Washing Machine Cleaner Market - By Type (Foam, Liquid, Powder, Tablet, Bar, Others), By Function (Anti-bacterial, Anti-microbial, Others), By Price Range, By End-use, By Distribution Channel & Forecast, 2024 - 2032

Washing Machine Cleaner Market Size

Washing Machine Cleaner Market was valued at USD 657.4 million in 2023 and is estimated to grow at a CAGR of 6.2% during the forecast period. Consumers prioritize products that effectively clean and remove residue, mold, and bacteria from washing machine drums, hoses, and seals.

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Products that prevent or eliminate unpleasant odors from washing machines are highly sought after, especially in humid environments. Regular use of washing machine cleaners helps maintain optimal machine performance, preventing breakdowns and extending the lifespan of appliances. Cleaner machines are more energy-efficient and require fewer repairs, leading to long-term cost savings for consumers. Increased awareness through educational campaigns and information about the benefits of using washing machine cleaners also drives demand.
 

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There can be skepticism regarding the effectiveness of washing machine cleaners in eliminating mold, bacteria, and residues. Some consumers are hesitant to use cleaners due to concerns about chemicals and their impact on the environment and personal health.

Washing Machine Cleaner Market Trends

There is a rising demand for eco-friendly washing machine cleaners that use biodegradable ingredients, minimal packaging, and sustainable manufacturing practices. Manufacturers are developing more effective formulas that target mold, bacteria, and residues while being gentle on machines and the environment. Integration of innovative cleaning technologies, such as enzymatic cleaners and plant-based surfactants, to enhance cleaning performance. Growing preference for non-toxic and allergen-free formulations that are safe for households with children and pets. Continued growth in online retail channels for purchasing washing machine cleaners, providing convenience and wider product selection.

Washing Machine Cleaner Market Analysis

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Based on type, the market is divided into foam, liquid, powder, tablet, bar and others. In 2023, foam held the dominant market of USD 202.8 million and is expected to reach USD 361.5 million by 2032. Foam cleaners are favored for their convenience and ease of application, requiring minimal effort to apply evenly across the washing machine drum. Consumers appreciate foam cleaners that effectively dissolve residues, mold, and detergent buildup, ensuring thorough cleaning cycles. Varieties with pleasant scents or fragrance-free options cater to diverse consumer preferences, enhancing the cleaning experience.

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Based on function, the market is categorized into anti-bacterial, anti-microbial and others. In 2023, anti-bacterial held the dominant market share of 46% and is anticipated to grow through the years. Consumers prioritize products that effectively eliminate bacteria and prevent microbial growth inside washing machines. Anti-bacterial cleaners are valued for their ability to eliminate odors caused by bacteria buildup, ensuring fresh-smelling laundry. Products that ensure a hygienic environment and reduce the risk of cross-contamination appeal to health-conscious consumers.

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North America held a market of around USD 153.8 million in 2023 and is expected to reach USD 273.4 million by 2032. Increasing awareness of hygiene and cleanliness, particularly in household appliances like washing machines, drives demand for effective cleaning products. Consumers seek cleaners that prevent mold, mildew, and bacterial growth inside washing machines, ensuring fresh and hygienic laundry.

The market in U.S. is set to grow through a CAGR of 6.6% through the forecast time period. Products offering easy application methods (e.g., tablets, pods) and quick cleaning cycles appeal to busy American consumers. Manufacturers and industry associations educate consumers about the benefits of using washing machine cleaners and proper appliance care.

The German washing machine cleaner market maintained a considerable position in Europe. German consumers prioritize cleanliness and hygiene, extending to household appliances like washing machines. Consumers in Germany trust established brands known for quality, reliability, and effective cleaning solutions.

China is supposed to grow at the highest rate of 7.3% in the region. Increasing awareness among Chinese consumers about the importance of cleanliness and hygiene, including maintaining clean household appliances. Products that offer time-saving solutions and fit into busy schedules are highly sought after by Chinese consumers.

Washing Machine Cleaner Market Share

Washing machine cleaner industry seem to be consolidated in nature due to presence of local and global players across the globe. In 2023, the market players such as Procter & Gamble, Reckitt Benckiser, Church & Dwight Co., Inc., Electrolux, S.C. Johnson & Son, LG Electronics, Samsung Electronics and Bosch Home Appliances collectively held around 20%-25% market share. These prominent players are proactively involved in strategic endeavors, such as mergers & acquisitions, facility expansions & collaborations, to expand their product portfolios, extend their reach to a broader customer base, and strengthen their market position.

Washing Machine Cleaner Market Companies

Major players operating in the washing machine cleaner industry are

• Procter & Gamble
• Reckitt Benckiser
• Church & Dwight Co., Inc.
• Electrolux
• S.C. Johnson & Son
• LG Electronics
• Samsung Electronics
• Bosch Home Appliances
• Whirlpool Corporation
• Miele
• Siemens
• Kao Corporation
• Henkel
• Amway
• Diversey

Washing Machine Cleaner Industry News

• In 2023, Samsung has introduced its own EcoBubble washing machine cleaner and QuickDrive technologies in the Indian market with a multilingual washing machine driven by AI.

The washing machine cleaner market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Million)(Million Units) from 2021 to 2032, for the following segments

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Market, By Type

• Foam
• Liquid
• Powder
• Tablet
• Bar
• Others (Capsule, Wipes, etc.)

Market, By Function

• Anti-bacterial
• Anti-microbial
• Others (Residue free, Streak Free, etc.)

Market, By Price Range

• Low
• Mid
• High

Market, By End-use

• Individual
• Commercial

Market, By Distribution Channel

• Online
• Offline

The above information is provided for the following regions and countries

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
  • Rest of Europe
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• MEA
  • UAE
  • Saudi Arabia
  • South Africa
  • Rest of MEA