Busy lifestyles and rapid urbanization are driving time-sensitive consumers to seek detergents that offer improved efficiency. In addition, rising negative perceptions of chemicals—often viewed as harmful to clothing—are leading 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 color retention and stain removal. Consequently, detergent products featuring enzyme technology are becoming popular among eco-conscious and time-sensitive consumers, according to GlobalData, a leading intelligence and productivity platform.
Naveed Khan, Consumer Analyst at GlobalData, comments: “Detergent manufacturers, including Procter & Gamble, Unilever, and Henkel, are increasingly exploring enzyme-based formulations to develop more effective products. 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.”
Aligning with the trend, in August 2025, Lion Corporation in Japan introduced a new version of NANOX one-branded laundry detergent featuring an advanced super enzyme, designed to eliminate bacteria-driven DNA, which is known to cause yellowing and odors.
Similarly, Norwex US launched PowerZyme Laundry Detergent under its Norwex brand in January 2025. The company states that the product contains 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 of laundry products 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 specialist lipase enzyme 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 efficient enzyme combinations that detergent manufacturers can use to create higher-quality, more efficient products. For example, in Denmark, 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.
Khan continues: “As consumers increasingly look for sustainability aspects in laundry products amid rising environmental concerns, the products’ popularity is rising. This is substantiated by GlobalData 2025 Q4 survey, wherein 74% of consumers view “sustainable/environmentally friendly” as essential or nice to have when making a product purchase†.”
Khan concludes: “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. However, to fully capitalize 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.”
†GlobalData 2025 Q4 global consumer survey was conducted with 22,613 respondents across 42 countries.
