The global laundry detergents market value reached around USD 70.79 Billion in 2023, driven by the rising penetration of washing machines in the developing economies. Technological advancements in detergent formulations that enhance cleaning performance and stain removal capabilities is fuelling market growth. Innovations such as enzyme-based detergents are becoming popular for their effectiveness in removing tough stains even in cold water, also promoting energy savings. As a result, the industry is expected to grow at a CAGR of 4.10% during the forecast period of 2024-2032 to attain a value of USD 101.63 Billion by 2032. The trend towards eco-friendly detergents is also gaining traction.
Base Year
Historical Year
Forecast Year
Value in USD Billion
2024-2032
Laundry Detergents Market Outlook
*this image is indicative*
Laundry detergents are used to wash laundry and usually contain surfactants that have cleaning properties. They are widely available in powder and liquid forms, among others. They are also available as bars, pods, and tablets. People are adopting healthier habits as a result of growing concerns about cleanliness and hygiene. As a result, more household cleaning supplies, such as laundry detergents, are being used. The global market has suppliers who offer their goods online and through e-commerce platforms.
The growth of the laundry detergents market is driven by the rising demand for the product from North America. The increasing penetration of the product in emerging markets as well as the growing adoption of washing machines are also boosting the market growth. The increasing awareness of hygiene, rising urbanisation and increasing disposable incomes along with the rise in consumerism, are also some crucial factors driving the growth of the market.
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Shift towards eco-conscious laundry care, addition of scented compounds to laundry detergents, and launch of concentrated laundry detergents are the key trends propelling the market growth.
There is a significant shift towards eco-conscious laundry care, with consumers increasingly seeking products that are biodegradable and made from natural ingredients. Enzymatic detergents, which effectively break down stains while being environmentally friendly, are gaining popularity and boosting the laundry detergents market revenue. Unilever introduced biodegradable laundry sheets under its Dirt Is Good brand (known as Persil in the UK). These sheets are formulated with highly biodegradable ingredients and packaged in recyclable, paper-based boxes, making them compact and lightweight, approximately 80% lighter than traditional formats. This innovation aims to meet consumer demand for sustainable laundry solutions while delivering effective cleaning performance and appealing fragrances. Additionally, BASF launched a new polymer, BVERDE GP 790 L, which is 79% biobased and readily biodegradable. This ingredient is designed to enhance detergent formulations while maintaining performance standards. It reflects BASF's commitment to providing sustainable ingredients that meet the growing demand for eco-friendly products in the laundry care sector.
The addition of scented compounds to laundry detergents has become a key trend of laundry detergents market globally during the past several years. For instance, Unilever offers scented variants under its Dirt Is Good brand, which includes Persil and OMO. These products are designed to meet consumer preferences for short-cycle washes while delivering appealing fragrances, thereby enhancing the overall laundry experience. The introduction of these scented detergents aligns with the increasing consumer focus on fragrance as a key element in household cleaning products. Moreover, Henkel launched all® sensitive fresh™, a new addition to its laundry detergent lineup featuring a hypoallergenic "Spring Breeze" scent. This product is designed for consumers with sensitive skin, as it is 100% free of dyes and removes 99% of everyday allergens. The launch has been well-received, earning recognition as a 2024 Product of the Year USA winner, highlighting its appeal to consumers looking for both gentle and pleasantly scented laundry solutions.
The shift towards online sales channels has significantly impacted how laundry detergents are marketed and purchased. With the increasing trend of e-commerce, brands are leveraging digital platforms to reach consumers directly. This transition has been beneficial for both established brands and smaller niche players who focus on eco-friendly or specialty products. Brands like Grove Co. have successfully marketed their laundry sheets online, highlighting their plastic-free packaging and ease of use. Moreover, major retailers such as Amazon and Flipkart have expanded their offerings of laundry pods and liquid detergents, making it easier for consumers to compare products and read reviews before making a purchase. This accessibility not only enhances consumer choice but also drives competition among brands to improve product quality and customer service. As a result, online sales are expected to continue growing, reshaping the landscape of the laundry detergents market by making it more consumer centric.
The popularity of liquid and pod laundry detergents continues to surge, driven by their convenience and effectiveness. These products are designed for easy use, allowing consumers to simply toss a pod into the washing machine without the need for measuring. Tide Pods, for instance, are a leading example, known for their powerful cleaning capabilities across different water temperatures and fabric types. Other notable brands in this category include Arm & Hammer and All, which also offer pods that cater to specific needs like stain removal and odour control. The Arm & Hammer Order Blaster 5-In-1 Power Paks use an oxygen-based formula that is gentler on fabrics while being effective against tough stains. Additionally, newer entrants like Laundry Sauce have captured attention with their unique scents and eco-friendly packaging, also leading to market development.
Concentrated laundry detergents are gaining popularity due to their smaller packaging, reduced shipping costs, and efficient use, making them more environmentally and cost-effective. Wonder Wash, a product under the Dirt Is Good brand, is specifically formulated for short wash cycles. As per the laundry detergents industry analysis, this concentrated detergent is designed to perform effectively even in just 15 minutes, addressing the needs of consumers who prefer quick laundry solutions. The product leverages advanced technology and a blend of fast-acting ingredients that activate immediately, thus minimising water and energy usage while maximising cleaning power.
With the rise of smart home appliances, some detergents are being marketed as compatible with smart washing machines, optimising the cleaning process and enhancing user experience. Bosch has integrated its Home Connect feature into its washing machines, allowing users to control their laundry remotely via a smartphone app. Bosch's i-DOS system further automatically measures and dispenses the precise amount of detergent needed for each load.
The market is heavily influenced by stringent regulations concerning the ingredients used in formulations. Restrictions on certain chemicals, such as phosphates and surfactants, limit formulation options for manufacturers, potentially hindering product effectiveness and innovation. Compliance with regulations like the Detergents Regulation (EC) No 648/2004 necessitates extensive testing and documentation, which can be time-consuming and costly. These regulatory hurdles can divert resources from innovation efforts and constrain manufacturers' ability to introduce new products that align with changing consumer preferences, impacting laundry detergents demand forecast.
Fluctuations in raw material prices, particularly for key ingredients such as surfactants and enzymes, pose a significant challenge for the laundry detergent industry. The volatility in the oil market affects the cost of petroleum-based ingredients, leading to increased production expenses. The IEA has maintained its forecast for global demand growth at 0.9 mb/d for 2024, but mixed signals regarding supply and demand continue to create volatility.
Detergent brands are incorporating advanced technologies such as enzyme-based formulas and active cleaning agents that provide better stain removal and fabric care. For instance, Novozymes offers a range of robust and stable enzymes under the brand name Evity®. This technology allows detergent manufacturers to enhance cleaning performance while providing greater formulation flexibility. The enzymes are designed to work effectively in various washing conditions, improving stain removal capabilities without compromising the detergent's overall effectiveness, which can contribute to the laundry detergents market value.
There is a growing demand for premium laundry detergents, particularly those with added benefits like fragrance, fabric softening, or skin-friendly ingredients, driven by increasing disposable incomes. For example, Ecolab offers a Premium Liquid Laundry Softener that complements its detergent offerings. This product is designed to provide exceptional softness and a pleasant floral fragrance across various wash temperatures and water conditions.
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“Laundry Detergents Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
Market Breakup by Form
Market Breakup by Application
Market Breakup by Distribution Channel
Market Breakup by Region
Market Insights by Type Insights
Based on type, the laundry detergents market share is dominated by the enzymatic detergent. Enzymatic detergents are expected to witness faster growth in emerging economies in the forecast period as compared to developed countries. The increasing consumer preference for products that deliver superior stain removal capabilities is a significant driver of the demand for enzymatic detergent. Consumers are increasingly aware of the benefits of enzymatic formulations, which can clean effectively at lower temperatures, thus saving energy.
Market Insights by Form Insights
By form, the powder form of the product represents the largest segment. The market for powder detergents is being driven by the rising demand for the product from China, India, and Brazil. Tablets and pods are the significant emerging segments by form in the market. Pods, a comparatively recent innovation, is being driven by its rising popularity, especially, in the North America and Europe regions. The rising spending power of consumers is another factor driving the growth of detergent pods, especially, in the premium segment. The rising demand for pods is also a result of the convenience and ease of storage of the products.
The demand for liquid detergents is being driven by their favourable properties like being easily dissolvable in water, which can further fuel the laundry detergents demand growth. Liquid detergents are also more energy efficient as compared to powder detergents as they are effective even in cold water. Ultra-concentrated liquid detergents are witnessing growth due to the minimal use of water in their production process, making them environmentally friendly.
Market Insights by Application
Over the course of the forecast period, the household segment is anticipated to lead the market. The growth is anticipated to be fuelled by the increasing penetration of washing machines in developing nations. A lot of vendors in the laundry detergents market are aiming to increase their market share by setting up facilities in developing nations with significant revenue growth potential. During the forecast period, a consistent growth rate is anticipated in the industrial and institutional segments. In many different industries, including textiles, paper, rubber, engineering, dry cleaning, hospitals, railways, tourism, housekeeping, and others, industrial detergents are employed as cleaning agents.
Industrial laundry detergents are used by large-scale commercial laundries, textile manufacturers, and hospitality industries for washing high volumes of laundry. The market for industrial laundry detergents has been growing steadily, driven by increased demand from sectors such as healthcare, hospitality, and textile manufacturing. A 2023 report by the U.S. Environmental Protection Agency (EPA) highlighted that industrial laundry operations are increasingly adopting environmentally friendly detergent formulations. In particular, the use of biodegradable and phosphate-free detergents has increased by 18% in the past five years, as industries respond to stricter regulations on chemical waste and sustainability. Furthermore, the growing trend toward automation in commercial laundries has increased laundry detergents demand that work effectively in high-temperature and high-efficiency washing systems.
Institutional laundry detergents are used in sectors such as healthcare, education, and food services, where high hygiene standards are critical. According to the U.S. Department of Labor’s Bureau of Labor Statistics, the healthcare industry alone accounted for nearly 25% of institutional detergent consumption in 2023, driven by the need for sanitation in hospitals and clinics. The Centers for Disease Control and Prevention (CDC) and the Occupational Safety and Health Administration (OSHA) have placed an emphasis on cleaning protocols, which has led to a 14% increase in the use of specialised institutional detergents that meet these rigorous standards. In addition, the market is experiencing a shift towards eco-friendly products, with the EPA reporting that many institutional laundries in the U.S. have switched to green-certified detergents over the past three years.
Market Insights by Distribution Channel
Supermarkets and hypermarkets hold a significant share of the laundry detergents market. This dominance is due to their wide accessibility, extensive product variety, and consumer trust. These retail formats allow customers to compare different brands and types of detergents, often benefiting from promotional offers and discounts that enhance the shopping experience. While online sales are growing rapidly due to the convenience of home delivery and easy price comparisons, they still represent a smaller market share compared to traditional retail channels.
Convenience stores have become a significant retail channel for laundry detergents market due to their accessibility and the rise in impulse purchases. According to a 2023 report by the U.S. Department of Commerce, sales of laundry detergents in convenience stores grew by 8% year-on-year, driven by consumer preference for quick, on-the-go shopping options. The report noted that smaller, more compact detergent formats, such as single-dose pods and travel-size bottles, have gained popularity in this segment.
Online sales of laundry detergents have also seen a significant boost. This growth is driven by consumer preference for the convenience of online shopping, as well as the ability to access a wider range of brands and product formulations. Furthermore, government reports on consumer spending, such as those from the Federal Trade Commission (FTC), show that consumers are increasingly looking for products with eco-friendly ingredients and transparent labelling, contributing to the rise of online platforms that provide cruelty-free laundry detergent options.
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Europe Laundry Detergents Market Trends
Europe is witnessing a shift towards concentrated and eco-friendly laundry products. The demand for premium products with added benefits like fragrance and fabric care is on the rise, driven by higher disposable incomes and consumer awareness regarding sustainability. For instance, French textile fragrance brand Marine Coton expanded its product line to include a premium laundry fragrance that doubles as a home fragrance, increasing the laundry detergents industry revenue. This product, launched after their initial premium laundry detergent, emphasises the importance of scent in the laundry experience.
The growth of discount stores and online retail channels has further made laundry care products more accessible, catering to price-sensitive consumers while promoting premium offerings.
Asia Pacific Laundry Detergents Market Dynamics
Asia Pacific is the leading regional market, globally, driven by the increasing disposable incomes and rising urbanisation in the emerging economies of the region. China is a leading market within the Asia Pacific region. However, in the coming years, India is expected to see faster growth than China, which can boost laundry detergents market opportunities.
The regional market is witnessing a significant shift towards modern formulations that cater to evolving consumer preferences for effectiveness, sustainability, and convenience. For example, in Singapore, Watson’s Personal Care Stores introduced Orita, a laundry detergent that contains 97% biodegradable ingredients, including coconut oil. This formulation reflects the increasing consumer preference for products that are both effective and environmentally friendly, emphasizing the shift towards natural ingredients in laundry care.
North America Laundry Detergents Market Growth
The rising household expenditure on cleaning products and an increasing population are fuelling the demand of laundry detergents market. Consumers in the region are increasingly opting for liquid detergents due to their solubility in cold water, which saves energy and reduces waste. Kao Corporation offers an Attack Zero liquid detergent in the US market, which leverages advanced cleaning technology to deliver superior stain removal even in cold water settings. This product is marketed as being environmentally friendly, appealing to consumers who are increasingly aware of the ecological impact of their cleaning products.
Latin America Laundry Detergents Market Outlook
Latin America is also a significant market for laundry detergents, which is expected to witness healthy growth in the coming years aided by the rising demand for organic detergents in the region. The demand for organic and eco-friendly laundry detergents is being fuelled by changing consumer preferences, particularly among younger demographics who prioritise sustainability in their purchasing decisions, influencing laundry detergents market dynamics and trends. This trend is prompting established brands and new entrants alike to innovate and develop products that meet these expectations.
Middle East and Africa Laundry Detergents Market Drivers
The Middle East and Africa are anticipated to experience considerable growth driven by the hospitality sector's demand for laundry services. Increased tourism activities in countries like the UAE and Saudi Arabia are boosting the growth of the laundry detergents industry. Linencraft, a leading provider of laundry services in the UAE, has reported a significant increase in demand for outsourced laundry solutions from hotels and airlines. With many new hotels opening in the region, Linencraft emphasises that outsourcing laundry services is becoming increasingly popular due to cost management benefits. This trend reflects a broader reliance on professional laundry services within the hospitality sector.
Startups in the laundry detergent market are increasingly focusing on sustainability and innovation to meet evolving consumer demands. Many of these companies are developing eco-friendly products that utilise natural ingredients and reduce environmental impact. For example, Souji, a Spanish startup, transforms recycled vegetable oil into cleaning products, promoting a circular economy approach.
Ops Clean
This French startup has gained recognition for its innovative eco-friendly laundry detergent sachet. Ops Clean was awarded the 2023 European Startup of the Year by Amazon Launchpad for its product that effectively cleans all types of laundry while using an average of 12 times less CO2 emissions compared to conventional detergents. The sachets are designed to be delivered in recyclable and compostable packaging, promoting sustainability in the laundry process, and reducing water usage by around 30% per wash.
Dreambly
This startup has developed a sustainable laundry solution utilising patented, FDA-approved natural nanotechnology. Their product consists of biodegradable laundry sheets that serve as a 6-in-1 solution, replacing traditional detergents, whiteners, brighteners, softeners, stain removers, and dryer sheets. The sheets are made from 100% organic and biodegradable ingredients, emphasising environmental responsibility while providing effective cleaning performance.
The report gives a detailed analysis of the following key players in the global laundry detergents market, covering their competitive landscape, capacity, and latest developments like mergers, acquisitions, and investments, expansions of capacity, and plant turnarounds. Manufacturers are leveraging technological advancements to enhance product performance and user experience. This includes smart packaging solutions that provide consumers with better usage insights and subscription models that cater to the convenience-oriented lifestyle of modern households.
Henkel AG & Co. KGaA, commonly known as Henkel, is a German multinational company headquartered in Düsseldorf, Germany. The company is known for its strong portfolio of brands, including Loctite, Persil, Fa, and Dial as well as its global reach and commitment to sustainability.
The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation based in Ohio, USA....
S. C. Johnson & Son, Inc., commonly referred to as SC Johnson, is a family-owned American company. It is a lea...
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other major players in the laundry detergents market are RSPL Group Pvt Ltd, Church & Dwight Co., Inc., The Clorox Company, Unilever Plc, Reckitt Benckiser Group PLC, Kao Corporation, Jyothy Laboratories Ltd, Venus Laboratories Inc., and Fábrica de Jabón La Corona S.A. de C.V., among others.
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Laundry Detergents Market Size
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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In 2023, the market reached an approximate value of USD 70.79 Billion.
The laundry detergents market is assessed to grow at a CAGR of 4.10% between 2024 and 2032.
The market is estimated to witness healthy growth in the forecast period of 2024-2032 to reach a value of around USD 101.63 Billion by 2032.
The major drivers of the laundry detergents market expected to aid the market growth are rising disposable incomes, increasing population, growing hygiene consciousness, and rising urbanisation.
The rising adoption of laundry detergent tablets and pods is expected to be a key trend supporting market growth in the coming years.
The major regions in the market are North America, Latin America, the Middle East and Africa, Europe, and the Asia Pacific.
Powder form of laundry detergent represents the largest form segment in the market, accounting for over 40% of the global market share.
The household segment leads the market, accounting for nearly 85% of the laundry detergent usages globally.
The various distribution channels for laundry detergents are hypermarkets and supermarkets, convenience stores, and online, among others.
The major players in the market are Henkel AG & Company, KGaA, The Procter & Gamble Company, S. C. Johnson & Son, Inc., RSPL Group Pvt Ltd, Church & Dwight Co., Inc, The Clorox Company, Unilever Plc, Reckitt Benckiser Group PLC, Kao Corporation, Jyothy Laboratories Ltd, Venus Laboratories Inc., and Fábrica de Jabón La Corona S.A. de C.V., among others.
The primary types of laundry detergents are enzymatic and non-enzymatic.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
|
| Breakup by Type |
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| Breakup by Form |
|
| Breakup by Application |
|
| Breakup by Distribution Channel |
|
| Breakup by Region |
|
| Market Dynamics |
|
| Trade Data Analysis |
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| Competitive Landscape |
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| Companies Covered |
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United States (Head Office)
30 North Gould Street, Sheridan, WY 82801
+1-415-325-5166
Australia
63 Fiona Drive, Tamworth, NSW
+61-448-061-727
India
C130 Sector 2 Noida, Uttar Pradesh 201301
+91-858-608-1494
Philippines
40th Floor, PBCom Tower, 6795 Ayala Avenue Cor V.A Rufino St. Makati City, 1226.
+63-287-899-028, +63-967-048-3306
United Kingdom
6 Gardner Place, Becketts Close, Feltham TW14 0BX, Greater London
+44-753-713-2163
Vietnam
193/26/4 St.no.6, Ward Binh Hung Hoa, Binh Tan District, Ho Chi Minh City
+84-865-399-124
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