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United States Laundry Detergent Market Share, Size, Analysis: By Type: Regular Detergent, Green Detergent; By Nature: Non-Enzymatic, Enzymatic; By Form: Liquid, Pods, Powder, Sheet, Others; By Application: Household, Industrial and Institutional; Regional Analysis; Value Chain Analysis; Price Analysis; Competitive Landscape; 2024-2032
United States Laundry Detergent Market Outlook
The United States laundry detergent market size reached about USD 11.81 billion in 2023. The market is estimated to expand at a CAGR of 3.2% in the forecast period of 2024-2032 to reach a value of USD 15.77 billion in 2032.
Key Takeaways
- Laundry detergents with built-in odour eliminators find application in the healthcare and sports segments to eliminate unwanted scents, sweat, body oils, and bacteria trapped in the fabric.
- The use of ultra-concentrated liquid detergents has increased as a small dosage is sufficient for a bulk load.
- Brands such as Seventh Generation, Mrs Meyers and Method are the primary contributors to the sales of green detergents in the United States.
Changing lifestyles have made consumers more conscious about their personal wellbeing and hygiene. Buyers are opting for laundry detergents that eliminate odour, chlorine, sweat, and dirt while maintaining the life of clothes. Companies are manufacturing products that completely rinse out of the clothing fibres and help prolong the life and stretch of activewear and swimwear. The use of laundry detergent for cleaning daily wear in households is the major contributor to its sales.
The United States of America is home to several laundry detergent manufacturers such as Procter & Gamble, Henkel, Church & Dwight, and other private labels. These producers have gained consumer trust by producing dermatologically tested, organic, biodegradable, and hypoallergenic as well as bleach, phosphate, dye and colouring-free laundry detergents. Further, consumers are more accustomed to liquid and unit dose pods, which has resulted in reduced use of powdered laundry detergents.
Further, the rising disposable incomes among the population are contributing to the increased purchase of higher quality detergents, thereby contributing to the United States laundry detergent market expansion.
Figure: US Disposable Personal Income Per Capita
| Year | USD |
| December, 2020 | 52,215.00 |
| December, 2021 | 55,346.00 |
| December, 2022 | 57,577.00 |
| December, 2023 | 61,265.00 |
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Key Trends and Developments
Increasing use of online channels for purchase; rising demand for green laundry detergents; packaging innovations; and rising inclination towards liquid laundry detergents are the key trends impacting the United States laundry detergent market growth
Mar 8, 2024
Tide, the laundry detergent brand of P&G launched Tide Evo, a revolutionary laundry ‘’tile’’ that is lighter, faster, and easy to use.
Apr 12, 2022
S.C. Johnson & Son Inc. announced the introduction of DISSOLVE™ Concentrated Pods in its Windex®, Scrubbing Bubbles®, and fantastik® brands in the United States.
Jul 28, 2022
Unilever announced the launch of a sustainable laundry capsule that is designed for top performance in cold (20°c and below) and short cycles.
Growing trend of online shopping
The rising trend of online shopping has stimulated the purchase of consumer products from e-commerce websites. Further, marketing strategies like free wash or discounts on laundry services to new customers via digital marketing platforms are creating lucrative opportunities for companies to reach multiple households.
Increasing demand for green detergents
Demand for eco-friendly cleaning products is increasing, encouraging manufacturers to develop green laundry detergents that are biodegradable, safe to use, effective and affordable.
Rising demand for liquid laundry detergents
There is a growing demand for liquid detergents in the United States owing to their benefits such as improved stain removal, ease in pre-treatment, and dissolvability in cold water.
Innovation in packaging
Reduced use of plastics and incorporation of recyclable packaging to cover maximum possibilities of sustainability has been trending.
United States Laundry Detergent Market Trends
To generate more sales, several of the leading firms are producing sustainable and plant-based laundry care solutions aimed at meeting the needs of environment-conscious consumers.
Manufacturers are developing sustainable and hypoallergenic laundry detergents that can be used in different machines and are ideal for infants and people with sensitive skin. Regional companies are also providing laundry detergent refill services to reduce the plastic waste generated by consumers.
Laundry detergents, and other fabric care solutions have benefited from increased awareness regarding cleanliness. In 2020 and 2021, laundry detergent sales in the United States increased year-on-year 5.7% and 12.2%, respectively. This increase can be attributed to the growing concern for health and cleaned laundry among the people of the U.S.
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Market Segmentation
“United States Laundry Detergent Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
- Regular Detergent
- Green Detergent
Market Breakup by Nature
- Non-Enzymatic
- Enzymatic
Market Breakup by Form
- Liquid
- Pods
- Non-Biological Pods
- Biological Pods
- Powder
- Sheet
- Others
Market Breakup by Application
- Household
- Industrial and Institutional
Market Breakup by Region
- Southeast
- Far West
- Mideast
- Great Lakes
- Southwest
- Plains
- New England
- Rocky Mountain
Liquid laundry detergents to present healthy growth opportunities for market players in the United States
The United States laundry detergent market share is dominated by liquid laundry detergents, among other forms, owing to their efficiency in cold water and the ability to dissolve without leaving any residue, unlike powdered laundry detergents. The use of ultra-concentrated liquid detergents has increased as a small dosage is sufficient for a bulk load.
Meanwhile, pods, packed inside a dissolvable film, are easy to handle and don’t cause spills. They are widely used for cleaning clothes as they mostly contain liquid, sometimes powder, which is easier to dissolve and have more concentrated cleaning ingredients.
Another major advantage of pods is that they are pre-measured, making it more convenient to drop the appropriate amount required per load.
Competitive Landscape
The market players are focusing on launching improved laundry detergent solutions while utilising sustainable materials and packaging solutions to boost sales.
USA Detergent Manufacturing Inc
Headquartered in the United States, the company is engaged in manufacturing and wholesale distribution of laundry detergents across wholesalers, retail stores, and different B2B clients.
Seventh Generation Inc.
Established in 1988, Seventh Generation Inc. is primarily engaged in manufacturing various products such as household cleaners, baby diapers and wipes, baby personal care, and recycled paper products, among others.
The Clorox Company
Founded in 1913, The Clorox Company is a leading multinational manufacturer and marketer of consumer and professional products, offering its product line for health, wellness, household, and lifestyle segments.
S.C. Johnson & Son Inc.
It is a leading provider of household cleaning solutions and professional items. Besides, it also offers products for air care, home storage, and shoe care.
Other notable players operating in the United States laundry detergent market are The Procter & Gamble Company, Church & Dwight Co., Inc, Earth Breeze, Inc., Kind Laundry, Tru Earth Environmental Products Inc., Earth Friendly Products (Venus Laboratories, Inc.), and Sheets Laundry Club, Inc., among others.
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United States Laundry Detergent Market Analysis by Region
The companies in the United States are focusing on reducing their overall carbon footprint and producing sustainable laundry detergent products. Manufacturers in the Rocky mountain region are producing zero-waste packaging laundry detergent sheets which are eco-friendly and act as a waste free alternative to conventional laundry pods and detergents. These sheets are liquid and plastic free, making it more economical and safer for the environment. Additionally, these detergent sheets are lightweight and compact-sized which make them ideal for storing and traveling.
Phosphate-free detergents are ideal for sectors where phosphates are not permitted such as in municipal wastewater treatment facilities. These detergents are safe for all kinds of cleaning and have the cleaning efficiency of highly concentrated degreasers.
Key Highlights of the Report
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| 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 Nature |
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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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| Price Analysis |
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| Competitive Landscape |
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| Companies Covered |
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*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.
1 Preface
2 Report Coverage – Key Segmentation and Scope
3 Report Description
3.1 Market Definition and Outlook
3.2 Properties and Applications
3.3 Market Analysis
3.4 Key Players
4 Key Assumptions
5 Executive Summary
5.1 Overview
5.2 Key Drivers
5.3 Key Developments
5.4 Competitive Structure
5.5 Key Industrial Trends
6 Market Snapshot
7 Opportunities and Challenges in the Market
8 North America Laundry Detergent Market Overview
8.1 Key Industry Highlights
8.2 North America Laundry Detergent Historical Market (2018-2023)
8.3 North America Laundry Detergent Market Forecast (2024-2032)
8.4 North America Laundry Detergent Market Share by Form
8.4.1 Powder
8.4.2 Liquid
8.4.3 Sheets
8.4.4 Pods
8.4.5 Other
8.5 North America Laundry Detergent Market Share by Nature
8.5.1 Enzymatic
8.5.2 Non-Enzymatic
8.6 North America Laundry Detergent Market Share by Application
8.6.1 Household
8.6.2 Industrial and Institutional
8.7 North America Laundry Detergent Market Share by Country
8.7.1 United States
8.7.2 Canada
9 United States Laundry Detergent Market Overview
9.1 Key Industry Highlights
9.2 United States Laundry Detergent Historical Market (2018-2023)
9.3 United States Laundry Detergent Market Forecast (2024-2032)
10 United States Laundry Detergent Market by Type
10.1 Regular Detergent
10.1.1 Historical Trend (2018-2023)
10.1.2 Forecast Trend (2024-2032)
10.2 Green Detergent
10.2.1 Historical Trend (2018-2023)
10.2.2 Forecast Trend (2024-2032)
11 United States Laundry Detergent Market by Nature
11.1 Non-Enzymatic
11.1.1 Historical Trend (2018-2023)
11.1.2 Forecast Trend (2024-2032)
11.2 Enzymatic
11.2.1 Historical Trend (2018-2023)
11.2.2 Forecast Trend (2024-2032)
12 United States Laundry Detergent Market by Form
12.1 Liquid
12.1.1 Historical Trend (2018-2023)
12.1.2 Forecast Trend (2024-2032)
12.2 Pods
12.2.1 Historical Trend (2018-2023)
12.2.2 Forecast Trend (2024-2032)
12.2.3 Breakup by Type
12.2.3.1 Non-Biological Pods
12.2.3.2 Biological Pods
12.3 Powder
12.3.1 Historical Trend (2018-2023)
12.3.2 Forecast Trend (2024-2032)
12.4 Sheet
12.4.1 Historical Trend (2018-2023)
12.4.2 Forecast Trend (2024-2032)
12.5 Others
13 United States Laundry Detergent Market by Application
13.1 Household
13.1.1 Historical Trend (2018-2023)
13.1.2 Forecast Trend (2024-2032)
13.2 Industrial and Institutional
13.2.1 Historical Trend (2018-2023)
13.2.2 Forecast Trend (2024-2032)
14 United States Laundry Detergent Market by Region
14.1 New England
14.1.1 Historical Trend (2018-2023)
14.1.2 Forecast Trend (2024-2032)
14.2 Mideast
14.2.1 Historical Trend (2018-2023)
14.2.2 Forecast Trend (2024-2032)
14.3 Great Lakes
14.3.1 Historical Trend (2018-2023)
14.3.2 Forecast Trend (2024-2032)
14.4 Plains
14.4.1 Historical Trend (2018-2023)
14.4.2 Forecast Trend (2024-2032)
14.5 Southeast
14.5.1 Historical Trend (2018-2023)
14.5.2 Forecast Trend (2024-2032)
14.6 Southwest
14.6.1 Historical Trend (2018-2023)
14.6.2 Forecast Trend (2024-2032)
14.7 Rocky Mountain
14.7.1 Historical Trend (2018-2023)
14.7.2 Forecast Trend (2024-2032)
14.8 Far West
14.8.1 Historical Trend (2018-2023)
14.8.2 Forecast Trend (2024-2032)
15 Market Dynamics
15.1 SWOT Analysis
15.1.1 Strengths
15.1.2 Weaknesses
15.1.3 Opportunities
15.1.4 Threats
15.2 Porter’s Five Forces Analysis
15.2.1 Supplier’s Power
15.2.2 Buyer’s Power
15.2.3 Threat of New Entrants
15.2.4 Degree of Rivalry
15.2.5 Threat of Substitutes
15.3 Key Indicators for Demand
15.4 Key Indicators for Price
16 Value Chain Analysis
17 Price Analysis
17.1 United States Laundry Detergent Historical Price Trends (2018-2023) and Forecast (2024-2032)
18 Competitive Landscape
18.1 Market Structure
18.2 Company Profiles
18.2.1 USA Detergents Manufacturing Inc.
18.2.1.1 Company Overview
18.2.1.2 Product Portfolio
18.2.1.3 Demographic Reach and Achievements
18.2.1.4 Certifications
18.2.2 Seventh Generation, Inc.
18.2.2.1 Company Overview
18.2.2.2 Product Portfolio
18.2.2.3 Demographic Reach and Achievements
18.2.2.4 Certifications
18.2.3 The Clorox Company
18.2.3.1 Company Overview
18.2.3.2 Product Portfolio
18.2.3.3 Demographic Reach and Achievements
18.2.3.4 Certifications
18.2.4 S. C. Johnson & Son, Inc.
18.2.4.1 Company Overview
18.2.4.2 Product Portfolio
18.2.4.3 Demographic Reach and Achievements
18.2.4.4 Certifications
18.2.5 The Procter & Gamble Company
18.2.5.1 Company Overview
18.2.5.2 Product Portfolio
18.2.5.3 Demographic Reach and Achievements
18.2.5.4 Certifications
18.2.6 Church & Dwight Co., Inc
18.2.6.1 Company Overview
18.2.6.2 Product Portfolio
18.2.6.3 Demographic Reach and Achievements
18.2.6.4 Certifications
18.2.7 Earth Breeze, Inc.
18.2.7.1 Company Overview
18.2.7.2 Product Portfolio
18.2.7.3 Demographic Reach and Achievements
18.2.7.4 Certifications
18.2.8 Kind Laundry
18.2.8.1 Company Overview
18.2.8.2 Product Portfolio
18.2.8.3 Demographic Reach and Achievements
18.2.8.4 Certifications
18.2.9 Tru Earth Environmental Products Inc.
18.2.9.1 Company Overview
18.2.9.2 Product Portfolio
18.2.9.3 Demographic Reach and Achievements
18.2.9.4 Certifications
18.2.10 Earth Friendly Products (Venus Laboratories, Inc.)
18.2.10.1 Company Overview
18.2.10.2 Product Portfolio
18.2.10.3 Demographic Reach and Achievements
18.2.10.4 Certifications
18.2.11 Sheets Laundry Club, Inc.
18.2.11.1 Company Overview
18.2.11.2 Product Portfolio
18.2.11.3 Demographic Reach and Achievements
18.2.11.4 Certifications
18.2.12 Others
19 Key Trends and Developments in the Market
List of Key Figures and Tables
1. North America Laundry Detergent Market: Key Industry Highlights, 2018 and 2032
2. United States Laundry Detergent Market: Key Industry Highlights, 2018 and 2032
3. United States Laundry Detergent Historical Market: Breakup by Type (USD Million), 2018-2023
4. United States Laundry Detergent Market Forecast: Breakup by Type (USD Million), 2024-2032
5. United States Laundry Detergent Historical Market: Breakup by Nature (USD Million), 2018-2023
6. United States Laundry Detergent Market Forecast: Breakup by Nature (USD Million), 2024-2032
7. United States Laundry Detergent Historical Market: Breakup by Form (USD Million), 2018-2023
8. United States Laundry Detergent Market Forecast: Breakup by Form (USD Million), 2024-2032
9. United States Laundry Detergent Historical Market: Breakup by Application (USD Million), 2018-2023
10. United States Laundry Detergent Market Forecast: Breakup by Application (USD Million), 2024-2032
11. United States Laundry Detergent Historical Market: Breakup by Region (USD Million), 2018-2023
12. United States Laundry Detergent Market Forecast: Breakup by Region (USD Million), 2024-2032
13. United States Laundry Detergent Market Structure
Key Questions Answered in the Report
The market reached a value of about USD 11.81 billion in 2023.
The market is projected to grow at a CAGR of 3.2% between 2024 and 2032.
The market is estimated to witness a healthy growth in the forecast period of 2024-2032 to reach a value of USD 15.77 billion by 2032.
The different types are regular detergents and green detergents.
The key markets for laundry detergents are Southeast, Far West, Mideast, Great Lakes, Southwest, Plains, New England, and Rocky Mountain.
The driving factors include increased adoption of liquid detergents, rising demand for environment-friendly laundry detergents, and the growing availability on e-commerce platforms.
The applications include household, industrial, and institutional.
The key players in the market include USA Detergent Manufacturing Inc, Seventh Generation Inc., The Clorox Company, Johnson & Son Inc., The Procter & Gamble Company, Church & Dwight Co., Inc, Earth Breeze, Inc., Kind Laundry, Tru Earth Environmental Products Inc., Earth Friendly Products (Venus Laboratories, Inc.), and Sheets Laundry Club, Inc., among others.
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