Household Cleaners Market - Global Annual Review - 2016

Globally, bleaches & disinfectants increased their market share at the expense of washroom cleaners and specialist cleaners & polishes. Consumers’ fears over viruses such as Ebola or influenza helped drive sales of antibacterial cleaning solutions in 2015, while marketers’ efforts to educate consumers about germ hotspots created new usage occasions. Kitchen cleaners gained points in Asia Pacific, but lost share in all other regions.

he fastest growing countries for sales of household cleaners (in local currencies) over the past five years are Vietnam, India, Indonesia, Colombia and Turkey. These markets’ performance has been driven by a combination of growing population and increasing wealth, enabling consumers to trade up to using more advanced, premium priced household cleaning products.

Reckitt Benckiser marginally strengthened its leadership of the global household cleaner market. The company’s increased share is a result of growing sales in Latin and North America. SC Johnson, in second place, grew share in Asia Pacific as a result of its market leadership in China. Unilever, Colgate-Palmolive and own labels lost momentum (in US dollar terms) mainly as a result of their strong presence in Euro-related countries.