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Multifunctionality and Economic Stability Drive Industry Growth
Home care in the US demonstrated resilience in 2025, with a total retail value of USD40.2 billion and a growth rate of 2%, driven by easing inflation and lower interest rates. Laundry care remained the largest category, with a retail value of USD18.5 billion. E-commerce emerged as a significant channel, accounting for 31% value share. The industry is expected to continue growing at a CAGR of 3% to USD46.1 billion by 2030, driven by demand for convenience, multifunctionality, and sustainability. To succeed, brands should focus on these attributes in addition to innovation, while balancing performance and accessibility.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in USA?
- Which are the leading brands in Home Care in USA?
- How are products distributed in Home Care in USA?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in the US
Multifunctionality and Economic Stability Drive Industry Growth
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Multifunctionality and Economic Stability Drive Industry Growth
Chart 2 All-In-One Bleach: Clorox Scentiva Merges Disinfection and Freshness
Functional Specialisation and Logistical Optimisation
Chart 3 Seedshub Redefines Pet Care with Pet Hair Dissolver Product Awarded Pet Tech Innovation Award
Private Label and Direct-To-Consumer Brands Intensify Competition
Chart 4 DTC Sustainability Pioneer Clean Cult Continues to Expand into Mass Retail
Chart 5 Value Sales of Home Care 2020-2030
Chart 6 Volume Sales of Home Care 2020-2030
Chart 7 Sales of Home Care by Category 2025
Convenience, Efficiency and Scent to Drive the Future Growth of Us Home Care
The Sustainable Future of US Home Care
Chart 8 Analyst Insight for Home Care
Retailers Double Down: From Essentials to Eco-Premium
Chart 9 Forecast Sales of Home Care by Category 2025-2030
Leading Players Maintain Dominance through Innovation and Multifunctionality
Chart 10 Company Shares of Home Care 2025
Chart 11 Brand Shares of Home Care 2025
Offline Retail Dominates through Grocery Retailers
E-Commerce Strengthens Position as Single Largest Channel
Chart 12 Retail Channels for Home Care 2020-2025
Chart 13 Economic Context for Home Care
Chart 14 Real GDP Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in the US
Key Data Insights
How Personalisation and Technological Innovation Are Reshaping Us Air Care
Chart 20 Key Industry Trends for Air Care
How Personalisation and Technological Innovation Are Reshaping Us Air Care
Chart 21 Febreze Plug Scent Booster Leads the Shift with Personalized Intensity.
Scent as Sanctuary: Transforming Air Care with Sc Johnson
Chart 22 Yankee Candle Leads the Wellness Shift with a Bold Brand Refresh and 95 Mood-Boosting Scents.
Private Label Candles Catch Fire in Air Care
Chart 23 Value Sales of Air Care 2020-2030
Chart 24 Volume Sales of Air Care 2020-2030
Chart 25 Sales of Air Care by Category 2025
Brands to Embrace Innovation and Sustainability to Drive Growth
Chart 26 Analyst Insight for Air Care
Mood-Enhancing Air Care: Growth beyond Resilience
Smart Air Care Set to Outpace Legacy Formats
Chart 27 Forecast Sales of Air Care 2020-2030
Chart 28 Forecast Sales of Air Care by Category 2025-2030
Leading Companies Maintain Dominance through Innovation
Chart 29 Company Shares of Air Care 2025
Chart 30 Brand Shares of Air Care 2025
Supermarkets and Hypermarkets Lead Air Care Offline Distribution
Retail E-Commerce Gains Further Traction as Major Channel for Air Care
Chart 31 Retail Channels for Air Care 2020-2025
Chart 32 Economic Context for Air Care
Chart 33 Real GDP Growth 2020-2030
Chart 34 Inflation 2020-2030
Chart 35 Consumer Context for Air Care
Chart 36 Population 2020-2030
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025
Bleach in the US
Key Data Insights
Clorox Scentiva Drives Growth with Multifunctional Benefits
Chart 39 Key Industry Trends for Bleach
Clorox Scentiva Drives Growth with Multifunctional Benefits
Chart 40 Beyond Bleach Clorox Scentiva Delivers Cleaning, Freshness, and Disinfection in One Bottle
Chart 41 Value Sales of Bleach 2020-2030
Chart 42 Volume Sales of Bleach 2020-2030
Concentrated Bleach Products to Drive Sustainable Growth
Multi-Benefit Bleach: Why Convenience Wins
Private Label Has Potential to Gain Share as Leading Brands Divest
Chart 43 Forecast Sales of Bleach 2020-2030
Clorox Maintains Lead as Bleach Remains Concentrated
Chart 44 Company Shares of Bleach 2025
Chart 45 Brand Shares of Bleach 2025
Traditional Retail Channels Lead Bleach Distribution in the Us
E-Commerce Gains Traction in Bleach Sales through Convenience
Chart 46 Retail Channels for Bleach 2020-2025
Chart 47 Economic Context for Bleach
Chart 48 Real GDP Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Bleach
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Dishwashing in the US
Key Data Insights
Premium Brands Drive Value Growth through Innovation
Chart 54 Key Industry Trends for Dishwashing
Premium Brands Drive Value Growth through Innovation
Chart 55 Double the Suds, Double the Value: Dawn Reinvents Dish Care with a New and Premium Formula
Sustainability Gains Traction through Water-Saving Initiatives
Quick Wash Compatibility Fuels Demand for Time-Saving Solutions
Chart 56 Value Sales of Dishwashing 2020-2030
Chart 57 Volume Sales of Dishwashing 2020-2030
Chart 58 Sales of Dishwashing by Category 2025
Intelligent Automation and Urban Convenience to Reshape Us Dishwashing
Strategic Value and Superior Efficacy to Drive Premiumisation
Chart 59 Analyst Insight for Dishwashing
Sustainability as a Fundamental Pillar of Performance
Chart 60 Forecast Sales of Dishwashing 2020-2030
Chart 61 Forecast Sales of Dishwashing by Category 2025-2030
Leading Brands Maintain Dominance through Innovation and Sustainability
Private Label Sales Rise as Price-Conscious Consumers Seek Value
Chart 62 Company Shares of Dishwashing 2025
Chart 63 Brand Shares of Dishwashing 2025
Offline Retail Remains Dominant, While E-Commerce Makes Further Gains
Chart 64 Retail Channels for Dishwashing 2020-2025
Chart 65 Economic Context for Dishwashing
Chart 66 Real GDP Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Dishwashing
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Home Insecticides in the US
Key Data Insights
Functional Efficacy and Targeted Control Drive Sales of Home Insecticides
Chart 72 Key Industry Trends of Home Insecticides
Functional Efficacy and Targeted Control Drive Sales of Home Insecticides
Urban Pest Control and Innovation
Packaging-Led Sustainability Redefines Value and Drives Innovation
Chart 73 Value Sales of Home Insecticides 2020-2030
Chart 74 Volume Sales of Home Insecticides 2020-2030
Chart 75 Sales of Home Insecticides by Category 2025
Chart 76 Less Package, More Purpose: Ortho Home Defense Max Elevates Protection with a Lighter Footprint
Consumers Will Demand Safer and More Sustainable Solutions
Innovations in Packaging and Smart Tech Integration to Shape Future Development
Regulatory Shifts Redefine Us Insecticide Playbook
Chart 77 Forecast Sales of Home Insecticides 2020-2030
Chart 78 Forecast Sales of Home Insecticides by Category 2025-2030
Sc Johnson & Son Retains Convincing Lead of Consolidated Landscape
Chart 79 Company Shares of Home Insecticides 2025
Chart 80 Brand Shares of Home Insecticides 2025
E-Commerce Is Default Purchase Path, but Offline Remains Relevant for Urgent Needs
Chart 81 Economic Context for Home Insecticides
Chart 82 Real GDP Growth 2020-2030
Chart 83 Inflation 2020-2030
Chart 84 Consumer Context for Home Insecticides
Chart 85 Population 2020-2030
Chart 86 Consumer Expenditure 2020-2030
Chart 87 Population by Generation 2025
Laundry Care in the US
Key Data Insights
Marginal Growth Characterises Laundry Care Despite Economic Pressures
Chart 88 Key Industry Trends for Laundry Care
Marginal Growth Characterises Laundry Care Despite Economic Pressures
Tide Drive Multifunctionality with Upgraded Formula
Laundry Care Gets a Premium Fragrance Boost
Chart 89 Unstopables™ Unlimited Collection Redefines Laundry Luxury with Fine Fragrances for Everyone
Chart 90 Value Sales of Laundry Care 2020-2030
Chart 91 Volume Sales of Laundry Care 2020-2030
Chart 92 Sales of Laundry Care by Category 2025
Premiumisation and Technical Innovation to Anchor Future Us Laundry Care Growth
Chart 93 Analyst Insight for Laundry Care
Evolving Product Formats to Increasingly Cater to Diverse Consumer Needs
Chart 94 Seedshub Redefines Pet Care with Pet Hair Dissolver Product Awarded Pet Tech Innovation Award
Sustainability as a Baseline: Evolution of Eco-Conscious Laundry Care in the Us
Chart 95 Forecast Sales of Laundry Care 2020-2030
Chart 96 Forecast Sales of Laundry Care by Category 2025-2030
The Procter & Gamble Co Dominates with Multifunctional Offerings
The Procter & Gamble Co Leads Emerging Collaborations with Limited-Edition Launches
Private Label and Premium Innovations to Shape Polarised Future
Chart 97 Company Shares of Laundry Care 2025
Chart 98 Brand Shares of Laundry Care 2025
Hypermarkets and Supermarkets Drive Laundry Care Sales through In-Person Shopping
Retail E-Commerce Gains Traction with Convenience and Product Variety
Chart 99 Retail Channels for Laundry Care 2020-2025
Chart 100 Economic Context for Laundry Care
Chart 101 Real GDP Growth 2020-2030
Chart 102 Inflation 2020-2030
Chart 103 Consumer Context for Laundry Care
Chart 104 Population 2020-2030
Chart 105 Consumer Expenditure 2020-2030
Chart 106 Population by Generation 2025
Polishes in the US
Key Data Insights
Decline in Demand Reflects Shifting Consumer Priorities
Chart 107 Key Indutry Trends for Polishes
Decline in Demand Reflects Shifting Consumer Priorities
Furniture Polish Leads Value Sales
Multifunctional Cleaners Gain as Rituals Give Way to Speed
Chart 108 Spainho 5-In-1 Floor Cleaner
Chart 109 Volume Sales of Polishes 2020-2030
Chart 110 Sales of Polishes by Category 2025
Brands Must Adapt to Consumer Demand for Multifunctionality
Shoe Polish Looks to Add Value with Sustainable Solutions
E-Commerce to Drive Distribution Strategies
Chart 111 Forecast Sales of Polishes 2020-2030
Chart 112 Forecast Sales of Polishes by Category 2025-2030
Kiwi Brands Inc Sustains Lead of Moderately Concentrated Landscape
Chart 113 Company Shares of Polishes 2025
Chart 114 Brand Shares of Polishes 2025
E-Commerce Dominates Distribution of Polishes with Convenience and Competitive Pricing
Chart 115 Retail Channels for Polishes 2020-2025
Chart 116 Economic Context for Polishes
Chart 117 Real GDP Growth 2020-2030
Chart 118 Inflation 2020-2030
Chart 119 Consumer Context for Polishes
Chart 120 Population 2020-2030
Chart 121 Consumer Expenditure 2020-2030
Chart 122 Population by Generation 2025
Surface Care in the US
Key Data Insights
Consumers Drive Growth with Essential Purchases and Value Seeking
Chart 123 Key Industry Trends for Surface Care
Consumers Drive Growth with Essential Purchases and Value Seeking
The Evolution of Surface Care with Eco-Efficiency and Plant-Based Innovation
Chart 124 Safely Expands Sustainable Cleaning Line with Multi-Surface Wipes at Kroger Stores
Probiotics Emerge as Key Innovation in Surface Care
Chart 125 Clean Habits, a Leader in Microbiome-Safe Home Care Launch of Its Probiotic Cleaning Line
Chart 126 Value Sales of Surface Care 2020-2030
Chart 127 Volume Sales of Surface Care
Chart 128 Sales of Surface Care by Category
Efficiency and Simplification to Drive Future Surface Care Sales
Probiotics and Sustainability Shape Future Product Innovation
Chart 129 Analyst Insight for Surface Care
Automation and Channel Diversification to Drive Market Changes
Chart 130 Forecast Sales of Surface Care 2020-2030
Chart 131 Forecast Sales of Surface Care by Category 2025-2030
The Clorox Co and Reckitt Benckiser Lead with Strong Brand Portfolios
Chart 132 Company Shares of Surface Care 2025
Chart 133 Brand Shares of Surface Care 2025
Hypermarkets and Supermarkets Drive Surface Care Distribution
Retail E-Commerce Emerges as Most Dynamic Channel
Chart 134 Retail Channels for Surface Care 2020-2025
Chart 135 Economic Context for Surface Care
Chart 136 Real GDP Growth 2020-2030
Chart 137 Inflation 2020-2030
Chart 138 Population 2020-2030
Chart 139 Consumer Expenditure 2020-2030
Chart 140 Population by Generation 2025
Chart 141 Consumer Context for Surface Care
Toilet Care in the US
Key Data Insights
Emotional Value and Brand Resilience as Clorox Defends Premium Positioning Amid Price Pressure
Chart 142 Key Industry Trends for Toilet Care
Emotional Value and Brand Resilience as Clorox Defends Premium Positioning Amid Price Pressure
Chart 143 Clean Feels Good. Clorox Reinforces Brand Equity to Stand Out Amid Private Label & Price Pressure
Affordability and Familiarity Support Strength of Toilet Liquids/Foam
Convenience Drives Format Innovation and Sales
Chart 144 Value Sales of Toilet Care 2020-2030
Chart 145 Volume Sales of Toilet Care 2020-2030
Chart 146 Sales of Toilet Care by Category 2025
Future Growth to be Driven by Sustainability and Technology
Chart 147 Analyst Insight for Toilet Care
Navigating Price Sensitivities and Brand Loyalty
Chart 148 Forecast Sales of Toilet Care 2020-2030
Chart 149 Forecast Sales of Toilet Care by Category 2025-2030
Leading Brands Maintain Dominance through Scale and Innovation
Chart 150 Company Shares of Toilet Care 2025
Chart 151 Brand Shares of Toilet Care 2025
Supermarkets and Hypermarkets Lead Offline Distribution, While E-Commerce Is Strong Performer
Chart 152 Retail Channels for Toilet Care 2020-2025
Chart 153 Economic Context for Toilet Care
Chart 154 Real GDP Growth 2020-2030
Chart 155 Inflation 2020-2030
Chart 156 Consumer Context for Toilet Care
Chart 157 Population 2020-2030
Chart 158 Consumer Expenditure 2020-2030
Chart 159 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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