Asia Pacific Household Care Market Report and Forecast 2024-2032

Asia Pacific Household Care Market Outlook

The Asia Pacific household care market is being driven by the robust growth of the industry in India. In 2020, the India household care market attained a value of nearly USD 10 billion. The industry is expected to witness a further healthy growth within the country aiding the growth of the Asia Pacific market in the forecast period of 2024-2032.

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The Asia Pacific is one of the leading consumers within the global industry, along with North America and Europe. The Asia Pacific household care market is being driven by the robust demand from the laundry detergents segment. The region accounts for 50% of the global laundry detergents industry. Thus, the overall Asia Pacific market is expected to contribute to the projected 26% growth of the global laundry detergent market in the coming five years. The global laundry detergent market is expected to grow at a projected CAGR of 4.7% in the forecast period of 2024-2032.

Within the Asia Pacific region, China and India are the leading consumers of household care products. The two countries are also significant regional markets for laundry detergent within the Asia Pacific. China accounts for nearly 70% of the laundry detergent industry within the region. India, however, is projected to witness a healthy growth within the overall household care segment. Laundry care accounts for over half the household care market in India. The industry in India is being driven by the growing hygiene consciousness among the population aided by various government initiatives like the ‘Swachh Bharat Abhiyan.’ With key players in the industry promoting the government initiative, the industry is further expected to be propelled forward. The growing penetration of washing machines within the country is also furthering the industry growth. In 2017, the market size of washing appliances stood at nearly 5 million units and was estimated to have grown nearly 11% in the FY2018.

Market Segmentation

The term, ‘household care,’ refers to the maintenance of cleanliness and hygiene of household surfaces and products like toilets, kitchen surfaces, utensils, laundry, and other hard surfaces. The term can also include products that improve the aesthetics of household items like enhancing their shine, colour, or brightness, in addition to cleaning them. On the basis of product types, the industry can be divided into:

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• Laundry Detergents
• Laundry Additives
• Dishwashing
• Hard Surface Cleaners
• Toilet Care 
• Others

The report covers the regional markets like China, India, and Japan, among others.

Market Analysis

The Asia Pacific household care market is being aided by the robust growth of the industry within the emerging countries of the region. The growing economy of the countries in the Asia Pacific is expected to drive the industry growth. The economy of India, one of the major regional markets within the Asia Pacific, is projected to witness a 7.4% hike in FY2021. In FY18, the Indian economy grew by 6.7%, witnessing a rebound from the impact of the demonetization and GST implementation. The growth of the consumer durables sector and increased electrification in India is also aiding the growth of the household care industry in the country, with growing penetration of household products like washing machines.

The growing middle class and rapid urbanization is also aiding the Asia Pacific household care market growth. The middle and high-income classes in the region are especially driving the growth of the value-added product section. With people becoming increasingly health and hygiene conscious, they are seeking out products that are organic and free of harmful chemicals. Thus, the industry is being further propelled by the launch of natural and phosphate-free products by major players. The leading players are also exploiting the rapidly expanding e-commerce industry in the Asia Pacific to boost the sales of household care products. The rise in innovation and product diversification will further aid the industry growth in the region.

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Competitive Landscape

July 2020- Reckitt Benckiser has launched multiple products in its premium segment in India like Woolite, its liquid detergent brand, and Harpic Platinum, a premium variation of its toilet cleaner brand, Harpic. The British FMCG company has further boosted its laundry care segment in India by re-launching its stain remover brand, Vanish, in the country.

The report gives a detailed analysis of the following key players in the Asia Pacific household care market, covering their market share, capacity, and latest developments like mergers, acquisitions, and investments, capacity expansions, and plant turnarounds:

• Unilever
• Reckitt Benckiser
• Kao Corporation
• The Procter & Gamble Company
• Henkel AG & Co. KGaA
• The Clorox Company
• SC Johnson
• Church & Dwight Co., Inc.
• Colgate-Palmolive Company
• Others

The comprehensive report by EMR looks into the macro and micro aspects of the Asia Pacific household care market. It gives an overview of the other regional markets like North America, Latin America, Europe, and the Middle East and Africa. The report assesses the industry based on the Porter’s Five Forces model. It also offers a SWOT as well as a value chain analysis.

Key Highlights of the Report