Laundry Care Market Size, Share & Trends Analysis Report By Product Type (Laundry Detergents, Fabric Softeners & Conditioners, Laundry Aides), By Distribution Channel, By Region, And Segment Forecasts, 2022 - 2028

Report Overview

The global laundry care market size was valued at USD 96.7 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 4.5% from 2022 to 2028. The growth of the global market is primarily driven by rising demand for laundry care products owing to the increasing population in developing regions. The availability of several wash & care products is further appealing to consumers to spend more on fabric care and cleaning products. Rising awareness about hygiene and health among consumers is a major factor driving the demand for laundry care products across the globe. Also, increasing daily consumption of laundry care products due to necessity coupled with a rising inclination of consumers towards eco-friendly products and scented laundry care products, further propelling the market expansion over the forecast period.

During the spread of the COVID-19 pandemic, the global market witnessed a positive impact in terms of consumer demand and acceptance of a variety of laundry care products. The demand for laundry products has increased globally as a result of COVID-19, owing to consumers' growing knowledge of the importance of cleaning and disinfecting their homes and clothing to protect themselves and their families from the novel coronavirus. Moreover, increasing disposable income and rapid urbanization led to substantial infrastructural developments resulting in the rise in demand for laundry care products in coming years.

The rising demand for sustainable and eco-friendly laundry care products is expected to generate more opportunities for this industry, thus considerably fueling the growth of the laundry care market in the coming years. In near future, the global market will be propelled by the expanding significance of healthier lives, along with increased consumer concerns about health and sanitary living, including garments free of germs, dust, and filth.

Rising concerns among individuals about health and sanitary living, free of germs, and bacteria, have resulted in a constant rise in per capita spending on household cleaning supplies, particularly laundry detergents. Over a couple of years, the fragrance has played an increasingly important role in home cleaning goods, as consumers opt for products with a strong pleasant odor, forcing vendors to differentiate their products. Rising investment by market players to launch new organic and eco-friendly products is further expected to have a profound impact on the global market over the forecast period.

In addition, factors such as rising household spending and expansion in the real estate industry as a result of rising residential unit numbers have boosted demand for laundry detergent products throughout the globe. Due to these circumstances, vendors are maximizing the use of online platforms by selling their items through their websites as well as putting them on renowned e-tailing websites to increase product exposure and reachability.

The industry is being influenced by the increased demand for eco-friendly and organic laundry care products. This trend offers key players an opportunity to sell organic and environment-friendly products. This demand is expected to boost the growth of organic laundry care creating new business opportunities for market players. For instance, vendors are constantly introducing new products containing biodegradable chemicals like mineral-based surfactants and coconut oil, natural washing soda, and plant-based enzymes.

Stringent regulations regarding harmful effects on health by the usage of these products are leading to recall of this product from the market by many companies, thus may restrain the market growth during the forecast period. Owing to the COVID-19 pandemic the demand for the industry has increased. Rising awareness among people owing to the spread of the COVID-19 virus is driving the growth of the market during the pandemic.

Product Type Insights

The laundry detergents product segment contributed a share of around 65% of the global market revenue in 2021 due to its increasing demand. Laundry detergents are mostly used to remove stains and dirt from clothes. The effective and quick results of cleanings by detergent have made it popular among consumers. Consumer awareness of laundry detergent products such as gels, pods, and liquids has risen as a result of increased marketing efforts by market players.

The growing desire from consumers for easy-to-clean garments has fueled the expansion of the liquid and pod laundry detergent markets. Liquid laundry detergents dissolve quickly in cold water and enable effective cleaning with less energy usage when used in a washing machine. Thus, all these factors are likely to propel the growth of this segment over the forecast period.

Fabric softeners & conditioners product type is the fastest-growing segment and is expected to witness significant growth over the forecast period. The segment is growing at 4.9% from 2022 to 2028 owing to the increasing demand for the cleanliness of premium clothes. The increasing inclination of the young population towards premium products is anticipated to positively drive the growth of fabric softeners and conditioners in the coming years.

Fabric conditioners and softeners, which assist preserve the softness of textiles, are expected to see increased demand as customer desire for high-end clothing grows. The need for biodegradable goods is being driven by rising worries about the usage of chemicals such as quaternary ammonium compounds, which can cause skin issues. This factor is expected to trigger manufacturers to spend on research and development and the launch of innovative products.

Distribution Channel Insights

The offline distribution channel segment contributed to the highest share of around 80% of the global market revenue in 2021. The offline segment includes specialty stores, hypermarkets, supermarkets, independent retail stores, etc. Escalating the organized retail sector in developing economies such as India, Malaysia, and China is further expected to enhance the demand for laundry care products in the coming years.

The growing availability of product types in supermarkets and other offline distribution channels is expected to boost the growth of the offline distribution channel in the coming years. Thus, all these factors are expected to boost the growth of this segment over the forecast period.

The online segment is expected to register the highest growth over the forecast period owing to its growing usage. An upsurge in sales of laundry care products mainly through company websites and e-commerce companies such as Walmart, Amazon, etc. is expected to drive the growth of the online distribution channel segment in the coming years. Additionally, key players operating in the global market are constantly showcasing new product launches on online portals and e-commerce websites, thus expected to help them capture a larger audience and generate new revenue streams. Additionally, rising internet penetration and growth of the e-commerce industry are expected to contribute to the market growth positively. 

Regional Insights

Asia Pacific holds the majority by capturing over 40% of the industry share owing to the majority of laundry care products utilization being done in this region. Additionally, increasing population and rising disposable income are driving the growth of this market. During the forecast period, the market is likely to be driven by expanding economies such as India and China, a growing working population, and increased expenditure on cleaning and laundry products. Due to the presence of a large-scale population searching for quick dry-cleaning and laundry care products to maintain personal hygiene, China is likely to remain a prominent shareholder in Asia Pacific.

North America is expected to witness a CAGR of 5.1% from 2022 to 2028. This can be endorsed to growing demand for laundry care products. Furthermore, upward sales of sustainable and eco-friendly laundry care products are majorly driving the growth of this market in this region. A high concentration of working people coupled with higher disposable income in Canada and the U.S. is further anticipated to fuel the market growth.

Over the last few years, the adoption of a healthy lifestyle, along with an increased concern for hygiene, has been important drivers for the laundry care industry in the North American region. The well-established real estate industry and household expenditure, as well as the increase in housing units, are some of the major drivers driving up household cleaner sales in the United States.

Key Companies & Market Share Insights

Key players are focusing on R&D and also introducing new sustainable and eco-friendly products to meet increasing demand. Furthermore, key players are investing in new manufacturing plants to increase the production capacity along with expansion in the market. Major companies operating in the global laundry care market are as follows:

• Procter & Gamble (Cascade)

• Unilever

• Henkel AG & Co. KGaA (Pril)

• Reckitt Benckiser Group PLC (Finish)

• Colgate-Palmolive Company

• Kao Corporation

• SC Johnson and Son Inc.

• The Clorox Company

Laundry Care Market Report Scope

Segments Covered in the Report

This report forecasts revenue growth at global, regional & country levels and provides an analysis on the latest trends and opportunities in each of the sub-segments from 2017 to 2028. For this study, Grand View Research has segmented the global laundry care market based on product type, distribution channel, and region.

• Product Type Outlook (Revenue, USD Million, 2017 - 2028)

  • Laundry Detergents

  • Fabric Softeners & Conditioners

  • Laundry Aides

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2017 - 2028)

  • Offline

  • Online

• Regional Outlook (Revenue, USD Million, 2017 - 2028)

  • North America

    • U.S.

  • Europe

    • Germany

    • U.K.

    • France

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa