The global laundry detergent market was valued at USD 145 billion in 2020 and is expected to reach USD 230.1 billion by 2030 with a CAGR of 6.2%.
The rising penetration of washing machines in the developing economies is likely to be a key driver for demand over the forecast period. Furthermore, technological advancements are also likely to fuel growth.
The competition in the industry is highly concentrated in nature as the majority of market share is dominated by Proctor & Gamble. The industry analysis suggests that Procter & Gamble was the top leader in the U.S. industry capturing nearly half of the market share in 2016. The greater penetration of the company’s brands such as Tide and Gain has made it the undisputed leader in this category.
The rising prominence of e-commerce is expected to be the key factor driving product growth, especially among the working-class due to easy accessibility and convenience. The e-commerce platform is largely dominated by companies such as Amazon, Target, and Walgreen. It is expected e-commerce is emerging as the fastest-rising distribution channel.
The vendors in developed markets such as the U.S. are adopting product bundling strategies to increase shares in the market by offering bulk discounts on various products such as fabric softeners, liquid, and powder. In addition, vendors are also continuously adopting innovative marketing strategies to attract regional consumers.
The powder segment in the industry is expected to dominate the market over the forecast period. The product is expected to witness strong growth in developing economies such as China, India, Brazil, and others. Powder detergent is witnessing steady penetration in developing economies as consumers in the region prefer economical products. Also, a large section of the population is based in rural areas and prefer powder-based products over other products.
Liquid products are likely to grow at a higher rate in comparison to powder products owing to the large-scale adoption of the former in North America and the European detergent market. The use of liquid detergent in comparison to powder provides convenience and comfort to the consumer. In addition, liquid detergents are cheaper to manufacture and the margin is greater. The segment is estimated to register growth in its share from 25.7% in 2016 to 28% by 2030.
Fabric softeners are projected to penetrate the market at a steady rate. As per trends, fabric softeners have witnessed a decline in the last few years. Procter & Gamble is devising new methods of marketing to increase its sales in the fabric softeners segment. The demand for fabric softeners is expected to be driven by the increasing popularity of fragrant and natural laundry care products. Furthermore, the segment can capitalize on the lucrative opening in the underpenetrated or unpenetrated industry in developing economies. The segment share is projected to grow from 18.8% in 2016 to 20.4% by 2030.
The detergent tablets segment is likely to observe slow growth over the forecast period. The segment share is expected to decrease to 14% by 2030. The rising prominence of liquid products in developed economies and greater penetration of powder products are likely to act as restraints to the segment growth over the forecast period.
The household segment is expected to dominate the industry over the forecast period. The rising penetration of washing machines in developing economies is expected to drive growth over the predicted period. A number of vendors are attempting to expand their footprint by establishing manufacturing facilities in developing economies having huge potential in terms of revenue. This trend is further substantiated by the growing penetration of washing machines in developing countries. For instance, the number of washing machines in Chinese households grew by nearly 7% from 2010 to 2015. Similarly, fully automatic washing machines were largely preferred by consumers in India over semi-automatic washing machines. The demand for washing machines is generally higher in urban areas in comparison to rural areas.
The industrial or institutional segment is expected to grow at a steady rate over the forecast period. The segment is likely to account for nearly 43.4% by 2030. Industrial detergents are used as cleaning agents in various industries including textiles, paper, rubber, engineering, dry cleaning, hospitals, railways, hospitality, housekeeping, and others. The steady growth of the hospitality sector is likely to be the key catalyst for segment growth over the forecast period. The number of international tourists grew by 4.4% to reach 1.18 billion in 2015. Nearly 50 million or more tourists visited international destinations compared to 2014. The robust growth of the tourism industry has generated demand for the construction of new hotels. The growth in the construction of hotel rooms is anticipated to provide greater opportunities for the segment’s growth as more demand is expected to be generated due to more washing of linens.
APAC is likely to dominate the global market over the forecast period. The region is expected to grow from 34.9% in 2016 to 36.8% by 2030 and register growth owing to increased competition due to the rising popularity of regional brands. The rising competition among global and regional players is affecting the dynamics of the laundry detergent industry. For instance, key players such as Unilever and Procter & Gamble are losing their market shares in India due to the presence of strong regional players such as Rohit Surfactants Pvt. Ltd. and Nirma Limited. Detergent brands such as Rin, Surf, and Wheel owned by Unilever observed declining sales in 2016 owing to the growing prominence of regional brands in rural India.
Key players in the market include Procter & Gamble, Henkel AG & Co. KGaA, Chruch & Dwight Co. Inc., and Method Products, PBC, Unilever, Lion Corporation, Kao Corporation, Reckitt Benckiser Group plc.
Industrial or Institutional
The Middle East & Africa
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