US Laundry Detergents Market Research Report: By Product Type (Bars, Powder, Liquid, Pods, Others) and By Distribution Channel (Store-Based, Non-Store-Based) - Forecast to 2035

US Laundry Detergents Market Overview

US Laundry Detergents Market Size was estimated at 16.45 (USD Billion) in 2023. The US Laundry Detergents Market Industry is expected to grow from 17.56(USD Billion) in 2024 to 28.5 (USD Billion) by 2035. The US Laundry Detergents Market CAGR (growth rate) is expected to be around 4.501% during the forecast period (2025 - 2035).

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

Key US Laundry Detergents Market Trends Highlighted

The US Laundry Detergents Market is experiencing noteworthy trends driven by increasing consumer preference for eco-friendly products and the growing focus on sustainability. Many consumers are becoming more conscious of their environmental impact, prompting manufacturers to innovate with biodegradable formulations and sustainable packaging. The demand for concentrated and high-efficiency detergents has surged, as these products typically require less water and energy during use, aligning with energy conservation efforts prevalent in the US. Moreover, the trend of home laundering over professional services has gained momentum, particularly after the pandemic, as more Americans prioritize hygiene and convenience in their daily routines.Social factors, such as working from home, have also influenced how people approach laundry, increasing the frequency of washing and subsequently raising the demand for various laundry detergent options. There are also opportunities in the market for expanding products tailored to specific needs, such as detergents designed for sensitive skin or those catering to particular fabrics. Recent times have seen a noticeable shift towards premium laundry detergents, including those with advanced stain-fighting capabilities and luxury fragrances. Online retail and subscription models have gained traction, allowing consumers in the US to access a broader range of products conveniently.As consumers continue to explore a variety of options, brands can capitalize on this shift by enhancing their digital presence and offering innovative solutions that align with the evolving preferences in the US market. Overall, these trends point to a dynamic landscape, where adaptability and sustainability are crucial for success.

US Laundry Detergents Market Drivers

Increasing Demand for Eco-Friendly Products

The growing awareness among consumers regarding environmental issues has significantly driven the US Laundry Detergents Market Industry towards sustainable products. Recent surveys indicate that 58% of American consumers prefer to purchase eco-friendly laundry detergents, reflecting a major consumer shift towards green products. Companies like Procter & Gamble and Unilever have responded by expanding their lines of environmentally friendly products, which not only cater to this increased demand but also help improve brand loyalty and market share.Furthermore, the U.S. Environmental Protection Agency (EPA) highlights that eco-friendly detergents reduce harmful chemicals entering wastewater, aligning with the objectives of the Clean Water Act. This growing consumer preference for sustainable options is expected to propel the growth of the eco-friendly segment in the US Laundry Detergents Market Industry.

Growth in E-Commerce and Online Shopping

The surge in online shopping, particularly accelerated by the COVID-19 pandemic, has created a significant opportunity for the US Laundry Detergents Market Industry. Statistics show that e-commerce platforms have seen a 44% increase in sales of laundry products in 2020 compared to previous years. Major retail chains such as Walmart and Amazon have also expanded their online offerings for laundry detergents, ensuring ease of access for consumers. According to the U.S.Department of Commerce, e-commerce sales accounted for 14.3% of total retail sales in the second quarter of 2021, and this trend is expected to continue. This rise in e-commerce will likely lead to broader distribution channels and greater market penetration for laundry detergent brands in the coming years.

Changing Consumer Lifestyles and Increased Spending on Household Products

Shifts in consumer lifestyles, particularly with more people working from home during the pandemic, have increased the amount of laundry being done and, consequently, the demand for laundry detergents. The Bureau of Economic Analysis reported a 10% increase in personal consumption expenditures on household products during the pandemic period, reflecting a significant rise in spending in this category. Companies like Seventh Generation have noted this trend and have begun launching targeted marketing campaigns to capitalize on the increased usage of laundry products.As households prioritize cleanliness and hygiene alongside their convenience in laundry-related options, it is expected that the US Laundry Detergents Market Industry will experience sustained growth driven by these lifestyle changes.

US Laundry Detergents Market Segment Insights

Laundry Detergents Market Product Type Insights

The US Laundry Detergents Market is diversely segmented by Product Type, which plays a crucial role in determining consumer preferences and driving overall market dynamics. Within the product types, Bars, Powder, Liquid, Pods, and Others each serve unique consumer needs and preferences, reflecting varying levels of convenience and efficacy. Liquid detergents are often favored due to their ease of use and effectiveness on a wide variety of stains, making them a leading choice among households. Powder detergents, traditionally popular, are lauded for their cost-effectiveness and ability to tackle tough stains, particularly in the case of large families or heavy-duty cleaning tasks.The emergence of Pods has transformed the market landscape by offering a convenient and mess-free solution that appeals to tech-savvy, time-constrained consumers seeking efficiency in their laundry routines. Meanwhile, Bars cater to those who prefer a more traditional method or are looking for a portable option, such as travelers or those with limited space. Other forms may encompass specialty detergents, which address unique requirements such as hypoallergenic properties or eco-friendly formulations, tapping into the growing trend towards sustainability.The differentiation among these Product Types allows retailers and manufacturers to cater effectively to the diverse preferences of US consumers, emphasizing convenience, performance, and specialty features, all of which are increasingly becoming important in today’s fast-paced lifestyle. The overall segmentation within the US Laundry Detergents Market highlights the intricate balance consumers seek between performance, convenience, and environmental considerations, shedding light on evolving trends and the potential for continued growth in various product categories.Each product type holds significant implications in terms of market share, reflecting its positioning in consumer habits and preferences, thus underscoring the dynamic nature of the US Laundry Detergents Market landscape.

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

Laundry Detergents Market Distribution Channel Insights

The Distribution Channel segment of the US Laundry Detergents Market plays a vital role in ensuring product availability and accessibility for consumers. This segment is primarily divided into two key categories: Store-Based and Non-Store-Based channels. Store-Based channels, which include supermarkets, hypermarkets, and convenience stores, tend to dominate due to their physical presence and the convenience they offer to shoppers. These retail formats frequently organize promotional activities and product placements, enhancing consumer engagement and driving sales.Conversely, Non-Store-Based channels, which encompass online retailers and e-commerce platforms, have gained significant traction in recent years, influenced by the growing trend of online shopping and the convenience it offers consumers, especially in urban areas. Digital transformation has led to the emergence of various strategies, including subscription services and direct-to-consumer sales, further enhancing market dynamics. According to market data, both distribution channels are expected to grow, but the trend towards online shopping is likely to shape the future landscape of the US Laundry Detergents Market, presenting both challenges and opportunities for traditional retailers.Overall, the Distribution Channel segment's evolution will significantly impact the industry, reflecting changing consumer preferences and shopping habits.

US Laundry Detergents Market Key Players and Competitive Insights

The US Laundry Detergents Market is characterized by fierce competition and a diverse range of products catering to various consumer preferences and needs. This market includes a mix of well-established brands and newcomers, each vying for a share by offering innovative formulations, sustainability features, and appealing packaging. The competitive dynamics are influenced by factors such as pricing strategies, marketing campaigns, product quality, and consumer trends towards eco-friendly and efficient cleaning solutions. Companies are continuously looking to differentiate themselves through research and development, aiming to capture the growing demand for advanced cleaning products that are both effective and environmentally friendly. Additionally, consumer insights and preferences play a crucial role in shaping the offerings, as buyers increasingly seek laundry detergents that align with their values, such as sustainability and health safety. In the context of the US Laundry Detergents Market, Church and Dwight emerges as a prominent player known for its strong market presence and brand loyalty. With a focus on innovation, Church and Dwight has developed a diverse portfolio of laundry detergent products that includes both traditional and eco-friendly options, appealing to a wide array of consumers. The company is recognized for its effective formulations, which not only deliver excellent cleaning performance but also cater to changing consumer demands for more sustainable choices. Its strategic marketing and distribution channels further strengthen its competitive edge, allowing Church and Dwight to maintain a solid footing in the market while continually expanding its reach. The company’s commitment to quality and consumer satisfaction reinforces its reputation and results in a loyal customer base.Seventh Generation represents another significant presence in the US Laundry Detergents Market, primarily recognized for its focus on sustainability and environmentally friendly products. The company offers a range of laundry detergents that are plant-based and free from harmful chemicals, appealing to health-conscious and eco-aware consumers. Seventh Generation’s key products include liquid detergents, laundry pods, and fabric softeners, all designed to ensure effective cleaning while minimizing environmental impact. The brand is known for its strong advocacy in sustainability and transparency, which enhances consumer trust. Mergers and acquisitions have played a role in expanding its product line and market reach, further solidifying its position within the industry. With a growing emphasis on green products, Seventh Generation benefits from its reputation as a pioneer in eco-friendly household cleaning solutions, successfully capturing the interest and loyalty of a discerning consumer base in the U.S. market.

Key Companies in the US Laundry Detergents Market Include

• Church and Dwight


• Seventh Generation


• Henkel


• SC Johnson


• Arm and Hammer


• Lime Crime


• Procter and Gamble


• Laundry Sauce


• Reckitt Benckiser


• Ecover


• Unilever


• Persil


• Xtra


• ColgatePalmolive


• Purex

US Laundry Detergents Market Industry Developments

In recent months, the US Laundry Detergents Market has seen significant developments, particularly with increasing consumer demand for eco-friendly products. Companies such as Seventh Generation and Ecover are leading in sustainable initiatives, producing plant-based detergents that appeal to environmentally conscious consumers. Church and Dwight reported continued growth in its Arm and Hammer brand, which capitalizes on a strong reputation for efficacy and value.In terms of mergers and acquisitions, Reckitt Benckiser announced in July 2023 its acquisition of a smaller eco-friendly laundry detergent brand, enhancing its presence in sustainable cleaning products that resonate with current consumer trends. U.S. market valuations have shown growth, with the overall laundry detergent segment expected to reach a market value of nearly $10 billion by the end of 2023, bolstered by innovations from Procter and Gamble, which has introduced new concentrated formulas. Walmart's focus on in-house brands, like their Great Value line, is also impacting market dynamics by diversifying available options for consumers. This evolving competitive landscape reflects broader shifts in consumer preferences and emphasizes the importance of sustainability in the US Laundry Detergents Market.

US Laundry Detergents Market Segmentation Insights

Laundry Detergents Market Product Type Outlook

• Bars


• Powder


• Liquid


• Pods


• Others

Laundry Detergents Market Distribution Channel Outlook

• Store-Based


• Non-Store-Based

Report Scope

Report Attribute/Metric Source:	Details
MARKET SIZE 2018	16.45(USD Billion)
MARKET SIZE 2024	17.56(USD Billion)
MARKET SIZE 2035	28.5(USD Billion)
COMPOUND ANNUAL GROWTH RATE (CAGR)	4.501% (2025 - 2035)
REPORT COVERAGE	Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
BASE YEAR	2024
MARKET FORECAST PERIOD	2025 - 2035
HISTORICAL DATA	2019 - 2024
MARKET FORECAST UNITS	USD Billion
KEY COMPANIES PROFILED	Church and Dwight, Seventh Generation, Henkel, SC Johnson, Arm and Hammer, Lime Crime, Procter and Gamble, Laundry Sauce, Reckitt Benckiser, Ecover, Unilever, Persil, Xtra, ColgatePalmolive, Purex
SEGMENTS COVERED	Product Type, Distribution Channel
KEY MARKET OPPORTUNITIES	Eco-friendly product demand, Innovations in scent delivery, Growth in online sales channels, Targeting eco-conscious consumers, Expansion of specialized detergent lines
KEY MARKET DYNAMICS	Product innovation, Eco-friendly formulations, Price competition, Consumer preferences shift, E-commerce growth
COUNTRIES COVERED	US