Natural Household Cleaners Market, By Product Type (Surface Cleaner, Glass Cleaner, Toilet Bowl Cleaner, and Other Product Types), By Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Online Retail Stores, and Other Distribution Channels), and By Region (North America, Europe, Asia Pacific, Latin America, and Middle East & Africa) - Market Trends, Analysis, and Forecast till 2030

Natural household cleaner market accounted for US$ 4.65 billion in 2020 and is estimated to be US$ 13.83 billion by 2030 and is anticipated to register a CAGR of 11.5%.

The market is experiencing growth in the popularity of natural and plant-based household cleaning products. Key players are incorporating natural ingredients such as plant extracts and natural fragrance oils in products such as dishwashing detergents. These products are also free from harmful chemicals, alcohol, and other toxic substances. With rising awareness about the use of eco-friendly products among individuals, the demand for such household cleaning products is bound to grow in the coming years.

Impact of Covid-19 pandemic on market

Due to the outbreak of COVID-19, the home care & decor industry has been experiencing inconsistent growth. There has been a fall in the overall performance of discretionary products such as bedding products, decorative fixtures, and much more, as a result of the ongoing pandemic crisis. However, the virus outbreak has resulted in considerable growth in categories such as cleaning and hygiene products. Key players are focusing on increasing their distribution networks to online channels in order to meet the surging consumer demand. Noticeable growth in the e-commerce business is also one of the positive influences. This report will quantify the impact of this pandemic on the natural household cleaners market.

Rising the prevalence of various chronic diseases

The wide use of conventional household cleaning products including floor, glass cleaners, and the fabric has resulted in rising the prevalence of various chronic diseases. Household cleaners contain harmful chemicals that might get absorbed into the skin and sometimes if inhaled may cause chronic diseases including asthma and skin irritation. As per the data published by the American Thoracic Society's American Journal of Respiratory and Critical Care Medicine, in 2018, the chemicals present in the cleaning products are very dangerous to human health. They directly affect human lungs as bad as smoking 20 cigarettes every day. Due to these side-effects, consumers are forced to prefer natural cleaning products.

Growing awareness regarding health and hygiene

Rising concerns over viruses, germs, and bacteria in the living areas, along with growing awareness regarding health and hygiene, led to growth in demand for natural products with antimicrobial and disinfectant properties. Moreover, governments are undertaking initiatives to reduce or remove the content of harmful chemicals from household cleaning products across the globe. For example, in March 2015, the United States Environmental Protection Agency adopted essential changes under the Toxic Substances Control Act and banned the entire class of harmful chemicals in household cleaning products. These initiatives are projected to play a vital role in motivating home care manufacturers to expand their spending on the launch of new natural household cleaners.

Easy availability of cheap substitutes as compared to branded products, in price-sensitive markets such as Asia-Pacific and Latin America is limiting the growth of the market.

The global natural household cleaners market is segmented based on product type, distribution channel, and region.

On the basis of the product type, the global natural household cleaners market is segmented into the Surface cleaner, glass cleaner, toilet bowl cleaner, and other product types. Based on the distribution channel, the target market is segmented into supermarkets/hypermarkets, convenience stores, online retail stores, and other distribution channels.

Regional Insights:

The global Natural Household Cleaners market accounted for US$ 4.65 billion in 2020 and is estimated to be US$ 13.83 billion by 2030 and is anticipated to register a CAGR of 11.5%. In the region, the global natural household cleaners market is segmented into North America, Europe, Asia Pacific, Latin America, and Middle East & Africa. Europe arose as the highest market, with a share of more than 30.0% in 2018 due to substantial growth in consumer awareness regarding hygiene, health, and hazardous environmental impacts of cleaning products in countries including the U.K., Germany, and France. Additionally, the number of companies offering natural products is rising significantly as the government of these countries has made it mandatory for the certification. In the Asia Pacific, China and India are the two most populous countries in the world. Key players involved are launching new products in order to cater to the significant demand from the region due to the growing focus on cleanliness and hygiene. For instance, in March 2018, Netsurf Network, India based direct selling company of home and personal care products, introduced eco-friendly, natural, and non-toxic multi-purpose fabric wash and home cleaner under the brand name ‘Clean & More’.  These new product launches are expected to create new avenues for natural products in the coming years

The key players operating in the global natural household cleaners market include Reckitt Benckiser Group Plc, The Procter & Gamble Company, Henkel Ag & Co. KgaA, Unilever, AlEn USA, Netsurf Network, Saje Natural Business, Colgate-Palmolive Company, Church & Dwight Co., Inc., and Kao Corporation. Prominent players are undertaking market strategies including new product launch, advancement in technology, celebrity endorsement, expanding distribution channels, and merger & acquisition, in order to attend the maximum customer base.

• Reckitt Benckiser Group Plc
• The Procter & Gamble Company
• Henkel Ag & Co. KgaA
• Unilever
• AlEn USA
• Netsurf Network
• Saje Natural Business
• Colgate-Palmolive Company
• Church & Dwight Co., Inc.
• Kao Corporation