Detergent Market: Production, Per Capita Consumption, Trade and Consumer Behaviour Analysis and Forecast 2024-2030 | Regional Scenario and Industry Rivarly Analysis – MMR

The Detergent Market size was valued at USD 12.51 Billion in 2023 and the total Detergent revenue is expected to grow at a CAGR of 15.2% from 2024 to 2030, reaching nearly USD 33.68 Billion by 2030.

The detergent industry has enormous growth potential, thanks to the upsurge in use in the home and industrial sectors, the availability of raw materials, and supportive policies such as government laws, environmental reforms, and CSRs.

The global detergent industry is highly competitive with the presence of several detergent manufacturers all across the world. Prominent players such as Procter & Gamble, Unilever PLC, Reckitt Benckiser Group PLC, Colgate-Palmolive Company, and Clorox Company dominate the detergent market by holding a significant market share. Offering premium product lines, scented and green alternatives, detergent pods, and liquid detergents are some of the strategies employed to cater to the changing needs of consumers. In addition, the global detergent industry is witnessing significant strategic moves like product launches, geographic expansion, mergers, and acquisitions in the market. For example, in 2022, Henkel announced its plan to merge its laundry, home care, and beauty care businesses into Henkel Consumer Brands. This consolidation aims to enhance customer service and streamline operations. Similarly, Procter & Gamble set up its first liquid detergent manufacturing facility in India, investing INR 200 crore in Hyderabad, which underscores their expansion strategy in developing markets. By staying attuned to these trends, industry players thrive in this competitive market and provide detergents to consumers as per their desire.

China is a lucrative region for the detergent industry. The rise of liquid detergents has significantly transformed China's laundry industry. According to the China Laundry Association, the production of liquid detergent saw a substantial increase from 3.1264 million tons in 2009 to approximately 24.7755 million tons in 2023. This growth is expected to be attributed to the domestic brand Blue Moon, which quickly became a market leader in the China detergent market. Liquid detergents have gained popularity due to their numerous advantages over traditional powdered detergents. They dissolve easily, leave no residue, are mild and non-irritating, and do not harm clothes or hands. Major brands have introduced liquid detergents with superior cleaning power, addressing consumer concerns and accelerating the shift from powder to liquid detergents. This transition has been facilitated by the increasing efficiency and user-friendliness of liquid detergents, as well as their competitive pricing compared to powders. Liquid detergents have also proven to be more profitable, further driving their popularity.

In addition, the detergents industry is a significant sub-sector of the European chemicals industry, accounting for approximately 5.6% of the production value of the total chemicals sector in 2023. The European detergents industry is expected to be worth USD 4.59 Billion in 2023. Regulation (EC) No 648/2004, known as the Detergents Regulation, governs the compliance of detergents for the EU market. In 2019, the Commission's evaluation highlighted overlaps with other EU chemicals legislation, such as the CLP, Biocidal Products Regulation, and REACH Regulation. These overlaps create redundant labelling requirements, burdening the detergent industry and hindering effective communication of safety and usage information to consumers. The evaluation also noted the suboptimal use of innovative digital tools for conveying this information, suggesting a need for improvement, potentially raising production costs and complicating market entry.

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Detergent Market Trends:
High Demand for Premium Detergents

In recent years, the sale of premium detergents has witnessed a strong growth trend all across the world. This factor has increased the detergent market revenue growth. Global detergent customers are increasingly looking for premium detergent solutions that provide better cleaning performance and extra features. Premium detergents often include high-quality chemicals and innovative formulae that deliver exceptional cleaning results. Thus, the demand has grown significantly thereby driving the detergent industry size all across the world. They are good at removing tough stains, retaining fabric quality, and preserving colors, attracting customers seeking dependable and efficient cleaning solutions. Many luxury detergents are designed to be soft on the skin, and devoid of harsh chemicals, perfumes, and allergens or irritations.

This appeals to health-conscious customers and those with sensitive skin or allergies. Scented laundry care products, as well as non-allergenic/green products, are becoming increasingly popular around the globe. To match consumer expectations, vendors are concentrating on differentiated packaging, fragrance, quality, and pricing of the products. For example, Kao Corporation intends to utilize 100% recycled PET plastic to package its new Attack ZERO laundry detergent line, stressing sustainability while providing a high-quality product. In addition, In August 2019, Hindustan Unilever Ltd (HUL) launched 'Love & Care', a premium detergent brand aimed at affluent Indian consumers. This initiative was part of HUL's strategy to enhance its presence in the premium segment within the laundry category, alongside brands like Surf, Rin, and Sunlight. The product was designed to cater specifically to fabric care needs, focusing on delicate fabrics such as silk and fine cotton. Prior to 'Love & Care', HUL's last detergent launch was Wheel, introduced 32 years earlier to compete in the lower-cost segment against brands like Nirma.
Detergent Market Dynamics:
Growing Demand From Industrial And Institutional Sector

The detergent industry is witnessing significant demand from industrial and institutional sectors such as textiles, dry cleaning, hospitals, and hospitality. These sectors require high-quality detergents for various purposes, including laundry, cleaning, and disinfection. The rise in the hospitality sector and hotel construction all across the world also contributes to the demand for detergents. According to the MMR analysis, Hotel occupancy is expected to increase by 2.5% globally in 2025. Growing domestic and international tourism, along with government initiatives to promote hospitality and tourism, are creating a conducive environment for hoteliers to invest in new properties and enhance existing ones. Across the world, there were a total of 6,195 hotels under construction as of the first quarter of 2024. Meanwhile, 3,840 hotels were planned to start construction in the next 12 months worldwide.



Additionally, the increasing usage of laundry facilities and the growing demand for on-demand laundry services in developing countries further fuel the demand for detergents in the industrial and institutional sectors, thereby supporting the detergent market size. The factors driving the growth of the detergent industry are shaping the market dynamics and influencing consumer behavior. Increasing awareness about cleanliness, consumer preference for higher-priced detergents, technological advancements, and the growing demand from industrial and institutional sectors are key drivers behind the industry's growth.

Substantial Demand For Eco-Friendly Detergents

As consumers become more conscious of their environmental impact, the demand for eco-friendly detergents has seen considerable growth in recent years. This factor has benefited those detergent manufacturers and vendors who are offering eco-friendly detergent products to consumers. The eco-friendly detergents are free from harmful chemicals and manufactured using natural ingredients and sustainable production methods. Consumer demand for sustainable products, supportive government regulations and initiatives, and technological advancements and innovations in detergent production, are leading factors driving the eco-friendly detergent market sales volume.

Consumers are becoming more aware of the environmental impact of traditional laundry detergents, which often contain harmful chemicals. Eco-friendly laundry detergents are formulated with natural ingredients such as plant-based surfactants and enzymes, and they are free from chemicals like phosphates, chlorine bleach, optical bright, and synthetic fragrances. This aligns with the growing consumer preference for eco-friendly products and their Increasing awareness of mental sustainability.

Government regulations and initiatives aimed at promoting stainable practices also play a crucial role in the growth of the eco-friendly detergent market. Several countries have implemented regulations to restrict the use of certain chemicals in laundry detergents, creating a favorable environment for eco-friendly products. For example, the European Union's Ecolabel Regulation and the Nordic Swan Ecolabel in Nordic countries set strict criteria for detergent ingredients to ensure reduced environmental impact. Similarly, in the United States, initiatives such as the EPA's Safer Choice program promote safer formulations. Australia's Good Environmental Choice Australia (GECA) certification also encourages detergent manufacturers to adopt eco-friendly practices.

These regulations contribute to the growing demand for eco-friendly laundry detergents, as consumers seek products that cater to both their health and the amendment. In addition, advancements in technology are driving innovations in the eco-friendly laundry detergent market. Manufacturers are investing in research and development to create more efficient and eco-friendly products. These advancements include the use of new ingredients, sustainable production methods, and eco-friendly packaging, Technological innovations are essential in developing laundry detergents that offer effective cleaning power while minimizing environmental harm.
Detergent Market Segment Analysis:
Based on the Product Type, the powder detergents have the highest sales in terms of both value and volume in the global detergent market. Due to their effectiveness in cleaning clothes, economical pricing, ability to tackle tough stains, safety from harmful chemicals, easy rinsing, and proper usage guidelines, detergent powders have seen a significant increase in sales all across the world. In addition, detergent powders also adapt well to various water types, including hard water, thanks to water-softening agents, ensuring consistent performance across different regions. All these factors collectively contribute to the segment growth, thereby increasing the detergent market size. Many people prefer powder detergents for their laundry needs, appreciating their ability to maintain clothes' cleanliness and durability. They are chosen for their affordability, efficiency in removing stains, and gentle treatment of fabrics, making them a popular choice among consumers worldwide.

The liquid detergents segment is expected to grow at the fastest CAGR and offer lucrative growth opportunities for the detergent market players during the forecast period. The segment has seen substantial sales volume growth, due to increasing consumer interest in the product. Consumers increasingly prioritize ease of use, excellent cleaning performance, and energy-efficient laundry practices. Liquid detergents dissolve quickly, even in cold water, making them a popular choice. The emphasis on health and safety, which has particularly increased due to the COVID-19 pandemic, has further propelled the demand for liquid detergents. Consumers are seeking products that effectively kill germs and thoroughly clean clothes, addressing their concerns about microscopic contaminants and pathogens. As consumer preferences continue to evolve, detergent manufacturers are adapting to these trends to meet the demands of the market.



Detergent pods, also known as laundry pods or capsules, have witnessed a surge in popularity, particularly in the premium market. Thus, the segment is expected to generate significant revenue in the global detergent market during the forecast period. The convenience, ease of use, and compactness of pods have contributed to their growing demand. Students, in particular, appreciate the portability and simplicity of detergent pods, driving up their popularity. The expanding consumer buying power and the need for hassle-free laundry experiences have propelled the growth of the detergent pods market.
Detergent Market Regional Insights:
Asia Pacific was the leading market in the global detergent market, held a significant market share of 35.69% and 28.75% in value and volume simultaneously in 2023. High-population countries such as China and India and growing industrialization have created a significant demand for detergent in the region, thereby boosting the detergent market growth in Asia Pacific. Economic growth of the middle-class population has led to increased spending on household goods and increased awareness and interest in hygiene among consumers. The end-users are rapidly adopting advanced machines and technologies such as dishwashers, washing machines, etc. to work efficiently and reduce time, money, and manpower. The demand for effective and affordable detergent solutions has skyrocketed as the transition from traditional handwashing methods to automatic washing machines.



According to the MMR analysis, India is expected to be the 5th largest consumer of detergents in the world. Per capita consumption of detergent in India is expected to be 12-15 Kg per annum. Liquid detergents are gaining traction in India, while handwash products, which saw a surge during the pandemic, are now declining. Data from Kantar shows that detergent liquids had a penetration rate of 15.9% in July 2021, which increased to 19.8% by July 2022. Leading brands like Hindustan Unilever's Surf Excel and Procter & Gamble's Ariel are driving the India detergent market growth. Liquid detergents have grown by 40% from July 2021 to July 2022 but still represent only 3% of total detergent sales, with powders dominating at 97%.

Other liquid FMCG products like dishwash liquids and face washes have also seen increased household adoption. Conversely, handwash products have experienced a decline, losing 24% of households between July 2021 and July 2022. This decline follows a pandemic-induced spike in usage, which peaked in January 2021. Despite this drop, the handwash category grew by 14% from July 2019 to July 2022 when including the pre-Covid period. Companies like Reckitt, ITC, HUL, and Godrej Consumer Products are innovating with products like powder-to-handwash to counteract the decline and make handwash more accessible.

The top 10 detergent powder brands in India for 2024, which are popular choices among Indian consumers are given in the following table. These brands include Surf Excel, Ariel, Rin, Tide, Ghadi, Nirma, Presto, Henko, Wheel, and Sunlight. Each brand is evaluated based on price per kilogram, manufacturing company, and key features such as stain removal, scent, and suitability for various fabrics and washing methods. Surf Excel is praised for its quick dissolving and strong aroma, making it a top choice. Ariel is highlighted for its effectiveness on cotton and polycotton fabrics, while budget-friendly options like Ghadi and Nirma are known for their excellent stain removal and pleasant scents. These brands significantly impact India's detergent market by catering to diverse consumer needs, promoting competition, and driving innovation in the industry. Their popularity ensures a wide range of choices for consumers, influencing purchasing decisions and shaping market trends.

Top Detergent Powder Brands In India – 2024



Rank
Brand
Price per kg (INR)
Producing Company
Key Features


1
Surf Excel
140
Hindustan Unilever Limited
Quick dissolving, powerful aroma, machine washable


2
Ariel
320
Procter & Gamble
Oxy-stain molecules, suitable for both cotton and polycotton


3
Rin
86
Hindustan Unilever Limited
Easy washing, eliminates difficult stains, bucket and machine washing


4
Tide
128
Procter & Gamble
Powerful formula eliminates filth and tough stains


5
Ghadi
60
RSPL Limited
Dissolves easily, fights tough stains, pleasant scent


6
Nirma
102
Nirma Ltd.
Effective hand wash leaves clothes soft and fragrant


7
Presto
136
Foxtel
Phosphate-free extends life of clothes, hand and machine washing


8
Henko Matic
112
Jyothy Labs Ltd.
Prevents color fading, silky texture, perfumed scent


9
Wheel
58
Hindustan Unilever Limited
Eliminates tough stains, jasmine and lemon scent


10
Sunlight
86
Hindustan Unilever Limited
Suitable for hand and machine wash, removes tough stains



Detergent Market Scope: Inquire Before Buying



Global Detergent Market


Report Coverage
Details


Base Year:
2023
Forecast Period:
2024-2030


Historical Data:
2018 to 2023
Market Size in 2023:
US $ 12.51 Bn.


Forecast Period 2024 to 2030 CAGR:
15.2%
Market Size in 2030:
US $ 33.68 Bn.


 Segments Covered:
by Product Type
Powder Detergents
Liquid Detergents
Fabric Softeners
Detergent Pods
Others


by Application
Residential
Commercial


by Distribution Channel
Offline
 Supermarket/ Hypermarket
  Convenience Store
  Others
Online



Detergent Market, by Region:
North America - United States, Canada, and Mexico
Europe - United Kingdom, France, Germany, Italy, Spain, Sweden, Russia, and the Rest of Europe
Asia Pacific - China, South Korea, Japan, India, Australia, ASEAN, and the Rest of APAC
Middle East and Africa - South Africa, GCC, and the Rest of ME&A
South America - Brazil, Argentina Rest of South America
Leading Detergent Market Key Players:
1. Unilever PLC
2. The Procter & Gamble Company
3. Johnson & Johnson
4. Church and Dwight Company
5. Henkel AG & Co. KGaA
6. Formula Corp
7. TY Cosmetic
8. Top Seller Chemicals
9. Rustic Strength
10. Reckitt Benckiser Group plc.
11. Sun Products Corporation
12. LG Household & Health Care, Inc.
13. Kao Corporation
14. Colgate-Palmolive Company
15. Hindustan Unilever Limited
16. Alconox, Inc.
17. Formula Corp
18. Chemical Store Inc.
19. SAE Manufacturing Specialties Corp
20. NMB Technologies Corporation
21. General Organics, Inc
22. USA Detergent Manufacturing Inc.
23. AG Scientific
24. Persil
25. Cascade

FAQs:
1. What are the growth drivers for the Detergent market?
Ans. The increasing urbanization, rising disposable incomes, and growing awareness of hygiene and cleanliness are expected to be the major drivers for the Detergent market.

2. What are the factors restraining the global Detergent market growth during the forecast period?
Ans. The environmental concerns over chemical ingredients, high competition, and fluctuating raw material prices are expected to be the major factors restraining the global Detergent market growth during the forecast period.

3. Which region is expected to lead the global Detergent market during the forecast period?
Ans. Asia Pacific is expected to lead the global Detergent market during the forecast period.

4. What is the projected market size and growth rate of the Detergent Market?
Ans. The Detergent Market size was valued at USD 12.51 Million in 2023 and the total Detergent revenue is expected to grow at a CAGR of 15.2% from 2024 to 2030, reaching nearly USD 33.68 Million by 2030.

5. What segments are covered in the Detergent Market report?
Ans. The segments covered in the Detergent market report are Product Type, Application, Distribution Channel, and Region.