Dishwash Laundry Care Market

Market Overview

The global dishwash laundry care market size was valued at USD 89,002.29 million in 2022. It is projected to reach USD 129,110.27 million by 2031, growing at a CAGR of 4.22% during the forecast period (2023-2031). 

Demand for laundry and dishwashing detergent is being driven by awareness of hygiene and upholding cleanliness. Consumers have a wide range of preferences and needs and typically prioritize aspects like the scent, color protection, stain removal, and reduced price when selecting a detergent. Due to their busy schedules, consumers today need more time to do their laundry or dishes by hand. They seek goods that facilitate time savings, effective cleaning, and pleasing results. Traditionally, women have handled the majority of home care duties. The demand for automatic dishwashers and washing machines is rising as the number of working women increases. Therefore, people are spending more money on cleaning products that meet their needs, causing an increase in demand for the goods.

Market Dynamics

Global Dishwash Laundry Care Market Drivers:

Innovations in the Laundry Detergents Industry

The global dishwashing and laundry care industry has been driven by improvements in detergent effectiveness and environmental friendliness, as well as new product introductions to draw consumers. Detergent tablets, which contain laundry detergent and are created in a handy shape for use, are one of the most recent novelties on the market. One can carry a little, light tablet or two instead of carrying around a bottle or carton of detergent. The introduction of tablets and capsules into the detergent business has created a chance for market participants to gain a competitive edge in the future. The companies have also been introducing detergent powders, liquids, and fabric comforters, including natural essential oils, plant extracts, and salts, to cater to ongoing market trends and gain an advantage over their competitors in the industry. This is because there is an increasing demand for organic ingredients in laundry detergents to make them safe and free of synthetic chemicals.

Global Dishwash Laundry Care Market Restraint:

Availability of Counterfeit Product

A significant danger to the economy and brand manufacturers is the prevalence of fake goods in the market. The appearance of several counterfeit goods, which consumers might need help to recognize as false, has hampered the expansion of the dishwashing and laundry care sector. These counterfeit and copied goods are sold far less than the actual prices established by organized market participants, harming the industry's pioneers' marketing and pricing plans. These products frequently lack effectiveness, contain a lot of salt, and risk damaging washing machines and kitchenware. In addition to posing significant health and safety dangers to customers, these counterfeit goods dilute original brands since buyers mistake them for genuine articles. Reputable businesses' revenue and brand reputation are harmed by the market's growing acceptance of counterfeit goods.

Global Dishwash Laundry Care Market Opportunities:

IncreasingUse of Washing Machines

Manufacturers have concentrated on making products that are energy efficientbecause of energy labeling and requirements. Both front-load and top-load fully automatic machines are available. However, front-load machines are currently more popular due to their convenience, ability to save space, and water and energy efficiency. One of the key elements anticipated to fuel the growth of this market in the upcoming years is the rising demand for handy consumer goods. With a particularly remote location operability option, smart connected washing machines are made with the consumer's convenience in mind. Therefore, end-users may efficiently operate the appliance from a distance by downloading the software on their smartphones or tablets and connecting the washing machines using Wi-Fi.

For instance, the LG Electronics Twin Wash washing machine is a smart connected appliance with Wi-Fi and NFC that enables users to customize the temperature and wash time using a smartphone app. Vendors are also introducing washing machines with various pricing models to increase their worldwide reach. Factors like rising household spending and an expansion of the real estate market due to an increase in residential units have increased the demand for washing machines globally. In turn, this might increase laundry detergent sales.

Regional Analysis

Asia-Pacific Dominates the Global Market

The global dishwash laundry care market is divided into four regions: North America, Europe, Asia-Pacific, and LAMEA. 

Asia-Pacific is the most significant revenue contributor and is expected to grow at a CAGR of 5.12% during the forecast period. The usage of liquid dishwashing and laundry detergent across emerging countries is also rising due to the rising disposable income of middle-class consumers and changing lifestyles, which serve as drivers for the growth of the dishwashing and laundry care market in Asia-Pacific. The gradual switch from hand to machine washing and increased public awareness of health and hygiene are additional reasons that are anticipated to fuel expansion in this area. With new product shapes and forms entering the market, demand is also expected to rise due to convenience and ease of use.

Furthermore, due to its ease and the fact that liquid detergents do not clog machines while powdered detergents frequently leave a white residue on dark fabrics, consumers in Asia-Pacific are gradually switching to using liquid detergents instead of powdered detergents. Since they spent less time on domestic duties than earlier generations, millennials are less likely to buy fabric softeners because most have yet to learn what the product is for or believe it is for a particular load. Only two-thirds of families use fabric conditioners, even though most wash laundry and use detergent for cleaning. The simplicity of using liquid dishwash is encouraging its uptake, particularly among working bachelors and students. This aspect is anticipated to significantly fuel the expansion of the liquid dishwashing detergents market throughout the forecast years.

North America is expected to grow at a CAGR of 2.87% during the forecast period. The desire for environmentally friendly detergents that are produced with safe chemicals or organic ingredients and considerate packaging is the key factor driving the industry in the area. Enzyme-based laundry detergents are also more popular since they effectively remove stains. These elements work together to fuel market expansion in other nations of North America. For instance, producers are constantly searching for new goods containing natural substances like coconut oil, washing soda, surfactants derived from minerals, and plant enzymes. The Consumer Product Safety Commission (CPSC) has established legislation limiting the use of phosphate in cleaning goods, which may restrict the distribution of laundry detergent in other North American nations. The booming dry cleaning and laundry sectors are primarily responsible for driving the laundry detergent market in North America.

In addition, the market analyzed in the region is growing due to the rising demand for detergent in crucial application sectors, particularly households. Dishwasher and laundry detergents include potentially toxic substances or compounds that can irritate or infect the skin and are bad for people. Additionally, the expansion of the laundry detergent business in North America needs to be improved by the growing concern over the effects of chemicals on the environment. The growth of the dishwashing and laundry detergents market in the North American area is being supported by major players like Unilever, Procter and Gamble Company, and Henkel AG and Co. KGaA, who are always focused on product innovation with innovative ideas and expansion.

In the United Kingdom,a rise in the per capita spending on household cleaning products, including dishwashing and laundry detergents, is the result of factors such as the importance of leading healthier lifestyles and rising public concerns about health and hygienic living free of germs, bacteria, dust, and dirt. Technological advances and increasing customer demand for eco-friendly goods in the UK drive the market. The major players are paying more attention to environmentally friendly packaging and utilizing fewer plastic bottles. Over the past few years, automatic dishwashing detergents have grown in popularity. For instance, in March 2019, Bosch Household Appliances and UK-based household products manufacturer Reckitt Benckiser Group PLC/NV collaborated to launch a line of cakes created for auto dishwashers in the Indian market. France's increased per capita disposable income has led customers to demand more sophisticated detergents. The industry is expanding thanks to the availability of various liquid detergents. The market for liquid detergent is growing as more foreign producers enter the industry. Technology advancements also encourage the development of numerous appealing detergent varieties to consumers. With the country's expanding textile sector, the market is expected to experience rapid expansion in the years to come.

Unilever South Africa continues to dominate the dishwashing market thanks to the success of its well-known Sunlight brand in South African homes. Additionally, Sunlight is renowned for being cost-effective, suggesting that users only need to use a modest amount of liquid for each wash. Many informal micro-manufacturers of cleaning and hygiene goods have successfully shifted to the formal market. The rise of the middle class in Africa, population growth, urbanization, and the provision of social housing, water, and sanitation to previously underserved populations are all factors driving industry growth. The dishwashing and laundry detergent market in Saudi Arabia has experienced significant growth due to rising worries about maintaining hygiene and improving consumer financial health because of increasing disposable incomes. The detergents market in Saudi Arabia is price sensitive, and if a low-cost alternative is offered, a slight shift in price may prompt a consumer to switch goods. Detergent is a low-value commodity. Hence Saudi Arabian consumers are always on the lookout for sales. The retailer-supported promotions raise the profile of the buyer. The purchaser is delighted since the bucket appears to have a greater worth than the amount paid.

Segmental Analysis

The global dishwash laundry care market is segmented by product type and sales channel.

Based on product type, the global dishwash laundry care market is bifurcated into dishwash care and laundry care. 

The laundry care segment is the highest contributor to the market and is estimated to grow at a CAGR of 3.79% during the forecast period. Due to the image of messiness among consumers compared to other forms like pods and liquids, the introduction of liquid detergents reduced the need for powdered ones throughout developed nations such as North America and Europe. However, powdered detergent still holds a significant market share in places like the Middle East, Africa, and Asia-Pacific. Powders' roughness is also fueling the expansion of the powder market on skin and fabric compared to liquids, which are considered soft. Consumers have shown a tremendous preference for fragrance-based fabric softeners, and manufacturers are spending time and resources to differentiate their products from the competition by offering various scent options. The global market for fabric conditioners and softeners will continue to be driven by fragrances with floral undertones. Increased product acceptance, brought on by the launch of novel products aimed at biodegradability, performance enhancement, skin friendliness, and the need for water conservation, among other things, has encouraged market growth. Comparing tablets with capsules, the development of capsules has been slightly higher. Products for specific fabric care, such as hand detergents, upholstery cleaners, ironing accessories, and washing machine cleaners, have consistently risen in new product development.

In addition to its primary usage, dishwashing liquid can also be used to make bubbles, wash garments, and clean birds with oil stains. Depending on the formulation, these also contain rinsing agents, colors, or smells. Dish detergents are available in many forms, such as bar/cake, powder, liquid, and tablets. These detergents contain a combination of surfactants that aid in removing fat and oil from dishes and pots. Powders are often the least expensive, single-dose packets or tablets are the most practical but also typically the most expensive, and liquids or gels are in the middle of the price range. It is also projected that a considerable rise will influence RandD and product releases in this industry in using plant-based and sustainable cleaning solutions for household and commercial applications in growing economies like India, China, Malaysia, and Singapore, among others. For instance, the home care company Cleancult provides a selection of plant-based dishwashing products, such as liquid dish detergent and dishwasher tablets, that are made with biodegradable materials and packaged in environmentally friendly containers that can be refilled. These dishwashing care items come in various flavors, including blue sage, grapefruit basil, lemongrass, and sweet honeysuckle.

Based on sales channels, the global dishwash laundry care market is bifurcated into hypermarkets/supermarkets, convenience/grocery stores, e-commerce, and other distribution channels. 

The hypermarkets/supermarkets segment owns the highest market and is estimated to grow at a CAGR of 4.05% during the forecast period. The sales of dishwashing and laundry care, comprising powders, liquids, and capsules, through supermarkets and hypermarkets are anticipated to account for the most significant shares during the projected period due to the ample retail space catering to a wide variety of tastes. The demand for these products expanded due to the worldwide hypermarket market. Due to their expansive layout, these stores offer a wide selection of dishwashing and laundry detergents in various sizes and packaging. Due to their excellent visibility, a vast amount of available rack space, and other characteristics, supermarkets have become a hotbed for new product introductions. Producers and merchants enter the market by developing their private-label brandsbecause there is such a significant market opportunity. One possible explanation for the market share growth of the studied niche is a rise in bulk purchasing by consumers who wish to save time and money by reducing the number of times they must visit a store. As a result, sales of laundry and dishwashing detergents in stores around the world have increased due to this trend.

One of the most popular sales channels among consumers in emerging and underdeveloped nations worldwide is convenience stores. This is because convenience stores typically serve more areas and provide customers with excellent service and affordable costs. These stores receive a higher volume of daily customers than other retailers, enabling the brands to be seen by many people. The perfect venue for showcasing dishwashing and laundry detergent businesses' products is convenience stores. To allow customers to examine the ingredients and costs of several brands before making a purchase, many convenience stores redesign their shelves by establishing a different aisle for dishwashing and laundry care items. Convenience stores have an advantage over the other channels due to this feature in terms of brand visibility and retail spacing tactics. Additionally, many convenience stores, including 7-Eleven and Family Mart, are open later than most traditional retail establishments, suggesting they are available for extended service times.

Recent Developments

• August 2022- Procter and Gamble highlighted its newest ideas in laundry care, hair care, and more using the hashtag PG Innovation on various social media campaigns. The world’s largest fast-moving consumer goods company promoted a no-rinse Pantene conditioner, Ecoclic fabric care packaging, and Dawn Powerwash manual dish detergent.
• September 2022- Unilever launched its most potent and sustainable laundry capsules.