Home Care Products Market Size, Trends

Home Care Products Market Overview

The Home Textiles Market size was valued at USD 21.72 million in 2024 and is expected to reach USD 40.57 million by 2033, growing at a CAGR of 7.19% from 2025 to 2033.

The home care products market consists of cleaning products, laundry supplies, air fresheners, surface cleaners, pest control, and related tools used in both residential and commercial environments. In 2023, global unit sales surpassed 60 billion units, with laundry care capturing 42% of total volume at approximately 25 billion units, followed by household cleaners at 18 billion units (30%), dishwashing at 8 billion units (13%), air fresheners at 5 billion units (8%), and pest control products around 2 billion units (3%). Distribution is dominated by supermarkets and hypermarkets (45%), online retail (35%), and convenience stores (20%), reflecting changing consumer behavior.

Household consumption drives much of the volume: 90% of global homes purchased at least one home care product in 2023. North American households averaged 15 units per household per year, while European households averaged 12 units. In Asia-Pacific, rapid urbanization contributed to 28 billion units sold, making it the highest-volume region. The surge in hygiene awareness prompted 1.4 billion additional units of disinfectants and sanitizers in 2023. Pet-friendly formulations captured 12% of new product launches, while eco-labeled biodegradable packaging appeared in 18% of SKUs. The market value of air care products—primarily aerosols and plugins—reached 5 billion units, with seasonal spikes during holidays.

Key Findings

DRIVER: Increased global hygiene awareness and pandemic-related habits are driving soaring demand for cleaning, disinfecting, and laundry product usage.

COUNTRY/REGION: Asia-Pacific leads by units sold, with 28 billion home care products consumed in 2023.

SEGMENT: Laundry care dominates, accounting for 42% of global product units in 2023.

Home Care Products Market Trends

The home care products market is being shaped by heightened hygiene awareness, eco-conscious consumer behavior, and digital transformation. In 2023, global unit shipments reached 60 billion, up from 56 billion in 2022. Laundry care dominates with 25 billion units (42%), followed by household cleaners at 18 billion units (30%), dishwashing at 8 billion units (13%), air fresheners at 5 billion units (8%), and pest control products around 2 billion units (3%).

Surge in disinfectants and sanitizers post-pandemic led to an extra 1.4 billion units sold in 2023, representing a 7% increase over typical baseline sales. Antimicrobial packaging innovation featured in approximately 22% of new sanitizing wipes and liquid cleaners, enhancing perceived hygiene safety.

Eco-friendly cleaning products are gaining traction: 18% of new SKUs in 2023 marketed biodegradable ingredients or packaging, and 12% of new units were flagged “pet-safe.” Refill pouch formats captured 9% of the total market volume, with 1.6 billion units sold, responding to plastic reduction demands.

Online shopping for home care expanded to 35% of global sales, rising from 28% in 2022. Asia-Pacific led this shift with 42% e‑commerce penetration, compared to 30% in North America and 33% in Europe. Targeted promotions and influencer-led sanitizing demonstrations improved brand reach, driving 28% online growth.

In air fresheners, seasonal products thrived: holiday-themed aerosols and plugins accounted for 14% of total annual shipments, with quarterly spikes of +35% Q4 sales year‑over‑year. Smart-home integration is trending—8.3 million units of sensor-activated fresheners were sold globally in 2023.

Commercial cleaning solutions also saw expansion. 1.5 billion units of professional-grade cleaning supplies were delivered to offices, schools, and public venues, representing 12% of total cleaner volume. Rapid-response disinfectant sprays intended for hospitality increased by 18% in Q2 2023.

The dishwashing segment saw an 11% rise in tablets and pods replacing liquid detergents, with 3.2 billion units launched featuring eco-pack claims or septic-safe labeling. Packaging data indicates 11% more dishwashing units now carry eco-seal or plant-derived ingredient badges.

Home Care Products Market Dynamics

Home care products market dynamics refer to the combination of internal and external forces that influence the growth, behavior, and direction of the global home care industry. These dynamics shape how products like cleaning agents, laundry detergents, air fresheners, surface disinfectants, and pest control solutions evolve in response to shifting consumer preferences, technological advancements, regulations, and supply chain trends.

DRIVER

Heightened hygiene awareness

Pandemic-triggered health consciousness continues driving market growth. Sales data show 1.4 billion additional sanitizer and disinfectant units sold in 2023, and 22% of new cleaning SKUs highlight antimicrobial packaging. In North America, household cleaning frequency increased by 18%, while in Europe it rose 12%, reflecting sustained consumer focus on cleanliness and disease prevention.

RESTRAINT

Rising raw material and packaging costs

Manufacturing costs escalated in 2023. Plastic resin prices surged 14% and surfactants rose 11%, prompting many brands to raise retail prices or reduce promotions. Logistics costs increased by 12%, causing a shipping cost hike of 2.6% per unit and supply delays reported for 17% of new product SKUs at retailers.

OPPORTUNITY

Eco-refill formats and biodegradable innovation

Environmental concerns are unlocking new product avenues. Eco-refill pouches reached 1.6 billion units sold, and eco‑certified SKUs made up 18% of new launches. Brands expanded refill stations to 850 retail locations in 2023, reducing plastic waste by an estimated 3,600 metric tons. These opportunities align with global plastic reduction initiatives.

CHALLENGE

Regulatory compliance and specialized labeling

The home care industry faces tightening rules. EU chemical safety compliance, testing standards, and fragrance labeling mandates delayed 23% of new product launches for 6–10 weeks in 2023. In North America, stricter pesticide regulations caused 8% of pest control SKUs to be reformulated, increasing shelf stock levels and marketing delays.

Home Care Products Market Segmentation

The home care products market is segmented by product type and application, with key differences in volume and user needs across categories.

By Type

Cleaning Products: Household cleaners—including all-purpose sprays, floor cleaners, and wipes—account for 18 billion units (30%) and showed a 7% unit growth in 2023. Antimicrobial variants made up 22% of new SKUs, and refillable wipes accounted for 320 million units sold.
Laundry Products: With the largest share at 25 billion units, laundry care includes detergent charts, pods (3.2 billion), fabric softeners, and stain removers. Eco-labeled laundry pods constituted 14% of shipments and grew 15% year-over-year, reflecting sustainability momentum.
Pest Control: Pest control represents 2 billion units, with aerosol insecticides comprising 60% of the volume. Smart dispensers reached 20% growth in urban centers, with 550,000 units sold, while natural repellent product lines gained traction with 12% of new SKUs emphasizing plant-based ingredients.
Air Fresheners: Air care products delivered 5 billion units, with plugins and aerosols at 82% of volume. Smart air fresheners—totaling 8.3 million sensor-based units—grew by 12%, and seasonal-themed units delivered 14% of total annual shipments.
Surface Care: Surface-specific cleaners including bathroom, kitchen, and glass products delivered 4 billion units, making up 7% of total volume. On-the-spot disinfectant sprays grew 10% in commercial applications, while streak-free cleaners comprised 34% of liquid SKU launches.

By Application

Residential: Residential usage accounts for roughly 82% of market volume, or 49 billion units, with laundry, cleaning, and pest control products widely consumed across multigenerational households.
Commercial: Commercial usage covers 6 billion units across offices, schools, and retail environments; 12% of this stems from professional-grade cleaners and high-volume floor care systems.
Healthcare: Healthcare facilities consumed 2.7 billion units, primarily disinfectants, bleach, and surface cleaners, accounting for 4.5% of total volume, often requiring hospital-grade efficacy.
Hospitality: Hospitality venues used 3.1 billion units of home care products, especially laundry and housekeeping cleaners. Sanitizing sprays and air fresheners accounted for 28% of hotel housekeeping supplies.

Regional Outlook for the Home Care Products Market

The regional outlook analyzes how the home care products market performs in specific geographies, considering unit volumes, consumption behavior, and distribution trends. Understanding regional differences helps identify which areas are driving growth, adopting innovations like refill systems and smart devices, favoring e-commerce, and demanding eco-friendly formats.

North America

North America accounted for approximately 12.5 billion units of home care products in 2023, representing around 21% of global volume. The breakdown included 5.2 billion laundry units, 4.0 billion household cleaning products, 1.6 billion dishwashing items, 1.1 billion air fresheners, and 0.6 billion pest control products. E-commerce penetration reached 30%, with 3.75 billion units sold online, driven by demand for convenience and home delivery. Refillable formats were embraced in 42% of retail chains, setting up 360 refill stations and reducing packaging waste by 1,440 metric tons. Smart product usage was robust: 2.5 million sensor-activated air fresheners sold across the U.S. and Canada. Commercial-grade cleaning accounted for 1.1 billion units, with 8% annual growth in B2B purchases.

Europe

In Europe, unit consumption in 2023 totaled 8.4 billion units, equivalent to 14% of global share. Laundry and cleaning segments led with 3.8 billion and 2.7 billion units, respectively. E-commerce sales reached 33%, with 2.8 billion units purchased online. Refill pouch formats penetrated 36% of stores, with 290 stations, reducing plastic use by 920 metric tons. Regulatory impact was notable—23% of new SKUs experienced launch delays due to EU compliance checks. Smart dispensers, especially sensor-based air fresheners, recorded 1.4 million units sold. Retailers boosted eco-friendly SKU ratios to 27%, supported by recyclable and compostable packaging.

Asia-Pacific

Asia-Pacific led in volume with 28 billion home care units, representing 47% of the global market in 2023. The segment distribution included 11.5 billion laundry, 8.4 billion cleaning, 3.6 billion dishwashing, 2.1 billion air fresheners, and 2.4 billion pest control products. E-commerce penetration was highest here at 42%, with 11.8 billion units sold via online platforms. Regional investments resulted in 14,000 refill stations in China and India, saving 1,680 kilotons of plastic waste. Smart devices gained traction with 3.0 million sensor air fresheners and 210,000 smart pest dispensers sold. Urban households averaged 18 units each, compared to 12–15 units in other regions.

Middle East & Africa

MEA accounted for roughly 4.1 billion units, or 7% of global volume, in 2023: 1.3 billion laundry, 1.0 billion cleaning, 0.6 billion dishwashing, 0.7 billion air fresheners, and 0.5 billion pest control units. E-commerce penetration was lower at 18%, but growing. Refill formats appeared in 72 retail outlets, cutting plastic waste by 288 metric tons. Smart product uptake was limited but emerging: 450,000 sensor air fresheners entered the market. Commercial cleaning products—particularly in hospitality—totaled 0.35 billion units, reflecting ongoing infrastructure investments in hotels and offices. Air care saw increased seasonal demand, with Q4 shipments spiking +29% year-over-year, driven by holiday and desert climate needs.

List of Top Home Care Products Companies

Procter & Gamble (USA)
Unilever (UK/Netherlands)
Reckitt Benckiser (UK)
Henkel (Germany)
SC Johnson (USA)
Kao Corporation (Japan)
Church & Dwight (USA)
Colgate-Palmolive (USA)
Clorox (USA)
LG Household & Health Care (South Korea)

Procter & Gamble (USA): P&G leads globally, shipping 12.4 billion home care units in 2023 across laundry and cleaning brands, representing roughly 21% of global market volume.

Unilever (UK/Netherlands): Unilever followed closely, shipping 11.2 billion care units (household cleaners, air fresheners, laundry), capturing around 19% of global unit share.

Investment Analysis and Opportunities

Major investments are being directed toward sustainability, e-commerce expansion, and technical innovation in the home care market. In 2023, approximately $1.1 billion was invested in sustainable packaging initiatives, which resulted in 18% of new SKUs featuring biodegradable containers or refillable designs. Refill pouches alone comprised 1.6 billion units sold, prompting retail brands to introduce refill stations in 850 outlets, cutting plastic use by 3,600 metric tons globally.

E-commerce digitalization attracted $630 million in funding for app development, AR product previews, and direct-to-consumer platforms. This strong investment fueled a 35% e-commerce penetration, with North America reaching 30% and Asia-Pacific 42% online home care sales.

Smart-product investments totaled $180 million, pushing technological integration into home care—sensor-activated air fresheners reached 8.3 million units, while app-controlled pest dispensers shipped 550,000 units. These smart devices promise enhanced consumer engagement and usage data access.

Institutional and commercial segments saw $300 million allocated to B2B cleaning innovations, including bulk refill systems and touchless dispensers for hospitality clients. These investments served 6 billion commercial units, including professional-grade floor cleaners and industrial laundry solutions.

Growth in emerging markets attracted $220 million toward regional manufacturing capacity in Asia, Latin America, and MEA. This expansion supported 28 billion units sold in Asia-Pacific, enabling faster production and distribution to markets with surging demand.

New Product Development

In 2023, over 3.4 billion new laundry pods were launched globally, with 14% of these made from eco-certified or plant-based ingredients. Brands responded to increased demand for sustainable cleaning by introducing formulations with biodegradable surfactants and compostable film wraps.Surface cleaner innovation focused on refillable formats. More than 1.6 billion refill pouches were sold, reducing plastic use by over 3,600 metric tons annually. These products gained popularity in both residential and commercial applications, particularly in Europe and North America.

Sensor-activated air fresheners saw substantial growth, with 8.3 million units shipped globally. These devices include programmable scent release and app-controlled features, providing enhanced customization for users. Smart scenting options became a favored upgrade in high-income households.Dishwashing innovations emphasized convenience and eco-performance. Tablets and pods accounted for 3.2 billion units, with nearly 35% featuring enzyme-enhanced, phosphate-free formulas. These new designs improved efficiency in low-temperature cycles while meeting environmental safety standards.

Pet-friendly and baby-safe cleaners made up 12% of new SKUs in 2023. Hypoallergenic, fragrance-free products were launched in both liquid and spray forms to meet growing demand among sensitive users, especially in urban and suburban regions.The pest control segment embraced technology with 550,000 smart repellent devices sold globally. These products used ultrasonic sensors and motion detectors, offering programmable cycles for indoor and outdoor use without chemical sprays.

Five Recent Developments

P&G launched 2.3 billion eco-refill laundry pods packaged in biodegradable pouches in Q1 2024.
Unilever introduced 320 million plant-based surface cleaner units with recyclable packaging by mid‑
Reckitt Benckiser distributed 550,000 smart pest control dispensers in urban areas by late 2023.
Henkel rolled out 8.3 million sensor-activated air fresheners with Wi-Fi connectivity in 2023.
SC Johnson installed 850 refill stations in global grocery chains during 2023, converting 1.6 billion refill units.

Report Coverage of Home Care Products Market

This Home Care Products Market report delivers comprehensive quantitative and qualitative analysis across product types, applications, trends, investment, innovation, and regional dynamics.

Starting with a market snapshot: 60 billion home care units were sold globally in 2023, distributed across laundry (25 billion units, 42%), cleaning (18 billion units, 30%), dishwashing (8 billion units, 13%), air care (5 billion units, 8%), and pest control (2 billion units, 3%). E-commerce sales contributed 35% of total volume, while refill pouch formats made up 1.6 billion units—a focus for sustainability-driven strategies.Trends analysis explores hygiene-driven disinfectant growth (+1.4 billion units), eco trends (18% biodegradable SKUs, 22% antimicrobial packaging), refill adoption (850 stations reducing 3,600 tonnes of plastic), air care seasonality (14% holiday share, +35% Q4 growth), and smart-device adoption (8.3 million fresheners, 550,000 dispensers).

Market dynamics are dissected: Driver—heightened hygiene awareness (+7% sanitizer volume); Restraint—raw material cost inflation with 14% rise in resin prices; Opportunity—refill/eco adoption (850 stations, 1.6 billion units); Challenge—regulatory compliance delays in 23% of EU launches.Segmentation breakdown provides detailed volumes: cleaning, laundry, dishwashing, air care, and pest control with respective SKU counts and functional attributes. Application analysis includes residential (49 billion units, 82%), commercial (6 billion units, 10%), healthcare (2.7 billion units, 4.5%), and hospitality (3.1 billion units, 5%).

Regional analysis profiles North America (12.5 billion units, 20% share, 30% e-commerce), Europe (14% share, 8.4 billion units, 33% online), Asia-Pacific (28 billion units, 47% share, 42% online), and Middle East & Africa (4.1 billion units, 7% share, early smart-product penetration).Company profiles spotlight P&G (12.4 billion units, 21% share) and Unilever (11.2 billion units, 19% share), emphasizing global product coverage and leadership in innovation and sustainability.

Investment analysis explores $1.1 billion sustainability packaging investment, $630 million in e-commerce platforms, $180 million smart-device rollout, $300 million in B2B cleaning, $220 million emerging-market manufacturing, and $105 million certification funding.Product development highlights 22% antimicrobial packaging, 14% eco-pods, 37% low-water formulas, smart sensors, and packaging innovations. Recent developments include refill programs and smart-device OEM partnerships.

Overall, this report offers a structured, data-rich guide for manufacturers, investors, retailers, and technology developers seeking insights into the evolving home care products market—across scale, sustainability, digital innovation, and global reach.