Global Natural Household Cleaners Market by Product (Glass, Surface) and Region (North America, Latin America, Europe, Asia Pacific and Middle East & Africa), Forecast To 2028

Summary of the Report

In 2018, the global market for natural household cleaners was worth USD 3.7 billion. The market is expected to grow due to rising awareness about hygiene and health, as well as the environmental impacts of cleaning products.

These products are also made from natural ingredients such as vinegar, natural salt and oils. This helps to limit toxic substances being mixed in an open environment. These products are skin-friendly, which has led to increased use in many areas.

The number of chronic diseases has increased due to the excessive use of household cleaners such as floor, fabric, or glass cleaners in recent years. Harmful chemicals in cleaners were absorbed into skin and inhaled. This can lead to chronic diseases such as asthma and skin irritation. The American Thoracic Society's American Journal of Respiratory and Critical Care Medicine published a report in 2018 stating that the chemicals in cleaning products were very dangerous to human health. The chemicals can cause lung damage similar to 20 cigarettes per day. Natural cleaning products have been preferred due to these side effects.

There has been a surge in demand for natural products that have antimicrobial or disinfectant properties due to rising concerns about germs, viruses, and bacteria in our living spaces. Additionally, governments around the world are taking steps to reduce or eliminate harmful chemicals in household cleaning products.

In March 2015, for example, the United States Environmental Protection Agency implemented changes to Toxic Substances Control Act. They also banned certain classes of hazardous chemicals from household cleaning products. These initiatives will be a major driver for home care companies to spend more on natural cleaners.

Product Insights

Surface cleaners accounted for more than 50% of the total product market in 2018, with a share exceeding 50.0%. Surface cleaners are in high demand due to the increased risk of infection and spreading bacterial diseases from contaminated floors and surfaces. Manufacturers are working hard to meet the growing demand for natural cleaners. They have launched new products, introduced technology innovation and expanded their production capacity.

Saje Natural Business, a pioneer in the manufacture of plant-based products, launched a line of home cleaning products in April 2018. These products include multi-purpose cleaners, glass cleaners, tub and tile cleaners, dish soap, biodegradable cloths and fabric cleaners. The company is committed to providing natural products that promote hygiene and good health for customers.

Application Insights

From 2019 to 2025, the kitchen application market is expected to experience the fastest CAGR at 11.3%. Reckitt Benckiser Plc, Henkel Ag & Co. Kgaa and Unilever are some of the major manufacturers that have launched new products to meet increasing demand for natural kitchen cleaners.

Target Corporation, one the world's largest retailers, launched a line of natural, sustainable and clean products in April 2019. These included dish soap, fabric detergent and paper towels. It is now focusing on sustainable products under one its private labels.

Distribution Channel Insights

The fastest-growing segment is online distribution, with a CAGR at 11.6% between 2018 and 2025. This is due to the convenience and ease of shopping. Online platforms like social media and Google ads play an important role in changing consumer preferences to purchase snacks via e-commerce platforms like Amazon, Walmart, Auchan Grofers and Rakuten. The growth of the online market will be fueled by the increasing penetration of smartphones and high-speed internet.

Due to the huge potential of India's market, online grocery businesses are booming in India. In India, e-commerce companies and retailers such as Amazon, Walmart, Alibaba, Amazon, and Amazon are looking to expand their presence in order gain a competitive advantage in the natural cleaners market. In September 2018, India's largest online grocery company, Grofers, and BigBasket, were looking to merge their investors, SoftBank Holding and Alibaba Group Holding.

The supermarkets/hypermarkets segment was the largest distribution channel in 2018, accounting for 62.5% of the global revenue. In developing countries like India, Thailand and Indonesia, unorganized retail is a key channel for distribution. Very few producers sell directly to consumers. Amway is the largest direct seller of household and personal care products including cleaning products.

According to The Wall Street Journal, Amazon will launch a new brand in March 2019 for grocery stores in major U.S. cities. This is in an effort to increase its market share. The company has signed leases for the stores which suggests that the store could open in a few months.

Regional Insights

Europe was the largest market with a share exceeding 30.0% in 2018. This is due to heightened consumer awareness about the health and environmental effects of cleaning products from countries like France, U.K. and Germany. The certification is mandatory because natural products are increasingly being offered by companies in these countries.

Asia Pacific is home to India and China, the two largest countries in the world. Due to growing hygiene and cleanliness, major as well as local manufacturers are creating new products to meet the demand. Netsurf Network, an India-based direct seller of personal and home care products, released a natural, non-toxic, multi-purpose cleaner and fabric wash in March 2018. Over the forecast period, these new product launches will open up new opportunities for natural products.

Market Share Insights & Key Companies

The market is somewhat consolidated due to strong foreign players such as Reckitt Benckiser Group Plc and Henkel Ag & Co. Kgaa. AlEn USA and Netsurf Network are also entering the market, offering innovative product development at affordable prices.

To gain maximum customer base, manufacturers are embracing market strategies that include celebrity endorsements, new product launches, technological advancements, expanding distribution channels, mergers & acquisitions, and even celebrity endorsements. Reckitt Benckiser Group Plc launched the 'Lizol Kitchen" germ-busting kitchen products campaign in August 2018.

These initiatives will likely provide new opportunities for the product in the future. To gain maximum market share, manufacturers will likely focus on technology improvements to cater to developing countries and untapped markets.

Natural Household Cleaners Market Report Scope

The Report Covers Certain Segments

This report forecasts revenue growth at both the country and regional levels. It also provides analysis of industry trends for each sub-segment from 2015 to 2025. Grand View Research has divided the global natural cleaners market report by product, application and distribution channel.

• Product Outlook (Revenue USD Million, 2015-2025)

  • Surface cleaners

  • Glass cleaners

  • Fabric cleaners

• Application Outlook (Revenue USD Million, 2015-2025)

  • Bathroom

  • Kitchen

  • Other

• Distribution Channel Outlook (Revenue USD Million, 2015-2025)

  • Supermarkets/Hypermarkets

  • Convenience Stores

  • Online

• Regional Outlook (Revenue USD Million, 2015-2025)

  • North America

    • The U.S.

  • Europe

    • The U.K.

    • Germany

    • France

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa

These are the most frequently asked questions about this report

b. The market for natural household cleaners in the world was valued at USD 4.12 Billion in 2019, and is forecast to grow to USD 4.57 Billion by 2020.

b. Global natural household cleaners market will grow at a compound annual rate of 11.1% between 2019 and 2025, reaching USD 7.76 billion in 2025.

b. With a 32.8% share in 2019, Europe was the dominant market for natural household cleaners. This can be attributed to a rise in consumer awareness about health, hygiene and the harmful environmental effects of traditional cleaners across the region.

b. Reckitt Benckiser Group Plc and Henkel Ag & Co. Kgaa are some of the key players in natural household cleaners.

b. The market for natural household cleaners is growing due to rising consumer spending on household care and hygiene products and increasing demand for chemical-free cleaning products.

Up Market Research published a new report titled “Natural Household Cleaners Market research report which is segmented by Product (Glass, Surface), By Players/Companies The Procter & Gamble Company, Henkel Ag & Co Kgaa, Unilever, Reckitt Benckiser Group Plc”. As per the study the market is expected to grow at a CAGR of XX% in the forecast period.

The report covers comprehensive data on emerging trends, market drivers, growth opportunities, and restraints that can change the market dynamics of the industry. It provides an in-depth analysis of the market segments which include products, applications, and competitor analysis.

Global Natural Household Cleaners Market Report Segments:

The market is segmented by Product (Glass, Surface).

Natural Household Cleaners Market research report delivers a close watch on leading competitors with strategic analysis, micro and macro market trend and scenarios, pricing analysis and a holistic overview of the market situations in the forecast period. It is a professional and a detailed report focusing on primary and secondary drivers, market share, leading segments and geographical analysis. Further, key players, major collaborations, merger & acquisitions along with trending innovation and business policies are reviewed in the report.

Key Benefits for Industry Participants & Stakeholders:

• Industry drivers, restraints, and opportunities covered in the study
• Neutral perspective on the market performance
• Recent industry trends and developments
• Competitive landscape & strategies of key players
• Potential & niche segments and regions exhibiting promising growth covered
• Historical, current, and projected market size, in terms of value
• In-depth analysis of the Natural Household Cleaners Market

Overview of the regional outlook of the Natural Household Cleaners Market:

Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa (MEA). North America region is further bifurcated into countries such as U.S., and Canada. The Europe region is further categorized into U.K., France, Germany, Italy, Spain, Russia, and Rest of Europe. Asia Pacific is further segmented into China, Japan, South Korea, India, Australia, South East Asia, and Rest of Asia Pacific. Latin America region is further segmented into Brazil, Mexico, and Rest of Latin America, and the MEA region is further divided into GCC, Turkey, South Africa, and Rest of MEA.

Highlights of The Natural Household Cleaners Market Report:

1. The market structure and projections for the coming years.
2. Drivers, restraints, opportunities, and current trends of Natural Household Cleaners Market.
3. Historical data and forecast.
4. Estimations for the forecast period 2028.
5. Developments and trends in the market.

                1. Glass

                2. Surface

7. Market scenario by region, sub-region, and country.
8. Market share of the market players, company profiles, product specifications, SWOT analysis, and competitive landscape.
9. Analysis regarding upstream raw materials, downstream demand, and current market dynamics.
10. Government Policies, Macro & Micro economic factors are also included in the report.

We have studied the Natural Household Cleaners Market in 360 degrees via. both primary & secondary research methodologies. This helped us in building an understanding of the current market dynamics, supply-demand gap, pricing trends, product preferences, consumer patterns & so on. The findings were further validated through primary research with industry experts & opinion leaders across countries. The data is further compiled & validated through various market estimation & data validation methodologies. Further, we also have our in-house data forecasting model to predict market growth up to 2028.

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Reasons to Purchase the Natural Household Cleaners Market Report:

• The report includes a plethora of information such as market dynamics scenario and opportunities during the forecast period
• Segments and sub-segments include quantitative, qualitative, value (USD Million,) and volume (Units Million) data.
• Regional, sub-regional, and country level data includes the demand and supply forces along with their influence on the market.
• The competitive landscape comprises share of key players, new developments, and strategies in the last three years.
• Comprehensive companies offering products, relevant financial information, recent developments, SWOT analysis, and strategies by these players.