What you need to know

In 2019, home laundry products are estimated to reach sales of nearly $14.4 billion, a 14% increase from 2014. While the market enjoys strong penetration – as nearly all consumers purchase laundry products – industry players are challenged to generate meaningful sales growth due to shoppers’ habitual approach to the category. Mintel projects continued modest growth of laundry products from 2019-24.

Definition

For the purposes of this Report, Mintel includes the following as part of home laundry products:

  • Clothes-washing detergents (also includes fine-washable detergents)

  • Liquid fabric softeners

  • Fabric softener sheets (also includes dryer bars)

  • Laundry care products (solid-form in-wash scent boosters, laundry starch, static control/fabric protectors)

  • Bleach (SHC [sodium hypochlorite] and color-safe)

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