The household cleaning products are chemical-based products used to clean or disinfect floor, toilet, kitchen and other parts of the house from viruses, bacteria, fungus and remove or cloak unpleasant smell. Disinfectants and cleaners were earlier used only in hospitals, clinics, and other public places, but due to growing awareness towards hygiene, most of the population started using household cleaning products. Household cleaning products provide more cleaning and destroy germs compared to normal cleaning products. The increasing rate of urbanization and changes in lifestyle, owing to rising disposable incomes boosted by improved sanitation standards, are likely to positively impact the market’s growth in the forecast period.
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Market Dynamics
Many consumers are moving towards green and natural products as they are eco-friendly and gentle for the skin and the environment. Nowadays, the demand for natural and green products is high worldwide, and the demand for green cleaning products has propelled the growth of the industry. The rising environmental issues are playing a major role in the increasing demand for green and natural products. People are willing to pay more money for natural and organic products to save the environment. Thus, it has become a huge game-changer for this market. It is also predicted that the usage of harsh chemical products will reduce soon, as people are willing to spend hours cleaning their homes and willing to pay more for the right kind of product.
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Segment Analysis
Clothes need to be washed often & wearing clean clothes is considered to be a hygienic habit. Thus, with the increasing healthcare awareness, the segment is expected to dominate the market during the forecast period. Detergents help to loosen dirt, stain marks, which cannot be solely done with water. It loses the bond of dirt or stains from cloth, breaks it up, and washes it away. Laundry bars are also used in most parts of the world to wash laundry by hand or treat small strains as efficient, affordable, and travel-friendly. Also, product innovation is creating a positive outlook for the growth of this segment in upcoming years. Unilever Group announced future strategies to eliminate fossil fuel ingredients from cleaning products by the end of 2030. Moreover, in April 2021, the company, in association with LanzaTech and India Glycol, launched the first global laundry capsule derived from industrial carbon emissions.
Competitive Landscape
The global household cleaning products market is highly segregated with many players, including Colgate-Palmolive Company, S. C. Johnson & Son, Inc., Reckitt Benckiser Group PLC., Procter & Gamble, and Godrej Consumer Products Limited, among others. Launch of new household cleaning products and acquisition of smaller companies are the key strategies followed by key players to enhance their market presence. Companies such as the Reckitt Benckiser Group, Henkel, P&G are investing in launching new products in the market. For instance, in January 2020, the Reckitt Benckiser Group launched a new variant of disinfectant under its most popular Lizol brand in India. This product is specially designed to clean cement floors.
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