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Liquid Laundry Detergent Market Size, Share & Industry Analysis, By Application (Household, and Industrial & Institutional, {Laundry & Dry Cleaning Service, Hotel & Other Lodging, Healthcare, Textile Industry, and Others}), and Regional Forecast, 2020-2027

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



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The global liquid laundry detergent market size was USD 21.25 billion in 2019 and is projected to reach USD 33.24 billion by 2027, exhibiting a CAGR of 5.8% during the forecast period.

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 friendly 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.


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Increasing Demand For Liquid Detergent Is Boosting Market Growth

Powder laundry detergent is finicky with water temperature. In a cold-water environment, some powder laundry detergent will not dissolve, most notably in high-efficiency (HE) washers. On cold water setting, using powder laundry detergent may require extra laundry time, thus leaving stains on clothes with bits of undissolved laundry 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. Although consumers had to compromise with powder between removing stain and holding colors light, they no longer have to compromise with liquid laundry detergent. The product type can also be used to pre-treat clothes before washing, to ensure that quick removal of stains. Another advantage is that at lower temperatures it dissolves faster than the powder. The liquid detergent is gaining popularity over powder laundry detergent across the globe which is expected to boost the market.


Growing Demand For Fully Automated Washing Machine Is Driving the Market

Increasing demand for washing machine for the laundry application due to it is easy to use and require less time is driving the 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 automatic 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 household chores of time is fuelling the demand for fully automatic washing machine. The transition from semi-automatic to fully automated washing machines in the household sector is projected to drive the fully automatic 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 fuelling the industry. The increased number of double-income households with inadequate laundry time has contributed to the growth of the industry.

For fully-automatic washing machines, liquid detergent is best and works well on colored loads as it is smoother. They are best in both hot and cold water as they dissolve easily. As compared with powders, it dissolves easily in water and does not become airborne as powdered detergent. It does not produce white residue that sticks to your clothing. The growing demand for a fully automated washing machine is anticipated to boost the market as liquid laundry detergent is the best use for the fully automated washing machine.

As the world continues to take measures to curb the spread of the COVID-19 pandemic, a huge shift in consumer inclination appears to occur with an increase in demand for hygiene products and some of these shifts will last long after the situation improves. In the longer term, the recovery of COVID-19 will likely result in a more permanent shift in consumer attitudes and shopping behaviour, particularly in urban areas, with the increased use of home and personal hygiene products. Since, there is a great fear of the novel COVID-19, the importance of good personal and public hygiene is crucial, even washing clothes daily.

Growing Industrial & Institutional Industry Is Driving The Demand

Growing population and increasing tourism activity have been key factors for the increasing demand of the market. Also, the market growth is attributed to the increasing usage of laundry facilities across developing countries. Growth in the hospitality sector, increasing franchising opportunities, owing to increased internet penetration, faster economic development, busy people's lifestyles, and technical developments in the laundry sector is expected to drive the market growth. 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, and educational purposes, and access to reliable health care facilities.

Industrial & institutional cleaning products such as liquid laundry detergent is designed to meet the needs of a wide and diverse market; 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 the Market Growth

Phosphate detergents are used for softening rough water in the laundry detergent and helping to retain 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 bodies of water. Eutrophication results from an overabundance in aquatic environments of nutrients, such as phosphorus. Eutrophication results from an overabundance in aquatic environments of nutrients, such as phosphorus. 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

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Household Segment to Account For The Major Share Over The Forecast Period

In terms of application, the market is segmented into household, and industrial & institutional. The 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 had visited foreign destinations. The rapid growth of the tourism industry analysis 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, 2019 (USD Billion)

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The North America market size was valued at USD 6.94 Billion in 2019. 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 and household spending, housing unit growth are some of the factors attributing to the growth of 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 market.


Key Players Blending Strategies to Maintain Their Dominance in the Market

Some of the major participants in the global market include Henkel AG & Co. KGaA, Procter & Gamble, Unilever, and KAO CORPORATION.

Major market players are engaged in research and development for producing superior quality to provide enhanced features. Furthermore, the companies are now 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)

  • Other Key Players


  • In June 2021, Godrej Consumer Products Limited (GCPL) announced the launch of Godrej Ezee 2-in-1 liquid detergent and fabric conditioner, which adds to the company's laundry detergent lineup. This is GCPL's first foray into the ordinary liquid detergent market. Ezee's main brand was marketed as a woollens detergent.

  • In June 2021, Unilever is launching the first ever paper-based laundry detergent container using a revolutionary technology. For major laundry brand OMO, a prototype has been built and will launch in Brazil in early 2022, with plans to expand to Europe and other countries shortly after. This revolutionary technique was created in conjunction with the Pulpex consortium, which includes Unilever, Diageo, Pilot Lite, and other industry leaders. Unilever has been able to package liquid items in first-of-their-kind paper-based bottles made of sustainably produced pulp and intended to be recycled in the paper waste stream thanks to the technology.

  • In November 2020, Swash, a liquid laundry detergent from Whirlpool Corporation, is the company's first entry into the liquid laundry detergent market. The ultra-concentrated (8x) composition can wash up to 83 normal loads and is compatible with all machines. The detergent comes with a "precise pour cap" that dispenses it in a pre-measured dosage, limiting residue and other build-up in the washer.


The global liquid laundry detergent market research report provides a detailed analysis of the market and focuses on key aspects such as leading companies, material types, and leading application industries of the product.

An Infographic Representation of Liquid Laundry Detergent Market

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Besides this, the report offers insights into the market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several factors that have contributed to the growth of the market over recent years.

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Report Scope & Segmentation



Study Period


Base Year


Forecast Period


Historical Period



  Value (USD Billion) and Volume (Kilo Tons)


By Application

  • Household

  • Industrial & Institutional

    • Laundry & Dry Cleaning Service

    • Hotel & Other Lodging

    • Healthcare

    • Textile Industry

    • Others

By Geography

  • North America (U.S., and Canada)

  • Europe (Germany, UK, France, Italy, Spain, Russia & CIS, and Rest of Europe)

  • Asia Pacific (China, India, Japan, ASEAN, and Rest of Asia Pacific)

  • Latin America (Brazil, Mexico, and Rest of Latin America)

  • Middle East & Africa (South Africa, GCC, and Rest of the Middle East & Africa)

Frequently Asked Questions

Fortune Business Insights says that the global market size was USD 21.25 billion in 2019 and is projected to reach USD 33.24 billion by 2027.

In 2019, the market value stood at USD 21.25 billion.

Grow at a CAGR of 5.8%, the market will exhibit steady growth in the forecast period (2020-2027).

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

Growing demand for fully automated washing machines is driving this market

Increasing demand for liquid over powder detergent is boosting laundry detergent market

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Liquid Laundry Detergent Market Size, Share and Global Industry Trend Forecast till 2026
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