Busy lifestyles and rapid urbanisation have driven time-sensitive consumers to seek detergents that offer improved efficiency.
In addition, rising negative perceptions of chemicals, often viewed as harmful to clothing, have led consumers to prefer detergents formulated with natural ingredients.
This shift has increased demand for bio-based ingredients such as enzymes, which act as catalysts to enhance chemical reactions and ultimately improve fabric colour retention and stain removal.
Consequently, detergent products featuring enzyme technology are becoming popular among eco-conscious and time-sensitive consumers, according to GlobalData.
“Detergent manufacturers, including Procter & Gamble, Unilever, and Henkel, are increasingly exploring enzyme-based formulations to develop more effective products”, said Naveed Khan, Consumer Analyst at GlobalData.
“Companies are incorporating enzymes such as protease, amylase, lipase, cellulase, mannanase, and pectate lyase, each designed to target specific stains, to gain a competitive edge.”
In line with the trend, in August 2025, Lion Corporation in Japan introduced a new version of NANOX, a one-branded laundry detergent featuring an advanced super enzyme designed to eliminate bacteria-driven DNA, which is known to cause yellowing and odours.
Similarly, Norwex US launched PowerZyme Laundry Detergent under its Norwex brand in January 2025. The company stated that the product contained a high concentration of enzymes, plant-based surfactants, and biodegradable ingredients. It is designed to dissolve quickly and act immediately.
In Australia, Koh introduced a three-product range under its Koh brand: Sensitive Laundry Detergent Sheets, Sensitive Laundry Liquid, and Sensitive Stain Remover in October 2025.
The laundry detergent uses enzyme technology featuring a specialised lipase that helps break down body oils, sunscreen, and cooking fats. The stain remover uses five types of enzymes, including protease, amylase, and cellulase.
Additionally, biotechnology companies continue to research and develop combinations of enzymes that detergent manufacturers can use to create higher-quality, more efficient products.
For example, in Denmark, the biotechnology company Novonesis launched two protease-based protein-stain removal solutions, Progress Beyond and Progress Go, in March 2025. These enzyme solutions are easy to integrate and are compatible with multi-enzyme detergent formulations.
Moreover, enzyme-based detergents are biodegradable and sustainable. The natural proteins in enzymes break down easily into harmless byproducts, reducing environmental impact. They are also effective at lower washing temperatures, which lowers energy consumption and reduces washing machines’ carbon emissions.
“As consumers increasingly look for sustainability aspects in laundry products amid rising environmental concerns, the products’ popularity is rising.”
This is substantiated by the GlobalData 2025 Q4 survey, wherein 74 percent of consumers view “sustainable/environmentally friendly” as essential or nice to have when making a product purchase.
“Enzyme technology in detergent products presents significant opportunities for growth and innovation. By incorporating these ingredients into their products, manufacturers can gain a competitive edge and expand their market reach,” added Khan.
“However, to fully capitalise on this trend, manufacturers will need to invest heavily in research and development or collaborate with biosciences companies to bring these products to market, while accepting lower margins and keeping prices competitive.”
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