Authored By: Sarah
11 Jul 2024

 Liquid Detergent Market Size to grow by USD 18.92 billion between 2024-2028

According to a research report “ Liquid Detergent Market” by Distribution Channel (Offline, Online) Product (Liquid laundry detergent, Liquid dishwashing detergent) Geography (North America, APAC, Europe, South America, Middle East and Africa)- Global Forecast to 2028 published by Technavio, the market size is estimated to grow by USD 18.92 billion, at a CAGR of about 6.77% during the forecast period. In the dynamic and competitive liquid detergent market, vendors are continually innovating to cater to evolving consumer preferences. Godrej Consumer Products Ltd., for instance, has recently expanded its product offerings with the launch of Godrej Ezee 2-in-1 Liquid Detergent and Fabric Conditioner in April 2021. This strategic move aims to broaden the company's laundry detergent line. Furthermore, in December 2023, Godrej Consumer Products Ltd. introduced Godrej Fab in the South Indian markets, including Tamil Nadu, Andhra Pradesh, Karnataka, and Kerala, to attract new customers and boost sales. These product launches underscore the industry's focus on introducing new variants to capture market share and meet consumer demands.

Browse market data tables, figures, and in-depth TOC on “Liquid Detergent Market” by Distribution Channel (Offline, Online) Product (Liquid laundry detergent, Liquid dishwashing detergent) Geography (North America, APAC, Europe, South America, Middle East and Africa) Global Forecast to 2028. Download Free Sample


By Distribution Channel, the Offline segment is projected to dominate the market size in 2024

In the realm of laundry care, liquid detergent emerges as a preferred choice for consumers in developed markets, including the US, Canada, and the UK. Unilever PLC, a leading industry player, offers a range of liquid detergent solutions such as Surf Excel Matic and OMO Auto. The shift towards urban lifestyles and heightened awareness of detergent benefits fuel this trend. Moreover, the integration of automatic washing machines into households further bolsters the demand for this versatile and efficient cleaning agent. Liquid detergent, a liquid cleansing agent, distinguishes itself from soap or powder detergent through its ability to emulsify oils and suspend dirt, making it an optimal solution for washing clothes.

By Product, Liquid laundry detergent  segment is expected to hold the largest market size for the year 2024

The offline distribution channel for liquid detergent is dominated by hypermarkets, supermarkets, clubhouse stores, convenience stores, drugstores, and pharmacies. In 2023, this segment accounted for the largest market share due to the vast selection of brands and stock-keeping units (SKUs) offered at competitive prices. Key retailers in this segment include Walmart, Costco Wholesale Corp., The Kroger Co., Carrefour SA, Coles, Target Corp., and Tesco Plc. Consumers are drawn to these outlets due to their convenience, extensive product offerings, and brand variety. Additionally, drugstores and pharmacies hold significant demand for liquid detergents, as consumers perceive these products as reliable and clinically tested. Factors influencing purchases from hypermarkets, supermarkets, and clubhouse stores include ease of access, extensive product offerings, and brand selection.

North America is forecasted to hold the largest market size by region in 2024

The North American liquid detergent market is projected to experience sustained expansion during the forecast period. This growth can be attributed to the introduction of user-friendly and machine-compatible dishwashing liquid detergents by regional vendors. Moreover, washing machine manufacturers are launching products designed for use with liquid detergents, further fueling market growth. The favorable climatic conditions in North America support the demand for heavy-duty liquid detergents, which have a pH scale of 11 to 12 and are moderately alkaline. The average washing temperature in the region, below 86 degrees Fahrenheit, facilitates the utilization of these heavy-duty detergents, thereby driving their adoption. Additionally, the integration of automatic dishwasher detergent dispensers is another factor contributing to the market's expansion.

The Liquid Detergent Market growth and forecasting report also includes detailed analyses of the competitive landscape of the market growth and forecasting and information about 20 market companies, including:

  • Acuro Organics Ltd.
  • Amway Corp.
  • Bombril SA
  • Church and Dwight Co. Inc.
  • Colgate Palmolive Co.
  • Galaxy Surfactants Ltd.
  • Godrej Consumer Products Ltd.
  • Henkel AG and Co. KGaA
  • Johnson and Johnson
  • Kao Corp.
  • Lion Corp.
  • McBride Plc
  • Oxiteno SA
  • Reckitt Benckiser Group Plc
  • S.C. Johnson and Son Inc.
  • Saraya Co. Ltd.
  • Tetra Laval SA
  • The Procter and Gamble Co.
  • Unilever PLC

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Research Analysis Overview

The global liquid detergent market is witnessing significant growth due to the increasing demand for convenience and better cleanliness. Convenience stores and supermarkets/hypermarkets are the major distribution channels for liquid detergents. However, the market is also expanding in developing economies, driven by rising disposable income and increasing awareness about personal hygiene and cleanliness. Despite the benefits, liquid detergents face challenges such as pollution concerns and high energy consumption during manufacturing. Brands are addressing these issues by promoting organic liquid detergents and energy-efficient production processes. Celebrity endorsements and social media platforms are being used extensively to increase brand awareness. The market is segmented into anionic, non-ionic, gel, tablets, powder, and liquid laundry detergent. Soil removal, infection rate, and cleaning fabrics are key factors driving demand. Liquid detergents are used in various sectors, including hospitality, where cleanliness is paramount. Washing machine penetration is also increasing, leading to higher demand for liquid detergents. However, bad odour, sweat, and dirt are common challenges that liquid detergents must address. Surfactants are the primary ingredient in liquid detergents, and their choice between anionic and non-ionic affects the product's performance. Liquid laundry detergent is gaining popularity due to its ease of use and effectiveness in removing stains caused by sweat, dirt, and bad odour. Overall, the liquid detergent market is expected to continue growing, driven by the need for cleanliness and personal hygiene.

Market Research Overview

The Liquid Detergent Market is witnessing significant growth due to changing lifestyles, developing economies, and increasing awareness about hygiene and cleanliness. With pollution being a major concern, liquid detergents have gained popularity as they rinse off easily, leaving no residue and reducing the use of water. Celebrity endorsements and social media platforms have played a crucial role in increasing brand awareness. In the wake of the virus impact, there is a growing demand for liquid detergents in the household sector, particularly for dishwashing and laundry. Retail channels such as online stores, convenience stores, and supermarkets/hypermarkets are major distribution channels for liquid detergents. Automatic washing machines and dishwashers have increased the demand for liquid detergents, as they are more compatible with these appliances. The market is segmented into conventional liquid detergent and organic liquid detergent. The latter is gaining popularity due to its natural ingredients, chemical-free nature, and sensitivity towards skin and allergies. The liquid detergent market caters to various industries, including commercial properties, healthcare, hospitality, and industrial & institutional. Phosphate replacement with Nitrilotriacetic Acid (NTA) and other eco-friendly alternatives is a major trend. Packaging formats such as foaming, gel, tablets, and powders are available in the market to cater to different consumer preferences. Energy consumption and water conservation are key considerations for manufacturers. The market is expected to grow further due to the increasing penetration of washing machines, changing lifestyles, and the need for preventive measures against diseases and germs.


Technavio Research
Jesse Maida
Media & Marketing Executive
US: +1 844 364 1100
UK: +44 203 893 3200

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