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

Liquid Detergent Market Forecast 2024-2028

The liquid detergent market size is forecast to increase by USD 18.92 billion, at a CAGR of 6.77% between 2023 and 2028. Growing online sales and aggressive marketing strategies by companies have notably driven market growth analysis. The growth of the online retail sales channel, coupled with the adoption of the multi-channel business model, has contributed to the growth of the hospitality sector. The market witnessed the introduction of various online and app-based grocery sellers and suppliers that provide a wide range of products at discounted prices. These online and app-based grocery sellers have raised the washing machine penetration and increased the familiarity of a variety of cleaning products at discounted prices. Companies (such as Procter and Gamble Co.) are adopting omnichannel marketing by introducing their shopping websites. Many e-retailers have introduced mobile applications that increase the prospects of online shopping. Rising demand for ultra-concentrated liquid detergents is an emerging trend shaping market growth analysis.

Concentrated liquid detergent products are usually referred to as ultra-concentrated products and offer beneficial formulations. These are less diluted than traditional liquid detergents. They are environment-friendly due to the low requirement of packaging material and energy consumption during their manufacturing process. As these concentrated liquid detergents are packaged and supplied in small bottles, they require less packaging materials such as plastic. This reduces waste for recycling, thereby having a lower impact on the environment. Sweat and bad odour are effectively removed with the use of fully automatic machines, especially for colored loads, enhancing overall cleanliness.

Overview Market

To learn more about this report, Download Report Sample

Industry Segmentation Analysis

Market Segmentation by Distribution Channel

The market research report growth by the offline segment will be significant during the forecast period. The offline distribution channel segment includes hypermarkets, supermarkets, clubhouse stores, convenience stores, drugstores and pharmacies. In 2023, this segment constituted the largest share, as stores such as hypermarkets and supermarkets offer a variety of brands and stock-keeping units (SKUs) at competitive prices. Popular hypermarkets, supermarkets, and clubhouse outlets offering liquid-detergent include Walmart and Costco Wholesale Corp.

For a detailed summary of the market segments Request for Sample Report

The offline segment was the largest and was valued at USD 33.03 billion in 2018. The increasing penetration of supermarkets and hypermarkets across the world is driving the growth of the segment. Increasing disposable income and rapid urbanization are shifting consumers buying preferences from neighborhood convenience stores to supermarkets and hypermarkets. Moreover, new product launches and a rise in marketing and promotional spending by vendors have resulted in innovative and attractive displays at offline points of sales. These activities increase awareness about brands and product offerings and make such products preferable among consumers. Hence, these factors will propel the growth of the offline segment in the market during the forecast period.

The online segment includes e-commerce platforms and websites of vendors. Online distribution channels are relatively new compared with offline distribution channels and have grown rapidly since 2014. Retail sales through online platforms increased by around 19% in 2020. Online channels also offer a cash-on-delivery (COD) option to their customers, which is one of the major growth drivers for the segment. The online purchase of liquid-detergent is prevalent among employed consumers due to the high awareness of the benefits of these products. Other factors that drive the growth of the segment are easy and convenient return policies, centralized and efficient customer service, and 24/7 shopping convenience. These factors will accelerate the growth of the market during the forecast period.

Market Segmentation by Product

Liquid laundry detergent is a liquid cleansing agent that differs from soap or powder detergent but can emulsify oils and hold dirt in suspension. It is used for washing clothes. For example, Unilever PLC offers liquid detergents such as Surf Excel Matic Laundry Liquid Detergent and OMO Auto Liquid Detergent. This demand for liquid laundry detergent stems from its increased adoption, especially in developed countries such as the US, Canada, and the UK, due to the rising urban lifestyles and awareness of their benefits. However, liquid laundry detergent occupies the maximum market share due to ease of use and high adoption in developed countries of North America and Europe. These factors are expected to drive the demand for liquid laundry detergent and contribute to the growth of the market during the forecast period.

Dishwashing liquid, often known as a dishwasher, is a liquid dishwashing detergent. It is often a highly foamy surfactant mixture that causes low skin irritation compared with other forms of detergent. It is mostly used in a sink or bowl for the handwashing of glasses, plates, cutlery, and kitchen utensils. The liquid dishwashing detergent segment is expected to grow at a faster rate than the liquid laundry detergent segment during the forecast period. This is due to the vendors continuously introducing variations in their products and extending their portfolio. These increased and varying product offerings heighten the adoption of liquid dishwashing detergent. These factors are expected to drive the demand for liquid dishwashing detergent and drive the market during the forecast period.

Regional Analysis Market 

Get a glance at the market share of various regions View PDF Sample

North America is estimated to contribute 33% to the growth of the global market research and growth during the forecast period. Technavio's analysts have provided extensive insight into the market forecasting, detailing the regional trends and drivers influencing the market's trajectory throughout the forecast period. The liquid-detergent market in North America is expected to grow at a steady infection rate. Negligible accumulation of fabrics is one of the key advantages of using liquid-detergents and one of the main factors increasing the demand for liquid detergents in the region. The presence of key vendors such as Church and Dwight Co. Inc., Colgate Palmolive Co., S.C. Johnson and Son Inc., Clorox Co., and Procter and Gamble Co. supports the dominance of the region in the market during the forecast period.

Market Dynamics and Customer Landscape 

The Liquid Detergent Market is being propelled by the growing online sales and aggressive marketing strategies, emphasizing convenience and effectiveness in cleaning fabrics. A significant trend in this market is the rising demand for ultra-concentrated liquid detergents, reflecting consumer preferences for products that offer superior soil removal while reducing water and energy consumption.

However, the industry faces challenges such as low penetration of liquid-detergents, particularly in regions where traditional forms like powder and tablets are more prevalent. With a focus on promoting personal hygiene and cleanliness, liquid detergents cater to diverse needs, addressing concerns such as dirt, sweat, and bad odour effectively. Strategies such as brand awareness through social media platforms and celebrity endorsements contribute to market growth, particularly in developing economies. Despite concerns over pollution and environmental impact, the availability of liquid-detergents through various distribution channels including supermarkets/hypermarkets and convenience stores ensures accessibility to consumers seeking convenience and efficiency in their laundry routines.

Key Market Driver

Growing online sales and aggressive marketing strategies by companies have notably driven market growth. The growth of the online retail sales channel, coupled with the adoption of the multi-channel business model, has contributed to the growth of the market. The market witnessed the introduction of various online and app-based grocery sellers and suppliers that provide a wide range of products at discounted prices. These online and app-based grocery sellers have raised the penetration and increased the familiarity of a variety of liquid-detergents. Companies (such as Procter and Gamble Co.) are adopting omnichannel marketing by introducing their shopping websites. Many e-retailers have introduced mobile applications that increase the prospects of online shopping.

Moreover, product assortments offered by online channels are much wider than those provided by traditional channels, which gives consumers easy access to a wide array of products. The online retail mode helps vendors save on operating costs and overheads. This growth in online retailing of home care products and aggressive marketing will increase the demand for liquid-detergents during the forecast period.

Significant Market Trends 

Rising demand for ultra-concentrated liquid detergents is an emerging trend shaping market growth. Concentrated liquid detergent products are usually referred to as ultra-concentrated products and offer beneficial formulations. These are less diluted than traditional liquid detergents. They are environment-friendly due to the low requirement of packaging material and water during their manufacturing process. As these concentrated liquid-detergents are packaged and supplied in small bottles, they require less packaging materials such as plastic. This reduces waste for recycling, thereby having a lower impact on the environment. 

Moreover, one of the most popular concentrated liquid-detergents is OMO Ultra Concentrated Liquid by Unilever. This has led various companies, such as Henkel, to capitalize on the market by launching products in this segment. The Sun Ultra Concentrated Clean and Fresh Liquid Laundry Detergent by Henkel is another popular high-concentrate liquid detergent product. This growing demand for concentrated liquid-detergent and, consequently, the rising number of concentrated liquid-detergent offerings are expected to contribute to the market during the forecast period.

Major Market Challenge 

Low penetration of liquid detergents in developing regions is a significant challenge hindering market growth. This can limit market growth. Moreover, the penetration of branded detergents for laundry and dishwashing is low in developing countries, thereby affecting the demand for liquid detergents. The other forms of detergents that are readily used for cleaning clothes in rural areas are powder and bars, while consumers prefer soap for dishwashing. In extremely rural areas, mud is also preferred for dishwashing instead of detergent. In most countries of APAC and MEA, the need for liquid-detergent has still not been realized. Customers in these regions are price-sensitive and demand products that serve multiple purposes.

However, the large population base of these developing regions gives vendors better growth potential. Due to high pollution and warm temperatures in these regions, customers prefer washing clothes regularly at home. Hence, liquid-detergent becomes expensive for daily use. Therefore, this can hinder the adoption of liquid-detergent, which can negatively affect market growth during the forecast period.

Key Players in the Market

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.

• Key Offering- BASF SE: The company offers liquid-detergents such as Tinolux BMC Liquid laundry detergents, and Trilon M Liquid dishwashing detergent.
• Key Offering- Church and Dwight Co. Inc.: The company offers liquid-detergents such as ARM and HAMMER Plus OxiClean, Fresh Scent, Stain Removing High-Efficiency liquid-laundry detergent, ARM and HAMMER Plus OxiClean, Clean Meadow, Stain Removing High-Efficiency liquid laundry detergent, OxiClean liquid-laundry detergent.

The market growth and forecasting report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:

• Acuro Organics Ltd.
• Amway Corp
• Bombril SA
• Colgate Palmolive Co.
• Galaxy Surfactants Ltd.
• Godrej Consumer Products Ltd.
• Henkel AG and Co. KGaA
• Johnson and Johnson
• Kao Corp.
• Lion Corp.
• McBride Plc
• Oxiteno SA
• Reckitt Benckiser Group Plc
• S.C. Johnson and Son Inc.
• Saraya Co. Ltd.
• Tetra Laval SA
• The Procter and Gamble Co.
• Unilever PLC

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.

Emerging Markets and Customer Landscape 

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

Market Analyst Overview

The market offers a wide array of options to cater to diverse cleaning fabrics and requirements. Available in various forms such as gel and tablets, liquid detergents utilize anionic and non-ionic surfactants to ensure effective soil removal and stain removal in washing machines.

With a focus on health and safety, liquid detergents combat germs and diseases, contributing to personal hygiene and overall cleanliness. Particularly crucial for double-income households with limited time requirements, liquid detergents offer energy efficiency and convenience, reducing human interference in the washing process.

For the industrial & institutional industry, liquid-detergents play a vital role in maintaining hygiene standards in hotels, healthcare facilities, and the textile industry. With increasing concerns about phosphates and eutrophication, the market sees a shift towards phosphate replacement and organic liquid detergents, catering to allergy sufferers and those with sensitive skin.

Available through various retail channels including supermarkets/hypermarkets and online stores, liquid-detergents come in organic and conventional forms, meeting the needs of residential and commercial users alike. As lifestyles evolve and brand awareness grows through social media platforms and celebrity endorsements, the liquid-detergent market continues to adapt, offering innovative solutions for cleaning, comfort, and odor removal in changing environments and developing economies.

Segment Overview

The market analysis and report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2018 to 2028. 

• Distribution Channel Outlook
  • Offline
  • Online

• Product Outlook
  • Liquid-laundry detergent
  • Liquid-dishwashing detergent

• Region Outlook
  • North America
    • The U.S.
    • Canada
  • South America
    • Chile
    • Brazil
    • Argentina 
  • Europe
    • The U.K.
    • Germany
    • France
    • Rest of Europe
  • APAC
    • China
    • India
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa

Market Scope
Report Coverage	Details
Page number	169
Base year	2023
Historic period	2018-2022
Forecast period	2024-2028
Growth momentum & CAGR	Accelerate at a CAGR of 6.77%
Market Growth 2024-2028	USD 18.92 billion
Market structure	USD Fragmented
YoY growth 2023-2024(%)	6.37
Regional analysis	North America, APAC, Europe, South America, and Middle East and Africa
Performing market contribution	North America at 33%
Key countries	US, Canada, China, UK, and Germany
Competitive landscape	Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks
Key companies profiled	Acuro Organics Ltd., Amway Corp., BASF SE, Bombril SA, Church and Dwight Co. Inc., Colgate Palmolive Co., Galaxy Surfactants Ltd., Godrej Consumer Products Ltd., Henkel AG and Co. KGaA, Johnson and Johnson, Kao Corp., Lion Corp., McBride Plc, Oxiteno SA, Reckitt Benckiser Group Plc, S.C. Johnson and Son Inc., Saraya Co. Ltd., Tetra Laval SA, The Procter and Gamble Co., and Unilever PLC
Market dynamics	Parent market trends and analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the 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.

BUY NOW Full Report and Discover more

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

• CAGR of the market report during the forecast period
• Detailed information market analysis and report on factors that will drive the growth of the market between 2024 and 2028
• Precise estimation of the market share 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 across North America, APAC, Europe, South America, and Middle East and Africa
• A 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

We can help! Our analysts can customize this market research report to meet your requirements. Get in touch