Description

This report provides comprehensive and current information and analysis of the home laundry products market including home laundry products market size, anticipated market forecast, relevant market segmentation, and industry trends for the home laundry products market in the US.

Current market landscape

Since the onset of the pandemic, laundry products have been one of the US homecare market’s more stable (or least volatile) categories in terms of sales growth. Brands have stepped up innovation to make products more convenient, sustainable, and effective. However, historic inflation has created a challenging environment. Prices are skyrocketing in part due to consumers’ unusually high disposable income in late 2020 and 2021. Strong demand contributed to supply chain snarls, which more recently have been exacerbated by the conflict in Ukraine. As wages lagged inflation in 2022, the consumer response has involved widespread trading down to budget products.

Market share and key industry trends

  • Laundry care products are the new growth drivers: Consumer attitudinal and behavioral changes are shifting some usage occasions away from detergents toward products that extend the time between washes, preserve color and protect fabrics. Both mainstream and eco-niche brands have been innovating high-performing laundry care products. Brands that ignore this most dynamic segment risk becoming less relevant.
  • Consumers want sustainability without trade-offs: The most innovative brands are pursuing sustainability across all laundry product segments, and for good reason. Consumers show high enthusiasm for waterless unit-dose formats that also improve convenience, better-performing cold water detergents, natural enzymes that protect clothing from stains and odors and even nature-identical ingredients. The market is gradually moving toward a future where eco-friendly products won’t compromise, and could actually enhance, convenience-cleaning efficacy.
  • Value is about more than price: While there are conclusive signs that consumers are trading down to budget products, there are equally compelling signs that even amid 2022’s historic inflation, value is about more than price. Consumers still show high enthusiasm for products that drive convenience, protect clothing and extend its lifespan.

Future market trends in home laundry products

Premium laundry products aren’t down for the count. There has been tremendous growth of premium cold water detergents that reduce energy consumption in the laundry process, as well as fabric sprays that remove odor and allow consumers to go longer between washes. Such products represent cost-savings for the consumer, but to our surprise, low-income consumers are less cognizant of these benefits. 59% of consumers from households earning $150K or more prioritize cold water detergents compared to just 33% of those earning $25K or less, and there are similar usage disparities for sprays that remove odor of lightly worn clothing. Consequently, trading consumers up to save money could represent a strong growth opportunity.

Read on to discover more about the home laundry products consumer market, read our US Home Laundry Products Market Report 2021, or take a look at our other fabric care industry reports.

Quickly understand the home laundry products market

  • The impact of COVID-19 on consumer behavior and the home laundry market.
  • How inflation is impacting consumer behavior.
  • Navigating the trade-off between sustainability and cost-control.
  • Opportunities to drive revenue through pricing strategy and segmentation.
  • Consumer preference for new formats and ingredients.

Covered in this home laundry products market report

Brands include: P&G, Church & Dwight, Henkel Corporation, Tide, Gain, Dreft, Purex, Persil, ProClean, Arm & Hammer, Extra, OxiClean, Reckitt, Lysol, Downy, Gain, Resolve, Clorox, Febreeze, Grab Green Stoneworks, Skip 3 in 1, Unilever, Omo, Persil, Verve, Drmtlgy, Kao, Norwex, Hex, Probisana.

Expert analysis from a specialist in the field

This report, written by Jamie Rosenberg, a leading analyst in the Household and Personal Care sector, delivers in-depth commentary and analysis on home laundry products market research to highlight current trends and add expert context to the numbers.

Home laundry products represent a market in transition. While this is a category that’s historically slow-growing and has low consumer involvement, the last few years have witnessed the trial of new formats and ingredients with the potential to change how consumers think about convenience and sustainability. But maybe more important are attitudinal changes, where consumers are rejecting fast fashion in favor of clothes that are more casual, durable and environmentally sustainable. As this happens, we can anticipate a future where detergent sales slow in favor of laundry care products that cater to these changing attitudes.

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

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of home laundry products, at current prices, 2017-27
      • Figure 2: Category outlook, 2022-27
    • Opportunities and challenges
    • The future will see less washing and more spraying
      • Figure 3: Attitudes toward clothing protection and longevity, 2022
    • Brands must redefine value as consumers trade down
      • Figure 4: Consumers who have traded down and are concerned about utility costs, 2022
    • Fragrance can become an even bigger purchase influencer
      • Figure 5: Scent as a fabric softener purchase influencer, by age, 2022
    • Compact formats drive convenience and sustainability
      • Figure 6: US launches of detergent sheets
    • Key consumer insights
    • Innovate for the “hourglass economy”
    • There’s a need for better promotion of cold water cost benefits
    • Prepare for a fragrance shakeout
    • Consumers want to set it and forget it
    • Cleaner machines, sustainable packaging, skincare ingredients and nature-identical ingredients can grow the market
    • Target younger consumers with skincare messaging and older consumers with cost messaging
  3. Market Size and Forecast

    • Strong growth as consumers return to public life with changing priorities
      • Figure 7: Total US sales and fan chart forecast of market, at current prices, 2017-27
      • Figure 8: Total US retail sales and forecast of home laundry products, at current prices, 2017-27
  4. Segment Performance

    • Laundry care has become the primary growth driver
      • Figure 9: Value share of home laundry product retail sales, by segment, at current prices, 2020 vs 2022
    • Laundry care will continue its run
      • Figure 10: Total US retail sales and forecast of home laundry products, by segment, at current prices, 2017-27
  5. Market Factors

    • The growing cost of living will slow adoption of some innovations
      • Figure 11: Consumer Price Index change from year ago and previous period, 2007-22
    • Brands need to navigate declining consumer confidence
      • Figure 12: Consumer confidence vs unemployment, 2000-22
    • Declining birthrate will slow volume sales
      • Figure 13: US births, 2011-21
  6. Market Share

    • P&G’s dominance grows
      • Figure 14: Multi-outlet sales of home laundry products, by leading companies and brands, rolling 52 weeks 2021 and 2022
  7. Company/Brand Sales by Segment

    • P&G’s dominance is greatest in the detergent segment
      • Figure 15: Multi-outlet sales of laundry detergent, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 16: Consumers who have traded down and are concerned about utility costs, 2022
    • Laundry care is the most competitively dynamic segment
      • Figure 17: Multi-outlet sales of laundry care products, by leading companies and brands, rolling 52 weeks 2021 and 2022
  8. Competitive Strategies and Market Opportunities

    • Downy Rinse & Refresh hopes to be the go-to for odor control
      • Figure 18: Downy Rinse & Refresh
    • P&G wants to make homecare fragrance more vital
      • Figure 19: Garcelle Beauvais partners with Febreze to promote the importance of “scent styling”
    • Stoneworks lets consumers test the scent in-store
      • Figure 20: Grab Green Stoneworks Oak Tree Laundry Pods
      • Figure 21: Scent as a fabric softener purchase influencer, by age, 2022
    • Unilever improves the performance and sustainability of its capsules
      • Figure 22: Skip 3 in 1 laundry pods
      • Figure 23: US launches of cold water laundry detergents, 2013-22
      • Figure 24: Consumers who look for cold water detergents, by age, 2022
      • Figure 25: Concern about the cost of utilities for laundry, by age and income, 2022
    • Drmtlgy shows how the skincare link is evolving
      • Figure 26: Drmtlgy Premium Spa Collection Lavender & Chamomile Linen Mist
    • Fabric care has a compelling natural value proposition
      • Figure 27: Natural brand growth vs market, fabric care, dish care and surface cleaning
    • Free-from laundry brands need to quantify their point of difference
      • Figure 28: Dioxane levels in industry-leading laundry detergents as well as Ingredients Matter
      • Figure 29: Ingredients Matter Lemongrass Laundry Soap Powder
    • Tide goes where no detergent has gone before
      • Figure 30: Tide in space
    • Prepare for a “sheetwave”
      • Figure 31: US launches of detergent sheets
      • Figure 32: Norwex Eco-Wash Laundry Detergent Strips
    • Sports gear detergent brand Hex has landed at Target
      • Figure 33: Hex Laundry Detergent
  9. Market Opportunities

    • Embrace clothing longevity
      • Figure 34: Consumers who extend clothing lifespan and buy fabrics requiring less washing, by age and gender, 2022
      • Figure 35: Yamatomichi merino clothing, Microban Scentry Revive
    • Innovate for the “hourglass economy”
      • Figure 36: Consumers who buy the lowest-priced laundry products, by age and income, 2021
    • Highlight the secondary benefits of microbial fabric care
      • Figure 37: Probisana Probiotic Laundry Detergent
      • Figure 38: Detergents that keep their washing machines clean, any interest, by age and income, 2022
  10. The Home Laundry Product Consumer – Fast Facts

    • There’s a need for better promoting cold water cost benefits
    • Prepare for a fragrance shakeout
    • Consumers want to set it and forget it
    • Cleaner machines, sustainable packaging, skincare ingredients and nature-identical ingredients can grow the market
  11. Laundry Responsibility

    • Couples are more likely to share laundry responsibility after they have children
      • Figure 39: Laundry responsibility, by gender and parental status, 2022
  12. Laundry Product Purchases

    • Liquid detergent still dominates
      • Figure 40: Types of home laundry detergent purchased, 2019-22
    • Income drives detergent choice
      • Figure 41: Detergent purchases, by income, 2021 vs 2022
    • Women use more laundry formats
      • Figure 42: Format usage, by gender, 2022
  13. Laundry Detergent Important Attributes

    • Clothes should look clean, then smell clean
      • Figure 43: Laundry detergent preferred attributes, 2020-22
    • There’s a need to better promote cold water cost benefits
      • Figure 44: Interest in detergents that are effective in cold water, by age and income, 2022
  14. Laundry Care Important Attributes

    • Prepare for a fragrance shakeout
      • Figure 45: Fabric care important attributes, 2022
    • Women are most scent driven
      • Figure 46: Importance of scent and odor removal in fabric care, by gender, 2022
      • Figure 47: Dollar Shave Club advertisement rationalizing male body hair removal
  15. Shopping Attitudes and Behaviors

    • Consumers rarely switch brands
      • Figure 48: Laundry product shopping attitudes and behaviors, 2022
    • The pandemic has left some consumers with a craving for science
      • Figure 49: Consumers who prioritize brands that explain the science behind their products, by age, 2022
  16. Laundry Product Usage Behaviors

    • Consumers want to set it and forget it
      • Figure 50: Laundry product usage behaviors, 2022
    • There is a gender and generational divide around complex laundry routines
      • Figure 51: Behaviors that create extra work, by age and gender, 2022
  17. Interest in and Trial of New Laundry Products

    • Cleaner machines, sustainable packaging, skincare ingredients and nature-identical ingredients can grow the market
      • Figure 52: Interest in and trial of new laundry products, 2022
    • Target younger consumers with skincare messaging and older consumers with cost messaging
      • Figure 53: Detergents that clean the washer and products with skincare ingredients or are from beauty brands, by age, 2022
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  19. Appendix – The Market

      • Figure 54: Total US retail sales and forecast of home laundry products, at inflation-adjusted prices, 2017-27
      • Figure 55: Total US retail sales and forecast of laundry detergent, at inflation-adjusted prices, 2017-27
      • Figure 56: Total US retail sales and forecast of fabric softener liquid, at inflation-adjusted prices, 2017-27
      • Figure 57: Total US retail sales and forecast of fabric softener sheets, at inflation-adjusted prices, 2017-27
      • Figure 58: Total US retail sales and forecast of laundry care products, at inflation-adjusted prices, 2017-27
      • Figure 59: Total US retail sales and forecast of bleach, at inflation-adjusted prices, 2017-27
      • Figure 60: Total US retail sales of home laundry products, by channel, at current prices, 2017-22
  20. Appendix – Companies and Brands

      • Figure 61: Multi-outlet sales of fabric softener liquid, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 62: Multi-outlet sales of fabric softener sheets, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 63: Multi-outlet sales of bleach, by leading companies and brands, rolling 52 weeks 2021 and 2022

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.

Market

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.

Consumer

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

Brand/Company

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.

Data

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