Global Laundry Detergent Market - 2023-2030

Market Overview

The Global Laundry Detergent Market reached US$ 65.2 billion in 2022 and is expected to reach US$ 109.5 billion by 2030 and is growing at a CAGR of 6.7% during the forecast period 2023-2030.

Key factors driving the growth of the laundry detergent market include population growth, increasing urbanization, rising disposable incomes, changing lifestyles and the growing awareness of personal hygiene. Additionally, the demand for laundry detergents is influenced by factors such as the need for convenience, product effectiveness, environmental sustainability, and fragrance preferences.

Regional dynamics play a significant role in the laundry detergent market, with different regions exhibiting varying consumption patterns and preferences. Emerging economies, such as China, India, and Brazil, are experiencing rapid urbanization and an expanding middle class, leading to increased demand for laundry detergents.

China holds more than 50% in the Asia-Pacific whereas India is expected to show the fastest CAGR% in the forecast period. Meanwhile, mature markets like North America and Europe are characterized by high product penetration and consumer demand for premium and specialized laundry detergent products.

Market Dynamics

Growing Shift Towards Sustainable Detergent Products

Concern has been rising among consumers about health and sanitary living. The concern has been particularly prominent during the COVID-19 pandemic. It has led to increased spending on household cleaning goods, which has created immense opportunities for laundry sheet detergents to proliferate.

Every year, millions of plastic washing jugs are discarded in landfills across Europe and these numbers are expected to grow even higher in the coming years due to the increasing consumption of laundry detergents with the growing population.

The concerns about increasing rates of plastic waste are leading to a shift in consumer sentiment towards more sustainable and eco-friendly laundry products. For example, the packaging of laundry detergent sheets contains plastic-free compostable cardboard sleeves which have a dramatically smaller eco-footprint than liquid and powder detergents.

Companies are shifting towards adopting sustainable detergent products in various parts of the globe. For instance, on July 28, 2022, the most popular laundry brand from Unilever, Dirt Is Good (also known as Persil, Skip, and OMO), launched a newly created capsule to aid in decarbonizing the washing process and provide excellent cleaning results. The new capsules are wrapped in a cardboard container made without plastic, a move that will stop more than 6,000 tons of plastic from entering the trash stream each year-the weight of 500 double-decker buses.

Increasing Investments On Product Innovation And Differentiation

Investments in product innovation allow laundry detergent manufacturers to develop new formulations and technologies that meet evolving consumer needs. It includes addressing specific concerns such as stain removal, fabric care, fragrance preferences, and environmental sustainability. By introducing improved features and functionalities, manufacturers can attract and retain customers, driving market growth.

Companies across the globe are investing heavily in developing advanced detergent products. For instance, on November 11, 2020, the world's growing manufacturer of kitchen and laundry appliances, Whirlpool Corporation, introduced Swash, The Smart Way to Wash, a liquid laundry detergent. Whirlpool has been doing laundry since 1911, and the introduction of Swash signals the company's entry into the market for liquid detergent.

Price Fluctuations

Price fluctuations among consumers can hinder market growth. Laundry detergents are considered essential household items, and consumers often seek affordable options. Price competition can lead to reduced profit margins for manufacturers and limit their ability to invest in innovation and marketing. Lower-priced alternatives, including private label or generic brands, can also pose challenges to established brands.

Furthermore, private label or store brands often compete on price and offer lower-priced alternatives to established laundry detergent brands. Price fluctuations can intensify this competition, as private label brands can be more responsive to price changes compared to larger manufacturers. When prices of national or well-known brands increase, consumers may shift to private label products to save money, impacting market share and growth for established brands.

COVID-19 Impact Analysis

The COVID-19 pandemic brought about both challenges and opportunities for the laundry detergent market. Manufacturers adapted to shifting consumer preferences, supply chain disruptions, and the need for increased hygiene measures. Moving forward, the market is expected to continue evolving as consumer habits and expectations continue to shape the demand for laundry detergent products.

Some manufacturers faced cost pressures due to increased raw material prices and supply chain challenges. To manage these costs, some companies adjusted their pricing strategies or made packaging modifications to maintain profitability. It included introducing larger pack sizes, reducing promotional discounts, or using alternative packaging materials.

Segment Analysis

The global laundry detergent market is segmented based on type, season, application and region.

Rising Demand For More Energy-Efficient And Cleaning Solutions Requiring Minimal Use Of Water

Liquid detergents are expected to grow at the fastest CAGR in the forecast period. The household sector is one of the prime application segments for liquid detergents, mainly due to the improving penetration of washing machines in developing economies. Furthermore, the vendor invests a significant chunk of its revenue in bringing organic and eco-friendly laundry care products, creating immense opportunities for liquid detergents to proliferate in the household sector in the forecast period.

For instance, on April 21, 2022, the eco-friendly liquid laundry detergent from the all-free clear brand launched a new, 100% recycled plastic bottle. A new eco-friendly bottle made completely of recycled plastic houses a USDA Certified Biobased formula for all-free clear eco-ultra-concentrated liquid laundry detergent. In March 2022, an all-encompassing, ecologically friendly product was on sale online.

Geographical Analysis

Presence Of Key Players And Increasing Hygiene Awareness in North America

The North American laundry detergent market is one of the largest regional markets globally. It includes countries such as the U.S., Canada, and Mexico. The market has experienced steady growth over the years, driven by factors such as population growth, urbanization, and increasing hygiene awareness.

The North American laundry detergent market is highly competitive, with the presence of both multinational corporations and regional players. Major brands in the region include Procter & Gamble (Tide), Henkel (Persil), Church & Dwight (Arm & Hammer), and Colgate-Palmolive (Fab). These companies engage in extensive marketing and advertising campaigns to promote their products and capture consumer attention.

Competitive Landscape

The major global players include: Procter & Gamble, Unilever, Church & Dwight Co., Henkel AG & Co. KGaA, Method Products, Kao Corporation, Lion Corporation, Reckitt Benckiser Group PLC, S.C. Johnson & Son, Inc and The Clorox Company.

Meyer Corporation.

Why Purchase the Report?

• To visualize the global laundry detergent market segmentation based on type, season, application and region, as well as understand key commercial assets and players.
• Identify commercial opportunities by analyzing trends and co-development.
• Excel data sheet with numerous data points of laundry detergent market-level with all segments.
• PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
• Product mapping available as Excel consisting of key products of all the major players.

The global laundry detergent market report would provide approximately 61 tables, 64 figures and 211 Pages.

Target Audience 2023

• Manufacturers/ Buyers
• Industry Investors/Investment Bankers
• Research Professionals
• Emerging Companies