U.S. families residing in half the nation must earn US$30 an hour, or roughly $53,000 per year after taxes, to live, according to analysis from finance app platform MoneyLion. In no state can a family of four—defined as a married couple with children, the oldest child age 6 to 17—get by earning less than $20 an hour, it said.

The federal hourly minimum age remains stuck at $7.25 since 2009. The highest minimum wage in the U.S. is only $17.95 in Washington, D.C.

MoneyLion used 2024 Consumer Expenditure Survey data to determine annual living expenses for a family of four in all 50 states. The report itemized costs, such as housing, groceries, utilities, healthcare, and transportation, collectively referred to as necessities. MoneyLion defined the living wage as the minimum hourly wage needed to achieve a living wage.

MoneyLion’s findings included:

• Mississippi and Oklahoma boast the lowest hourly living wages. A family of four needs to earn at least $25.35 (Mississippi) or $25.65 (Oklahoma) per hour to maintain a living wage.

• A family of four must earn $45 or more per hour to get by in three states. The minimum hourly living wage is $46.22 in California, $54.25 in Massachusetts, and $69.43 in Hawaii.

• In 13 Southern states, families can earn $30 or less per hour and still maintain a living wage. From lowest to highest hourly wages needed, these states include Mississippi ($25.35), Oklahoma ($25.65), Tennessee ($26.11), West Virginia ($26.35), Alabama ($26.39), Arkansas ($26.45), Texas ($26.65), Kentucky ($27.27), Louisiana ($27.77), Georgia ($27.96), South Carolina ($28.24), Florida ($29.70), and North Carolina ($29.91).

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.

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.

“Detergent manufacturers, including Procter & Gamble, Unilever, and Henkel, are increasingly exploring enzyme-based formulations to develop more effective products,” said Naveed Khan, GlobalData consumer analyst. “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 2025, Lion Corp. in Japan introduced a new version of 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 a product that 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 that use 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 in 2025. These enzyme solutions are easy to integrate and are compatible with multi-enzyme detergent formulations.

“Enzyme technology in detergent products presents significant opportunities for growth and innovation,” Khan explained. “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.”