The demand for washing liquids has experienced a significant upswing in household consumption, driven by factors such as increased ownership of washing machines and changing consumer preferences. This surge in demand has led to substantial growth in the washing liquids market, as consumers seek effective and convenient solutions for their laundry needs. Let’s explore the key factors contributing to this trend and the implications for the industry.
One of the primary drivers behind the surge in washing liquids consumption is the increased ownership of washing machines in households. According to market researcher Kantar, there has been a compound annual growth rate of over 35% in washing liquids volumes between 2014 and 2023. In the same period, household ownership of washing machines has risen from 8% to 22%. This rise in washing machine ownership has created a growing need for laundry detergents and washing liquids.
Consumers are increasingly opting for washing liquids over traditional laundry detergents due to their convenience and effectiveness. Washing liquids offer a pre-measured and easy-to-use solution, eliminating the need for measuring and pouring detergent. Additionally, washing liquids are formulated to be highly effective in removing stains and odours, providing consumers with superior cleaning results. This shift in consumer preferences towards washing liquids has contributed to their stellar growth in household consumption.
The COVID-19 pandemic has also played a role in driving the increased consumption of washing liquids. With hygiene and cleanliness becoming paramount during the pandemic, households have been more conscious of maintaining cleanliness in their living spaces. This has led to a greater emphasis on regular laundry washing, resulting in higher demand for washing liquids. The pandemic has heightened awareness about the importance of proper hygiene practices, further fueling the growth of the washing liquids market.
RTM Watch’s Take
The remarkable growth in household consumption of washing liquids reflects the evolving needs and preferences of consumers. The increased ownership of washing machines, coupled with the convenience and effectiveness of washing liquids, has propelled their demand. As consumers continue to prioritise cleanliness and hygiene, the demand for washing liquids is expected to remain strong. Manufacturers and brands in the industry should focus on innovation and product differentiation to capitalise on this growing market. Additionally, marketing efforts should emphasise the benefits of washing liquids, such as their superior cleaning power and ease of use, to further drive consumer adoption.
