong to North America but rapid growth in the market was visible in the Asia Pacific with respect to growing hygiene consciousness. It is estimated that Japan will hold a market value of $ 2.2 billion by 2025. China is projected to grow at a rate of 7.6 % in the upcoming years. India saw a rise in the toilet, floor and bathroom cleaners. It was found in the 2016 Neilson report that Asia Pacific nations prefer availability over price.

Corporation wise the leading companies include Unilever, SC Johnson, Reckitt Benckiser, Godrej, Colgate-Palmolive Company, Procter and Gamble, Henkel AG & Co. KGaA and The Clorox Company. These companies employ a product that cleans quickly but also has novel features that are a definite win. Companies are employing household ingredients in their products as data have suggested vinegar being popular in North America and Europe, baking soda in North America and alcohol globally. Maybe this comes from the mind to going back to roots is the ideology behind this trend.

This market requires an immense amount of advertising because brand loyalty in this market is very fragile. The companies have to be very steadfast with the innovativeness of their products. One of the latest trends employed by the leading players is social media such as Facebook, Instagram or Twitter. Another factor is the creativity to resell their products in different bodies that is by changing the fragrance, packaging, prizes etc. Latin America, for instance, is more inclined towards fragrance. The 21st century is focusing on eco-friendly products with a reduced amount of chemicals, also driving the market to focus on green products.

Extreme division within the global market could be a source of obstruction. As the awareness of an individual rises, the needs for chemical-free cleaners will also oppose the growth of this industry as it may allergies. Accessibility of local cheaper, non branded products can lower the growth of the global market. Plus, consumers are being more conscious of their carbon footprint and the impact their activities can have on the environment, therefore, a good balance between environmentally favorable and the cost is the mantra for brand success.

Health and hygiene is an essential part of a person’s practice without which they may be susceptible to diseases such as typhoid, diarrhea, etc. Therefore, awareness is the key pushing factor for this market. The necessity of toilet cleaners is another major driver for the market. As urbanization is on the rise, people prioritize less time given to cleaning and with the high need to clean quickly with good results will be a priority of most individual.

Overall some major points for corporations are

1) comfort is important but quality is king

2) Since brand loyalty is not easily achievable in this market, costumers are pampered in terms of their choice. The corporations must focus on novel ideas

3) Innovation is the key – for instance, packaging products that will be dose-specific, will not dirty clothing etc.

Source: Sristi Singh, author of India Household Cleaning Chemicals Market and related reports