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The laundry care market size is forecast to increase by USD 21.60 billion at a CAGR of 3.79% between 2023 and 2028. The market is undergoing significant transformations, with a focus on product innovation and portfolio extension. Traditional laundry care products are being gradually replaced by more advanced solutions. These new offerings include improved detergent formulations, enhanced fabric care technologies, and eco-friendly alternatives. Additionally, there is a growing trend towards packaging solutions that are more sustainable and user-friendly. Companies are investing in research and development to create packaging that reduces waste, is easier to transport, and provides better protection for the products inside. These shifts aim to cater to evolving consumer preferences and expectations, ensuring the market remains competitive and responsive to market demands.
Furthermore, convenience and efficiency are key factors driving the preference for liquid detergents and detergent pods, such as those offered by Procter and Gamble's Tide and Gain brands. Premium clothes consumers in the US, Canada, and Mexico prioritize purchasing innovative fabric softeners & conditioners for enhanced laundry performance. Additionally, Grabgreenhome offers products such as Stoneworks Laundry Detergent Pods.
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The market is evolving rapidly with a plethora of drivers, trends, and challenges. Detergent brands, fabric softeners, and stain removers are witnessing heightened competition. Consumers are gravitating towards convenient options like laundry pods and exploring diverse fragrances and enhancers. Eco-friendly products are gaining traction, reflecting growing environmental consciousness. However, challenges persist, including stringent laundry industry regulations and the need for innovation in laundry technology. Market segmentation is key, catering to various consumer preferences and needs. As the industry advances, maintaining laundry hygiene, optimizing packaging, and incorporating cutting-edge ingredients remain pivotal for sustained growth in this dynamic market. Disinfectants and sanitizers are essential components of laundry care, addressing consumer concerns over stains, dirt, and fabric condition. Organic source type is gaining popularity in the laundry care sector, with an increasing demand for organic laundry care products. These wash care products cater to the growing preference for eco-friendly and health-conscious alternatives. Stains and dirt are common challenges in laundry care, and various solutions are available to tackle these issues. Fabric softeners and conditioners further enhance the laundry experience, leaving clothes feeling fresh and soft. The online distribution channel, including ecommerce companies, has made it more convenient for consumers to access and purchase laundry care products from the comfort of their homes.
Product innovation and portfolio extension is notably driving the market growth. Companies are setting themselves apart by employing unique technologies, packaging designs, ensuring quality, and offering competitive pricing. This includes incorporating eco-friendly practices and utilizing natural ingredients, as highlighted in market analyses and reports. With a growing concern for health and environmental impact, consumers are gravitating towards organic and eco-friendly options, thereby influencing market trends positively.
Furthermore, major players in the industry, such as P&G, Kao, Church & Dwight, Henkel, and Unilever, have introduced by-productscontaining natural ingredients, albeit at a higher price point compared to conventional options, attributing to their advanced features and superior ingredient quality. These innovative characteristics are anticipated to steer market growth in the forthcoming years
The emergence of eco-friendly and sustainable products in laundry care is an emerging trend shaping the market growth. The market is witnessing a significant surge in the demand for laundry pods, with major companies in the United States introducing these products. Pods emerge as a convenient and efficient all-in-one solution for laundry needs, compatible with various washing machine types, as noted in market analysis and reports on market growth and trends.
Nevertheless, there exist apprehensions regarding the accessibility of these pods to children, particularly in nations like the US. Manufacturers are addressing this concern by introducing robust packaging that is challenging for children to open, as indicated in market research reports. Prominent market players, including P&G, Church & Dwight, and Henkel, are actively offering laundry pods, thereby reflecting the upward trajectory of the market and its future forecasting in the industry.
Balancing production cost, price, and quality of products are a significant challenge hindering market growth. This challenge looms large over both household and market growth dynamics. As the global market surges forward, it becomes imperative for manufacturers to continually introduce novel offerings within the laundry care spectrum, thereby gaining a competitive edge, all the while keeping a keen eye on prevailing market trends.
Nevertheless, manufacturers encounter hurdles in their quest to refine and elevate their production methodologies while ensuring adherence to stringent labeling, packaging, and quality benchmarks, underscoring the indispensable role of market research and growth analysis. Hence, manufacturers must optimize their production costs to align with their anticipated profit margins, constituting a pivotal aspect of their pricing strategy, while simultaneously upholding the superior quality of their offerings, thereby fueling market growth and forecasting.
Throughout the product manufacturing phase, manufacturers must navigate through an array of cost factors, including procurement expenses such as raw material outlays, logistics expenditures, and labor costs, all of which exhibit an upward trajectory on a global scale. Consequently, several major players on the global stage, such as Unilever and P&G, have opted to localize their manufacturing operations to churn out substantial quantities of pods utilizing low-margin commodity surfactants, thus mitigating the adverse impacts of escalating transportation and supply chain costs. Thus, the intricate task of balancing production costs to execute a robust pricing strategy, inclusive of anticipated profit margins, while simultaneously upholding stringent quality standards through efficient production processes, presents a formidable challenge for both global behemoths and local market contenders.
In the market, there's a growing awareness about hygiene and health among consumers. This has led to an increased demand for eco-friendly and scented laundry care, aligning with consumer preferences for sustainable options. With rapid urbanization and infrastructural developments, there's a surge in the acceptance of such products, as consumers prioritize healthier lives and address concerns about germs and dust. Manufacturers are meeting this demand by offering sustainable and eco-friendly laundry care solutions, catering to the evolving needs of consumers worldwide.
The offline segment remains a significant player in the market and is expected to maintain its share in the future. Various offerings are commonly sold through supermarkets, hypermarkets, convenience stores, and warehouse clubs, and there is a growing demand for eco-friendly alternatives.
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The segment offline segment was valued at USD 54.00 billion in 2018. The market is witnessing a rise in online distribution channels, due to the trend that can be attributed to the widespread availability of the internet and smart devices, which is leading to a shift in consumer preferences from offline to online shopping. Several companies are now offering their laundry care products through third-party online portals such as Amazon, Rakuten Commerce, and Alibaba Group. This shift is expected to reshape the online retailing landscape and provide growth opportunities for existing players who adopt an omnichannel strategy. Consumers are attracted to online shopping due to benefits such as cash on delivery options, convenient return policies, secure transactions, and a wider range of product options.
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APAC is projected to contribute 46% by 2028. Another region offering significant growth opportunities to companies is North America. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
In 2022, North America has accounted for a considerable share of the market. A considerable number of laundry care products in the region are sold through online channels. The US is the largest contributor to the market in North America, followed by Canada and Mexico. Consumers in the region focus on purchasing innovative and highly efficient laundry-care products such as liquid detergents, fabric softeners, and detergent pods. Liquid laundry detergents and detergent pods are highly preferred among consumers as they offer convenience and enhanced performance. Furthermore, the use of organic and eco-friendly laundry care products is an emerging trend among consumers in the US, as these products do not contain any toxic chemicals. Consumers who are concerned about their health and the environment have witnessed a high demand for such products.
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 Million" for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
The market experiences continuous growth, driven by market forecasting and consumer expenditure on organic products and eco-friendly goods. Consumers prioritize personal hygiene and seek organic home care products as sustainable alternatives with plant-based ingredients and sustainable packaging. In the realm of home care and consumer goods, the market occupies a significant segment. This market encompasses a range of products designed to ensure health and sanitary living, including home cleaning products like liquid detergent and capsules. Fragrance is a key consideration in this market, as consumers seek to infuse their laundry with pleasing aromas.
Moreover, with the rise of e-commerce, FMCG companies leverage digital marketing strategies on online platforms to promote laundry care products while addressing concerns such as the threat of consumption by children and the use of artificial colorants. Consumers show a growing preference for organic source types over synthetic laundry care products in both the liquid form segment and the e-commerce segment, favoring options like paper-based laundry detergent bottles.
Furthermore, increasing awareness about hygiene and health drives demand for scented laundry care products that offer quick results in maintaining fabric care and eliminating germs, filth, and other impurities. This trend is further fueled by rapid urbanization and infrastructural developments, leading to a preference for sustainable and eco-friendly laundry care products that promote healthier lives and sanitary living. These products cater to various needs, including premium clothes care, particularly among the young population, available through specialty stores, independent retail stores, company websites, and e-commerce platforms.
Industry Scope |
|
Report Coverage |
Details |
Page number |
171 |
Base year |
2023 |
Historic period |
2018 - 2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 3.79% |
Market growth 2024-2028 |
USD 21.6 billion |
Market structure |
USD Fragmented |
YoY growth 2023-2024(%) |
3.5 |
Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
Performing market contribution |
APAC at 46% |
Key countries |
US, China, Japan, Germany, and India |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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 |
Market dynamics |
Parent market analysis, Market Forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, 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 Opportunity/Restraints
11 Competitive Landscape
12 Competitive Analysis
13 Appendix
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