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Home care in the US demonstrated resilience in 2025, with a total retail value of USD40.2 billion and a growth rate of 2%, driven by easing inflation and lower interest rates. Laundry care remained the largest category, with a retail value of USD18.5 billion. E-commerce emerged as a significant channel, accounting for 31% value share. The industry is expected to continue growing at a CAGR of 3% to USD46.1 billion by 2030, driven by demand for convenience, multifunctionality, and sustainability.

Euromonitor International's Home Care in USA market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Home Care market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

Multifunctionality and Economic Stability Drive Industry Growth

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Home Care

Industry Performance

CHART 2 All-In-One Bleach: Clorox Scentiva Merges Disinfection and Freshness

Functional Specialisation and Logistical Optimisation

CHART 3 Seedshub Redefines Pet Care with Pet Hair Dissolver Product Awarded Pet Tech Innovation Award

Private Label and Direct-To-Consumer Brands Intensify Competition

CHART 4 DTC Sustainability Pioneer Clean Cult Continues to Expand into Mass Retail

CHART 5 Value Sales of Home Care 2020-2030

CHART 6 Volume Sales of Home Care 2020-2030

CHART 7 Sales of Home Care by Category 2025

What's Next?

Convenience, Efficiency and Scent to Drive the Future Growth of Us Home Care

The Sustainable Future of US Home Care

CHART 8 Analyst Insight for Home Care

Retailers Double Down: From Essentials to Eco-Premium

CHART 9 Forecast Sales of Home Care by Category 2025-2030

Competitive Landscape

Leading Players Maintain Dominance through Innovation and Multifunctionality

CHART 10 Company Shares of Home Care 2025

CHART 11 Brand Shares of Home Care 2025

Channels

Offline Retail Dominates through Grocery Retailers

E-Commerce Strengthens Position as Single Largest Channel

CHART 12 Retail Channels for Home Care 2020-2025

Economic Context

CHART 13 Economic Context for Home Care

CHART 14 Real GDP Growth 2020-2030

CHART 15 Inflation 2020-2030

Consumer Context

CHART 16 Consumer Context for Home Care

CHART 17 Population 2020-2030

CHART 18 Consumer Expenditure 2020-2030

CHART 19 Population by Generation 2025

Country Reports Disclaimer

LAUNDRY CARE IN THE US

• Key Data Insights
• 2025 Developments
• Marginal Growth Characterises Laundry Care Despite Economic Pressures
• Key Industry Trends
• CHART 20 Key Industry Trends for Laundry Care
• Industry Performance
• Tide Drive Multifunctionality with Upgraded Formula
• Laundry Care Gets a Premium Fragrance Boost
• CHART 21 Unstopables(TM) Unlimited Collection Redefines Laundry Luxury with Fine Fragrances for Everyone
• CHART 22 Value Sales of Laundry Care 2020-2030
• CHART 23 Volume Sales of Laundry Care 2020-2030
• CHART 24 Sales of Laundry Care by Category 2025
• What's Next?
• Premiumisation and Technical Innovation to Anchor Future Us Laundry Care Growth
• CHART 25 Analyst Insight for Laundry Care
• Evolving Product Formats to Increasingly Cater to Diverse Consumer Needs
• CHART 26 Seedshub Redefines Pet Care with Pet Hair Dissolver Product Awarded Pet Tech Innovation Award
• Sustainability as a Baseline: Evolution of Eco-Conscious Laundry Care in the Us
• CHART 27 Forecast Sales of Laundry Care 2020-2030
• CHART 28 Forecast Sales of Laundry Care by Category 2025-2030

Competitive Landscape

• The Procter & Gamble Co Dominates with Multifunctional Offerings
• The Procter & Gamble Co Leads Emerging Collaborations with Limited-Edition Launches
• Private Label and Premium Innovations to Shape Polarised Future
• CHART 29 Company Shares of Laundry Care 2025
• CHART 30 Brand Shares of Laundry Care 2025
• Channels
• Hypermarkets and Supermarkets Drive Laundry Care Sales through In-Person Shopping
• Retail E-Commerce Gains Traction with Convenience and Product Variety
• CHART 31 Retail Channels for Laundry Care 2020-2025
• Economic Context
• CHART 32 Economic Context for Laundry Care
• CHART 33 Real GDP Growth 2020-2030
• CHART 34 Inflation 2020-2030
• Consumer Context
• CHART 35 Consumer Context for Laundry Care
• CHART 36 Population 2020-2030
• CHART 37 Consumer Expenditure 2020-2030
• CHART 38 Population by Generation 2025
• Country Reports Disclaimer

DISHWASHING IN THE US

• Key Data Insights
• 2025 Developments
• Premium Brands Drive Value Growth through Innovation
• Key Industry Trends
• CHART 39 Key Industry Trends for Dishwashing
• Industry Performance
• CHART 40 Double the Suds, Double the Value: Dawn Reinvents Dish Care with a New and Premium Formula
• Sustainability Gains Traction through Water-Saving Initiatives
• Quick Wash Compatibility Fuels Demand for Time-Saving Solutions
• CHART 41 Value Sales of Dishwashing 2020-2030
• CHART 42 Volume Sales of Dishwashing 2020-2030
• CHART 43 Sales of Dishwashing by Category 2025
• What's Next?
• Intelligent Automation and Urban Convenience to Reshape Us Dishwashing
• Strategic Value and Superior Efficacy to Drive Premiumisation
• CHART 44 Analyst Insight for Dishwashing
• Sustainability as a Fundamental Pillar of Performance
• CHART 45 Forecast Sales of Dishwashing 2020-2030
• CHART 46 Forecast Sales of Dishwashing by Category 2025-2030

Competitive Landscape

• Leading Brands Maintain Dominance through Innovation and Sustainability
• Private Label Sales Rise as Price-Conscious Consumers Seek Value
• CHART 47 Company Shares of Dishwashing 2025
• CHART 48 Brand Shares of Dishwashing 2025
• Channels
• Offline Retail Remains Dominant, While E-Commerce Makes Further Gains
• CHART 49 Retail Channels for Dishwashing 2020-2025
• Economic Context
• CHART 50 Economic Context for Dishwashing
• CHART 51 Real GDP Growth 2020-2030
• CHART 52 Inflation 2020-2030
• Consumer Context
• CHART 53 Consumer Context for Dishwashing
• CHART 54 Population 2020-2030
• CHART 55 Consumer Expenditure 2020-2030
• CHART 56 Population by Generation 2025
• Country Reports Disclaimer

SURFACE CARE IN THE US

• Key Data Insights
• 2025 Developments
• Consumers Drive Growth with Essential Purchases and Value Seeking
• Key Industry Trends
• CHART 57 Key Industry Trends for Surface Care
• Industry Performance
• The Evolution of Surface Care with Eco-Efficiency and Plant-Based Innovation
• CHART 58 Safely Expands Sustainable Cleaning Line with Multi-Surface Wipes at Kroger Stores
• Probiotics Emerge as Key Innovation in Surface Care
• CHART 59 Clean Habits, a Leader in Microbiome-Safe Home Care Launch of Its Probiotic Cleaning Line
• CHART 60 Value Sales of Surface Care 2020-2030
• CHART 61 Volume Sales of Surface Care
• CHART 62 Sales of Surface Care by Category
• What's Next?
• Efficiency and Simplification to Drive Future Surface Care Sales
• Probiotics and Sustainability Shape Future Product Innovation
• CHART 63 Analyst Insight for Surface Care
• Automation and Channel Diversification to Drive Market Changes
• CHART 64 Forecast Sales of Surface Care 2020-2030
• CHART 65 Forecast Sales of Surface Care by Category 2025-2030

Competitive Landscape

• The Clorox Co and Reckitt Benckiser Lead with Strong Brand Portfolios
• CHART 66 Company Shares of Surface Care 2025
• CHART 67 Brand Shares of Surface Care 2025
• Channels
• Hypermarkets and Supermarkets Drive Surface Care Distribution
• Retail E-Commerce Emerges as Most Dynamic Channel
• CHART 68 Retail Channels for Surface Care 2020-2025
• Economic Context
• CHART 69 Economic Context for Surface Care
• CHART 70 Real GDP Growth 2020-2030
• CHART 71 Inflation 2020-2030
• Consumer Context
• CHART 72 Population 2020-2030
• CHART 73 Consumer Expenditure 2020-2030
• CHART 74 Population by Generation 2025
• CHART 75 Consumer Context for Surface Care
• Country Reports Disclaimer

BLEACH IN THE US

• Key Data Insights
• 2025 Developments
• Clorox Scentiva Drives Growth with Multifunctional Benefits
• Key Industry Trends
• CHART 76 Key Industry Trends for Bleach
• Industry Performance
• CHART 77 Beyond Bleach Clorox Scentiva Delivers Cleaning, Freshness, and Disinfection in One Bottle
• CHART 78 Value Sales of Bleach 2020-2030
• CHART 79 Volume Sales of Bleach 2020-2030
• What's Next?
• Concentrated Bleach Products to Drive Sustainable Growth
• Multi-Benefit Bleach: Why Convenience Wins
• Private Label Has Potential to Gain Share as Leading Brands Divest
• CHART 80 Forecast Sales of Bleach 2020-2030

Competitive Landscape

• Clorox Maintains Lead as Bleach Remains Concentrated
• CHART 81 Company Shares of Bleach 2025
• CHART 82 Brand Shares of Bleach 2025
• Channels
• Traditional Retail Channels Lead Bleach Distribution in the Us
• E-Commerce Gains Traction in Bleach Sales through Convenience
• CHART 83 Retail Channels for Bleach 2020-2025
• Economic Context
• CHART 84 Economic Context for Bleach
• CHART 85 Real GDP Growth 2020-2030
• CHART 86 Inflation 2020-2030
• Consumer Context
• CHART 87 Consumer Context for Bleach
• CHART 88 Population 2020-2030
• CHART 89 Consumer Expenditure 2020-2030
• CHART 90 Population by Generation 2025
• Country Reports Disclaimer

TOILET CARE IN THE US

• Key Data Insights
• 2025 Developments
• Emotional Value and Brand Resilience as Clorox Defends Premium Positioning Amid Price Pressure
• Key Industry Trends
• CHART 91 Key Industry Trends for Toilet Care
• Industry Performance
• CHART 92 Clean Feels Good. Clorox Reinforces Brand Equity to Stand Out Amid Private Label & Price Pressure
• Affordability and Familiarity Support Strength of Toilet Liquids/Foam
• Convenience Drives Format Innovation and Sales
• CHART 93 Value Sales of Toilet Care 2020-2030
• CHART 94 Volume Sales of Toilet Care 2020-2030
• CHART 95 Sales of Toilet Care by Category 2025
• What's Next?
• Future Growth to be Driven by Sustainability and Technology
• CHART 96 Analyst Insight for Toilet Care
• Navigating Price Sensitivities and Brand Loyalty
• CHART 97 Forecast Sales of Toilet Care 2020-2030
• CHART 98 Forecast Sales of Toilet Care by Category 2025-2030

Competitive Landscape

• Leading Brands Maintain Dominance through Scale and Innovation
• CHART 99 Company Shares of Toilet Care 2025
• CHART 100 Brand Shares of Toilet Care 2025
• Channels
• Supermarkets and Hypermarkets Lead Offline Distribution, While E-Commerce Is Strong Performer
• CHART 101 Retail Channels for Toilet Care 2020-2025
• Economic Context
• CHART 102 Economic Context for Toilet Care
• CHART 103 Real GDP Growth 2020-2030
• CHART 104 Inflation 2020-2030
• Consumer Context
• CHART 105 Consumer Context for Toilet Care
• CHART 106 Population 2020-2030
• CHART 107 Consumer Expenditure 2020-2030
• CHART 108 Population by Generation 2025
• Country Reports Disclaimer

POLISHES IN THE US

• Key Data Insights
• 2025 Developments
• Decline in Demand Reflects Shifting Consumer Priorities
• Key Industry Trends
• CHART 109 Key Indutry Trends for Polishes
• Industry Performance
• Furniture Polish Leads Value Sales
• Multifunctional Cleaners Gain as Rituals Give Way to Speed
• CHART 110 Spainho 5-In-1 Floor Cleaner
• CHART 111 Volume Sales of Polishes 2020-2030
• CHART 112 Sales of Polishes by Category 2025
• What's Next?
• Brands Must Adapt to Consumer Demand for Multifunctionality
• Shoe Polish Looks to Add Value with Sustainable Solutions
• E-Commerce to Drive Distribution Strategies
• CHART 113 Forecast Sales of Polishes 2020-2030
• CHART 114 Forecast Sales of Polishes by Category 2025-2030

Competitive Landscape

• Kiwi Brands Inc Sustains Lead of Moderately Concentrated Landscape
• CHART 115 Company Shares of Polishes 2025
• CHART 116 Brand Shares of Polishes 2025
• Channels
• E-Commerce Dominates Distribution of Polishes with Convenience and Competitive Pricing
• CHART 117 Retail Channels for Polishes 2020-2025
• Economic Context
• CHART 118 Economic Context for Polishes
• CHART 119 Real GDP Growth 2020-2030
• CHART 120 Inflation 2020-2030
• Consumer Context
• CHART 121 Consumer Context for Polishes
• CHART 122 Population 2020-2030
• CHART 123 Consumer Expenditure 2020-2030
• CHART 124 Population by Generation 2025
• Country Reports Disclaimer

AIR CARE IN THE US

• Key Data Insights
• 2025 Developments
• How Personalisation and Technological Innovation Are Reshaping Us Air Care
• Key Industry Trends
• CHART 125 Key Industry Trends for Air Care
• Industry Performance
• CHART 126 Febreze Plug Scent Booster Leads the Shift with Personalized Intensity.
• Scent as Sanctuary: Transforming Air Care with Sc Johnson
• CHART 127 Yankee Candle Leads the Wellness Shift with a Bold Brand Refresh and 95 Mood-Boosting Scents.
• Private Label Candles Catch Fire in Air Care
• CHART 128 Value Sales of Air Care 2020-2030
• CHART 129 Volume Sales of Air Care 2020-2030
• CHART 130 Sales of Air Care by Category 2025
• What's Next?
• Brands to Embrace Innovation and Sustainability to Drive Growth
• CHART 131 Analyst Insight for Air Care
• Mood-Enhancing Air Care: Growth beyond Resilience
• Smart Air Care Set to Outpace Legacy Formats
• CHART 132 Forecast Sales of Air Care 2020-2030
• CHART 133 Forecast Sales of Air Care by Category 2025-2030

Competitive Landscape

• Leading Companies Maintain Dominance through Innovation
• CHART 134 Company Shares of Air Care 2025
• CHART 135 Brand Shares of Air Care 2025
• Channels
• Supermarkets and Hypermarkets Lead Air Care Offline Distribution
• Retail E-Commerce Gains Further Traction as Major Channel for Air Care
• CHART 136 Retail Channels for Air Care 2020-2025
• Economic Context
• CHART 137 Economic Context for Air Care
• CHART 138 Real GDP Growth 2020-2030
• CHART 139 Inflation 2020-2030
• Consumer Context
• CHART 140 Consumer Context for Air Care
• CHART 141 Population 2020-2030
• CHART 142 Consumer Expenditure 2020-2030
• CHART 143 Population by Generation 2025
• Country Reports Disclaimer

HOME INSECTICIDES IN THE US

• Key Data Insights
• 2025 Developments
• Functional Efficacy and Targeted Control Drive Sales of Home Insecticides
• Key Industry Trends
• CHART 144 Key Industry Trends of Home Insecticides
• Industry Performance
• Urban Pest Control and Innovation
• Packaging-Led Sustainability Redefines Value and Drives Innovation
• CHART 145 Value Sales of Home Insecticides 2020-2030
• CHART 146 Volume Sales of Home Insecticides 2020-2030
• CHART 147 Sales of Home Insecticides by Category 2025
• CHART 148 Less Package, More Purpose: Ortho Home Defense Max Elevates Protection with a Lighter Footprint
• What's Next?
• Consumers Will Demand Safer and More Sustainable Solutions
• Innovations in Packaging and Smart Tech Integration to Shape Future Development
• Regulatory Shifts Redefine Us Insecticide Playbook
• CHART 149 Forecast Sales of Home Insecticides 2020-2030
• CHART 150 Forecast Sales of Home Insecticides by Category 2025-2030

Competitive Landscape

• Sc Johnson & Son Retains Convincing Lead of Consolidated Landscape
• CHART 151 Company Shares of Home Insecticides 2025
• CHART 152 Brand Shares of Home Insecticides 2025
• Channels
• E-Commerce Is Default Purchase Path, but Offline Remains Relevant for Urgent Needs
• Economic Context
• CHART 153 Economic Context for Home Insecticides
• CHART 154 Real GDP Growth 2020-2030
• CHART 155 Inflation 2020-2030
• Consumer Context
• CHART 156 Consumer Context for Home Insecticides
• CHART 157 Population 2020-2030
• CHART 158 Consumer Expenditure 2020-2030
• CHART 159 Population by Generation 2025
• Country Reports Disclaimer