2025 Cleaning Consumption Trends in Europe and America: Consumers Are More Willing to Pay a Premium for "Chemical-Free" Cleaning

2025 Cleaning Consumption Trends in Europe and America: Consumers Are More Willing to Pay a Premium for "Chemical-Free" Cleaning

Data Confirms the Trend: Market Size and Premium Potential for "Chemical-Free" Cleaning in Europe and America
Strong Policy Drivers: Upgraded Chemical Controls in Europe and America Force the Transformation of Cleaning Categories
Core Demand: Health Anxiety and Environmental Consensus Foster "Chemical-Free" Consumption Decisions
Technology Implementation: High-Temperature and High-Pressure Steam Cleaning Becomes the Optimal Solution for "Chemical-Free" Cleaning
Distributor Opportunities: The "Chemical-Free" Label Enables Differentiated Profitability in Channels
Compliance Mandatory: Core Requirements for "Chemical-Free" Product Access in the European and American Markets

1. Data Confirms the Trend: Market Size and Premium Potential for "Chemical-Free" Cleaning in Europe and America

In 2025, the market for "chemical-free" cleaning in Europe and America has entered a phase of explosive growth. Data clearly confirms consumers' willingness to pay for safe cleaning. The European natural cosmetics market is valued at $2.16 billion in 2025, and is projected to grow at a CAGR of 6.4% from 2025 to 2035, eventually exceeding $4 billion. The US organic personal care market is also performing strongly, with a projected CAGR of 9.5% from 2025 to 2030, reaching a market size of $10.85 billion in 2030. "No added chemicals" is the core growth driver.

More importantly, consumers are willing to pay a premium – a survey by the Red Food Industry Research Institute shows that 71% of consumers are willing to pay a premium for products with cleaner formulas. This percentage is even higher in the high-end markets of Europe and the US, with some "chemical-free" cleaning products commanding a premium of 30%-50%. This trend has extended from personal care and food sectors to the cleaning equipment market, providing ample pricing space for "chemical-free" products such as high-temperature, high-pressure steam cleaners.

2. Strong Policy Drivers: Stricter Chemical Controls in Europe and the US Force the Transformation of Cleaning Products

Increasingly stringent chemical control policies in Europe and the US are the core driving force behind the "chemical-free" cleaning trend. At the EU level, the Packaging and Packaging Waste Regulation (PPWR), which came into effect in February 2025, explicitly requires that from August 2026, the concentration of PFAS (permanent chemicals) in food contact packaging must meet strict limits, and products exceeding these limits will be prohibited from the market. Meanwhile, a comprehensive PFAS restriction proposal jointly promoted by the five EU member states has entered the legislative stage and will cover over 10,000 related substances, with cleaning products being a key area of ​​control.

The US market has also seen stricter regulations, with more than 30 states having issued PFAS bans. Minnesota and California, among others, have explicitly banned the sale of cleaning products containing PFAS from 2025. These policies not only restrict the use of chemical cleaning agents but also force retailers and supermarkets to shift towards "chemical-free" cleaning equipment to mitigate compliance risks. For distributors, choosing products that comply with policy guidelines has become a necessary condition for market access.

3. Core Demand: Health Anxiety and Environmental Consensus Fuel “Chemical-Free” Consumption Decisions

The fundamental reason for the continued rise of the “chemical-free” cleaning trend lies in the profound shift in consumer demand. From a health perspective, the “permanent residue” characteristics of chemicals like PFAS have raised widespread concerns. These substances can accumulate in the body, increasing the risk of cancer and immune system disorders, leading consumers to resist chemical cleaning products. Families with infants or pets, in particular, have a more urgent need for “residue-free” cleaning and are willing to pay extra for their family's health.

The strengthening environmental consensus further drives changes in consumer behavior. European consumers have formed a perception that “personal wellness is linked to planetary health,” upgrading their requirements for cleaning products from “effectiveness” to “sustainability.” Market research in the United States shows that urban residents are more inclined to choose environmentally friendly cleaning solutions, believing it reflects a responsible lifestyle. This demand is not only reflected in home cleaning scenarios, but also in professional fields such as car detailing and commercial cleaning, where customers prefer “chemical-free” solutions to enhance service value.

4. Technology Implementation: High-Temperature, High-Pressure Steam Cleaning Becomes the Optimal Solution for "Chemical-Free" Cleaning

In the exploration of "chemical-free" cleaning technologies, high-temperature, high-pressure steam cleaning has become the mainstream choice in the market due to its robust performance. Its core advantage lies in achieving cleaning and sterilization through physical methods, without the addition of any chemical agents—high-temperature steam above 100℃ can quickly break down oil stains and stubborn stains, achieving a sterilization rate of up to 99.99%, thus avoiding the risk of chemical residue at the source. The Amare high-temperature, high-pressure steam cleaner further upgrades the technology, generating 150℃ pure steam through dual-stage heating chamber technology, instantly breaking down even dried, solidified heavy oil stains, with cleaning effects far exceeding traditional chemical cleaning.

From an application perspective, this type of product is perfectly suited to the core channels of distributors: in high-end home retail scenarios, it can meet the cleaning needs of heavily soiled areas such as kitchens and bathrooms; when used in car detailing chains, it can safely clean car bodies and interiors, avoiding damage to paint and leather from chemical cleaners; large supermarkets can use it for residue-free cleaning of floors, shelves, and cold chain equipment. Meanwhile, the "instant drying" characteristic of steam cleaning improves cleaning efficiency and reduces the risk of secondary pollution, meeting the high-efficiency needs of commercial scenarios.

5. Distributor Opportunities: The "Chemical-Free" Label Enables Differentiated Profitability

For distributors such as high-end home furnishing retailers, car detailing chains, and large supermarkets, the "chemical-free" cleaning trend presents a key opportunity to break through competition. Firstly, it offers a differentiation advantage. The current cleaning market suffers from severe homogenization, while the combination of "chemical-free + high-efficiency cleaning" helps channels create a unique selling point, attracting high-end customers who value health and environmental protection, thus differentiating themselves from ordinary cleaning products.

The increase in profit margins is even more direct. As the data above shows, "chemical-free" products can achieve a 30%-50% premium, and the technological attributes of high-temperature, high-pressure steam cleaners further amplify profit margins. Taking car detailing chain stores as an example, after introducing Amare steam cleaning services, they can launch "chemical-free high-end cleaning packages," with a 20%-30% increase in price compared to traditional services, and a higher customer repurchase rate—the repurchase rate for environmentally friendly cleaning products has reached 70%, far exceeding the industry average. Furthermore, the "chemical-free" label can enhance the channel's brand image, attracting more high-quality partners and customers.

6. Compliance Mandatory Course: Core Requirements for "Chemical-Free" Product Entry into European and American Markets

Entering the European and American markets, compliance certification is an indispensable prerequisite for distributors, especially for cleaning equipment products that must meet stringent standards. In the EU market, steam cleaning equipment must pass CE certification. The EN60204-1 standard regulates electrical safety, while the EN60335-2-79 standard addresses specific safety requirements for high-pressure cleaning equipment, including burn prevention, pressure protection, and electromagnetic compatibility. Amare has completed a full set of compliance certifications, with product protection levels reaching IP44 or higher, making it suitable for complex operating environments such as humidity and high temperatures.

Regarding labeling and declarations, compliance with EU PPWR regulations is required. Packaging must clearly indicate material composition and recyclability information, avoiding misleading environmental claims. For the US market, attention must be paid to the details of PFAS bans in each state, ensuring products are completely free of such substances and providing relevant testing reports. Furthermore, product instructions must clearly state key selling points such as "no chemical additives" and "physical cleaning," while also being readable in the local language for easy consumer understanding. Amare will provide distributors with comprehensive compliance support, including certification documents, label templates, and testing reports, facilitating rapid market penetration.

Website:https://www.saiwaicleaner.com/

Email:alex@amaresteamcleaner.com

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