UK markets open in 2 hours 17 minutes
  • NIKKEI 225

    +179.95 (+0.69%)

    +125.37 (+0.57%)

    +1.95 (+1.80%)

    +10.20 (+0.57%)
  • DOW

    +321.86 (+1.05%)

    +841.89 (+5.31%)
  • CMC Crypto 200

    +18.98 (+4.52%)
  • ^IXIC

    +99.14 (+0.90%)
  • ^FTAS

    +27.58 (+0.70%)

GlobalData Plc: Hygiene Obsession Among Key Household Care Market Trends

  • Oops!
    Something went wrong.
    Please try again later.
·5-min read
In this article:
  • Oops!
    Something went wrong.
    Please try again later.
GlobalData Plc
GlobalData Plc

Concerns surrounding the transmission of COVID-19 have led to an increasingly sterilized society

LONDON, May 31, 2022 (GLOBE NEWSWIRE) -- The household care market saw its biggest annual growth increase between 2019 and 2020 in terms of volume and between 2020 and 2021 in terms of value. This is mostly due to the surge in demands for cleaning and sanitizing products brought about by the outbreak of COVID-19. In household care, it has become more important for products to prevent the spread of germs.

The Top Household Care Market Trends report offered by GlobalData Plc looks at the top trends in the household care sector along with industry overview. It also provides insights on regional outlook and key categories.

Top Household Care Market Trends

  • Eco solutions

  • Hygiene obsession

  • Chemical versus natural

  • Redefining convenience

  • Home and away

The media in recent years has encouraged consumer education about sustainability. Consumers demand a more comprehensive approach with an emphasis on tackling packaging and water waste in the household sector. Today, consumers no longer accept 'greenwashing' or vague messaging from brands because they are aware of how all stages of the supply chain are impacting the planet. Companies must look beyond basic claims and show that they are really trying to improve.

For more insights on top household care market trends, download a free report sample

Household Care Market Segmentation by Region

  • Africa

  • East Europe

  • MENA

  • Asia

  • Latin America

  • West Europe

  • Australasia

  • North America

In terms of market size, most regions are consistent between volume and value in household care. Asia has the largest market share and Africa the smallest. However, while Western Europe and North America have a smaller volume size than Latin America, they have higher value shares, suggesting these regions are more profitable for the industry. Rapid growth can be expected in the next few years in Eastern Europe and Africa as they have the highest value and volume CAGRs of any region.

Household Care Market Analysis, by Region

For more regional insights, download a free report sample

Household Care Market Segmentation by Category

  • Paper products

  • Dishwashing products

  • Bleach

  • General-purpose cleaners

  • Toilet care

  • Textile washing products

  • Air fresheners

  • Insecticides

  • Furniture and floor polishing

  • Shoe polish

  • Scouring products

The categories of paper products and textile washing (laundry care), which are heavily used by consumers, took the lion's share of the household care market value in 2021. Paper products are also forecast to be the fastest-growing category over the 2019-2023 period. Sanitizing-related categories such as bleach and general-purpose cleaners are also forecasted for high rates of growth as consumers continue to be preoccupied with disinfecting and stopping the spread of coronavirus and other germs.

Household Care Market Analysis, by Category

For more category insights, download a free report sample

Leading Household Care Companies

  • Unilever

  • P&G

  • Henkel

  • Reckitt

  • Blueland

  • Kao

  • Swania

  • Roborock

  • Clorox

Unilever has been rolling out refillable packaging trials in UK and Australian supermarkets for brands such as Persil, Surf, and Omo. The company has similar schemes in Mexico and Pakistan but only for personal care brands. The schemes will be scaled up to include more brands and locations. Unilever says it has had a positive consumer response because the refill system is better value for money than single-use products and environmentally friendly.

To know more about leading household care companies, download a free report sample

Household Care Market Overview

Key Regions

Africa, East Europe, MENA, Asia, Latin America, West Europe, Australasia, and North America

Top Trends

Eco Solutions, Hygiene Obsession, Chemical Versus Natural, Redefining Convenience, and Home and Away

Key Categories

Paper Products, Dishwashing Products, Bleach, General-purpose Cleaners, Toilet Care, Textile Washing Products, Air Fresheners, Insecticides, Furniture and Floor Polishing, Shoe Polish, and Scouring Products

Leading Companies

Unilever, P&G, Henkel, Reckitt, Blueland, Kao, Swania, Roborock, and Clorox

Household Care Market Report Scope

  • Key trends include hygiene obsession, sustainability, technology-driven convenience, the balance of natural and chemical formulations, and the pull between comfort and escapism.

  • Household care companies will have to consider how they adhere to these trends within the context of inflationary pressure, increasing ESG restrictions, and the ecommerce boom.

Reasons to Buy

  • Understand multiple themes and company responses in order to tap into what is really impacting the industry.

  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.


Which are the key regions in the household care market?

The key regions in the household care market are Africa, East Europe, MENA, Asia, Latin America, West Europe, Australasia, and North America.

Which are the key categories in the household care market?

The key categories in the household care market are paper products, dishwashing products, bleach, general-purpose cleaners, toilet care, textile washing products, air fresheners, insecticides, furniture and floor polishing, shoe polish, and scouring products.

What are the top trends in the household care market in 2022?

The top household care market trends in 2022 are eco-solutions, hygiene obsession, chemical versus natural, redefining convenience, and home and away.

Which are the leading companies in the household care market?

The leading companies in the household care market are Unilever, P&G, Henkel, Reckitt, Blueland, Kao, Swania, Roborock, and Clorox.

Related Reports

  • Household Care and Laundry Packaging Trends and Future Course – Click here

  • Sterilized Society – Consumer Behavior Case Study – Click here

  • Global Household and Laundry Sector Overview – Market Characteristics and Shopping Behavior driving Innovation in the sector – Click here

  • Category Packaging Opportunities: Household Care and Laundry – Click here

  • Top Trends in Household Care and Laundry Products 2020 – Click here

About us

GlobalData is a leading provider of data, analytics, and insights on the world's largest industries. In an increasingly fast-moving, complex, and uncertain world, it has never been harder for organizations and decision makers to predict and navigate the future. This is why GlobalData's mission is to help our clients to decode the future and profit from faster, more informed decisions. As a leading information services company, thousands of clients rely on GlobalData for trusted, timely, and actionable intelligence. Our solutions are designed to provide a daily edge to professionals within corporations, financial institutions, professional services, and government agencies.

Media Contacts


Mark Jephcott
Head of PR EMEA

+44 (0)207 936 6400

Our goal is to create a safe and engaging place for users to connect over interests and passions. In order to improve our community experience, we are temporarily suspending article commenting