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Laundry Sanitizers Market Snapshot (2023 to 2033)

The laundry sanitizers market size is anticipated to grow to a valuation of US$ 37.7 million in 2023 and is expected to exhibit a compound annual growth rate (CAGR) of 3% from 2023 to 2033 to reach US$ 50.66 million in 2033.

The majority of users are familiar with typical laundry admixtures such as fabric softeners; moreover, laundry sanitizers have become a brand-new group of products available in the marketplace that can be utilized in the same way that fabric softeners can.

Laundry sanitizers are preferred for customers who struggle with dirty and unhygienic sportswear, such as hockey and football appliances. They are capable of destroying 99.9% of germs while being gentle on most clothes. Laundry sanitizers with different scents are being introduced by market players. They are also presenting unscented variations for customers with delicate skin.

The rising consciousness about personal hygiene, combined with an increase in communicable diseases, is driving up the requirement for laundry sanitizers. Numerous areas of the world coped with the aftermath of the COVID-19 pandemic in past years. Customers' preferences for cleaners have shifted as a result of the virus's arrival. The burgeoning awareness of the importance of handwashing and better hygiene practices has boosted the demand for laundry sanitizers.

Due to an increase in the consumption of cleansers and disinfectants in the medical industry, numerous major industry players have launched laundry sanitizers as laundry emulsifiers in the laundry care sector. The disease outbreak has shifted customer priorities towards cleanliness and good hygiene practices. Customers are constantly looking for better, clean-label additives, boosting market opportunity. Furthermore, the number of individuals becoming ill in the United States has increased. As a result, the popularity of laundry sanitizers is expected to rise.

Many established nations, including the United States, Australia, the United Kingdom, and Germany, have witnessed a decrease in powder detergent sales due to the younger generation population's preference for laundry sanitizer over bar/powder detergent, believing laundry sanitizer to be greater anti-bacterial and tidy. The vast bulk of US consumers prefers laundry sanitizer to those other varieties of detergents. As a result, major laundry sanitizer manufacturers have increased production capacity to meet rising demand.

Considering the presence of major producers in both advanced economies, North America and Europe would continue to dominate the laundry sanitizers market. The rising epidemiological statistics caused by the COVID-19 epidemic in the United States and certain European economies are rising significantly in regional markets. As a consequence, customers have become more concerned about hygiene.

Furthermore, the USA Environmental Protection Agency (EPA) is granting disinfectants quick authorization for the prevention of the coronavirus. Similarly, the Asia Pacific (APAC) laundry sanitizers market is expected to support potential opportunities for expansion to stakeholders. While COVID-19 cases in India are surpassing, China is dealing with the pandemic's new wave.

Numerous native personal hygiene organizations are jumping on board to capitalize on the hugely profitable opportunity and serve the customers. Given the rising consumption of personal hygiene products, market makers are capitalizing on the prospect by implementing innovative brand portfolios.

  • Micro Balance, for instance, is working on 100% organic laundry sanitizers which are free of contaminants like phosphates, caustic substances, and chlorine.
  • Nature&Miracle makes laundry sanitizers that are excellent for removing pet stains and odors.
  • Moving forward, players are investing in advertising activities to elevate hygiene and hand-washing knowledge. Dettol, for instance, has declared the unveiling nationwide program in Australia to educate customers about essential hygiene practices.
Data Points Key Statistics
Expected Market Value (2023) US$ 37.7 million
Anticipated Forecast Value (2033) US$ 50.66 million
Projected Growth Rate (2023 to 2033) 3% CAGR

The rate of product launches across the personal and home hygiene industry is on an uptick, and the industry will witness the growth for at least the coming two quarters.

At present, consumers are willing to cash in on products that promote health, hygiene and protection, and these products are here to stay for the next two quarters certainly as the COVID-91 pandemic is not going anywhere.

Consumers, at this point of time, are yet seeking myriads of solutions and are leveraging these products at a significantly rapid pace, so sales of personal hygiene products and formulation are expected to remain bullish in 2020.

While players in laundry sanitizers market are disproportionately investing in creating hygiene portfolio, it is uncertain whether these market will maintain its positive trend beyond the COVID-19 pandemic.

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Laundry Sanitizers Market - Key Trends and Drivers

Majority of consumers are aware of common laundry additives such as fabric softener, however, laundry sanitizers have emerged as a new category of products on the market that can be used similarly to fabric softeners.

Laundry sanitizers are ideal for consumers who wrestle with dirty and stinky sportswear including, hockey and football gear. They are capable of eliminating 99.9% of bacteria left behind, while going easy on most fabrics.

Market players are launching laundry sanitizers that come in variety of scents. In addition, they are launching unscented variants for consumers having skin sensitivity.

Laundry Sanitizers Market - Growth Restraints

While the laundry sanitizers market has been making substantial progress, the market is facing disturbances in the demand-supply cycle. Given stay-at-home orders in several countries amidst the COVID-19 recession, consumers are relying on the conventional detergents for washing their clothes.

On the other hand, consumers that are subject to regular outings in countries where lockdown restrictions are gradually easing are looking to stockpiling the products. This is widening the demand-supply gap.

Further, certain laundry sanitizers cause issues such as rashes, and skin irritation post usage, thus, hindering adoption for maintaining clothing hygiene.

Sudip Saha
Sudip Saha

Principal Consultant

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Laundry Sanitizers Market - Regional Analysis

North America and Europe would remain at the forefront of the laundry sanitizers market, given presence of leading manufacturers in both the developed regions. The surging epidemiological numbers due to COVID-19 crisis in the USA, and certain European economies are primarily fueling the regional markets.

As a result, consumers have become increasingly conscious regarding hygiene. Moreover, the USA Environmental Protection Agency (EPA) is granting easy approvals to disinfectants for usage against the coronavirus.In a similar fashion, the laundry sanitizers market in Asia Pacific (APAC) is likely to offer potential growth prospects to stakeholders.

While COVID-19 cases in India are outperforming, China is facing the second wave of the pandemic. Several local personal hygiene companies are leaping into the bandwagon to grab the lucrative prospect and serve the consumers.

Laundry Sanitizers Market - Competitive Landscape

Looking at the surging demand for personal hygiene products, market players are tapping the potential opportunity by innovating their product offerings. For instance,

  • Micro Balance is developing laundry sanitizers that are 100% natural and free of chemicals such as phosphates, caustic substances, or chlorine.
  • Nature’s Miracle is producing laundry sanitizers that are ideal for eliminating pet stains and odors.

Moving ahead, players are investing in promotional campaigns to raise awareness regarding hygiene and hand washing. Case in point, Dettol has announced to launch its new national campaign in Australia to enlighten consumers about the important hygiene practices. Players operating in laundry sanitizers market include Clorox, Lysol, Dettol, Lifebuoy, Micro Balance, and Nature’s Miracle.

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Laundry Sanitizers Market - Segment Analysis

The global laundry sanitizers market is categorized based on the following:

Sales Channel:

  • Grocery Stores
  • Convenience Stores
  • E-Commerce
  • Other Channels

Packaging Format:

  • Bottles
  • Pouches
  • Cartons


  • North America (USA, Canada)
  • Latin America (Mexico, Brazil)
  • Europe (Germany, United Kingdom, France, Italy, Spain, Poland, Russia)
  • East Asia (China, Japan, South Korea)
  • South Asia (India, Thailand, Malaysia, Vietnam, Indonesia)
  • Oceania (Australia, New Zealand)
  • Middle East & Africa (GCC Countries, Turkey, Northern Africa, South Africa)


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