As a sunrise industry within the home cleaning sector, the household cleaning industry is experiencing continuous global growth, with Southeast Asia standing out particularly. The region’s cleaning products market has a compound annual growth rate (CAGR) of no less than 5%, and the household cleaning market has reached a scale of $4 billion. With consumers placing increasing importance on health, efficiency, and quality, the demand for household cleaning products has surged. Southeast Asia, in particular, with its youthful online shopping demographic and the rise of the “She-Economy,” has become a new blue ocean that businesses are competing to capture.
Data shows that in 2022, the growth rate of the Southeast Asian e-commerce market led the world, with internet users in the region spending significantly more time online daily than the global average, providing a vast sales space for household cleaning products. Among these, cleaning supplies like toilet cleaning liquid have become hot-selling items due to their high repurchase rate and visually demonstrable effects. As cross-border logistics improve and short video live streaming gains popularity, online channels are becoming the main battleground for the Southeast Asian household cleaning market.