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Laundry Sanitizer Products Market Size, Share, & Trends Analysis Report (2023 – 2030)
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Report Overview
The global laundry sanitizer products market was valued at USD 3.2 billion in 2022 and is projected to expand at a CAGR of 9.5% from 2023 to 2030. Laundry sanitizer products are gaining traction due to their anti-microbial properties and their ability to eliminate harmful bacteria, fungi, and viruses from laundry. Furthermore, the growing awareness about hygiene, the rising trend of using natural laundry sanitizers, and the increasing demand for eco-friendly products are driving the growth of the market.
The increasing prevalence of diseases such as COVID-19, influenza, and other communicable diseases is boosting the demand for laundry sanitizer products. Furthermore, the rising demand for laundry sanitizers from the hospitality industry is further driving the market growth. Hotels and other hospitality businesses are using laundry sanitizers to ensure that their linens and towels are properly sanitized and free from bacteria and viruses.
On the other hand, the availability of counterfeit products and the high cost of laundry sanitizers are some of the factors hindering the growth of the market. Despite this, market players are introducing innovative products to cater to consumer needs. For instance, in January 2021, Clorox launched a new laundry sanitizer product line called Clorox Total 360. The product offers a unique and innovative solution for killing germs in hard-to-reach places. Furthermore, the rising trend of the DIY segment is expected to create lucrative opportunities for market players in the coming years.
The increasing demand for laundry sanitizers from the healthcare industry is another major factor driving the market. The growing awareness about hygiene and the increasing demand for safe and effective products are driving the demand for laundry sanitizers from the healthcare sector. Furthermore, the growing number of hygiene-related diseases is boosting the demand for laundry sanitizers from the healthcare sector.
The increasing penetration of laundry sanitizers in the consumer market is expected to further drive the growth of the market. The growing demand for laundry sanitizers in the consumer space is majorly attributed to the growing health consciousness among consumers. Furthermore, the increasing number of new product launches is further expected to drive the market. For instance, in March 2021, Henkel launched a new laundry sanitizer brand called Persil ProClean Sanitize. The product is designed to provide better cleaning and disinfecting power, with the added benefits of killing 99.9% of bacteria, viruses, and other germs.
Product Insights
The laundry sanitizer segment is anticipated to expand at the fastest CAGR of 10.1% over the forecast period. Growing awareness about hygiene and the need for sanitization is driving the demand for laundry sanitizers. According to an article published by the World Health Organization in December 2019, it is important to ensure that clothes and bed linen are properly washed and sanitized to reduce the risk of disease transmission. Additionally, technological innovation in terms of providing better and more effective sanitization is driving the demand for laundry sanitizers worldwide.
The detergent segment led the market and accounted for a share of around 41.1% in 2019. Growing consumer preferences towards convenience products and rising disposable income among consumers has been driving the demand for detergents. Furthermore, increasing awareness regarding health and hygiene, and the emergence of various laundry detergent brands are further driving the market growth revenue. According to an article published by the American Cleaning Institute, in April 2020, approximately 95% of all households in the United States use laundry detergents.
Distribution Channel Insights
The supermarkets and hypermarkets segment captured the major share of over 43.2% in 2022. The growth of the segment is mainly driven by the rising consumer inclination towards supermarkets & hypermarkets as a primary source to purchase laundry & sanitizer products. According to a study by The Guardian in 2020, consumer preference for supermarket shopping has grown significantly over the past year, with an increasing number of people opting for a one-stop grocery shop. These establishments also provide a reasonable selection of products and assist customers in making rapid purchasing decisions for the required laundry sanitizer product.
The online segment is anticipated to expand at the highest CAGR of 13.8% over the forecast period. E-commerce development in the laundry and sanitizer industry has been rapid, with companies launching online websites and shopping apps to increase their brand visibility among consumers. For instance, in October 2022, Walmart launched a new online platform for its customers to purchase laundry and sanitizer products. The platform offers customers access to a wide range of laundry and sanitizer products from top brands, as well as exclusive deals and discounts. In addition, it also provides customers with detailed product information and reviews to help them make informed purchasing decisions.
Type Insights
The laundry sanitizers market is segmented on the basis of type into two categories, namely, liquid and powder. In the year 2022, the liquid segment held the largest market share of 55.9%. The rising demand for liquid laundry sanitizers is mainly attributed to the convenience of use and quick action, as well as the availability of a wide range of products. Moreover, the presence of prominent players such as Procter & Gamble and Unilever, who mainly offer liquid laundry sanitizers, is also propelling the growth of the segment.
The powder segment is expected to expand at the highest CAGR of 6.3% over the forecast period. This growth is attributed to the increasing demand for powder laundry sanitizers, especially in developing countries, due to their low price and long shelf-life. In addition, the availability of various detergent powders with added sanitizing ingredients is also boosting the growth of this segment. Furthermore, the rising awareness about the risks associated with using chemical-based products is leading to the increased adoption of powder laundry sanitizers.
Regional Insights
Europe held the largest share of the global laundry sanitizer market in 2020, owing to the increasing demand for sanitization products among consumers in the region. The region is home to many leading players in the market, such as Unilever, Procter & Gamble, and Reckitt Benckiser, who are focusing on expanding their product portfolio and distribution networks. For instance, in May 2020, Unilever launched a range of laundry sanitizers in the UK and Ireland.
The Asia Pacific is expected to witness a significant growth rate in the coming years due to the increasing number of consumers opting for hygiene products in the region. The region is also home to many manufacturers who are launching products with natural ingredients. For instance, in January 2021, Eureka Forbes launched a range of laundry sanitizers in India, which are made from natural ingredients such as lemon and neem.
Financial Projections
In this part of the laundry sanitizer products business plan, we will provide a detailed breakdown of all income and expense categories of the business. These forecasts include cash flow projections and capital requirements for the business. Usually, these projections are drafted for a 5-year period.
Revenue Assumptions
The main sources of revenue for a laundry sanitizer products business come from retail sales, online sales, and bulk sales. Here you will find a list with a description of each of them and other possible sources of profit such as wholesale distribution, private label sales, and international sales.
Projecting Expenses
In this section, all the regular expenses related to keeping the laundry sanitizer products business running will be described. The list of operating expenses includes product and raw materials costs, marketing costs, salaries and wages of employees, rent, utilities, insurance policies, advertising, and others.
Key companies & market share insights
Some of the key companies operating in the laundry sanitizer market are increasingly focusing on product launches and expansion of the distribution channel to gain prominent visibility among consumers. Some of the initiatives are:
– In August 2022, Clorox launched Clorox Ultra, an advanced laundry sanitizer designed to eliminate 99.9 percent of bacteria and viruses.
– In October 2022, Lysol launched Lysol Laundry Sanitizer, a product designed to sanitize clothes and eliminate bacteria and germs.
– In December 2022, Tide launched Tide Sanitize, a laundry sanitizer designed to eliminate 99.9 percent of bacteria and viruses.
Some of the prominent players in the laundry sanitizer market include:
– Clorox
– Lysol
– Tide
– Seventh Generation
– Arm & Hammer
– Purex
– OxiClean
– Theochem Laboratories, Inc.
– Reckitt Benckiser
– EcoLab
Global Laundry Sanitizer Market Segmentation
This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global laundry sanitizer products market based on product type, distribution channel, and region:
1. Product Outlook (Revenue, USD Million, 2017 – 2030)
– Liquid Sanitizers
– Powder Sanitizers
– Wipes
– Others
2. Distribution Channel Outlook (Revenue, USD Million, 2017 – 2030)
– Supermarkets & Hypermarkets
– Online
– Others
3. Regional Outlook (Revenue, USD Million, 2017 – 2030)
– North America
– Europe
– Asia Pacific
– Central & South America
– Middle East & Africa
Frequently Asked Questions
[Q]: What are the Key Drivers of the Laundry Sanitizer Products Market?
[A]: The global laundry sanitizer products market is being driven by the increasing awareness among consumers regarding hygiene and health. With the rise in environmental pollution, consumers are increasingly opting for laundry sanitizer products as it helps in cleaning clothes and eliminating germs and bacteria. Moreover, the growing need for convenience and time saving is expected to spur the growth of the market.
[Q]: Who are the Key Players in the Laundry Sanitizer Products Market?
[A]: Henkel AG & Co. KGaA, Reckitt Benckiser Group plc, Procter & Gamble Co., The Clorox Company, Unilever plc, Church & Dwight Co., Inc., and Lonza Group AG are some of the key players in the global laundry sanitizer products market.
[Q]: What are the Major Regions in the Laundry Sanitizer Products Market?
[A]: North America, Europe, Asia Pacific, South America, and the Middle East & Africa are some of the major regions in the laundry sanitizer products market.
[Q]: What are the Different Types of Laundry Sanitizer Products?
[A]: Laundry sanitizer products come in various forms, such as liquid, powder, and tablets. Liquid is the most popular form of laundry sanitizer products, followed by powder and tablets.
[Q]: What are the Potential Growth Opportunities in the Laundry Sanitizer Products Market?
[A]: The growing demand for hygiene and health products and the increasing use of laundry sanitizer products in the hospitality industry are some of the potential growth opportunities for the global laundry sanitizer products market. Additionally, the increasing trend of eco-friendly laundry detergents is expected to provide growth opportunities for the market.
Research Methodology
Impact Analytix employs a comprehensive and iterative research methodology focused on minimizing deviance in order to provide the most accurate estimates and forecasts possible. The company utilizes a combination of bottom-up and top-down approaches for segmenting and estimating quantitative aspects of the market. In Addition, a recurring theme prevalent across all our research reports is data triangulation which looks market from three different perspectives. Critical elements of the methodology employed for all our studies include:
Preliminary data mining
Raw market data is obtained and collated on a broad front. Data is continuously filtered to ensure that only validated and authenticated sources are considered. In addition, data is also mined from a host of reports in our repository, as well as a number of reputed paid databases. For a comprehensive understanding of the market, it is essential to understand the complete value chain and in order to facilitate this; we collect data from raw material suppliers, distributors as well as buyers.
Technical issues and trends are obtained from surveys, technical symposia, and trade journals. Technical data is also gathered from an intellectual property perspective, focusing on white space and freedom of movement. Industry dynamics with respect to drivers, restraints, and pricing trends are also gathered. As a result, the material developed contains a wide range of original data that is then further cross-validated and authenticated with published sources.
Statistical model
Our market estimates and forecasts are derived through simulation models. A unique model is created and customized for each study. Gathered information for market dynamics, technology landscape, application development, and pricing trends are fed into the model and analyzed simultaneously. These factors are studied on a comparative basis, and their impact over the forecast period is quantified with the help of correlation, regression, and time series analysis. Market forecasting is performed via a combination of economic tools, technological analysis, industry experience, and domain expertise.
Econometric models are generally used for short-term forecasting, while technological market models are used for long-term forecasting. These are based on an amalgamation of the technology landscape, regulatory frameworks, economic outlook, and business principles. A bottom-up approach to market estimation is preferred, with key regional markets analyzed as separate entities and integration of data to obtain global estimates. This is critical for a deep understanding of the industry as well as ensuring minimal errors. Some of the parameters considered for forecasting include:
Market drivers and restraints, along with their current and expected impact
Raw material scenario and supply v/s price trends
Regulatory scenario and expected developments
Current capacity and expected capacity additions up to 2030
We assign weights to these parameters and quantify their market impact using weighted average analysis, to derive an expected market growth rate.
Primary validation
This is the final step in estimating and forecasting our reports. Exhaustive primary interviews are conducted, face to face as well as over the phone to validate our findings and assumptions used to obtain them. Interviewees are approached from leading companies across the value chain including suppliers, technology providers, domain experts, and buyers so as to ensure a holistic and unbiased picture of the market. These interviews are conducted across the globe, with language barriers overcome with the aid of local staff and interpreters. Primary interviews not only help in data validation but also provide critical insights into the market, current business scenario, and future expectations and enhance the quality of our reports. All our estimates and forecast are verified through exhaustive primary research with Key Industry Participants (KIPs) which typically include:
Market-leading companies
Raw material suppliers
Product distributors
Buyers
The key objectives of primary research are as follows:
To validate our data in terms of accuracy and acceptability
To gain an insight into the current market and future expectations
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