"Innovative Market Solutions to Help Businesses Make Informed Decisions"

Liquid Laundry Detergent Market Size, Share & COVID-19 Impact Analysis, By Application {Household, Industrial & Institutional (Laundry & Dry Cleaning Service, Hotels & Other Lodging, Healthcare, Textile Industry, Others), and Regional Forecast, 2021-2028

Region : Global | Format: PDF | Report ID: FBI102962



Play Audio Listen to Audio Version

The global liquid laundry detergent market size was USD 21.02 billion in 2020 and is projected to grow from USD 22.24 billion in 2021 to USD 32.99 billion in 2028 at a CAGR of 5.8% during the 2021-2028 period. North America dominated the global market with a share of 33.01% in the year 2020.

The sudden incline in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over. The global impact of COVID-19 has been unprecedented, with the product witnessing a positive demand across all regions amid the pandemic. Based on our analysis, the global market exhibited a growth of 5.85% in 2020.

Laundry detergent is a product that contains surfactants and other ingredients, and is used in the process of cleaning fabrics. Laundry detergents come in a variety of products including powder, tablets, liquids, gel, and other forms. Most of the liquid laundry detergent formula is based on surfactants that extract and clean soil from the fabric. For optimal efficiency, a mixture of anionic and non-ionic surfactants is widely used. It comprises one or more surfactants formulated with other components to improve detergence, where soil removal is difficult. This is the result of strong attraction of soil to the tissue, low penetration, and adsorption of surfactant molecules to soil and tissue interface.

COVID-19 Pandemic to Surge Demand for Laundry Liquid Detergents.

Increasing infection rate of the COVID-19 pandemic is a matter of concern. Increasing emphasis on health and safety is driving demand for laundry products that protect from germs and diseases, kill germs effectively, and clean clothes effortlessly. The rapidly expanding household care industry is one of the factors driving the demand for cleaning products. Due to the breakout of COVID-19 consumers are increasingly concerned regarding the trapping of microscopic contaminants and pathogens in clothes and other fabrics. Though there is no proper evidence regarding transmission of virus through cloth the lockdown and stay-at-home compliance has set clear boundaries between home and outer world but also significantly increased the concern of carrying contaminants home from outside.


Request a Free sample to learn more about this report.

Increasing Demand for Liquid Laundry Detergent is Boosting Market Growth

Powder laundry detergent is finicky with water temperature. In a cold-water environment, some powder will not dissolve, most notably in high-efficiency (HE) washers. In a cold water setting, using them may require extra laundry time, thus leaving stains on clothes with bits of undissolved detergent. The liquid detergent works well in cold, dry, and hot water. Also, it is easy to use and creates less waste when used which is likely to create opportunities for the market. The formula of the liquid detergent works to remove tough stains inside the machine in one wash, particularly grease stains.

Consumers had to compromise between removing stains and holding colored light with powder detergents. Whereas, liquid laundry detergent eliminates the issue by retaining colors and removing stains effectively. The product can also be used to pretreat clothes before washing, to ensure quick removal of stains. Another advantage with the product is its ability to dissolve at lower temperatures. Increasing awareness of liquid detergent's benefits over powder laundry is expected to boost market progress.


Growing Demand for Fully Automated Washing Machine is Driving Market

Washing machine's ease of use and lesser time requirement is likely to boost market growth. A fully automatic washing machine is expected to expand at a rapid pace during the forecast period due to ease of operation and the need for less human interference for the operation of the device. A fully automated washing machine is fitted with a single motor that has the ability to both wash and whirl, which is achieved on its own without any manual intervention.

Moreover, the fully automated washing machine is gaining popularity due to its ability to provide high energy efficiency and improved stain removal compared to semi-automatic products. Rising scarcity of time for completing household chores is fueling the demand for fully automatic washing machines. The transition from semi-automatic to fully automated washing machines in the household sector is projected to drive the fully automated washing machine industry. Increasing demand for a fully automated washing machine and smartly wired washer in emerging economies such as India, China, and Vietnam is fueling the industry. The increased number of double-income households with inadequate laundry time has contributed to the growth of the industry.

Liquid detergents are most suitable for fully-automatic washing machines, because of its smoothness and ability to work well on colored loads. They are an ideal solution for both hot and cold water as they dissolve easily. As compared with powders, they dissolve easily in water and do not become airborne as a powdered detergent. They do not produce white residue that sticks to your clothing.

Growing Industrial & Institutional Industry is Driving Demand

Growing population and increasing tourism activities have been key factors for the increasing product demand. Also, the market development is attributed to the increasing usage of laundry facilities across developing countries. Growth in the hospitality sector, increasing franchising opportunities, increased internet penetration, faster economic development, busy people's lifestyles, and technical developments in the laundry sector is expected to drive the market progress. The growing demand for on-demand laundry services due to the convenience shall foster market growth.

On-demand services are delivered predominantly by mobile apps, which allow customers to order laundry services or dry cleaning, share preferences, and request delivery. On-demand laundry service providers then pick up customers' clothes and sheets, and clean them and send them back to customers at the desired time. The customers automatically receive updates about the pick-up, expected drop-off date and time, and total service rate. Travel and tourism industry growth have been instrumental in the creation of the hospitality industry and the hotel sector.

For different reasons, people travel from one location to another, such as business trips, pilgrimages, leisure, visits to family and friends, educational purposes, and access to reliable health care facilities.  Increasing demand for liquid laundry detergent for housekeeping in hotels is expected to drive the liquid laundry detergent market growth.

Industrial & institutional cleaning products such as liquid laundry detergent are designed to meet the needs of a wide and diverse market. The segments include institutional laundry cleaning, garment repair, and others. Therefore, growing industrial & institutional industries is projected to drive the market.


Use of Phosphate Detergent in May Hinder Market Growth

Phosphate detergents are used for softening rough water and retaining waste. The detergent industry's greatest environmental problem has been the use of phosphates as builders. Phosphorus, the primary constituent of phosphates, is a non-toxic element that acts as a plant life nutrient. It was assumed that the overabundance of phosphorus in the ecosystem leads to the advanced eutrophication of thousands of water-bodies. Overabundance of nutrients in aquatic environments such as phosphorus leads to eutrophication. Highly elevated levels of nutrients cause an overgrowth of algae which consumes all of the water's oxygen, asphyxiating fish, and other water life.

Phosphate replacement Nitrilotriacetic Acid (NTA), known to cause cancer in animals, and to interact with metal ions in drinking water to increase the risk of birth defects, was also of concern. The use of phosphate detergent in the liquid detergent is likely to hamper the growth of the market.


By Application Analysis

To know how our report can help streamline your business, Speak to Analyst

Household Segment to Account for Major Share Over Forecast Period

In terms of application, the market is segmented into household, and industrial & institutional. The global industrial & institutional segment is further sub-segmented into laundry & dry cleaning service, hotel & other lodgings, healthcare, textile industry, and others. The household segment constituted the key share of the global market and is likely to expand at a rapid pace during the forecast period. Rising washing machine penetration in developed economies is projected to drive the growth of the market. A variety of vendors are seeking to expand their reach by setting up manufacturing facilities in developed economies with massive revenue potential.

The growing prevalence of washing machines in the household in China, India, Indonesia, Mexico, South Korea, South Africa, and Poland further underpins this phenomenon. For example, consumers in India have favoured fully automatic washing machines over semi-automatic washing machines.

Industrial liquid detergents are used in various industries as cleaning agents including textiles, dry cleaning, hospitals, hospitality, and others. The steady growth of the hospitality sector is likely to be the primary driver for the industrial & institutional segment. International tourist numbers have increased and more visitors have visited foreign destinations. The rapid growth of the tourism industry is expected to boost the demand for the hotel industry. Growth in hotel construction is projected to provide greater opportunities as more demand is anticipated to be created as a result of more linen washing.


North America Liquid Laundry Detergent Market Size, 2020 (USD Billion)

To get more information on the regional analysis of this market, Request a Free sample

The North America market size was valued at USD 6.94 Billion in 2020. North America held the major share of the global market. This region's market is characterized by a high degree of consumerism within the hospitality and textile industries. In recent years, the adoption of a healthy lifestyle coupled with the increasing concern for home care hygiene has been one of the main drivers for the market in the region. Well-established real estate market, household spending, and housing unit growth are some of the factors attributing to the growth of the market.

Europe held a significant liquid laundry detergent market share in the global market because of the high demand from household applications. Increasing disposable income and high expenditure on lifestyle and health is promoting growth. Moreover, development and adoption of bio-based liquid detergents are expected to provide significant boost to the market.

Asia Pacific is expected to expand at a rapid pace during the forecast period due to product awareness and increasing industrial investment in emerging markets such as India and China. An increase in household income, a rise in middle-class population, rapid urbanization, and a rise in demand for the washing machine in the region is expected to boost the growth of the market.

Latin America is expected to show growth by the end of the forecast period. Increasing awareness among consumers regarding health and hygiene is one of the key factors driving growth in the South American region.

To know how our report can help streamline your business, Speak to Analyst

The Middle East and Africa is anticipated to show considerable growth owing to the increasing demand from the hospitality segment. Increasing tourism activities in countries such as UAE, Kuwait, Oman, and Saudi Arabia is driving the demand for liquid laundry detergents.


Key Players to Focus on Expanding Their Existing Production Capacities

With increasing demand and utilization of the highly-versatile liquid laundry detergent, key manufacturers are investing to expand their production capacities globally. Henkel AG & Co. KGaA, Procter & Gamble, Unilever, and Kao Corporation are some of the key players

Major market players are engaged in research and development for producing superior quality products. Furthermore, the companies are promoting strategic partnerships to improve the company's R&D efforts. The businesses put great emphasis on increasing the area of service to raise the market share and boost the company's revenues. Companies are dedicated to introducing new goods to suit the growing trends in consumers.


  • Procter & Gamble (U.S.)

  • Unilever (U.K.)

  • Lion Corporation (Japan)


  • Henkel AG & Co. KGaA (Germany)

  • Church & Dwight Co., Inc. (U.S.)

  • Reckitt Benckiser Group plc. (U.K.)

  • Wipro Consumer Care and Lighting (India)

  • Seventh Generation Inc. (U.S.)

  • Guangzhou Blue Moon Industrial Co., Ltd. (China)


  • June 2021: Tide, a brand product of Procter & Gamble to design the laundry detergent for space applications. The company signed the space act agreement with NASA to explore the development of cleaning solutions for astronauts.

  • May 2020: Henkel, a German consumer goods producing company announced more hygiene related products to combat COVID-19.


An Infographic Representation of Liquid Laundry Detergent Market

To get information on various segments, share your queries with us

The global liquid laundry detergent market research report provides both qualitative & quantitative insights into the global market. Quantitative insights include the global market sizing in terms of value (USD Billion) & volume (Kilo Tons) across each segment, sub-segment, and region profiled in the scope of the study. Also, the report covers market share analysis and growth rates of segment, sub-segment, and key countries across each region. Qualitative insight covers elaborative market analysis of drivers, restraints, growth opportunities, key trends related to the market. The competitive landscape section covers detailed company profiling of the key players operating in this market.

Report Scope & Segmentation



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period



  Value (USD Billion) and Volume (Kilo Tons)


Application and Geography

By Application

  • Household

  • Industrial & Institutional

    • Laundry & Dry Cleaning Service

    • Hotel & Other Lodging

    • Healthcare

    • Textile Industry

    • Others

By Region

  • North America (By Application)

    • U.S. (By Application)

    • Canada (By Application)

  • Europe (By Application)

    • Germany (By Application)

    • U.K. (By Application)

    • France (By Application)

    • Italy (By Application)

    • Spain (By Application)

    • Russia & CIS (By Application)

    • Rest of Europe (By Application)

  • Asia Pacific (By Application)

    • China (By Application)

    • India (By Application)

    • Japan (By Application)

    • ASEAN (By Application)

    • Rest of Asia Pacific (By Application)

  • Latin America (By Application)

    • Brazil (By Application)

    • Mexico (By Application)

    • Rest of Latin America (By Application)

  • Middle East & Africa (By Application)

    • GCC (By Application)

    • South Africa (By Application)

    • Rest of MEA (By Application)

Frequently Asked Questions

Fortune Business Insights says that the global market size was USD 21.02 billion in 2020 and is projected to reach USD 32.99 billion by 2028.

The global market is expected to grow at a compounded annual growth rate (CAGR) of 5.8% during the forecast period (2021-2028).

The household segment is expected to be the leading application segment in the market during the forecast period.

Various benefits and increasing demand for liquid laundry detergent in home & personal care products are the key factors driving market growth.

Procter & Gamble (U.S.), Unilever (U.K.), Lion Corporation (Japan), KAO CORPORATION (Japan), Henkel AG & Co. KGaA (Germany), Church & Dwight Co., Inc. (U.S.), Reckitt Benckiser Group plc (U.K.), Wipro Consumer Care and Lighting (India) are the leading players in the global market.

North America dominated the global market in 2020.

Seeking Comprehensive Intelligence on Different Markets?
Get in Touch with Our Experts

Speak to an Expert
  • Nov, 2021
  • 2020
  • 2017-2019
  • 100

Personalize this Research

  • Granular Research on Specified Regions or Segments
  • Companies Profiled based on User Requirement
  • Broader Insights Pertaining to a Specific Segment or Region
  • Breaking Down Competitive Landscape as per Your Requirement
  • Other Specific Requirement on Customization
Request Customization Banner

Chemicals & Materials Clients

LG Chem

Client Testimonials

“This report is really well done and we really appreciate it! Again, I may have questions as we dig in deeper. Thanks again for some really good work.”

- U.S.-based biotechnology company focussing on treatment of chronic pain.

“Kudos to your team. Thank you very much for your support and agility to answer our questions.”

- Europe-based provider of solutions to automate data centre operations.

“We appreciate you and your team taking out time to share the report and data file with us, and we are grateful for the flexibility provided to modify the document as per request. This does help us in our business decision making. We would be pleased to work with you again, and hope to continue our business relationship long into the future.”

- India-based manufacturer of industrial and specialty intermediates with a strong global presence.

“I want to first congratulate you on the great work done on the Medical Platforms project. Thank you so much for all your efforts.”

- One of the largest cosmetics company in the world.

“Thank you very much. I really appreciate the work your team has done. I feel very comfortable recommending your services to some of the other startups that I’m working with, and will likely establish a good long partnership with you.”

- U.S. based startup operating in the cultivated meat market.

“We received the below report on the U.S. market from you. We were very satisfied with the report.”

- Global hearing aids manufacturer.

“I just finished my first pass-through of the report. Great work! Thank you!”

- U.S. based solar racking solutions provider.

“Thanks again for the great work on our last partnership. We are ramping up a new project to understand the imaging and imaging service and distribution market in the U.S.”

- World’s leading advisory firm.

“We feel positive about the results. Based on the presented results, we will do strategic review of this new information and might commission a detailed study on some of the modules included in the report after end of the year. Overall we are very satisfied and please pass on the praise to the team. Thank you for the co-operation!”

- Germany based machine construction company.

“Thank you very much for the very good report. I have another requirement on cutting tools, paper crafts and decorative items.”

- Japanese manufacturing company of stationery products.

“We are happy with the professionalism of your in-house research team as well as the quality of your research reports. Looking forward to work together on similar projects”

- One of the Leading Food Companies in Germany

“We appreciate the teamwork and efficiency for such an exhaustive and comprehensive report. The data offered to us was exactly what we were looking for. Thank you!”

- Intuitive Surgical

“I recommend Fortune Business Insights for their honesty and flexibility. Not only that they were very responsive and dealt with all my questions very quickly but they also responded honestly and flexibly to the detailed requests from us in preparing the research report. We value them as a research company worthy of building long-term relationships.”

- Major Food Company in Japan

“Well done Fortune Business Insights! The report covered all the points and was very detailed. Looking forward to work together in the future”

- Ziering Medical

“It has been a delightful experience working with you guys. Thank you Fortune Business Insights for your efforts and prompt response”

- Major Manufacturer of Precision Machine Parts in India

“I had a great experience working with Fortune Business Insights. The report was very accurate and as per my requirements. Very satisfied with the overall report as it has helped me to build strategies for my business”

- Hewlett-Packard

“This is regarding the recent report I bought from Fortune Business insights. Remarkable job and great efforts by your research team. I would also like to thank the back end team for offering a continuous support and stitching together a report that is so comprehensive and exhaustive”

- Global Management Consulting Firm

“Please pass on our sincere thanks to the whole team at Fortune Business Insights. This is a very good piece of work and will be very helpful to us going forward. We know where we will be getting business intelligence from in the future.”

- UK-based Start-up in the Medical Devices Sector

“Thank you for sending the market report and data. It looks quite comprehensive and the data is exactly what I was looking for. I appreciate the timeliness and responsiveness of you and your team.”

- One of the Largest Companies in the Defence Industry
We use cookies to enhance your experience. By continuing to visit this site you agree to our use of cookies . Privacy.