ASEAN Cleaning Services Market By Service Type (Commercial Cleaning {Window Cleaning, Vacuuming, Floorcare, Others}, Residential Cleaning {Maid Services, Carpet & Upholstery, Appliances, Other}), By Cleaning Type (General Cleaning, Weekly Cleaning, Deep Cleaning), By End User (Commercial, Residential, Industrial), By Country, Competition, Forecast and Opportunities, 2020-2030F

Market Overview

The ASEAN Cleaning Services Market was valued at USD 4.28 billion in 2024 and is expected to reach USD 6.64 billion by 2030 with a CAGR of 7.44% during the forecast period.

The ASEAN cleaning services market has witnessed significant growth over the past few years, driven by urbanization, industrialization, and the increasing demand for hygiene and cleanliness across various sectors. The market encompasses a wide range of services, including residential cleaning, commercial cleaning, industrial cleaning, and specialized cleaning services such as floor care, carpet cleaning, and window washing. With a rising middle class and expanding real estate sector, demand for both residential and commercial cleaning services continues to grow, making it a highly lucrative industry.

The rise in disposable income and the growing emphasis on health and sanitation have increased the need for professional cleaning services. Both residential and commercial establishments, including offices, healthcare facilities, educational institutions, and retail spaces, are now prioritizing cleanliness and hygiene, making cleaning services an essential part of daily operations. This demand has been further amplified by the ongoing concerns regarding the COVID-19 pandemic, which has heightened awareness of the importance of maintaining a clean and sanitary environment. Urbanization in Southeast Asia is growing at an average annual rate of 2.2%, leading to higher demand for cleaning services in commercial, residential, and industrial sectors.

In terms of market segmentation, the commercial cleaning sector holds a substantial share, driven by the booming commercial real estate market in ASEAN countries. The growing number of office spaces, retail outlets, and commercial complexes contributes to the demand for cleaning services. Additionally, industrial cleaning services are also seeing a rise, especially in manufacturing, automotive, and construction industries, where maintaining cleanliness is crucial for worker safety and operational efficiency.

Technological advancements in cleaning equipment, including automated cleaning systems and eco-friendly products, have also contributed to the market's expansion. As sustainability becomes a key concern, there is a growing demand for green cleaning solutions that reduce the environmental impact. Furthermore, the increasing use of online platforms to book cleaning services has made it easier for consumers to access professional services, expanding the customer base for cleaning companies.

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Key Market Drivers

Rising Urbanization and Population Growth

The increasing urbanization across ASEAN countries is one of the key drivers for the cleaning services market. With urban populations swelling, there is a higher demand for residential, commercial, and industrial cleaning services to maintain public spaces and private properties. The growth in urban centers such as Jakarta, Manila, and Bangkok has increased the need for professional cleaning services in both homes and businesses. Additionally, ASEAN's population growth rate has consistently been above the global average, further contributing to the demand for these services.

As cities continue to grow, there will be an increase in new buildings, office spaces, and residential complexes, all of which require cleaning services. For instance, in Singapore, the population density is high, and many commercial buildings are being constructed, necessitating constant upkeep and cleanliness. The urban population in ASEAN countries is projected to increase by over 100 million people from 2020 to 2030, boosting demand for cleaning services in urban areas.

Increased Focus on Hygiene and Sanitation

Health concerns, particularly in the wake of the COVID-19 pandemic, have heightened awareness around cleanliness and hygiene. Across ASEAN countries, there is a growing emphasis on maintaining sanitary conditions in public and private spaces, reinforced by global calls for action on water, sanitation, and hygiene (WASH). Governments have also implemented regulations for cleanliness, especially in high-traffic areas such as malls, offices, and hospitals. For example, Malaysia's Ministry of Health intensified efforts to ensure restaurants adhere to strict hygiene standards through initiatives like the "BeBAS" (Clean, Smoke-Free) program, which certifies premises based on cleanliness and safety criteria.

This is part of a broader "National Cleanliness Policy" and is supported by regulations such as the Food Act 1983. This shift toward heightened hygiene has spurred demand for cleaning services, both in terms of frequency, with practices like daily disinfection of high-touch surfaces becoming common, and the use of professional-grade equipment, such as hospital-grade disinfectants. Hygiene concerns are pushing both businesses and households to prioritize cleaning, further driving the market’s growth.

Growing Commercial Real Estate Sector

The booming commercial real estate sector is a significant driver for cleaning services in ASEAN. With more businesses setting up offices and retail outlets, cleaning services are becoming a necessity to ensure these spaces remain in top condition. Countries like Thailand, Indonesia, and Vietnam have seen a surge in office space demand, leading to the need for more cleaning services. The retail industry in cities such as Jakarta and Manila has also expanded, resulting in a higher demand for cleaning services to maintain store environments. Additionally, shopping malls, which are key parts of the ASEAN retail landscape, require constant upkeep to ensure they remain attractive to customers. As the commercial real estate market continues to grow, so does the need for reliable and professional cleaning services. ASEAN’s hospitality industry, worth over USD 100 billion in 2023, contributes significantly to the need for cleaning services as hotels and resorts require regular maintenance and hygiene solutions.

Technological Advancements in Cleaning Equipment

Technological innovations have revolutionized the cleaning services market in ASEAN. Automated cleaning solutions, such as robotic vacuums, floor scrubbers, and window-cleaning drones, are making cleaning more efficient and cost-effective, with the integration of Internet of Things (IoT) devices enabling remote monitoring and real-time tracking. These innovations, supported by government initiatives like Thailand's 15 billion baht investment in robotics projects and Singapore's SGD 60 million investment in over 40 robotics projects, allow businesses to cut labor costs while improving service delivery.

Additionally, the rise of eco-friendly cleaning products has become a major trend, with many customers preferring green solutions made with biodegradable, plant-based ingredients in plastic-free packaging that are safer for both the environment and people. In Thailand and the Philippines, many cleaning companies have adopted these advanced technologies to improve service quality and reduce operational costs; Thailand has deployed robots for specialized tasks like solar panel cleaning, while the Philippines began its robotics adoption in mid-2016. The market for smart cleaning solutions is expected to grow as more companies adopt these innovations to stay competitive.

Increasing Disposable Income and Living Standards

As the economy in ASEAN countries continues to grow, there is an increase in disposable income and living standards, particularly in cities like Singapore and Kuala Lumpur. This rise in affluence has led to higher demand for professional cleaning services, especially in residential areas. Wealthier households are now outsourcing cleaning tasks to free up time for other activities and enjoy a more convenient lifestyle.

In addition, businesses in urban areas are also increasingly willing to invest in professional cleaning services to maintain a clean and presentable image. For example, in cities like Ho Chi Minh City, the middle class has expanded rapidly, driving demand for cleaning services as people seek convenience and higher-quality service. This trend contributes to the overall market growth as consumers have more resources to spend on cleaning services.

Key Market Challenges

Labor Shortages and Workforce Management

One of the major challenges in the ASEAN cleaning services market is the reliance on a large workforce for cleaning operations. Many cleaning companies face difficulties in recruiting and retaining skilled workers due to low wages, long working hours, and a high turnover rate. The cleaning industry often relies on manual labor, which makes it difficult to manage a consistent and reliable workforce.

In addition, many cleaning tasks require workers to perform physically demanding tasks in potentially hazardous environments. These challenges can impact the overall efficiency of cleaning services, leading to increased operational costs and reduced service quality. Companies must continuously focus on worker retention, training, and ensuring the well-being of their employees to maintain a high level of service while addressing labor shortages.

Rising Competition and Price Sensitivity

The ASEAN cleaning services market is highly fragmented, with numerous small, local, and international players competing for market share. This has led to intense price competition, making it challenging for companies to differentiate themselves based on service quality alone. Many customers, particularly in the residential sector, are highly price-sensitive and often opt for the cheapest options, which can erode profitability for cleaning service providers. To stay competitive, cleaning companies need to balance offering competitive pricing with delivering high-quality services and maintaining operational efficiency. This price competition, combined with limited customer loyalty, presents a continuous challenge for cleaning businesses in the region.

Regulatory Compliance and Health Standards

The ASEAN region has a diverse regulatory environment, with each country having its own set of regulations related to cleaning, health, and safety standards. Cleaning companies need to stay updated on these regulations, which can vary across industries, such as hospitality, healthcare, and industrial cleaning. For example, the COVID-19 pandemic has led to heightened cleaning and hygiene standards, especially in healthcare and hospitality industries. Compliance with these changing health and safety regulations can be complex and costly, especially for small and medium-sized cleaning businesses that may lack resources to stay compliant. Non-compliance with regulatory standards can result in legal consequences, fines, and reputational damage.

Environmental Sustainability Demands

With increasing awareness around environmental issues, there is rising demand for green and sustainable cleaning services. This includes using eco-friendly cleaning products, reducing water usage, and adopting energy-efficient cleaning equipment. While these initiatives are positive for the environment, they often come with higher operational costs. For cleaning service providers in ASEAN, adopting sustainable practices can be an expensive and challenging transition. Many cleaning companies still rely on conventional, chemical-based cleaning products, which are more affordable but have a negative environmental impact. Balancing sustainability with cost efficiency is a significant challenge for businesses looking to cater to an environmentally-conscious customer base without increasing their operational expenses.

Technological Integration and Innovation

As the cleaning industry evolves, the demand for advanced cleaning technology has been increasing. Automated cleaning equipment, smart sensors, and digital platforms for booking services are becoming more common in the market. However, integrating such technology can be a challenge for many cleaning service providers, especially smaller companies with limited capital and resources. The upfront costs of purchasing and maintaining high-tech equipment can be a barrier to entry for some businesses. Furthermore, the need for skilled personnel to operate these advanced tools and equipment presents another hurdle. Companies must invest in employee training, technology infrastructure, and research and development to stay competitive. Adopting and scaling such innovations is essential for future growth but can be a significant challenge for businesses operating in the ASEAN cleaning services market.

Key Market Trends

Growing Popularity of Outsourced Cleaning Services

Outsourced cleaning is gaining momentum across ASEAN, especially in commercial and industrial sectors. Businesses prefer professional cleaning providers over in-house teams to reduce costs, increase efficiency, and focus on core operations. Offices, hospitals, retail spaces, and schools often outsource cleaning to ensure consistent hygiene without managing staff or equipment. This model also allows flexibility, enabling companies to scale services based on demand. Residential customers are adopting subscription-based and on-demand cleaning, attracted by convenience and affordability. The flexibility and cost-effectiveness of outsourced cleaning continue to make it the preferred choice in the region.

Expansion of Commercial and Industrial Cleaning

Rising commercial and industrial activity in ASEAN countries is driving demand for specialized cleaning. Growth in real estate, offices, malls, and retail spaces in major cities such as Singapore, Kuala Lumpur, Jakarta, and Manila fuels this need. Expanding industries like automotive, chemicals, and construction require deep cleaning to maintain safety and efficiency. With the hospitality industry alone valued at over USD 100 billion in 2023, demand for high-quality, large-scale cleaning continues to rise. Companies are investing in modern cleaning technologies to deliver higher service standards and meet complex industrial requirements.

Rise of On-Demand and Subscription-Based Cleaning Services

On-demand and subscription cleaning models are transforming the ASEAN market. Enabled by mobile apps, consumers can now book quick, flexible services without long-term contracts. This appeals to urban customers seeking convenience and customization. Subscription services provide scheduled cleanings, ensuring reliability and customer retention while offering steady income for providers. As ASEAN’s digital economy grows from $263 billion in 2024 to a projected $1 trillion by 2030, and with DEFA initiatives encouraging digital expansion, these tech-driven cleaning models are expected to grow rapidly across the region.

Segmental Insights

Service Type Insights

Residential Cleaning segment dominated in the ASEAN Cleaning Services market in 2024, due to a combination of shifting consumer behavior, urbanization, and the growing demand for convenience in daily life. As urban populations increase across the region, particularly in countries like Singapore, Indonesia, and Thailand, there is a rising need for professional cleaning services to maintain the cleanliness of homes. With busy work schedules, long commutes, and growing lifestyles in densely populated cities, homeowners and renters are increasingly seeking external help to maintain their living spaces.

Furthermore, as disposable incomes rise and more dual-income households emerge, the demand for residential cleaning services continues to grow. People are now more willing to outsource domestic chores, valuing time-saving services that allow them to focus on work, leisure, or family. This convenience-driven demand has led to a surge in on-demand cleaning services, where customers can easily schedule cleaning appointments via mobile apps or online platforms. These services often offer flexible pricing and subscription models that cater to the diverse needs of residential clients.

In addition, the increased awareness of hygiene and cleanliness, especially in the wake of the COVID-19 pandemic, has driven consumers to place greater emphasis on maintaining clean and sanitized living environments. As health and wellness have become top priorities, professional cleaning services are seen as an effective way to ensure a safe, hygienic, and comfortable home.

The proliferation of tech-driven solutions, such as apps and smart home devices, has also made residential cleaning more accessible and convenient for consumers. This trend is further amplified by the rapid growth of e-commerce platforms, making it easier for customers to book and manage services. These factors combined ensure that the residential cleaning segment will continue to dominate the ASEAN Cleaning Services market in 2024.

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Country Insights

Indonesia dominated the ASEAN Cleaning Services market in 2024, due to a combination of factors that contribute to its rapid economic growth, increasing urbanization, and growing demand for cleaning services across various sectors. The country’s large population, expanding infrastructure, and rising middle class have created a robust demand for cleaning services, making Indonesia a key player in the regional market. Indonesia’s rapid urbanization plays a critical role in driving the demand for cleaning services.

With a growing number of urban centers and the expansion of residential and commercial spaces, there is an increasing need for professional cleaning services. The development of large residential complexes, office buildings, shopping malls, and industrial zones has resulted in a significant market for commercial and residential cleaning services, thus fueling the growth of the cleaning services sector.

Indonesia's economic development has led to increased investments in infrastructure, including the construction of new commercial real estate, hotels, and other service-oriented establishments. This growth in the commercial real estate sector has contributed to the rise in demand for cleaning services to maintain these spaces in top condition. Furthermore, the hospitality sector, a key contributor to Indonesia’s economy, has witnessed significant growth, leading to a higher demand for cleaning services, especially in hotels, resorts, and restaurants.

The growing awareness of hygiene and cleanliness, especially in the wake of the COVID-19 pandemic, has increased the need for cleaning services in both commercial and residential settings. The heightened focus on sanitation has led businesses and individuals to invest more in professional cleaning services for disinfection and sterilization, boosting the overall market. Indonesia’s government policies aimed at promoting hygiene standards and improving public health have further contributed to the market’s expansion.

Recent Developments

• In July 2025, Ecolab launched its innovative ReadyDose™ Cleaning Program in Southeast Asia. This new solution, designed for restaurants, cafes, and other food service establishments, is a compact, pre-dosed system that simplifies cleaning processes and improves safety and efficiency.
• In August 2025, At the ASEAN 2025 conference in Kuala Lumpur, the city of Lucknow, India, showcased its achievements in cleanliness and green development. This highlights a broader regional trend and a growing governmental focus on smart urban projects and cleanliness, which is a significant driver for the professional cleaning services industry.
• In September 2024, Mumbai-based Krystal Integrated Services, a prominent provider of integrated facility management solutions, entered into a strategic partnership with Nicomac Taikisha Clean Rooms, located in Sangareddy. This collaboration aims to improve operational efficiency and service quality by deploying a specialized workforce proficient in contamination control, sterilization techniques, clean room, and safety protocols. The partnership will support Nicomac Taikisha's diverse operations, enhancing their service capabilities and operational standards. 
• In October 2024, Karcher introduced autonomous cleaning devices, including robotic vacuum cleaners, as part of its efforts to expand operations in India. The company aims to enhance its product offerings and meet growing demand in the region, providing innovative cleaning solutions for both residential and commercial spaces with advanced robotic technology. 
• In July 2024, Squad Robotics will launch its autonomous floor-cleaning robots featuring Kudan’s 3D-Lidar SLAM technology. This integration will enhance the robots' navigation and efficiency, offering advanced solutions for automated cleaning in various environments, marking a significant step forward in robotic cleaning technology.
• In October 2024, REsurety secured USD 32 million in funding to launch a new clean energy marketplace. The investment will help the company expand its platform, aiming to improve the efficiency and accessibility of clean energy trading, driving advancements in renewable energy solutions and market transparency.

Key Market Players

• P. Dussmann Vietnam Co., Ltd.
• AEON Delight Co., Ltd.
• ATALIAN Group
• PT Hygienis Environmental Services
• Builwork Vietnam
• DomesticONE
• ISS A/S
• KMAC International Pte Ltd.
• Hiremop Pte Ltd
• PT. Karya Trustindo Utama

Report Scope:

In this report, the ASEAN Cleaning Services Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• ASEAN Cleaning Services Market, By Service Type:

o   Commercial Cleaning

§  Window Cleaning

§  Vacuuming

§  Floorcare

§  Others

o   Residential Cleaning

§  Maid Services

§  Carpet & Upholstery

§  Appliances

§  Other

• ASEAN Cleaning Services Market, By Cleaning Type:

o   General Cleaning

o   Weekly Cleaning

o   Deep Cleaning

• ASEAN Cleaning Services Market, By End User:

o   Commercial

o   Residential

o   Industrial

• ASEAN Cleaning Services Market, By Country:

o   Indonesia

o   Thailand

o   Vietnam

o   Malaysia

o   Singapore

o   Philippines

o   Myanmar

o   Cambodia

o   Laos

o   Brunei

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the ASEAN Cleaning Services Market.

Available Customizations:

ASEAN Cleaning Services Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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