Meet evolving format demands with versatile laundry detergent surfactants
As manufacturers race to meet diverging consumer demands, detergent format trends can serve as market signals and formulation stress tests. Your surfactant strategy must be flexible and adaptable to succeed.
The right surfactant choice for manufacturers can reduce reformulation, streamline procurement, and accelerate product launches.
As consumer preferences evolve quickly across formats, surfactant flexibility, not just performance, can help manufacturers meet demand.
Surfactant compatibility with format-specific formulas, from liquid and pods to sheets and powders, determines whether detergent meets consumer expectations or falls short.
Use laundry detergent trends to drive market differentiation
Consumers have different laundry detergent preferences across global markets, requiring manufacturers to align detergent performance with localised formats.
United States (US)
US consumers want “value-driven products” that are affordable and effective. They’re also interested in convenient options like concentrated formulas and compact packaging.1
United Kingdom (UK)
UK consumers want their laundry detergents to do more, providing multiple cleaning benefits in one formula. They’re also interested in various detergent formats.2
India
Indian consumers are interested in liquid detergents, but are open to convenient, water-saving options. They also want fabric protection from shrinking and fading.3
Turkey
Turkish consumers are predicted to invest more in liquid detergent than powder detergent. This is due to the improving economic state and evolving preferences.4
Latin America
Latin American consumers are interested in liquid detergents, as well as more convenient options like pods and refillable packaging.5
Manufacturers that can effectively address these demands increase their likelihood of standing out on the shelves.
Discover more consumer detergent preferences:
From liquid to sheet: how consumer-preferred formats impact formulation and performance
These format-specific traits influence surfactant compatibility and cleaning efficiency, making format-aware surfactant selection essential.
Liquid
Liquid detergents are formulated with water.6 Since it's a liquid, it dissolves fast in water, providing quick cleaning power.7 They’re also suitable for pre-treating stains, giving consumers an additional incentive to choose this detergent format.8
Pod
Pods are pre-dosed and formulated to dissolve in water.9 They only include the required ingredients to create a concentrated formula and a convenient format that meets consumer demand.10
Sheet
Sheets are pre-measured and ultra-concentrated to help ensure equal cleaning to traditional formats while meeting demand for convenient options.11 The lightweight end-product gives consumers the convenience they want.12
Powder
Powders are suitable for heavy soils and tough stains.13 They’re formulated with dry processing aids to improve powder flow.14 They also include binders to make sure everything holds together.15
Choosing a versatile surfactant for multiple detergent formats can save formulation time and create more efficient manufacturing processes.
Uncover how scent influences consumer detergent perception:
Why laundry detergent surfactant versatility matters for formulation performance
Laundry detergent surfactants lift stains, disperse soil, and improve solubility, affecting every stage of the wash cycle.16
Formulators need a mixture of anionic and non-ionic surfactants for effective cleaning and benefits like:17
- Lower critical micelle concentration to enhance performance
- Increased hard water tolerance to help ensure proper cleaning
- Higher effective cloud point at different temperatures
Meeting formulation demands requires surfactants that perform well individually and integrate seamlessly with broader formulas. Shell NEODOL® can provide a critical advantage in this area.
Shell NEODOL ethoxylates offer dependable, customisable non-ionic surfactants to meet shifting consumer performance demands. They are compatible with anionic, cationic, and amphoteric surfactants.
Formulate for various consumer-preferred laundry detergent formats with versatile surfactants
Share how Shell NEODOL® surfactants work well in various consumer-desired detergent formats and provide desired performance attributes.
As detergent formats evolve, selecting the right laundry detergent surfactant is key to delivering superior cleaning performance and market differentiation.
Surfactants, like Shell NEODOL, work well in liquid, pod, and sheet laundry detergent formulations to meet evolving detergent needs. Several Shell NEODOL grades are also EPA Safer Choice Ingredients.
Formulating with Shell NEODOL delivers performance benefits like:
- Excellent detergency
- Readily biodegradable
- Mixes well with other ingredients
Different Shell NEODOL grades are optimised for specific formulation goals:
| Benefits | Use | Grade |
| Excellent for particulate soils | For sulfation | Shell NEODOL® 25-3 Shell NEODOL® 135-3 |
| Strong for oily soils and emulsification | Direct formulation | Shell NEODOL® 25-7 Shell NEODOL® 45-7 Shell NEODOL® 135-7 |
Work with our surfactant experts to find the best surfactant for your laundry detergent formulation needs. Shell Chemicals scientists continually develop, refine, and improve our product lines and are always willing to offer industry-leading expertise to customers formulating with Shell NEODOL.
As detergent formats multiply and consumer demands grow, Shell NEODOL enables performance, efficiency, and adaptability in a fast-changing market.
Sources
1 https://store.mintel.com/us/report/home-laundry-products-us-2025/
2 https://store.mintel.com/report/uk-laundry-fabric-care-market-report
3 https://store.mintel.com/report/india-fabric-care-market-report
4 https://www.euromonitor.com/laundry-care-in-turkey/report#
5 https://www.skyquestt.com/report/latin-america-detergent-market
6 https://www.bhg.com/items-never-wash-with-laundry-pods-8785141
7 https://www.safeway.com/shopping-guides/paper-cleaning-home/laundry-detergent-c-vFkX/laundry-pods-powders-liquids-and-sheets-whats-the-difference-q-5f99Lh
8 https://www.safeway.com/shopping-guides/paper-cleaning-home/laundry-detergent-c-vFkX/laundry-pods-powders-liquids-and-sheets-whats-the-difference-q-5f99Lh
9 https://www.safeway.com/shopping-guides/paper-cleaning-home/laundry-detergent-c-vFkX/laundry-pods-powders-liquids-and-sheets-whats-the-difference-q-5f99Lh
10 https://www.bhg.com/items-never-wash-with-laundry-pods-8785141
11 https://www.safeway.com/shopping-guides/paper-cleaning-home/laundry-detergent-c-vFkX/laundry-pods-powders-liquids-and-sheets-whats-the-difference-q-5f99Lh
12 https://www.safeway.com/shopping-guides/paper-cleaning-home/laundry-detergent-c-vFkX/laundry-pods-powders-liquids-and-sheets-whats-the-difference-q-5f99Lh
13 https://www.safeway.com/shopping-guides/paper-cleaning-home/laundry-detergent-c-vFkX/laundry-pods-powders-liquids-and-sheets-whats-the-difference-q-5f99Lh
14 https://www.bhg.com/items-never-wash-with-laundry-pods-8785141
15 https://www.sciencedirect.com/science/article/pii/S2405844020307064
16 https://link.springer.com/chapter/10.1007/978-3-031-31230-4_17
17 https://www.sciencedirect.com/science/article/pii/S2405844020307064