Unilever gearing up for a liquid detergent boom

I've spent years working in the homecare business at Unilever Bangladesh. And if there's one thing I've learned, it's that how people wash their clothes says a lot about their lives—how they live, what they value, and where they're heading.

Laundry habits have evolved dramatically in this country. From ball soaps to laundry bars, then to powders—each shift has marked a transformation in how we view household care. Now, we're preparing for another big leap: liquid detergent. Though it currently makes up less than 1% of the Tk3,500- 4,000 crore detergent market, we expect it to grow to 20% within the next decade. It's not just a bold prediction—it's based on how fast things are changing in Bangladeshi homes.

From ball soaps to liquid convenience

After independence, most laundry was done with cottage ball soaps. They were made by melting down basic ingredients like fat and glycerin in someone's backyard and sold in the neighbourhood. By the 1990s, these ball soaps still held 70% of the laundry market.

Then came a major shift. With the rise of a middle class and growing focus on convenience and hygiene, mechanised laundry soaps like Wheel became more popular. Later, we introduced Wheel Powder and Surf Excel for different segments. In a short time, detergent powders overtook soaps, now holding almost85% of the market. Soaps have been pushed down to just 15%, and in the next 10 years, I believe they'll fall to less than 5%.

What we're seeing now is the beginning of another big transition. People are upgrading from powder to liquid detergent, especially as washing machines become more prevalent and expectations rise in terms of cleanliness, fragrance, and ease of use.

Why liquid is the next frontier

Liquid detergent performs better across the board. It dissolves instantly—no clumps or residue. That makes it ideal for both hand washing and machine use. Its formula allows us to add advanced cleaning enzymes and fragrance boosters that don't work well in powder.

With over a million Bangladeshi households already owning washing machines and more joining every year, liquid detergent isn't just the future—it's a necessity. And it's not just for machines—even bucket washing is easier and more efficient with liquids.

Md Nurul Monowar

It's also more gentle on clothes. In powder detergent, the harsh scrubbing effect can wear down fabric over time. Liquids clean more efficiently without damaging fibres. Plus, the fragrance lasts longer—a big deal for consumers who want their clothes to smell fresh after drying.

Washing machine compatibility is another key factor. Powders often leave behind residue, clogging machines and reducing their lifespan. Liquid detergent solves that. In fact, many service technicians now recommend using only liquid detergent for machines.

Yes, liquid costs more—usually 20–30% more per unit—but when you consider the benefits, it offers much better value for money. A little goes a long way, and the results speak for themselves.

The washing machine boom is here

We're seeing a boom in washing machine adoption. Currently, around 300,000 washing machines are sold every year in Bangladesh. About 2-3 million households now have automatic machines, while another 1 million use semi-automatic ones.

This trend is only going upward. With more dual-income families, rising urban migration, and changing lifestyles, washing machines are becoming essential. We expect the annual demand to cross one million units in a few years.

Despite this, many people still use powder detergent in their machines, mainly out of habit or lack of awareness. That's why we're investing in education campaigns, working closely with washing machine brands, and distributing Surf Excel Liquid samples with new units to demonstrate the difference.

Even for manual bucket washing, liquid has clear advantages. It saves time and effort, doesn't need to be rubbed in, and avoids the mess of powder spillage.

Making liquid accessible and affordable

We understand that price is still a barrier. That's why we're taking steps to reduce the price gap between powder and liquid detergents. We've introduced Rin Liquid as a more affordable option. Meanwhile, Surf Excel Liquid remains the premium offering for those seeking top-notch performance.

By this year, we're launching local production of Surf Excel Liquid. This will eliminate import duties and help us make liquid detergents more affordable and widely available.

We're also looking at refill packs, which use less plastic and cost less. These innovations are not just about savings—they support our broader push for sustainability.

Liquid detergent uses less packaging overall, and we're working on biodegradable formulas to reduce environmental impact. Sustainability is not just a buzzword for us—it's part of how we innovate.

Breaking habits and myths

Old habits die hard. Many people still believe that detergents like Rin or Surf Excel fade the colour of clothes. That's not true. The fading mostly depends on the quality of the fabric dye, not the detergent itself. Our formulas are designed to protect colour while delivering strong stain removal.

There's also the habit of rubbing bar soap on stains, even after applying detergent. This isn't just unnecessary—it's often counterproductive. Today's detergents are powerful enough to remove most stains on their own, especially when used correctly.

We're working to debunk these myths through educational content, demonstration campaigns, and strategic partnerships.

A personal mission to lead the change

Since joining Unilever in 2008, after graduating from IBA, Dhaka University, I've worked across multiple categories. I've helped rebrand Wheel Power White into Rin, repositioned Fair & Lovely to Glow & Lovely, and launched new products like Pond's Bright Beauty, Pond's Oil Control, and Vaseline Mosquito Defence.

I've seen firsthand how consumer behaviour can shift when products are thoughtfully designed, priced right, and backed by strong communication.

During my tenure in Unilever, leading brands and categories, I've led the revival of declining brands through strategic interventions, and this happened because we understood what consumers truly wanted. Under my leadership, Pond's became one of Unilever's top-performing brands globally. The same principles now apply to the Home Care business.

Liquid detergent is not just a new product—it's a new way of doing laundry. And we're committed to driving this shift across Bangladesh.

At Unilever, we've always believed in staying ahead of the curve. We led the transition from soap to powder, and now we're ready to lead the shift from powder to liquid. As lifestyles modernise, appliances spread, and people demand more from their daily routines, liquid detergent is poised to become the new normal.

It won't happen overnight. But just as we've done before, we'll lead this change through innovation, education, and deep understanding of what Bangladeshi families need.

For us, laundry isn't just about cleaning clothes. It's about a brighter future for our consumers—one wash at a time.

This interview was conducted by The Business Standard's Special Correspondent Mahfuz Ullah Babu