Market and economic data


In 2019, the total market value of the household care and professional cleaning and hygiene sector in Europe was estimated at €38 billion (up from €36,7 billion in 2018). There was steady growth for the European industry, with an increase of 2% (vs 2018) for the household market and 3.2% for the professional cleaning and hygiene sector.

Household care sector

Consumers in Europe spent an estimated €30,2 billion (in 2019) on household care products (compared to € 29,1 billion in 2018). In 2019, all household care markets grew, in particular laundry and surface care. The industry is grouped around five main product areas, sold mostly through grocery retailers (85%), pharmacies and drug stores (9%). Products are affordable, easily accessible to consumers and have become "must-haves” in every household.

Professional cleaning and hygiene sector

Business customers spent an estimated €7,8 billion in 2019 on professional cleaning and hygiene products and services (compared to € 7,6 billion in 2018). In this sector, the market grew significantly for the healthcare and building care sector, as well as for the food, beverage and agriculture sector and laundry sector. The market showed a slight decline in the kitchen and catering and technical cleaning sectors.

In the professional cleaning sector, specialised cleaning and hygiene products are delivered for a wide range of sectors and applications (e.g. hospitals, nursing homes, restaurants, food factories, farms, industrial facilities, management cleaning, commercial laundries, military institutions, schools, universities, hotels). These products are supported by technical advice, expert services and equipment.