Liquid Laundry Detergent Market Size, Share & Industry Analysis, By Application {Household, Industrial & Institutional (Laundry & Dry Cleaning Service, Hotels & Other Lodging, Healthcare, Textile Industry, Others), and Regional Forecast, 2024-2032

The global liquid laundry detergent market size was USD 24.99 billion in 2023 and is projected to grow from USD 26.52 billion in 2024 to USD 41.65 billion by 2032 at a CAGR of 5.8% during the forecast period. North America dominated the liquid laundry detergent market with a market share of 31.73% in 2023. Moreover, the liquid laundry detergent market size in the U.S. is projected to grow significantly, reaching an estimated value of USD 9.22 billion by 2032, driven by increasing concern for home care hygiene for the market size’s growth. 

Laundry detergent is a product that contains surfactants and other ingredients, and is used in the process of cleaning fabrics. Laundry detergents come in a variety of products including powder, tablets, liquids, gel, and other forms. Most of the liquid laundry detergent formula is based on surfactants that extract and clean soil from the fabric. For optimal efficiency, a mixture of anionic and non-ionic surfactants is widely used. It comprises one or more surfactants formulated with other components to improve detergence, where soil removal is difficult. This is the result of strong attraction of soil to the tissue, low penetration, and adsorption of surfactant molecules to soil and tissue interface.

Liquid Laundry Detergent Market Trends

Increasing Demand for Liquid Laundry Detergent is Boosting Market Growth

Powder laundry detergent is finicky with water temperature. In a cold-water environment, some powder will not dissolve, most notably in high-efficiency (HE) washers. In a cold water setting, using them may require extra laundry time, thus leaving stains on clothes with bits of undissolved detergent. The liquid detergent works well in cold, dry, and hot water. Also, it is easy to use and creates less waste when used which is likely to create opportunities for the market. The formula of the liquid detergent works to remove tough stains inside the machine in one wash, particularly grease stains.

Consumers had to compromise between removing stains and holding colored light with powder detergents. Whereas, liquid laundry detergent eliminates the issue by retaining colors and removing stains effectively. The product can also be used to pretreat clothes before washing, to ensure quick removal of stains. Another advantage with the product is its ability to dissolve at lower temperatures. Increasing awareness of liquid detergent's benefits over powder laundry is expected to boost market progress.

Increasing Product Demand for Convenience and Ease of Use Aid the Market Growth

Convenience has emerged as a pivotal factor driving the popularity of liquid detergents. Unlike traditionally powered detergents, liquid formulations offer easy handling and dosing, eliminating the hassle of measuring and scooping. Consumers, especially those leading busy lifestyles, appreciate liquid detergents' simplicity and time-saving benefits. The rising demand for liquid laundry detergents is not limited to household consumers but extends to commercial and institutional sectors. Industries such as hospitality, healthcare, and food services rely on liquid detergents for their laundry need due to their efficiency, effectiveness, and ease of use. The commercial segment presents a lucrative opportunity for manufacturers to expand their market reach and cater to diverse customer requirements.

Liquid Laundry Detergent Market Growth Factors

Growing Demand for Fully Automated Washing Machine is Driving Market

Washing machine's ease of use and lesser time requirement is likely to boost market growth. A fully automatic washing machine is expected to expand at a rapid pace during the forecast period due to ease of operation and the need for less human interference for the operation of the device. A fully automated washing machine is fitted with a single motor that has the ability to both wash and whirl, which is achieved on its own without any manual intervention.

Moreover, the fully automated washing machine is gaining popularity due to its ability to provide high energy efficiency and improved stain removal compared to semi-automatic products. Rising scarcity of time for completing household chores is fueling the demand for fully automatic washing machines. The transition from semi-automatic to fully automated washing machines in the household sector is projected to drive the fully automated washing machine industry. Increasing demand for a fully automated washing machine and smartly wired washer in emerging economies such as India, China, and Vietnam is fueling the industry. The increased number of double-income households with inadequate laundry time has contributed to the growth of the industry.

Liquid detergents are most suitable for fully-automatic washing machines, because of its smoothness and ability to work well on colored loads. They are an ideal solution for both hot and cold water as they dissolve easily. As compared with powders, they dissolve easily in water and do not become airborne as a powdered detergent. They do not produce white residue that sticks to your clothing.

Growing Industrial & Institutional Industry is Driving Demand

Growing population and increasing tourism activities have been key factors for the increasing product demand. Also, the market development is attributed to the increasing usage of laundry facilities across developing countries. Growth in the hospitality sector, increasing franchising opportunities, increased internet penetration, faster economic development, busy people's lifestyles, and technical developments in the laundry sector is expected to drive the market progress. The growing demand for on-demand laundry services due to the convenience shall foster market growth.

On-demand services are delivered predominantly by mobile apps, which allow customers to order laundry services or dry cleaning, share preferences, and request delivery. On-demand laundry service providers then pick up customers' clothes and sheets, and clean them and send them back to customers at the desired time. The customers automatically receive updates about the pick-up, expected drop-off date and time, and total service rate. Travel and tourism industry growth have been instrumental in the creation of the hospitality industry and the hotel sector.

For different reasons, people travel from one location to another, such as business trips, pilgrimages, leisure, visits to family and friends, educational purposes, and access to reliable health care facilities.  Increasing demand for liquid laundry detergent for housekeeping in hotels is expected to drive the liquid laundry detergent market growth.

Industrial & institutional cleaning products such as liquid laundry detergent are designed to meet the needs of a wide and diverse market. The segments include institutional laundry cleaning, garment repair, and others. Therefore, growing industrial & institutional industries is projected to drive the market.

RESTRAINING FACTORS

Use of Phosphate Detergent in May Hinder Market Growth

Phosphate detergents are used for softening rough water and retaining waste. The detergent industry's greatest environmental problem has been the use of phosphates as builders. Phosphorus, the primary constituent of phosphates, is a non-toxic element that acts as a plant life nutrient. It was assumed that the overabundance of phosphorus in the ecosystem leads to the advanced eutrophication of thousands of water-bodies. Overabundance of nutrients in aquatic environments such as phosphorus leads to eutrophication. Highly elevated levels of nutrients cause an overgrowth of algae which consumes all of the water's oxygen, asphyxiating fish, and other water life.

Phosphate replacement Nitrilotriacetic Acid (NTA), known to cause cancer in animals, and to interact with metal ions in drinking water to increase the risk of birth defects, was also of concern. The use of phosphate detergent in the liquid detergent is likely to hamper the growth of the market.

Liquid Laundry Detergent Market Segmentation Analysis

By Application Analysis

Household Segment to Account for Major Share Over Forecast Period

In terms of application, the market is segmented into household, and industrial & institutional. The global industrial & institutional segment is further sub-segmented into laundry & dry cleaning service, hotel & other lodgings, healthcare, textile industry, and others. The household segment constituted the key share of the global market and is likely to expand at a rapid pace during the forecast period. Rising washing machine penetration in developed economies is projected to drive the growth of the market. A variety of vendors are seeking to expand their reach by setting up manufacturing facilities in developed economies with massive revenue potential.

The growing prevalence of washing machines in the household in China, India, Indonesia, Mexico, South Korea, South Africa, and Poland further underpins this phenomenon. For example, consumers in India have favoured fully automatic washing machines over semi-automatic washing machines.

Industrial liquid detergents are used in various industries as cleaning agents including textiles, dry cleaning, hospitals, hospitality, and others. The steady growth of the hospitality sector is likely to be the primary driver for the industrial & institutional segment. International tourist numbers have increased and more visitors have visited foreign destinations. The rapid growth of the tourism industry is expected to boost the demand for the hotel industry. Growth in hotel construction is projected to provide greater opportunities as more demand is anticipated to be created as a result of more linen washing.

REGIONAL INSIGHTS

North America held the major share of the global market. This region's market is characterized by a high degree of consumerism within the hospitality and textile industries. In recent years, the adoption of a healthy lifestyle coupled with the increasing concern for home care hygiene has been one of the main drivers for the market in the region. Well-established real estate market, household spending, and housing unit growth are some of the factors attributing to the growth of the market.

Europe held a significant liquid laundry detergent market share in the global market because of the high demand from household applications. Increasing disposable income and high expenditure on lifestyle and health is promoting growth. Moreover, development and adoption of bio-based liquid detergents are expected to provide significant boost to the market.

Asia Pacific is expected to expand at a rapid pace during the forecast period due to product awareness and increasing industrial investment in emerging markets such as India and China. An increase in household income, a rise in middle-class population, rapid urbanization, and a rise in demand for the washing machine in the region is expected to boost the growth of the market.

Latin America is expected to show growth by the end of the forecast period. Increasing awareness among consumers regarding health and hygiene is one of the key factors driving growth in the South American region.

The Middle East and Africa is anticipated to show considerable growth owing to the increasing demand from the hospitality segment. Increasing tourism activities in countries such as UAE, Kuwait, Oman, and Saudi Arabia is driving the demand for liquid laundry detergents.

List of Key Companies in Liquid Laundry Detergent Market

Key Players to Focus on Expanding Their Existing Production Capacities

With increasing demand and utilization of the highly-versatile liquid laundry detergent, key manufacturers are investing to expand their production capacities globally. Henkel AG & Co. KGaA, Procter & Gamble, Unilever, and Kao Corporation are some of the key players

Major market players are engaged in research and development for producing superior quality products. Furthermore, the companies are promoting strategic partnerships to improve the company's R&D efforts. The businesses put great emphasis on increasing the area of service to raise the market share and boost the company's revenues. Companies are dedicated to introducing new goods to suit the growing trends in consumers.

LIST OF COMPANIES PROFILED

• Procter & Gamble (U.S.)


• Unilever (U.K.)


• Lion Corporation (Japan)


• KAO CORPORATION (Japan)


• Henkel AG & Co. KGaA (Germany)


• Church & Dwight Co., Inc. (U.S.)


• Reckitt Benckiser Group plc. (U.K.)


• Wipro Consumer Care and Lighting (India)


• Seventh Generation Inc. (U.S.)


• Guangzhou Blue Moon Industrial Co., Ltd. (China)

KEY INDUSTRY DEVELOPMENTS

• May 2022: Procter & Gamble (P&G) expanded its liquid detergent business by establishing a manufacturing facility in Hyderabad, India. The company invested USD 2.51 billion.


• May 2022: Breeze, a brand of Unilever PLC, launched its new product, Breeze Detergent. The product has a thinner formula and comes in a 500ml bottle that can be added to 2.5 liters of water, which consumers can use for over 60 washes.


• June 2021: Tide, a brand product of Procter & Gamble to design the laundry detergent for space applications. The company signed the space act agreement with NASA to explore the development of cleaning solutions for astronauts.


• May 2020: Henkel, a German consumer goods producing company announced more hygiene related products to combat COVID-19.

REPORT COVERAGE

The global liquid laundry detergent market research report provides both qualitative & quantitative insights into the global market. Quantitative insights include the global market sizing in terms of value (USD Billion) & volume (Kilo Tons) across each segment, sub-segment, and region profiled in the scope of the study. Also, the report covers market share analysis and growth rates of segment, sub-segment, and key countries across each region. Qualitative insight covers elaborative market analysis of drivers, restraints, growth opportunities, key trends related to the market. The competitive landscape section covers detailed company profiling of the key players operating in this market.

Report Scope & Segmentation