Global Liquid Detergent Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2024-2032)

Liquid Detergent Market Insights

• In 2023, a report by UKFT and Oxford Economics highlighted the substantial £62bn economic impact of the UK fashion and textile industry.
• According to the Textile Exchange, global fibre production grew from 109 million tonnes in 2020 to 116 million tonnes in 2022, which will notably enhance the liquid detergent market reported by the Textile Exchange, global cotton fibre production grew from 23,989 thousand tonnes in 2020 to 25,176 thousand tonnes in 2022.

Liquid Detergent Market Overview

Liquid detergent's popularity is growing because of its user-friendly nature, effective stain removal, and versatility. It easily dissolves in water, penetrates fabrics more effectively than powders, and can be used across various washing methods, appealing to a wide range of consumer preferences, and contributing to liquid detergent market growth. In 2021, global purchases of fashion apparel reached $1.5 trillion. With rising disposable incomes and improved living standards, spending on luxury brands is anticipated to increase, boosting demand for liquid detergents that effectively remove stains while maintaining the colour of high-end fabrics.

The liquid detergent demand is increasing due to the rising popularity of convenience products, heightened awareness of laundry care, and a trend toward eco-friendly cleaning solutions. Manufacturers are developing specialized formulations, including those for sensitive skin or with added fabric softeners, to cater to various consumer needs. The global laundry and dry-cleaning industry are projected to exceed USD 125 billion by 2025, driven by consumer demand for time-saving solutions for household chores. This growth is expected to boost the need for liquid detergents, which are essential for achieving effective cleaning results. Additionally, eco-friendly liquid detergents that have minimal environmental impact are likely to appeal to environmentally conscious consumers, further driving product sales.

Liquid Detergent Market Growth

Liquid detergents provide flexibility for both hand and machine washing, addressing a wide range of consumer preferences. Manufacturers are developing specialized formulas for sensitive skin and eco-friendly alternatives. Additionally, increasing disposable incomes are leading to greater spending on premium liquid detergents that offer superior performance and features, thereby positively influencing the liquid detergent market revenue. Clothing retailers reported an average weekly spending of £4.70, totaling £133 million. By 2023, average supermarket expenditures rose to £1.80 per week, increasing total weekly spending to £53 million, according to industry reports. This growth in clothing sales, driven by higher disposable incomes and consumer interest in fashion, heightens the demand for effective laundry solutions. More clothing purchases lead to more frequent washing, further increasing liquid detergent use.

Consumers are becoming more knowledgeable about laundry care, emphasizing the importance of using products that clean effectively while also protecting their garments. This growing awareness, along with an increasing demand for eco-friendly options, has led to the launch of sustainable liquid detergents. Consequently, the global liquid detergent market is projected to experience significant revenue growth in the forecast period. In July 2022, a new laundry capsule was introduced, engineered for optimal performance in cold water and short wash cycles, allowing consumers to save up to 60% on energy and decrease GHG emissions by 16%. Packaged in plastic-free cardboard, it aims to prevent over 6,000 tonnes of plastic waste each year.

Industry News

September 2023

Tide launched its new Power Pods, designed for superior stain removal, and enhanced freshness. These innovative laundry capsules dissolve quickly in cold water, providing an energy-efficient cleaning solution. The packaging is fully recyclable, aligning with Tide’s commitment to sustainability.

August 2023

Persil unveiled its new Bio Liquid detergent, formulated with plant-based ingredients for effective stain removal while being gentle on fabrics. The product aims to reduce environmental impact, with a recyclable bottle and a commitment to lower carbon emissions during production.

Liquid Detergent Market Trends

Sustainability Focus

Sustainability is significantly influencing the market as consumers increasingly seek eco-friendly options. This demand for the liquid detergent market has led brands to create biodegradable formulas and use packaging from recycled materials. Many companies are moving toward plastic-free alternatives like cardboard and refillable containers to lessen their environmental impact. There’s also a growing emphasis on plant-based ingredients and concentrated formulations that minimise water and energy use during production. This commitment to sustainability not only satisfies consumer preferences but also aligns with broader environmental objectives, prompting brands to implement greener practices across their supply chains. In March 2024, ECOS launched its Ultra-Concentrated Laundry Detergent at the Natural Products Expo West, featuring a recyclable aluminium bottle that provides nearly 80 washes from a 16-ounce container. Available in Free & Clear and Lavender scents, this detergent is certified Safer Choice and dermatologist-tested hypoallergenic.

Customisation and Personalisation

Customisation is increasingly emerging as a key trend in the liquid detergent market, with brands providing tailored solutions to address specific consumer requirements. Companies are creating specialised formulas for sensitive skin, allergen-free alternatives, and even customisable scents. This trend empowers consumers to select products that fit their preferences and lifestyles, thereby driving growth in the liquid detergent industry. Additionally, subscription services are becoming more popular, allowing customers to receive their preferred detergents regularly, enhancing convenience. By prioritizing personalization, brands can forge stronger connections with consumers, fostering loyalty and expanding their market share in a competitive environment. In 2023, Tide introduced "MyLaundry," a personalised liquid detergent service that enables consumers to create custom formulations based on their laundry needs, including choices for stain removal, fragrance, and eco-friendly ingredients.

Opportunities in the Liquid Detergent Market

Technology Integration

The incorporation of technology into the liquid detergent market is revolutionizing consumer engagement with laundry products. The liquid detergent market dynamics and trends are being influenced by the emergence of smart appliances that interact with detergent formulations, allowing for accurate measurements and optimized washing cycles. Brands are also leveraging mobile apps to offer laundry tips, product suggestions, and usage tracking. Additionally, innovations like laundry capsules and pods have made dosing simpler, increasing washing efficiency. As technology progresses, it is expected to further improve user experience and simplify laundry routines. In 2023, brands such as Tide and Persil launched smart detergent pods featuring QR codes that connect to mobile apps for personalised washing guidance, stain removal advice, and laundry reminders.

Market Restraints

The liquid detergent market faces several key restraints. Price sensitivity among consumers limits the demand for premium products, as many prefer budget-friendly options amid economic fluctuations. Additionally, competition from alternatives like powder detergents and natural cleaning solutions further challenges the market growth.

Regulatory hurdles regarding safety and environmental impact can burden manufacturers, especially smaller ones. Lastly, environmental concerns about the use of harsh chemicals in traditional detergents pressure brands to reformulate their products, necessitating significant investments in eco-friendly innovations without sacrificing effectiveness. These factors collectively hinder the growth of the liquid detergent industry and its ability to innovate.

Liquid Detergent Industry Segmentation

The EMR’s report titled “Liquid Detergent Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:

Market Breakup by Application

• Laundry Liquid Detergent
• Dishwashing Liquid Detergent

Market Breakup by End Use

• Residential
• Commercial

Market Breakup by Distribution Channel

• Supermarkets/ Hypermarkets
• Convenience Stores
• Online
• Others

Market Breakup by Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East and Africa

Liquid Detergent Market Share

By Application Analysis

Liquid laundry detergents offer several advantages, including effective cleaning as they penetrate fabrics and target stains, even in cold water. Their convenience is highlighted by easy measurement and pouring, making laundry hassle-free. Versatile for both hand and machine washing, these detergents often come in specialized formulations for sensitive skin, allergens, and eco-friendly needs, with many utilizing sustainable packaging and biodegradable ingredients. In September 2024, Henkel launched a new premium colour and care detergent in the UK and Ireland, debuting in Tesco at £7 for 30 washes. The formula revitalized clothes in ten washes, restoring colours and smoothing fibres. Focused on sustainability, it contained over 95% biodegradable ingredients and was produced with zero waste using 100% renewable energy, with bottles made from 50% recycled plastic.

Dishwashing liquid detergents excel in grease removal, effectively cutting through tough residues to ensure hygienic cleaning. They often feature concentrated formulas that require less product for thorough cleaning, while being gentle on hands to minimise irritation. Versatile in use, they clean various kitchen items and surfaces, with many brands offering biodegradable, eco-friendly options to reduce environmental impact driving the demand of the liquid detergent market. In December 2022, Unilever launched an environmentally friendly hand dishwashing product made from naturally derived ingredients. The new formulation is three times more renewable, 99% biodegradable, and contains 100% plant-based ingredients, with packaging made from recycled plastic, reducing its carbon footprint.

By Distribution Channels Insights

Convenience stores significantly enhance the liquid detergent market by providing quick access to essential cleaning products. Their strategic locations and extended hours cater to busy lifestyles, allowing for immediate purchases. These stores offer a curated selection of popular brands and often feature promotional deals, driving sales and fostering brand loyalty, thus boosting the liquid detergent industry growth.

Online sales have transformed the liquid detergent market by offering unmatched convenience and product variety. Consumers can compare options, read reviews, and access eco-friendly choices not found in stores. Subscription services and frequent promotions make premium brands more accessible, enhancing customer satisfaction and expanding liquid detergent demand growth.

Liquid Detergent Market Regional Insights

Europe Liquid Detergent Market Analysis

Europe is experiencing a significant rise in liquid detergent demand, especially in Germany, Italy, and France. Unilever's Wonder Wash, a new laundry detergent, debuted in Europe in April 2024. It is formulated for use in shorter, energy-efficient cycles to minimise environmental impact.

North America Liquid Detergent Market Trends

The North American liquid detergent market is set to experience substantial growth, propelled by major brands such as Tide, Persil, and Gain. In March 2023, Ecopol, a developer and manufacturer of water-soluble and biodegradable films for household detergents, entered a strategic investment partnership with SK Capital Partners. This collaboration aims to facilitate Ecopol's scaling efforts, enable entry into new markets, and expand its production presence in the United States.

Asia Pacific Liquid Detergent Market Insights

In India, brands such as Surf Excel, Tide and Henko highlight the expanding liquid detergent market share in the Asia-Pacific region. In December 2023, Godrej Consumer Products (GCPL) introduced Godrej Fab, a liquid detergent aimed at redefining the laundry experience. Exclusively launched in Southern India, it was priced attractively at Rs 99 for a one-litre bottle, providing a high-quality product at nearly half the cost of other liquid detergents on the market.

Latin America Liquid Detergent Market Analysis

Key markets in the region include Brazil, Mexico, and Argentina, where there is significant demand for liquid detergent market. Unilever adopted new technology to introduce the first-ever paper-based laundry detergent bottle. A prototype was created for its prominent laundry brand OMO (also known as Persil, Skip, and Breeze) and made its debut in Brazil in early 2022, with intentions to expand to Europe and other regions soon after. Furthermore, Unilever tested the same technology to develop paper-based bottles for hair care products.

Middle East and Africa Liquid Detergent Driving Factors

The African liquid detergent market is experiencing growth, particularly in Egypt, Ethiopia, and Morocco. In August 2024, KT Wash, a detergent manufacturing company based in Nigel, east of Johannesburg, launched and began operations at its liquid detergent plant, marking it as the first manufacturer of Ariel liquids in South Africa.

Innovative Startups in the Liquid Detergent Market

Innovative startups in the liquid detergent market provide eco-friendly, biodegradable products with unique, plant-based ingredients. They emphasise sustainable packaging, offer customised solutions, and leverage advanced technology for efficiency. Utilising direct-to-consumer models and creative marketing, these agile companies adapt quickly to consumer preferences while supporting local communities.

Competitive Landscape

Key market players specialise in health, beauty, and home care products, offering a diverse range including vitamins and household cleaners. They empower individuals as independent distributors, fostering entrepreneurship and personal growth. Committed to sustainability and community impact, these companies emphasise quality and innovation, continually aiming to enhance customer lives while supporting local and global initiatives.

Key Industry Players

The Procter & Gamble Company: Founded in 1837 and headquartered in Cincinnati, Ohio, The Procter & Gamble Company is a global leader in consumer goods. Renowned for its innovative offerings in personal care, hygiene, and household products, P&G includes popular brands like Tide and Pampers, with a strong commitment to sustainability and enhancing consumer lives.

Unilever PLC: Established in 1929 and based in London, England, Unilever PLC is a major player in the consumer goods sector. The company produces a diverse array of food, beverages, and personal care items, featuring well-known brands such as Dove and Knorr. Unilever prioritizes sustainability and aims to improve consumers' quality of life globally.

Church & Dwight Co., Inc.: Founded in 1846 and located in Ewing, New Jersey, Church & Dwight Co., Inc. is a key manufacturer of household products, especially recognized for its Arm & Hammer brand. The company focuses on cleaning, personal care, and speciality items, emphasising innovation and environmentally friendly practices to maintain competitiveness.

Henkel AG & Co. KGaA: Established in 1876 and headquartered in Düsseldorf, Germany, Henkel AG & Co. KGaA is a prominent global company in consumer and industrial goods. Known for its products in adhesives, beauty care, and home care, Henkel is committed to sustainability, combining innovation with quality to serve diverse markets worldwide.

Other key players in the global liquid detergent market report include Reckitt Benckiser Group PLC, S.C. Johnson & Son Inc., The Clorox Company, Kao Corporation, Amway Corporation, and Seventh Generation Inc. among others.

Recent Developments

October 2023

Seventh Generation introduced its Free & Clear liquid detergent, specifically designed for sensitive skin. This hypoallergenic formula contains no dyes or fragrances, appealing to eco-conscious consumers. The packaging is made from recycled materials, supporting the brand’s sustainability goals.

November 2023

Arm & Hammer launched a new Sensitive Skin liquid detergent that is both effective and gentle. Enriched with baking soda, it targets tough stains while being free of dyes and fragrances. The formula is designed to minimize allergens and irritants for sensitive skin.