Consumer-Driven Change in Cleaning & Hygiene: Eco-Friendly and Concentrated Formulas on the Rise

6/3/20251 min read

brown and beige cake on white and pink floral textile
brown and beige cake on white and pink floral textile

In 2023, detergents and degreasers led the market with a 38.9% revenue share. Consumer preferences are shifting toward fresh fragrances over traditional whiteness-focused formulas, while concentrated liquid detergents are steadily replacing powders in both laundry and dishwashing applications. Across the board—packaging, ingredients, and sales—product concentration and sustainability are emerging as key trends.

Sanitizers are also expected to see strong growth between 2024 and 2030, driven by heightened consumer awareness around health and hygiene. Increased demand for anti-infection skincare, coupled with the World Health Organization’s (WHO) endorsement of hand sanitizers as a preventive health measure, has significantly boosted this segment.

The industry has seen continuous innovation, with companies expanding their product lines and reshaping the market landscape. The COVID-19 pandemic played a major role in raising global awareness about hygiene and cleanliness, leading to an unprecedented spike in demand for cleaning products and temporary shortages. In response, manufacturers increased production, driving a significant rise in global sales.

Consumer preferences are now strongly leaning toward eco-friendly and sustainable household products. There is a growing demand for cleaners made with natural ingredients that avoid harsh chemicals and reduce environmental impact. Additionally, the rising popularity of premium household products in developed markets like the U.S., UK, Canada, and Japan has further fueled industry growth.

Cleaning and Hygiene Products Market Size Report, 2030. Cleaning And Hygiene Products Market Size Report, 2030. https://www.grandviewresearch.com/industry-analysis/cleaning-hygiene-products-market-report

Citation: