United States Laundry Detergent Market Report and Forecast 2024-2032

United States Laundry Detergent Market Outlook

The United States laundry detergent market size reached about USD 11.81 billion in 2023. The market is estimated to expand at a CAGR of 3.2% in the forecast period of 2024-2032 to reach a value of USD 15.77 billion in 2032.

Key Takeaways

• Laundry detergents with built-in odour eliminators find application in the healthcare and sports segments to eliminate unwanted scents, sweat, body oils, and bacteria trapped in the fabric.

• The use of ultra-concentrated liquid detergents has increased as a small dosage is sufficient for a bulk load.

• Brands such as Seventh Generation, Mrs Meyers and Method are the primary contributors to the sales of green detergents in the United States.

Changing lifestyles have made consumers more conscious about their personal wellbeing and hygiene. Buyers are opting for laundry detergents that eliminate odour, chlorine, sweat, and dirt while maintaining the life of clothes. Companies are manufacturing products that completely rinse out of the clothing fibres and help prolong the life and stretch of activewear and swimwear.  The use of laundry detergent for cleaning daily wear in households is the major contributor to its sales.

The United States of America is home to several laundry detergent manufacturers such as Procter & Gamble, Henkel, Church & Dwight, and other private labels. These producers have gained consumer trust by producing dermatologically tested, organic, biodegradable, and hypoallergenic as well as bleach, phosphate, dye and colouring-free laundry detergents. Further, consumers are more accustomed to liquid and unit dose pods, which has resulted in reduced use of powdered laundry detergents.

Further, the rising disposable incomes among the population are contributing to the increased purchase of higher quality detergents, thereby contributing to the United States laundry detergent market expansion.

Figure: US Disposable Personal Income Per Capita

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Key Trends and Developments

Increasing use of online channels for purchase; rising demand for green laundry detergents; packaging innovations; and rising inclination towards liquid laundry detergents are the key trends impacting the United States laundry detergent market growth.

Mar 8, 2024

Tide, the laundry detergent brand of P&G launched Tide Evo, a revolutionary laundry ‘’tile’’ that is lighter, faster, and easy to use.

Apr 12, 2022

S.C. Johnson & Son Inc. announced the introduction of DISSOLVE™ Concentrated Pods in its Windex®, Scrubbing Bubbles®, and fantastik® brands in the United States.

Jul 28, 2022

Unilever announced the launch of a sustainable laundry capsule that is designed for top performance in cold (20°c and below) and short cycles.

Growing trend of online shopping

The rising trend of online shopping has stimulated the purchase of consumer products from e-commerce websites. Further, marketing strategies like free wash or discounts on laundry services to new customers via digital marketing platforms are creating lucrative opportunities for companies to reach multiple households.

Increasing demand for green detergents

Demand for eco-friendly cleaning products is increasing, encouraging manufacturers to develop green laundry detergents that are biodegradable, safe to use, effective and affordable.

Rising demand for liquid laundry detergents

There is a growing demand for liquid detergents in the United States owing to their benefits such as improved stain removal, ease in pre-treatment, and dissolvability in cold water.

Innovation in packaging

Reduced use of plastics and incorporation of recyclable packaging to cover maximum possibilities of sustainability has been trending.

United States Laundry Detergent Market Trends

To generate more sales, several of the leading firms are producing sustainable and plant-based laundry care solutions aimed at meeting the needs of environment-conscious consumers.

Manufacturers are developing sustainable and hypoallergenic laundry detergents that can be used in different machines and are ideal for infants and people with sensitive skin. Regional companies are also providing laundry detergent refill services to reduce the plastic waste generated by consumers.

Laundry detergents, and other fabric care solutions have benefited from increased awareness regarding cleanliness. In 2020 and 2021, laundry detergent sales in the United States increased year-on-year 5.7% and 12.2%, respectively. This increase can be attributed to the growing concern for health and cleaned laundry among the people of the U.S.

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Market Segmentation

“United States Laundry Detergent Industry Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

• Regular Detergent

• Green Detergent 

Market Breakup by Nature

• Non-Enzymatic

• Enzymatic

Market Breakup by Form

• Liquid

• Pods 
  • Non-Biological Pods
  • Biological Pods 
• Powder

• Sheet

• Others

Market Breakup by Application

• Household

• Industrial and Institutional

Market Breakup by Region

• Southeast

• Far West

• Mideast

• Great Lakes

• Southwest

• Plains

• New England

• Rocky Mountain

Liquid laundry detergents to present healthy growth opportunities for market players in the United States

The United States laundry detergent market share is dominated by liquid laundry detergents, among other forms, owing to their efficiency in cold water and the ability to dissolve without leaving any residue, unlike powdered laundry detergents. The use of ultra-concentrated liquid detergents has increased as a small dosage is sufficient for a bulk load.

Meanwhile, pods, packed inside a dissolvable film, are easy to handle and don’t cause spills. They are widely used for cleaning clothes as they mostly contain liquid, sometimes powder, which is easier to dissolve and have more concentrated cleaning ingredients.

Another major advantage of pods is that they are pre-measured, making it more convenient to drop the appropriate amount required per load.

Competitive Landscape

The market players are focusing on launching improved laundry detergent solutions while utilising sustainable materials and packaging solutions to boost sales.

USA Detergent Manufacturing Inc

Headquartered in the United States, the company is engaged in manufacturing and wholesale distribution of laundry detergents across wholesalers, retail stores, and different B2B clients.

Seventh Generation Inc.

Established in 1988, Seventh Generation Inc. is primarily engaged in manufacturing various products such as household cleaners, baby diapers and wipes, baby personal care, and recycled paper products, among others.

The Clorox Company

Founded in 1913, The Clorox Company is a leading multinational manufacturer and marketer of consumer and professional products, offering its product line for health, wellness, household, and lifestyle segments.

S.C. Johnson & Son Inc.

It is a leading provider of household cleaning solutions and professional items. Besides, it also offers products for air care, home storage, and shoe care.

Other notable players operating in the United States laundry detergent market are The Procter & Gamble Company, Church & Dwight Co., Inc, Earth Breeze, Inc., Kind Laundry, Tru Earth Environmental Products Inc., Earth Friendly Products (Venus Laboratories, Inc.), and Sheets Laundry Club, Inc., among others.

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United States Laundry Detergent Market Analysis by Region

The companies in the United States are focusing on reducing their overall carbon footprint and producing sustainable laundry detergent products. Manufacturers in the Rocky mountain region are producing zero-waste packaging laundry detergent sheets which are eco-friendly and act as a waste free alternative to conventional laundry pods and detergents. These sheets are liquid and plastic free, making it more economical and safer for the environment. Additionally, these detergent sheets are lightweight and compact-sized which make them ideal for storing and traveling.

Phosphate-free detergents are ideal for sectors where phosphates are not permitted such as in municipal wastewater treatment facilities. These detergents are safe for all kinds of cleaning and have the cleaning efficiency of highly concentrated degreasers.

Key Highlights of the Report

United States Laundry Detergent Market Report Snapshots

United States Laundry Detergent Market Size

United States Laundry Detergent Market Trends

United States Laundry Detergent Market Regional Analysis

United States Laundry Detergent Companies