家用清潔產品市場機會、成長動力、產業趨勢分析及 2025 - 2034 年預測

2024 年全球家用清潔產品市場價值為 2,079 億美元，預計到 2034 年將以 6.4% 的複合年成長率成長至 3,833 億美元。這一成長軌跡主要得益於消費者對衛生、表面消毒和環境清潔意識的提升。隨著公共衛生問題在全球範圍內持續成為焦點，越來越多的人開始重視家庭、工作場所和公共區域的清潔習慣。這種行為轉變加速了對消毒劑、表面噴霧劑和通用清潔劑的需求。政府法規鼓勵使用環保、無毒的清潔解決方案，以保護人類健康和環境，從而進一步支持這種轉變。隨著消費者在日常選擇中追求高效和負責任的消費，易於使用、永續且安全的清潔產品越來越受到青睞。

城市化和可支配收入的提高也對市場擴張做出了巨大貢獻。在人口密集的城市環境中，快節奏的生活方式佔據主導地位，消費者越來越傾向於便利且高效的清潔解決方案。隨著收入水準的提高，家庭更傾向於購買不僅清潔效果卓越，還能節省時間的產品。此外，生活方式的改變也使得消費者對新產品創新和先進清潔配方的接受度更高。消費者行為的這種轉變促使企業提供多樣化的產品，並投資研發，以推出新穎、有效且方便用戶使用的解決方案，以滿足不斷變化的市場需求。隨著衛生意識和收入水準的持續提升，家用清潔產品市場預計將在整個預測期內實現強勁且持續的成長。

依產品類型，市場分為表面清潔劑、衛生間清潔劑、玻璃和金屬清潔劑、地板清潔劑等。表面清潔劑細分市場在2024年佔據市場主導地位，預計收入為685億美元，預計在2025年至2034年期間的複合年成長率為6.5%。這些清潔劑是日常清潔任務的必需品，適用於各種表面，包括櫃檯、廚房用具和家具。它們使用方便、供應廣泛，是大多數家庭的必備品。浴室清潔劑緊隨其後，受歡迎程度不亞於其他產品，其主要作用是消毒、去污和控制異味。玻璃和金屬清潔劑的用途更明確，它們可以保持玻璃板和金屬配件的清晰度和光澤，通常可提供無條紋的表面。每個類別都迎合不同的清潔需求，共同滿足現代家庭的衛生需求。

就成分而言，家用清潔產品市場分為有機/天然和化學/合成兩類。化學/合成類在2024年佔據主導地位，佔整體市場佔有率的61%。預計2025年至2034年期間，該類產品的複合年成長率將超過6%。該類產品持續佔據主導地位，得益於其價格實惠、經驗證的有效性以及消費者的廣泛認可。合成配方通常能夠更快地清潔、消毒和去除污漬，因此在城市家庭和機構環境中尤其受歡迎。持續的創新帶來了更安全的化學配方，副作用更少，使品牌能夠將其產品定位為強效且安全的產品。此外，較低的生產成本和可擴展性也使得這些產品在已開發市場和新興市場都能廣泛使用。

在通路方面，家用清潔用品市場分為線上和線下平台。 2024年，線下通路佔據主導地位，市佔率達58.9%，預計在預測期內的複合年成長率為5.5%。實體店，包括大型零售商、超市和社區便利商店，仍然是清潔用品的主要購物場所。消費者通常更喜歡親自到店購買，因為購物體驗更直覺、產品即時到貨，並且有機會當場閱讀標籤和比較產品。此外，線下零售商通常會提供顧客支援、退貨政策和產品換貨等附加服務，進而提升整體購物體驗。雖然線上平台發展勢頭強勁，但線下門市仍深深紮根於消費者的購買行為中，尤其是在家庭必需品和常用商品方面。

在北美，美國已成為家用清潔產品的主要市場，2024 年價值達到 398 億美元。預計 2025 年至 2034 年期間，美國市場的複合年成長率將達到 6.7%。消毒仍然是美國消費者的首要考慮因素，他們越來越傾向於使用無毒、可生物分解的清潔產品。環保意識正在影響消費者的購買決策，越來越多的消費者選擇不含有害化學物質、對兒童和寵物安全的產品。這一趨勢促使製造商推出植物性替代品和永續包裝方案。隨著健康和永續意識的不斷提升，美國市場持續推動產品創新和透明度。

塑造家用清潔產品產業競爭格局的領導者包括 Church & Dwight、博納、Cleansing Solutions、高露潔棕欖、高樂氏、藝康、金佰利、漢高、Method Products、利潔時、寶潔、莊臣專業護理、Seventh Generation、莊臣和聯合利華。這些公司正在積極拓展產品組合，並利用傳統和數位管道吸引全球市場的消費者興趣。

目錄

第1章：方法論與範圍

第2章：執行摘要

第3章：行業洞察

• 產業生態系統分析
  • 影響價值鏈的因素
  • 利潤率分析
  • 中斷
  • 未來展望
  • 製造商
  • 經銷商
  • 零售商
• 川普政府關稅的影響
  • 貿易影響
    • 貿易量中斷
    • 報復措施
  • 對產業的影響
    • 供給側影響（原料）
      • 主要材料價格波動
      • 供應鏈重組
      • 生產成本影響
    • 需求面影響（客戶成本）
      • 價格傳導至終端市場
      • 市佔率動態
      • 消費者反應模式
  • 受影響的主要公司
  • 策略產業反應
    • 供應鏈重組
    • 定價和產品策略
    • 政策參與
  • 展望與未來考慮
• 衝擊力
  • 成長動力
    • 都市化和可支配所得的增加
    • 技術創新
    • 電子商務與網路零售的擴張
  • 產業陷阱與挑戰
    • 消費者對化學成分的擔憂
    • 激烈的競爭和價格敏感性
• 消費者購買行為分析
  • 人口趨勢
  • 影響購買決策的因素
  • 消費者產品採用
  • 首選配銷通路
• 成長潛力分析
• 監管格局
• 定價分析
• 波特的分析
• PESTEL分析

第4章：競爭格局

• 介紹
  • Industry structure and concentration
  • Competitive intensity assessment
• 公司市佔率分析
• 競爭定位矩陣
  • 產品定位
  • 性價比定位
  • 地理分佈
  • 創新能力
• 戰略儀表板
  • Competitive benchmarking
  • Strategic initiatives assessment
  • SWOT analysis of key players
• 未來競爭前景

第5章：家用清潔產品市場估計與預測：依產品類型，2021 年至 2034 年

• 主要趨勢
• 表面清潔劑
• 廁所清潔劑
• 玻璃和金屬清潔劑
• 地板清潔劑
• 其他（織物清潔劑、洗碗劑等）

第6章：家用清潔產品市場估計與預測：依價格範圍，2021 年至 2034 年

• 主要趨勢
• 低的
• 中等的
• 高的

第7章：家用清潔產品市場估計與預測：依成分，2021 年至 2034 年

• 主要趨勢
• 有機/天然
• 化學/合成

第8章：家用清潔產品市場估計與預測：按配銷通路，2021 年至 2034 年

• 主要趨勢
• 線上
  • 電子商務
  • 公司網站
• 離線
  • 超市和大賣場
  • 專賣店
  • 其他

第9章：家用清潔產品市場估計與預測：按地區，2021 年至 2034 年

• 主要趨勢
• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 德國
  • 英國
  • 法國
  • 義大利
  • 西班牙
• 亞太地區
  • 中國
  • 印度
  • 日本
  • 韓國
  • 澳洲
  • 印尼
  • 馬來西亞
• 拉丁美洲
  • 巴西
  • 墨西哥
• MEA
  • 沙烏地阿拉伯
  • 阿拉伯聯合大公國
  • 南非

第10章：公司簡介

• Bona
• Church & Dwight
• Cleansing Solutions
• Clorox
• Colgate-Palmolive
• Ecolab
• Henkel
• Kimberly-Clark
• Method Products
• Procter & Gamble (P&G)
• Reckitt Benckiser
• SC Johnson Professional
• SC Johnson
• Seventh Generation
• Unilever

The Global Household Cleaning Products Market was valued at USD 207.9 billion in 2024 and is estimated to grow at a CAGR of 6.4% to reach USD 383.3 billion by 2034. This growth trajectory is largely driven by heightened consumer awareness surrounding hygiene, surface disinfection, and environmental cleanliness. As concerns about public health continue to take center stage globally, more individuals are prioritizing cleaning practices in their homes, workplaces, and public areas. This behavioral shift has been instrumental in accelerating demand for disinfectants, surface sprays, and general-purpose cleaners. Government regulations further support this transformation by encouraging the use of eco-conscious, non-toxic cleaning solutions that protect both human health and the environment. Cleaning products that are simple to use, sustainable, and safe are gaining traction as consumers seek efficiency and responsible consumption in their day-to-day choices.

Urbanization and rising disposable incomes are also contributing significantly to market expansion. In densely populated city environments, where fast-paced lifestyles dominate, consumers are increasingly leaning toward convenient and high-performance cleaning solutions. As income levels rise, households are more inclined to spend on products that offer not only superior cleanliness but also time-saving features. Moreover, evolving lifestyles have led to greater acceptance of new product innovations and advanced cleaning formulations. This shift in consumer behavior is prompting companies to diversify their offerings and invest in R&D to bring forward novel, effective, and user-friendly solutions to meet changing market needs. As hygiene awareness and income levels continue to climb, the household cleaning products market is set to experience robust and sustained growth throughout the forecast period.

By product type, the market is divided into surface cleaners, toilet cleaners, glass and metal cleaners, floor cleaners, and others. The surface cleaners segment led the market in 2024 with an estimated revenue of USD 68.5 billion and is forecasted to grow at a CAGR of 6.5% between 2025 and 2034. These cleaners are essential for routine cleaning tasks, offering versatility across a range of surfaces, including counters, kitchen appliances, and furniture. Their ease of use and wide availability make them a staple in most households. Toilet cleaners follow closely in popularity, targeting disinfection, stain removal, and odor control. Glass and metal cleaners serve a more specific purpose by maintaining the clarity and shine of glass panes and metallic fittings, often offering streak-free finishes. Each category caters to distinct cleaning requirements, collectively fulfilling the hygiene needs of modern households.

In terms of ingredients, the household cleaning products market is segmented into Organic/Natural and Chemical/Synthetic categories. The Chemical/Synthetic segment dominated in 2024, accounting for 61% of the overall market share. It is expected to expand at a CAGR of over 6% from 2025 to 2034. The continued dominance of this segment can be attributed to its affordability, proven effectiveness, and wide consumer acceptance. Synthetic formulations often provide quicker results in cleaning, disinfecting, and stain removal, making them particularly popular in urban households and institutional settings. Continuous innovation has led to safer chemical profiles with fewer harsh side effects, enabling brands to position their offerings as powerful yet safe. Additionally, lower production costs and scalability contribute to the widespread availability of these products across both developed and emerging markets.

Regarding distribution channels, the household cleaning products market is categorized into online and offline platforms. In 2024, offline channels led with a market share of 58.9% and are projected to grow at a CAGR of 5.5% during the forecast period. Brick-and-mortar stores, including large-scale retailers, supermarkets, and neighborhood convenience stores, continue to be the primary shopping venues for cleaning products. Consumers often prefer in-person purchases due to the tactile nature of shopping, immediate product availability, and the opportunity to read labels and compare offerings on the spot. Additionally, offline retailers often provide added services like customer support, return policies, and product exchanges, which add value to the overall shopping experience. While online platforms are gaining momentum, offline stores remain deeply rooted in consumer buying behavior, especially for essential, frequently used household items.

In North America, the United States emerged as the leading market for household cleaning products, valued at USD 39.8 billion in 2024. The country is anticipated to grow at a CAGR of 6.7% between 2025 and 2034. Disinfection remains a top priority for American consumers, who are increasingly leaning toward non-toxic, biodegradable cleaning solutions. Environmental consciousness is influencing purchasing decisions, with more consumers opting for products that are free from harmful chemicals and safe for children and pets. This trend is encouraging manufacturers to introduce plant-based alternatives and sustainable packaging options. As awareness about health and sustainability rises, the U.S. market continues to push for innovation and transparency in product offerings.

Leading players shaping the competitive landscape of the household cleaning products industry include Church & Dwight, Bona, Cleansing Solutions, Colgate-Palmolive, Clorox, Ecolab, Kimberly-Clark, Henkel, Method Products, Reckitt Benckiser, Procter & Gamble (P&G), S. C. Johnson Professional, Seventh Generation, SC Johnson, and Unilever. These companies are actively expanding their product portfolios and leveraging both traditional and digital channels to capture consumer interest across global markets.

Table of Contents

Chapter 1 Methodology & Scope

• 1.1 Market scope & definition
• 1.2 Base estimates & calculations
• 1.3 Forecast parameters
• 1.4 Data sources
  • 1.4.1 Primary
  • 1.4.2 Secondary
    • 1.4.2.1 Paid sources
    • 1.4.2.2 Public sources

Chapter 2 Executive Summary

• 2.1 Industry 360⁰ synopsis, 2021 - 2034

Chapter 3 Industry Insights

• 3.1 Industry ecosystem analysis
  • 3.1.1 Factors affecting the value chain
  • 3.1.2 Profit margin analysis
  • 3.1.3 Disruptions
  • 3.1.4 Future outlook
  • 3.1.5 Manufacturers
  • 3.1.6 Distributors
  • 3.1.7 Retailers
• 3.2 Impact of Trump administration tariffs
  • 3.2.1 Trade impact
    • 3.2.1.1 Trade volume disruptions
    • 3.2.1.2 Retaliatory measures
  • 3.2.2 Impact on industry
    • 3.2.2.1 Supply-side impact (raw materials)
      • 3.2.2.1.1 Price volatility in key materials
      • 3.2.2.1.2 Supply chain restructuring
      • 3.2.2.1.3 Production cost implications
    • 3.2.2.2 Demand-side impact (Cost to customers)
      • 3.2.2.2.1 Price transmission to end markets
      • 3.2.2.2.2 Market share dynamics
      • 3.2.2.2.3 Consumer response patterns
  • 3.2.3 Key companies impacted
  • 3.2.4 Strategic industry responses
    • 3.2.4.1 Supply chain reconfiguration
    • 3.2.4.2 Pricing and product strategies
    • 3.2.4.3 Policy engagement
  • 3.2.5 Outlook & future considerations
• 3.3 Impact forces
  • 3.3.1 Growth drivers
    • 3.3.1.1 Urbanization and rising disposable incomes
    • 3.3.1.2 Technological innovations
    • 3.3.1.3 Expansion of e-commerce and online retail
  • 3.3.2 Industry pitfalls & challenges
    • 3.3.2.1 Consumer concerns about chemical ingredients
    • 3.3.2.2 Intense competition and price sensitivity
• 3.4 Consumer buying behavior analysis
  • 3.4.1 Demographic trends
  • 3.4.2 Factors affecting buying decision
  • 3.4.3 Consumer product adoption
  • 3.4.4 Preferred distribution channel
• 3.5 Growth potential analysis
• 3.6 Regulatory landscape
• 3.7 Pricing analysis
• 3.8 Porter's analysis
• 3.9 PESTEL analysis

Chapter 4 Competitive Landscape, 2024

• 4.1 Introduction
  • 4.1.1 Industry structure and concentration
  • 4.1.2 Competitive intensity assessment
• 4.2 Company market share analysis
• 4.3 Competitive positioning matrix
  • 4.3.1 Product positioning
  • 4.3.2 Price-performance positioning
  • 4.3.3 Geographic presence
  • 4.3.4 Innovation capabilities
• 4.4 Strategic dashboard
  • 4.4.1 Competitive benchmarking
    • 4.4.1.1 Manufacturing capabilities
    • 4.4.1.2 Product portfolio strength
    • 4.4.1.3 Distribution network
    • 4.4.1.4 R&D investments
  • 4.4.2 Strategic initiatives assessment
  • 4.4.3 SWOT analysis of key players
• 4.5 Future competitive outlook

Chapter 5 Household Cleaning Products Market Estimates & Forecast, By Product Type, 2021 – 2034, (USD Billion) (Million Units)

• 5.1 Key trends
• 5.2 Surface cleaners
• 5.3 Toilet cleaners
• 5.4 Glass & metal cleaners
• 5.5 Floor cleaners
• 5.6 Others (fabric cleaner, dishwashing, etc.)

Chapter 6 Household Cleaning Products Market Estimates & Forecast, By Price Range, 2021 – 2034, (USD Billion) (Million Units)

• 6.1 Key trends
• 6.2 Low
• 6.3 Medium
• 6.4 High

Chapter 7 Household Cleaning Products Market Estimates & Forecast, By Ingredient, 2021 – 2034, (USD Billion) (Million Units)

• 7.1 Key trends
• 7.2 Organic/natural
• 7.3 Chemical/synthetic

Chapter 8 Household Cleaning Products Market Estimates & Forecast, By Distribution Channel, 2021 – 2034, (USD Billion) (Million Units)

• 8.1 Key trends
• 8.2 Online
  • 8.2.1 Ecommerce
  • 8.2.2 Company website
• 8.3 Offline
  • 8.3.1 Supermarkets & hypermarkets
  • 8.3.2 Specialty stores
  • 8.3.3 Others

Chapter 9 Household Cleaning Products Market Estimates & Forecast, By Region, 2021 – 2034, (USD Billion) (Million Units)

• 9.1 Key trends
• 9.2 North America
  • 9.2.1 U.S.
  • 9.2.2 Canada
• 9.3 Europe
  • 9.3.1 Germany
  • 9.3.2 UK
  • 9.3.3 France
  • 9.3.4 Italy
  • 9.3.5 Spain
• 9.4 Asia Pacific
  • 9.4.1 China
  • 9.4.2 India
  • 9.4.3 Japan
  • 9.4.4 South Korea
  • 9.4.5 Australia
  • 9.4.6 Indonesia
  • 9.4.7 Malaysia
• 9.5 Latin America
  • 9.5.1 Brazil
  • 9.5.2 Mexico
• 9.6 MEA
  • 9.6.1 Saudi Arabia
  • 9.6.2 UAE
  • 9.6.3 South Africa

Chapter 10 Company Profiles

• 10.1 Bona
• 10.2 Church & Dwight
• 10.3 Cleansing Solutions
• 10.4 Clorox
• 10.5 Colgate-Palmolive
• 10.6 Ecolab
• 10.7 Henkel
• 10.8 Kimberly-Clark
• 10.9 Method Products
• 10.10 Procter & Gamble (P&G)
• 10.11 Reckitt Benckiser
• 10.12 S. C. Johnson Professional
• 10.13 SC Johnson
• 10.14 Seventh Generation
• 10.15 Unilever