The global laundry detergent pods market size was valued at USD 9.04 billion in 2018 and is expected to grow at a compound annual growth rate (CAGR) of 4.6% from 2019 to 2025. The product has shown a sharp growth in demand over the years owing to the convenience of measurement it offers during laundry. The tablet is efficient in its application and results in quality along with protecting the fabric. The packaging is recyclable and is often made of recycled material. Celebrity endorsements in countries including China, Japan, and India contribute to rising consumer awareness. This factor is also anticipated to fuel the product demand.
The biggest concern with conventional detergents is the complexity of deciding the appropriate quantity of detergent for a certain load of laundry. Excessive use of detergent harms the fabric and reduces its life, and less than appropriate quantity fails to clean the clothes well. Contrary to this, laundry detergent pods come in pre-measured dose for average soil and load size which guarantees consistent results. These products eliminate the chance of overusing the detergent and depreciating the life of the fabric. Unlike conventional products and bleach, laundry detergent pods soften the clothes and leave a pleasant fragrance.
Manufacturers have been coming up with new strategies to convince people to try these products. Celebrity endorsements is expected to be a popular mean leaving a strong impression on consumers, resulting in better brand recognition and credibility. The product gains instant recognition, trust, and traction in both commercial as well as household application. The penetration of e-Commerce has also supported the growth of the laundry detergent pods market.
Conventionally, the rural and semi urban population in developing economies including China, Pakistan, and Bangladesh aware of the availability of products and brands, was not able to use it owing to its unavailability in local stores. Therefore, e-Commerce companies, such as Amazon, eBay, Snapdeal, Grofers, and others have made the product available irrespective of country and regional boundaries.
Biological laundry detergent pods generated a revenue of USD 3.83 billion in 2018. These products contain enzymes which effectively remove dirt and stains off the fabric with water under 20 degree Celsius. The elimination of heating water during washing clothes for better results, helps conserving energy along with retaining the softness of the fabric. Rising awareness regarding energy conservation is expected to be one of the major factors positively influencing the preference for biological capsules over synthetic counterparts.
Non-biological products is expected to witness a CAGR of 4.3% from 2019 to 2025. Rising focus on water conservation promotes washing clothes in minimum water which can leave detergent residue on the fabric. Active residue can cause allergy and rashes on skin, especially among kids and people with sensitive skin. The enzyme-free non-biological capsules are considered suitable for the skin compared to their biological counterparts. In addition, easy access of these products as a result of low price as compared to biological counterparts is expected to have a strong impact.
Household application accounted for the largest laundry detergent pods market share of more than 60% in 2018 on account of predominant usage in general washing. Washing machine manufacturers including IFB, Whirlpool, and Panasonic among others recommend using laundry detergent pods for the longer life of machines. The concentrated liquid is free of slow dissolving components, which can get stuck in different parts of the washing machine and form a layer resulting in reduced performance of the machine. Celebrity endorsements and promotions through social media influencers have also positively influenced the product adoption in the household segment.
Commercial application is expected to register the fastest CAGR of 5.1% from 2019 to 2025. Increasing demand from the textile industries, the cloth manufacturing work floors, and commercial laundry service providers among others have been driving the growth. Moreover, hospitals are also moving from the conventional detergents to laundry detergent pods. The strong smell of disinfectants is not appreciated by the patients and the smell of bleach can make them sick.
North America accounted for a market share of approximately 35% in 2018 and is expected to expand at a steady CAGR from 2019 to 2025. Growing demand for convenience, sustainability, and flexibility among consumers in the U.S. and Canada is driving the regional product demand. Hotel industry in the U.S. has been one of the major users of laundry detergent pods.
Asia Pacific is anticipated to expand at the fastest CAGR during the forecast period owing to the growth in textile and service industry in developing countries including China and India. Hotels focus on providing class apart hospitality and as a result, use luxurious cleaning and sanitation products. In addition, rapid rise of e-commerce in the region as a result of increasing smartphone usage is expected to open new avenues.
The market is consolidated in nature. Low awareness, high cost, and low affordability have kept the market closed for many. The increasing demand for eco-friendly efficient and cost-effective products is anticipated to create opportunities for the new entrants. In July 2017, Unilever launched a new laundry detergent pods under the brand name, Persil Powergems. The product is capable of removing stains effectively as compared to liquid and powder formulations. Some of the prominent players in the laundry detergent pods market include:
Procter & Gamble
Waitrose & Partners
Market size value in 2020
USD 9.8 billion
Revenue forecast in 2025
USD 12.37 billion
CAGR of 4.6% from 2019 to 2025
Base year for estimation
2015 - 2017
2019 - 2025
Revenue in USD billion and CAGR from 2019 to 2025
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Product, application, region
North America; Europe; Asia Pacific; Central & South America; MEA
U.S.; Germany; U.K.; China; India; Brazil; South Africa
Key companies profiled
Unilever; Procter & Gamble; Ecozone; Waitrose & Partners; ASDA; Sainbury’s; Morrison’s Ltd.; Wilko; Tesco.com; Hema
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This report forecasts revenue growth at global, regional & country levels and provides an analysis on the latest trends and opportunities in each of the sub-segments from 2015 to 2025. For the purpose of this study, Grand View Research has segmented the laundry detergent pods market on the basis of product, application, and region:
Product Outlook (Revenue, USD Billion; 2015 - 2025)
Application Outlook (Revenue, USD Billion; 2015 - 2025)
Regional Outlook (Revenue, Revenue, USD Billion; 2015 - 2025)
Central & South America
Middle East & South Africa (MEA)
b. The global laundry detergent pods market size was estimated at USD 9.4 billion in 2019 and is expected to reach USD 9.8 billion in 2020.
b. The global laundry detergent pods market is expected to grow at a compound annual growth rate of 4.6% from 2019 to 2025 to reach USD 12.37 billion by 2025.
b. North America dominated the laundry detergent pods market with a share of 35.17% in 2019. This is attributable to growing demand for convenience, sustainability, and flexibility among consumers in U.S. and Canada is driving the regional product demand.
b. Some key players operating in the laundry detergent pods market include Unilever, Procter & Gamble, Waitrose & Partners, ASDA, Sainburyâ€™s, Morrisonâ€™s Ltd., Wilko, Tesco.com, and Hema.
b. Key factors that are driving the market growth include increasing demand of products which can efficiently clean the clothes without destroying the fabrics and also laundry detergent pods come in pre-measured dose for average soil and load size which guarantees consistent results.
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