The Europe laundry detergents market attained a value of USD 26.43 Billion in 2025. The market is expected to grow at a CAGR of 4.30% during the forecast period of 2026-2035. By 2035, the market is expected to reach USD 40.27 Billion.
Awareness about plastic pollution and water contamination has pushed manufacturers in the Europe laundry detergents industry to adopt greener formulations and packaging, including plant-based ingredients and recyclable or refillable containers. In March 2023, Sainsbury’s switched all its 750 ml own-brand liquid laundry detergents from plastic bottles to lightweight, fully recyclable cardboard cartons, cutting plastic use by 22 tonnes and halving carbon emissions. Government regulations supporting circular economy practices further fuel this trend, encouraging brands to innovate in reducing carbon footprints and waste, making sustainability a key competitive advantage.
Laundry detergent refill stations are significantly boosting the Europe laundry detergents market revenue by promoting sustainability and reducing plastic waste. Supported by European Union (EU) regulations mandating refill options in retail spaces, these stations meet growing consumer demand for eco-friendly products. Retailers have introduced refill systems to cut packaging and carbon emissions, appealing to environmentally conscious shoppers. In October 2022, Lidl introduced the United Kingdom's first supermarket laundry detergent refill stations for offering customers a sustainable alternative to single-use plastic bottles. This shift supports circular economy goals and reduces operational costs linked to packaging and logistics.
Base Year
Historical Period
Forecast Period
Persil, a brand under Henkel's Consumer Brands division, achieved a 6.1% organic sales growth in 2023 due to high sales of laundry detergents.
Vanish, a Reckitt-owned brand, is a popular laundry product in over 70 countries, with 63 million households using it in Germany and France alone.
Cold water washing is becoming more prevalent in Europe, as it reduces the carbon footprint from laundry by 40%. Brands like Ariel are offering high-quality detergents that can clean clothes effectively even in low temperatures.
Compound Annual Growth Rate
4.3%
Value in USD Billion
2026-2035
*this image is indicative*
Enzyme-based technologies continue to dominate the Europe laundry detergents market due to their superior stain-removal efficiency at lower temperatures. Advances in enzyme formulations enhance fabric care while reducing energy consumption during washing. Major players are developing next-generation enzymes that target specific stains, further improving detergent performance and sustainability. For instance, in June 2022, Christeyns launched EPIC, an enzymatic detergency system that helps laundries reduce wastewater costs by 25%, enhancing sustainability and operational efficiency.
European consumers increasingly prioritize eco-friendly products, driving demand for biodegradable and sustainable laundry detergents. Brands are responding by reformulating products with plant-based surfactants, enzyme technology, and natural fragrances. In July 2024, United Kingdom-based Ecoegg expanded globally with its innovative, skin-friendly laundry solution for reaching international markets. Government regulations are also accelerating this transformation, making eco-conscious formulations not just a trend, but a necessity for market relevance and compliance.
The Europe laundry detergents industry value is propelled by the growing demand for detergents formulated for sensitive skin and allergy-prone consumers, driven by rising awareness of dermatological health. These products are free from harsh chemicals, dyes, and fragrances, and often dermatologically tested. In April 2024, all® launches sensitive fresh™, a hypoallergenic detergent with a gentle Spring Breeze scent. Free from dyes, this detergent removes 99% of common and seasonal allergens. This segment appeals particularly to families with children and individuals with skin conditions, contributing to overall market growth.
Plant-based detergents are gaining traction due to their reduced environmental impact and appeal to health-conscious buyers. Made from renewable, biodegradable ingredients, these detergents offer effective cleaning without harsh chemicals. In November 2024, Unilever entered a partnership with Nufarm to produce sugarcane-based oil to replace fossil fuels in laundry and beauty product formulations. Consumer trust grows as certifications and transparency increase.
The surge in online shopping has transformed the distribution landscape for the Europe laundry detergents market. Brands leverage e-commerce for personalized marketing, subscription models, and eco-friendly refill deliveries. In April 2023, United Kingdom-based subscription service Smol started delivering super-concentrated, cruelty-free laundry capsules and fabric conditioners directly to the doors of consumers. This channel expands market reach, especially for niche and sustainable detergent brands appealing directly to eco-aware consumers.
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The EMR’s report titled “Europe Laundry Detergents Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
Key Insight: Enzymatic detergents lead the Europe laundry detergents market due to their superior cleaning performance, especially in removing protein-based stains. These detergents contain biological enzymes that help in enhancing energy efficiency. Popular brands are offering enzymatic formulas in both liquid and powder forms across households. In October 2023, BASF launched a new enzyme generation in the Lavergy® portfolio at the SEPAWA Congress in Berlin to enhance detergents. Driven by these trends, enzymatic detergents remain the preferred choice for daily, high-performance, and cost-effective laundry care in Europe.
Market Breakup by Form
Key Insight: Liquid detergents are the most dominant segment in the Europe laundry detergents industry due to their convenience, ease of use, and effectiveness on greasy and oily stains. Consumers appreciate their ability to dissolve quickly, even in cold water, making them energy-efficient and compatible with short wash cycles. Leading brands have expanded their liquid detergent lines with concentrated formulas and eco-friendly packaging. In March 2023, Sainsbury’s launched laundry detergent in eco-friendly cartons, reformulated for improved performance, highlighting sustainability for United Kingdom consumers. Additionally, innovations are further boosting this segment’s popularity across European households.
Market Breakup by Application
Key Insight: The household segment is driving the Europe laundry detergents market expansion, driven by rising urbanization and demand for convenient, effective cleaning solutions. As per the European Commission, Europe's level of urbanisation is estimated to rise to about 83.7% in 2050. Consumers prefer liquid detergents, pods, and eco-friendly options for use in automatic washing machines. Major brands frequently launch innovations tailored for home use. This segment continues to grow with e-commerce expansion and private-label competition, covering a broad range of needs from fragrance preferences to sensitive-skin care.
Market Breakup by Country
Key Insight: Germany is influencing the Europe laundry detergents market outlook, driven by its strong eco-conscious consumer base and demand for high-efficiency cleaning. Regulatory support for green products has spurred innovations, such as phosphate-free powders and plant-based detergents. The country witnesses significant institutional demand from healthcare and hospitality sectors. As per Volza's Germany Export data, the exports of detergent powder in Germany reached 260 shipments from September 2023 to August 2024. With this well-established distribution, Germany remains the most influential player in shaping sustainable trends and product innovation in the European industry.
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Non-Enzymatic Laundry Detergents to Record Popularity in Europe
Non-enzymatic detergents hold a major share of the Europe laundry detergents market to cater to specific consumer needs. These formulations are free from biological enzymes, making them ideal for individuals with sensitive skin, allergies, or conditions. Marketed as hypoallergenic or dermatologically tested, non-enzymatic options focus on natural ingredients and gentle cleansing. In November 2023, United Kingdom-based Delphis Eco launched a non-bio laundry powder free from optical brighteners, dyes, phosphates, and phosphonates, catering to environmentally conscious consumers. Non-enzymatic detergents also cater to niche segments and are steadily growing as demand for skin-safe and sustainable products rises.
Powder Detergents & Pods to Witness Widespread Usage in Europe
Powder detergents remain popular in the Europe laundry detergents industry, particularly for their cost-effectiveness and strong cleaning power on heavy dirt and mud stains. This segment appeals to budget-conscious consumers and large families who prefer bulk purchases. Powder detergents are favoured for their long shelf life and lower carbon footprint during transportation compared to liquids. Brands offer eco-friendly powder options that use biodegradable ingredients and recyclable packaging, catering to sustainability-focused buyers. Despite a gradual shift toward liquids, powder detergents maintain a solid presence in both retail stores and online markets.
Pods are the fastest growing segment in the Europe laundry detergent market as their pre-measured convenience appeals to busy consumers seeking mess-free, precise dosing without measuring cups. Popularized by brands, pods combine multiple detergent types, including enzymes and fabric softeners, into compact capsules. Innovations in eco-friendly, dissolvable pod films and packaging are helping increase consumer trust and environmental acceptance, positioning pods as a promising growth area. For instance, in February 2023, Tesco swapped plastic tubs for recyclable cardboard packaging in its laundry detergent pods to reduce plastic waste and improve sustainability.
Growing Industrial and Institutional Applications of Laundry Detergents in Europe
The industrial and institutional segment holds a large share of the Europe laundry detergents market with higher essentiality in hospitality, healthcare, and commercial laundries. These settings require high-performance detergents capable of handling large volumes and tough stains under stringent hygiene regulations. In June 2022, Belgium-based Christeyns debuted EPIC, its enzyme‑based technology, ideal for hotels, hospitals, and commercial laundries. This segment is further growing steadily, supported by increased tourism, hospital infrastructure, and regulatory emphasis on cleanliness, especially in post-pandemic operations in Europe.
Thriving Laundry Detergents Usage in United Kingdom & France
The United Kingdom laundry detergents market value is expanding, with a strong preference for liquids and capsules. Consumers prioritize convenience and time-saving solutions, reflected in launches that are tailored for short wash cycles. Sustainability is also gaining traction, with major brands introducing plant-based or carton-packaged products. Demand for hypoallergenic, non-bio detergents is high due to skin sensitivity concerns. E-commerce and supermarket private labels are expanding rapidly, offering competitive pricing and variety. The regionals market’s blend of innovation, environmental awareness, and efficiency continues to drive solid growth.
France is a key laundry detergents market in Europe, characterized by its growing demand for eco-friendly and dermatologically tested products. In July 2022, Unilever launched its most powerful and sustainable laundry capsules in France, featuring biodegradable film and concentrated formula, delivering top cleaning performance. The government’s push for circular economy initiatives has influenced packaging design, including refill stations and recycled plastic use. While liquid detergents dominate, powders retain a loyal customer base, particularly in rural areas. France also exhibits strong institutional demand, especially in healthcare and hospitality, where hygiene standards and environmental compliance are crucial.
Key players in the Europe laundry detergents market are employing measures that revolve around innovation, sustainability, and competitive pricing. Leading brands focus on eco-friendly product development, incorporating biodegradable ingredients, concentrated formulas, and refillable packaging to meet growing consumer demand for sustainable solutions. Companies have invested heavily in green chemistry and reduced carbon footprint initiatives. Strategic partnerships and acquisitions allow companies to expand their geographic footprint and diversify portfolios. Collaborations with retailers or tech startups support direct-to-consumer sales models and personalized offerings.
Another core strategy is product innovation and diversification, enabling the introduction of liquid pods, hypoallergenic variants, and scent-specific lines to cater to niche markets and evolving consumer preferences. Firms also leverage digital marketing and e-commerce platforms to enhance brand visibility and reach, especially among younger, tech-savvy consumers. Lastly, price competition and promotional tactics and loyalty programs remain crucial in maintaining market share in a saturated environment. Private-label products from supermarkets also push major players to differentiate through quality and brand trust.
Founded in 1913, The Clorox Company is headquartered in Oakland, the United States and is known for its bleach products and green innovations, including plant-based cleaners under the Green Works® brand. Clorox has received recognition for corporate sustainability and continually advances formulations to reduce environmental impact without compromising cleaning performance.
Established in 1959 and based in Ada, the United States, Amway International Inc. specializes in health, beauty, and home care products as its SA8™ laundry detergents are known for biodegradable formulas and compact packaging. Amway has been a pioneer in direct selling and focuses on eco-conscious innovations in its home care product line.
Founded in 1846, Church & Dwight Co., Inc. is headquartered in Ewing, the United States. Best known for Arm & Hammer™, the company integrates baking soda into many of its laundry and cleaning products and has earned praise for cost-effective, multi-purpose solutions and commitment to reducing plastic use in packaging.
Established in 1977 in Deggenhausen, Germany, Sonett GmbH specializes in organic and biodynamic laundry and cleaning products and is a leader in ecological detergents, using ingredients and natural essential oils. Sonett emphasizes full transparency and has received certifications from eco-labelling bodies for its sustainability efforts.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other players in the Europe laundry detergents market are Unilever plc, The Procter & Gamble Company, Henkel AG & Co. KGaA, S. C. Johnson & Son, Inc, Reckitt Benckiser Group PLC, Bluesun Consumer Brands S.L.U., Werner & Mertz GmbH, Multex Chemicals, and others.
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The market is projected to grow at a CAGR of 4.30% between 2026 and 2035.
Key strategies driving the market include eco-friendly product innovation, use of biodegradable ingredients, concentrated formulas, and sustainable packaging. Companies focus on digital marketing, e-commerce expansion, and catering to niche demands like hypoallergenic and fragrance-free options, while competitive pricing, private-label partnerships, and strategic acquisitions enhance market reach and profitability.
Key trends aiding market expansion include the rising innovation in manufacturing processes to reduce the amount of water used, growing popularity of liquid and tablet detergents, and rising use of detergents by hospitality sector.
Germany, the United Kingdom, France, Italy, and the Netherlands, among others, are the major countries in the market.
The major types of laundry detergents in the market are enzymatic and non-enzymatic detergents.
The various forms of laundry detergents are liquid, powder, and pods, among others.
The major application include household and industrial and institutional, with the household segment accounting for a significant share of the market.
The European Parliament and Council have adopted Regulation (EC) No 648/2004, which establishes common rules for detergents and surfactants across the European Union (EU). This regulation ensures that detergents and surfactants can be sold and used safely across the EU.
Eco-friendly laundry detergents have many advantages, such as being better for the environment, being softer on clothes, being economical, and being more effective in cleaning.
The key players in the market report include The Clorox Company, Amway International Inc., Church & Dwight Co., Inc, Sonett GmbH, Unilever plc, The Procter & Gamble Company, Henkel AG & Co. KGaA, S. C. Johnson & Son, Inc, Reckitt Benckiser Group PLC, Bluesun Consumer Brands S.L.U., Werner & Mertz GmbH, Multex Chemicals, and others.
In 2025, the market reached an approximate value of USD 26.43 Billion.
Germany holds the largest market share driven by strong cultural preference for mineral and sparkling water.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type |
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| Breakup by Form |
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| Breakup by Application |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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