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The liquid detergent market size is forecast to increase by USD 18.92 billion, at a CAGR of 6.77% between 2023 and 2028. Growing online sales and aggressive marketing strategies by companies have notably driven market growth analysis. The growth of the online retail sales channel, coupled with the adoption of the multi-channel business model, has contributed to the growth of the hospitality sector. The market witnessed the introduction of various online and app-based grocery sellers and suppliers that provide a wide range of products at discounted prices. These online and app-based grocery sellers have raised the washing machine penetration and increased the familiarity of a variety of cleaning products at discounted prices. Companies (such as Procter and Gamble Co.) are adopting omnichannel marketing by introducing their shopping websites. Many e-retailers have introduced mobile applications that increase the prospects of online shopping. Rising demand for ultra-concentrated liquid detergents is an emerging trend shaping market growth analysis.
Further, concentrated liquid detergent products are usually referred to as ultra-concentrated products and offer beneficial formulations. These are less diluted than traditional liquid detergents. They are environment-friendly due to the low requirement of packaging material and energy consumption during their manufacturing process. As these concentrated liquid detergents are packaged and supplied in small bottles, they require less packaging materials such as plastic. This reduces waste for recycling, thereby having a lower impact on the environment. Sweat and bad odour are effectively removed with the use of fully automatic machines, especially for coloured loads, enhancing overall cleanliness.
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The market research report growth by the offline segment will be significant during the forecast period. The offline distribution channel segment includes hypermarkets, supermarkets, clubhouse stores, convenience stores, drugstores and pharmacies. In 2023, this segment constituted the largest share, as stores such as hypermarkets and supermarkets offer a variety of brands and stock-keeping units (SKUs) at competitive prices. Popular hypermarkets, supermarkets, and clubhouse outlets offering liquid-detergent include Walmart and Costco Wholesale Corp.
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The offline segment was the largest and was valued at USD 33.03 billion in 2018. The increasing penetration of supermarkets and hypermarkets across the world is driving the growth of the segment. Increasing disposable income and rapid urbanization are shifting consumers buying preferences from neighborhood convenience stores to supermarkets and hypermarkets. Moreover, new product launches and a rise in marketing and promotional spending by vendors have resulted in innovative and attractive displays at offline points of sales. These activities increase awareness about brands and product offerings and make such products preferable among consumers. Hence, these factors will propel the growth of the offline segment in the market during the forecast period.
The online segment includes e-commerce platforms and websites of vendors. Online distribution channels are relatively new compared with offline distribution channels and have grown rapidly since 2014. Retail sales through online platforms increased by around 19% in 2020. Online channels also offer a cash-on-delivery (COD) option to their customers, which is one of the major growth drivers for the segment. The online purchase of liquid-detergent is prevalent among employed consumers due to the high awareness of the benefits of these products. Other factors that drive the growth of the segment are easy and convenient return policies, centralized and efficient customer service, and 24/7 shopping convenience. These factors will accelerate the growth of the market during the forecast period.
Liquid laundry detergent is a liquid cleansing agent that differs from soap or powder detergent but can emulsify oils and hold dirt in suspension. It is used for washing clothes. For example, Unilever PLC offers liquid detergents such as Surf Excel Matic Laundry Liquid Detergent and OMO Auto Liquid Detergent. This demand for liquid laundry detergent stems from its increased adoption, especially in developed countries such as the US, Canada, and the UK, due to the rising urban lifestyles and awareness of their benefits. However, liquid laundry detergent occupies the maximum market share due to ease of use and high adoption in developed countries of North America and Europe. These factors are expected to drive the demand for liquid laundry detergent and contribute to the growth of the market during the forecast period.
Dishwashing liquid, often known as a dishwasher, is a liquid dishwashing detergent. It is often a highly foamy surfactant mixture that causes low skin irritation compared with other forms of detergent. It is mostly used in a sink or bowl for the handwashing of glasses, plates, cutlery, and kitchen utensils. The liquid dishwashing detergent segment is expected to grow at a faster rate than the liquid laundry detergent segment during the forecast period. This is due to the vendors continuously introducing variations in their products and extending their portfolio. These increased and varying product offerings heighten the adoption of liquid dishwashing detergent. These factors are expected to drive the demand for liquid dishwashing detergent and drive the market during the forecast period.
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North America is estimated to contribute 33% to the growth of the global market research and growth during the forecast period. Technavio's analysts have provided extensive insight into the market forecasting, detailing the regional trends and drivers influencing the market's trajectory throughout the forecast period. The liquid-detergent market in North America is expected to grow at a steady infection rate. Negligible accumulation of fabrics is one of the key advantages of using liquid-detergents and one of the main factors increasing the demand for liquid detergents in the region. The presence of key vendors such as Church and Dwight Co. Inc., Colgate Palmolive Co., S.C. Johnson and Son Inc., Clorox Co., and Procter and Gamble Co. supports the dominance of the region in the market during the forecast period.
The market is being propelled by growing online sales and aggressive marketing strategies, emphasizing convenience and effectiveness in cleaning fabrics. A significant trend in this market is the rising demand for ultra-concentrated liquid detergents, reflecting consumer preferences for products that offer superior soil removal while reducing water and energy consumption. However, the industry faces challenges such as low penetration of liquid-detergents, particularly in regions where traditional forms like apowder and tablets are more prevalent. With a focus on promoting personal hygiene and cleanliness, liquid detergents cater to diverse needs, addressing concerns such as dirt, sweat, and bad odour effectively. Strategies such as brand awareness through social media platforms and celebrity endorsements contribute to market growth, particularly in developing economies. Despite concerns over pollution and environmental impact, the availability of liquid-detergents through various distribution channels including supermarkets/hypermarkets and convenience stores ensures accessibility to consumers seeking convenience and efficiency in their laundry routines.
Growing online sales and aggressive marketing strategies by companies have notably driven market growth. The growth of the online retail sales channel, coupled with the adoption of the multi-channel business model, has contributed to the growth of the market. The market witnessed the introduction of various online and app-based grocery sellers and suppliers that provide a wide range of products at discounted prices. These online and app-based grocery sellers have raised the penetration and increased the familiarity of a variety of liquid-detergents. Companies (such as Procter and Gamble Co.) are adopting omnichannel marketing by introducing their shopping websites. Many e-retailers have introduced mobile applications that increase the prospects of online shopping.
Moreover, product assortments offered by online channels are much wider than those provided by traditional channels, which gives consumers easy access to a wide array of products. The online retail mode helps vendors save on operating costs and overheads. This growth in online retailing of home care products and aggressive marketing will increase the demand during the forecast period.
Rising demand for ultra-concentrated liquid detergents is an emerging trend shaping market growth. Concentrated liquid detergent products are usually referred to as ultra-concentrated products and offer beneficial formulations. These are less diluted than traditional liquid detergents. They are environment-friendly due to the low requirement of packaging material and water during their manufacturing process. As these concentrated liquid-detergents are packaged and supplied in small bottles, they require less packaging materials such as plastic. This reduces waste for recycling, thereby having a lower impact on the environment.
Moreover, one of the most popular concentrated liquid-detergents is OMO Ultra Concentrated Liquid by Unilever. This has led various companies, such as Henkel, to capitalize on the market by launching products in this segment. The Sun Ultra Concentrated Clean and Fresh Liquid Laundry Detergent by Henkel is another popular high-concentrate liquid detergent product. This growing demand for concentrated liquid-detergent and, consequently, the rising number of concentrated liquid-detergent offerings are expected to contribute to the market during the forecast period.
Low penetration of liquid detergents in developing regions is a significant challenge hindering market growth. This can limit market growth. Moreover, the penetration of branded detergents for laundry and dishwashing is low in developing countries, thereby affecting the demand for liquid detergents. The other forms of detergents that are readily used for cleaning clothes in rural areas are powder and bars, while consumers prefer soap for dishwashing. In extremely rural areas, mud is also preferred for dishwashing instead of detergent. In most countries of APAC and MEA, the need for liquid-detergent has still not been realized. Customers in these regions are price-sensitive and demand products that serve multiple purposes.
However, the large population base of these developing regions gives vendors better growth potential. Due to high pollution and warm temperatures in these regions, customers prefer washing clothes regularly at home. Hence, liquid-detergent becomes expensive for daily use. Therefore, this can hinder the adoption of liquid-detergent, which can negatively affect market growth during the forecast period.
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, which are forecasts to enhance their presence in the market report.
The market growth and forecasting report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:
The market analysis and report of 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 research 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 and trends strategies.
Customer Landscape
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD Billion" for the period 2024 to 2028, as well as historical data from 2018 to 2022 for the following segments.
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The market offers a wide array of options to cater to diverse cleaning fabrics and requirements. Available in various forms such as gel and tablets, liquid detergents utilize anionic and non-ionic surfactants to ensure effective soil removal and stain removal in washing machines. With a focus on health and safety, liquid detergents combat germs and diseases, contributing to personal hygiene and overall cleanliness. Particularly crucial for double-income households with limited time requirements, liquid detergents offer energy efficiency and convenience, reducing human interference in the washing process. For the industrial & institutional industry, liquid-detergents play a vital role in maintaining hygiene standards in hotels, healthcare facilities, and the textile industry.
In addition, with increasing concerns about phosphates and eutrophication, the market sees a shift towards phosphate replacement and organic liquid detergents, catering to allergy sufferers and those with sensitive skin. Available through various retail channels including supermarkets/hypermarkets and online stores, liquid-detergents come in organic and conventional forms, meeting the needs of residential and commercial users alike. As lifestyles evolve and brand awareness grows through social media platforms and celebrity endorsements, the liquid-detergent market continues to adapt, offering innovative solutions for cleaning, comfort, and odor removal in changing environments and developing economies.
Market Scope |
|
Report Coverage |
Details |
Page number |
169 |
Base year |
2023 |
Historic period |
2018-2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 6.77% |
Market Growth 2024-2028 |
USD 18.92 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
6.37 |
Regional analysis |
North America, APAC, Europe, South America, and Middle East and Africa |
Performing market contribution |
North America at 33% |
Key countries |
US, Canada, China, UK, and Germany |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
Acuro Organics Ltd., Amway Corp., BASF SE, Bombril SA, Church and Dwight Co. Inc., Colgate Palmolive Co., Galaxy Surfactants Ltd., Godrej Consumer Products Ltd., Henkel AG and Co. KGaA, Johnson and Johnson, Kao Corp., Lion Corp., McBride Plc, Oxiteno SA, Reckitt Benckiser Group Plc, S.C. Johnson and Son Inc., Saraya Co. Ltd., Tetra Laval SA, The Procter and Gamble Co., and Unilever PLC |
Market dynamics |
Parent market trends and analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the market forecast period. |
Customization purview |
If our 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 Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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