US Home Laundry Products Market Report 2023
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Inflation has forced consumers to trade down, but the market is on the cusp of an innovation renaissance for improved convenience, economy and sustainability. Jamie Rosenberg, Associate Director, Global…

US Home Laundry Products Market Report 2023

£ 3,695 (Excl.Tax)


Stay ahead of the curve and secure future growth for your business with Mintel’s US Home Laundry Products Market Report 2023. The full report covers market performance and drivers, consumer and industry trends, and provides details on competitive strategies and market opportunities. Get a 360° view of the US laundry market including market size, share and five-year forecasted growth.

A selection of key insights analysed in the full report and a summary of the core topics is detailed below.

Key Issues Covered in this Report

  • How inflation is impacting consumer behaviour.
  • The growing convergence of convenience, sustainability and economy.
  • Shifting format preference.
  • Purchase influencers.
  • Interest in innovation.

US Home Laundry Products Market – Current Overview

Volume sales grew during the height of the COVID-19 pandemic as consumers increased the frequency of doing laundry. The rate of growth has slowed over the past two years, and price increases have been the main growth driver. With the rate of inflation already in decline, it is likely that prices will normalise, and brands will need to think beyond price increases to maintain margin expectations.

  • US laundry care products market size: The market grew by an estimated 4.6% in 2023, however growth over the next five years to 2028 is expected to be much slower.

US Laundry Products – Market Opportunities

Cold water cleaning

The income squeeze over the past two years has increased the recognition of the benefits of cold water washing. Not only is it more energy efficient, but it can also help improve the lifespan of clothing. Almost half of US consumers rate ‘effective in cold water’ as one of the most important factors when choosing a laundry detergent, so it is important brands respond to this consumer demand, and promote the economising benefits of cold water washing.

Consumers want convenience

Just under half of consumers use products that extend the period between washing, such as sprays that neutralise odour. This highlights consumers’ demand for convenience formats. Brands that let consumers spray instead of wash to reduce the burden of laundry chores will find themselves at the forefront of the market.

Purchase the full report for more information on the US Home Laundry Products Market, featuring expert analysis of current consumer and industry trends, as well as more opportunities for growth.

Expert Analysis from a Household Industry Expert

This report, written by Jamie Rosenberg, a leading Household and Personal Care analyst, delivers in-depth commentary and analysis to highlight current trends in the US Laundry Products market and add expert context to the numbers.

Inflation has forced consumers to trade down, but the market is on the cusp of an innovation renaissance for improved convenience, economy and sustainability.

Jamie Rosenberg, Senior Global Analyst, Household and Personal CareJamie Rosenberg
Associate Director, Global Household and Personal Care

Table of Contents

  1. Executive Summary

    • Key issues covered in this Report
  2. The Market

    • Market context
    • Market size and forecast
    • Graph 1: average annual household spending on home laundry products, 2018-23
    • Market segmentation
    • Graph 2: total retail sales and forecast of home laundry products, by segment, at current prices, 2028-28
    • Graph 3: interest in and use of innovations that extend the time between washes, 2023
    • Market drivers
  3. Competitive Strategies and market opportunities

    • Graph 4: private label market share, by segment, 2023
    • Graph 5: value share growth of home laundry products, by segment, private label vs total, 2023
    • Graph 6: consumers who have traded down to value laundry products due to inflation, 2023
    • Graph 7: “others” growth rate vs. market, against “others” market share, 2023
    • Graph 8: new product launches of detergent sheets, by region/market, 2018-23
    • Graph 9: interest in and use of home laundry products with a designer fragrance, 2023
    • Graph 10: use of skin conditioning and skin protection ingredients in laundry detergent and laundry care products, 2014-23
    • Graph 11: interest in fabric care products that are safe for sensitive skin, 2023
    • Graph 12: interest in laundry products with skincare ingredients, by age, 2023
    • Graph 13: interest in laundry products with nature-identical ingredients, by age, 2023
  4. The Consumer

    • The consumer: fast facts
    • Graph 14: laundry responsibility, by gender and marital status, 2023
    • Graph 15: purchase of home laundry products, by segment, 2023
    • Graph 16: laundry product format use, by gender, 2023
    • Graph 17: most important factors when choosing laundry detergent, 2022 vs 2023
    • Graph 18: interest in cold water and fabric protection detergents, by income, 2023
    • Graph 19: importance of fragrance and odor removal benefits, 2023
    • Graph 20: consumer perception of detergent benefits, by format, 2023
    • Graph 21: selected detergent sheet attributes, sheet users vs all consumers, 2023
    • Graph 22: select attitudes toward laundry products, 2023
    • Graph 23: laundry behaviors, 2022 vs 2023
    • Graph 24: interest in and use of home laundry innovations, 2023
    • Graph 25: interest in innovations that reduce the frequency of laundry, 2023
  5. Appendix

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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