Leading liquid laundry detergent brands sales of the U.S. 2024

The U.S. laundry detergent market continues to be dominated by major brands, with Tide leading the pack in 2024. Tide's sales reached an impressive 2.88 billion U.S. dollars, nearly double that of its closest competitor, Gain. 

Market dynamics and consumer preferences

While liquid laundry detergents remain popular, the category has seen some shifts in recent years. In 2023, liquid detergents accounted for approximately 620 million units sold, generating sales of about 6.4 billion U.S. dollars. This indicates a trend towards more concentrated formulas, as consumers seek products that offer both convenience and effectiveness. The presence of eco-friendly options like Ecos in the top 10 brands also suggests growing consumer interest in environmentally conscious products.

Industry leaders and market influence

Procter & Gamble, the parent company of Tide and Gain, maintains a strong foothold in the household and personal care sector. As the largest global company in this space, P&G reported sales exceeding 84 billion U.S. dollars in 2024. This dominance extends beyond laundry detergents, with P&G also leading in other categories such as toothpaste, or deodorants. The company's wide-ranging influence in consumer goods continues to shape market trends and consumer choices across multiple product categories.