The cleaning market in Europe is undergoing significant transformations, driven by evolving consumer preferences, regulatory changes, and technological advancements.
A notable trend is the shift towards bio-based and plant-based cleaning and disinfection products, reflecting a growing consumer demand for sustainable and eco-friendly solutions.
This analysis explores the current state and future prospects of bio-based and plant-based cleaning products in both B2C and B2B markets across Europe.
Market overview
The European cleaning products industry is projected to grow steadily, with the household cleaners market expected to see a 4.02% increase from 2024 to 2028, reaching a market volume of US$ 12.07 bn by 2028.
This growth is underpinned by a heightened awareness of hygiene and cleanliness, spurred by recent global health concerns, and a strong consumer preference for sustainable cleaning solutions.
Consumer Trends
A significant consumer trend is the increasing demand for eco-friendly, bio-based, and plant-based cleaning products. Consumers are becoming more environmentally conscious, seeking products that are safe for their health and the planet. This shift is evident in the popularity of products like the SURE range from Diversey, which offers plant-based, 100% biodegradable cleaning solutions. These products not only meet The cleaning market in Europe is undergoing significant transformations, driven by evolving consumer preferences, regulatory changes, and technological advancements.
A notable trend is the shift towards bio-based and plant-based cleaning and disinfection products, reflecting a growing consumer demand for sustainable and eco-friendly solutions. This analysis explores the current state and future prospects of bio-based and plant-based cleaning products in both B2C and B2B markets across Europe.
The cleaning efficacy expectations but also align with the sustainability goals of modern consumers.
Regulatory and Environmental Considerations
The European market is also influenced by regulatory frameworks and environmental considerations that promote the use of sustainable materials. The biocide regulation is becoming stricter. BPR has required since 2013 that all biocide solutions must have an authorization in order to be placed on the market. Each biocide active substance will be assessed (efficacity, toxicology, ecotoxicology) from 2030 and might be approved by ECHA. Some low-risk substances have been defined by ECHA in Annex 1 of BPR, lactic acid, a sustainable and plant-based biocide, having been one of the first.
Regarding environmental considerations, Bio-based materials, defined as derived from biomass, are increasingly used in the detergents industry, replacing fossil-based ingredients. The industry is moving towards optimizing bio-based raw materials like palm kernel oil for surfactant production, ensuring cleaning functionality while addressing sustainability concerns.
Market Opportunities
The shift towards bio-based and plant-based cleaning products opens up several opportunities for companies in the cleaning market:
Innovation in Product Development: There is a growing opportunity for innovation in developing new bio-based and plant-based cleaning formulations that offer superior cleaning performance while being environmentally friendly.
Expansion of Product Range: Companies can expand their product range to include bio-based and plant-based options to cater to the diverse needs of both B2C and B2B markets.
Sustainability as a Competitive Advantage: Emphasizing sustainability and environmental responsibility can serve as a key differentiator in the market, appealing to eco-conscious consumers and businesses.
Challenges
Despite the opportunities, there are challenges to address:
Cost Considerations: Bio-based and plant-based cleaning products are often perceived as more expensive than conventional options. The European Environment Agency noted that ecolabel household cleaners cost 40% more than conventional ones, posing a barrier to wider adoption.
Supply Chain and Raw Material Sourcing: Ensuring a sustainable and reliable supply of bio-based raw materials is crucial. Companies must navigate the complexities of sourcing and certification, such as adhering to RSPO guidelines for palm oil derivatives.
Salveco Leads the Way in Sustainable Cleaning Solutions
The European cleaning market is poised for growth, with bio-based and plant-based cleaning products playing a pivotal role in shaping its future.
By addressing consumer demands for sustainability, navigating regulatory landscapes, and overcoming challenges related to cost and supply chain management, companies can capitalize on the opportunities presented by this evolving market.
As a leader in the field of eco-friendly cleaning and disinfection solutions, Salveco is well-positioned to support businesses in this transition. With their 100% plant-based formulations and simplified market authorization processes, the company empowers organizations to develop their own sustainable cleaning product lines.
“Our technology licensing and contract manufacturing offerings allow companies to leverage Salveco’s expertise and regulatory approvals to bring their own green cleaning brands to market quickly and efficiently,” explains the company’s commercial director.
Salveco: 100% Plant-Based Disinfection and Cleaning Solutions
In response to the growing demand for more sustainable products, Salveco has emerged as a leading player in the field of disinfection and cleaning solutions based on ingredients 100% of plant origin.
Our formulations are highly effective while being environmentally and health-friendly, thanks to the use of organic acids such as lactic or citric acid in low doses.
Indeed, Salveco products are 100% biodegradable into CO2 and water, with no toxic residues for humans and the environment, and bear no hazard symbols.
Salveco products can be used in various sectors such as household, industry, catering, etc
A private label and licensing offer
Salveco offers two solutions for companies wishing to venture into more eco-friendly, sustainable cleaning and disinfection solutions :
- Licensing of our patented disinfection technology, allowing companies to manufacture their own products based on effective, plant-based and low risk formulas.
- Outsourced manufacturing of products, benefiting from Salveco’s unique plant-based expertise in cleaning products and simplified market authorization (AMMS) held by Salveco’s products in Europe for disinfection solutions.
Salveco holds over 130 simplified marketing authorizations (SMA) in Europe, enabling quick and permanent access to the European disinfection market, regarding regulation restrictions.
Our 100% plant-based and biodegradable formulations benefit from these SMA, thus avoiding lengthy authorization procedures.
Salveco can thus support companies in developing their own brand of cleaning and disinfection products that are more environmentally friendly.