Cleaning products industry in Europe - statistics and facts

The European cleaning products market

The household cleaning and hygiene products market in the EU has grown in recent years to be worth over 30 billion euros. Looking at different product groups, laundry care products made up almost 50 percent of the total market value. Surface care products were the second most valuable market segment, followed by dish washing and maintenance products. Germany is home to the largest home and laundry care market in Europe, with a value of around 5.18 billion U.S. dollars. The UK and France follow in second and third place.

Leading cleaning product companies

Henkel is a leading manufacturer of cleaning products and one of the key players with brands like Persil and Pril. In 2020, Henkel's laundry and home care business segment produced a revenue of around 6.7 billion euros, an increase of almost 2.4 billion euros over a period of ten years. A large share of Henkel’s revenue is generated Western Europe. Procter & Gamble, another key player with brands such as Ariel and Mr. Clean, had net earnings in their fabric and home care business segment of around 4.15 billion U.S. dollars in 2020. Some 22 percent of Procter & Gamble’s net sales were generated in Europe in the same year.

COVID-19 impact

The value of the cleaning products market in Europe can be expected to grow further following the outbreak of the pandemic and subsequent changes in cleaning habits to mitigate the risk of contracting COVID-19. Survey respondents in the UK have consistently reported purchasing more cleaning products than usual between March 2020 and February 2021. Additionally, according to surveys carried out both pre- and mid-pandemic, respondents in almost all parts of Europe increased their use of disinfectant, antibacterial, or bleach products at home.

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