Market Trends of Home Care Industry
Increasing Inclination for Home Hygiene
Hygiene is more than just cleanliness because cleanliness involves the removal of dirt, waste, or unwanted things from the surface of objects using detergents and other necessary equipment. On the other hand, hygiene practices focus on preventing disease, with cleaning as one of the several methods. Earlier, despite a general awareness of its importance, hygiene consciousness among the masses was not too high. This changed with the COVID-19 pandemic. India's growing number of households, disposable income, and increased purchasing power for home care and hygiene products are driving the sales of home care products across the country's residential sector. According to the Ministry of Statistics and Programme Implementation (MOSPI), in 2021, per capita income across India was recorded at nearly INR 86,659, an increase from INR 83,003 in 2017. These figures are associated with stronger growth momentum, indicating increased economic demand.
Countries like China, Japan, Australia, and many more have been using home care products in abundance after the COVID-19 pandemic. The major players like P&G, Unilever, The Clorox Company, and many more are preparing products according to consumer requirements, which is why company revenue is growing. For instance, P&G had a revenue of USD 26,014 million in 2021 in the fabric and home care segment. Furthermore, the wide availability of cleaning products, with attractive packaging and innovative products, such as cruelty-free and eco-friendly, marketing campaigns, and increased consumer focus toward health and hygiene, is expected to boost the industry's growth.
North America Holds the Largest Market Share
The adoption of a healthier lifestyle and the increasing concerns for hygiene are the key drivers for the home care market in North American countries such as the United States and Canada. The well-established real estate sector, household expenditure, and the growth in housing units are directly related to home care sales in the United States. For instance, as per the US Census Bureau, the number of housing units reached 141.95 million in 2021, from 140.8 million in 2020, contributing to the sales of home care products in the United States at a significant scale. Vendors are introducing innovative products in terms of functionality, new ingredients, packaging, and fragrances. Consumer awareness and product knowledge about various home care products led to the introduction of high-performance and quality products. For instance, the rise in health consciousness among consumers about the prevalence of harmful diseases, such as diarrhea, led to an increase in the sales of toilet care products.
