Liquid Detergent Market Expected to Reach $58.7 Billion by 2033

According to a new report published by Allied Market Research, titled, “liquid detergent market" was valued at $33.1 billion in 2023, and is projected to reach $58.7 billion by 2033, growing at a CAGR of 5.9% from 2024 to 2033.

Liquid detergents are a complex mixture of surfactants used for effective cleaning action on dirt and grease. Liquid detergents help in the washing process by reducing the surface tension of water. Used for washing laundry and dishes, liquid detergents are available in extensive fragrance and packaging format. Furthermore, natural liquid detergents have gained wide traction among health-conscious consumers. In addition, an optimized supply chain, increase in penetration of retail sales channels, and lucrative offers & discounts offered have further narrowed the bridge between the consumers and the product. 

The multifunctionality of liquid detergents has gained high attention among consumers. Along with the properties of powerful stain removers, liquid detergents are now formulated for conditioning clothes as well, imparting exotic fragrance to the clothes. Furthermore, engaged stakeholders in the industry ramp up expenditure on promotions and advertisements to expand product knowledge among new target audiences, which are middle-class people. As a result, liquid detergent manufacturers and retailers have already begun to reshape their marketing strategies to cater to growing demands. In parallel, prominent brands are extensively focusing on their global, digital, and social presence along with on-shelf presence 

Most of the developed regions such as the U.S., UK, Germany, and Australia have witnessed a higher preference toward liquid detergents as compared to powder detergents. This is attributed to the fact that the young generation prefers liquid detergents over old-fashioned bar/powder detergents, as they perceive liquid detergent to be more anti-bacterial and hygienic. Over half of U.S. consumers believe that bar detergents harbor germs after use. Thus, a shift in consumer preference toward liquid detergents has resulted in prominent manufacturers acting accordingly. As a result, leading manufacturers of liquid detergents have scaled up their production capabilities to cater to growing consumer demands. 

Convenience for handling liquid detergents acts as a key concern for leading manufacturers. As a result, prominent players in the market have introduced liquid detergents in a variety of packaging formats, including, but not limited to, sachets, bottles, and cans. However, continuous innovation in aesthetics and packaging has fueled the growth of the market. As a result, various brands, such as HEX, have introduced flexible, upright pouches with a tap for dispensing liquid detergents. Similarly, P&G introduced a Tide Eco-Box sealed bag of ultra-compacted liquid detergent inside a cardboard box with a dosing cup and a new “no-drip” twist tap. Such packaging innovations have gained huge popularity among consumers, which augmented the demand for liquid detergents. 

The liquid detergent market is segmented into nature, product type, distribution channel, end user, and region. On the basis of nature, the market is divided into organic liquid detergents and conventional liquid detergents. On the basis of application, the market is bifurcated into laundry and dishwashing. By distribution channel, the market is classified into online sales channels, supermarket & hypermarkets, departmental & convenience stores, and independent grocery stores. Depending on the end user, the market is categorized into residential and commercial. Region wise, the market is analyzed across North America, Europe, Asia-Pacific, and LAMEA. 

Players in liquid detergent market have adopted various developmental strategies to expand their liquid detergent industry market share, increase profitability, and remain competitive in the market. Key players profiled in this report include Procter & Gamble, Church & Dwight, Henkel Company KGaA, Unilever Plc, S. C. Johnson & Son, Inc Amway Corporation, Reckitt Benckiser Group plc, Colgate-Palmolive, The Clorox Company, and Godrej Consumer Products, Kao Corporation, and Johnson & Son, Inc. 

Key finding of the study 

• In 2023, by nature, the conventional segment was the highest contributor to the liquid detergent industry. 

• In 2023, by application, the laundry segment was the highest contributor to the liquid detergent market. 

• In 2023, by end user, the residential segment was the highest contributor to the liquid detergent market. 

• According to distribution channel, the supermarket and hypermarket generated the highest revenue in 2023 and is likely to grow at a substantial rate during the forecast period. 

• North America was the major revenue contributor in 2023 and is estimated to grow at a significant CAGR during the forecast period.