PUBLISHER: Grand View Research | PRODUCT CODE: 1611529
PUBLISHER: Grand View Research | PRODUCT CODE: 1611529
The global natural household cleaners market size is estimated to reach USD 13.28 billion by 2030, registering a CAGR of 11.3% from 2025 to 2030, according to a new report by Grand View Research, Inc. Rising concerns over toxic chemicals including parabens, triclosan, phthalates, and ammonia, which are present in synthetic home cleaning products, is expected to promote the utility of natural household cleaners. Moreover, various government initiatives on the ban of toxic chemicals from household cleaning products is expected to promote the utility of these products as green alternatives in the near future.
Surface cleaners emerged as the largest segment and accounted for a share of more than 55.3% in 2024. Major manufacturers including Unilever,The Procter & Gamble Company, and Henkel Ag & Co. Kgaa are launching new products in order to gain maximum customers. Moreover, giant retailer and supermarket chains including Tesco PLC and Target Corporation are launching innovative products under their private labels.
For instance, in February 2018, Tesco PLC launched a wide range of plant-based home cleaning products under the brand name 'Tesco Eco Active'. The company launched this green and natural product in order to cater to the demand for eco-cleaning products in U.K.
North America is expected to expand at the fastest CAGR of 11.8% over the forecast period. Over the past few years, major players have adopted marketing strategies including innovative product launch, expansion of production capacity, and mergers and acquisitions in order to cater to the increasing demand for natural household cleaning product in the region.
For instance, in September 2017, S. C. Johnson & Son, Inc. signed an agreement to acquire two emerging household cleaning products manufacturers, Ecover and Method. These two companies had a wide range of home care, personal care, and fabric care products, along with the customer penetration in North America, Europe, and other countries across the globe. The company acquired these companies as they have strong R&D in natural products, along with high customer base.