The US home laundry market is navigating a complex terrain of fluctuating sales projections and a discernible shift in consumer behavior, particularly among younger demographics.
The US home laundry products market is navigating a complex terrain of fluctuating sales projections and a discernible shift in consumer behavior, particularly among younger demographics. Anticipated to face a short-term sales decline of 9% in 2024 before rebounding to a promising 5.1% growth rate from 2023-28, the market’s vitality hinges on strategic innovation and adaptability. A notable openness to new product innovations among 18-34 year olds offers fertile ground for brands to introduce premium laundry solutions, with 48% of consumers willing to experiment with new brands. This trend towards premiumization is driven by a desire for customizable features, such as personalized scents and care for luxury fabrics, reflecting a broader investment in quality and sustainability.
To leverage the opportunities discussed above, brands must focus on partnerships that enhance appliance efficiency, promote the longevity and health of clothing, and develop customizable products that cater to individual preferences and sustainability values. Engaging younger and male consumers through tailored marketing strategies that emphasize premium and sustainable attributes can further solidify a brand’s position in this evolving marketplace.
This report is written by David Hamlette. David joined Mintel as a research analyst in August 2023. Prior to Mintel, he worked as an associate market research consultant in Chicago, providing qualitative insights for CPG and pharma companies. He graduated from George Mason University with a B.S. in Psychology, and the University of Chicago with a M.A. in Social Science.
Consumers want products that lean into eco-luxury and customization to meet their heightened desire for quality, sustainability, and personalization.
David Hamlette
Research Analyst; Health and Wellbeing
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