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The laundry care market size is forecast to increase by USD 21.6 billion at a CAGR of 3.79% between 2023 and 2028. The market is experiencing significant growth, driven by key factors such as product innovation and portfolio extension. Companies in the industry are focusing on introducing new and advanced products to cater to evolving consumer preferences. Another trend influencing the market is the emergence of eco-friendly and sustainable laundry care products. Consumers are increasingly conscious of the environmental impact of their purchases and are opting for products that are gentle on the environment. Additionally, manufacturers are striving to balance production costs, prices, and product quality to meet consumer demands and stay competitive in the market. These trends are shaping the future of the laundry care industry and are expected to drive market growth in the coming years.
The global market is experiencing significant growth due to the increasing demand for home cleaning products, particularly laundry detergents. Factors such as rapid urbanization and infrastructural developments have led to a rise in the number of households, driving the market growth. Consumers are increasingly seeking eco-friendly goods, leading to an increase in demand for organic laundry detergents. Fragrance continues to be a key driver in the market, with consumers preferring fresh and appealing scents. The introduction of fabric softeners in liquid detergent and capsule forms has made fabric care more convenient. E-commerce retail have made it easier for consumers to purchase laundry care products from the comfort of their homes. Consumer concerns over healthier lives have led to an increased focus on eliminating germs and dust from laundry, further fueling market growth.
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion" for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
The offline segment is estimated to witness significant growth during the forecast period. The Home cleaning products market, encompassing laundry detergents, fabric softeners, disinfectants, and sanitizers, continues to witness significant growth due to the increasing demand for personal hygiene and fabric care solutions. Offline channels, including supermarkets, hypermarkets, convenience stores, and warehouse clubs, accounted for a major market share and are expected to remain dominant during the forecast period. Consumers prioritize quick results, especially for premium clothes and items with stubborn stains, driving the demand for liquid detergents, capsules, and e-commerce platforms. Emerging consumer concerns regarding healthier lives and the environment are propelling the demand for eco-friendly laundry care products.
Moreover, these goods include fragrance-free, plant-based ingredients, and sustainable alternatives. Artificial colorants and harsh chemicals are being replaced with organic sources, catering to the growing preference for natural and gentle solutions. Rapid urbanization and a young population further fuel the demand for these products. Online platforms, such as e-commerce websites and specialty stores, offer a wide range of options, including specialty brands and niche products, making it easier for consumers to access these goods. The laundry detergents segment, which includes both powdered and liquid formulas, dominates the market. The liquid detergent segment is expected to grow at a faster pace due to its convenience and ability to dissolve easily in hard water. Fabric care, including fabric softeners and bleaches, is also a significant contributor to the market, addressing the concerns of consumers regarding germs, dust, filth, and dirt. The market is expected to experience steady growth, driven by the increasing awareness of healthier living and the availability of a wide range of products catering to diverse consumer preferences.
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The offline segment accounted for USD 54.00 billion in 2018 and showed a gradual increase during the forecast period.
APAC is estimated to contribute 46% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
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The market is witnessing significant growth due to the increasing demand for home cleaning products, particularly laundry detergents. Consumers are increasingly seeking fragrance options to enhance their laundry experience. Moreover, the trend towards eco-friendly goods and personal hygiene has led to the popularity of fabric softeners made from sustainable alternatives and plant-based ingredients. The liquid detergent segment, including capsules, dominates the market, driven by their quick results and convenience. Rapid urbanization and a young population's preference for premium clothes have fueled the market's growth. Consumers are increasingly concerned about germs, dust, filth, stains, and dirt, leading to the demand for disinfectants and sanitizers.
Furthermore, online platforms have emerged as popular channels for purchasing FMCG items, including laundry care products. However, consumer concerns about artificial colorants and organic source type have led to the growing popularity of liquid form segment in fabric care. The washing machine market's growth is also driving the demand for laundry care products.
Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Product innovation and portfolio extension is the key driver of the market. In the expanding Fast-Moving Consumer Goods (FMCG) sector, the demand for home cleaning products, specifically laundry detergents, continues to rise due to rapid urbanization and the young population's preference for premium clothes and personal hygiene. Consumers are increasingly concerned about healthier lives and the impact of cleaning products on the environment. As a result, eco-friendly laundry care goods, such as liquid detergent and capsules made from plant-based ingredients and free from artificial colorants, are gaining popularity. companies are capitalizing on this trend by introducing sustainable alternatives to traditional laundry care products. Furthermore, the convenience of online platforms and e-commerce has made it easier for consumers to purchase these innovative laundry care solutions.
Furthermore, in response, companies are focusing on product differentiation through unique technology, packaging, quality, and pricing. This includes the development of fragrance variants, disinfectants, sanitizers, and fabric care solutions that deliver quick results and effectively combat germs, dust, filth, stains, and dirt. Overall, the market is witnessing significant growth, driven by consumer preferences for high-quality, innovative products that cater to their evolving needs.
Emergence of eco-friendly and sustainable products in laundry care is the upcoming trend in the market. The home cleaning products market, specifically the laundry detergent segment, is witnessing a shift towards eco-friendly and sustainable alternatives due to growing consumer concerns over health and environmental issues. Traditional laundry detergents, which contain artificial colorants, fragrances, and disinfectants, have been linked to skin irritation and water pollution. In response, companies are turning to plant-based ingredients, liquid form segments, and capsules to offer more sustainable and healthier options. The young population, particularly in rapidly urbanizing areas, is driving demand for quick results and premium fabric care products. E-commerce platforms and specialty stores are making it easier for consumers to access these eco-friendly goods, including fragrance-free, organic, and sustainable laundry detergents and fabric softeners.
Furthermore, consumers are seeking laundry care products that effectively remove germs, dust, filth, and stains while maintaining the softness and quality of their clothes, all while minimizing their environmental footprint.
Balancing production cost, price, and quality of products is a key challenge affecting the market growth. The market is experiencing significant growth, driven by the increasing demand for home cleaning products, particularly laundry detergents. Consumers are seeking out fragranced and eco-friendly goods, leading manufacturers to introduce sustainable alternatives using plant-based ingredients. FMCG companies are responding to consumer concerns over healthier lives by producing liquid detergent in both capsule and liquid form segments. Rapid urbanization and a young population are fueling the demand for quick results in fabric care. Manufacturers face challenges in optimizing production costs while adhering to labeling, packaging, and quality standards. Procurement costs, including raw material, logistics, and labor expenses, are on the rise.
Moreover, to address these challenges, some global players, such as Unilever and Procter & Gamble, are localizing their manufacturing processes to produce large volumes of laundry care products using low-margin commodity surfactants. E-commerce platforms and online sales channels have disrupted traditional sales methods, and manufacturers must adapt to this trend. Consumers are increasingly purchasing laundry care products through e-commerce, demanding quick delivery and competitive pricing. In addition, consumers are becoming more conscious of germs, dust, filth, and stains, leading to an increased demand for disinfectants, sanitizers, and fabric softeners. Manufacturers must consider the use of artificial colorants and organic source type in their products to cater to consumer preferences.
Furthermore, the liquid form segment continues to dominate the market, but capsules are gaining popularity due to their convenience and eco-friendly benefits. As consumers become more environmentally conscious, manufacturers must adapt to meet their demands for sustainable and eco-friendly laundry care products. The washing machine market is a significant driver of the market, as consumers seek to maintain their premium clothes and ensure effective fabric care. The use of advanced technology in washing machines, such as sensors and energy efficiency, is driving innovation in the market. Overall, manufacturers must stay attuned to consumer trends and preferences while managing production costs and adhering to quality and labeling standards to remain competitive in the market.
The market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Unilever PLC: The company offers hair care, skin cleansing, deodorants, skincare, and skin care products along with other beauty and personal care products.
The market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market is experiencing significant growth due to the increasing demand for home cleaning products, particularly laundry detergents. Consumers are seeking out fragrance-rich options to enhance their laundry experience, while also showing a growing preference for eco-friendly goods. Fabric softeners and sustainable alternatives made from plant-based ingredients are gaining popularity in the market. The liquid detergent segment, including capsules, holds the largest market share, driven by their convenience and quick results. Rapid urbanization and the young population's desire for healthier lives have led to an increased focus on fabric care. Consumer concerns over germs, dust, filth, and stains are driving the demand for disinfectants and sanitizers.
The FMCG industry's shift towards online platforms has made laundry care products more accessible than ever before. However, there is a growing trend towards organic sources and avoiding artificial colorants. The liquid form segment is expected to dominate the market due to its ease of use and compatibility with washing machines. As consumers become more conscious of their environmental impact, sustainable alternatives are becoming increasingly important. Overall, the market is poised for continued growth as consumers seek quick results and premium clothes care solutions.
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Market Scope |
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Report Coverage |
Details |
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Page number |
171 |
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Base year |
2023 |
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Historic period |
2018 - 2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 3.79% |
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Market growth 2024-2028 |
USD 21.6 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
3.5 |
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Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
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Performing market contribution |
APAC at 46% |
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Key countries |
US, China, Japan, Germany, and India |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
Amway Corp., Church and Dwight Co. Inc., Colgate Palmolive Co., Earth Friendly Products, Fena Pvt. Ltd., Godrej and Boyce Manufacturing Co. Ltd., Henkel AG and Co. KGaA, Jyothy Labs Ltd., Kao Corp., Lion Corp., MaddieBrit Products LLC, Puracy LLC, PZ Cussons Plc, Reckitt Benckiser Group Plc, RSPL Ltd., S.C. Johnson and Son Inc., Saraya Co. Ltd., The Clorox Co., The Procter and Gamble Co., and Unilever PLC |
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Market dynamics |
Parent market analysis, market growth inducers and obstacles, market forecast, fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, market condition analysis for the forecast period |
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Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Distribution Channel
7 Market Segmentation by Product
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Opportunity/Restraints
11 Competitive Landscape
12 Competitive Analysis
13 Appendix
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