Detergent Market Analysis North America, APAC, Europe, South America, Middle East and Africa - US, China, UK, Germany, Japan - Size and Forecast 2024-2028

Detergent Market Size 2024-2028 

The detergent market size is forecast to increase by USD 33.9 billion at a CAGR of 5.95% between 2023 and 2028.

What will be the Size of the Detergent Market During the Forecast Period?

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The market encompasses a range of products including liquid detergent, powder detergent, fabric softener, enzyme detergent, bleach additives, stain remover, detergent tablets, laundry and dishwashing detergents, and detergent pods. These detergents are formulated with various ingredients to cater to diverse consumer needs. Bio-based detergent is gaining popularity due to environmental concerns. Players invest in research and development to introduce innovative detergent solutions. Detergent ingredients such as enzymes and bleach additives play a crucial role in enhancing the cleaning power of detergents. The market for detergents is substantial and continues to grow due to increasing consumer awareness and the availability of a wide range of products to suit various washing needs.

Detergent Market Segmentation

The detergent 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.

• Type
  • Powder
  • Liquid
• End-user
  • Household
  • Commercial and industrial
• Geography
  • North America
    • US
  • APAC
    • China
    • Japan
  • Europe
    • Germany
    • UK
  • South America
  • Middle East and Africa

By Type Insights

The powder segment is estimated to witness significant growth during the forecast period. The market encompasses a range of products including laundry detergent and dishwashing detergent, available in various forms such as liquid detergent, powder detergent, detergent tablets, and detergent pods. Fabric softener, enzyme detergent, bleach additives, and stain remover are essential complements to the core detergent offerings. Surfactants, builders, chelating agents, optical brighteners, fragrances, and preservatives are key detergent ingredients that contribute to their effectiveness and consumer appeal. The market also offers sustainable solutions like bio-based detergent, aligning with evolving consumer preferences. Distribution channels include online sales, retail stores, and specialty stores, with private label gaining popularity due to cost savings and consumer trust. Sustainable packaging and regulatory standards are crucial considerations in the detergent industry, shaping advertising campaigns and market growth.

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The powder segment was valued at USD 42.50 billion in 2018 and showed a gradual increase during the forecast period.

Regional Insights

APAC is estimated to contribute 37% to the growth of the global detergent 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 encompasses a wide range of products, including laundry detergent and dishwashing detergent. These detergents come in various forms such as liquid, powder, detergent tablets, and detergent pods. Fabric softeners, enzyme detergents, bleach additives, and stain removers are essential complements to the core detergent offerings. Manufacturers incorporate several key ingredients in detergent production, including surfactants, stain removers, builders, chelating agents, optical brighteners, fragrances, and preservatives. Consumer preferences play a significant role in the market, with distribution channels such as online sales, retail stores, specialty stores, and private label brands catering to diverse demands. Sustainable packaging and regulatory standards are crucial considerations in the detergent industry.

Further, bio-based detergents are gaining popularity due to their eco-friendly nature. Advertising campaigns and marketing strategies further influence consumer choices and market growth. The market is a dynamic and competitive landscape, with major players investing in research and development to innovate and differentiate their offerings. The market is expected to grow steadily, driven by increasing consumer awareness, changing demographics, and technological advancements. In conclusion, the market is a diverse and evolving industry, characterized by a wide range of products, consumer preferences, distribution channels, and production methods. Manufacturers continually strive to meet the changing needs of consumers while adhering to regulatory standards and sustainability initiatives.

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.

Market Driver

The growth in hospitality sector is the key driver of the detergent market growth. The global market for laundry and dishwashing detergents experienced significant growth in 2023, reaching an estimated USD 1.4 trillion in spending. This rise in demand can be attributed to the recovery of the tourism sector, with an estimated 975 million international tourists traveling between January and September, marking a 38% increase from the same period in 2022. Laundry detergents, available in various forms such as liquid, powder, tablets, and pods, are essential for hotels to maintain clean linens and towels for their guests. Fabric softeners, enzyme detergents, bleach additives, and stain removers are common detergent ingredients used to enhance the cleaning power and improve the appearance of fabrics.

Moreover, dishwashing detergents, another crucial segment, consist of surfactants, builders, chelating agents, optical brighteners, fragrances, laundry detergent sheets, and preservatives to effectively clean dishes and glassware. Consumer preferences for eco-friendly and sustainable options have led to the emergence of bio-based detergents and sustainable packaging solutions. Distribution channels for laundry and dishwashing detergents include online sales, retail stores, and specialty stores. Private label brands have also gained popularity, offering cost-effective alternatives to consumers. Regulatory standards and advertising campaigns play a significant role in shaping market dynamics and consumer perceptions.

Market Trends

The increasing acceptance of liquid detergents is the upcoming trend in the detergent market. The laundry and dishwashing market encompasses various product categories, including liquid detergent, powder detergent, fabric softener, enzyme detergent, bleach additives, stain remover, detergent tablets, detergent pods, bio-based detergent, and a range of detergent ingredients. Liquid detergent has emerged as a preferred choice among consumers due to its ability to completely dissolve in water, leaving no residues on fabrics. In contrast, powder detergent may not fully dissolve, leading to fabric stains and potential clogging of washing machine workflow. Consumer preferences for detergent products are influenced by factors such as effectiveness, convenience, and sustainability. Liquid detergent's advantages in these areas have contributed to its market growth.

Additionally, detergent ingredients, such as surfactants, builders, chelating agents, optical brighteners, fragrances, and preservatives, play essential roles in enhancing detergent performance and consumer experience. Distribution channels for detergent products include online sales, retail stores, and specialty stores. Private label brands have also gained popularity in the market. Sustainable packaging and regulatory standards are increasingly important considerations for detergent manufacturers and consumers alike. Advertising campaigns and marketing efforts further influence consumer choices in the market.

Market Challenge

The high price wars is a key challenge affecting detergent market growth. The global market for laundry and dishwashing detergents experiences intense competition, with companies engaged in pricing battles. This market encompasses various product categories, including liquid and powder detergents, fabric softeners, enzyme detergents, and bleach additives. Additionally, stain removers, detergent tablets, and detergent pods are gaining popularity. The market is significantly concentrated, necessitating competitive pricing due to the presence of numerous unorganized players offering lower-priced alternatives. Consumer preferences play a crucial role in the market. Price sensitivity is particularly high among lower, middle, and middle-upper income segments. As a result, brand-switching actions are common. Detergent ingredients, such as surfactants, builders, chelating agents, optical brighteners, fragrances, and preservatives, significantly impact product performance and consumer satisfaction.

Also, distribution channels, including online sales, retail stores, and specialty stores, influence market dynamics. Private label offerings are increasing, posing a challenge to branded players. Sustainable packaging and regulatory standards are emerging trends, shaping the market's future. Advertising campaigns remain essential for market penetration and customer engagement.

Customer Landscape

The detergent 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 detergent market growth analysis report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.

 Customer Landscape

Key Detergent Market Companies & Insights

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.

Church and Dwight Co. Inc.: The company offers detergent under brand names such as oxi clean, xtra, and arm hammer.

The detergent market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• Clariant International Ltd.
• Croda International Plc
• Diversey Holdings Ltd.
• Ecolab Inc.
• Galaxy Surfactants Ltd.
• Henkel AG and Co. KGaA
• Huntsman International LLC
• Kao Corp.
• KERSIA GROUP
• Lanxess AG
• Lion Corp.
• McBride Plc
• Oxiteno SA
• Solvay SA
• Stepan Co.
• Tata Chemicals Ltd.
• Tetra Laval SA
• The Procter and Gamble Co.
• Unilever PLC

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.

Latest Market Developments and News

• In December 2024, Procter & Gamble launched a new line of eco-friendly detergents under its Tide brand. The new product range is made from plant-based ingredients and packaged in 100% recyclable materials, responding to the growing consumer demand for sustainable and environmentally friendly cleaning products.

• In November 2024, Henkel entered into a strategic partnership with a leading technology company to develop smart detergent dispensers. The collaboration aims to provide consumers with more precise dosing and greater efficiency, enhancing the overall laundry experience while reducing detergent waste.

• In October 2024, Unilever announced the acquisition of a natural cleaning products brand that specializes in plant-based laundry detergents. This acquisition allows Unilever to expand its product portfolio and cater to the increasing consumer preference for organic and non-toxic home care solutions.

• In September 2024, Reckitt Benckiser introduced a new detergent formula designed to work effectively in cold water, helping consumers reduce energy consumption while still achieving high cleaning performance. The innovation is aligned with the company's sustainability goals and the growing trend of energy-efficient household products.

Research Analyst Overview

The detergent market is a significant sector in the consumer goods industry, driven by the increasing demand for cleanliness and hygiene. Detergents are essential household items used for washing clothes, dishes, and surfaces. The market for detergent is diverse, with various types catering to different consumer needs. Detergents are available in different forms, including powders, liquids, and tablets. Powder detergent is the most commonly used type due to its affordability and ease of use. Liquid detergent is gaining popularity due to its convenience and effectiveness. Tablet detergent offers the benefits of both powders and liquids. The market for detergent is driven by factors such as population growth, urbanization, and changing consumer preferences. The detergent market has experienced significant growth, driven by increasing hygiene awareness and consumer demand for sustainable and effective cleaning products. Household cleaning products, particularly laundry detergents, play a crucial role in daily routines, with a marked rise in ultra-concentrated detergents and single-dose detergents like pods. These products offer convenience and are designed to address various consumer needs, from stubborn stains to energy conservation in washing machines.

Enzyme-based detergents, which include hydrolases, are popular for their effectiveness in breaking down organic stains, making them an essential component of the market. The shift towards sustainable cleaning solutions has spurred demand for biodegradable detergents and plant-based detergents. Zero-waste detergents, along with recyclable packaging, are increasingly preferred by eco-conscious consumers. Moreover, the growing interest in natural ingredients like neem, turmeric, and aloe vera is fueling the popularity of chemical-free and herbal cleaning products. Non-ionic, zwitterionic, anionic, and cationic detergents offer varying benefits, with each catering to specific needs such as stain removal and personal hygiene. The household detergent market also benefits from the growing trend of e-commerce, allowing consumers to easily access products online, including luxury personal care items, hand sanitizers, and liquid or bar soaps. Laundry care solutions, such as sodium dodecyl sulfate and alkyl benzene sulfonates, are essential for their stain-fighting properties and role in effective cleaning. With an increasing focus on sustainability, the market is evolving, offering a broader range of options to cater to diverse consumer preferences while promoting environmental responsibility.

Thus, dishes, laundry, and surface cleaning are essential daily activities, and consumers are always on the lookout for effective and affordable solutions. The market is competitive, with several players vying for market share. Companies are focusing on innovation, product development, and marketing strategies to differentiate themselves from competitors. The market is segmented based on product type, application, and region. Ingredients used in detergent production include chlorine, phosphates, enzymes, and surfactants. These ingredients play a crucial role in the detergent's effectiveness and performance. The use of eco-friendly and biodegradable ingredients is a growing trend in the market. The market is expected to grow in the coming years due to increasing consumer awareness and demand for eco-friendly and effective cleaning solutions. The market is also expected to be influenced by factors such as demographic shifts, technological advancements, and regulatory policies.

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What are the Key Data Covered in this Detergent Market Research and Growth Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the market growth and forecasting between 2024 and 2028
• Precise estimation of the size of the market  and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming market growth and trends and changes in consumer behaviour
• Growth of the market across North America, APAC, Europe, South America, and Middle East and Africa
• Thorough analysis of the market's competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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