PUBLISHER: Stratistics Market Research Consulting | PRODUCT CODE: 1462630
PUBLISHER: Stratistics Market Research Consulting | PRODUCT CODE: 1462630
Natural Household Cleaners Market Forecasts to 2030 - Global Analysis By Type (Surface Cleaners, Fabric Cleaners and Other Types), Distribution Channel (Convenience Stores, Online and Other Distribution Channels), Application and By Geography
According to Stratistics MRC, the Global Natural Household Cleaners Market is accounted for $5.90 billion in 2023 and is expected to reach $14.32 billion by 2030 growing at a CAGR of 13.50% during the forecast period. Natural household cleaners are eco-friendly alternatives to traditional chemical-based cleaning products. Made from natural ingredients like vinegar, baking soda, lemon juice, and essential oils, these cleaners are effective at removing dirt, grime, and stains without leaving harmful residues. They are safe for use around children, pets, and individuals with sensitivities to harsh chemicals.
According to a report published by The Wall Street Journal, in March 2019, Amazon is launching a new brand for grocery stores across major cities in the U.S. for gaining a larger industry share.
Market Dynamics:
Driver:
Rise of green living trends
The rise of green living trends has been a significant driver of the natural household cleaner market. Consumers are increasingly prioritizing eco-friendly products that minimize harm to the environment and promote sustainability. This shift in consumer behavior is fueled by growing awareness of the harmful effects of traditional cleaning chemicals on health and the planet. Natural household cleaners, formulated with biodegradable ingredients and free from harsh chemicals, appeal to environmentally conscious consumers seeking safer alternatives. Additionally, as more people embrace eco-friendly lifestyles, demand for natural household cleaners continues to grow, driving innovation and market expansion in this sector.
Restraint:
Limited availability
The Limited Availability often refers to the challenge of inconsistent product availability due to factors like limited distribution channels, supply chain disruptions, and seasonal variations in raw material sourcing. This constraint often arises because natural cleaners rely on environmentally friendly ingredients, which might be scarcer or subject to fluctuations in availability compared to conventional alternatives. Consequently, consumers may encounter difficulties in finding their preferred natural cleaning products consistently, leading to potential dissatisfaction and reduced brand loyalty.
Opportunity:
Education and marketing
Educationally, consumers increasingly seek information about the environmental and health impacts of traditional cleaning products, creating a demand for awareness campaigns highlighting the benefits of natural alternatives. Marketing-wise, there's a chance to capitalize on this growing interest by promoting the effectiveness, safety, and sustainability of natural cleaners through targeted advertising, social media engagement, and influencer partnerships. Additionally, emphasizing the ingredients' origins and eco-friendly packaging can further appeal to environmentally conscious consumers, enhancing brand loyalty and market share in this rapidly expanding sector.
Threat:
Competition from conventional cleaners
Conventional cleaners, often backed by established brands and extensive marketing budgets, have a stronghold on consumer preferences. Their wide availability and perceived effectiveness can deter consumers from exploring natural alternatives. Additionally, pricing disparities may dissuade price-sensitive consumers from opting for natural cleaners. To counter this threat, natural cleaner companies must emphasize their eco-friendly benefits, safety advantages, and effectiveness in order to carve out a niche in the market.
Covid-19 Impact:
The COVID-19 pandemic has significantly impacted the natural household cleaner market as consumers increasingly prioritize cleanliness and hygiene. With a heightened awareness of health and environmental concerns, there's been a surge in demand for eco-friendly cleaning products. Natural cleaners, boasting non-toxic ingredients and sustainable packaging, have gained traction as people seek safer alternatives. This trend is driven by a growing emphasis on health-conscious living and a desire to minimize exposure to harmful chemicals. As a result, manufacturers of natural household cleaners have experienced increased sales and expanded market share, reflecting a shift towards more sustainable and health-oriented consumer choices amidst the pandemic.
The surface cleaners segment is expected to be the largest during the forecast period
The Surface Cleaners segment in the market has experienced notable growth due to increased consumer awareness of environmental sustainability and health concerns. Surface cleaners, being a fundamental component of household cleaning routines, have seen a surge in demand for natural alternatives. Moreover, advancements in formulation technologies have led to the development of highly effective natural surface cleaners, offering performance comparable to conventional chemical-based products. This has boosted consumer confidence in natural options. Furthermore, the expansion of distribution channels, including online platforms and specialty stores dedicated to eco-friendly products, has made natural surface cleaners more accessible to consumers.
The bathroom segment is expected to have the highest CAGR during the forecast period
The bathroom segment has experienced notable growth due to growing awareness among consumers regarding the harmful effects of conventional cleaning chemicals, leading to a shift towards eco-friendly alternatives, particularly in bathrooms. The rise in eco-conscious consumer behaviour and a preference for sustainable products have boosted demand for natural cleaners tailored specifically for bathroom surfaces. Manufacturers have responded by innovating formulations that effectively tackle tough bathroom stains while being biodegradable and non-toxic.
Region with largest share:
The growth of the natural household cleaner market in North America has been driven by increasing awareness among consumers regarding the harmful effects of conventional cleaning products on health and the environment. This trend is further bolstered by a growing preference for eco-friendly and sustainable products. Additionally, regulatory initiatives promoting the use of environmentally friendly ingredients have created a conducive environment for market expansion. The COVID-19 pandemic also played a role, as consumers sought out safer cleaning options to maintain hygiene in their homes. Furthermore, the presence of key players focusing on product innovation and marketing strategies has contributed to the robust growth of the market in North America.
Region with highest CAGR:
The Asia-Pacific region has witnessed significant growth due to awareness about the harmful effects of chemical-based cleaners on health has driven consumers towards safer alternatives. Additionally, rising disposable incomes and changing lifestyles have fueled demand for eco-friendly products. Governments' initiatives promoting sustainability and environmental conservation have further boosted the market. Innovative product formulations and effective marketing strategies have also contributed to the market's expansion. In addition, expanding knowledge of healthy living among the general population and stringent government laws addressing potentially hazardous chemicals are driving consumer preference toward more environmentally friendly products such as natural household cleaners.
Key players in the market
Some of the key players in Natural Household Cleaners market include Godrej Consumer Products Limited, Henkel AG & Company, KGaA, Kao Corporation, Midea Group, Reckitt Benckiser Group plc, S. C. Johnson & Son, Inc., The Clorox Company, The Honest Company, The Procter & Gamble Company and Unilever.
Key Developments:
In December 2023, Unilever announced it has signed an agreement to acquire the premium biotech haircare brand K18. This marks another step in the optimisation of Unilever's portfolio towards higher growth areas. Founded in 2020 by Suveen Sahib and Britta Cox, K18 is a fast-growing brand that sits at the intersection of beauty and biotechnology. It has been a pioneer of using social media to educate and engage consumers about the science of hair.
In December 2023, Tinuiti has officially expanded its scope of work with The Honest Company Inc. a digitally-native consumer products company dedicated to creating clean- and sustainably-designed products. As The Honest Company's official Paid Media Agency, Tinuiti currently oversees the business' Paid Search, Shoppable Media, Paid Social, Affiliate, Marketplaces, and Analytics.
Types Covered:
- Surface Cleaners
- Fabric Cleaners
- Glass Cleaners
- Other Types
Distribution Channels Covered:
- Convenience Stores
- Online
- Supermarkets/Hypermarkets
- Other Distribution Channels
Applications Covered:
- Kitchen
- Bathroom
- Other Applications
Regions Covered:
- North America
- US
- Canada
- Mexico
- Europe
- Germany
- UK
- Italy
- France
- Spain
- Rest of Europe
- Asia Pacific
- Japan
- China
- India
- Australia
- New Zealand
- South Korea
- Rest of Asia Pacific
- South America
- Argentina
- Brazil
- Chile
- Rest of South America
- Middle East & Africa
- Saudi Arabia
- UAE
- Qatar
- South Africa
- Rest of Middle East & Africa
What our report offers:
- Market share assessments for the regional and country-level segments
- Strategic recommendations for the new entrants
- Covers Market data for the years 2021, 2022, 2023, 2026, and 2030
- Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
- Strategic recommendations in key business segments based on the market estimations
- Competitive landscaping mapping the key common trends
- Company profiling with detailed strategies, financials, and recent developments
- Supply chain trends mapping the latest technological advancements
Free Customization Offerings:
All the customers of this report will be entitled to receive one of the following free customization options:
- Company Profiling
- Comprehensive profiling of additional market players (up to 3)
- SWOT Analysis of key players (up to 3)
- Regional Segmentation
- Market estimations, Forecasts and CAGR of any prominent country as per the client's interest (Note: Depends on feasibility check)
- Competitive Benchmarking
- Benchmarking of key players based on product portfolio, geographical presence, and strategic alliances
Table of Contents
1 Executive Summary
2 Preface
- 2.1 Abstract
- 2.2 Stake Holders
- 2.3 Research Scope
- 2.4 Research Methodology
- 2.4.1 Data Mining
- 2.4.2 Data Analysis
- 2.4.3 Data Validation
- 2.4.4 Research Approach
- 2.5 Research Sources
- 2.5.1 Primary Research Sources
- 2.5.2 Secondary Research Sources
- 2.5.3 Assumptions
3 Market Trend Analysis
- 3.1 Introduction
- 3.2 Drivers
- 3.3 Restraints
- 3.4 Opportunities
- 3.5 Threats
- 3.6 Application Analysis
- 3.7 Emerging Markets
- 3.8 Impact of Covid-19
4 Porters Five Force Analysis
- 4.1 Bargaining power of suppliers
- 4.2 Bargaining power of buyers
- 4.3 Threat of substitutes
- 4.4 Threat of new entrants
- 4.5 Competitive rivalry
5 Global Natural Household Cleaners Market, By Type
- 5.1 Introduction
- 5.2 Surface Cleaners
- 5.3 Fabric Cleaners
- 5.4 Glass Cleaners
- 5.5 Other Types
6 Global Natural Household Cleaners Market, By Distribution Channel
- 6.1 Introduction
- 6.2 Convenience Stores
- 6.3 Online
- 6.4 Supermarkets/Hypermarkets
- 6.5 Other Distribution Channels
7 Global Natural Household Cleaners Market, By Application
- 7.1 Introduction
- 7.2 Kitchen
- 7.3 Bathroom
- 7.4 Other Applications
8 Global Natural Household Cleaners Market, By Geography
- 8.1 Introduction
- 8.2 North America
- 8.2.1 US
- 8.2.2 Canada
- 8.2.3 Mexico
- 8.3 Europe
- 8.3.1 Germany
- 8.3.2 UK
- 8.3.3 Italy
- 8.3.4 France
- 8.3.5 Spain
- 8.3.6 Rest of Europe
- 8.4 Asia Pacific
- 8.4.1 Japan
- 8.4.2 China
- 8.4.3 India
- 8.4.4 Australia
- 8.4.5 New Zealand
- 8.4.6 South Korea
- 8.4.7 Rest of Asia Pacific
- 8.5 South America
- 8.5.1 Argentina
- 8.5.2 Brazil
- 8.5.3 Chile
- 8.5.4 Rest of South America
- 8.6 Middle East & Africa
- 8.6.1 Saudi Arabia
- 8.6.2 UAE
- 8.6.3 Qatar
- 8.6.4 South Africa
- 8.6.5 Rest of Middle East & Africa
9 Key Developments
- 9.1 Agreements, Partnerships, Collaborations and Joint Ventures
- 9.2 Acquisitions & Mergers
- 9.3 New Product Launch
- 9.4 Expansions
- 9.5 Other Key Strategies
10 Company Profiling
- 10.1 Godrej Consumer Products Limited
- 10.2 Henkel AG & Company, KGaA
- 10.3 Kao Corporation
- 10.4 Midea Group
- 10.5 Reckitt Benckiser Group plc
- 10.6 S. C. Johnson & Son, Inc.
- 10.7 The Clorox Company
- 10.8 The Honest Company
- 10.9 The Procter & Gamble Company
- 10.10 Unilever
List of Tables
- Table 1 Global Natural Household Cleaners Market Outlook, By Region (2021-2030) ($MN)
- Table 2 Global Natural Household Cleaners Market Outlook, By Type (2021-2030) ($MN)
- Table 3 Global Natural Household Cleaners Market Outlook, By Surface Cleaners (2021-2030) ($MN)
- Table 4 Global Natural Household Cleaners Market Outlook, By Fabric Cleaners (2021-2030) ($MN)
- Table 5 Global Natural Household Cleaners Market Outlook, By Glass Cleaners (2021-2030) ($MN)
- Table 6 Global Natural Household Cleaners Market Outlook, By Other Types (2021-2030) ($MN)
- Table 7 Global Natural Household Cleaners Market Outlook, By Distribution Channel (2021-2030) ($MN)
- Table 8 Global Natural Household Cleaners Market Outlook, By Convenience Stores (2021-2030) ($MN)
- Table 9 Global Natural Household Cleaners Market Outlook, By Online (2021-2030) ($MN)
- Table 10 Global Natural Household Cleaners Market Outlook, By Supermarkets/Hypermarkets (2021-2030) ($MN)
- Table 11 Global Natural Household Cleaners Market Outlook, By Other Distribution Channels (2021-2030) ($MN)
- Table 12 Global Natural Household Cleaners Market Outlook, By Application (2021-2030) ($MN)
- Table 13 Global Natural Household Cleaners Market Outlook, By Kitchen (2021-2030) ($MN)
- Table 14 Global Natural Household Cleaners Market Outlook, By Bathroom (2021-2030) ($MN)
- Table 15 Global Natural Household Cleaners Market Outlook, By Other Applications (2021-2030) ($MN)
- Table 16 North America Natural Household Cleaners Market Outlook, By Country (2021-2030) ($MN)
- Table 17 North America Natural Household Cleaners Market Outlook, By Type (2021-2030) ($MN)
- Table 18 North America Natural Household Cleaners Market Outlook, By Surface Cleaners (2021-2030) ($MN)
- Table 19 North America Natural Household Cleaners Market Outlook, By Fabric Cleaners (2021-2030) ($MN)
- Table 20 North America Natural Household Cleaners Market Outlook, By Glass Cleaners (2021-2030) ($MN)
- Table 21 North America Natural Household Cleaners Market Outlook, By Other Types (2021-2030) ($MN)
- Table 22 North America Natural Household Cleaners Market Outlook, By Distribution Channel (2021-2030) ($MN)
- Table 23 North America Natural Household Cleaners Market Outlook, By Convenience Stores (2021-2030) ($MN)
- Table 24 North America Natural Household Cleaners Market Outlook, By Online (2021-2030) ($MN)
- Table 25 North America Natural Household Cleaners Market Outlook, By Supermarkets/Hypermarkets (2021-2030) ($MN)
- Table 26 North America Natural Household Cleaners Market Outlook, By Other Distribution Channels (2021-2030) ($MN)
- Table 27 North America Natural Household Cleaners Market Outlook, By Application (2021-2030) ($MN)
- Table 28 North America Natural Household Cleaners Market Outlook, By Kitchen (2021-2030) ($MN)
- Table 29 North America Natural Household Cleaners Market Outlook, By Bathroom (2021-2030) ($MN)
- Table 30 North America Natural Household Cleaners Market Outlook, By Other Applications (2021-2030) ($MN)
- Table 31 Europe Natural Household Cleaners Market Outlook, By Country (2021-2030) ($MN)
- Table 32 Europe Natural Household Cleaners Market Outlook, By Type (2021-2030) ($MN)
- Table 33 Europe Natural Household Cleaners Market Outlook, By Surface Cleaners (2021-2030) ($MN)
- Table 34 Europe Natural Household Cleaners Market Outlook, By Fabric Cleaners (2021-2030) ($MN)
- Table 35 Europe Natural Household Cleaners Market Outlook, By Glass Cleaners (2021-2030) ($MN)
- Table 36 Europe Natural Household Cleaners Market Outlook, By Other Types (2021-2030) ($MN)
- Table 37 Europe Natural Household Cleaners Market Outlook, By Distribution Channel (2021-2030) ($MN)
- Table 38 Europe Natural Household Cleaners Market Outlook, By Convenience Stores (2021-2030) ($MN)
- Table 39 Europe Natural Household Cleaners Market Outlook, By Online (2021-2030) ($MN)
- Table 40 Europe Natural Household Cleaners Market Outlook, By Supermarkets/Hypermarkets (2021-2030) ($MN)
- Table 41 Europe Natural Household Cleaners Market Outlook, By Other Distribution Channels (2021-2030) ($MN)
- Table 42 Europe Natural Household Cleaners Market Outlook, By Application (2021-2030) ($MN)
- Table 43 Europe Natural Household Cleaners Market Outlook, By Kitchen (2021-2030) ($MN)
- Table 44 Europe Natural Household Cleaners Market Outlook, By Bathroom (2021-2030) ($MN)
- Table 45 Europe Natural Household Cleaners Market Outlook, By Other Applications (2021-2030) ($MN)
- Table 46 Asia Pacific Natural Household Cleaners Market Outlook, By Country (2021-2030) ($MN)
- Table 47 Asia Pacific Natural Household Cleaners Market Outlook, By Type (2021-2030) ($MN)
- Table 48 Asia Pacific Natural Household Cleaners Market Outlook, By Surface Cleaners (2021-2030) ($MN)
- Table 49 Asia Pacific Natural Household Cleaners Market Outlook, By Fabric Cleaners (2021-2030) ($MN)
- Table 50 Asia Pacific Natural Household Cleaners Market Outlook, By Glass Cleaners (2021-2030) ($MN)
- Table 51 Asia Pacific Natural Household Cleaners Market Outlook, By Other Types (2021-2030) ($MN)
- Table 52 Asia Pacific Natural Household Cleaners Market Outlook, By Distribution Channel (2021-2030) ($MN)
- Table 53 Asia Pacific Natural Household Cleaners Market Outlook, By Convenience Stores (2021-2030) ($MN)
- Table 54 Asia Pacific Natural Household Cleaners Market Outlook, By Online (2021-2030) ($MN)
- Table 55 Asia Pacific Natural Household Cleaners Market Outlook, By Supermarkets/Hypermarkets (2021-2030) ($MN)
- Table 56 Asia Pacific Natural Household Cleaners Market Outlook, By Other Distribution Channels (2021-2030) ($MN)
- Table 57 Asia Pacific Natural Household Cleaners Market Outlook, By Application (2021-2030) ($MN)
- Table 58 Asia Pacific Natural Household Cleaners Market Outlook, By Kitchen (2021-2030) ($MN)
- Table 59 Asia Pacific Natural Household Cleaners Market Outlook, By Bathroom (2021-2030) ($MN)
- Table 60 Asia Pacific Natural Household Cleaners Market Outlook, By Other Applications (2021-2030) ($MN)
- Table 61 South America Natural Household Cleaners Market Outlook, By Country (2021-2030) ($MN)
- Table 62 South America Natural Household Cleaners Market Outlook, By Type (2021-2030) ($MN)
- Table 63 South America Natural Household Cleaners Market Outlook, By Surface Cleaners (2021-2030) ($MN)
- Table 64 South America Natural Household Cleaners Market Outlook, By Fabric Cleaners (2021-2030) ($MN)
- Table 65 South America Natural Household Cleaners Market Outlook, By Glass Cleaners (2021-2030) ($MN)
- Table 66 South America Natural Household Cleaners Market Outlook, By Other Types (2021-2030) ($MN)
- Table 67 South America Natural Household Cleaners Market Outlook, By Distribution Channel (2021-2030) ($MN)
- Table 68 South America Natural Household Cleaners Market Outlook, By Convenience Stores (2021-2030) ($MN)
- Table 69 South America Natural Household Cleaners Market Outlook, By Online (2021-2030) ($MN)
- Table 70 South America Natural Household Cleaners Market Outlook, By Supermarkets/Hypermarkets (2021-2030) ($MN)
- Table 71 South America Natural Household Cleaners Market Outlook, By Other Distribution Channels (2021-2030) ($MN)
- Table 72 South America Natural Household Cleaners Market Outlook, By Application (2021-2030) ($MN)
- Table 73 South America Natural Household Cleaners Market Outlook, By Kitchen (2021-2030) ($MN)
- Table 74 South America Natural Household Cleaners Market Outlook, By Bathroom (2021-2030) ($MN)
- Table 75 South America Natural Household Cleaners Market Outlook, By Other Applications (2021-2030) ($MN)
- Table 76 Middle East & Africa Natural Household Cleaners Market Outlook, By Country (2021-2030) ($MN)
- Table 77 Middle East & Africa Natural Household Cleaners Market Outlook, By Type (2021-2030) ($MN)
- Table 78 Middle East & Africa Natural Household Cleaners Market Outlook, By Surface Cleaners (2021-2030) ($MN)
- Table 79 Middle East & Africa Natural Household Cleaners Market Outlook, By Fabric Cleaners (2021-2030) ($MN)
- Table 80 Middle East & Africa Natural Household Cleaners Market Outlook, By Glass Cleaners (2021-2030) ($MN)
- Table 81 Middle East & Africa Natural Household Cleaners Market Outlook, By Other Types (2021-2030) ($MN)
- Table 82 Middle East & Africa Natural Household Cleaners Market Outlook, By Distribution Channel (2021-2030) ($MN)
- Table 83 Middle East & Africa Natural Household Cleaners Market Outlook, By Convenience Stores (2021-2030) ($MN)
- Table 84 Middle East & Africa Natural Household Cleaners Market Outlook, By Online (2021-2030) ($MN)
- Table 85 Middle East & Africa Natural Household Cleaners Market Outlook, By Supermarkets/Hypermarkets (2021-2030) ($MN)
- Table 86 Middle East & Africa Natural Household Cleaners Market Outlook, By Other Distribution Channels (2021-2030) ($MN)
- Table 87 Middle East & Africa Natural Household Cleaners Market Outlook, By Application (2021-2030) ($MN)
- Table 88 Middle East & Africa Natural Household Cleaners Market Outlook, By Kitchen (2021-2030) ($MN)
- Table 89 Middle East & Africa Natural Household Cleaners Market Outlook, By Bathroom (2021-2030) ($MN)
- Table 90 Middle East & Africa Natural Household Cleaners Market Outlook, By Other Applications (2021-2030) ($MN)
