Global Liquid Detergent Market – Industry Analysis, Size, Trends, Growth Drivers, and Forecast until 2021

Renewable energy


The global liquid detergent market was valued at USD 23 billion in 2016 and is expected to surpass USD 34 billion by 2021, says Technavio.

Technavio has announced its latest market research report on the global liquid detergent market, under its cosmetics and toiletry portfolio. This market analysis discusses the major drivers and key emerging trends and offers an analysis of key vendors like Church & Dwight, Henkel, P&G, The Clorox Company, and Unilever.

According to Brijesh Kumar Choubey, a lead analyst for cosmetics and toiletry research at Technavio, “The rising demand for eco-friendly liquid detergents is one of the major drivers of the global liquid detergent market. With the increasing worldwide concern about environment sustainability, laundry detergent manufacturers are also adopting ways to make the product more environmentally safe. They are increasingly adopting eco-friendly practices and products as well.”

Manufacturers such as Seventh Generation offer a variety of natural and plant-based laundry detergent. They are launching organic laundry detergent products that have biodegradable components such as natural washing soda, coconut oil- and mineral-based surfactants, and plant-based enzymes. Some eco-friendly laundry detergent launched by leading players are Persil Bio Liquid Detergent by Henkel, Omo Green by Unilever, and Gain Flings by P&G.

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Marketing initiatives

Vendors along with investing in regular marketing activities are also focusing on strategies to attract local customers. In APAC, vendors are using push marketing strategy by making consumers aware about their products to increase their penetration rates in households. For this strategy, they are distributing free samples of products to make consumers try their products. For example, Unilever distributes free samples of its Surf liquid detergent sachets to encourage consumers to try their products. The boom in organized retail in key countries in the APAC region has provided vendors with immense opportunity.

Development of convenient packaging options

Product packaging is one of the most important differentiating factors for laundry care products. For this reason, manufacturers are now focusing on offering different packaging innovations in their products to enhance product convenience and brand visibility. For example, P&G offers the products of its brand Tide under three different sizes, based on packaging styles. Another packaging innovation in liquid detergents comes in the form of squirt bottles. The squirt bottle enables users to let out only a certain amount of liquid with each pump.

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This research report includes an in-depth analysis and market shares and sizes of the sub-segments and geography. A competitive analysis of the key companies, including their market shares, business overview, key financials, etc. is provided in this study. This market study also provides a detailed analysis of key drivers, challenges, and opportunities influencing this market.

A more detailed analysis is available in the Technavio market research report titled, ‘Global Liquid Detergent Market 2017-2021‘. Technavio also customizes reports by other regions and specific segments upon request.

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