Laura Mahecha
Director Professional Cleaning Products
The janitorial cleaning market in Europe is undergoing a significant transformation, driven by technological advancements, sustainability imperatives, and evolving regulatory landscapes. Recently, Clorox announced the acquisition of GOJO, and this may have future implications on the combined professional brands of this portfolio in Europe. Some of the key trends that are expected to shape the industry through 2026 include:
- Heightened Health & Hygiene Standards: Post-pandemic, there is sustained demand for high-standard cleaning, with businesses requiring certified sanitizers and disinfectants used alongside digital disinfection logs. Cleaning is now linked to well-being and indoor air quality, especially in sectors like healthcare and hospitality.
- Sustainability & Circular Economy: Sustainability has become a core expectation rather than a differentiator. The janitorial cleaning industry is adopting low-water, energy-efficient technologies, biodegradable chemicals, and circular packaging systems. These practices are increasingly tied to procurement requirements and cost control, driven by EU environmental regulations.
- Workforce Challenges: The sector faces labor shortages and rising workforce expectations. Automation helps offset these challenges but requires skilled oversight.
- Data-Driven & Smart Cleaning: The use of IoT and real-time monitoring is revolutionizing cleaning schedules, which are now based on actual facility usage. Smart systems and AI-driven tools optimize cleaning operations, thereby improving efficiency and reducing waste. Integrated hygiene programs and digital inspection tools are becoming mainstream, consolidating vendors to improve quality and support ESG data reporting.
- Automation, Robotics & AI Integration: Automation is becoming standard in cleaning operations to address labor shortages and enhance efficiency. Autonomous robots and AI are taking over repetitive tasks, allowing human workers to focus on supervision and specialized roles. EU regulations, like the upcoming AI Act, ensure the responsible deployment of these technologies.
- Procurement Reforms: EU policy changes are shifting the focus from cost-driven to quality-driven contracts, embedding sustainability and labor standards as core criteria. This aims to improve working conditions and service quality.
Europe’s janitorial cleaning industry is evolving toward a more technology-enabled, environmentally responsible, and highly regulated future. Quality and accountability are paramount, shaping a landscape where advanced automation, sustainability, and professionalization are key drivers. The away-from-home cleaning market in Europe is characterized by leading MNCs and local players alike competing in a tight market.
Kline will update our Janitorial Cleaning Products in Europe study, to be published later this year, based on hundreds of end-user surveys to gain insights on usage, preferences, and business-critical issues impacting end users. The study offers a comprehensive view of the European janitorial cleaning market, helping industry stakeholders understand market size, end-use segmentation, supplier positioning, growth trajectories, and evolving opportunities. To learn more, contact us.
