The detergent & cleaning products market in France

at first glance, the French cleaning products market might seem mature and lacking in dynamism. However, behind a structure still largely dominated by traditional channels - with hypermarkets (41%) and supermarkets (32.7%) accounting for almost three-quarters of sales - lies a profound transformation. representing almost three quarters of sales in 2024 - hides a profound transformation, at the crossroads of economic, ecological and regulatory changes.

The most recent data confirm this shift. While overall consumption of cleaning products fell by -1.8% between 2023 and 2024, certain segments, such as dishwashing products, maintained their structuring weight with a 33.5% market share in 2024. At the same time, distribution is changing: e-commerce is the only channel to grow between 2023 and 2024 (+5.69%), while hypermarkets and supermarkets are in decline. On the supply side, sales of private labels rose by +15.2% for themed private labels and +8% for first-price brands in 2024, while national brands declined by -7.3%.

2024 also marked a significant advance in sustainable innovation. Players such as Briochin (€181,000 in sales with an eco-refill) and Inga (€112,000 with a magnetized washable sponge) proved that commercial performance and environmental commitment can converge. This dynamic is part of a market that is increasingly sensitive to the values of sustainability and transparency.

At the same time, consumer expectations are becoming more refined: according to a survey carried out in January 2025, 90% of French people believethat cleanliness helps to preserve buildings, and 70% see it as a lever for the ecological transition. In addition, habits are becoming increasingly digital: 88% consider delivery to be an essential purchasing criterion, and 57% prefer home delivery. Cleaning products are therefore part of a modern consumer logic, combining accessibility, efficiency and environmental awareness.

But these developments are also accompanied by tensions: since March 2024, promotions on hygiene and cleaning products have been capped at -34%, a measure contested by the mass retail sector. A bill tabled in February 2025 aims to reinstate promotions of up to -80%, as before. In parallel, on February 5, 2025, Anses proposed the creation of a double-score label (health and environment). initial tests show that the majority of products are rated E, a result that could have a profound impact on formulation strategies.

Between inflation, ecological transition and digitalization of uses, the French cleaning products market will enter a phase of disruption in 2024-2025. To succeed, it will no longer be a matter of innovating at the margins, but of making clear-cut choices. Three levers stand out. Firstly, eco-designed products are no longer a niche: they must be at the heart of the offer, including entry-level products. Secondly, growth will come from e-commerce: currently marginal(8.6% share), it is under-exploited, particularly in fast delivery and drive-through. Lastly, private labels are growing at double-digit rates: a player who wants to break through in 2025 has every interest in co-developing with them or adopting their logic. Now is the time to reposition the sector.