Washing Machine Cleaner Market Share

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.