Global Market for Sustainable Cleaning Products to Reach $147 Billion by 2017

Portland, ME, August 31, 2013 --( Developing markets will lead growth over the next five years, with Asia Pacific replacing Western Europe as the largest market for cleaning products, according to new market forecasts from Smithers Apex.

The Future of Sustainable Cleaning Products to 2017 details key industry drivers and trends for all cleaning technologies in the global market. Smithers Apex uses primary research and exclusive tables to break down markets by ingredient, region, application and product form. The report features cutting-edge technology developments such as reducing water temperature, bio-based ingredients, enzyme developments, and phosphate-free builders.

As consumers in developed economies take a wider view of how their activities affect the world in which they live, they are considering how the extraction, manufacturing and disposal of cleaning products will affect the environment and future generations. The prime requirements of cleaning products have traditionally been cost and convenience. Sustainability and environmental targets are now driving demand for natural renewable ingredient sources that are comparable in cost and performance as petrochemical based ingredients.

Renewable resources include palm, coconut and other plant oils and the fermentation products of microorganisms. Surfactants, which are partly or completely synthesized from natural products, are becoming increasingly common in cleaning products. The alkyl polyglucosides, first developed 20 years ago and synthesized from renewable hydrophilic and hydrophobic substances, are now established products, particularly in milder applications in which gentle surfactants with good foaming properties are required. Surfactants, such as sophorolipids, have been obtained directly from microorganisms and have recently been introduced into some hard surface and glass cleaners.

Sales of hard surface cleaners vary from region to region. Multipurpose cleaners have the largest share (>30%) of the market except for Asia Pacific (15%) and North America (25%). In Asia there is a preference for using more specialist room cleaners (e.g. kitchen, bathroom, etc.). In North America, household care wipes and floor cleaners are very popular (34%); although they tend not to be used in other regions. Household antiseptics and disinfectants are popular in the warmer regions (e.g. Asia, Latin America, Middle East and Africa). It is noticeable that sales of these products increase rapidly during the periodic health scares that hit the newsrooms, only to decrease again when the news stories subside.

In North America and Europe, 70% of the laundry care market is for detergents, the remainder is evenly split between fabric softeners and laundry aids. In the emerging markets the proportion of laundry detergents is higher at 85% the remainder primarily being filled by fabric softeners.

In the mature markets of North America and Western Europe GDP growth was 15 and 20% respectively from 2006 to 2011. Over the same time, in the developing markets of Asia, Eastern Europe, Latin America and the Middle East and Africa, cleaning products grew between 55-70%.

The Future of Sustainable Cleaning Products to 2017 is available as bound copy, electronic version, and global usage license. It is available for immediate download for £3950 /$6300. For more information, please contact: Brian Santos ( +1-207-781-9618 or Stephen Hill ( +44 (0) 1372 802025, or visit

Press: Chandra Leister, 207-781-9602,

About Smithers Apex:
Smithers Apex, formerly known as IntertechPira, is a global business that provides events, market research, publications and strategic and technical consulting to an expanding list of niche, emerging and high growth industries, including home and personal care; lighting, imaging and displays; plastic electronics and alternative energy. For more information about Smithers Apex, please visit
Smithers Apex Market Reports
Chandra Leister