The Q2 Reality Check

Market Study by Precision

After a rocky start to the year, the cleaning and hygiene industry showed modest signs of stabilization in the second quarter (Q2) of 2025. According to Precision's Q2 Cleaning & Hygiene Report, the overall portfolio was down 4% compared to Q2 2024, but more importantly, up 3% compared to Q1 2025. While volumes remain below last year's levels, the sequential growth suggests the market may be finding firmer footing heading into the second half of the year.

Longer-term perspective: Still ahead of 2019

Taking a five-year view, the portfolio remains 7% higher than in Q2 2019. This reinforces a broader truth: While recent quarters have shown softness, the industry remains structurally larger than it was before the pandemic. For leaders navigating today's challenges, this context helps frame the current downturn within a longer arc of expansion.

Pricing: Stability holds

As in Q1, pricing stability continues to define the market. In Q2, prices increased by just 1% compared to the prior year and shifted by less than 2% compared to both the preceding quarter and the previous year. This reflects steady discipline from suppliers and distributors, even amid tariff uncertainty and economic volatility.

For an industry that often lives and dies by margin pressure, this is a notable strength. The constraint is not pricing erosion, but rather volume declines that limit top-line growth.

Category and segment performance

The quarter-over-quarter gains across most product categories indicate encouraging momentum for the Cleaning & Hygiene industry. Yet, all product categories are down compared to Q2 2024 (with the exception of skin care, which remained flat). The steadiness of skin care points to the durability of hygiene-driven categories, especially those tied to healthcare or institutional requirements.

From an end-user perspective, the only growth compared to the same period last year (Q2 2024) came from the office segment (+2%). While the increase was modest, it reflects ongoing return-to-office trends and renewed investment in facility hygiene. However, looking at quarter-over-quarter, almost all end-user groups showed increases, resulting in a total category growth of +3%.

Interpreting the signals

Q2 data paints a picture of a market that is not yet in recovery but is no longer in free fall. Volumes are stabilizing compared to earlier in the year, and pricing discipline is providing a much-needed anchor. The resilience of skin care and the growth in office environments indicate where steadier demand may continue in the near term.

For suppliers and distributors, the data suggests that this is a market where selectivity and agility matter. Performance will depend on identifying the demand signals that are strongest and aligning resources to those areas.

Looking ahead: Positioning for recovery

The remainder of 2025 will be shaped by external forces, from tariff outcomes to broader economic sentiment. Still, industry leaders can take concrete steps now:

Prioritize resilient categories: Hygiene-related segments such as skin care are proving steadier than others.

Monitor workplace demand: Growth in the office segment points to potential opportunities as workplace dynamics evolve.

Rely on data to navigate volatility: Transaction-level insights by category, region, and customer segment are essential in a market of mixed signals.

While Q1 painted a sobering picture, Q2 offers a more balanced story. For those willing to analyze performance at the category and segment level, the second half of 2025 may bring opportunities hidden beneath the averages.

Precision is a market data and analytics firm that helps companies in B2B industries tackle business challenges head-on through advanced statistics and data analytics.