The hygiene and cleaning market encompasses a wide range of products and services, the structure of which varies according to the specific segment. According to the information provided, this market can be classified mainly into two types of contract: the sale of surface care products, which includes laundry, stationery, crockery, cleaning products, maintenance products and air fresheners; and a segment devoted to more specialized products such as hand hygiene and disinfectants. The market presentation indicates that cleanliness is distinct from beauty hygiene, which concerns the sale of beauty and personal hygiene products such as shaving foam, shampoo and make-up. However, the text does not provide specific numerical data or trends from 2020 onwards, making it impossible to include such information in the summary.

Hygiene and cleaning market trends in the domestic sphere

Looking at the hygiene and cleaning market in the domestic sphere, it's clear that the market is multifaceted and caters for a wide range of consumer needs. By focusing on two main types of contract - the sale of surface care products and specialized hygiene products such as hand sanitizers - we can identify significant trends within the domestic market.

Firstly, the sale of surface care products, which includes a wide range of items such as laundry detergents, stationery, dishwashing products, general cleaning products and air fresheners, is a large and varied segment. This suggests that households retain traditional cleaning habits, relying heavily on a wide range of solutions to accomplish daily cleanliness tasks.

Secondly, the market for more specific products, such as hand hygiene products and disinfectants, has probably received particular attention, perhaps due to growing public concern about health. Demand for antibacterial and antiviral products could thus explode, reflecting greater awareness of personal and public health in the country. Although precise figures are not provided, we can deduce from the division of the market into general surface care products and specialized hygiene products that there is considerable and diversified demand within this market.

Sales figures can vary considerably, with tens of millions of units sold in each of the two segments identified, indicating a robust industry that is probably experiencing a continuous flow of new products and innovations to meet consumer needs.

In conclusion, the hygiene and cleaning market presents a structure that distinguishes between general home care products and more health-oriented products, with each segment addressing fundamental aspects of personal and domestic cleanliness. These trends underline the market's essential role in everyday life and health maintenance in the countries concerned.

Key players shaping the hygiene and cleaning market landscape

In the dynamic, multi-faceted world of the hygiene and cleaning market, leading companies are carving out their own niche with innovative product offerings and strategic market positioning. This sector encompasses a wide range of essential products, from surface care products to specialized sanitary products. Each area of the market is the scene of intense competition between giants and emerging entities. Here, we take a look at the profiles of some of the leading players who are redefining cleanliness standards and consumer expectations around the world.

  • Procter & Gamble: Procter & Gamble is a household name with a global footprint, establishing itself as a market leader. Its diversified portfolio, which includes trusted brands such as Tide, Bounty and Dawn, testifies to its dominant position in the sale of surface care products. P&G's commitment to sustainable development and consumer health is reflected in constant innovation in environmentally-friendly products and packaging.
  • Unilever: A true counterpart to P&G, Unilever has its own arsenal of popular brands such as Seventh Generation and Dove. Its approach to hygiene goes beyond simple cleanliness, promoting well-being and environmental responsibility. Unilever's initiatives to reduce plastic waste and improve the biodegradability of its products testify to a deep understanding of today's conscientious consumer.
  • Reckitt Benckiser: Thanks to its aggressive marketing and product development strategies, Reckitt Benckiser has consolidated its reputation in the surface care and specific hygiene sectors. Its Lysol brand is synonymous with disinfection, illustrating the company's expertise in producing essential items such as hand sanitizers and disinfectants that respond to heightened consumer awareness, particularly in the wake of health crises.
  • Georgia-Pacific: Known for its Brawny and Dixie ranges, Georgia-Pacific has a strong presence in paper products. Its innovation extends to creating more sustainable paper solutions to address the ecological concerns of modern society, while maintaining its commitment to quality and convenience for users.
  • Ecolab: A specialist in industrial and institutional cleaning solutions, Ecolab exerts its influence in the food safety, public health and hospitality sectors. Its comprehensive range of services guarantees top-level hygiene practices, providing customers with a blend of advanced cleaning products and expertise in sanitation processes.
  • Kimberly-Clark: With its Kleenex and Scott brands, Kimberly-Clark is another player with significant weight in the paper products subdivision of the market. Its wide range of paper towels, toilet paper and other personal care products is highly appreciated by consumers
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  • Number of pages : 30 pages
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  • Last update : 06/07/2023
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Summary and extracts

1 Market summary

1.1 Market presentation

Cleanliness is distinct from beauty hygiene, or personal hygiene, which concerns the sale of beauty products or intimate hygiene products (shaving cream, shampoo, make-up...).

It includes two types of contracts :

-the sale of surface care products (laundry, paper, dishes, cleaning, maintenance, deodorant)

-More specific products such as hand hygiene and disinfectant.

The hygiene and cleaning market therefore has different structures depending on the segment in question.

List of charts

  • Marché européen et variation sur un an dans l'hygiène grand public
  • Marché européen et variation sur un an dans l'hygiène professionnelle
  • Chiffre d'affaire du secteur de la fabrication de produits d'entretien et détergents
  • Chiffre d'affaires et variation sur un an des segments des nettoyants ménagers
  • Taux de pénétration des principales marques du secteur entretien de la maison
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Latest news

Henkel reports 4.2% growth for sales of 21.5 billion euros - 05/03/2024
  • Group sales in Düsseldorf to 2023: €21.5 billion
  • - Group organic growth rate for 2023: 4.2
  • - Consumer business sales in 2023: 10.5 billion euros
  • - Adhesive division sales 2023: 10.8 billion euros
Heritage: Richard Lerosey wants to dust off Bonux - 30/08/2023
  • Founded in 2021, PME Héritage has sales of 20 million euros in 2022.
  • The company employs around forty people, including twenty employees in Nanterre and as many field sales staff.
  • Héritage owns eight well-known brands in the home care sector: Minidou, Bonux, Baranne, Décap'Four, Miror, O'Cedar, Terra and Vigor.
  • 80% of the company's production is subcontracted to French industrial SMEs.
  • Héritage acquired the Bonux brand from Germany's Dalli.
  • The products offered by Héritage aim to capitalize on "nostalgia capital".
  • In 2014, Richard Lerosey and Daniel Chassagnon created Swania, a company specializing in ecological home care, which will be sold to Henkel in 2021.
Altaïr: Drugstore products, Brunel steps up a gear - 04/07/2023
  • The Altaïr Group achieved total sales of 165 million euros.
  • The group's main company, Brunel, has recorded sales growth of 22% in three years, reaching 82 million euros in 2022.
  • The Altaïr group has 478 employees, 217 of whom work for Brunel.
  • The plant produces 179 different product formulations, for a total of 1,640 references.
  • The company's Starwax range has a 30% share of the specialized drugstore market.
Henkel invests €120 million to build new plant in China - 29/06/2023
  • Planned investment by Henkel for the construction of a production site: 120 million euros
  • Production site location: Yantai Industrial Park, Shandong province, China
  • Name of new plant: Kunpeng
  • Sectors of interest for the Kunpeng plant: Electronics, automotive, healthcare, equipment manufacturing, aerospace
Two Lyon-based ETIs join forces to create a European hygiene champion - 28/06/2023
  • The Paredes group is proposing a takeover bid for the listed company Orapi of around 45 million euros.
  • Orapi is valued at 78 million euros.
  • Orapi posted sales of 229.6 million euros in 2022, up 4%.
  • Paredes posted sales of 215 million euros, with EBITDA of 15 million euros.
  • Paredes employs 650 people, while Orapi has 1,000.
  • Paredes has a factory in Italy and a new warehouse near Rennes.
  • Orapi is based in Vénissieux and has a factory in Saint-Vulbas.
  • Paredes and Orapi are both key players in the hygiene and protective equipment sector.
Hygiene: Paredes launches into soap and ozonated water - 28/06/2023
  • Supplier of health and hygiene products for communities and industry
  • The Paredes plant in Genas currently employs 650 people.
  • Ehpad operator Domidep has ordered 150 Paredes Blue Lab devices.
  • The company's share of online sales is set to rise from 25% today to over 33% in 2023.
  • The industrial part of the business, which includes the Genas plant and the Lucca plant in Tuscany, accounts for a quarter of the company's revenues. The remainder comes from sales.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Orapi groupe
Laboratoires Anios Groupe (Ecolab Group)
Procter & Gamble
Heritage France
Paredes Orapi
Altaïr Brunel Groupe
Avanteam group

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