Summary of our market study

The hygiene and cleaning market encompasses a wide range of products and services, the structure of which varies according to the specific segment.

Theeuropean market market for detergents and cleaning products amounted to 41.2 billion eurosin 2020,of which 79% will come from the consumer hygiene sector, i.e.32.4 billion eurosand 21% from the professional hygiene sector, i.e.8.8 billion euros.

This market can be classified into two main segments: surface care products, which include laundry, stationery, tableware, cleaning products, maintenance products and air fresheners, and more specialized products such as hand hygiene and disinfectants.

The cleanliness market is distinct from the hygiene-beauty market, which covers beauty and personal care products such as shaving foam, shampoo and make-up.

Hygiene and cleaning market trends in the domestic sphere

There are two main segments: surface care products and specialized hygiene products.

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 vast and varied segment. Households maintain traditional cleaning habits, relying on a wide range of solutions to accomplish daily cleaning tasks.

The market for more specific products, such as hand hygiene products and disinfectants, has received particular attention since the pandemic. Demand for antibacterial and antiviral products has exploded

Key players in hygiene and cleaning

This sector encompasses a wide range of essential products, from surface care products to specialized sanitary products. Procter & Gamble: a market leader

  • Unilever: another industry giant
  • Reckitt Benckiser: specialist in the surface care and specific hygiene sectors
  • Georgia-Pacific: strong presence in paper products.
  • Ecolab: Global specialist in industrial and institutional cleaning solutions
  • Kimberly-Clark: With its Kleenex and Scott brands, has a significant weight in the paper products subdivision of the market.
  • Paredes Orapi
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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 presented in this market study

  • 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. :

McBride
Orapi groupe
Laboratoires Anios Groupe (Ecolab Group)
Christeyns
Procter & Gamble
Heritage France
Henkel
Kersia
Paredes Orapi
Altaïr Brunel Groupe
Alcornoderman
Avanteam group

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