With global markets spanning from the $145 billion home care sector to the over $800 billion personal care industry, it’s clear that our daily rituals of cleanliness and self-care are driving one of the most dynamic and expansive consumer landscapes on the planet.
Key Takeaways
- The global home care products market size was valued at USD 145.2 billion in 2022 and is expected to grow at a CAGR of 4.8% from 2023 to 2030.
- The personal care market worldwide is projected to reach USD 813.4 billion by 2027, growing at a CAGR of 5.5% from 2020.
- U.S. household cleaning products market revenue reached $12.5 billion in 2023.
- 68% of global consumers aged 18-34 prioritize natural ingredients in personal care products according to 2023 survey.
- 55% of U.S. households increased spending on eco-friendly home care products in 2023.
- 42% of women worldwide prefer multifunctional personal care products in 2024.
- Skincare segment accounts for 40% of personal care sales globally in 2023.
- Laundry detergents hold 45% share in home care market revenue.
- Liquid soaps represent 52% of hand hygiene product sales worldwide.
- Procter & Gamble held 18.5% market share in global home care in 2023.
- Unilever's personal care revenue reached $13.2 billion in 2023.
- Reckitt Benckiser laundry care sales $4.1 billion annually.
- 72% of personal care packaging uses recyclable materials globally in 2023.
- 45% reduction in water usage per unit in home care production since 2015.
- 60% of brands launched biodegradable laundry pods by 2023.
The home and personal care industry is a massive and steadily growing global market.
Company Performance
- Procter & Gamble held 18.5% market share in global home care in 2023.
- Unilever's personal care revenue reached $13.2 billion in 2023.
- Reckitt Benckiser laundry care sales $4.1 billion annually.
- Colgate-Palmolive oral care market share 42% worldwide.
- L'Oréal skincare division revenue €7.8 billion in 2023.
- Henkel's household care net sales €4.9 billion in 2023.
- Estée Lauder prestige beauty sales $15.9 billion FY2023.
- SC Johnson home care products revenue $11 billion estimated 2023.
- Kao Corporation beauty care sales ¥800 billion in FY2023.
- Beiersdorf Nivea brand revenue €9.5 billion in 2023.
- Church & Dwight Arm & Hammer share 12% U.S. laundry.
- Johnson & Johnson consumer health $15 billion before spin-off.
- Coty Inc. fragrances and skincare $5.3 billion revenue 2023.
- Clorox Company bleach sales $1.8 billion in FY2023.
- Procter & Gamble Fabric Care & Home Care $18 billion FY2023.
- Unilever Home Care grew 6% in 2023 emerging markets.
- Revlon personal care sales recovery to $1.9 billion 2023.
- Symrise flavors/fragrances for care €4.2 billion 2023.
- Kimberly-Clark personal care $5.1 billion Q4 2023 annualized.
- Ecolab institutional cleaning $7.5 billion revenue 2023.
- Natura & Co clean beauty sales BRL 12 billion 2023.
- WD-40 Company home care products 15% revenue growth.
- Spectrum Brands household $1.2 billion FY2023.
- Edgewell Personal Care $2.2 billion net sales 2023.
- Helen of Troy home & personal care $1.5 billion.
Company Performance Interpretation
Procter & Gamble may wash more clothes and Unilever may scrub more faces, but this industry's colossal scale is best understood by realizing that just the *fragrance* suppliers and the *bleach* makers are themselves billion-dollar empires.
Consumer Trends
- 68% of global consumers aged 18-34 prioritize natural ingredients in personal care products according to 2023 survey.
- 55% of U.S. households increased spending on eco-friendly home care products in 2023.
- 42% of women worldwide prefer multifunctional personal care products in 2024.
- Millennial consumers represent 45% of premium skincare purchases globally in 2023.
- 73% of parents seek hypoallergenic baby care products per 2023 study.
- Online shopping for personal care rose to 38% of total sales in 2023 globally.
- 61% of Asian consumers prefer organic hair care products in 2023 survey.
- Subscription models for home care products adopted by 22% of U.S. consumers in 2023.
- 50% of Gen Z uses social media influencers for personal care recommendations.
- Demand for fragrance-free products increased 35% among allergy sufferers in 2023.
- 47% of Europeans buy personal care based on sustainability claims in 2023.
- Post-pandemic, 65% of consumers prioritize antibacterial home cleaners.
- 39% of men now use skincare routines daily, up from 25% in 2020.
- Vegan personal care products purchased by 28% of global urban consumers.
- 52% of low-income households opt for value packs in laundry care.
- Personalized personal care via apps used by 15% of U.S. millennials.
- 70% of seniors prefer gentle, moisturizing hand soaps in 2023.
- Eco-conscious buying drives 44% growth in refillable home care stations.
- 58% of Latina consumers seek culturally relevant hair care products.
- Mood-enhancing scents in home care chosen by 31% of consumers.
- 66% of parents influenced by pediatrician recommendations for baby care.
- Digital natives (18-24) trial new products 2.5x more than average.
- 49% switch to cruelty-free personal care post-animal testing bans.
- Convenience drives 60% preference for all-in-one bathroom cleaners.
- 53% of working women buy quick-dry hair products.
- Loyalty programs retain 40% more home care buyers.
- 67% avoid microplastics in personal care per 2023 poll.
Consumer Trends Interpretation
The data paints a portrait of a savvy, demanding modern consumer who wants a product that is simultaneously natural, ethical, multifunctional, personalized, sustainable, gentle, effective, convenient, recommended by both their dermatologist and a TikTok influencer, and preferably shipped via subscription.
Market Size and Growth
- The global home care products market size was valued at USD 145.2 billion in 2022 and is expected to grow at a CAGR of 4.8% from 2023 to 2030.
- The personal care market worldwide is projected to reach USD 813.4 billion by 2027, growing at a CAGR of 5.5% from 2020.
- U.S. household cleaning products market revenue reached $12.5 billion in 2023.
- Global laundry care market size was USD 152.6 billion in 2022, anticipated to expand at 5.2% CAGR through 2032.
- The skincare segment in personal care held 37% market share in 2023 globally.
- European home care market valued at EUR 45 billion in 2022, with 3.1% annual growth expected.
- Asia-Pacific personal care market to grow from USD 220 billion in 2023 to USD 350 billion by 2030 at 6.8% CAGR.
- Global hand soap market size stood at USD 4.2 billion in 2023, projected CAGR of 7.1% to 2030.
- U.S. personal care market revenue hit $110 billion in 2023.
- Household fabric care market globally valued at $85 billion in 2022.
- Oral care market worldwide reached $48.5 billion in 2023, CAGR 5.3% forecast to 2030.
- Global hair care market size was $102.5 billion in 2023.
- Surface care products market in North America valued at $8.9 billion in 2022.
- Global deodorants market size $28.6 billion in 2023, expected 5.4% CAGR.
- India home care market projected to reach INR 1.2 lakh crore by 2025.
- Global bath and shower products market $55.3 billion in 2022.
- Toilet care products market size $15.7 billion globally in 2023.
- Latin America personal care market valued at $60 billion in 2023.
- Global dishwashing products market $45.2 billion in 2022, CAGR 4.9%.
- Men's grooming market worldwide $81.2 billion by 2027.
- UK home care market revenue £6.5 billion in 2023.
- Global baby personal care market $44 billion in 2023.
- Floor care products market $12.4 billion in 2022 globally.
- China personal care e-commerce sales $150 billion in 2023.
- Global insect repellent personal care $4.8 billion in 2023.
- Australia household cleaners market AUD 2.1 billion in 2023.
- Global wet wipes market $27.5 billion in 2023, CAGR 7.2%.
- Brazil personal care market BRL 120 billion in 2022.
- Global air care products $11.2 billion in 2023.
- Middle East personal care market $25 billion in 2023.
Market Size and Growth Interpretation
Apparently, while we're all trying to save the world, we're also spending trillions to make sure our socks are soft, our sinks are shiny, and our skin looks like we've never even heard of stress.
Product Segments
- Skincare segment accounts for 40% of personal care sales globally in 2023.
- Laundry detergents hold 45% share in home care market revenue.
- Liquid soaps represent 52% of hand hygiene product sales worldwide.
- Shampoos comprise 35% of hair care market by value in 2023.
- Surface cleaners dominate with 28% of household cleaning sales.
- Toothpaste leads oral care at 42% market share globally.
- Body washes account for 60% of bath products in Asia-Pacific.
- Fabric softeners 22% of laundry care segment in Europe.
- Deodorant sprays 55% preference in men's grooming.
- Dishwasher detergents 38% growth in automatic segment.
- Conditioners pair with shampoos at 70% co-purchase rate.
- Wet wipes baby care 48% market share in disposables.
- Roll-on deodorants 41% of total deodorant sales.
- Multi-surface cleaners 33% of floor care innovations.
- Natural toothpastes 25% rising share in oral care.
- Air fresheners sprays 50% dominance in home fragrance.
- Bar soaps declining to 30% in personal hygiene.
- Bleach products 18% of bathroom cleaners.
- Serums 29% fastest growing in skincare.
- Pods/capsules 40% share in laundry detergents.
- Facial cleansers 37% of daily skincare routines.
- Insect repellent lotions 45% consumer preference.
- Moisturizers 55% staple in anti-aging segment.
- Toilet bowl cleaners gels 62% market penetration.
- Dry shampoos 20% growth in hair care convenience.
- Exfoliators 15% share in body care products.
- Fabric stain removers 27% of specialty laundry.
- Lip balms 32% of oral-perioral care sales.
Product Segments Interpretation
Looking at these numbers, it seems the global motto for 2023 was 'wash the face, scrub the sink, soften the shirt, and for goodness' sake, don't forget the deodorant.'
Regional & Global Trends
- Global home care market CAGR 5.1% in Asia-Pacific 2023-2030.
- North America personal care e-commerce 45% of sales 2023.
- Africa home care growth 7.2% highest globally 2023.
- China dominates 35% Asia personal care market share.
- India urban demand drives 12% annual home care rise.
- Latin America natural products trend 60% preference.
- Middle East luxury skincare imports $10B in 2023.
- Europe eco-regulations boost sustainable home care 8%.
- U.S. private label personal care 25% market penetration.
- Southeast Asia sachet packaging 70% sales volume.
- Australia organic personal care 22% premium segment.
- Russia import substitution home care +15% local growth.
- Japan aging population drives senior care 30% share.
- Brazil e-commerce home care tripled since 2020.
- GCC countries halal personal care $7B market.
- Sub-Saharan Africa urban migration +10% cleaners demand.
- Canada plant-based shifts 40% new launches.
- South Korea K-beauty exports $12B global influence.
- Mexico informal sector 55% home care distribution.
- Turkey inflation impacts 20% value growth personal care.
- Vietnam millennial boom 18% CAGR personal care.
- South Africa premiumization 25% sales uplift.
- Indonesia halal certification 90% market coverage.
- UK post-Brexit supply chain shifts +5% costs.
- Nigeria population growth fuels 9% home care.
- Thailand tourism recovery boosts hotel amenities demand.
- UAE sustainability mandates 50% green products by 2025.
- Philippines sachets dominate 80% rural sales.
- Germany zero-waste stores 15% urban penetration.
Regional & Global Trends Interpretation
From Japan's seniors to Africa's booming cities, and from South Korea's exported beauty to Latin America's love of all things natural, the global home and personal care industry is a fragmented yet fiercely competitive tapestry where growth is now dictated by demography, digital shelves, and distinct local demands for everything from sachets to sustainability.
Sustainability Practices
- 72% of personal care packaging uses recyclable materials globally in 2023.
- 45% reduction in water usage per unit in home care production since 2015.
- 60% of brands launched biodegradable laundry pods by 2023.
- Palm oil usage cut by 30% in skincare formulations industry-wide.
- 85% consumer demand for zero-waste personal care refills.
- Carbon footprint of home cleaners down 25% via green chemistry.
- 50% of EU personal care complies with microplastic ban 2023.
- Recycled plastic in bottles reaches 35% average.
- Vegan formulations now 28% of new product launches.
- Energy-efficient production saves 20% GHG emissions industry.
- 67% shift to plant-based surfactants in detergents.
- Waterless shampoos reduce usage by 90% per wash.
- 40% brands certified carbon neutral in personal care.
- Compostable wipes introduced, 15% market penetration.
- Sustainable sourcing of shea butter 55% supply chain.
- pH-neutral cleaners prevent 30% waterway pollution.
- 75% reduction target for packaging by 2030 met early by leaders.
- Bio-based preservatives replace 40% synthetics.
- Solar-powered factories 22% of production capacity.
- FSC-certified paper packaging 68% adoption.
- Enzyme-based cleaners cut energy use 50% in laundry.
- 90% recyclable aluminum in deodorant packaging.
- Regenerative agriculture for ingredients 12% coverage.
- Plastic-free initiatives in 35% shower products.
- Wastewater recycling 65% in manufacturing plants.
- 55% growth in upcycled ingredient products.
- Low-phosphate detergents standard, reducing eutrophication 40%.
Sustainability Practices Interpretation
The industry is sprinting toward a greener future, with consumers demanding radical change and companies responding by revolutionizing everything from packaging to production, though the gap between ambitious targets and widespread adoption reveals the hard truth that sustainability is a marathon we’ve only just begun.
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