Laundry Care Products Market, by Product Type (Detergents, Fabric Softeners, Carpet Cleaners, Bleach, and Others), and by Distribution Channel (Hypermarket, Supermarket, Online Stores, Convenience Stores and Others) - Global Industry Insights, Trends, Outlook, and Opportunity Analysis, 2018-2026

  • To Be Published : Aug 2019 |
  • Format : CMI Insight PPT Format CMI Insight PDF Format

The laundry care products market is majorly driven by high daily consumption of these products. Laundry care accounts for 50% of daily used products. Increasing awareness regarding health and hygiene among the consumers is expected to boost growth of the laundry care products market over the forecast period. Laundry is the largest category in the home and personal care segment. For instance, Procter & Gamble has 57 different products under the brand name Tide. These products are also categorized based on size as 'Family Loads', 'Heavy-Duty Loads', and 'Quick Loads'. A wider range of products are now offered by industry players, such as washing machine-oriented detergents, which offer functional benefits such as addition of fragrance, developing new forms of products such as liquid detergents. They also offer pre-wash and post-wash products to further increase their reach and increase sales by targeting various complementary segments.

Increasing adoption of cloth wash line in various developed economies such as US and Canada has allowed the government organizations such as Colorado Department of Public Health and Environment to exert strict rules on the practice of publicly availed cloth wash lines. According to CDPHE, Laundry facilities, shall be maintained clean and in good repair; except when life skills training is provided, laundry facilities shall be inaccessible to children. These regulations provide safety to children from various chemicals, which they are exposed during usage of various laundry care products such as fabric softeners and bleaches. High competition among various brands such as Ensueno, Cloralen, Pnol detergents, and Pril, results in major price wars, with consumer largely characterized by a lack of brand loyalty. This leads to major market volatility in terms of key players in the market. However, stringent regulations leading to product recall is one of the major factor restraining growth of the market. Various brands from major companies were recalled due to their harmful side effects of health. For instance, gain liquid laundry detergent, a product of Procter & gamble co. was called back due to eye irritations and symptoms of nausea, vomiting, and diarrhea by exposure. In 2012, laundry detergent pods were launched. However it caused serious health hazard in young children such as skin irritation, nausea, diarrhea etc. According to the American Association of Poison Control Centers, in 2015, around 6,046 incidences were reported wherein, children of age five year and younger ingested or inhaled pods or got pod contents on their skin or in their eyes. Due to this, companies such as Procter & Gamble, maker of Tide Pods provided opaque hard-plastic container with three safety latches and added more prominent safety warnings.

Global Laundry Care Products Market - Market Taxonomy

On the basis of product type, global laundry care products market is segmented into:

  • Detergents
  • Fabric Softeners
  • Carpet Cleaners
  • Bleach
  • Others

On the basis of distribution channel, global laundry care products market is segmented into:

  • Hypermarket
  • Supermarket
  • Online Stores
  • Convenience Stores
  • Others

On the basis of product type, innovation of liquid detergent such as introduction of hyper-concentrated liquid laundry detergent by China’s Bluemoon Company Ltd. helps consumers to save more water and electricity as it contains 47% of surfactant as compared to other laundry detergents and its effect on cleaning supported by the quick and effective results have made it popular amongst the consumers. This correspondently affected the global demand for powdered detergents, which lacked standardization in measuring the amount of detergent to be used. Furthermore, in 2018, Tide launched Tide PODS, which is capable of cleaning more than 900 laundry combinations together.

Global Laundry Care - Market Outlook

Asia Pacific is projected to generate highest revenue share in global laundry care products market during forecast period due to high penetration by companies such as Procter & Gamble, Unilever among others with brands such as Surf Excel, Ariel etc, as manual washing is the most common form of washing clothes in emerging economies such as India, Indonesia, and China. Unilever held leading position in laundry care products market in 2017, owing to its strong distribution network and vast product portfolio, which includes products such as Cif, Comfort, Domex, Rin, Surf Excel, Molto etc. In terms of sales, detergent bars are very profound in the rural areas while liquid detergents are the preferred option in the urban areas conducive to washing appliances.

Europe is the second largest market of laundry care products with the positive development was mainly attributed to the growth in the premium segment such as detergents and fabric softeners. For instance, Unilever in 2017 launched Persil Powergems, which is neither powder nor liquid and provides the power of the major three factors which are cleanliness, freshness, and care coupling with its environment friendly nature reducing time required for washing clothes.

Key strategies adopted by market players includes incorporation of innovative technologies that offers consumers benefits such as tough stain removal, easy dissolution, and superior fragrance. For instance, in 2017, Rin added Rin Matic to its portfolio, a specialist washing machine powder. Furthermore, several manufacturers are also opting for mergers and acquisitions to increase its market presence. Henkel acquired The Sun Products Corporation in 2016.

Key players in the global laundry care products market include Clorox Company, Huntsman International LLC, Wipro Enterprises Limited, Hindustan Unilever, Procter & Gamble, Kao Corporation, Reckitt Benckiser Group, and Henkel AG & Co. KGaA.

Research Methodology

Coherent Market Insights followsa comprehensive research methodology focused on providing the most precise market analysis. The company leverages a data triangulation model which helps company to gauge the market dynamics and provide accurate estimates. Key components of the research methodologies followed for all our market reports include:

  • Primary Research (Trade Surveys and Experts Interviews)
  • Desk Research
  • Proprietor Data Analytics Model

In addition to this, Coherent Market Insights has access to a wide range of the regional and global reputed paid data bases, which helps the company to figure out the regional and global market trends and dynamics. The company analyses the industry from the 360 Degree Perspective i.e. from the Supply Side and Demand Side which enables us to provide granular details of the entire ecosystem for each study. Finally, a Top-Down approach and Bottom-Up approach is followed to arrive at ultimate research findings.

Smiley face

Coherent Market Insights desk research is based on a principle set of research techniques:

  • National level desk research: It Includes research analysis of regional players, regional regulatory bodies, regional trade associations, and regional organization.
  • Multinational level desk research: The research team keeps a track of multinational players, global regulatory bodies, global trade associations, and global organization.

Coherent Market Insights has a large amount of in-house repository of industry database. This is leveraged as a burner for initiating a new research study. Key secondary sources include:

  • Governmental bodies, National and international social welfare institutions, and organizations creating economic policies among others.
  • Trade association, National and international media and trade press.
  • Company Annual reports, SEC filings, Corporate Presentations, press release, news, and specification sheet of manufacturers, system integrators, brick and mortar - distributors and retailers, and third party online commerce players.
  • Scientific journals, and other technical magazines and whitepapers.
Smiley face

Preliminary Data Mining

The raw data is obtained through the secondary findings, in house repositories, and trade surveys. It is then filtered to ensure that the relevant information including industry dynamics, trends, and outlook is retained for further research process.

Data Standardization:

Holistic approach is used to ensure that the granular and uncommon parameters are taken into consideration to ensure accurate results. The information from the paid databases are further combined to the raw data in order to standardize it.

Coherent Statistical model

We arrive at our final research findings through simulation models. Coherent Data Analytics Model is a statistical tool that helps company to forecast market estimates. Few of the parameters considered as a part of the statistical model include:

  • Micro-economic indicators
  • Macro-economic indicators
  • Environmental indicators
  • Socio-political indicators
  • Technology indicators

Data Processing

Once the findings are derived from the statistical model, large volume of data is process to confirm accurate research results. Data analytics and processing tools are adopted to process large chunk of collected informative data. In case, a client customizes the study during the process, the research finding till then are benchmarked, and the process for new research requirement is initiated again.

Data Validation

This is the most crucial stage of the research process. Primary Interviews are conducted to validate the data and analysis. This helps in achieving the following purposes:

  • It provides first-hand information on the market dynamics, outlook, and growth parameters.
  • Industry experts validates the estimates which helps the company to cement the on-going research study.
  • Primary research includes online surveys, face-to face interviews, and telephonic interviews.

The primary research is conducted with the ecosystem players including, but not limited to:

  • Raw Material Suppliers
  • Manufacturers
  • System Integrators
  • Distributors
  • End-users

Choose License Type

"How Can I Help You" ?

Finding it difficult to find the research that would cater to your business demands? Give us a chance to help you. One of our Research Consultants will connect to provide a customized solution.

[email protected]

Key Benefits

  • Custom Research Solution

    Talk to our research consultant to design an exclusive report as per your research needs.

  • Customer Fulfilment

    We aim to fulfil client's research demands with tailored research solutions.

  • Quick Turnaround Time Reports

    We aim to provide research studies in quickest turnaround time and in a much cost effective manner.

  • 360-degree Approach

    We cover each industry from supply and demand side with an aim to provide a most holistic research study.

  • Assured Quality

    We strive to provide most accurate and reliable research findings in our research reports.