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Global Laundry Detergent Market Size, Share & Trends Analysis Report By End-user, By Region, and Segment Forecasts, 2023 - 2032
  • Published Date: Nov, 2023
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  • Pages: 200
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  • Format: PDF
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  • Report Summary
  • Table of Contents
  • Segmentation
  • Methodology
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Laundry detergent serves the purpose of cleaning dirty clothes or laundry. Typical ingredients found in laundry detergent powder include builders or water softeners, bleach, surfactants, enzymes, soil anti-deposition agents, optical brighteners, foam regulators, fragrances, dyes, and corrosion inhibitors.

Several factors drive the growth of the laundry detergent market. These include a growing population, increasing urbanization, the introduction of innovative products, higher adoption of automatic washing machines, and heightened consumer awareness of hygiene. Key market players have intensified marketing efforts, leading to greater awareness of laundry detergent products such as gels, pods, and liquids among consumers. There is a rising demand for laundry detergents that offer effective cleaning with minimal effort, particularly contributing to the growth of liquid and pods laundry detergents. Liquid laundry detergents are especially favored as they easily dissolve in cold water, delivering efficient cleaning with lower energy consumption. The widespread adoption of automatic washing machines in developed markets has significantly bolstered the liquid laundry detergent market.

Global Laundry Detergent market was valued US $68.5 Bn in 2022 and is expected to reach ~US $101 Bn by 2032, growing at a CAGR of 5.1% during the forecast period 2023-2032.

The rising adoption and popularity of natural or organic laundry detergents are expected to further drive market growth. Unlike regular laundry detergents, organic options are chemical-free and are made from natural ingredients. They dissolve easily in water, providing effective laundry cleaning while being gentle on fabrics, extending the life of clothing, and conserving water. Consequently, organic laundry detergents are anticipated to contribute to the growth of the laundry detergent market by offering effective cleaning and promoting sustainability during the forecast period.

In addition to their stain-removing capabilities, laundry detergents are now formulated to condition clothes and impart exotic fragrances. Industry stakeholders are increasing investments in promotions and advertisements to expand product awareness, particularly among the middle-class demographic. As a result, laundry detergent manufacturers and retailers are adjusting their marketing strategies to meet growing demands. Prominent brands are also focusing on global, digital, and social media presence, in addition to enhancing their shelf presence.

The increasing embrace and surging demand for natural or organic laundry detergents are poised to drive growth in the laundry detergent market. In contrast to conventional laundry detergents, organic variants are devoid of chemicals. Furthermore, these organic detergents are crafted from natural ingredients, readily dissolving in water to deliver efficient laundry cleaning. They are gentle on fabrics, extending the lifespan of clothing items and conserving water. Consequently, organic laundry detergents, by offering effective cleaning while promoting sustainability, are expected to make a substantial contribution to the expansion of the laundry detergent market throughout the forecast period.

COVID -19 Impact on Laundry Detergent Market

The COVID-19 pandemic had a significant impact on the laundry detergent industry, leading to several notable trends and changes. With the pandemic leading to heightened hygiene and cleanliness concerns, there was a surge in demand for laundry detergents. As people spent more time at home, the frequency of laundry loads increased, driving up the need for detergent products. Consumers began to prioritize laundry detergents with antimicrobial and disinfectant properties to ensure that their clothes were thoroughly cleaned and sanitized. This shift in preference led to the introduction of new products catering to these needs. The pandemic accelerated the trend of online shopping, including the purchase of household essentials like laundry detergents. Many consumers turned to e-commerce platforms to order detergents, leading to increased online sales for detergent manufacturers.

The laundry detergent market, like many others, experienced supply chain disruptions due to lockdowns, restrictions, and transportation challenges. These disruptions could lead to shortages and delays in product availability. Fluctuations in raw material prices and supply chain disruptions also impacted the pricing of laundry detergents. Manufacturers faced challenges in maintaining stable prices due to these external factors. There was a growing awareness of the environmental impact of laundry detergents during the pandemic. Consumers showed an increased interest in eco-friendly and sustainable detergent options, which prompted some companies to innovate in this direction. To meet the increased demand and to address environmental concerns, some companies explored alternative packaging options, such as refillable containers and reduced plastic packaging. Laundry detergent manufacturers adjusted their marketing strategies to align with the new hygiene-conscious consumer behaviours. Many brands emphasized the effectiveness of their products in killing germs and viruses.

Factors Driving the Laundry Detergent Market


Increased Household Expenditure

The rising emphasis on healthier lifestyles, coupled with increasing individual concerns regarding health and hygienic living conditions devoid of germs, bacteria, dust, and dirt, has resulted in higher per capita spending on household cleaning products, including laundry detergents. In recent years, fragrance has emerged as a crucial element in household cleaning products, as consumers increasingly seek products with robust, pleasant scents. This aromatic aspect has become a means for vendors to distinguish their products. Moreover, factors like a surge in household expenditure and growth in the real estate sector, marked by an expansion in residential units, have driven the global demand for laundry detergent products. The heightened marketing efforts by industry players have also contributed to increased consumer awareness of laundry detergent varieties such as gels, pods, and liquids.

The growth of the liquid and pod laundry detergent markets can be attributed to consumers' growing desire for clothing that is easy to clean. Liquid laundry detergents, when used in washing machines, offer exceptional cleaning performance while consuming less energy, and they dissolve rapidly even in cold water. Consequently, these advantages are expected to propel the growth of this segment throughout the forecast period. For example, in 2021, the United States held the title of the world's largest laundry care market.


High prices of liquid detergents

The high prices of liquid detergents pose a significant challenge in the laundry detergent market for several reasons. Liquid detergents, especially those with added features like fragrance, stain removal, or specialized formulas, tend to be more expensive than their powdered counterparts. This can limit affordability for budget-conscious consumers or those in economically constrained regions. The high price of liquid detergents can create barriers for new and smaller detergent brands trying to enter the market. Established brands with lower-priced products may have a competitive advantage, making it challenging for newcomers to gain market share.

Some consumers may be hesitant to switch from traditional powder detergents to liquid ones due to the perception that they are more expensive. This can slow the adoption rate of liquid detergents, even if they offer superior cleaning performance. Economic downturns or periods of financial instability can further amplify the challenge of high detergent prices. During such times, consumers may prioritize cost-effective options, potentially leading to decreased sales of premium-priced liquid detergents. There is a growing demand for eco-friendly and sustainable laundry detergents, which often come with a higher price tag due to the use of environmentally friendly ingredients and packaging. The high prices of these products can deter some consumers from making environmentally responsible choices. Retailers may be less inclined to stock expensive liquid detergents, particularly in regions where price-conscious consumers dominate the market. This can limit the visibility and availability of these products, further hampering their adoption. Consumers who are loyal to lower-priced detergent brands may be hesitant to switch to more expensive options, even if they offer better features or environmental benefits.

Laundry Detergent Market Segmentation 

By Product

In 2021, the powder segment constituted 32% of the global revenue share, primarily driven by robust demand in emerging nations where a significant rural population favors cost-effective powdered products over alternatives.

The laundry detergent liquid segment is expected to experience notable growth during the market's forecast period. This growth can be attributed to its increasing adoption in developed economies, thanks to consumer preferences for comfort and convenience, lower production expenses, and it’s potential to yield higher profit margins for retailers and wholesalers.

By End-Use

The household sector is anticipated to exhibit a CAGR of 5.5% throughout the forecast period, positioning it as the dominant force in global demand during this time frame. This growth is primarily fuelled by the increasing number of millennial leading busy lives with limited time for household chores, coupled with a rising sales trend of washing machines in developing nations, both of which are pivotal factors propelling the segment's expansion.

Conversely, the industrial sector is poised to achieve substantial growth in the forecast period. This growth can be attributed to its applicability across a wide range of industries, including dry cleaning, hospitals, engineering, paper, textile, rubber, and housekeeping. Moreover, manufacturers are increasingly focusing on tailored product development for the industrial sector, further contributing to the segment's promising outlook.

By Regions

By region, the market is divided into North America, Europe, APAC, and Others. Others is further divided into Middle East and South America.

The North American laundry detergent market has experienced notable growth in recent years, primarily driven by the adoption of healthier lifestyles and an increasing emphasis on hygiene. Factors such as a well-established real estate sector, household expenditure, and the growth in housing units have contributed to the heightened sales of household cleaners in the United States. Additionally, there is a growing demand for organic and eco-friendly laundry care products, prompting various vendors to offer such products in response to consumer preferences. This surge in demand is expected to boost market revenues. For instance, vendors are continually introducing products containing biodegradable ingredients like natural washing soda, coconut oil, mineral-based surfactants, and plant-based enzymes.

An illustrative example of a prominent player in the household and personal care industry is the American multinational consumer products company, Procter & Gamble. The company's impressive 2021 revenue, exceeding US$ 26 billion from fabric care and home care products alone, underscores the significant profitability of this sector's growth. Notably, North America accounts for approximately half of Procter & Gamble's net sales, with well-known brands like Tide, Febreze, and Downy being household staples for many Americans under the company's fabric care and home care product lines.

Competitive Landscape

The laundry detergent market is characterized by a reasonably high level of competitiveness due to the presence of numerous participants. Several companies are dedicating resources to research and development, as well as introducing products and solutions for Laundry Detergent, with the aim of securing a substantial foothold in the competitive landscape. Additionally, some firms are engaging in strategic partnerships, joint ventures, and merger and acquisition activities to extend their market reach, enhance their brand recognition, and diversify their product offerings across different geographical regions. The key players profiled in this report include BASF SE, Clariant AG, Croda International, E.I. du Pont de Nemours and Company, Henkel AG & Co. KGaA, Kao Corporation, Procter & Gamble, The Dow Chemical Company, Unger Fabrikker AS, and Unilever Plc.

Recent Developments in the Laundry Detergent Market

  • On April 15, 2021, BASF SE broadened its EcoBalanced product range aimed at the detergents and cleaners sector, as well as industrial formulators. This expansion of the EcoBalanced portfolio provides customers with greener, top-quality solutions that do not sacrifice performance.
  • In July 2022, Unilever's laundry brand, known as Dirt Is Good (also recognized as Persil, Skip, and OMO), introduced an innovative capsule aimed at reducing the carbon footprint of the laundry process while delivering enhanced cleaning performance. These new capsules come in cardboard containers instead of plastic packaging, a strategic shift that will prevent more than 6,000 tonnes of plastic from entering the waste stream on an annual basis.
  • In January 2022, Henkel announced its intention to merge its laundry, home care, and beauty care divisions into a unified entity called Henkel Consumer Brands, scheduled to take effect at the beginning of 2023. This consolidation is designed to create a versatile consumer platform that leverages shared resources. Through this integration, the organization aims to enhance customer service by upgrading its infrastructure.
  • In May 2021, Unilever's laundry brand, Comfort, revealed a fresh packaging design and formulation. The updated formulation incorporates Pro-Fibre Technology, which, according to Unilever, is specifically designed to safeguard clothing against colour fading, pilling, and shape distortion.
  • In March 2021, Kao Corporation announced a ground-breaking initiative in Japan by committing to utilize 100% recycled polyethylene terephthalate (PET) plastic for its packaging. This significant move applies to its upcoming line-up of Attack ZERO laundry detergent products and CuCute Dishwashing Foam Spray bottles. Kao's ambitious goal is to transition to exclusively using 100% recycled PET for both household and personal care packaging, with a target of achieving this for PET bottles by the year 2025.

Table of Contents

1.    Executive summary


2.1               MARKET SCOPE

2.2               MARKET Definitions

3.    research methodology

4.    market outlook

4.1               Key Trends

4.2               GUIDELINES / REGULATIONS


4.4               MARKET DYNAMICS

4.4.1                   Drivers               Rise in number of pet adoption               Increase in awareness about pet health

4.4.2                   Restraints               High cost of pet accessories

4.4.3                   Opportunities               Rise in online retailing in the Laundry Detergent products  and accessories

4.4.4                   Challenges               Lack of knowledge in handling pets               Rise in incidence of pet allergies among caregivers

4.5               PriCing Analysis

4.6               PORTER’S FIVE FORCE MODEL

4.6.1                   Threat of new entrants

4.6.2                   Threat of substitute

4.6.3                   Bargaining power of suppliers

4.6.4                   Bargaining power of buyers

4.6.5                   Intensity of competitive rivalry


5.1               INTRODUCTION

5.2               MARKET SHARE ANALYSIS

5.3               builders

5.4               bleach

5.5               enzymes


6.1               INTRODUCTION

6.2               MARKET SHARE ANALYSIS

6.3               powder

6.4               liquid

6.5               gel

6.6               pods/tablets


7.1               INTRODUCTION

7.2               MARKET SHARE ANALYSIS

7.3               industrial

7.4               household

8.    GLOBAL LAUNDRY DETERGENT MARKET, BY distribution channel, MARKET ESTIMATION AND FORECAST, 2019-2032, value (USD million)

8.1               INTRODUCTION

8.2               MARKET SHARE ANALYSIS

8.3               online

8.4               offline


9.1               INTRODUCTION


9.2.1                   North America Laundry Detergent Market, By Country               Us               Canada               Mexico

9.2.2                   North America Laundry Detergent Market, By Component

9.2.3                   North America Laundry Detergent Market, By Product Type

9.2.4                   North America Laundry Detergent Market, By Application

9.2.5                   North America Laundry Detergent Market, By Distribution Channel


9.3.1                   Europe Laundry Detergent Market, By Country               Germany               UK               France               Italy               Spain               Russia               Rest of Europe

9.3.2                   Europe Laundry Detergent Market, By Component

9.3.3                   Europe Laundry Detergent Market, By Product Type

9.3.4                   Europe Laundry Detergent Market, By Application

9.3.5                   Europe Laundry Detergent Market, By Distribution Channel


9.4.1                   Asia Pacific Laundry Detergent Market, By Country               China               Japan               India               Australia               Singapore               South Korea               Thailand               Indonesia               Malaysia           Philippines           Rest of Asia Pacific

9.4.2                   Asia Pacific Laundry Detergent Market, By Component

9.4.3                   Asia Pacific Laundry Detergent Market, By Product Type

9.4.4                   Asia Pacific Laundry Detergent Market, By Application

9.4.5                   Asia Pacific Laundry Detergent Market, By Distribution Channel


9.5.1                   Middle East & Africa Laundry Detergent Market, By Country               UAE               Saudi Arabia               South Africa               Rest of Middle East & Africa

9.5.2                   Middle East & Africa Laundry Detergent Market, By Component

9.5.3                   Middle East & Africa Laundry Detergent Market, By Product Type

9.5.4                   Middle East & Africa Laundry Detergent Market, By Application

9.5.5                   Middle East & Africa Laundry Detergent Market, By Distribution Channel


9.6.1                   South America Laundry Detergent Market, By Country               Brazil               Argentina               Peru               Rest of South America

9.6.2                   South America Laundry Detergent Market, By Component

9.6.3                   South America Laundry Detergent Market, By Product Type

9.6.4                   South America Laundry Detergent Market, By Application

9.6.5                   South America Laundry Detergent Market, By Distribution Channel



10.2           competitor benchmarking

10.3           Competitive Quadrant

10.4           market share analysis, 2022 (%)


11.1           Alticor (Amway Corporation)

11.1.1               Company Overview           Business outlook           Headquarter           Established/Incorporated           Headcounts/ Employee strength

11.1.2               Financial Overview           Sales/revenue           R&D expenditure           Business segment sales share           Regional sales share

11.1.3               Product Offerings 

11.1.4               SWOT Analysis

11.1.5               Key Developments (Expansion/New Product Development/Agreement/Mergers & Acquisitions, Partnership/Investment/Etc.)

11.2           BASF SE

11.3           Church & Dwight Co., Inc.

11.4           Clariant AG

11.5           Colgate-Palmolive Company

11.6           Croda International Plc

11.7           Ecolab

11.8           Evonik Industries AG

11.9           Henkel AG & Co. KGaA

11.10        Holchem

11.11        Huntsman Corporation LLC

11.12        Kao Corporation

11.13        lion corporation

11.14        Reckitt Benckiser Group PlC

11.15        S. C. Johnson & Son, Inc.

11.16        SOlvay

11.17        The clorox Company

11.18        The proctor & gamble Company

11.19        Unilever PLC

11.20        OTHERS

*Financials and Details May Not be Included in Case of Privately Held Company

Global Laundry Detergent Market Segmentation

Laundry Detergent Market by Type: Market Size & Forecast 2023-2030

  • Liquid laundry detergent
  • Powder laundry detergent
  • Laundry pods
  • Laundry capsules
  • Fabric softeners
  • Laundry boosters

Laundry Detergent Market by Application: Market Size & Forecast 2023-2030

  • Household laundry detergent
  • Industrial laundry detergent
  • Commercial laundry detergent
  • Institutional laundry detergent

Laundry Detergent Market by Form: Market Size & Forecast 2023-2030

  • Concentrated laundry detergent
  • Non-concentrated laundry detergent
  • Pre-measured laundry detergent

Laundry Detergent Market by Distribution Channel: Market Size & Forecast 2023-2030

  • Supermarkets and hypermarkets
  • Convenience stores
  • Drugstores and pharmacies
  • Online retailers

Laundry Detergent by Geography: Market Size & Forecast 2023-2030

  • North America (USA, Canada, Mexico)
  • Europe (Germany, UK, France, Russia, Italy, Rest of Europe)
  • Asia-Pacific (China, Japan, South Korea, India, Southeast Asia, Rest of Asia-Pacific)
  • South America (Brazil, Argentina, Columbia, Rest of South America)
  • Middle East and Africa (Saudi Arabia, UAE, Egypt, Nigeria, South Africa, Rest of MEA)

Major Players:

  • Procter & Gamble Co.
  • Unilever
  • Henkel AG & Co. KGaA
  • The Clorox Company
  • Church & Dwight Co., Inc.
  • Reckitt Benckiser Group plc
  • Kao Corporation
  • Colgate-Palmolive Company
  • Lion Corporation
  • Amway Corporation
  • Seventh Generation, Inc.
  • The Sun Products Corporation
  • Method Products, PBC
  • Ecover
  • Nirma Limited
  • Liby Group
  • Nice Group
  • Blue Moon Group
  • RSPL Group
  • Rohit Surfactants Private Limited (RSPL)
  • Pigeon Corporation
  • Marico Limited
  • McBride plc
  • Guangzhou Liby Enterprise Group Co., Ltd.

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