Europe Household Cleaning Products Market Outlook, 2028

The household cleaning products market in Europe has been witnessing significant growth over the years, driven by changing consumer lifestyles, increasing awareness of hygiene, and a growing focus on sustainable and eco-friendly cleaning solutions. As one of the leading regions in the household cleaning industry, Europe is characterised by a diverse range of products, innovative formulations, and evolving consumer preferences. Brands are actively seeking eco-certifications and labels to showcase their commitment to sustainability. Recognised labels like the EU Ecolabel and Nordic Swan Ecolabel are gaining prominence, providing consumers with assurance about the eco-friendliness of the products they purchase. The future of the European household cleaning products market looks promising, with several growth opportunities on the horizon. The market is expected to witness continuous innovation, with manufacturers focusing on natural, plant-based, and eco-friendly formulations. Technological advancements will further revolutionise cleaning practises, enhancing efficiency and automation. Moreover, as consumers become increasingly conscious of the environmental impact of their choices, the demand for green cleaning products is expected to rise steadily. As urbanisation continues, more Europeans reside in apartments and condos with limited space. Compact and efficient cleaning solutions that cater to urban dwellers are in high demand. Europe is a continent known for its rich cultural diversity. Each country in Europe has its own unique cleaning habits and preferences. For instance, Scandinavian countries like Sweden and Norway are early adopters of eco-friendly and sustainable cleaning practises, while Mediterranean countries like Italy and Spain have a strong tradition of using natural ingredients like vinegar and lemon for cleaning. Furthermore, Europe has seen a significant surge in the adoption of automatic cleaning devices, such as robotic vacuum cleaners and smart mops. These devices appeal to busy European consumers seeking efficient and time-saving cleaning solutions.

According to the research report "Europe Household Cleaning Market Outlook, 2028," published by Bonafide Research, the Europe Household Cleaning Products market is anticipated to add USD 9.70 Billion from 2023 to 2028. European consumers are increasingly prioritising products that align with their values, including sustainability, health consciousness, and ethical manufacturing practises. Brands that offer eco-friendly, non-toxic, and cruelty-free cleaning products are gaining traction in the market. Europe has an ageing population, leading to an increased focus on convenience and ease of use in cleaning products. Products designed for seniors or individuals with mobility challenges are gaining prominence in the market. Apart from household cleaning, there is a growing emphasis on maintaining hygiene in public spaces, such as offices, schools, and healthcare facilities. The demand for commercial cleaning products and professional cleaning services has increased as a result. European companies invest heavily in research and development, leading to continuous innovation in cleaning product formulations. These innovations often include specialised cleaners for specific surfaces, advanced fragrance technology, and eco-friendly ingredients. Natural and plant-based cleaning products have gained popularity in Europe due to their non-toxic and biodegradable properties. Consumers prefer products that are safe for their families and the environment.

Based on countries, Germany, France, Italy, Spain, and Russia, among them, Germany is dominating the European Household cleaning products market with more than 18% market share in 2022.

Germany has the highest market share. Germany is one of Europe's largest economies with a high standard of living. Its strong economy and high disposable income levels allow consumers to spend on quality household cleaning products, contributing to the market's growth. Furthermore, Germany has a substantial population, including urban areas with high population densities. Urbanisation has led to an increased demand for efficient and convenient cleaning solutions, driving the consumption of household cleaning products. German culture places a significant emphasis on cleanliness and hygiene. Consumers in Germany prioritise maintaining a clean and orderly living environment, leading to a higher demand for household cleaning products. On the other hand, Spain will grow at the highest CAGR rate because Spain is a top tourist destination in Europe, attracting millions of visitors each year. The thriving tourism and hospitality industries necessitate high standards of cleanliness in hotels, restaurants, and other accommodation establishments, contributing to the demand for professional cleaning products. As lifestyle patterns evolve, more Spanish households are adopting modern cleaning practises and seeking products that offer convenience and efficiency in their cleaning routines.

Based on the product types, laundry detergents, dishwashing products, surface cleaners, floor cleaners, toilet care products, and Glass cleaner products among them, laundry detergents have the highest market share in 2022.



Laundry Detergent Laundry detergent is a household essential and its demand is constant and widespread. Every household requires laundry detergent for regular laundry cleaning, making it a staple product in European homes. Europe has a substantial and diverse population, with various demographic groups having different laundry needs. From families with children to single individuals, laundry detergent caters to a broad consumer base, contributing to its high market share. Europeans prioritise cleanliness and personal hygiene, leading to frequent laundry washing. As a result, laundry detergent is in constant demand, driving its market share. Further, toilet care products will grow at the highest CAGR rate. Europe places a strong emphasis on cleanliness and hygiene, especially in personal spaces like bathrooms and toilets. Consumers are becoming more conscious about maintaining a clean and sanitised environment, leading to a higher demand for toilet care products. Toilet care product manufacturers are continually introducing innovative formulations and delivery mechanisms. Advancements in toilet bowl cleaners, rim blocks, and gel-based products provide improved cleaning performance and convenience for consumers. Europe is a popular tourist destination, attracting millions of visitors each year. The tourism industry drives demand for toilet care products in hotels, restaurants, and other public places, further boosting the market.

Based on the Nature types, which include chemical and Natural, the chemical segment dominates the market with more than 80% market share in 2022. Further, Based on the Distribution channels, which include supermarkets and hypermarkets, Convenience stores, online retail stores, and other distribution channels, convenience stores have the second highest market share in 2022.

Chemical-based household cleaning products are known for their powerful cleaning performance. They can effectively remove tough stains, grime, and dirt from various surfaces, making them popular among consumers who prioritise cleanliness and hygiene. Chemical household cleaning products cater to a wide range of cleaning needs. From surface cleaners and bathroom cleaners to kitchen cleaners and laundry detergents, these products offer versatile solutions for different areas of the home. Furthermore, many chemical household cleaning products are offered by well-established and trusted brands that have been on the market for decades. Chemical household cleaning products come in a wide variety of formulations, scents, and packaging sizes. This diversity allows consumers to select products that match their preferences and specific cleaning needs. Further, conventional stores have the second highest market share. Conventional stores offer a unique shopping experience that allows consumers to physically browse and inspect products before making a purchase. Customers can touch, feel, and smell the products, which influence their buying decisions. Conventional stores often have staff that can provide personalised assistance and recommendations based on the customer's cleaning requirements and preferences. This level of customer service can be valuable to some consumers.

Based on the application, which includes the Fabric, Kitchen, Floor, bathroom, and Others (Windows), among them the Fabric will lead the market in 2022.

Fabric care products, such as laundry detergents, fabric softeners, and stain removers, are essential for maintaining the cleanliness and freshness of clothing. Europeans place great importance on personal hygiene and grooming, making fabric care a crucial aspect of their daily lives. European households typically do laundry regularly, often multiple times a week. The usage of fabric care products is high due to the frequent need to clean and refresh clothing and other textiles. Furthermore In many European households, multiple family members contribute to the laundry load. Larger families generate higher laundry needs, leading to greater consumption of fabric care products. Europe has a rich history and culture of fashion and textiles. Consumers are invested in caring for their garments to preserve their quality, leading to a higher demand for fabric care products.

Companies Covered in this Report:

Unilever plc, The Procter & Gamble Company, Henkel AG & Co. KGaA, Colgate-Palmolive Company, The Clorox Company, Church & Dwight Co., Inc., Reckitt Benckiser Group plc, Kao Corporation, Amway Corporation, Godrej Consumer Products Limited, Ecolab Inc., McBride plc, Jyothy Labs Ltd, Goodmaid Chemicals Corporation, S. C. Johnson & Son, Inc, Lion Corporation, Dabur Ltd, Bolton Group Srl and Zep Inc.

Considered in this reports

• Geography: Europe
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Europe Household Cleaning Products market Outlook with its value and forecast along with its segments
• Country-wise Household Cleaning Products market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Country covered in the report:

• Germany
• UK
• France
• Italy
• Spain
• Russia

By Products types

• Laundry Detergents (Powder, Liquid, Pod, Fabric Softeners and Conditioners, Stain Remover)
• Dishwashing Products (Liquid, Tablet, Bar, Powder, Paste)
• Surface Cleaner / Floor Cleaner (Floor cleaner, Specialized Cleaner, Multi-Purpose)
• Toilet Care Products (Liquid, In-cisterns & rim Block, other)
• Glass Cleanser Products

By Nature type:

• Chemical
• Natural

By Application:

• Fabric
• Kitchen
• Floor
• Bathroom
• Others (Windows)

By Distribution channel

• Supermarkets/Hypermarkets
• Convenience Stores
• Online Retail Stores
• Other Distribution Channels

The approach of the report:

This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations, and organisations related to the artificial lawn industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.