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The Future of Household Cleaners: 2020

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the The Future of Household Cleaners market, and the behaviours, preferences and habits of the consumer.

Immediate future: next two years

Indoor pollution will come under increased focus, leading to a demand for low- or no-VOC claims, perceived to be physically healthier. At the same time, brands have an opportunity to capitalise on consumer awareness that cleaning can contribute to better mental health and make people feel happier in their own homes.


Planning ahead: next five years

Eco-friendly claims will remain important, but they will lose their differentiating status. Mintel recommends brands work harder to stand out, including by giving insight into their manufacturing methods. During this period, the consumer focus on health will lead to more nuanced cleaning, moving away from 'one product fits all'.


Market overview: key data

The household cleaners market is expected to reach US$12.1bn in 2020, up by 5.4% in 2019. Emerging markets are responsible for the fastest growth within the category, although some are relying on population growth rather than increased spend per capita, so there is still room for even further growth.

Expert analysis from a specialist in the field

Written by Richard Hopping, a leading analyst in the Household sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

One of the major culprits of indoor air pollution – volatile organic compounds (VOC) – will come under increased scrutiny, leading to demand for low- or no-VOC claims in household cleaners. This will also offer the opportunity for fragrance-free products to extend their reach in the market. These products will align with the concept of clean air as a luxury and can therefore be positioned as part of a more premium option. Richard Hopping
Senior Brand and Household Analyst

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What's included

What's included

Table of contents

Table of contents

  1. immediate future: Next two years

    • Clean up the air
    • [Graph] Global: % of launches in hard surface categories with low- or no-VOC claims, 2016-19
    • Leverage the positive emotions of cleaning
  2. PLANNING AHEAD: NEXT five YEARS

    • Differentiate sustainable propositions
    • [Graph] Global: % of household cleaner launches by claim category, 2017-19
    • Adapt to more nuanced, health-focused cleaning
  3. Household Cleaner Market overview: key data and interpretation

    • [Graph] Global: leading claims on household cleaner launches, 2018-19

About the report

This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

  • The Consumer

    What They Want. Why They Want It.

  • The Competitors

    Who’s Winning. How To Stay Ahead.

  • The Market

    Size, Segments, Shares And Forecasts: How It All Adds Up.

  • The Innovations

    New Ideas. New Products. New Potential.

  • The Opportunities

    Where The White Space Is. How To Make It Yours.

  • The Trends

    What’s Shaping Demand – Today And Tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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