Report Overview

Singapore Household Cleaner Market – Industry Trends & Forecast Report, 2030

Singapore Household Cleaner Market size by value was estimated at USD 296.5 million in 2023. During the forecast period between 2024 and 2030, Singapore Household Cleaner Market size is expected to expand at a CAGR of 4.80% reaching a value of USD 418.3 million by 2030. Major factors driving the growth of Singapore Household Cleaner Market include increasing consumer awareness about sanitation and well-being. The changing lifestyles, urbanization, and preference for clean living spaces also boost the demand for household cleaners. Cleaning products are crucial for maintaining hygiene by removing germs and preventing the spread of diseases. Notably, the Household Cleaner Market in Singapore is also expected to grow due to product innovations and growing awareness about organic products.

Household Cleaner – Overview

Household cleaners or cleaning agents are substances used to remove dirt, stains, and clutter from surfaces. They serve various purposes, including health, beauty, and odor control. Some agents kill bacteria and clean simultaneously, while others contain organic solvents. All-purpose cleaners contain surfactants, phosphates, solvents, and other substances. Aversive agents, like denatonium, are sometimes added to discourage consumption by animals and children.

Singapore Household Cleaner Market

Growth Drivers

Growing Demand for Natural Cleaning Products

Surface cleaners are gaining popularity due to increased household spending and hygienic lifestyles. Smart drop technologies and liquid cleaners are available in various formats. Market players are introducing eco-friendly products with natural ingredients and refreshing scents. Unilever launched a 100% naturally derived dishwashing liquid in December 2021 to reduce carbon footprints. The COVID-19 pandemic has increased demand for organic cleaning products due to skin, eye, nose, sinus irritation, headache, nausea, and respiratory distress. A spurring demand for sustainable cleaning products is projected to drive Singapore Household Cleaner Market over the forecast period.

Challenges

Environmental and Health Challenges

Singapore Household Cleaning Products Market faces environmental and health challenges, necessitating manufacturers to produce eco-friendly, non-toxic alternatives. Consumers' growing awareness about environmental impact and urban lifestyle changes also influence product demand. Hence, major players in Singapore Household Cleaner Market focus more on developing and introducing products with environment friendly and organic ingredients.

Impact of Escalating Geopolitical Tensions on Singapore Household Cleaner Market

Intensifying geopolitical tensions among countries and spreading across major regions are anticipated to affect the growth of Singapore Household Cleaner Market. Political, economic, and armed conflicts between countries, including the Russia-Ukraine war and United States-China trade frictions, pose significant risks to the Household Cleaner Market in Singapore. Geopolitical tensions could disrupt global supply chains, affecting the availability and cost of raw materials and finished products. Additionally, the slowing global economy may reduce consumer spending power, impacting market demand. Despite these challenges, Singapore's strong fundamentals and trusted reputation continue to attract investments, providing a degree of resilience. The government's strategy to maintain balanced international relations and capitalize on investment opportunities may help mitigate some negative impacts, but uncertainty remains high due to the potential for further economic shocks and supply chain disruptions.

Singapore Household Cleaner Market

Segment Coverage

Singapore Household Cleaner Market – By Type

By type, Singapore Household Cleaner Market is divided into Surface Cleaner, Glass Cleaner, Toilet Cleaner, Specialty Cleaners, Bleaches, and Others (Laundry Detergents and Dishwashing Detergents) segments. The surface cleaner segment is the largest type in Singapore Household Cleaner Market, due to the widespread use of surface cleaners in households for cleaning various types of surfaces, including floors, countertops, and other high-touch areas. The increasing emphasis on hygiene and cleanliness, particularly in urban settings, drives the demand for surface cleaners, making it the most significant segment of the market.

Singapore Household Cleaner Market – Ingredients

On the basis of ingredients, Singapore Household Cleaner Market is split into Natural and Chemical segments. The chemical segment holds a larger share of Singapore Household Cleaner Market by ingredients. Chemical cleaners dominate due to their effectiveness in removing tough stains, ease of availability, and generally lower cost compared to natural alternatives. Despite a growing interest in eco-friendly products, the demand for chemical cleaners remains higher, driven by consumer preferences for strong and quick-cleaning solutions in household maintenance.

Singapore Household Cleaner Market – By Application

Based on application, Singapore Household Cleaner Market is divided into Bathroom Cleaners, Kitchen Cleaners, Floor Cleaners, Fabric Care, and Others (including appliances and furniture) segments. Floor cleaners dominate Singapore Household Cleaner Market by application. The segment dominance is due to the consistent need for maintaining clean and hygienic flooring in homes, which is a critical aspect of household cleanliness. The demand is driven by the high frequency of usage and the variety of floor surfaces, requiring specialized cleaning products to ensure effective and safe cleaning.

Singapore Household Cleaner Market – By Distribution Channel

On the basis of Distribution Channel, Singapore Household Cleaner Market is segmented into Supermarkets & Hypermarkets, Convenience Stores, Online Retail, and Direct Sales segments. The supermarkets & hypermarkets segment accounts for the largest market share by distribution channel. The segment’s dominance is because of a wide range of products available, frequent promotions, and the convenience of one-stop shopping in supermarkets and hypermarkets. Consumers prefer purchasing household cleaners from stores, as accessibility to a variety of products and they can physically inspect products.

Competitive Landscape

Key players in the highly competitive Singapore Household Cleaner Market include Unilever, Procter & Gamble, Reckitt Benckiser, SC Johnson & Son, Colgate-Palmolive, Clorox Company, Henkel AG & Co. KGaA, Kao Corporation, Lion Corporation, Selleys Singapore, Green Kulture, and Church & Dwight Co., Inc. To further enhance their market share, these companies employ various strategies, including mergers and acquisitions, partnerships, joint ventures, license agreements, and new product launches.

Scope of the Report

By Type

• Surface Cleaner

• Glass Cleaner

• Toilet Cleaner

• Specialty Cleaners

• Bleaches

• Others (Laundry Detergents, Dishwashing Detergents)

By Ingredients

• Natural

• Chemical

By Application

• Bathroom Cleaners

• Kitchen Cleaners

• Floor Cleaners

• Fabric Care

• Others (appliances, furniture)

By Distribution Channel

• Supermarkets & Hypermarkets

• Convenience Stores

• Online Retail

• Direct Sales

• Others

1. Research Framework
   1. Research Objective
   2. Product Overview
   3. Market Segmentation
2. Executive Summary
3. Singapore Household Cleaner Market Insights
   1. Industry Value Chain Analysis
   2. DROC Analysis
      1. Growth Drivers
         1. Growing Importance of Cleanliness and Hygiene
         2. Urbanization and Busy Lifestyles
         3. Dual-Income Households
         4. Shifting Consumer Preferences
      2. Restraints
         1. Price Sensitivity
         2. Compact Living Spaces in Singapore may Restrict Storage for Bulky Cleaning Products
      3. Opportunities
         1. Innovation in Product Formulations
         2. Direct-to-Consumer (D2C) Channels
         3. Rise of E-commerce
      4. Challenges
         1. High Competition
         2. Stringent Regulations and Standards
   3. Technological Advancements/Recent Developments
   4. Regulatory Framework
   5. Porter’s Five Forces Analysis
      1. Bargaining Power of Suppliers
      2. Bargaining Power of Buyers
      3. Threat of New Entrants
      4. Threat of Substitutes
      5. Intensity of Rivalry
4. Singapore Household Cleaner Market Overview
   1. Market Size & Forecast, 2019–2030
      1. By Value (USD Million)
   2. Market Share & Forecast
      1. By Type
         1. Surface Cleaner
         2. Glass Cleaner
         3. Toilet Cleaner
         4. Specialty Cleaners
         5. Bleaches
         6. Others (Laundry Detergents, Dishwashing Detergents)
      2. By Ingredients
         1. Natural
         2. Chemical
      3. By Application
         1. Bathroom Cleaners
         2. Kitchen Cleaners
         3. Floor Cleaners
         4. Fabric Care
         5. Others (appliances, furniture)
      4. By Distribution Channel
         1. Supermarkets & Hypermarkets
         2. Convenience Stores
         3. Online Retail
         4. Direct Sales
         5. Others
5. Competitive Landscape
   1. List of Key Players and Their Offerings
   2. Singapore Household Cleaner Company Market Share Analysis, 2023
   3. Competitive Benchmarking, By Operating Parameters
   4. Key Strategic Developments (Mergers, Acquisitions, Partnerships, etc.)
6. Impact of Escalating Geopolitical Tensions on Singapore Household Cleaner Market
7. Company Profiles (Company Overview, Financial Matrix, Competitive Landscape, Key Personnel, Key Competitors, Contact Address, Strategic Outlook, and SWOT Analysis)
   1. Unilever
   2. Procter & Gamble
   3. Reckitt Benckiser
   4. SC Johnson & Son
   5. Colgate-Palmolive
   6. Clorox Company
   7. Henkel AG & Co. KGaA
   8. Kao Corporation
   9. Lion Corporation
   10. Selleys Singapore
   11. Green Kulture
   12. Church & Dwight Co., Inc.
   13. Other Prominent Players
8. Key Strategic Recommendations
9. Research Methodology
   1. Qualitative Research
      1. Primary & Secondary Research
   2. Quantitative Research
   3.  Market Breakdown & Data Triangulation
      1.  Secondary Research
      2.  Primary Research
   4.  Breakdown of Primary Research Respondents, By Region
   5.  Assumptions & Limitations

*Financial information of non-listed companies can be provided as per availability.

**The segmentation and the companies are subject to modifications based on in-depth secondary research for the final deliverable.

List of Figures

Figure 1       Singapore Household Cleaner Segmentation

Figure 2       Singapore Household Cleaner Market Value Chain Analysis

Figure 3       Company Market Share Analysis, 2023

Figure 4       Singapore Household Cleaner Market Size, By Value (USD Million), 2019–2030

Figure 5       Singapore Household Cleaner Market Share, By Type, By Value, 2019–2030

Figure 6       Singapore Household Cleaner Market Share, By Ingredients, By Value, 2019–2030

Figure 7       Singapore Household Cleaner Market Share, By Application, By Value, 2019–2030

Figure 8       Singapore Household Cleaner Market Share, By Distribution Channel, By Value, 2019–2030

List of Tables

Table 1        Singapore Household Cleaner Market Share, By Type, By Value, 2019–2030

Table 2        Singapore Household Cleaner Market Share, By Ingredients, By Value, 2019–2030

Table 3        Singapore Household Cleaner Market Share, By Application, By Value, 2019–2030

Table 4        Singapore Household Cleaner Market Share, By Distribution Channel, By Value, 2019–2030

Table 5        Unilever Company Overview

Table 6        Unilever Financial Overview

Table 7        Procter & Gamble Company Overview

Table 8        Procter & Gamble Financial Overview

Table 9        Reckitt Benckiser Company Overview

Table 10      Reckitt Benckiser Financial Overview

Table 11      SC Johnson & Son Company Overview

Table 12      SC Johnson & Son Financial Overview

Table 13      Colgate-Palmolive Company Overview

Table 14      Colgate-Palmolive Financial Overview

Table 15      Clorox Company Company Overview

Table 16      Clorox Company Financial Overview

Table 17      Henkel AG & Co. KGaA Company Overview

Table 18      Henkel AG & Co. KGaA Financial Overview

Table 19      Kao Corporation Company Overview

Table 20      Kao Corporation Financial Overview

Table 21      Lion Corporation Company Overview

Table 22      Lion Corporation Financial Overview

Table 23      Selleys Singapore Company Overview

Table 24      Selleys Singapore Financial Overview

Table 25      Green Kulture Company Overview

Table 26      Green Kulture Financial Overview

Table 189    Church & Dwight Co., Inc. Company Overview

Table 190    Church & Dwight Co., Inc. Financial Overview

Table 191    Other Prominent Players Company Overview

Table 192    Other Prominent Players Financial Overview