Cleanliness and hygiene
The cleaning and detergents products industry is a substantial contributor to the European economy as well as to maintaining every home and workplace in Europe. The innovation and sustainability of our products and maintenance solutions are an essential driving force in protecting the health and wellbeing of people and our planet for future generations.
A substantial contributor to the European economy
95,000
Direct jobs in the industry
360,000
Jobs in whole value chain
About 700
Manufacturing facilities in Europe
85%
Operated by SMEs
€47,6 billion
Estimated market value of total industry (2024)
€37,8 billion
Market value (2024) of the household care products sector
€9,8 billion
Market value (2024) of the professional cleaning & hygiene products sector
500 million+
Consumers in Europe benefit from our products and services daily
Source: Euromonitor (EU 27 + UK + CH + NO).
Source: A.I.S.E. national associations’ data (EU+UK+CH+NO)
Consumer products for cleaning, hygiene and maintenance
Laundry care
- Laundry detergents, powders, tabs, liquids and other laundry aids (e.g. colour-safe laundry bleach) and fabric softeners
- Carpet cleaners
Total market value 2024 (€)
and market share (%)
Breakdown of market value for each product category
Liquid
detergents
€5,9 bn
Powder detergents
€2,3 bn
Detergent unit doses
€2,8 bn
Fabric conditioners
€3,8 bn
Laundry aids; others
€3,5 bn
Surface care
- Multi-purpose cleaners for bathroom, oven, kitchen, windows, glass and floor cleaners; descalers, drain openers, scouring agents, household antiseptics and wipes
- Bleach-based cleaners primarily marketed as surface or toilet cleaning products
- Toilet care: in-cistern devices and in the bowl systems and liquids, powders, mousses, tablets and toilet cleaning systems
Total market value 2024 (€)
and market share (%)
Breakdown of market value for each product category
Surface care
€5,9 billion
Toilet care
€2,3 billion
Dishwashing
- Hand dishwashing liquids and gels
- Machine dishwashing powders, gels, tablets and capsules; dishwashing additives such as machine cleaners, rinse aids, dishwasher salt and pre-wash sprays
Total market value 2024 (€)
and market share (%)
Breakdown of market value for each product category
Automatic dishwashing
€3,7 billion
Hand dishwashing
€2,3 billion
Maintenance products
- Air care: spray/aerosol, electric, gel and liquid air fresheners; scented candles, car air fresheners and other air care
- Polishes: shoe, floor, furniture and metal polish
- Home insecticides: spray/aerosol, electric insecticides, coils, baits and other insecticides
Total market value 2024 (€)
and market share (%)
Breakdown of market value for each product category
Air fresheners
€3 billion
Home insecticides
€1,1 billion
Polishes
€0,7 billion
Bleaches
- Chlorine-based products designed for general domestic cleaning purposes; chlorine-based laundry bleach
- Note: only products clearly labelled as bleach included here; see also laundry aids (colour-safe laundry bleach) and surface care (bleach-based cleaners marketed for surface/toilet cleaning)
Total market value 2024 (€)
and market share (%)
Professional products & solutions for cleaning,
hygiene and maintenance
Healthcare
Hygiene and disinfection of healthcare facilities: hospitals, clinics, operating theatres, cleanrooms, elderly care homes, disinfection of surgical instruments and equipment, hand and skin disinfection.
Total market value 2024 (€)
and market share (%)
Food, beverage & agriculture
Cleaning in place (CIP) chemicals, bottle cleaning, chain lubricants, disinfectants for food industry, combined cleaning and disinfection, caustic / acid / neutral surface cleaners, transportation and storage cleaning and hygiene, food contact surface disinfection; employee hygiene; products for agriculture: teat dips, sheep dips, milking equipment hygiene, stable hygiene, etc.
Total market value 2024 (€)
and market share (%)
Kitchen & catering
Dishwashing (hand / machine, liquid / powder) detergents, additives, e.g. water hardness regulators for dishwashers, glassware cleaners, rinse aids, surface cleaners for equipment, surface disinfectants, employee hand hygiene etc.
Total market value 2024 (€)
and market share (%)
Technical cleaning
Products for transportation / car / aircraft / railroad care, workshop cleaning, spare parts, industrial storage areas, equipment cleaning, metal products cleaning, degreasing, chemical treatment (phosphatising, chromatising etc), delaquering, metal surface conversion, metal working aids and water conditioning /cooling treatment.
Total market value 2024 (€)
and market share (%)
Building care
Cleaning and maintenance products: general purpose cleaners, facade cleaning (stone / wood / metal / glass / graffiti removers), floor care (general, hard surface, carpets / mats, sealants, strippers, polishes, crystallisers), sanitary cleaners, washroom services, abrasive cleaners, disinfecting cleaners, air conditioner hygiene, surface disinfectants (hospital, sanitary, general, wipes), housekeeping products, etc.
Total market value 2024 (€)
and market share (%)
Laundry care
On-premise and industrial laundry detergents, fully formulated detergents, powder / liquid detergents, pre-wash additives, boosters, pH-adjustment, water hardness regulators, bleach additives, disinfectant detergents / additives for hygienic laundry (hospital, food industry), fabric softeners, starch finishing, ironing aid, fragrance rinse, etc.
Total market value 2024 (€)
and market share (%)
