SUSTAINABILITY VS. MARKET GROWTH IN HOUSEHOLD AND PROFESSIONAL CLEANING PRODUCTS

ABSTRACT

The global market for cleaning and personal care chemicals—including detergents, dishwashing liquids, disinfectants, and cosmetics—is experiencing rapid growth. Household cleaning products are projected to expand from USD 207.9 billion in 2024 to USD 384.3 billion by 2034 (CAGR 4.4–6.4%), with the disinfectants segment growing even faster at 10.8% CAGR (USD 31.4 billion in 2023 to USD 63.1 billion by 2030). Simultaneously, environmental challenges are intensifying, particularly regarding chemical pollutants such as triclosan and volatile organic compounds (VOCs). This review synthesizes current market trends, pollutant data, and innovations in sustainability practices within the cleaning industry. It provides actionable insights for brand managers navigating the balance between market growth and environmental responsibility, while responding to evolving regulatory frameworks and consumer expectations.

АННОТАЦИЯ

Глобальный рынок химических средств для чистки и ухода за собой — включая моющие средства, жидкости для мытья посуды, дезинфицирующие средства и косметику — демонстрирует стремительный рост. Прогнозируется, что объем рынка бытовых чистящих средств увеличится с 207,9 млрд долларов США в 2024 году до 384,3 млрд долларов США к 2034 году (среднегодовой темп роста — 4,4–6,4 %), при этом сегмент дезинфицирующих средств будет расти еще быстрее — на уровне 10,8 % (с 31,4 млрд долларов США в 2023 году до 63,1 млрд долларов США к 2030 году). Одновременно усиливаются экологические вызовы, особенно в отношении таких химических загрязнителей, как триклозан и летучие органические соединения (ЛОС). В данном обзоре обобщаются актуальные рыночные тенденции, данные о загрязнителях и инновационные практики устойчивого развития в индустрии чистящих средств. Статья предоставляет практические рекомендации для бренд-менеджеров по достижению баланса между ростом рынка и экологической ответственностью в условиях меняющихся регуляторных требований и потребительских ожиданий.

Keywords: household cleaning, disinfectants, triclosan, VOCs, green cleaning, sustainability, brand management.

Ключевые слова: бытовая химия, дезинфицирующие средства, триклозан, ЛОС, экологичная уборка, устойчивое развитие, бренд-менеджмент.

Introduction

Household and professional cleaning products are integral to modern life, playing a crucial role in public health and hygiene. Since the onset of the COVID-19 pandemic, demand for cleaning products has surged, particularly for surface disinfectants and personal hygiene-related chemicals. This heightened awareness of hygiene is likely to persist, driving continued growth across product categories.

The global household cleaning products market is estimated at USD 207.9 billion in 2024, with projections suggesting an increase to USD 335.6–384.3 billion by 2034, representing a compound annual growth rate (CAGR) of 4.4–6.4%. The disinfectants and antiseptics market is growing even more rapidly, forecasted to double from USD 31.4 billion in 2023 to USD 63.1 billion by 2030 (CAGR 10.8%). Parallel to this growth is an increasing consumer demand for green cleaning products, with this segment expected to expand from USD 270.9 billion in 2022 to USD 430.6 billion by 2030 (CAGR ~6%).

While this growth is encouraging for manufacturers and brand managers, it brings environmental responsibility into sharper focus. Numerous studies highlight the risks associated with chemical residues in cleaning products, particularly triclosan, triclocarban, and various VOCs. These substances persist in the environment, disrupt ecosystems, and contribute to adverse human health outcomes. Moreover, new regulatory frameworks and consumer preferences are pushing brands to innovate and adopt more sustainable practices.

As a brand manager in this field, I have experienced first-hand the challenges of reconciling market dynamics with sustainability goals. This article provides an integrative review of current market trends, environmental risks, and strategic responses available to brands in this evolving landscape.

Materials and Methods

This article adopts a narrative review methodology, synthesizing information from a broad range of publicly accessible sources relevant to market trends, environmental impacts, and sustainability practices in the household and professional cleaning products industry.

Quantitative market data were gathered from recent industry reports published by Mordor Intelligence, Precedence Research, and Global Market Insights. These reports provide consistent figures regarding market size, growth rates, and segmentation, which were triangulated to ensure reliability.

To assess the environmental impacts of key chemical components such as triclosan and volatile organic compounds (VOCs), a comprehensive literature review was conducted using databases such as PubMed Central (PMC) and NCBI. Peer-reviewed studies on triclosan occurrence in wastewater, sediment bioaccumulation, and ecotoxicological effects were prioritized. Particular attention was paid to recent studies documenting post-treatment triclosan levels in both U.S. and European wastewater treatment plants.

Regulatory frameworks and ingredient disclosure requirements were reviewed through the European Chemicals Agency (ECHA) REACH database, the US EPA Safer Choice program, and state-level legislation such as California’s Cleaning Product Right to Know Act.

In addition, this review incorporates insights from industry case studies of leading brands, including Unilever, Ecover, and Frosch, focusing on their approaches to sustainability innovation in product reformulation, packaging, and consumer communication.

By integrating these multiple data sources, the article aims to provide a comprehensive and balanced perspective on the current state of the industry and the strategic options available to brand managers.

Results

Market Trends and Environmental Impacts

The cleaning products industry is undergoing rapid transformation, driven by both market opportunities and sustainability imperatives.

Table 1.

Global market growth of household and professional cleaning products

Figure 1. Market Growth of Household & Professional Cleaning Segments (2022–2034)

Source: compiled by the author based on multiple market studies.

Growth drivers include heightened hygiene awareness, regulatory pressures, innovations in product formats (such as concentrates and probiotics), and the shift toward circular economy principles.

Environmental challenges persist, particularly regarding triclosan. This antimicrobial agent, once widely used in soaps, disinfectants, and personal care products, has been found to persist in wastewater effluent and sediments. US wastewater treatment plants report effluent concentrations of 0.2–2.7 µg/L, with European WWTPs documenting similar post-treatment residuals of 0.027–2.7 µg/L. In sediments and aquatic biota, triclosan bioaccumulates, disrupting microbial communities and contributing to the development of antimicrobial resistance. Studies suggest that even nanogram-per-liter levels can induce shifts in community structure, impacting ecosystem resilience.

VOCs represent another significant risk vector. Emissions from conventional cleaning products contribute to indoor air pollution, a key determinant of respiratory health. Compounds such as limonene, phthalates, and terpenes react with indoor ozone, generating secondary pollutants like formaldehyde. A 2023 report in The Guardian revealed that cleaning workers experience a 50% higher incidence of respiratory disease, largely due to VOC exposure in enclosed environments.

Discussion

Brand Strategy in a Sustainability-Oriented Market

Balancing efficacy, compliance, and sustainability is a central challenge for brand managers in the cleaning products industry. Reformulating products to maintain performance while eliminating environmentally hazardous substances requires substantial investment in R&D. Green raw materials, while safer, can cost 25–40% more, necessitating strategic pricing and consumer education.

Credible eco-certification is critical in building trust. The proliferation of labels has led to consumer skepticism about green claims. Brands must prioritize third-party certifications such as Ecocert and EPA Safer Choice to substantiate their environmental credentials. Concurrently, regulations such as the EU’s REACH and California’s Ingredient Disclosure Act mandate greater transparency, compelling brands to fully disclose product compositions.

Packaging innovation is another area of differentiation. European pioneers like Ecover and Frosch have introduced refillable packaging stations and concentrated refill pouches, substantially reducing plastic waste and emissions. These solutions resonate strongly with consumers, particularly among younger demographics.

Emerging product formats, such as probiotic cleaners, represent a paradigm shift in functional innovation. By leveraging live bacterial cultures to achieve long-lasting surface hygiene, products like Cif Infinite Clean reduce the reliance on chemical biocides and align with the principles of ecosystem-friendly cleaning.

Consumer Behavior and Market Dynamics

Consumer behavior is increasingly influenced by sustainability considerations. Recent surveys indicate that 74% of European consumers consider environmental impact when purchasing cleaning products. However, price sensitivity remains high, particularly in emerging markets.

To navigate this landscape, brands must adopt transparent communication strategies, leveraging tools like smart labels (QR codes) to provide detailed sustainability narratives and lifecycle impact data. This approach fosters deeper consumer engagement and brand loyalty.

Additionally, proactive monitoring of chemical emissions, particularly persistent pollutants like triclosan, is essential. Brands should collaborate with wastewater authorities and academic institutions to assess and mitigate environmental impacts throughout the product lifecycle.

Conclusions

The global cleaning products market is poised for sustained growth, driven by hygiene trends and demand for sustainable products. Yet the industry faces substantial environmental and public health challenges linked to chemical residues and indoor air pollutants.

Brand managers are pivotal in shaping the industry’s trajectory. Through strategic reformulation, verified certification, sustainable packaging, and transparent consumer communication, companies can transform sustainability from a regulatory obligation into a source of competitive advantage.

Moving forward, collaboration across the value chain—spanning raw material suppliers, packaging innovators, and environmental scientists—will be key to achieving both business success and genuine environmental stewardship.

References:

1. Precedence Research. Household Cleaning Products Market Size & Forecast 2025–2034. 2025.
2. PMC. Triclosan: A Widespread Environmental Toxicant. PMCID: PMC4774862. doi:10.1289/ehp.990026
3. NCBI. Wastewater Triclosan Levels & Ecological Effects. doi:10.1002/etc.5557
4. The Guardian. VOC Exposure in Cleaning Workers. 2023.
5. Global Market Insights. Household Cleaning Products Market Size & Trends. 2025.
6. Wikipedia. Environmental Impact of Cleaning Products. 2025.
7. Wikipedia. Frosch Brand Overview. 2025.
8. Wikipedia. Ecover Brand Overview. 2025.