| Study Period | 2019 - 2030 |
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| CAGR | 6.25 % |
| Fastest Growing Market | North America |
| Largest Market | Asia-Pacific |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Liquid Detergent Market Analysis
The Liquid Detergent Market is expected 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.
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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.
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Liquid Detergent Industry Overview
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.
Liquid Detergent Market Leaders
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Unilever PLC
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The Procter & Gamble Company
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Johnson & Johnson
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Church and Dwight Company
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Henkel AG & Co. KGaA
- *Disclaimer: Major Players sorted in no particular order
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Liquid Detergent Market News
- May 2022: Breeze, a brand under Unilever PLC, launched its new product called 'Breeze Detergent.' The new product features a diluted formula and comes in a 500 ml container that can be added to 2.5 liters of water, which can be utilized by consumers for more than 60 washes.
- May 2022: Procter & Gamble (P&G) expanded its liquid detergent business by setting up a liquid detergent manufacturing unit in Hyderabad, India. The company invested an amount of USD 2.51 billion.
Liquid Detergent Industry Segmentation
Liquid detergents are a mixture of surfactants that are used for effective cleaning action. The liquid detergents market is segmented by type, application, and geography. By type, the market is segmented into organic liquid detergent and conventional liquid detergent. By application, the market is fragmented into laundry and dishwashing. By distribution channel, the market is segmented into supermarkets/hypermarkets, convenience stores, online stores, and other distribution channels. It provides an analysis of emerging and established economies across the world, comprising North America, Europe, South America, Asia-Pacific, and Middle East and Africa. For each segment, the market sizing and forecasts are provided in terms of value in USD million.
| Type | Organic Liquid Detergent |
| Conventional Liquid Detergent | |
| Application | Laundary |
| Dishwashing | |
| Distribution Channel | Supermarkets/Hypermarkets |
| Convenience Stores | |
| Online Stores | |
| Other Distribution Channels |
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Liquid Detergent Market Research FAQs
What is the current Liquid Detergent Market size?
The Liquid Detergent Market is projected to register a CAGR of 6.25% during the forecast period (2025-2030)
Who are the key players in Liquid Detergent Market?
Unilever PLC, The Procter & Gamble Company, Johnson & Johnson, Church and Dwight Company and Henkel AG & Co. KGaA are the major companies operating in the Liquid Detergent Market.
Which is the fastest growing region in Liquid Detergent Market?
North America is estimated to grow at the highest CAGR over the forecast period (2025-2030).
Which region has the biggest share in Liquid Detergent Market?
In 2025, the Asia-Pacific accounts for the largest market share in Liquid Detergent Market.
What years does this Liquid Detergent Market cover?
The report covers the Liquid Detergent Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Liquid Detergent Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
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Liquid Laundry Detergent Industry Report
Statistics for the 2025 Liquid Detergent market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Liquid Detergent analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.
