The global household cleaners market was valued at $ 27,468.6 billion in 2015 and is expected to reach $ 39,400.9 billion by 2024. This will represent a CAGR of 4.1% from 2016 to 2024 (1). Rapid urbanization and household income growth have been fuelling a new demand in Asia Pacific while the market has continued to gain significant profits across North America and Europe but with a sluggish growth.
In Asia Pacific, the adoption of healthier lifestyles and the increasing concern for infectious diseases have been some of the key drivers of the market.
The homecare and hygiene products segment has seen an increasing demand in the developed and the developing economies. The increase in commercial household cleaners such as surface deodorizers and fabric fresheners has added to the demand for household cleaners.
On the basis of product type, the household cleaners market is segmented into surface cleaners, specialty cleaners, and bleaches. Specialty cleaners hold the dominant share accounting for over 60% of the market.
Although important in developed economies, sustainability is not yet the main driver in the cleaning products market. Most important for manufacturers will be balancing this preference for eco-friendly products with an ability to meet the genuine and perceived needs of consumers linked to performance and ease of use.
In North America and Europe the demand and product awareness is mature. There are a limited number of new incremental growth opportunities. This situation will trigger brands to use packaging as the differentiator to attract consumer attention.
The major trends can be covered under 5 topics:
Above all, a cleaning product must be effective and live up to the promise made on the pack. Consumers in developed economies are more likely to pay a premium for a product if it performs well. Packaging and labels contribute and standout on the shelf.
Ease of use
Consumers have increasingly busy lifestyles. Brands are looking at ways to make products as intuitive and easy to use as possible with the promise of a cleaner place. Cleaning wipes as an example are growing in popularity due to their simple and disposable nature and packaging innovations such as dispensers and portioned sachets are proving popular with European consumers.
While performance is valued, the value for money is important. Especially in developing countries. Manufacturers can minimize costs by using less sophisticated ingredients but also reduce pack size as a way of immediately reducing the cost for their customers.
With the debates around chemicals and their impact on health, consumers are more sensitive to the ingredients and usage recommendation of household cleaning products. New regulations, especially in Europe and North America, require the labels to provide in a readable manner all the key information. Consumers in developed economies have become more aware of how their everyday activities are affecting our world and are looking for ways to minimize the impact of cleaning. A race is on for the large brands to develop and communicate sustainable messages.
For convenience products such as household cleaners, the packaging is what you see and touch. Brand owners rely on the packaging to showcase the product's efficiency and quality combined with legal information required and environmental messaging. The more recent households products tend to show friendly images rather than text only labels and use easy to recycle containers. The majority of the primary packaging is plastic with a label on it.
Pouches are gaining in popularity for household and laundry products. BOBST's 20SEVEN and 40SEVEN CI flexo presses ideally combine the demand for high quality graphics and cost-efficient production of such products. The same goes for the RS 6003 and RS 5002 if the converter's printing system of choice is gravure. BOBST K5 EXPERT can produce more rolls per day and provides significant cost saving innovations. Recent household innovative products which use advanced film processing will require the BOBST K5 VISION as it is able to handle many different film types including heat sensitive and thin gauge substrates. The CL 850 and CL 1000 laminators deliver high productivity with the flexible packaging of products like dishwasher tablets.
Household and laundry packaging is primarily cost driven. The BOBST DRO 1624/28/32 NT RS is indeed the most productive press on the market. The BOBST FFG 924 or 1228 are the most productive machines delivering up to 33.000 boxes per hour. For high format boxes production, the FFG 1232/1636 NT RS are the best solutions on the market.