Technavio's latest market research report on the global laundry and dishwashing detergent marketprovides an analysis of the most important trends expected to impact the market outlook from 2017-2021. Technaviodefines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.
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Technavio has published a new report on the global laundry and dishwashing detergent market from 2017-2021. (Graphic: Business Wire)
The increased use of washing machines and dishwashers in developed countries is driving the market. This has led to greater production of dishwashing tablets, which are very convenient to use. The major vendors in the market are Colgate-Palmolive, Henkel, Reckitt Benckiser, P&G, and Unilever.
"With the rise in disposable income, consumers are shifting to appliances such as washing machines and dishwashers. As a result, there is a rise in demand for laundry and dishwashing detergent. The use of such appliances is high in developed countries, and is slowly gathering momentum in developing countries," says Tamal Saha, a lead analyst at Technavio for retail goods and services research.
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The top three emerging market trends driving the global laundry and dishwashing detergent market according to Technavio research analysts are:
- Eco-friendly and sustainable products
- Rising demand for automatic dishwashing tablets
- Introduction of regional brands
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Eco-friendly and sustainable products
Detergent products consist of chemicals, enzymes, surfactants, bleaches, and other ingredients. Some of these chemicals are hazardous and affect the human health. Phosphate present in detergent enables efficient cleaning. However, the residue upon entering water bodies creates eutrophication, which causes toxic bacteria growth in water. So, there are regulations by the governments to produce eco-friendly products. The use of phosphates is becoming less, thereby reducing the harm to the environment.
"Manufacturers have started following sustainable practices for producing safe, non-toxic, and biodegradable products, which are safe for the environment and family health. Henkel has launched a detergent called Persil, which reduces the effort needed to clean laundry and lowers the harm to the environment as it is chlorine free," says Tamal.
Rising demand for automatic dishwashing tablets
Automatic dishwashing tablets contain polymers, protease enzymes, and salts. They are convenient to use as they are wrapped in a water-soluble polymer. P&G offers such automatic dishwashing tablets under its flagship brand Fairy. In developed countries like the UK, the US, and Germany, there is an increased use of automatic dishwashing tablets. As many consumers are becoming aware of the benefits of dishwashing tablets in saving time and energy, their usage has increased. In 2016, these tablets accounted for nearly 75% of the dishwashing detergent in these countries. An increase in population and growing household penetration of dishwashers are factors driving the growth of automatic dishwashing tablets.
Introduction of regional brands
As there is a difference in the consumption patterns across regions, vendors are either introducing regional brands or acquiring the existing brands in the region. In 2015, Henkel acquired Colgate-Palmolive's laundry detergent and pre-wash brands like Cold power and Fab Dynamo in Australia and New Zealand to capture a greater share of the global laundry and dishwashing detergent market and penetrate these countries.
Strong vendors are continuously innovating their capabilities to meet the customer needs. Persil, the flagship brand of Henkel, has different laundry detergent for different countries like Persil Pro Clean in the US, Persil Power Gel in Russia, and Persil Universal and Kraft Gel in Austria.
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