Liquid Detergent Market - Growth, Trends, COVID-19 Impact, and Forecasts (2023-2028)

The liquid detergent market is projected to register a CAGR of 6.25% during the forecast period.

Increasing consumer engagement in personal hygiene and cleanliness influences the demand for liquid detergents worldwide. Liquid detergents are emerging as the convenient form of laundry detergent as they easily dissolve in water and offer effective cleaning with less energy consumption. The popularity of organic liquid detergents has been witnessed higher among the health-conscious population owing to their chemical-free nature. This, in turn, encourages the manufacturers to formulate detergents using natural ingredients. For instance, Puracy developed its first stain removal using six plant-based enzymes. The product is specially formulated for allergy sufferers and the sensitive skin population.

Furthermore, the growing number of urbanizations coupled with the increasing usage of washing machines and dishwashers for convenient washing is accelerating the sales of liquid detergent in the market. Subsequently, the millennials spending on household care products is gradually increasing, and hence the liquid detergent manufacturers have begun to reshape their marketing strategies to cater to the growing demand. Moreover, consumers can choose a product from a wide variety of liquid detergents marketed by key brands in convenient and attractive packaging formats.

Additionally, the crisis of COVID-19 fuelled the demand for liquid detergents as consumers were highly focused on preventive measures and hygiene practices to reduce the impact of the virus.

Liquid Detergent Market Trends

Increased Dependency on Washing Machines

With increasing urbanization, consumers are elevating their lifestyles to experience comfort in their household chores. As a result, the sales of washing machines have been rising among the population because these electronic products provide consumers with a comfortable wash of clothes. For instance, according to the data estimated by the National Bureau of Statistics of China, the number of washing machines per 100 households has been estimated as 96.7 in 2020, a rise when compared with the scenario of 2015 (86.4 per 100 households). Furthermore, the rising utilization of electronic washing utilities among consumers has escalated the growth of liquid detergent, as it is configured with the functionalities of washing machines and easily dissolves in cold and hot water. In addition, the demand for fully automated washing machines is rising among global consumers due to the ease of operation and less human interference. Liquid detergents are suitable for fully automated washing machines owing to their smoothness and ability to work well on colored loads. The growing adoption of fully automated washing machines is positively impacting the sales of liquid detergents. On the other hand, the growing number of laundry startups worldwide is further increasing the growth of the liquid detergent market.

Asia-Pacific is the Fastest Growing Region

The Asia-Pacific region is expected to witness strong market growth over the forecast period owing to the rise in per capita income associated with urban lifestyle. Moreover, the increasing penetration of washing machines with easy access to detergent products through retail channels is also a factor driving the growth of the market studied. The Asian population widely used powdered detergent for washing purposes. However, in recent years, consumers are largely opting for liquid detergents owing to the increasing awareness about the benefits of the products in terms of less foaming and easy dissolving property. Consequently, the growing adoption of online shopping among the Asian population is further driving the sales of liquid detergent in the online retail channel. This, in turn, encourages manufacturers to introduce their brands in online retail stores. For instance, in August 2021, Godrej Consumer Products Limited (GCPL) launched its digital-first brand Genteel in the detergents categories in India. According to the company’s statement, detergent products can be purchased only through e-commerce platforms.

Liquid Detergent Market Competitor Analysis

The liquid detergent market is highly competitive in nature, with the presence of domestic and international players. Further, due to the presence of these players, market volatility has been rising. Therefore, the players are focusing on different marketing strategies, such as new product development. For instance, in 2022, the ‘all free’ clear brand launched its ultra-concentrated version of eco-liquid laundry detergent in a new eco bottle made from 100% recycled plastic. Additionally, some of these players are also focusing on mergers and acquisitions to sustain their market position. The major players who are consolidating their position at the top are Unilever PLC, Procter & Gamble Company, Johnson & Johnson, Church and Dwight Company, and Henkel AG & Co. KGaA.

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