Home Care Products

Home Care Products Market Outlook

The global home care products market is projected to reach USD 290 billion by 2035, growing at a CAGR of 4.5% from 2025. This growth can be attributed to the increasing awareness among consumers regarding hygiene and cleanliness, coupled with a shift in consumer preferences toward innovative and eco-friendly products. The rise in disposable income across various regions is leading to higher spending on home care products, while the ongoing urbanization and changing lifestyle choices are further driving demand. Additionally, technological advancements in product formulations and the introduction of smart cleaning appliances are expected to provide a significant boost to the market. Furthermore, the growing e-commerce sector is facilitating easier access to a wide range of home care products, catering to the evolving needs of consumers.

Growth Factor of the Market

The home care products market is experiencing significant growth due to multiple factors that are shaping consumer behavior and market trends. Firstly, the heightened focus on cleanliness and sanitation, especially in light of the COVID-19 pandemic, has led to increased demand for cleaning agents and disinfectants, pushing manufacturers to innovate and diversify their offerings. Moreover, the growing awareness regarding environmental sustainability is causing consumers to seek products that are eco-friendly and made from natural ingredients, promoting the rise of organic and eco-friendly product lines. Additionally, the busy lifestyles of urban dwellers have escalated the demand for efficient and multipurpose home care products. Another crucial factor driving market growth is the proliferation of online shopping platforms, which are making home care products more accessible to consumers globally. The increasing penetration of smart home technology is also encouraging the development of advanced cleaning products that cater to tech-savvy consumers.

Key Highlights of the Market

• The market is expected to witness a CAGR of 4.5% from 2025 to 2035.
• Increased emphasis on hygiene and cleanliness has spurred demand for various home care products.
• A significant shift towards eco-friendly and organic products is shaping the future of the industry.
• Urbanization and changing lifestyle preferences are key drivers of market growth.
• Technological advancements are contributing to product innovation and improved efficiency.

By Product Type

Cleaning Agents:

Cleaning agents represent a substantial segment of the home care products market, as they are essential for maintaining cleanliness in various domestic environments. This category includes a wide variety of products such as surface cleaners, disinfectants, and bathroom cleaners. The increasing consumer awareness of hygiene and sanitation has significantly boosted the demand for effective and efficient cleaning agents. Furthermore, the introduction of multi-surface cleaners has simplified cleaning processes, catering to busy households that prefer convenience. With rising environmental concerns, many manufacturers are also focusing on producing eco-friendly cleaning agents that do not compromise on efficacy. This shift not only addresses consumer demand for sustainability but also positions brands favorably in a competitive market landscape. The segment is expected to continue growing as consumers prioritize hygiene in their everyday lives.

Laundry Care:

The laundry care segment encompasses a variety of products including detergents, fabric softeners, and stain removers. This segment has seen significant innovation in recent years, with manufacturers increasingly introducing high-efficiency laundry products that cater to energy-conscious consumers. The demand for laundry care products is primarily driven by the rising number of households and the growing trend of premium laundry solutions that offer enhanced cleaning performance. The introduction of pods, concentrated formulas, and eco-friendly options is also driving growth in this segment. As consumers become more discerning and prioritize product efficacy, brands that can demonstrate superior cleaning power along with environmental responsibility are likely to thrive. Additionally, the expansion of e-commerce platforms is making it easier for consumers to access a wide range of laundry care products, further propelling market growth.

Air Fresheners:

The air fresheners segment has gained traction due to the increasing consumer preference for pleasant and refreshing indoor environments. This segment includes aerosol sprays, gels, candles, and plug-ins that help eliminate odors and enhance air quality. The growing focus on home aesthetics and well-being has driven consumers to invest in products that create a pleasant atmosphere in their living spaces. Notably, there is a rising trend towards natural air fresheners made from essential oils and organic ingredients, aligning with the broader consumer shift towards health-conscious and eco-friendly living. Furthermore, innovations such as automatic air fresheners and smart diffusers are attracting tech-savvy consumers, thereby expanding the market potential. As more households recognize the importance of a pleasant indoor environment, the air fresheners segment is anticipated to experience steady growth in the coming years.

Dishwashing Products:

The dishwashing products segment includes a variety of items such as dishwashing liquids, detergents, and dishwasher tablets. With the fast-paced lifestyles of modern consumers, convenience has become a key factor driving the growth of this segment. The increasing number of households with dishwashers has further boosted demand for specialized dishwasher detergent products. Manufacturers are responding to consumer demands for convenience by offering concentrated formulas and biodegradable options that are both effective and environmentally friendly. The focus on sustainability is prompting brands to innovate with plant-based ingredients, ensuring that their products are less harmful to the environment while still providing excellent cleaning results. As consumer habits evolve towards quick and efficient solutions in the kitchen, the dishwashing products segment is set to witness robust growth.

Pest Control:

The pest control segment plays a crucial role in home care products by providing consumers with solutions for managing household pests such as insects and rodents. This segment includes sprays, traps, and repellents designed to eliminate pests effectively and maintain a pest-free environment. The growing awareness of health risks associated with pest infestations is driving demand for efficient pest control solutions. Additionally, there is an increasing trend towards eco-friendly pest control products that utilize natural ingredients, aligning with consumer preferences for sustainable living. Manufacturers are also developing targeted solutions to address specific pest issues, enhancing their effectiveness and appeal. As urbanization continues to expand, leading to increased pest issues, this segment is expected to see substantial growth in the coming years.

By Application

Residential:

The residential application segment dominates the home care products market as households consistently prioritize hygiene and cleanliness within their living spaces. This segment encompasses a wide array of products tailored for personal use, including cleaning agents, laundry care items, air fresheners, and pest control solutions. With the growing focus on maintaining a clean and healthy home environment, consumers are increasingly investing in a variety of products to meet their needs. The shift towards multifunctional and eco-friendly products is also influencing purchasing decisions, pushing brands to innovate and offer sustainable solutions. Moreover, the rise of e-commerce has facilitated easier access to home care products, allowing consumers to conveniently shop for their household needs. As lifestyle changes continue to drive demand for residential products, this segment is expected to witness steady growth in the coming years.

Commercial:

The commercial application segment is gaining traction as businesses across various sectors recognize the importance of cleanliness and hygiene in their operations. This segment includes products designed for use in offices, restaurants, hotels, and healthcare facilities, where maintaining a clean environment is essential. The demand for commercial home care products is driven by stringent hygiene regulations and increasing awareness of health risks associated with poor sanitation practices. Companies are increasingly investing in high-performance cleaning agents and disinfectants to ensure safe and hygienic conditions for employees and customers. Moreover, the rising trend of outsourcing cleaning services has led to a growing need for effective and efficient commercial cleaning solutions. As businesses prioritize cleanliness to enhance their reputations and ensure compliance with health standards, the commercial application segment is expected to experience significant growth.

By Distribution Channel

Online Stores:

The online stores segment has emerged as a dominant distribution channel for home care products, driven by the increasing adoption of e-commerce among consumers. The convenience of shopping from home, coupled with the ability to compare prices and access a wider range of products, has made online shopping highly appealing. Consumers are increasingly inclined to purchase their home care products through online platforms as they can easily find eco-friendly and innovative options that suit their preferences. Furthermore, many online retailers offer subscription services, ensuring that consumers receive their favorite products regularly without the hassle of reordering. The growth of online shopping is supported by advancements in technology, including mobile applications and enhanced delivery services, which are making the retail experience smoother and more efficient. This trend is expected to continue, solidifying the online stores segment's position in the home care products market.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets remain a crucial distribution channel for home care products, providing consumers with a one-stop shopping experience. These retail formats offer a diverse array of products, allowing consumers to explore various brands and options in one location. The convenience of purchasing home care products alongside groceries and other household items enhances the appeal of supermarkets and hypermarkets, driving foot traffic and sales. Additionally, these retail formats often engage in promotional activities, such as discounts and bundle offers, which attract customers and encourage bulk purchases. The availability of knowledgeable staff in-store also assists consumers in making informed decisions about their purchases. As consumer behavior continues to evolve, supermarkets and hypermarkets are expected to adapt by expanding their product offerings, particularly in the growing eco-friendly and organic segments.

Specialty Stores:

Specialty stores play an important role in the distribution of home care products by focusing on niche markets and providing consumers with curated selections. These stores often specialize in eco-friendly, organic, or high-end cleaning products, catering to a specific demographic of consumers who prioritize quality and sustainability. The personalized customer service offered by specialty stores enables consumers to receive tailored recommendations, enhancing their shopping experience. As consumers become more discerning about the products they use, specialty stores are increasingly seen as trustworthy sources for unique and innovative home care solutions. Moreover, the rise of health-conscious and environmentally aware consumers is driving growth in this segment, as individuals seek out products that align with their values. Consequently, specialty stores are expected to expand their market presence, offering diverse product ranges that cater to evolving consumer preferences.

Others:

The "Others" category in the distribution channel segment encompasses various outlets such as discount stores, warehouse clubs, and convenience stores that also stock home care products. These channels are significant as they provide consumers with alternative shopping options, often at competitive prices. Discount stores and warehouse clubs are particularly appealing to budget-conscious consumers looking to save on essential household items. The convenience of accessing home care products at nearby stores also plays a crucial role in driving sales within this segment. As retailers continue to adapt to changing consumer preferences, many are enhancing their product offerings and implementing promotional strategies to attract customers. The growth of this distribution channel is expected to continue as consumers increasingly seek value and convenience in their shopping experiences.

By Ingredient Type

Chemical:

The chemical ingredient segment remains a significant component of the home care products market, as it encompasses a wide variety of effective cleaning agents and solutions. Chemical-based products are known for their potent cleaning capabilities, enabling consumers to tackle tough stains and dirt effectively. This segment includes a range of conventional cleaning agents that have been trusted for years for their performance. However, there is a growing concern regarding the safety and environmental impact of chemical ingredients, leading to increased scrutiny from consumers and regulatory bodies. As a result, many brands are investing in research and development to create safer chemical formulations that maintain efficacy while minimizing potential harm. While chemical-based products will continue to dominate the market, the shift towards safer alternatives is paving the way for more innovation in this segment.

Natural:

The natural ingredient segment is experiencing substantial growth in response to rising consumer demand for health-conscious and environmentally friendly home care products. Natural ingredients are derived from plant-based sources and are often perceived as safer and less harmful to both human health and the environment. This segment includes a range of products that utilize ingredients such as essential oils, vinegar, and baking soda, appealing to consumers who prioritize sustainability. As awareness regarding the potential risks associated with synthetic chemicals rises, many consumers are opting for natural alternatives that deliver effective cleaning results without compromising their values. This trend is prompting manufacturers to innovate and expand their product lines to include more natural options, positioning themselves favorably in a competitive market landscape.

Organic:

The organic ingredient segment is carving a niche for itself within the home care products market, attracting consumers who prioritize organic certification and the use of sustainably sourced materials. Organic home care products are formulated without synthetic pesticides, fertilizers, or harmful chemicals, appealing to health-conscious consumers who are increasingly concerned about the impact of chemical exposure. This segment is particularly popular among parents and families seeking safe cleaning solutions for their homes. As consumer awareness of the benefits of organic products grows, brands are investing in marketing and education to highlight the advantages of using organic ingredients in home care products. The organic segment is expected to witness robust growth as more consumers make the switch to products that align with their values and beliefs.

Eco-friendly:

The eco-friendly ingredient segment is gaining traction as consumers increasingly seek products that minimize environmental impact while delivering effective cleaning results. Eco-friendly home care products are formulated using biodegradable materials, renewable resources, and sustainable practices, appealing to environmentally conscious consumers. This segment addresses the growing concern regarding plastic waste and pollution, positioning itself as a responsible choice for modern households. Many brands are now emphasizing their commitment to sustainability through transparent labeling and eco-certifications, fostering consumer trust and loyalty. As awareness of climate change and environmental issues continues to rise, the eco-friendly segment is poised for significant growth, driven by consumers who prioritize sustainability in their purchasing decisions. The development of innovative eco-friendly formulations is expected to further enhance the appeal of this segment in the market.

By Region

The North American home care products market is characterized by a high demand for cleaning and sanitation products, driven by an increasing focus on hygiene and cleanliness among consumers. In 2023, the market value in North America reached approximately USD 80 billion, accounting for a significant share of the global market. The region is witnessing a notable shift towards eco-friendly and organic products as consumers seek safer alternatives that align with their health-conscious lifestyles. The growing trend of e-commerce is also reshaping the distribution landscape, making it easier for consumers to access a broad range of home care products. Furthermore, the competitive landscape is marked by the presence of established brands actively innovating and expanding their product lines to meet changing consumer preferences, contributing to a projected CAGR of 4% in this region from 2025 to 2035.

In Europe, the home care products market is experiencing steady growth, driven by an increasing awareness of sustainability and environmental responsibility among consumers. With a market value of approximately USD 70 billion in 2023, Europe represents a significant segment of the global market. The region is witnessing a growing demand for eco-friendly and natural products, as consumers seek alternatives that minimize environmental impact and enhance indoor air quality. Moreover, the European market is characterized by stringent regulations regarding product safety and environmental impact, prompting manufacturers to invest in research and development for compliant formulations. This focus on innovation is expected to support a CAGR of 5% in the European market from 2025 to 2035, as consumers increasingly prioritize sustainable choices in their purchasing behavior.

Opportunities

The home care products market presents a myriad of opportunities for growth and innovation in response to evolving consumer preferences and market dynamics. One of the most significant opportunities lies in the increasing demand for eco-friendly and sustainable products. As consumers become more environmentally conscious, they are actively seeking out products that align with their values, creating a lucrative market for brands committed to sustainability. Companies that prioritize eco-friendly formulations, recyclable packaging, and transparency in sourcing materials are likely to capture the attention of consumers, thereby gaining a competitive edge. Moreover, as urbanization continues to rise, there is a growing need for efficient, multifunctional home care products that cater to the lifestyles of busy urban dwellers. This shift presents opportunities for manufacturers to innovate and offer products that simplify household chores while meeting consumer demands for effectiveness and convenience.

Another promising opportunity in the home care products market is the expansion of e-commerce. The rise of online shopping platforms has revolutionized the way consumers purchase household items, providing them with access to a wide range of products from the comfort of their homes. Brands can leverage this trend by enhancing their online presence, utilizing social media for marketing, and offering subscription services for regular purchases. Additionally, the ongoing development of smart home technology presents an opportunity for manufacturers to create innovative cleaning appliances and products that cater to tech-savvy consumers seeking convenience and efficiency in their home care routine. By embracing these opportunities and adapting to changing consumer behaviors, businesses in the home care products market can position themselves for long-term success and profitability.

Threats

While the home care products market offers numerous growth opportunities, it is not without its challenges and threats. One of the primary concerns is the increasing competition from private label brands and discount retailers. These brands often offer similar products at lower prices, which can pressure established companies to reduce their prices, potentially impacting their profit margins. Additionally, the proliferation of e-commerce has led to a saturated market, making it difficult for brands to stand out and capture consumer attention. The rapid pace of innovation in product formulations and marketing strategies also necessitates that companies continually invest in research and development to stay competitive. Failure to adapt to these market dynamics could result in loss of market share to more agile competitors.

Moreover, regulatory challenges pose a significant threat to the home care products market. As consumer awareness of health and environmental issues continues to grow, governments globally are implementing stricter regulations surrounding product safety, labeling, and marketing practices. Compliance with these regulations can require substantial investment in reformulation and testing processes, which may strain the resources of smaller manufacturers. Additionally, negative publicity surrounding chemical ingredients and their potential health impacts can lead to consumer skepticism and decreased demand for traditional products. Companies must navigate these challenges carefully, ensuring that they not only comply with regulations but also effectively communicate their commitment to safety and sustainability to maintain consumer trust and loyalty.

Competitor Outlook

• Procter & Gamble
• Unilever
• Henkel
• Reckitt Benckiser
• SC Johnson
• Colgate-Palmolive
• Cottonelle
• Clorox
• Ecover
• Seventh Generation
• Method Products
• Burt’s Bees
• Mrs. Meyer's Clean Day
• Grove Collaborative
• True Green

The competitive landscape of the home care products market is characterized by the presence of both established global brands and emerging players focused on innovation and sustainability. Major players such as Procter & Gamble and Unilever dominate the market due to their extensive product portfolios and strong distribution networks. These companies are continuously investing in research and development to introduce new formulations that cater to evolving consumer preferences, particularly in the areas of eco-friendliness and effectiveness. The intense competition has also prompted these brands to engage in aggressive marketing strategies, including partnerships with online retailers and leveraging social media to reach targeted consumer demographics.

Emerging companies, particularly those focusing on organic and eco-friendly products, are gaining traction and challenging established brands. Companies like Ecover and Seventh Generation have established strong brand identities around sustainability and environmental consciousness, appealing to health-aware consumers. These companies often emphasize transparent sourcing and ethical manufacturing practices, resonating strongly with the growing segment of consumers seeking natural and safe household cleaning solutions. As the market landscape continues to evolve, it is expected that these emerging brands will increasingly compete for market share, prompting larger companies to adapt their strategies accordingly.

As sustainability becomes a focal point for consumers, brands that prioritize eco-friendly formulations and packaging are likely to thrive in the competitive home care products market. Companies that successfully communicate their commitment to sustainability, such as Method Products and Grove Collaborative, are well-positioned to capture a loyal customer base. Additionally, the expansion of direct-to-consumer models allows brands to build stronger relationships with consumers, fostering brand loyalty and repeat purchases. In light of these trends, the competitive outlook for the home care products market is expected to be dynamic, with established players needing to balance innovation with sustainability while adapting to the changing preferences of consumers.

• 1 Appendix

  • 1.1 List of Tables
  • 1.2 List of Figures

• 2 Introduction

  • 2.1 Market Definition
  • 2.2 Scope of the Report
  • 2.3 Study Assumptions
  • 2.4 Base Currency & Forecast Periods

• 3 Market Dynamics

  • 3.1 Market Growth Factors
  • 3.2 Economic & Global Events
  • 3.3 Innovation Trends
  • 3.4 Supply Chain Analysis

• 4 Consumer Behavior

  • 4.1 Market Trends
  • 4.2 Pricing Analysis
  • 4.3 Buyer Insights

• 5 Key Player Profiles

  • 5.1 Clorox
    • 5.1.1 Business Overview
    • 5.1.2 Products & Services
    • 5.1.3 Financials
    • 5.1.4 Recent Developments
    • 5.1.5 SWOT Analysis
  • 5.2 Ecover
    • 5.2.1 Business Overview
    • 5.2.2 Products & Services
    • 5.2.3 Financials
    • 5.2.4 Recent Developments
    • 5.2.5 SWOT Analysis
  • 5.3 Henkel
    • 5.3.1 Business Overview
    • 5.3.2 Products & Services
    • 5.3.3 Financials
    • 5.3.4 Recent Developments
    • 5.3.5 SWOT Analysis
  • 5.4 Unilever
    • 5.4.1 Business Overview
    • 5.4.2 Products & Services
    • 5.4.3 Financials
    • 5.4.4 Recent Developments
    • 5.4.5 SWOT Analysis
  • 5.5 Cottonelle
    • 5.5.1 Business Overview
    • 5.5.2 Products & Services
    • 5.5.3 Financials
    • 5.5.4 Recent Developments
    • 5.5.5 SWOT Analysis
  • 5.6 SC Johnson
    • 5.6.1 Business Overview
    • 5.6.2 Products & Services
    • 5.6.3 Financials
    • 5.6.4 Recent Developments
    • 5.6.5 SWOT Analysis
  • 5.7 True Green
    • 5.7.1 Business Overview
    • 5.7.2 Products & Services
    • 5.7.3 Financials
    • 5.7.4 Recent Developments
    • 5.7.5 SWOT Analysis
  • 5.8 Method Products
    • 5.8.1 Business Overview
    • 5.8.2 Products & Services
    • 5.8.3 Financials
    • 5.8.4 Recent Developments
    • 5.8.5 SWOT Analysis
  • 5.9 Procter & Gamble
    • 5.9.1 Business Overview
    • 5.9.2 Products & Services
    • 5.9.3 Financials
    • 5.9.4 Recent Developments
    • 5.9.5 SWOT Analysis
  • 5.10 Colgate-Palmolive
    • 5.10.1 Business Overview
    • 5.10.2 Products & Services
    • 5.10.3 Financials
    • 5.10.4 Recent Developments
    • 5.10.5 SWOT Analysis
  • 5.11 Reckitt Benckiser
    • 5.11.1 Business Overview
    • 5.11.2 Products & Services
    • 5.11.3 Financials
    • 5.11.4 Recent Developments
    • 5.11.5 SWOT Analysis
  • 5.12 Seventh Generation
    • 5.12.1 Business Overview
    • 5.12.2 Products & Services
    • 5.12.3 Financials
    • 5.12.4 Recent Developments
    • 5.12.5 SWOT Analysis
  • 5.13 Grove Collaborative
    • 5.13.1 Business Overview
    • 5.13.2 Products & Services
    • 5.13.3 Financials
    • 5.13.4 Recent Developments
    • 5.13.5 SWOT Analysis
  • 5.14 Burt’s Bees
    • 5.14.1 Business Overview
    • 5.14.2 Products & Services
    • 5.14.3 Financials
    • 5.14.4 Recent Developments
    • 5.14.5 SWOT Analysis
  • 5.15 Mrs. Meyer's Clean Day
    • 5.15.1 Business Overview
    • 5.15.2 Products & Services
    • 5.15.3 Financials
    • 5.15.4 Recent Developments
    • 5.15.5 SWOT Analysis

• 6 Market Segmentation

  • 6.1 Home Care Products Market, By Application
    • 6.1.1 Residential
    • 6.1.2 Commercial
  • 6.2 Home Care Products Market, By Product Type
    • 6.2.1 Cleaning Agents
    • 6.2.2 Laundry Care
    • 6.2.3 Air Fresheners
    • 6.2.4 Dishwashing Products
    • 6.2.5 Pest Control
  • 6.3 Home Care Products Market, By Ingredient Type
    • 6.3.1 Chemical
    • 6.3.2 Natural
    • 6.3.3 Organic
    • 6.3.4 Eco-friendly
  • 6.4 Home Care Products Market, By Distribution Channel
    • 6.4.1 Online Stores
    • 6.4.2 Supermarkets/Hypermarkets
    • 6.4.3 Specialty Stores
    • 6.4.4 Others

• 7 Competitive Analysis

  • 7.1 Key Player Comparison
  • 7.2 Market Share Analysis
  • 7.3 Investment Trends
  • 7.4 SWOT Analysis

• 8 Research Methodology

  • 8.1 Analysis Design
  • 8.2 Research Phases
  • 8.3 Study Timeline

• 9 Future Market Outlook

  • 9.1 Growth Forecast
  • 9.2 Market Evolution

• 10 Geographical Overview

  • 10.1 Europe - Market Analysis
    • 10.1.1 By Country
      • 10.1.1.1 UK
      • 10.1.1.2 France
      • 10.1.1.3 Germany
      • 10.1.1.4 Spain
      • 10.1.1.5 Italy
  • 10.2 Asia Pacific - Market Analysis
    • 10.2.1 By Country
      • 10.2.1.1 India
      • 10.2.1.2 China
      • 10.2.1.3 Japan
      • 10.2.1.4 South Korea
  • 10.3 Latin America - Market Analysis
    • 10.3.1 By Country
      • 10.3.1.1 Brazil
      • 10.3.1.2 Argentina
      • 10.3.1.3 Mexico
  • 10.4 North America - Market Analysis
    • 10.4.1 By Country
      • 10.4.1.1 USA
      • 10.4.1.2 Canada
  • 10.5 Home Care Products Market by Region
  • 10.6 Middle East & Africa - Market Analysis
    • 10.6.1 By Country
      • 10.6.1.1 Middle East
      • 10.6.1.2 Africa

• 11 Global Economic Factors

  • 11.1 Inflation Impact
  • 11.2 Trade Policies

• 12 Technology & Innovation

  • 12.1 Emerging Technologies
  • 12.2 AI & Digital Trends
  • 12.3 Patent Research

• 13 Investment & Market Growth

  • 13.1 Funding Trends
  • 13.2 Future Market Projections

• 14 Market Overview & Key Insights

  • 14.1 Executive Summary
  • 14.2 Key Trends
  • 14.3 Market Challenges
  • 14.4 Regulatory Landscape

Segments Analyzed in the Report

The global Home Care Products market is categorized based on

By Product Type

• Cleaning Agents
• Laundry Care
• Air Fresheners
• Dishwashing Products
• Pest Control

By Application

• Residential
• Commercial

By Distribution Channel

• Online Stores
• Supermarkets/Hypermarkets
• Specialty Stores
• Others

By Ingredient Type

• Chemical
• Natural
• Organic
• Eco-friendly

By Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa

Key Players

• Procter & Gamble
• Unilever
• Henkel
• Reckitt Benckiser
• SC Johnson
• Colgate-Palmolive
• Cottonelle
• Clorox
• Ecover
• Seventh Generation
• Method Products
• Burt’s Bees
• Mrs. Meyer's Clean Day
• Grove Collaborative
• True Green