LONDON--(BUSINESS WIRE)--Technavio’s latest market research report on the global liquid detergent market provides an analysis of the most important trends expected to impact the market outlook from 2017-2021. Technavio defines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.
Arushi Thakur, an industry expert from Technavio, specializing in research on cosmetics and toiletry sector says, “The increasing awareness about the advantages of using liquid detergents and steadily rising disposable incomes are leading to high penetration of liquid detergents in households globally. Vendors are experimenting with fragrances, natural ingredients, and other ways to improve the effectiveness of their products.”
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The top three emerging market trends driving the global liquid detergent market according to Technavio consumer and retail research analysts are:
- Marketing initiatives
- Introduction of liquid laundry detergent pods
- Growth in online retail for personal care products
Marketing initiatives
While vendors in the market continue to invest in regular marketing activities, they are also focusing on strategies to attract regional customers. In APAC, vendors are using push marketing strategy by making consumers aware about their products to increase their penetration rates in households. One of the ways they do this is through the distribution of free samples of products to make consumers try their products. For example, Unilever distributes free samples of its Surf liquid detergent sachets to encourage consumers to try their products. The boom in organized retail in key countries in the APAC region has helped vendors in utilizing point-of-sale promotions by having a specific counter and dedicated sales staff to promote their products.
“In developed countries like the US, vendors are using the product-bundling strategy, offering price discounts on the purchase of a bundle of a brand's different product lines of laundry care products, which includes detergent, fabric conditioner, and stain removers,” says Arushi.
Introduction of liquid laundry detergent pods
The introduction of liquid laundry pods by the leading players has had a great impact in the global market. The laundry pod is a one-stop solution, and the benefits offered by the pods are superior to liquid or powder detergents sold in packages; these liquid detergent pods are convenient to use and are compatible with every kind of washing machine. Though there have been some concerns regarding children's exposure to pods in the US, the trend is not likely to decline soon. Manufacturers have already taken protective measures such as changing the product packaging to protect children. Operating detergent pods in the market are from brands such as Tide (P&G), Arm & Hammer (Church & Dwight), and Purex (Henkel).
Growth in online retail for personal care products
E-retailing is the fastest-growing distribution channel in the global liquid detergent market. The revenue generated from online retailing of personal care products is expected to reach USD 3 trillion by 2020. The biggest players in the online retail market for liquid detergents are Amazon, Walgreens, and Target. The growing number of online websites that offer a wide range of liquid detergent products has increased the demand for these products, especially among working parents who seek easy accessibility and convenience. The e-retailing of various products, including liquid detergent, is gaining popularity primarily because of it being a time-saving and cost-effective process of purchasing products.
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