The detergent & cleaning products market - France (2025)

1.2 Global market

The global market for cleaning products and detergents is growing fast. According to Global Market Insights, its size is estimated at $***.* billion in ****, and could reach $***.* billion by ****, representing average annual growth of +*.*% (***). This momentum is underpinned by a number of structural and cyclical drivers.

Firstly, heightened hygiene awareness since the Covid-** pandemic has had a lasting impact on consumer habits, both at home and in the workplace. Cleanliness is now perceived as a fundamental lever in the prevention of health risks, reinforced by the recommendations of the CDC (***).

Secondly, global demographic growth, with a population expected to reach *.* billion by ****(***) is also intensifying the need for cleaning products in densely populated areas.

Global market size for detergents and cleaning products World, ****-****, in $ billions Source: ****

In addition, rising disposable incomes are boosting consumption of premium products, particularly ecological and specialized formulas (***). In ****, surface care products alone accounted for $**.* billion, the sector's largest item of expenditure.

Last but not least, market transformation also relies on technological and chemical innovation. More effective, better-targeted products with a reduced environmental footprint are driving growth. However, regulatory constraints, notably on authorized chemical substances, require manufacturers to make constant reformulation efforts, resulting in high R&D ...

1.3 A growing national market

In France, the everyday cleaning products market generated sales of €*.* billion in ****, according to Circana. This figure is stable compared to the previous year(***), but slightly down on the growth peak observed. Over three years, however, there will be an increase of +*.*% between **** and ****, a sign of the market's resilience despite household budget cuts.

Value sales of everyday household products France, **** vs ****, in millions of euros Source: ****

The three main product families (***) alone account for over **% of total market value. conversely, segments such as air fresheners, WC products and sponges have a smaller but sometimes dynamic share.

to remember:

The market continues to be driven by essential everyday uses. Despite apparent stagnation, some categories are benefiting from renewed usage and packaging innovations (***). The share of "other categories" remains significant, accounting for almost one-fifth of the market, illustrating the diversity of the offer, often made up of specialized or innovative products.

Market share by category in value France, ****, in % of total Source: ****

1.4 Foreign trade

Foreign trade in organic surfactants and cleaning products (***) reflects the strength of French trade in this sector. In ****, France exported $*.** billion worth of products in this category, against $*.** billion in imports, maintaining a positive trade balance of almost $** million.

Over the period ****-****, French exports rose +**%, from $*.* billion to $*.** billion, with almost continuous growth, despite a slight slowdown in **** linked to the health crisis. Imports experienced a similar dynamic (***), reaching a record level in **** before stabilizing in ****.

Foreign trade in organic surfactants and cleaning preparations France, ****-****, million $USD Source: ****

French products are mainly exported to European countries, confirming the sector's regional roots:

Germany: **.* United Kingdom: **.* Belgium: **.* Italy: *.* Spain: *.* Poland: *.* Netherlands: *.*%Non-EU countries account for **.*% of the total, illustrating the growing diversification of outlets outside the EU.

Main export destinations for cleaning products France, ****, % (***) Source: ****

French imports also come largely from Europe:

Belgium: **.* Germany: **.* United Kingdom: ** Spain: **.* Italy: **.* Netherlands: **.* Poland: *.*%"Other countries" account for **.*% of volumes, with a significant share coming from the USA and Central Europe.

This balanced positioning for both exports and imports testifies to the competitiveness of French industry in this sector.aise industry in this sector, while at the same time underlining its dependence on close trading ...

2.1 Household consumption behaviour

French household consumption of soaps, detergents and cleaning products has grown moderately but steadily over the past decade. According to INSEE's national accounts (***), expenditure has risen from *,*** million euros in **** to *,*** million euros in ****, representing growth of +**% over twelve years.

This trend reflects relatively stable demand, linked to the nature of these everyday consumer goods, which are not very sensitive to economic cycles. Annual variations are contained, with the exception of the ****-**** period, when a notable increase linked to the health crisis is observed (***), linked to the intensification of hygiene practices.

Since ****, spending has remained at a high level, reaching a new peak in ****. This trend could be explained by a combination of several factors:

higher prices linked to inflation on household products, a move upmarket in consumption (***), and the persistence of barrier gestures in post-Covid habits.

In short, French households are showing sustained, resilient demand for household products, with a trend towards normalization after the cyclical peaks, but no return to pre-**** levels.

Household consumption of detergents and cleaning products France, ****-****, value index, base *** in **** Source: ****

According to Kantar Worldpanel data, French people's spending on everyday purchases fell by *.*% between **** and ****, across all channels (***).

french spending by product ...

2.2 The French and cleanliness

Demand for detergents and cleaning products in France is driven by a number of social, health and psychological factors that shape the behavior of households and professionals alike.

The French have high expectations of cleanliness:

**% consider it essential in public places. **% believe that professionals play an essential role in guaranteeing hygiene. **% believe that cleanliness limits the spread of viruses.These data show that cleanliness is perceived as a basic standard in public spaces, which supports demand for cleaning products in areas open to the public.

Perception of cleanliness in public places France, January ****, in Source: ****

Practices are evolving towards more demanding standards:

**% of French people have become aware of the role of cleanliness officers. **% say their hygiene standards have risen over the past * years.This is a long-term change, reflecting the internalization of hygiene as a criterion of comfort and safety.

change in perception France, January ****, in Source: ****

Demand is also fueled by the need to enhance the value of cleaning work:

**% of French people think it should be better recognized. **% are in favor of daytime working, to improve conditions for operatives and the perceived quality of service.This appreciation indirectly reinforces the need for suitable, visible and ...

2.3 Delivery and e-commerce: growth drivers for demand

The rise of delivery and e-commerce is profoundly transforming the purchasing behavior of French households, including for everyday household products.

Firstly, delivery has become an essential criterion in the act of buying. According to an Ipsos x Uber study carried out in September ****, **% of consumers consider it essential in their purchasing journey, a figure that rises to **% among regular online shoppers. This level of expectation underlines the importance of a smooth delivery service, even for low-value purchases such as detergents or multi-purpose sprays.

Importance of delivery for the French France, September ****, in Source: ****

The clear preference of the French for home delivery (***), confirms that convenience has become a key driver of acceptance. Cleaning products, often heavy and unattractive to transport, fit perfectly into this logic of convenience.

What type of delivery do the French prefer? France, September ****, in Source: ****

In terms of product types, supermarket items excluding fresh produce - a category that includes detergents and household products - are ordered by delivery by **% of regular consumers. While this share remains lower than for cultural or clothing goods, it reflects the growing integration of everyday products into delivery practices.

Types of products purchased via delivery France, February ****, % of total Source: ****

Finally, ...

2.4 Gendered household tasks

Behaviors related to housekeeping are still strongly marked by gender inequalities. According to a study conducted by Poll & Roll in January ****, men claim to be involved in household chores, but their perception of the split diverges widely from that of women.

**% of men say they perform certain tasks to "help their partner". **% of men feel that chores are fairly distributed within the couple...... compared with only **% of women.

Perception of the division of household tasks France, January ****, in Source: ****

This dissonance reveals a misalignment between actual participation and recognition of domestic investment. It also reflects a still largely heteronormed vision in which men "help out", while women remain responsible for overall organization.

Certain specific tasks are still overwhelmingly carried out by women:

**% of toilet cleaning is done predominantly by women. **% for bathroom cleaning.

These data confirm that tasks considered thankless or hygiene-related continue to fall overwhelmingly on women. The cleaning products market is therefore structured not only by economic dynamics, but also by persistent social norms, which influence the distribution of roles within the home.

Distribution of specific tasks (***) France, January ****, in Source: ****

2.5 France's favorite brands

The cleaning products market is dominated by a number of long-established brands that enjoy strong consumer recognition. in February ****, according to an OpinionWay survey, the most popular brands were Saint Marc (***). These three brands stand out as everyday references, capable of combining perceived efficiency, accessibility and loyalty of use.

French people's favorite detergent brands France, February ****, in % Source: ****

Behind this leading trio, La Croix (***) continues to capitalize on its eco-responsible positioning. briochin, although down with **.*% overall preference, nonetheless appeals to a segment of the population more sensitive to artisanal and refillable products.

French people's favorite detergent brands, by gender France, February ****, in % Source: ****

However, brand perception varies according to sociological profile. Women show a marked preference for Saint Marc (***).

French people's favorite detergent brands, by age group France, February ****, in % Source: ****

Disparities are also notable by age: Saint Marc is the preferred brand across all age groups, peaking at **.*% among those aged ** and over, while Mr Propre reaches **.*% among **-** year-olds. cIF, La Croix and Ajaxalso score well, especially among young adults (***).

French people's favorite detergent brands, by socio-professional category France, February ****, in % Source: ****

Finally, according to socio-professional category, Mr Propre and Saint Marc have the largest majorities: **.*% of CSP- prefer ...

3.1 The main players in the French market

The indicator used here is CRP (***) x penetration rate x consumer choice, i.e. the number of consumer interactions with the brand.

According to this consumer choice indicator, Lotus, Mir, Sun and Spontex are the brands with the strongest presence in France in the hygiene-care and paper category.

Leading brands in the home care sector France, ****, CRP Source: ****

Kantar also provides details of the penetration rates of these brands. There are considerable disparities between the brands with the highest penetration rates in France in ****: Lotus, with the highest penetration rate, reaches **.*% of purchasing households, compared with only **.*% for Sanytol or **.* for Soupline.

Penetration rate of the main brands in the home care sector France, ****, % of sales Source: ****

3.2 French production

The manufacture of soaps, detergents and cleaning products sector is codified under NAF code ****Z. It covers the manufacture of products for personal hygiene (***).

After a decade of relative stability (***), the number of players rose sharply between **** and ****, from *** to *** companies, an increase of +**% in one year. This dynamic could be explained by the rise of eco-friendly start-ups and mission-driven brands that have launched post-Covid. However, this growth seems to have reached a plateau: *** companies were still active in ****.

Number of companies in the Soap, detergent and cleaning products manufacturing sector France, ****-****, units Source: ****

Employment preserved overall:

At the same time, the sector's payroll remains high, with *,*** employees in ****, a level comparable to ****. However, there will be a one-off drop in **** (***), probably linked to the post-health crisis impact on certain weakened structures, followed by an upturn from **** onwards.

Number of employees in the Soap, detergent and cleaning product manufacturing sector France, ****-****, units Source: ****

Concentration in southern and eastern France:

Geographically, the manufacture of soaps, detergents and cleaning products is mainly located in three regions:

Provence-Alpes-Côte d'Azur: ** companies Auvergne-Rhône-Alpes: ** companies Occitanie: ** companies

These regions alone account for over **% of production sites in France. This is due to the ...

3.3 Distribution still concentrated in supermarkets

In ****, the distribution of everyday household products continues to transform, with contrasting dynamics according to channels and brand types.

E-commerce asserts itself as the most dynamic channel

E-commerce accounted for *.*% of market share in value terms in ****, up +*.*%, while volumes grew by +*.*%. This growth reflects the rise of new digital brands (***) and changing post-Covid purchasing habits. conversely, EDMPs (***).

Home care distribution France, ****, % Source: ****

Traditional channels still dominant, but on the wane

Hypermarkets still account for **% of sales, but are down -*.*% in value and -*.*% in volume. Supermarkets, which account for **.*% of the market, limited the decline to -*.*% in value and -*.*% in volume.

value evolution of distribution channels (***) France, ****- ****, as % of sales Source: ****

Private labels on the rise, driven by themed and budget versions

Private labels now account for **.*% of the market: Themed private labels (***) show strong growth: +**.*% in value and +**.*% in volume. First-price private labels are also gaining ground, with +*.*% in value and +*% in volume, buoyed by the inflationary context.

Brand breakdown by value (***) France, ****, in Source: ****

National brands still in the majority, but under pressure

National brands retain **.*% market share, but are down -*.*% in value and -*.*% in volume. This decline illustrates their difficulty in ...

3.4 A market boosted by weather conditions and driven by dynamic new segments

In ****, the cleaning products market experienced exceptional momentum, largely influenced by exogenous factors such as a **% increase in rainfall compared with the annual average. This unprecedented climatic situation triggered strong demand for products related to domestic hygiene and humidity control.

According to a study by Circana, relayed by RTL on December **, ****, sales volumes of floor cleaners rose by +**.*% to * million liters, compared with *.* million in ****. This segment generated estimated sales of ** million euros, confirming its new central position in the home care market.

sales volume trends for floor cleaners France, **** vs ****, in millions of liters Source: ****

This growth is not limited to traditional cleaning products. The world of specialized household appliances has also benefited. Vacuum cleaners, which combine vacuuming and floor cleaning, posted spectacular growth of +**%, with sales estimated at *** million euros. Air dehumidifiers, buoyed by unusually humid conditions, saw their sales increase by +**% to +**% depending on the model, according to Julien Nivelet, Duux brand manager.

This structuring of the market illustrates both :

The responsiveness of the product range to changing economic conditions, The rise of hybrid and technological products, And the growing importance of domestic environmental needs in consumer choices.

Sales growth rate France, **** data, in % change Source: ****

4.1 Typology and distribution of products on the market

The cleaning products market in France is structured around several key segments, corresponding to clearly identified household uses. According to Circana data (***), the offer is structured around the following categories:

Multi-purpose household cleaners→ €***.*m in sales - **.*% of the market→ Products most widely used for daily surface maintenance. Dishwasher products→ €***.*m - **.*% market share→ Common use in equipped households, a very mature segment. Hand dishwashing→ ***.* M€ - **.*%→ A category still very present, particularly in small households. Air fresheners→ ***.* M€ - **%→ Air fresheners or secondary hygiene products, down slightly. scouring sponges and pads→ ***.* M€ - *.*%→ Complementary products, mostly purchased with washing-up liquids. WC products (***)→ All WC sub-categories = around *.*% of the market→ Products with targeted use but regular purchase frequency. Other products (***)→ Represent **% of the market→ Include specific products: window cleaners, stainless steel cleaners, bleach, etc.

Market share by category in value France, ****, in % of total Source: ****

Contrasting market dynamics

An analysis of annual trends in value and volume reveals a general slowdown, with a few exceptions:

only hand-held tableware is holding up +*.*% in volume (***).

segments in marked decline

sponges and pads: -*.*% in value WC gels/pastilles: -*.*% in value, -*% in volume Air fresheners: -*.*% in value, -*% in volume

4.2 Market price trends

The cleaning and maintenance products market has seen a marked rise in prices since ****, after a long period of stability. Two indicators are used to measure this trend: the consumer price index (***) for cleaning products and the import price index for soaps, detergents and cleaning products.

Between **** and ****, consumer prices for these products remained stable around index *** (***), with a slight drop observed in **** and ****. However, a sharp rebound occurs from ****: the index reaches ***.*, before climbing sharply to ***.* in ****, then ***.* in ****.This represents an increase of **% in just two years.

This increase is linked to :

general inflation, higher raw material and energy costs, improved product quality (***).

Consumer price index for cleaning and maintenance products France, ****-****, index *** in **** Source: ****

The import price index for soaps, detergents and cleaning products follows the same trend. From ***.* in ****, it climbs to ***.* in ****, then ***.* in ****. This represents an increase of **% in two years.This surge reflects :

increased dependence on certain imported raw materials, the effects of rising global logistics costs, pressure on manufacturers' and distributors' margins.

Import price index for soaps, detergents and cleaning products France, ****-****, base *** = **** Source: ****

4.4 Ramp-up of sustainable innovation in the product offering

In the detergents and cleaning products sector, product innovation is a strategic lever for meeting the dual demands of performance and sustainability. The changing expectations of consumers, who are more concerned about health and the environment, are prompting manufacturers to renew their offer, including in segments historically dominated by traditional formats such as aerosols, capsules or liquid cleaners.the ranking of the best innovations of the *st half of ****, published by Circana and relayed by LSA on September **, ****, testifies to the evolution of the offer towards more responsible solutions, while maintaining significant commercial performances.

At the top of the ranking, the sector's stalwarts retain their position:

Raid Max (***) takes *st place with sales of €*.* million. Dash Extra Fraîcheur capsules(***) follow.

But the highlight of the ranking is the breakthrough of two eco-responsible innovations:

In *th place, Briochin's eco-refill for washing-up liquid achieved sales of €***,***, proving the commercial viability of more sustainable formats. In *th place, start-up Inga makes its debut with a washable magnetic sponge, generating sales of €***,*** over the half-year.

These results reflect a gradual transformation of the offer, driven by new consumer expectations, more sensitive to the challenges of waste reduction and product reuse. They also confirm the ...

4.5 A new generation of committed digital brands is reinventing the market

In a sector historically dominated by the giants (***), a new wave of start-ups is imposing its codes, betting on digitalization, sustainability and a direct relationship with consumers.

Faced with a historically undigitized market, brands like Spring have led the way with a ***% e-commerce model. Founded in ****, Spring offers products in refillable, plastic-free packaging, sold only by subscription with scheduled delivery.

Estimated **** sales: between €* and €** million Capital raising: €*.* M in March **** Planned roll-out in supermarkets in ****, with creation of a sales force Cross-selling via its Beaudy solid cosmetics brand

This strategy helps build the loyalty of a committed community, while meeting new expectations: transparency of ingredients, exclusion of endocrine disruptors, reduction of waste.

Before entering supermarkets, many of these brands start online to test the market, consolidate their image and generate word-of-mouth:

"First you have to sell online and create a community. Then distributors gain confidence. " Baptiste Hamain, Pimpant

The Pimpant brand, created in ****, embodies another strong trend: the rise of powder or dilutable formats, which are replacing heavy, bulky liquids composed of **% water.

SALES ****: €*M **% of initial sales generated online * community fund-raisings for a total of * M€. Opening of a plant in July ****, to produce locally and launch * new washing ...

5.1 The REACH regulation

The REACH regulation(***) is a European law that came into force in **** with the aim of making the manufacture and use of chemical substances in European industry safer.[***]

This regulation applies to all chemical substances, both those used in industrial processes and those present in everyday products (***). The regulation places responsibility on companies to identify and manage the risks associated with the substances they manufacture and market. If companies are unable to demonstrate that substances can be used safely, their use may be banned or restricted.

The REACH regulation therefore affects a very large number of European companies, including manufacturers, importers, downstream users, etc.

5.2 The CLP Regulation

The CLP (***) regulation, dated December **, ****, defines the regulatory framework for the classification, labelling and packaging of chemicals for their marketing. It applies to manufacturers, importers and users of chemical substances. [***]

If a component or substance is classified as "dangerous", the entire supply chain must be informed of the risk, right down to the consumer. To ensure that consumers are fully informed of the risks posed by substances in chemical products, the CLP regulation sets out a strict framework for product labelling: pictograms or signal words. These labels indicate both the dangers for consumers and the environment: they can also give specific instructions for storing or disposing of products.

5.3 New regulations: a return to XXL promotions on hygiene and cleaning products

Since March *, ****, promotions on hygiene and cleaning products have been strictly regulated. In application of the EGAlim * law (***), supermarket chains may no longer offer discounts of over **%, bringing these products into line with the restrictions already imposed on foodstuffs. The initial aim of this measure was to combat aggressive commercial practices, stabilize prices and avoid a price war between retailers.

This provision follows on from the **** reform, which introduced a resale-at-loss threshold, obliging retailers to sell certain products at least **% above the purchase price. This threshold remains in force until April **, ****.

On February **, ****, Stéphane Travert (***), aimed at repealing the **% limit and reauthorizing promotions of up to **%, as was the case before ****. The text is due to be debated in the National Assembly from mid-March ****, before a possible passage to the Senate.

The reasons for this reform are based on several observations:

According to retailers (***). Carrefour CEO Alexandre Bompard called the law "an irresponsible and inflationary measure ", denouncing a text that would only benefit "three multinationals": procter & Gamble, Henkel, Unilever"(***). From the consumer's point of view, demand for a return to XXL promotions is strong. According to RMC BFMTV, a majority of French people would like to be able to benefit ...

5.4 Towards toxicity labelling for household products: a new regulation under study

On February *, ****, theAnses (***).

The plan is to apply two distinct scores, ranging from A (***):

A health toxicity score An environmental impact score

The aim is to provide consumers with a clear idea of the level of danger posed by products, in a context where certain potentially harmful substances (***) remain authorized below certain regulatory thresholds.

Anses tested two assessment methodologies (***), both of which produced similar results. In both cases :

A majority of the products tested received the worst rating (***). However, the agency remains cautious about interpreting the results, as sampling was limited.

It will now be up to the relevant ministries to decide whether the scheme should be rolled out across the board, and what the exact format of the display should be. A similar project had been announced as early as **** under the name "toxi-score" by Barbara Pompili, then Minister of Ecological Transition, but it had never been implemented.[***]

6.1 Segmentation

6.2 The analyst's eye

Context:

The cleaning products market is still structured around traditional retailing: hypermarkets (***) form the sector's main industrial hubs, confirming a regional logistical anchorage.

Major trends:

*st trend: Over a third of the market concerns dishwashing products(***) account for **.*% of the market by value.

*ᵉ trend: Germany and the UK are the top two export markets.They will account for **% of French cleaning product sales in ****, ahead of Belgium(***). The market therefore remains very European.

*ᵉ trend: France imports mainly from Belgium and Germany.These two countries alone account for **% of French imports, ahead of Italy, Spain and the Netherlands (***).

*ᵉ trend: Spending on cleaning products declines in ****.Spending on cleaning products declines by -*.*% compared to ****, in a general context of sobriety(***).

*ᵉ trend: Rise of private labels and e-commerce as traditional channels declineE-commerce is the only channel showing strong growth(***), while national brands are down *.*%. Demand is redirecting towards digital channels and more economical alternatives.

French expectations of the sector:

Consumers expect products that are both effective and aligned with their environmental values. **% of French people believe that cleanliness helps to preserve buildings, and **% consider that it promotes the ecological transition, stimulating demand for natural, biodegradable or refillable products ...

• McBride
• Orapi groupe
• Laboratoires Anios Groupe (Ecolab Group)
• Christeyns
• Procter & Gamble
• Heritage France
• Henkel
• Kersia
• Paredes Orapi
• Altaïr Brunel Groupe
• Alcornoderman
• Avanteam group
• BioLindo
• Buzil
• Carolin
• Ecover
• Mr Propre (Procter & Gamble)
• Reckitt Bencksider France
• St Marc
• Shine group
• Ardea groupe - Onyx
• Cotelle Lacroix (Colgate Palmolive)
• Rampal Latour
• Nature et Stratégie
• FC Johnson
• Abax Industries
• Actalys
• Actis
• Aqual Europe
• Beja
• Bioenvy International Erics Consulting (Bioenvy Internationa)
• Bioveba
• Chim 2000
• Chimiotechnic Venissieux
• Chlorex Industrie
• Christeyns France
• Développement Activités Chimiques Distribution Dacd
• Dalta
• Detergence Industrielle Francaise
• Dipter
• E&S Chimie
• Ecolab Production France
• Eurotab Opérations
• Hypred
• Id Chimie
• Inno Clean
• Maintenancever
• Manka Creation
• Manufacture France Produits D'Entretien
• Mcbride
• Obioseed
• Prochimie Industries
• Procter & Gamble Amiens
• Prodifa
• Propia
• Pyrofeu
• Sanogia
• Société De Production De Nemours Sopronem
• Soprodis
• Sté De Fabrication De Produits Industriels Libres
• Sté De Fabrication Et Distribution De Produits Industriels (Sfdpi)
• Starc
• Stearinerie Et Savonnerie De Nimes Ssn
• Sys A P Industries
• Werner & Mertz France Professional