CLEANING PRODUCTS MARKET companies

Market Concentration and Competitive Landscape

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Key Developments:

• In January 2023, Henkel AG & Co. KGaA and Shell Chemical LP announced a collaboration to substitute 200,000 tons of crude oil-based feedstock used in surfactant production with renewable raw materials. Henkel plans to incorporate these renewable surfactants into its laundry product brands. This initiative is projected to cut greenhouse gas emissions by up to 120,000 tons over the five-year agreement period. Shell Chemical LP is a subsidiary of Shell plc, a global energy and petrochemical company. It specializes in the production and supply of a wide range of chemical products used in everyday applications, including plastics, detergents, adhesives, and industrial solvents.
• In January 2022, Henkel AG & Co. KGaA announced plans to integrate its beauty care division with its laundry and home care segment. This strategic initiative aims to create new consumer brands by utilizing the synergies of a consolidated platform.
• In December 2021, Unilever launched an innovative dishwashing liquid made entirely from naturally-sourced ingredients. With 99% of its components being biodegradable and packaged in bottles made from 100% recyclable plastics, the product reflects Unilever's commitment to reducing carbon emissions and decreasing dependency on fossil fuel-derived ingredients.

Top Strategies Followed by Global Cleaning Products Market Players

• Established Players: Leading companies extensively invest in research and development to innovate high-performance cleaning products. For example, Reckitt invests around 4-5% of annual revenue in R&D to develop innovative solutions like its Vanish stain remover range. Such extensive R&D helps large players maintain an edge over competitors through continuous product upgrades.
• For instance, Unilever has partnered with various e-commerce giants and retailers in developing markets like India to distribute its household brands Domex and Cif more efficiently. These partnerships assist large players in leveraging each other's sourcing, distribution, and marketing capabilities.
• Mid-Level Players: Mid-sized companies focus on providing quality cleaning products at affordable price points to attract cost-conscious customers. Private labels introduced by retail chains target the value segment through aggressive prices compared to premium brands. Mid-level brands also emphasize value-for-money offerings through promotions and discounts.
• Small Scale Players: Small-scale players are carving a niche by focusing on localized, artisanal, and eco-friendly products. Companies like Blueland and Dropps emphasize minimal packaging, refillable solutions, and clean ingredient lists, appealing to environmentally conscious consumers. These small-scale brands often rely on social media for organic growth and storytelling to connect with their target audience.

Emerging Startups - Cleaning Products Industry Ecosystem

• Innovative Technologies: Startups are revolutionizing cleaning products by incorporating IoT and AI technologies. These advancements include automated cleaning robots, similar to competitors of iRobot's Roomba, which can intelligently map spaces and tailor cleaning routines.
• Sustainable Solutions: Startups like Blueland and Dropps have introduced biodegradable and plant-based cleaning agents, eliminating harmful chemicals that pollute waterways. Concentrated cleaning tablets or powders (e.g., EC30) reduce water usage during manufacturing and shipping, aligning with sustainability goals.