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Liquid Detergent Market

Liquid Detergent Market Size, Share, Competitive Landscape and Trend Analysis Report by Nature (Organic and Conventional), Application (Laundry and Dishwashing), Distribution Channel (Online Sales Channels, Supermarket & Hypermarket, Departmental & Convenience Stores, and Independent Grocery Stores), and End User (Residential and Commercial): Global Opportunity Analysis and Industry Forecast, 2018 - 2025

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Author's: Shankar Bhandalkar/Himanshu Vig | Roshan Deshmukh
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liquid detergent market outlook - 2025

The global liquid detergent market size was valued at $27,405 million in 2017, and is projected to reach $40,482 million by 2025, growing at a CAGR of 5.2% from 2018 to 2025.


Liquid detergents are complex mixture of surfactants used for effective cleaning action on dirt and grease. These detergents aid in washing process by reducing the surface tension of water. They are used for washing laundry and dishes. Liquid detergent, with extensive use of fragrance and conditioners, is attracting number of consumers. The liquid detergent market is expected to witness robust growth in the near future along with surge in urbanization and significant increase in penetration of washing machines.

Stakeholders in the liquid detergent industry are now increasingly focusing on customer retention and engagement. In the past few years, upsurge in offers and discounts offered to customers have been witnessed. While offers and discounts have always been common, retaining customer loyalty has been a challenge for global manufacturers.

With millennial spending on household care products still ramping up, liquid detergent manufacturers and retailers have already begun to reshape their marketing strategies to cater to growing demands of millennials. As a result, prominent brands are extensively focusing on their global, digital, and social presence rather than on shelf presence. Moreover, continuous innovation in product functionality and performance along with coherent strategies to provide best consumer experience through continues feedback have resulted in major players in the liquid detergent market to sustain in the consumer-centric liquid detergent market.


To better understand liquid detergent market forecast and opportunities, a comprehensive global liquid detergent market analysis based on nature, product type, sales channel and end-user has been presented in this report.

Based on nature, the report segments the global liquid detergent market into organic liquid detergents and conventional liquid detergents. Consistent with last few years, products made with natural ingredients are gaining huge traction among health-conscious consumers. As consumers are becoming more concerned about nature of ingredients used within the liquid detergents, they are extensively looking for milder and natural alternatives that are skin-friendly.


By application, the report segments the global liquid detergent market into laundry and dishwashing. The dishwashing segment is expected to witness rapid growth during the forecast period, owing to increase in penetration of automatic dishwasher coupled with rise in consumer awareness about the product. However, presence of ample number of alternatives for liquid detergent in the market is expected to dissuade its growth.


Based on sales channel, the report segments the global Liquid Detergent market into online sales channels, supermarket and hypermarket, departmental & convenience stores and independent grocery stores. The online sales channels segment is expected to witness rapid growth during the forecast period owing to increasing number of deliver to door grocery startups. However, the hypermarket and supermarket segment will continue to dominate in terms of liquid detergent market share throughout forecast period.


Depending on end user, the report segments the global liquid detergent market into residential and commercial. The commercial segment is poised to grow with higher CAGR during the forecast period, owing to expanding laundry services and HORECA industry around the globe.


Region wise, the liquid detergent market is analyzed across North America, Europe, Asia-Pacific, and LAMEA. North America is a matured and homogenous market for liquid detergent with high product consumption. The European market experiences significant growth, owing to increase in penetration of automatic dishwashers in the region. The Asia-Pacific liquid detergent market is anticipated to witness strong growth in the near future, owing to increase in household income, rapid urbanization, rise in middle-class population, easy access to goods through development of retail channels, and surge in penetration of washing machines.

Key players profiled in the 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.

Technological advancements have led to the development of advanced liquid detergents and is expected to drive the liquid detergent market growth during the forecast period. Increase in adoption of appliances, such as washing machines and dishwashers, in both developing and developed regions, which is expected to fuel the growth of the liquid detergents market.

Key Benefits for liquid detergent market:

  • The report provides an extensive analysis of the current and emerging liquid detergent market trends and opportunities.
  • The report provides detailed qualitative and quantitative analysis of the current trends and future estimations that help evaluate the prevailing market opportunities.
  • A comprehensive analysis of the factors that drive and restrict the growth of the market is provided.
  • An extensive analysis of the market is conducted by following key product positioning and monitoring the top competitors within the market framework.
  • The report provides extensive qualitative insights on the potential and niche segments or regions exhibiting favorable growth.

Liquid Detergent Market Report Highlights

Aspects Details
Liquid Detergent Market By Nature
By Nature
  • Organic
  • Conventional
Liquid Detergent Market By Application
By Application
  • Laundry
  • Dishwashing
Liquid Detergent Market By Sales Channel
By Sales Channel
  • Online Sales Channels
  • Supermarket & Hypermarket
  • Departmental & Convenience stores
  • Independent Grocery Stores
Liquid Detergent Market By End User
By End User
  • Residential
  • Commercial
Liquid Detergent Market By Region
By Region
  • North America  (U.S., Canada, Mexico)
  • Europe  (Germany, UK, France, Italy, Spain, Rest of Europe)
  • Asia-Pacific  (China, India, Japan, Australia, South Korea, Rest of Asia-Pacific)
  • LAMEA  (Brazil, Argentina, South Africa, Rest of LAMEA)
Key Market Players
Key Market Players


Analyst Review

Liquid detergents are complex mixture of surfactants used for effective cleaning action on dirt and grease. These detergents aid in washing process by reducing the surface tension of water. They are used for washing laundry and dishes. Huge untapped potential in emerging economies particularly in India, China, and Brazil for liquid detergent is expected to boost the growth of the global liquid detergent market. The market is in growth stage in developing regions, and is poised to gain significant momentum in the forthcoming years, owing to the fact that efficacy in promotional and advertising is expected to fuel the penetration of liquid detergents.

Moreover, Asia-Pacific and LAMEA are projected to register a significant growth as compared to the saturated markets of Europe and North America, due to rapid urbanization, increase in penetration of technology even in small cities, growth in disposable income, and improvement in standard of living.

In line with increase in health-conscious consumers, a paradigm shift from conventional liquid detergent to organic liquid detergent have been witnessed in the recent years. As a result, prominent manufacturers have ventured into organic segment to capture lucrative opportunities in the segment.

Author Name(s) : Shankar Bhandalkar/Himanshu Vig | Roshan Deshmukh

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Liquid Detergent Market

Global Opportunity Analysis and Industry Forecast, 2018 - 2025