Washing Machine Cleaner Market size is estimated at USD 700.5 million in 2024 and is set to exceed USD 1.56 billion by the end of 2037, expanding at over 6.4% CAGR during the forecast period i.e., between 2025-2037. In 2025, the industry size of washing machine cleaner is assessed at USD 745.3 million.
Washing machine maintenance is a cost-effective solution compared to purchasing new appliances regularly and investing in robust washing machine cleaners is paramount in effective washing machine care. The rapid washing machine cleaner market growth is primarily attributed to rising awareness of maintaining appliance longevity.
The United Nations Human Settlements Program considers access to washing machines as a key indicator of success in three global agendas i.e., gender equality, sustainable development goals, and new urban agenda. The UN Habitat estimated 2 million people globally have access to washing machines and the number is poised to increase exponentially during the forecast period owing to a rise in access to electricity and growing disposable incomes in families. As awareness improves, more families are implementing appliance solutions to households to minimize work and push for gender equality norms. For instance, access to washing machine is correlated with reduced burden on women as per UN Habitat.
The positive trends of adopting washing machines globally are enabling the swift growth of the washing machine cleaner market. The demand for effective washing machine cleaners increases as the number of households with washing machines grows. Washing machine cleaners help erase odors, detergent buildups, dirt accumulation, and improve the longevity of the appliance. The market is geared towards convenience and key market players are investing in products that can offer short-cycle washing machine cleaning. Additionally, artificial intelligence (AI) integration is set to usher in the next generation of washing machine cleaning solutions. For instance, in August 2024, Samsung teased an India-specific AI integrated washing machine with a self-clean cycle that can eliminate residue and odor.
Growth Drivers
Challenges
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Base Year |
2024 |
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Forecast Year |
2025-2037 |
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CAGR |
6.4% |
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Base Year Market Size (2024) |
USD 700.5 million |
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Forecast Year Market Size (2037) |
USD 1.56 billion |
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Regional Scope |
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Type (Foam, Liquid, Powder, Tablet, Bar, Others)
Foam segment is likely to capture washing machine cleaner market share of around 31.4% by the end of 2037 due to the advantages foam-based cleaners provide over traditional liquid formulations. Foam cleaners are ideal for targeted cleaning such as for rubber seals or the detergent dispenser, and often require less water to use which makes it an efficient cleaning solution. Foam cleaning solutions are rising in demand due to their cost-effective nature. In September 2023, LanzaTech announced a collaboration with Dow to introduce bio degradable foam cleaning solution.
The liquid segment of the market continues to hold a significant washing machine cleaner market share due to its versatility. Liquid cleaners continue to be a staple in numerous households owing to their familiarity and affordability. Brands are vying to release liquid cleaners that are chemically free due to the consumer shift towards chemical free sustainable products. Additionally, liquid cleaners can be used in both hot and cold wash cycles and can work in low-temperature washes. The versatility is the most significant driver of this segment.
Function (Anti-Bacterial, Anti-Microbial, Others)
The anti-bacterial segment is poised to hold a significant washing machine cleaner market share during the forecast period. Washing machine appliances can accumulate bacterial growth over time, which can be hazardous to health. As health concerns of consumers increase, the demand for anti-bacterial solutions rises as these cleaning solutions are particularly effective in preventing the spread of diseases. The segment also benefits from innovations such as products that combine anti-bacterial properties with deodorizing and stain-removal properties due to greater demand for versatile solutions in washing machine cleaning.
Our in-depth analysis of the washing machine cleaner market includes the following segments:
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Type |
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Function |
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| Price Range |
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End use |
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North America Market Analysis
North America washing machine cleaner market is anticipated to capture revenue share of over 24.8% by 2037. The U.S. leads in North America in washing machine appliances per household. Due to high rate of disposable income in the two leading regions in North America, the U.S. and Canada, the rate of spending on washing machine cleaning solutions is high. Additionally, the U.S. has the second highest purchasing power parity globally as per the International Monetary Fund (IMF) which allows brands to put forth competitive pricing in the washing machine cleaner market.
The U.S. leads the washing machine cleaner market in North America owing to a high rate of appliance usage. For instance, a U.S. Census Bureau report in 2016 indicated that 85% of U.S. households have a washing machine, and with the advent of smart solutions and increasing income, the number is poised to rise significantly more by 2024. Due to the large-scale penetration of washing machine appliances in the country, the demand for premium washing machine cleaning solutions has risen. In January 2024, a report by Prosperous America stated that washing machine prices have risen less than the overall consumer inflation in the market. This trend bodes well for the sales of washing machine appliances which is poised to positively impact the washing machine cleaner market.
Canada is a key contributor in the North America market and is poised to grow its revenue share during the forecast period. The washing machine cleaner market is benefitting from the penetration of e-commerce which allows consumers to choose and buy from a variety of washing machine cleaning solutions. Additionally, the rise of urbanization in Canada has led to demands for greater convenience leading to demand for quick washing machine cleaning solutions. Additionally, brands in Canada are offering versatile cleaning solutions to include front-load and top-load washing machines.
Europe Market Analysis
The Europe market has a large profit share in the washing machine cleaner market and is projected to increase its revenue share by the end of the forecast period. The washing machine cleaner market in Europe is experiencing growth owing to rising awareness on appliance hygiene in countries such as the UK, France, and Germany. A marker for the washing machine cleaner market growth in Europe is the shift to a hybrid work system after the COVID-19 pandemic, which has allowed consumers to focus more on home appliances and appliance care. Specialized appliance care products are gradually rising in popularity in the region as evident from the growing demands for specialized washing machine cleaning solutions that are multipurpose.
UK leads the washing machine cleaner market growth in Europe due to extremely high rate of appliance ownership in households. It is estimated that around 97% of households own a washing machine in the UK. Although the survey was more than a decade ago, the eventual increase in disposable income in UK households is expected to increase the number in current times. Additionally, global and local brands in the UK are launching easy-to-use washing machine cleaning solutions due to the growing demand for convenience in appliance care.
Germany is estimated to increase its revenue share during the forecast period owing to large-scale market penetration of household appliances and rising demands for appliance care. A Research Nester report indicates the sale of over 3 million washing machines in Germany in the year 2023. Germany requires stringent labeling of products and consumers have a higher demand for sustainable products. This has led to the growth of chemical-free anti-microbial and anti-bacterial washing machine cleaning solutions in the region.
The washing machine cleaner market has global, local, and regional players competing to retain and increase market share. Key market players are investing in cleaning solutions that consume less time and are chemical-free as per the current consumer behavior trends.
Author Credits: Rajrani Baghel
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