China's liquid laundry detergent market is expanding at an average annual rate of 27.2%, achieving a compound growth rate of over 100% within just three years. In contrast, the laundry powder market is growing at a mere 2.2% annually.
Domestic sales of liquid laundry detergent are projected to account for 19% of the total laundry detergent market by 2010, rising to over 30% after 2015. In the United States, however, liquid laundry detergent has already surpassed laundry powder in market share-claiming over 80% of the market-and appears poised to completely displace laundry powder in the near future.
The formulation of liquid laundry detergent is significantly gentler than that of laundry powder; most notably, it is mild on the hands and leaves fewer residues on clothing, making it a favorite among homemakers. Laundry powder, on the other hand, is highly abrasive, and prolonged use can damage the skin.
Many supermarkets have expanded their display space for liquid laundry detergents, and the market now features more than a dozen distinct brands. Retailers have recognized that liquid laundry detergent-whose market share continues to climb year after year-is on track to completely replace laundry powder in the not-too-distant future.
Recent reports on the laundry industry reveal that in countries such as France, the UK, Germany, and the US, concentrated liquid laundry detergents already account for over 96% of the market. In China, however, the share of concentrated liquid detergents stands at a mere 3%-a stark disparity.
As the drawbacks associated with large-format bottles of standard liquid detergent become increasingly apparent, consumer preferences are shifting toward modern, technologically advanced concentrated formulas. Nevertheless, high pricing currently acts as a constraint on growth-keeping the current market share below 4%-and indicates that a period of market cultivation is still required. From a long-term perspective, concentrated liquid laundry detergents represent the dominant trend in the evolution of the laundry detergent market.
