Household Products Market Opportunities, Trends, Growth Analysis and Forecast to 2028

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The global household products sector was valued at $314 billion in 2023 and is forecast to record a compound annual growth rate (CAGR) of 4.8% during 2023–28, to reach $396.2 billion in 2028. The Americas represented the largest region in the sector in 2023, with a value share of 36.5%, followed by Asia-Pacific with 31.3%. In 2023, tissue & hygiene was the largest category, accounting for 42.1% of overall global value sales, distantly followed by textile washing products at 28.6%. Among all the categories, general purpose cleaners is set to record the fastest value CAGR during 2023–28, at 6.4%.

Provides an overview of current household products scenario regarding the future outlook in terms of ingredients, product claims, labeling, distribution, and packaging. The analysis also covers regional overview across five regions — Asia-Pacific, Middle East and Africa, Americas, Western Europe, and Eastern Europe — highlighting industry size, growth drivers, latest developments, and future inhibitors for the regions.

Scope

This report brings together multiple data sources to provide a comprehensive overview of the global household products sector, analyzing data from 108 countries. It includes analysis on the following –

Sector overview: Provides an overview of the current sector scenarios in terms of ingredients, manufacturer claims, labeling, and packaging. The analysis also provides a regional overview across five regions—Asia-Pacific, Middle East and Africa (MEA), the Americas, Western Europe, and Eastern Europe—highlighting sector size, growth drivers, the latest developments, and future challenges for each region. This data includes both on-trade and off-trade data.

Change in consumption: Provides an overview of consumption changes in the household products categories over 2018–28 at global and regional levels.

High-potential countries: Provides risk–reward analysis of the top high-potential countries in each region based on market assessment, economic development, governance indicators, sociodemographic factors, and technological infrastructure.

Country and regional analysis: Provides a deep-dive analysis of 10 high-potential countries covering value growth during 2023–28 and key trends. It also includes regional analysis covering the future outlook for each region.

Competitive environment and brand shares: Provides an overview of the leading companies and brands at global and regional levels. Market shares of brands and private labels in each region are also detailed.

Key distribution channels: Provides an analysis of the leading distribution channels in the global household products sector in 2023. It covers “dollar stores”, variety stores and general merchandise retailers, B-2-B supply, cash & carries and warehouse clubs, chemists/pharmacies, convenience stores, department stores, direct sellers, e-retailers, health & beauty stores, hypermarkets & supermarkets, parapharmacies/drugstores, and others.

Packaging analysis*: The report provides percentage share (in 2023) and growth analysis (during 2023–28) for various pack materials, pack types, closures, and primary outer types based on volume sales of household products.

Key Highlights

With growing wellbeing concerns among consumers, there has been an increase in demand for household products with health and wellness aspects. Consumers are also seeking household products with multiple benefits as they perceive them to be of good value for money. Consumers are prioritizing transparency regarding the ingredient usage owing to health concerns. Therefore, brands are focusing on introducing safe ingredients in household products to attract consumers.

Reasons to Buy

Manufacturers and retailers seek latest information on how the market is evolving to formulate their sales and marketing strategies. There is also demand for authentic market data with a high level of detail. This report has been created to provide its readers with up-to-date information and analysis to uncover emerging opportunities of growth within the sector in the region

The report provides a detailed analysis of the countries in the region, covering the key challenges, competitive landscape and demographic analysis, that can help companies gain insight into the country specific nuances

The analysts have also placed a significant emphasis on the key trends that drive consumer choice and the future opportunities that can be explored in the region, than can help companies in revenue expansion

To gain competitive intelligence about leading brands in the sector in the region with information about their market share and growth rates

Procter & Gamble
Unilever
Reckitt Benckiser
Kimberly-Clark Corporation
Henkel

Table of Contents

Executive Summary

Sector Overview

Global Overview

Asia-Pacific Overview

MEA Overview

Americas Overview

Western Europe Overview

Eastern Europe Overview

Household Products: Global Challenges

Shift in Categories’ Value Share Patterns

Change in Consumption Levels: Asia-Pacific, 2018–28

Change in Consumption Levels: MEA, 2018–28

Change in Consumption Levels: Americas, 2018–28

Change in Consumption Levels: Western Europe, 2018–28

Change in Consumption Levels: Eastern Europe, 2018–28

Identifying High-Potential Countries by Region

Identifying High-Potential Countries by Region

Methodology – Identifying High-Potential Countries

Country Deep Dive

High-Potential Country Analysis

Future Outlook

Competitive Environment

Leading Companies by Value – Global

Leading Companies and Brands Share Analysis – Global

Leading Companies and Brands Share Analysis by Region

Competitive Landscape – Market Analysis

Market Share of Private Labels

Private Labels’ Share Analysis by Region

Private Labels’ Share Analysis by Category

Key Distribution Channels

Share of Key Distribution Channels – Global and Regional Level

Key Packaging Formats

Growth Analysis by Key Pack Material and Pack Type

Growth Analysis by Closure Type and Primary Outer Type

Select Industry Metrics

Global Patent Filings

Global Job Analytics

Global Deals

Appendix

Definitions

About GlobalData

Table

Key categories by value and volume, 2017-27 – Global

Key categories by value and volume, 2017-27 – Asia-Pacific

Key categories by value and volume, 2017-27 – Middle East and Africa

Key categories by value and volume, 2017-27 – Americas

Key categories by value and volume, 2017-27 – Western Europe

Key categories by value and volume, 2017-27 – Eastern Europe

Japan: Category share

Indonesia: Category share

Malaysia: Category share

Chile: Category share

Canada: Category share

The UK: Category share

Switzerland: Category share

Czech Republic: Category share

Hungary: Category share

Saudi Arabia: Category share

Leading companies in the global household products sector (% share), 2022

Key pack material volume share (%), 2022

Annual volume growth by pack material (%), 2017-27

Key pack type volume share (%), 2022

Annual volume growth by pack type (%), 2017-27

Key closure type volume share (%), 2022

Annual volume growth by closure type (%), 2017-27

Key primary outer volume share (%), 2022

Annual volume growth by primary outer (%), 2017-27

Global household products industry patent filings, 2022

Household products industry patent filings by leading companies, 2022

Total household products industry patent filings for key markets, 2022

Total job postings in household products industry by company, 2022

Job postings in household products industry by theme, 2022

Deals in household products industry by geography, 2022

Figures

Change in Consumption Levels: Asia-Pacific, 2017-27

Change in Consumption Levels: Middle East and Africa, 2017-27

Change in Consumption Levels: Americas, 2017-27

Change in Consumption Levels: Western Europe, 2017-27

Change in Consumption Levels: Eastern Europe, 2017-27

Identifying High-Potential Countries, Risk-Reward Analysis – Asia-Pacific

Identifying High-Potential Countries, Risk-Reward Analysis – Americas

Identifying High-Potential Countries, Risk-Reward Analysis – Western Europe

Identifying High-Potential Countries, Risk-Reward Analysis – Eastern Europe

Identifying High-Potential Countries, Risk-Reward Analysis – Middle East and Africa

Company and Brand Share Analysis – Global

Company and Brand Share Analysis – Asia-Pacific

Company and Brand Share Analysis – Middle East and Africa

Company and Brand Share Analysis – Americas

Company and Brand Share Analysis – Western Europe

Company and Brand Share Analysis – Eastern Europe

Key Brands – Air Fresheners, 2022

Key Brands – Bleach, 2022

Key Brands – Dishwashing Products, 2022

Key Brands – General Purpose Cleaners, 2022

Key Brands – Insecticides, 2022

Key Brands – Polishes, 2022

Key Brands – Scouring Products, 2022

Key Brands – Textile Washing Products, 2022

Key Brands – Tissue & Hygiene, 2022

Key Brands – Toilet Care, 2022

Private Label Value and Share by Region, 2017-2022

Private Label Value Sales ($ million) and Share (%) by Category, 2022

Leading Distribution Channels by Region (% Share by Value), 2022

Frequently asked questions

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