The North America household cleaner sponge market is projected to grow with an opportunity of US$ 783.6 Mn during 2022-2030 and is estimated to reach US$ 2,622.2 Mn by 2030. Further, the market is registering a CAGR of 4.5% during the forecast period. 

A sponge is a tool or cleaning aid made of soft, porous material which is used for cleaning surfaces. Disinfectants and cleaning chemicals are essential for ensuring safety, these chemicals are necessary for preventing contamination and destroying microbes on floors and surfaces in residential structures. Sponges are great breeding sites for bacteria in places like kitchen, because they are often warm, damp, and retain traces of old food. Moreover, abrasive sponge, cellulose sponge, combo cellulose & abrasive sponge, dobie sponge and dry sponge among others are the different types of sponges available in the market. Polyester sponges are often soft and yellow, and are more commonly used for dishwashing. 

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 MARKET DYNAMICS

Prominent factors influencing the market growth during the forecast period include:

Drivers

Rising hygiene and health consciousness

Increased usages of home care and cleaning goods, as well as an increase in advertising and media campaigns promoting the benefits of hygiene and cleanliness, are the primary factors driving market expansion. Spending on home care items has increased significantly, notably among the middle-class population. The need for daily cleaning and household cleaning goods is predicted to increase due to rising demand from the use of sponges, increased awareness of personal hygiene, and cleaner environments, all of which will encourage demand. Moreover, people became aware of the importance of personal cleanliness as a result of the COVID-19 pandemic and took steps to embrace personal hygiene practices. As a result, there has been a beneficial effect and an increase in demand for other services, such as household cleaner sponges. Increasing residential properties have increased the use of household cleaning sponges. However, the availability of counterfeit and local products restricts the market growth as they can cause major scratches to the surfaces.

Restraints 

Availability of counterfeit & local products and high germ content on sponges

Local household cleaning sponges are manufactured with low quality sponges as a result, it can retail marks on the surfaces. The rise of counterfeit goods and other local products marketed on the internet has been rapid and many shoppers have gone unaware. Consumer health and safety are jeopardized by the creation and trafficking of these counterfeit goods. President of the United States Donald Trump has signed an executive order in March 2017 in order to enhance the efficient enforcement of laws protecting intellectual property rights holders from imported counterfeit goods, among other things. Moreover, the increasing standard of living of the middle-class population and rise in disposable income creates a lucrative growth opportunity for the market.

Opportunity

Increasing standard of living of the middle-class population and rise in the disposable income

The United States has a high quality of living by most economists' measures, and was acknowledged as having the highest standard of living in the world for many decades during the twentieth century. Growing consumer concern about health and hygienic living, free of germs, bacteria, dust, and filth, has contributed to an increase in per capita spending on home care items. Moreover, the United States presently ranks 8th in the United Nations Human Development Index, which measures health, education, and per capita income levels.

Market Segmentation

Cleanser Analysis

Based on cleanser, the abrasive segment among other shows the highest growth opportunity during the forecasted period. Abrasive holds 23% of the market share in 2021 as they are very effective for cleaning grills, some outdoor furniture, and cookware. The use of an abrasive sponge in the blasting medium along with household cleaning would increase the demand for the product in the long term. Abrasive sponges are intended to remove stains of baked-on food on pots and pans. However, it is advised to avoid abrasive sponges when cleaning delicate glass or pots with a non-stick coating as they can be damaged by abrasive material. Moreover, due to the increasing demand for hygiene and cleanliness, there are different types of sponges available in the market for house, kitchen and floor cleaning.

Type Analysis

In terms of type, the market value of the cellulose sponge segment is the highest reaching a value of US$ 913.68 Mn by 2030. They are manufactured from wood fibers, and are man-made. These sponges are far more environmentally friendly than plastic sponges because they are made in a less toxic environment and biodegrade in landfills. They're perfect for a variety of chores because of their vivid colors and hand-sized shapes. Moreover, the combo cellulose & abrasive sponge segment will grow with a CAGR of 5.2% in the forecasted period. These sponges will give the benefits of both cellulose and abrasive sponges as they are two-sided. They are great for cleaning dishes, cookware, bathroom surfaces, countertops and general cleaning. These different types of sponges are made from natural and synthetic materials. 

Material Analysis

Based on material, the natural segment occupies the largest share in the market, with its market value reaching US$ 1,452.6 Mn by 2030. While certain cleaning products are clearly dangerous, many others have long-term consequences. Natural sponge is the most eco-friendly sponge because they are extraordinarily absorbent, durable and resistant to tearing, hypoallergenic, non-toxic, and is harvested by methods of sustainability. A household cleaner sponge is an incredible cleaning tool whether for dishwashing, wiping down countertops, or removing animal hair from furniture, therefore, it is used in a wide range of applications. 

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Application Analysis:

Based on application, kitchens are the places where new germs are introduced on a daily basis because of human activity and food preparation. Hence, this sector dominated the North America household cleaner sponge market in 2021. Polyester, polyurethane or vegetal cellulose are used to make kitchen sponges. Polyester sponges employ polyurethane because of its abrasive properties and are more commonly used for dishwashing. The kitchen sponges should be changed once a week. Moreover, the kitchen segment is also anticipated to grow at the highest CAGR of 4.7% over the forecast period as these are particularly good at absorbing water & water-based solutions. Furthermore, due to the increasing demand for cleaning sponges, they are widely available in both online and offline modes of distribution.

Distribution Channel Analysis:

Based on the distribution channel, the offline segment held the largest share in the market in 2021. Whereas, the online segment is expected to project the highest CAGR of 5.1% over the forecast period due to the rise of the e-commerce market, technological advancements and increased internet access. Also, the global pandemic spurred e-commerce growth in North America. Due to the growing digital infrastructure, higher use of smart devices, and expanded penetration of e-commerce platforms around the world, e-commerce is expected to be the fastest-growing distribution channel. Moreover, many companies are operating through both online and offline modes of distribution in the market.

Competitive Landscape

The cumulative market share of the major players is close to 68%. The key players in the market are Amway, Bio90 Manufacturing Canada Inc, Costco Wholesale 999, Americo Manufacturing, HDS Trading Corp, UFP Technologies, Sponge Technology Corp. LLC., Weiman Products, LLC., 3M (Scotch Brite), P&G (Mr. Clean), Reckitt (Lysol), Recticel - Engineered Foams, Liberty Industries, Inc., Rubberite Cypress Sponge, Rempac Foam, Scrub Daddy and Canada Sponge & Chamois Limited among others. Through extensive research, it is found that big players have adopted various competitive strategies such as mergers & acquisitions in order to have a grip on an emerging market. Furthermore, leading companies are expanding their geographical boundaries by acquiring small brands and domestic companies.

Recent Developments in North America Household Cleaner Sponge Market:

• In March 2021, Reckitt Benckiser Group PLC launched new 2030 ambitions: the new sustainability strategy, for a cleaner, healthier world, backed by more than £1bn (US$ 1.31 Bn) in existing investment over the next 10 years.  And will also engage 2bn people in programs, partnerships, and campaigns that will create a positive impact and support the sustainable development goals.
• Recticel announced the successful acquisition of FoamPartner, a Swiss-based global manufacturer of high added-value technical foams, on March 31, 2021. Recticel Flexible Foams and FoamPartner will now be combined to form Recticel Engineered Foams.

Segmentation Overview 

North America household cleaner sponge market is segmented based on cleanser, type, material, application and distribution channel. The industry trends in the market are sub-divided into different categories in order to get a holistic view of the North America marketplace. 

Following are the different segments of the North America household cleaner sponge market:

By Cleanser segment 

• Detergents
• Acid Cleaners
• Abrasives
• Degreasers
• Spirit Solvents
• Sanitizers
• Bleaches
• Others

By Type segment 

• Abrasive Sponge
• Cellulose Sponge
• Combo Cellulose & Abrasive Sponge
• Dobie Sponge
• Dry Sponge
• Wire Sponge
• Micro Fiber Cloth
• Sea Sponge
• Eco-Friendly Sponge
  • Reusable Cotton Sponge
  • Plant-Based Loofah Sponge
  • Others
• Others

By Material segment 

• Natural
• Synthetic

By Application segment 

• Bathroom Surface
• Kitchen
• Furniture
• Fabric
• Others

By Distribution Channel segment 

• Online
• Offline
  • Supermarkets
  • Convenience Stores
  • Shopping Complex
  • Others

By Country 

• The U.S.
• Canada
• Mexico