Underscoring gains in emerging markets, Grand View notes that powder detergents was the biggest product segment in the market accounting for over 31% of the total revenue in 2016. The APAC is expected to be the largest regional market with a projected CAGR of 5.3% over the forecast period.
The top brands of the laundry detergent market include Tide, Purex, and Surf. These three brands are responsible for the nearly half of the market share of the laundry detergent market. The four vendors which control the laundry detergent industry are Procter & Gamble, Unilever, Church & Dwight, and Henkel. Grand View notes that the brands produced by the Unilever, P&G and Henkel concentrate on the middle and high-end segment of consumer whereas Church & Dwight targets the low end of the consumer segment. The rising disposable income in the developing economies is forging new trend in the industry where consumers are inclined to buy brand based on its quality and company's reputation. However, this trend is only common for the mature market of the North America and European region. The consumers from Africa and Asia Pacific region prefers the product based on its pricing.