Latin America Laundry Detergents Market Growth Analysis - Market Size, Share, Forecast Trends and Outlook Report (2025-2034)
Description
The Latin America laundry detergents market attained a value of USD 8.30 Billion in 2024 , driven by the growth in the household industry. The market is likely to grow at a CAGR of about 4.30% to reach a value of around USD 12.65 Billion in 2034 .
Globally, the industry is dominated by the Asia Pacific region. The regional market accounts for almost half the global industry, with China being its largest regional market. The industry in the Asia Pacific is being driven by the rising demand emanating from China along with India. India is a significant market within the region and is projected to witness a faster growth in the coming years as compared to China. The Asia Pacific is followed by Europe as a major laundry detergents market . The industry in Europe is being driven by the growth of the household and personal care industry along with the rising expenditure on household care products. North America is the third-largest market, globally, with the US accounting for almost the entirety of the regional industry. The rising high-income class of the region combined with the large consumer base in the US is expected to drive the industry in the coming years.
The Latin America region is a comparatively smaller but a significant emerging market for laundry detergents. Like the global industry, powder detergents dominate the regional industry in Latin America. The powder form of the product account for nearly 50% of the industry. Brazil, in particular, is driving the rising demand for powder detergents. On the basis of types, the non-enzymatic type of the product is the largest segment. Enzymatic detergents are projected to witness a healthy growth in the coming years in emerging economies. Thus, they are expected to see a steady growth in the Latin America region.
Key Trends and Developments
Growing hygiene consciousness; rising demand for liquid detergents; development of eco-friendly laundry detergent formulations; and product innovations are favouring the Latin America laundry detergents market expansion.
August 2024
Nouryon announced a strategic distribution agreement with Brenntag Specialties for its cleaning goods portfolio in Mexico. Through the agreement, the former company aims to leverage Brenntag Specialties’ extensive local network and expand its reach and product accessibility in the country.
May 2023
Ype, a Brazil household care company, announced the opening of a manufacturing plant and distribution centre in Itapissuma, Pernambuco state. The new facility aims to manufacture products like laundry detergent, dishwashing liquid, and laundry softener.
May 2022
Unilever launched Aromatel Rinde+, a dilute-at-home cleaning line, in Mexico. The range, including eco-friendly detergents, all-purpose cleaners, and fabric cleaners, aims to meet the growing demand for sustainable and cost-effective products in the country. The range also boasts 100% recyclable packaging and reduces the need for plastics by 70%.
June 2021
Unilever announced that it had developed a prototype for its leading laundry brand, OMO, in Brazil by partnering with Pilot Lite and Diego. The bottle, made from sustainably sourced cellulosic pulp and sprayed inside with a proprietary coating that repels water, is designed to be recycled in the paper waste stream.
Growing hygiene consciousness
The rising emphasis on hygiene is driving the demand for laundry detergents with added benefits such as antimicrobial properties and advanced strain removers that can effectively kill bacteria, ensure hygiene, and prevent allergies.
Rising demand for liquid detergents
In Latin America, there is a growing preference for liquid detergents as they are easy to pour and measure, dissolve rapidly in water, and do not leave residues on clothes and washing machines. Liquid detergents are also available in sophisticated formulations, offering benefits such as special scents, fabric care, and anti-bacterial properties, boosting their appeal among consumers.
Development of eco-friendly laundry detergent formulations
There is a growing focus on the development of eco-friendly laundry detergents that do not contain harsh chemicals like sulphates and phosphates and synthetic fragrances and utilise natural ingredients such as essential oils, plant-based surfactants, and minerals. Eco-friendly laundry detergents eliminate the risk of allergic reactions and irritations, reduce reliance on finite resources, and foster a culture of environmental responsibility, enhancing their appeal among health and environmentally-conscious customers.
Product innovations
Increasing innovations by key players are leading to the creation of concentrated detergents that require less packaging, are more efficient, and appeal to cost-conscious customers concerned with waste reduction. Single-dose tablets and pods are also gaining popularity as they offer precise measurement, and convenience, and require less water during wash cycles.
Market Segmentation
Laundry detergents are cleansing products that are used in washing clothes by removing oils and dirt.
Market Breakup by Type
The Latin America laundry detergents market is expected to be aided by the growing hygiene awareness among the emerging economies of the region. While powder detergents dominate the region, liquid laundry detergents are witnessing a rising demand due to its convenience and easy solubility. With people becoming more environmentally conscious, sustainable and biodegradable forms of the products are witnessing increasing demand, like products which have vegetable-based ingredients and are phosphate-free. Powder detergents, however, are expected to continue to dominate the industry as they are more cost-efficient than other options. The product diversification and innovation taking place within the industry is projected to drive the industry growth in the forecast period.
The industry is being aided by the recovering economy of Latin America, with major players investing within the region. The expansion of the middle class, along with rising disposable incomes, have also aided the industry growth with people spending more on household care products. The rising penetration of washing machines within the region has further propelled the industry forward. The growing the number of women joining the workforce has aided the regional industry due to consumers increasingly looking for easy, convenient, and efficient stain-removing laundry detergents.
Competitive Landscape
Key Latin America laundry detergents market players are focusing on sustainability by adopting recyclable and biodegradable packaging solutions. Laundry detergents companies in Latin America are also focusing on localising their production to provide region-specific products and lower costs.
Henkel AG & Company, KGaA
Henkel AG & Company, KGaA, founded in 1876 and headquartered in Düsseldorf, Germany, is a leading solution provider for sealants, adhesives, and functional coatings worldwide. Its product portfolio includes laundry detergents, hair care products, and fabric softeners, among others. With a team of 48,000 employees, the company’s prominent brands include Schwarzkopf, Loctite, and Persil.
Church & Dwight Co., Inc
Church & Dwight Co., Inc, established in 1846 and headquartered in New Jersey, United States, is a prominent consumer packaged goods company. Some of its renowned brands include Batiste™, ARM & HAMMER™, Vitafusion™, First Response™, and Spinbrush™, among others. Its household and personal care products across Australia, France, Mexico, the United Kingdom, and China.
S. C. Johnson & Son, Inc.
S. C. Johnson & Son, Inc., founded in 1886 and headquartered in Wisconsin, United States, is a leading manufacturer of household cleaning products and solutions for air care, home storage, pest control, professional products, and shoe care, among others. Some of its prominent brands include Ziploc®, OFF!®, Mrs. Meyer’s®, Scrubbing Bubbles®, Windex®, and Mr Muscle®, among others.
Kao Corporation
Kao Corporation, founded in 1887 and headquartered in Tokyo, Japan, is a leader in the field of beauty, hygiene, and health. Employing over 33,000 individuals, the company’s prominent brands are Curél, John Frieda, Guhl, Jergens, Oribe, KMS, and Goldwell. In FY 2024, the company generated net sales of JPY 1,628.4 billion.
Other key players in the Latin America laundry detergents market include The Procter & Gamble Company, Unilever Plc, RSPL, Química Amparo Ltda, Colgate Palmolive Company, and Bonsucex Group, among others.
The report can additionally provide an in-depth study of the industry share of the following brands:
Globally, the industry is dominated by the Asia Pacific region. The regional market accounts for almost half the global industry, with China being its largest regional market. The industry in the Asia Pacific is being driven by the rising demand emanating from China along with India. India is a significant market within the region and is projected to witness a faster growth in the coming years as compared to China. The Asia Pacific is followed by Europe as a major laundry detergents market . The industry in Europe is being driven by the growth of the household and personal care industry along with the rising expenditure on household care products. North America is the third-largest market, globally, with the US accounting for almost the entirety of the regional industry. The rising high-income class of the region combined with the large consumer base in the US is expected to drive the industry in the coming years.
The Latin America region is a comparatively smaller but a significant emerging market for laundry detergents. Like the global industry, powder detergents dominate the regional industry in Latin America. The powder form of the product account for nearly 50% of the industry. Brazil, in particular, is driving the rising demand for powder detergents. On the basis of types, the non-enzymatic type of the product is the largest segment. Enzymatic detergents are projected to witness a healthy growth in the coming years in emerging economies. Thus, they are expected to see a steady growth in the Latin America region.
Key Trends and Developments
Growing hygiene consciousness; rising demand for liquid detergents; development of eco-friendly laundry detergent formulations; and product innovations are favouring the Latin America laundry detergents market expansion.
August 2024
Nouryon announced a strategic distribution agreement with Brenntag Specialties for its cleaning goods portfolio in Mexico. Through the agreement, the former company aims to leverage Brenntag Specialties’ extensive local network and expand its reach and product accessibility in the country.
May 2023
Ype, a Brazil household care company, announced the opening of a manufacturing plant and distribution centre in Itapissuma, Pernambuco state. The new facility aims to manufacture products like laundry detergent, dishwashing liquid, and laundry softener.
May 2022
Unilever launched Aromatel Rinde+, a dilute-at-home cleaning line, in Mexico. The range, including eco-friendly detergents, all-purpose cleaners, and fabric cleaners, aims to meet the growing demand for sustainable and cost-effective products in the country. The range also boasts 100% recyclable packaging and reduces the need for plastics by 70%.
June 2021
Unilever announced that it had developed a prototype for its leading laundry brand, OMO, in Brazil by partnering with Pilot Lite and Diego. The bottle, made from sustainably sourced cellulosic pulp and sprayed inside with a proprietary coating that repels water, is designed to be recycled in the paper waste stream.
Growing hygiene consciousness
The rising emphasis on hygiene is driving the demand for laundry detergents with added benefits such as antimicrobial properties and advanced strain removers that can effectively kill bacteria, ensure hygiene, and prevent allergies.
Rising demand for liquid detergents
In Latin America, there is a growing preference for liquid detergents as they are easy to pour and measure, dissolve rapidly in water, and do not leave residues on clothes and washing machines. Liquid detergents are also available in sophisticated formulations, offering benefits such as special scents, fabric care, and anti-bacterial properties, boosting their appeal among consumers.
Development of eco-friendly laundry detergent formulations
There is a growing focus on the development of eco-friendly laundry detergents that do not contain harsh chemicals like sulphates and phosphates and synthetic fragrances and utilise natural ingredients such as essential oils, plant-based surfactants, and minerals. Eco-friendly laundry detergents eliminate the risk of allergic reactions and irritations, reduce reliance on finite resources, and foster a culture of environmental responsibility, enhancing their appeal among health and environmentally-conscious customers.
Product innovations
Increasing innovations by key players are leading to the creation of concentrated detergents that require less packaging, are more efficient, and appeal to cost-conscious customers concerned with waste reduction. Single-dose tablets and pods are also gaining popularity as they offer precise measurement, and convenience, and require less water during wash cycles.
Market Segmentation
Laundry detergents are cleansing products that are used in washing clothes by removing oils and dirt.
Market Breakup by Type
- Enzymatic
- Non-Enzymatic
- Powder
- Liquid
- Household
- Industrial and Institutional
- Brazil
- Mexico
- Argentina
- Colombia
The Latin America laundry detergents market is expected to be aided by the growing hygiene awareness among the emerging economies of the region. While powder detergents dominate the region, liquid laundry detergents are witnessing a rising demand due to its convenience and easy solubility. With people becoming more environmentally conscious, sustainable and biodegradable forms of the products are witnessing increasing demand, like products which have vegetable-based ingredients and are phosphate-free. Powder detergents, however, are expected to continue to dominate the industry as they are more cost-efficient than other options. The product diversification and innovation taking place within the industry is projected to drive the industry growth in the forecast period.
The industry is being aided by the recovering economy of Latin America, with major players investing within the region. The expansion of the middle class, along with rising disposable incomes, have also aided the industry growth with people spending more on household care products. The rising penetration of washing machines within the region has further propelled the industry forward. The growing the number of women joining the workforce has aided the regional industry due to consumers increasingly looking for easy, convenient, and efficient stain-removing laundry detergents.
Competitive Landscape
Key Latin America laundry detergents market players are focusing on sustainability by adopting recyclable and biodegradable packaging solutions. Laundry detergents companies in Latin America are also focusing on localising their production to provide region-specific products and lower costs.
Henkel AG & Company, KGaA
Henkel AG & Company, KGaA, founded in 1876 and headquartered in Düsseldorf, Germany, is a leading solution provider for sealants, adhesives, and functional coatings worldwide. Its product portfolio includes laundry detergents, hair care products, and fabric softeners, among others. With a team of 48,000 employees, the company’s prominent brands include Schwarzkopf, Loctite, and Persil.
Church & Dwight Co., Inc
Church & Dwight Co., Inc, established in 1846 and headquartered in New Jersey, United States, is a prominent consumer packaged goods company. Some of its renowned brands include Batiste™, ARM & HAMMER™, Vitafusion™, First Response™, and Spinbrush™, among others. Its household and personal care products across Australia, France, Mexico, the United Kingdom, and China.
S. C. Johnson & Son, Inc.
S. C. Johnson & Son, Inc., founded in 1886 and headquartered in Wisconsin, United States, is a leading manufacturer of household cleaning products and solutions for air care, home storage, pest control, professional products, and shoe care, among others. Some of its prominent brands include Ziploc®, OFF!®, Mrs. Meyer’s®, Scrubbing Bubbles®, Windex®, and Mr Muscle®, among others.
Kao Corporation
Kao Corporation, founded in 1887 and headquartered in Tokyo, Japan, is a leader in the field of beauty, hygiene, and health. Employing over 33,000 individuals, the company’s prominent brands are Curél, John Frieda, Guhl, Jergens, Oribe, KMS, and Goldwell. In FY 2024, the company generated net sales of JPY 1,628.4 billion.
Other key players in the Latin America laundry detergents market include The Procter & Gamble Company, Unilever Plc, RSPL, Química Amparo Ltda, Colgate Palmolive Company, and Bonsucex Group, among others.
The report can additionally provide an in-depth study of the industry share of the following brands:
- YPÊ
- Bombril
- Tide
- Ariel
- OMO
- Minerva
- Campeiro
- Quanto
- Invicto
- Others
Table of Contents
110 Pages
- 1 Preface
- 2 Report Coverage – Key Segmentation and Scope
- 3 Report Description
- 3.1 Market Definition and Outlook
- 3.2 Properties and Applications
- 3.3 Market Analysis
- 3.4 Key Players
- 4 Key Assumptions
- 5 Executive Summary
- 5.1 Overview
- 5.2 Key Drivers
- 5.3 Key Developments
- 5.4 Competitive Structure
- 5.5 Key Industrial Trends
- 6 Snapshot
- 6.1 Asia Pacific
- 7 Opportunities and Challenges in the Market
- 8 Global Laundry Detergents Market Analysis
- 8.1 Key Industry Highlights
- 8.2 Global Laundry Detergents Historical Market (2018-2024)
- 8.3 Global Laundry Detergents Market Forecast (2025-2034)
- 8.4 Global Laundry Detergents Consumption by Region
- 8.4.1 North America
- 8.4.2 Europe
- 8.4.3 Asia Pacific
- 8.4.4 Latin America
- 8.4.5 Middle East and Africa
- 9 Latin America Laundry Detergents Market Analysis
- 9.1 Key Industry Highlights
- 9.2 Latin America Laundry Detergents Historical Market (2018-2024)
- 9.3 Latin America Laundry Detergents Market Forecast (2025-2034)
- 9.4 Latin America Laundry Detergents Market by Type
- 9.4.1 Enzymatic
- 9.4.1.1 Historical Trend (2018-2024)
- 9.4.1.2 Forecast Trend (2025-2034)
- 9.4.2 Non-Enzymatic
- 9.4.2.1 Historical Trend (2018-2024)
- 9.4.2.2 Forecast Trend (2025-2034)
- 9.5 Latin America Laundry Detergents Market by Form
- 9.5.1 Powder
- 9.5.1.1 Historical Trend (2018-2024)
- 9.5.1.2 Forecast Trend (2025-2034)
- 9.5.2 Liquid
- 9.5.2.1 Historical Trend (2018-2024)
- 9.5.2.2 Forecast Trend (2025-2034)
- 9.6 Latin America Laundry Detergents Market by Application
- 9.6.1 Household
- 9.6.1.1 Historical Trend (2018-2024)
- 9.6.1.2 Forecast Trend (2025-2034)
- 9.6.2 Industrial and Institutional
- 9.6.2.1 Historical Trend (2018-2024)
- 9.6.2.2 Forecast Trend (2025-2034)
- 9.7 Latin America Laundry Detergents Market by Country
- 9.7.1 Brazil
- 9.7.2 Argentina
- 9.7.3 Colombia
- 9.7.4 Mexico
- 9.7.5 Others
- 10 Regional Analysis
- 10.1 Brazil
- 10.1.1 Historical Trend (2018-2024)
- 10.1.2 Forecast Trend (2025-2034)
- 10.2 Argentina
- 10.2.1 Historical Trend (2018-2024)
- 10.2.2 Forecast Trend (2025-2034)
- 10.3 Colombia
- 10.3.1 Historical Trend (2018-2024)
- 10.3.2 Forecast Trend (2025-2034)
- 10.4 Mexico
- 10.4.1 Historical Trend (2018-2024)
- 10.4.2 Forecast Trend (2025-2034)
- 11 Market Dynamics
- 11.1 SWOT Analysis
- 11.1.1 Strengths
- 11.1.2 Weaknesses
- 11.1.3 Opportunities
- 11.1.4 Threats
- 11.2 Porter’s Five Forces Analysis
- 11.2.1 Supplier’s Power
- 11.2.2 Buyer’s Power
- 11.2.3 Threat of New Entrants
- 11.2.4 Degree of Rivalry
- 11.2.5 Threat of Substitutes
- 11.3 Key Indicators for Demand
- 11.4 Key Indicators for Price
- 12 Trade Data Analysis (HS Code-342)
- 12.1 Major Importing Countries
- 12.1.1 By Value
- 12.1.2 By Volume
- 12.2 Major Exporting Countries
- 12.2.1 By Value
- 12.2.2 By Volume
- 13 Price Analysis
- 14 Value Chain Analysis
- 15 Competitive Landscape
- 15.1 Supplier Selection
- 15.2 Key Global Players
- 15.3 Key Regional Players
- 15.4 Key Player Strategies
- 15.5 Company Profiles
- 15.5.1 The Procter & Gamble Company
- 15.5.1.1 Company Overview
- 15.5.1.2 Product Portfolio
- 15.5.1.3 Demographic Reach and Achievements
- 15.5.1.4 Certifications
- 15.5.2 Henkel AG & Company, KGaA
- 15.5.2.1 Company Overview
- 15.5.2.2 Product Portfolio
- 15.5.2.3 Demographic Reach and Achievements
- 15.5.2.4 Certifications
- 15.5.3 Church & Dwight Co., Inc
- 15.5.3.1 Company Overview
- 15.5.3.2 Product Portfolio
- 15.5.3.3 Demographic Reach and Achievements
- 15.5.3.4 Certifications
- 15.5.4 S. C. Johnson & Son, Inc.
- 15.5.4.1 Company Overview
- 15.5.4.2 Product Portfolio
- 15.5.4.3 Demographic Reach and Achievements
- 15.5.4.4 Certifications
- 15.5.5 Unilever Plc
- 15.5.5.1 Company Overview
- 15.5.5.2 Product Portfolio
- 15.5.5.3 Demographic Reach and Achievements
- 15.5.5.4 Certifications
- 15.5.6 RSPL
- 15.5.6.1 Company Overview
- 15.5.6.2 Product Portfolio
- 15.5.6.3 Demographic Reach and Achievements
- 15.5.6.4 Certifications
- 15.5.7 Kao Corporation
- 15.5.7.1 Company Overview
- 15.5.7.2 Product Portfolio
- 15.5.7.3 Demographic Reach and Achievements
- 15.5.7.4 Certifications
- 15.5.8 Química Amparo Ltda
- 15.5.8.1 Company Overview
- 15.5.8.2 Product Portfolio
- 15.5.8.3 Demographic Reach and Achievements
- 15.5.8.4 Certifications
- 15.5.9 Colgate Palmolive Company
- 15.5.9.1 Company Overview
- 15.5.9.2 Product Portfolio
- 15.5.9.3 Demographic Reach and Achievements
- 15.5.9.4 Certifications
- 15.5.10 Bonsucex Group
- 15.5.10.1 Company Overview
- 15.5.10.2 Product Portfolio
- 15.5.10.3 Demographic Reach and Achievements
- 15.5.10.4 Certifications
- 15.5.11 Others
- 16 Consumer Analysis
Pricing
Currency Rates
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