Household cleaning products are non-food chemicals used for cleaning, pest control, and to maintain hygiene. Improper household cleaning leads to number of diseases such as diarrhea and buruli ulcer. Therefore, increasing awareness regarding cleanliness is further expected to escalate the growth for household cleaners. According to 2015 WHO data, inadequate sanitation globally, has caused 280,000 diarrheal deaths annually. In addition to this, diseases such as Guinea Worm Disease, Buruli Ulcer, Trachoma, and schistosomiasis spread from lack of proper hygiene and sanitation practices in the house. Thus, adoption of household cleaners is increasing leading to growth of the market. These cleaners contain cleaning agents such as acids, alkalis, surfactants and degreaser, which aid in preventing infection caused by harmful microbes such as cyanobacteria, acidobacteria, staphylococcaceae, and streptococcaceae. For instance, Swiffer offers Wet Jet Antibacterial Cleaner, which is used for floor cleaning.
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Global Household Cleaners Market Taxonomy:
By Product Type:
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All-Purpose Cleaning
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Abrasive Cleaners
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Powders
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Liquids
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Scouring Pads
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Non-Abrasive Cleaners
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Powders
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Liquids
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Sprays
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Specialty Cleaners
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Kitchen, Bathroom, Glass and Metal Cleaners
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Disinfectants and Disinfectant Cleaners
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Bleaches
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Glass Cleaner
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Drain Cleaner
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Glass Multi-Surface Cleaners
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Metal Cleaners and Polishes
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Oven Cleaners
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Shower Cleaners
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Tub, Tile and Sink Cleaners
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Toilet Bowl Cleaners
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Floor and Furniture Cleaner
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Dusting Products
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Furniture Cleaners and Polishes
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Floor Care Products
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Carpet and Rug Cleaners
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Others
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Global Household Cleaners Market Outlook:
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North America accounted for 30% of the global household cleaners market followed by Europe in 2016. These products have been already adopted for very long time in these developed markets as a result of existing awareness and importance of cleaners. Similarly, high standard of sustainable living lifestyle also appertains to maturity of these markets. However, increasing regulation on use of chemical cleaners has led to minimal growth in both of the regions. Occupational Safety and Health Administration (OSHA) revised its regulations by GHS (HazCom 2012), which will govern labelling of products. According to OSHA, products labelling must have brand name, hazard statement, precautionary statement, and pictogram. This is expected to lead to declining popularity of these cleaners among consumers, owing to increasing awareness regarding harmful chemicals used in them.
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Enhanced sanitation standards in emerging countries of Asia Pacific is expected to lead to increasing demand for household cleaners. According to country statistics available in JMP database of 2010, there has been a proportional increase of 20% in people of East Asia, who have improved sanitation from 1998 to 2008. Therefore, Asia Pacific market is expected to exhibit high growth over the forecast period.
Key players in the market are focusing on increasing their product portfolios through acquisition strategy and to maintain their positions in the competitive market. For instance, SC Johnson, a U.S-based company that manufactures household cleaning products acquired Method and Ecover brands from People Against Dirty in September 2017.The objective of the company was to enhance its product portfolio.
Global players in the household cleaners market include Godrej Consumer Products, S.C. Johnson & Son Inc., Henkel AG & Company KGaA, The Clorox Company Reckitt Benckiser Group plc, Kao Corporation, Bombril S.A, Colgate-Palmolive, McBride Church & Dwight Co. Inc. Unilever, Procter & Gamble, and Seventh Generation.
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