Dishwashing Detergent Market

Market Definition

Dishwashing detergent is a cleaning product specifically formulated to remove grease, food residue, and stains from dishes, utensils, and cookware, typically in dishwashers or by hand washing.

Dishwashing Detergent Market Overview

The global dishwashing detergent market size was valued at USD 40.97 billion in 2023 and is projected to grow from USD 42.56 billion in 2024 to USD 57.20 billion by 2031, exhibiting a CAGR of 4.31% during the forecast period.

The market is witnessing significant growth, fueled by rising consumer demand for efficient, convenient, and eco-friendly cleaning solutions. As households and commercial establishments prioritize cleanliness and hygiene, demand for dishwashing detergents is increasing, supported by a notable shift toward sustainable and phosphate-free detergents.

Major companies operating in the dishwashing detergent industry are Procter & Gamble, Unilever PLC, S.C. Johnson & Son Inc., Reckitt Benckiser Group plc., Colgate-Palmolive, Henkel AG & Co. KGaA, The Clorox Company, Kao Corporation, Seventh Generation Inc., Melaleuca Inc., iHerb, LLC., Blueland, Bombril, Dropps, and Miele.

Additionally, innovations such as concentrated formulas and convenient single-use pods have fueled market growth. The market is influenced by changing consumer behaviors, such as an increased focus on convenience and time-saving solutions in daily household tasks.

• In April 2024, Samsung Electronics announced a multi-year partnership with Procter & Gamble (P&G) to introduce the Tide POD Cold wash cycle in the U.S. and Canada. This first-ever Tide Cold Certified cycle, designed for P&G’s cold water detergent technology, enhances cold wash performance on the Bespoke AI Laundry Combo. The collaboration leverages both companies' expertise to deliver energy-efficient, high-performance laundry solutions without the need for water heating.

Key Highlights:

1. The dishwashing detergent industry size was valued at USD 40.97 billion in 2023.
2. The market is projected to grow at a CAGR of 4.31% from 2024 to 2031.
3. Asia Pacific held a share of 38.09% in 2023, valued at USD 15.61 billion.
4. The dishwashing powder segment garnered USD 16.44 billion in revenue in 2023.
5. The conventional detergents segment is expected to reach USD 50.02 billion by 2031.
6. The household segment is estimated to generate a revenue of USD 45.74 billion by 2031.
7. The supermarkets/hypermarkets segment is projected to hit USD 26.87 billion by 2031.
8. Europe is poised to grow at a CAGR of 4.42% through the forecast period.

Market Driver

"Rising Consumer Demand for Hygiene and Sustainability"

The increasing awareness of hygiene and cleanliness is boosting the growth of the dishwashing detergent market. As consumers prioritize health and safety, particularly amid global health concerns, there is a growing demand for effective dishwashing products that ensure proper sanitation and hygiene in both households and commercial settings.

Additionally, rising demand for eco-friendly and sustainable products is fostering this expansion. As consumers become more environmentally conscious, there is a shift toward dishwashing detergents made from biodegradable ingredients, phosphate-free formulas, and packaging made from recyclable or plastic-free materials, driving the market toward greener alternatives.

• In August 2024, Unilever launched Sunlight Plus dishwashing liquid range, which incorporates the revolutionary RhamnoClean technology, powered by rhamnolipid, a 100% natural, biodegradable, and renewable bio surfactant. This innovation marks a significant advancement in dishwashing formulations, using 100% plant-based renewable ingredients while delivering superior cleaning performance.

Market Challenge

"Environmental Impact and Market Competition"

One of the key challenges in the dishwashing detergent market is the environmental impact of traditional products, particularly due to the use of harmful chemicals and excessive plastic packaging.

Many conventional detergents contain phosphates, chlorine, and synthetic fragrances that contribute to water pollution and ecosystem damage. To address this challenge, companies are transitioning to eco-friendly formulations with biodegradable ingredients, phosphate-free compositions, and sustainable packaging solutions, such as paper or recyclable materials.

• For instance, in January 2023, Tru Earth introduced its Tru Earth Dishwasher Detergent Tablets, an eco-friendly innovation designed to eliminate plastic containers while providing effective dish cleaning. The tablets feature built-in rinse aid for sparkling clean dishes and are free from chlorine, phosphates, dyes, and bleach.

Another challenge is the intense competition in the market, with both established brands and new entrants constantly innovating to capture consumer attention.

Brands must differentiate their products by offering unique features such as plant-based or hypoallergenic formulas, along with convenient formats such as tablets or pods. Innovation in product development and a focus on meeting sustainability trends help companies maintain a competitive edge in a crowded market.

Market Trend

"Growing Popularity of Multi-Functional Products and Customization"

One notable trend in the dishwashing detergent market is the growing popularity of multi-functional products. Consumers are increasingly favoring dishwashing detergents that offer additional benefits, such as stain removal, odor control, and antibacterial properties.

These all-in-one solutions cater to the demand for convenience and efficiency, reducing the need for multiple cleaning products and making dishwashing a more streamlined process.

Another trend is the customization of dishwashing detergents to cater to specific consumer needs, such as skin sensitivity or dishware care.

Brands are developing specialized formulas that are dermatologically tested for sensitive skin, as well as products designed to protect delicate dishware, such as glass and porcelain, from damage while maintaining superior cleaning power. This trend reflects a more personalized approach to cleaning, offering tailored solutions for diverse consumer preferences.

Dishwashing Detergent Market Report Snapshot

Segmentation	Details
By Product Type	Liquid Dishwashing Detergents, Dishwashing Powder, Dishwashing Tablets & Pods, Dishwashing Gel
By Formulation Type	Eco-friendly/Green Detergents, Conventional Detergents
By Application	Household, Commercial
By Distribution Channel	Supermarkets/Hypermarkets, Convenience Stores, Online Retail, Specialty Stores
By Region	North America: U.S., Canada, Mexico
	Europe: France, U.K., Spain, Germany, Italy, Russia, Rest of Europe
	Asia-Pacific: China, Japan, India, Australia, ASEAN, South Korea, Rest of Asia-Pacific
	Middle East & Africa: Turkey, UAE, Saudi Arabia, South Africa, Rest of Middle East & Africa
	South America: Brazil, Argentina, Rest of South America

Market Segmentation

• By Product Type (Liquid Dishwashing Detergents, Dishwashing Powder, Dishwashing Tablets & Pods, and Dishwashing Gel): The dishwashing powder segment earned USD 16.44 billion in 2023 due to its cost-effectiveness and widespread use in both households and commercial settings.
• By Formulation Type (Eco-friendly/Green Detergents, Conventional Detergents): The conventional detergents segment held a share of 89.11% in 2023, supported by their established market presence and lower price points compared to eco-friendly alternatives.
• By Application (Household and Commercial): The household segment is projected to reach USD 45.74 billion by 2031, mainly fueled by the growing trend of consumers seeking convenient, high-performance cleaning solutions for home use.
• By Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Online Retail, and Specialty Stores): The supermarkets/hypermarkets segment is set to reach USD 46.97 billion by 2031, attributed to the high foot traffic and widespread accessibility of these stores.

Dishwashing Detergent Market Regional Analysis

Based on region, the market has been classified into North America, Europe, Asia Pacific, Middle East & Africa, and Latin America.

Asia Pacific dishwashing detergent market accounted for a substantial share of 38.09% in 2023, valued at USD 15.61 billion. This growth is propelled by rapid urbanization, rising disposable incomes, and an increasing demand for household cleaning products across key countries such as China, India, and Japan.

Furthermore, the expanding middle class, greater awareness of hygiene, and the growing preference for convenience-driven solutions such as dishwashing pods and eco-friendly detergents are fostering this growth. Additionally, the booming e-commerce sector and the availability of products in both urban and rural areas are reinforcing the dominance of the regional market.

Europe dishwashing detergent industry is expected to register a fastest CAGR of 4.42% over the forecast period. This growth is attributed to the rising consumer preference for eco-friendly and sustainable cleaning products, as well as innovations in formulation, such as biodegradable and phosphate-free detergents.

Countries such as Germany, France, and the UK are seeing an increase in demand for environmentally conscious products, as consumers are becoming more aware of the environmental impact of conventional cleaning agents.

Additionally, the growing focus on health and hygiene, along with the increasing adoption of convenient dishwashing products, is creating a strong demand for innovative and time-saving solutions.

• In October 2023, at the SEPAWA Congress in Berlin, BASF showcased its latest solutions for home care, industrial & institutional (I&I) cleaning, and personal care markets. As part of its Care 360° – Solutions for Sustainable Life initiative, BASF focuses on sustainability, digitalization, and innovation. Strengthening its enzyme technology, BASF introduced a new generation of enzymes from its Lavergy portfolio to enhance detergent and cleaner performance.

Regulatory Framework

• In the U.S., the Environmental Protection Agency (EPA) regulates dishwashing detergents, particularly in terms of chemical safety and labeling. The Consumer Product Safety Commission (CPSC) ensures that household cleaning products meet safety standards to prevent potential health hazards.
• The European Commission oversees the Detergents Regulation in Europe, setting standards for the manufacturing, marketing, and use of detergents within the EU to protect both human health and the environment.
• In Japan, the Minister of Economy, Trade and Industry regulate dishwashing detergents under the Household Goods Quality Labeling Act, which mandates proper labeling for sale or display.
• In India, the Bureau of Indian Standards (BIS) establishes quality and safety standards for dishwashing detergents. The Central Pollution Control Board (CPCB) regulates the environmental impact of detergent ingredients.

Competitive Landscape

The global dishwashing detergent market is characterized by a large number of participants, including both established corporations and emerging players. The market is dominated by a mix of multinational brands and local players, each striving to capture a larger share by offering a diverse range of products, such as liquid detergents, powders, gels, tablets, and eco-friendly formulations.

Established players leverage their brand recognition, extensive distribution networks, and significant marketing budgets to maintain a strong foothold in the market.

Pricing strategies, product differentiation, and technological advancements in formulation are key factors influencing the competitive landscape. Additionally, partnerships, mergers, and acquisitions are common strategies for both established and emerging players to expand their market presence and improve product portfolios.

The growing emphasis on consumer health and environmental awareness is expected to reshape the market, leading to more sustainable and innovative product offerings.

• In August 2024, Finish, a Reckitt brand, teamed up with Flume Water to introduce the Finish Water Challenge, which promotes consumers to conserve water by skipping the rinse in their dishwashing routine. The initiative helps consumers save up to 20 gallons of water per dishwasher load.

List of Key Companies in Dishwashing Detergent Market:

• Procter & Gamble
• Unilever PLC
• S.C. Johnson & Son Inc.
• Reckitt Benckiser Group plc.
• Colgate-Palmolive
• Henkel AG & Co. KGaA
• The Clorox Company
• Kao Corporation
• Seventh Generation Inc.
• Melaleuca Inc.
• iHerb, LLC.
• Blueland
• Bombril
• Dropps
• Miele

Recent Developments (New Product Launch)

• In January 2025, Henkel introduced NaviLens technology on the packaging of its all-free-clear laundry detergent, including MIGHTY PACS Original tubs and pouches. This technology, designed for individuals with low vision and blindness, aligns with the brand's commitment to improving product accessibility.
• In October 2024, Dropps introduced UltraWash Plus Biobased Power Dishwasher Detergent Pods. As the first multi-chamber pod with advanced cleaning technology and a USDA Certified Biobased formula, it sets a new benchmark for sustainable dishwashing, delivering superior performance with a triple-chamber design.