The liquid detergent market is estimated to increase from US$52.757 billion in 2020, at a CAGR of 5.13%, to US$74.899 billion by 2027. Liquid detergent is a type of mixture based on various surfactants that can be used for the cleaning of dishes and clothes. Liquid detergents aid in the process of washing as they can reduce the surface tension of water.
The market for liquid detergents is projected to grow at a healthy rate, primarily on account of the burgeoning adoption of liquid detergents due to the rising demand for convenience products and rapid urbanization. Rapid urbanization, especially in the developing economies around the globe, has led to an upsurge in the demand for washing machines. This, in turn, is projected to be a key factor supplementing the liquid detergent market's growth during the next five years. The constantly growing demand for these products has led to a plethora of investments by the key market players in the form of product innovations, majorly due to the growing consumer expectations has also widened the opportunities for the key players in the market to invest more and gain a competitive edge in the market.
However, the market may be restrained by the fact that the cost of liquid detergents is considerably higher than powdered products, thus hampering its demand in underdeveloped economies due to low purchasing power. Furthermore, the availability of substitute products is also projected to inhibit the market's growth moderately during the next five years. Also, the less shelf life of liquid detergent is also a key factor that is dissuading its adoption to some extent, thus negatively impacting the market growth.
Furthermore, the recent outbreak of novel coronavirus disease is projected to hamper the market's growth as various directives by the governments of numerous countries have led to a temporary halt in manufacturing activities across many verticals. For instance, in April 2020, the Kentucky Labor Cabinet, in lieu of not implementing the proper COVID-19 guidelines stated by the Centers for Disease Control, temporarily shut down Henkel's plant in Bowling Green.
The liquid detergent market has been segmented on the basis of type, end-use, application, distribution channel, and geography. On the basis of type, the market has been segmented on the basis of organic and inorganic. By end-use, the market has been segmented into residential and commercial. On the basis of application, the segmentation of the market is done on the basis of laundry and dishwashing. Geographically, the liquid detergent market has been classified into North America, South America, Europe, the Middle East, and Africa, Europe, and the Asia Pacific.
By product type, the conventional segment is anticipated to hold a considerable market share on account of the wide adoption of conventional detergents in the developing economies of the globe. The organic segment is projected to witness healthy growth throughout the forecast period. The prime factors supplementing the growth of this segment during the next five years include the growing proportion of health-savvy consumers, especially in the developed economies of the world. The inclination of consumers towards natural and skin-friendly products is also bolstering the market growth during the next five years.
By end-use, the residential segment is expected to hold a notable share due to the high use of liquid detergent by the residents for cleaning purposes. The commercial segment will witness slow growth, especially during the short run as the outbreak of COVID-19 has led to the shutdown of hotels and resorts, which is considered to be the prime factor inhibiting the demand for liquid detergents for commercial applications. However, the expansion of laundry services, especially in the developed economies, is anticipated to positively impact the growth of this segment during the coming years.
By application, the dishwashing segment is poised to witness healthy growth as the rising middle-class population has led to an increased usage of dishwashers, thereby driving the demand for the liquid detergent to some extent.
By distribution channel, the online segment is projected to propel at a noteworthy CAGR throughout the forecast period. The rapid growth of the e-commerce industry in both developed and developing economies around the world, as well as rising internet and smartphone penetration, are driving the growth of this segment. Geographically, the Asia Pacific region is anticipated to hold a noteworthy share in the global market on account of the presence of a considerably large population base coupled with the presence of numerous big domestic market players in countries like India and China, among others. Furthermore, increasing disposable income, rapid urbanization, and population growth are also some of the prime factors supplementing the market growth in the APAC region during the next five years.
In October 2021, Unilever revealed the development of its new paper-based laundry detergent bottle. This revolutionary development was created in cooperation with the Pulpex consortium, which includes Unilever, Diageo, Pilot Lite, and other industry experts.
In August 2019, Hindustan Unilever announced the launch of a new brand with the aim of expanding products across its fabric care range, Love and Care fabric wash solution.
In July 2019, Hindustan Unilever announced the launch of its fifth fabric wash brand, Nirma Redux with an aim of introducing a new wash brand across the Indian market to expand the group's market share and secure its position in the Indian market.
In May 2019, Reckitt Benckiser Group Plc announced its entry into the Indian liquid detergent market by launching its global liquid detergent brand, Woolite exclusively through e-commerce channels.
In January 2019, Henkel announced the launch of its latest brand of laundry detergent which is designed to function well with concentrated detergents.
In January 2019, Kao Corporation announced the launch of its new revolutionary liquid laundry detergent, Attack Zero, to be launched in Japan.
Major players in the liquid detergent market have been covered along with their relative competitive positions and strategies. The report also mentions recent deals and investments by different market players over the last two years.
The market for liquid detergents is projected to grow at a healthy rate, primarily on account of the burgeoning adoption of liquid detergents due to the rising demand for convenience products and rapid urbanization. Rapid urbanization, especially in the developing economies around the globe, has led to an upsurge in the demand for washing machines. This, in turn, is projected to be a key factor supplementing the liquid detergent market's growth during the next five years. The constantly growing demand for these products has led to a plethora of investments by the key market players in the form of product innovations, majorly due to the growing consumer expectations has also widened the opportunities for the key players in the market to invest more and gain a competitive edge in the market.
However, the market may be restrained by the fact that the cost of liquid detergents is considerably higher than powdered products, thus hampering its demand in underdeveloped economies due to low purchasing power. Furthermore, the availability of substitute products is also projected to inhibit the market's growth moderately during the next five years. Also, the less shelf life of liquid detergent is also a key factor that is dissuading its adoption to some extent, thus negatively impacting the market growth.
Furthermore, the recent outbreak of novel coronavirus disease is projected to hamper the market's growth as various directives by the governments of numerous countries have led to a temporary halt in manufacturing activities across many verticals. For instance, in April 2020, the Kentucky Labor Cabinet, in lieu of not implementing the proper COVID-19 guidelines stated by the Centers for Disease Control, temporarily shut down Henkel's plant in Bowling Green.
The liquid detergent market has been segmented on the basis of type, end-use, application, distribution channel, and geography. On the basis of type, the market has been segmented on the basis of organic and inorganic. By end-use, the market has been segmented into residential and commercial. On the basis of application, the segmentation of the market is done on the basis of laundry and dishwashing. Geographically, the liquid detergent market has been classified into North America, South America, Europe, the Middle East, and Africa, Europe, and the Asia Pacific.
By product type, the conventional segment is anticipated to hold a considerable market share on account of the wide adoption of conventional detergents in the developing economies of the globe. The organic segment is projected to witness healthy growth throughout the forecast period. The prime factors supplementing the growth of this segment during the next five years include the growing proportion of health-savvy consumers, especially in the developed economies of the world. The inclination of consumers towards natural and skin-friendly products is also bolstering the market growth during the next five years.
By end-use, the residential segment is expected to hold a notable share due to the high use of liquid detergent by the residents for cleaning purposes. The commercial segment will witness slow growth, especially during the short run as the outbreak of COVID-19 has led to the shutdown of hotels and resorts, which is considered to be the prime factor inhibiting the demand for liquid detergents for commercial applications. However, the expansion of laundry services, especially in the developed economies, is anticipated to positively impact the growth of this segment during the coming years.
By application, the dishwashing segment is poised to witness healthy growth as the rising middle-class population has led to an increased usage of dishwashers, thereby driving the demand for the liquid detergent to some extent.
By distribution channel, the online segment is projected to propel at a noteworthy CAGR throughout the forecast period. The rapid growth of the e-commerce industry in both developed and developing economies around the world, as well as rising internet and smartphone penetration, are driving the growth of this segment. Geographically, the Asia Pacific region is anticipated to hold a noteworthy share in the global market on account of the presence of a considerably large population base coupled with the presence of numerous big domestic market players in countries like India and China, among others. Furthermore, increasing disposable income, rapid urbanization, and population growth are also some of the prime factors supplementing the market growth in the APAC region during the next five years.
Key Developments
In April 2022, all® free clear introduced an ultra-concentrated version of its eco-liquid laundry detergent, packaged in a new eco-friendly bottle made entirely of recycled plastic. The new product's composition is USDA certified and was released on the online market In March 2022.In October 2021, Unilever revealed the development of its new paper-based laundry detergent bottle. This revolutionary development was created in cooperation with the Pulpex consortium, which includes Unilever, Diageo, Pilot Lite, and other industry experts.
In August 2019, Hindustan Unilever announced the launch of a new brand with the aim of expanding products across its fabric care range, Love and Care fabric wash solution.
In July 2019, Hindustan Unilever announced the launch of its fifth fabric wash brand, Nirma Redux with an aim of introducing a new wash brand across the Indian market to expand the group's market share and secure its position in the Indian market.
In May 2019, Reckitt Benckiser Group Plc announced its entry into the Indian liquid detergent market by launching its global liquid detergent brand, Woolite exclusively through e-commerce channels.
In January 2019, Henkel announced the launch of its latest brand of laundry detergent which is designed to function well with concentrated detergents.
In January 2019, Kao Corporation announced the launch of its new revolutionary liquid laundry detergent, Attack Zero, to be launched in Japan.
Competitive Insights
Prominent key market players in the liquid detergent market include P&G, Henkel, Amway Corp, and Reckitt Benckiser Group plc among others. These companies hold a noteworthy share of the market on account of their good brand image and product offerings.Major players in the liquid detergent market have been covered along with their relative competitive positions and strategies. The report also mentions recent deals and investments by different market players over the last two years.
Impact of the COVID-19 pandemic
The COVID-19 pandemic led to a slowdown of major industrial processes and revenue, owing to the strict lockdown and social distancing regulations set up by the government. Most major sectors were faced with a decrease in sales and revenue. However, the liquid detergent market reported a positive impact of the COVID-19 pandemic. Due to the increasing viral infection cases, people started to pay more attention to healthy and safe lifestyle practices, which led to an increase in demand for the liquid detergent market. Regular laundry and washing practices in fear of contamination with pathogens or germs among people positively influenced the market during the pandemic. Moreover, with the lifting of COVID-19 protocols and regulations, the market is anticipated to grow further in the forecasted period.Segmentation
By Type
- Organic
- Conventional
By End-Use
- Residential
- Commercial
By Application
- Laundry
- Dishwashing
By Distribution Channel
- Online
- Offline
By Geography
- North America
- USA
- Canada
- Mexico
- South America
- Brazil
- Argentina
- Europe
- Germany
- France
- United Kingdom
- Spain
- Italy
- Middle East and Africa
- Saudi Arabia
- UAE
- Israel
- Asia Pacific
- China
- Japan
- India
- South Korea
- Taiwan
- Thailand
- Indonesia
Table of Contents
1. Introduction
2. Research Methodology
3. Executive Summary
4. Market Dynamics
5. Liquid Detergent Market Analysis, By Type
6. Liquid Detergent Market Analysis, By End-Use
7. Liquid Detergent Market Analysis, By Application
8. Liquid Detergent Market Analysis, By Distribution Channel
9. Liquid Detergent Market Analysis, By Geography
10. Competitive Environment and Analysis
11. Company Profiles
Companies Mentioned
- P&G
- Unilever
- Henkel AG & Company, KGaA
- Church & Dwight Co., Inc.
- Godrej Consumer Products Limited
- Himalaya Wellness Company
- Amway Corp
- Reckitt Benckiser Group plc
- Colgate-Palmolive Company
- Kao Corporation
Methodology
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Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 132 |
| Published | September 2022 |
| Forecast Period | 2020 - 2027 |
| Estimated Market Value ( USD | $ 52.76 billion |
| Forecasted Market Value ( USD | $ 74.9 billion |
| Compound Annual Growth Rate | 5.1% |
| Regions Covered | Global |
| No. of Companies Mentioned | 10 |
