Market evolution: Cleaning preparations (CN 340250) — 2015–2025

Introduction

This report examines the evolution of the European Union's external trade in cleaning preparations classified under CN 340250. The product scope covers surface-active preparations, washing preparations, auxiliary washing preparations, and cleaning preparations put up for retail sale, excluding organic surface-active agents, soap, and products for washing the skin. This is a heterogeneous category bundled from two six-digit subheadings: 34025010 (surface-active preparations) and 34025090 (washing, auxiliary washing, and cleaning preparations).

The analysis draws on data from the period 2022–2025, the window for which complete annual figures are available. Despite the relatively short time span, several structural dynamics — growing import penetration, diversification of supply sources, and a widening gap between volume and price growth — are clearly observable.

1. A Widening Gap Between Export Price Growth and Import Volume Growth

EU export growth has been driven primarily by prices, not volumes

Over the 2022–2025 period, the EU's total exports of CN 340250 grew by 12.1% in value (from €2.74 billion to €3.07 billion), but only by 4.8% in volume (from 1.42 to 1.49 million tonnes). Export unit values increased by 7.0%, from €1,931/t to €2,067/t. This pattern indicates that the EU's export expansion has been sustained more by pricing power and possibly a shift toward higher-value products than by a proportional increase in physical shipments.

Imports have expanded far more rapidly in both value and volume

By contrast, EU imports surged by 27.3% in value (from €1.14 billion to €1.45 billion) and 27.8% in volume (from 584,000 to 746,000 tonnes). Import unit values remained essentially flat (−0.4%), settling near €1,950/t. The near-identical growth rates for value and volume signal that import expansion reflects genuine market-share gains by foreign suppliers rather than price inflation.

The EU remains a net exporter, but the surplus has barely moved

The trade balance stayed positive throughout the period, moving from €1.60 billion to €1.62 billion (+1.3%). The relatively static surplus masks the fact that export growth in absolute terms (€333 million) was only slightly higher than import growth (€311 million), and that in volume terms, imports grew nearly six times faster than exports. The net import reliance metric confirms a deepening export orientation (from −4.8% to −23.7%), though this partly reflects expanding intra-EU production for export.

2. A Rapidly Shifting Geographical Landscape of Trade Partners

The United Kingdom anchors both EU imports and exports

The United Kingdom is by far the largest partner for EU trade in CN 340250. In 2025, it accounted for €572 million in imports (39% of the EU total) and €1,104 million in exports (36%). The post-Brexit trade relationship appears stable: UK imports into the EU grew 11.0% while EU exports to the UK grew 12.7% over the period. Trade with the UK also displays the lowest volatility of any major partner (coefficient of variation of 0.06 for imports, 0.04 for exports).

Türkiye, China, and Ukraine have emerged as fast-growing import sources

The most striking feature of the import side is the rapid growth of several newer suppliers into the EU market:

View all partner dynamics

• Türkiye has more than doubled its exports to the EU, from €53 million to €127 million. This likely reflects both competitive pricing by Turkish producers and the EU–Türkiye customs union arrangement.
• China tripled its presence from €28 million to €86 million, consistent with broader trends of Chinese manufacturing penetration in consumer-facing cleaning products.
• Ukraine recorded the most dramatic relative growth (+708.7%), rising from a negligible €2 million to €18 million. This aligns with the EU's deepening trade integration with Ukraine following the Association Agreement and autonomous trade liberalisation measures.
• Serbia remains the second-largest non-EU import source (€426 million) and continued growing at 21.3%, benefiting from its EU candidate status and proximity.

Import volatility varies considerably across partners. China (CV = 0.56) and Ukraine (CV = 0.78) show high instability, suggesting that flows with these partners remain sensitive to policy changes, exchange-rate movements, or capacity adjustments.

EU exports to Türkiye have fallen sharply

While imports from Türkiye surged, EU exports to Türkiye fell by 38.8% (from €213 million to €131 million), making it the only top-seven export partner to record a decline. This divergence may indicate increasing competition from Turkish domestic producers, both in the Turkish home market and in third-country markets previously served from the EU.

The intra-EU production landscape is dominated by a handful of large economies

Among EU Member States, Poland (€528 million), Germany (€518 million), and France (€467 million) are the top three exporters. Italy (+22.2%) and Spain (+23.8%) showed the strongest export growth among large Member States, possibly reflecting Southern European producers gaining competitiveness. On the import side, Germany (€335 million) and France (€206 million) absorb the largest shares, with the Netherlands (+72.4%) and Romania (+59.3%) showing the fastest import growth.

3. Production Growth, Specialisation, and Diversification

EU domestic production has expanded, supporting a strong export base

EU production of cleaning preparations grew by 17.7% in quantity (from 8.84 to 10.41 billion kg) and 8.0% in value (from €8.57 to €9.26 billion). The fact that volume growth outpaced value growth suggests some downward pressure on domestic prices or a shift toward higher-volume, lower-margin product lines. Nonetheless, the scale of domestic production (roughly seven times export volumes) underpins the EU's position as a net exporter.

Specialisation is concentrated in a few Member States

According to Revealed Symmetric Comparative Advantage (RSCA) calculations for 2025, Luxembourg (RSCA = 0.62), Poland (0.31), Belgium (0.25), Denmark (0.21), and Greece (0.19) are the most specialised exporters. Poland and Belgium are also among the largest exporters in absolute terms, indicating a genuine industrial advantage. At the other end, Malta, Ireland, and Slovenia show negative RSCA values, meaning they are net importers of this product category relative to their overall trade profiles.

Import concentration has declined, signalling a broadening supply base

The Herfindahl-Hirschman Index (HHI) for EU imports fell by 16.2% (from 3,085 to 2,585 in value terms) and by 23.0% (from 3,690 to 2,841 in volume terms). This is a meaningful decline from a moderately concentrated market toward greater diversification. The rise of Türkiye, China, and Ukraine as suppliers — alongside the continued dominance of the UK and Serbia — is the primary driver. By contrast, export concentration remained broadly stable (HHI ≈ 1,500), reflecting the enduring weight of the UK as the EU's main external market.

The washing/cleaning segment dominates, with surface-active preparations as a smaller but higher-priced niche

Breaking down CN 340250 by its two subheadings, 34025090 (washing and cleaning preparations) accounts for the vast majority of trade — over 95% of both import and export volumes in 2025. 34025010 (surface-active preparations) is far smaller (36,000 t of imports, 117,000 t of exports in 2025) but commands a higher import unit price (€2,185/t vs. €1,937/t for the larger segment). Notably, 34025010 export volumes have been volatile — falling to 82,000 t in 2023 before rebounding to 117,000 t in 2025 — while 34025090 exports have been remarkably stable around 1.37 million tonnes.

Conclusion

The EU's trade in cleaning preparations (CN 340250) between 2022 and 2025 reveals a market in transition. While the Union remains a strong net exporter with a robust domestic production base (€9.3 billion in 2025), imports are growing at more than twice the pace of exports in both value and volume. This growth is being driven by a broadening set of suppliers — notably Türkiye, China, Serbia, and Ukraine — which is reducing the EU's import concentration and diversifying its supply chain. The United Kingdom continues to be the overwhelmingly dominant trade partner, but its relative importance may gradually erode as newer suppliers scale up.

For EU producers, the central challenge going forward will be to maintain their pricing power in the face of growing import competition while continuing to leverage their strong positions in mature export markets. The significant expansion of imports from countries with lower production costs suggests that competitive pressures will intensify, particularly in the mass-market washing and cleaning segment that constitutes the bulk of this product category.