Laundry Care Market by Product, Distribution Channel, Product, and Geography - Forecast and Analysis 2023-2027

Laundry Care Market Forecast 2023-2027

The laundry care market is forecast to increase by USD 23.85 billion at a CAGR of 4.28% between 2022 and 2027. The market growth analysis indicates a rising trend in the demand for capsules in the home and market. This demand surge is fueled by consumer preferences for convenient and efficient solutions like laundry pods, suitable for various washing machine types. Companies like P&G, Church & Dwight, and Henkel are actively responding to consumer demand by introducing innovative Wash & care products containing natural ingredients.

However, concerns persist regarding the accessibility of these pods to children, prompting manufacturers to implement robust packaging solutions. Despite these challenges, the acceptance of laundry care products remains high, driven by a growing concern for health and the environment. Market analyzes underscore the importance of product innovation and eco-friendly practices in driving market growth and meeting evolving consumer concerns.

Market Overview

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The market is experiencing significant growth driven by increasing consumer expenditure and demand for home cleaning products. There's a notable shift towards eco-friendly and organic options in laundry detergents, fabric softeners, and wash & care products, reflecting a growing preference for sustainable alternatives. E-commerce platforms play a pivotal role in expanding market reach, offering consumers convenient access to a wide range of laundry care products, including liquid detergents and capsules, with sustainable packaging options becoming increasingly prevalent.

Market Segmentation

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 products, 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.

By Distribution Channel

The offline distribution channel remains a significant player in the market and is expected to maintain its share in the future. Various laundry care products 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 52.84 billion in 2017 and continued to grow until 2021. 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.

Key Regions for the Market

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APAC is projected to contribute 47% by 2027. 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.

Market Dynamics and Customer Landscape

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

Key Market Drivers

The industry is experiencing growth propelled by product innovation and expansion of product portfolios. 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. Major players in the industry, such as P&G, Kao, Church & Dwight, Henkel, and Unilever, have introduced products containing 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

Significant Market Trend 

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 report 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.

Major Market Challenge 

The primary obstacle hindering the expansion of the market lies in striking a balance between production costs, pricing strategies, and product quality. 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.

Market Customer Landscape

The 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 growth strategies.

Global Market Customer Landscape

Company Overview

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.

• Key Offering- Unilever PLC - The company offers products under its brand's Comfort, OMO. The company also offers fabric cleaning products, home cleaning products, and air and water purification. Additionally, under the beauty and personal care segment, the company offers hair care, skin cleansing, deodorants, skincare, and skin care products along with other beauty and personal care products.
• Key Offering-  Lion.co.jp- The company offers products under its brand Essence.
• Key Offering- Grabgreenhome- The company offers products such as Stoneworks Laundry Detergent Pods.

The report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including:

• Amway Corp.
• Church and Dwight Co. Inc.
• Colgate Palmolive Co.
• 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.
• Unilever PLC
• Venus Laboratories Inc.

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.

Market Analyst Overview

The laundry care 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.

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.

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.

Segment Overview

The report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027. 

• Distribution Channel Outlook 
  • Offline
  • Online
• Product Outlook
  • Laundry detergent
  • Fabric softener
  • Others
• Region Outlook
  • APAC
    • China
    • India
  • North America
    • The U.S.
    • Canada
  • Europe
    • The U.K.
    • Germany
    • France
    • Rest of Europe
  • South America
    • Brazil
    • Argentina
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa

Market Scope
Report Coverage	Details
Page number	165
Base year	2022
Historic period	2017-2021
Forecast period	2023-2027
Growth momentum & CAGR	Accelerate at a CAGR of 4.28%
Market growth 2023-2027	USD 23.85 billion
Market structure	Fragmented
YoY growth 2022-2023(%)	3.4
Regional analysis	APAC, North America, Europe, South America, and Middle East and Africa
Performing market contribution	APAC at 47%
Key countries	US, China, Japan, India, and Germany
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., 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., Unilever PLC, and Venus Laboratories Inc.
Market dynamics	Parent market analysis, 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 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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What are the Key Data Covered in this market Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the market between 2023 and 2027
• Precise estimation of the size of the market trends and analysis and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming trends and changes in consumer behavior
• Growth of the market industry across APAC, North America, 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 Laundry Market Segments companies

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