Market Insight-Global Laundry Detergent Market Overview 2022
The Global Laundry Detergent Market Size Is Projected to Reach US$ 58.7 Billion by 2028, from US$ 43.3Billion in 2021, at a CAGR of 4.24% during 2022-2028.– Bossonresearch.com
Laundry detergent is a type of detergent (cleaning agent) used for cleaning dirty laundry (clothes). Laundry detergent is manufactured in powder (washing powder) and liquid form.
Worldwide, Laundry liquid is gradually replacing powdered detergents. In 2021, sales of powdered detergent measured 15 million metric tons, 10 million metric tons less than liquids. While liquid detergent is widely used in many Western countries, powdered detergent is popular in Africa, India, China, Latin America, and other emerging markets. Powders also hold significant market share in eastern Europe and in some western European countries due to their advantage over liquids in whitening clothes.
Figure Global Laundry Detergent Market Size
Source: Bossonresearch.com, 2022
Driving Factors
Demand growth in industrial and commercial sectors
Growth in the hospitality industry, rising franchising opportunities, rising internet penetration, faster economic development, lifestyles of busy people, and technological developments in the laundry industry are expected to drive the market.
Rising demand for laundry services due to convenience will boost market growth. On-demand services are primarily provided by mobile apps that allow customers to order laundry or dry cleaning, share preferences and request deliveries. The on-demand laundry service provider then picks up the customer's clothes and linens, cleans them and ships them back to the customer at the desired time. Customers automatically receive updates on pickups, estimated return dates and times, and total service rates.
The growth of tourism has contributed to the creation of the hospitality and hospitality industry. People travel from one place to another for different reasons such as business travel, pilgrimage, leisure, visiting relatives and friends, educational purposes, and access to reliable healthcare facility. Increase in demand for liquid laundry detergent in hotel room service is expected to drive the growth of the liquid laundry detergent market.
Industrial and institutional cleaning products, such as liquid laundry detergents, are designed to serve a broad and diverse market. These sectors include institutional laundry cleaning, clothing repair and more. Due to this, growing industrial and institutional sectors are expected to drive the market.
Innovative product launches
Manufacturers are accelerating the launch of innovative laundry detergent products. In addition to functions such as decontamination, cleaning, antibacterial and mite removal, color protection and anti-color transfer, soft and soft clothing materials, and multi-effect fragrance retention have also become considerations for consumers when purchasing clothes washing products. At the same time, this also requires enterprises to conduct in-depth research in terms of specialty, function, composition, and taste when producing products.
For example, as technology has improved, laundry detergent manufacturers are now using a new ingredient called canola oil (non-GMO), which has an advantage in its low sudsing properties. Suds are detrimental to the washing process and can result in a loss of about 50% of wash strength. Laundry detergents are formulated to pre-spray stubborn stains on clothes. It helps remove the toughest stains and provides an excellent clean.
Increased consumer hygiene awareness
The global laundry detergent industry is witnessing tremendous growth mainly due to rising concerns regarding people's health and hygienic living. Individuals' growing concern for personal hygiene and sanitation is leading to an increased adoption of healthy habits. This helps increase the use of household cleaning products such as laundry detergent. Growing emphasis on health and safety is driving the demand for laundry products that ward off germs and illnesses, effectively kill germs, and clean clothes effortlessly. Rapidly expanding home care industry is one of the factors driving the demand for cleaning products. Due to the outbreak of COVID-19, consumers are increasingly concerned about the trapping of microscopic pollutants and pathogens in clothing and other fabrics. While there is no proper evidence on transmission of the virus through cloth, lockdowns and stay-at-home compliance have set clear boundaries between the home and the outside world, but have also greatly increased concerns about bringing contaminants home from outside. "Clean" is now entangled with "safe" as consumers associate it with wiping out viruses and other unwanted microbes.
Increasing urbanization
Rising urbanization and rising disposable income coupled with rising consumerism are also driving the growth of the market.
Marketing activities of market participants
Rising marketing activities by major market players has led to rising awareness among consumers about laundry detergent products such as gels, pods, and liquids.
The popularity of automatic washing machines continues to increase
Fully automatic washing machines are expected to expand rapidly over the forecast period owing to ease of operation and less human intervention needed to operate the equipment. A fully automatic washing machine is equipped with a motor that has the ability to wash and spin on its own without any human intervention.
Furthermore, fully automatic washing machines are gaining popularity due to their ability to offer high energy efficiency and improved stain removal compared to semi-automatic products. Increasing scarcity of time to complete household chores is driving the demand for fully automatic washing machines. The transition from semi-automatic washing machines to fully automatic washing machines in the household segment is expected to drive the growth of the fully automatic washing machines industry. Rising demand for fully automatic washing machines and smart corded washing machines in emerging economies such as India, China, and Vietnam is driving the industry growth. The rise in the number of dual-income households with insufficient laundry time has boosted the growth of the industry.
Liquid detergent is best for fully automatic washing machines because of its smoothness and ability to work on colored loads. They are an ideal solution for hot and cold water as they dissolve easily. Compared to powders, they are easily soluble in water and do not become airborne as powdered detergents. They don't leave a white residue that sticks to clothes. Liquid laundry detergent dissolves easily in cold water when used in a washing machine, thereby providing effective cleaning with less energy consumption.
Hence, the increasing penetration of automatic washing machines in developed markets is exponentially boosting the growth of the laundry detergent market.
Adoption and growing popularity of natural or organic laundry detergent
The adoption and growing popularity of natural or organic laundry detergents is expected to drive the growth of the laundry detergents market. Unlike regular laundry detergents, organic laundry detergents are chemical-free. Also, organic detergents are made from natural ingredients that dissolve easily in water to provide effective laundry cleaning. It is soft on the fabric, provides a long life to the cloth, and uses less water. Hence, by providing effective cleaning and promoting sustainability, organic laundry detergent is expected to contribute to the growth of the laundry detergent market over the forecast period. In addition to their properties as powerful stain removers, laundry detergents are now also formulated to condition clothes, imparting exotic scents to clothes.
E-Commerce Platform Development
Cleaning products are the most typical fast-moving consumer goods, with the characteristics of low cost, high gross profit, and high repurchase, and are naturally suitable for e-commerce and live broadcast channels. Through the analysis of the two sub-categories of shampoo and conditioner and laundry detergent, we believe that there are more opportunities for new brands of cleaning products in online channels.
Rising prominence of e-commerce is expected to be a key factor driving product growth, especially among the working class owing to ease of access and convenience. E-commerce platforms are largely dominated by companies like Amazon, Target, and Walgreens. E-commerce is expected to be the fastest growing distribution channel.
End-use Insights
Rising consumer hygiene awareness is the key driver for the development of the laundry detergent market force. The global laundry detergent industry is witnessing tremendous growth mainly due to' rising concerns regarding people's health and hygienic-living. Individualsgrowing concern for-personal-hygiene and sanitation is-leading to-an increased adoption of healthy habits. This helps increase the use of household cleaning products such as laundry detergent Growing emphasis on health and safety is driving the demand for laundry products that ward off germs and illnesses, effectively kill germs, and clean clothes effortlessly. Rapidly expanding home care industryis one of the factors driving the demand for deaning products. Growing- demand- from industrial- and- commercial-sectors is also- driving the growth- of- the- market size Growth in the hospitality industry, rising franchising opportunities, rising internet penetration, faster economic development, lifestyles of busy people, and technological- developments in the-laundry industry are expected to drive the market. The increasing popularity of automatic washing machines has become another important driving force for the development of the laundry detergent market.
Global Laundry Detergent Market: Competitive Landscape
At present, the concentration degree of the global Liquid Detergent market is average, and the whole market is still in the midst of fierce competition. According to our calculations, in 2021, the indicators CR5 and HHI used to measure market concentration will be 61.36% and 10.44% respectively, slightly higher than the level in 2020, and will continue to grow in 2022. Marketing activities of major market players are on the rise. Manufacturers in the industry are stepping up spending on promotion and advertising to broaden product knowledge among new target audiences, mainly the middle class. Meanwhile, start-ups and established players operating in the global laundry detergent market are doing their best to supply laundry detergent during the shutdown.Key players in the market include Procter & Gamble, Unilever, Henkel, Kao Corporation, Liby, Nice Group Co., Ltd, Church & Dwight Co., Inc, Blue Moon, Lion, Reckitt Benckiser, The Clorox Company, Amway, Shanghai Hutchison White Cat Co. Ltd, Lonkey, Lam Soon, Norwex.
Key players in the Laundry Detergent Market include:
Procter & Gamble
Unilever
Henkel
Kao Corporation
Liby
Nice Group Co., Ltd
Church & Dwight Co., Inc
Blue Moon
Lion
Reckitt Benckiser
The Clorox Company
Amway
Shanghai Hutchison White Cat Co. Ltd
Lonkey
Lam Soon
Norwex
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