Explore the latest innovation globally across the household cleaners market in 2021.

In Europe

Sustainable and natural cleaning. Consumers seek to minimise the eco footprint of their cleaning regimes, and packaging and plastic in general are under scrutiny. Natural cleaning products are increasingly appealing as a more sustainable and worry-free alternative to chemical cleaners.

In Asia

Antibacterial and ingredient safety. COVID-19 has impacted consumers who are looking for ways to protect themselves and their homes. There has been a significant surge in antibacterial hard surface care launches, and brands are turning to natural ingredients to mitigate consumer concern over the chemicals used their products.

In the Americas

Refills and natural formulations. Refillable hard surface care continues to thrive in the region, with brands increasingly offering consumer-friendly options to encourage uptake. Meanwhile, brands are turning to botanical and organic ingredients to tap into the growing interest in natural cleaning products.


Brands are addressing consumer need for antibacterial products, while natural and more sustainable cleaning products continue to grow.

Mikolaj Kaczorowski
Innovation Analyst

Table of Contents


    • Europe: plastics are in the spotlight
    • [Graph] Europe: select ethical and environmental claims as a % of NPD in hard surface care, Mar 2016-Feb 2017 vs Mar 2020-Feb 2021
    • Europe: a more natural cleaner
    • [Graph] Europe: hard surface care products with select ethical & environmental and natural claims, Mar 2016-Feb 2017 vs Mar 2020-Feb 2021
    • [Graph] Europe: hard surface cleaners with select ethical and environmental claims by NPD, by market, Mar 2020-Feb 2021
    • Middle East & Africa (MEA)

    • Asia: product safety concerns remain high in Asia
    • [Graph] Asia: cleaning equipment, hard surface and toilet care with select claims, Mar 2020-Feb 2021
    • Australia and New Zealand
  3. the americas

    • North America: refillable cleaning products are popular
    • [Graph] Global: refill/refillable claim as a % of NPD in hard surface care, Mar 2020-Feb 2021
    • North America: consumers are looking for ingredient transparency
    • [Graph] Global: hard surface care launches, by select natural claims, Mar 2020-Feb 2021
    • Latin America

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

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.

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