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Laundry care market research

Euromonitor has the world’s most comprehensive research on the laundry care category within the home care industry.  We monitor and analyse industry trends around the world, including in-depth data on market share and market size – from the “big picture” qualitative analysis; down to specific category data. 

Euromonitor data and market analysis cultivates your organization’s awareness of the laundry care market and the greater competitive environment, ensuring accurate and focused strategies for your business.

A resource for your entire organization, Euromonitor market research supports every level of business, assisting in strategic development, marketing, mergers and acquisitions, and brand management.

Our laundry care market research answer questions such as:

  • What is the market size of laundry care?
  • What are the major brands in laundry care?
  • What is the performance of concentrated liquid detergents?
  • What are the main new products developments in the laundry aids area?

results

 

Country Report

Laundry Care in the United Arab Emirates

In 2013 consumers continued to migrate to more value-added laundry products within laundry care. Growing demand was seen for more sophisticated products, due to rising consumer confidence and disposable incomes, and the need for convenient formats of...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Egypt

Strong retail value sales growth in 2013, came on the back of rising consumer confidence, as the economy stabilised and the political climate improved, thereby pushing consumption overall. Also, rising inflation contributed to healthy retail value ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Italy

Laundry care is the most relevant category in home care in volume and value terms. In 2013, it has been the most dynamic one as it has witnessed launches of new products and several innovations towards multi-purpose detergents. In 2013 the trends ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Poland

Consumers are becoming increasingly demanding, which is why manufacturers of laundry care try to satisfy their evolving needs by launching new, innovative products. Most developments take place in terms of improved formulae, new scents and added ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Portugal

Liquid detergents have had longstanding success in Portugal. The liquid format became bigger than powder in value terms in 2012. Liquids continued to grow in 2013 and account for the largest proportion of laundry detergents sold in Portugal. This is ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Belarus

The stabilisation of Belarus’ economy continued in 2013, with the main categories in laundry care registering growth in both volume and value terms. The fact the main products within laundry care, laundry detergents, are considered essential by ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Brazil

Rising income levels and manufacturers’ investments in product and packaging innovations stimulated sales of laundry care over the review period. There was a migration from powder detergents, which were once the only type of laundry detergent ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Chile

Laundry care volume sales increased moderately in 2013 due to rising consumer interest in liquid detergents. As a result, manufacturers have started to shift their attention towards introducing other new innovative products and formats to boost sales...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Dominican Republic

The economic slowdown has impacted the laundry care category by impeding price increases in real terms. The unit price growth came from an average of +3% in 2012 (in constant terms) to -1% in 2013. The impact is throughout the different price ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in China

Besides the dampened economy, declining demand for traditional powder detergents due to their chemical residues and high energy consumption had a crucial influence on laundry care, which saw a slowdown in momentum in 2013. However, growth in ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Greece

With the launch of Dixan Mega Caps and Ariel Excel Tabs, liquid tablet detergents was introduced to the Greek laundry care category. Both launches were supported by above- and below-the-line activities, which seems to have been successful in ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Costa Rica

In 2013 laundry care witnessed deeper levels of product segmentation with certain international manufacturers, such as Irex and Unilever, applying aggressive price rollbacks with economy brand positioning, which stimulated higher levels of ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Colombia

In Colombia, traditionally powder and bar detergents are the most commonly used in households for laundry care. However, during the review period, liquid detergents, in spite the fact that they still account for a small portion of laundry detergents,...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Venezuela

According to an interview with a major manufacturer, the factor which most influenced the laundry care category was the problem of accessing raw materials, since a very large number of ingredients are imported. In addition, many of the main ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Guatemala

Laundry care in Guatemala registered retail value growth of 6% in 2013 to reach sales of GTQ1.8 billion. This is the largest category within home care, representing a 69% share of total value sales in 2013. In 2013 Wal-Mart changed the rules in the ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Ecuador

Category expansion, the growing preference for liquid detergents, and an interest in “ecological” products were the main trends in 2013. Instead of product specialisation as a main trend, which is the case of several categories in home care, more ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Nigeria

In an intensely competitive market, where Unilever Nigeria Plc can no longer take the lead of its Omo brand for granted, major manufacturers engaged in various marketing activities to maintain their brands’ visibility and try to capture more ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Kazakhstan

Laundry care is well established in Kazakhstan, with laundry detergents being particularly popular. Modern urban lifestyles and increasing living standards in the country drove demand for automatic laundry care products during the review period, as a...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Estonia

Laundry care maintained growth in 2013 as the economy continued improving. Nevertheless, 2013 can be considered a year of ongoing category stabilisation as the laundry care category saw positive growth, similar to that of the previous two years. This...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Latvia

Being the largest category in terms of retail value sales within home care in Latvia, laundry care tends to mirror the trends and developments across the overall category. Laundry care products are perceived as the most-essential home care items ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Hong Kong, China

Laundry care saw slower current value growth in 2013 than 2012 due to consumers’ rising value consciousness. The latter drove consumers to demand higher effectiveness from their laundry care products, for instance concentrated laundry detergents. ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Mexico

During 2013 liquid tablet detergents started to be sold in Mexico, thanks to the introduction of Ariel Power Pods (Procter & Gamble). The product received strong marketing support, including television advertisements featuring a group of grandmothers...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Laundry Care in Finland

Laundry care grew by 4% in current value terms in 2013 driven partly by the VAT increase from 23% to 24% in 2013, but also by rising demand for more modern and sophisticated laundry care products. However, the category is mature and private label ...

Apr 2014 | US$900 | Add to cart | View details

Passport

Passport Laundry Care Americas

All current data and analysis for Laundry Care spanning 15 North and Latin American countries. Combines access to specialized market research teams, country reports, historic and forecast data, plus advanced modelling tools, company profiles, and ...

Jan 2014 | US$12,500 | Add to cart | View details

Passport

Passport Laundry Care Asia Pacific and Australasia

All current data and analysis for Laundry Care spanning 18 Asia Pacific and Australasia countries. Combines access to specialized market research teams, country reports, historic and forecast data, plus advanced modelling tools, company profiles, and...

Jan 2014 | US$12,500 | Add to cart | View details

Passport

Passport Laundry Care Eastern Europe

All current data and analysis for Laundry Care spanning 18 Eastern European countries. Combines access to specialized market research teams, country reports, historic and forecast data, plus advanced modelling tools, company profiles, and more

Jan 2014 | US$12,500 | Add to cart | View details

Passport

Passport Laundry Care Middle East and Africa

All current data and analysis for Laundry Care spanning 12 Middle East and African countries. Combines access to specialized market research teams, country reports, historic and forecast data, plus advanced modelling tools, company profiles, and more

Jan 2014 | US$9,500 | Add to cart | View details

Passport

Passport Laundry Care Western Europe

All current data and analysis for Laundry Care spanning 17 Western European countries. Combines access to specialized market research teams, country reports, historic and forecast data, plus advanced modelling tools, company profiles, and more

Jan 2014 | US$12,500 | Add to cart | View details

Passport

Passport Laundry Care Global

All of our data and analysis for Laundry Care in 80 countries. Includes 16 years of comparable data, advanced modelling tools, global and regional analysis, company profiles, strategic briefings, articles, datagraphics, videos and podcasts.

Jan 2014 | US$50,000 | Add to cart | View details

Company Profile

SC Johnson & Son Inc in Home Care

SC Johnson's specialist orientation in home care lends the company a premium angle in terms of its products and brands. While innovation remains high in developed markets where consumers are increasingly economising, the company's activity appears to...

Dec 2013 | US$525 | Add to cart | View details

Company Profile

Unilever Group in Home Care

Unilever was the best-performing multinational company within the top 10 players in the global home care industry in 2012, thanks to its broad geographic coverage in emerging markets. With a focus on leveraging brands and products across markets to ...

Sep 2013 | US$525 | Add to cart | View details

Company Profile

Procter & Gamble Co, The in Home Care

Procter & Gamble continued to lead the global home care market in 2012 thanks to its scale of business. Although it enjoyed growth driven by product innovation, Procter & Gamble is still strongly biased towards mature markets, where the company ...

Sep 2013 | US$525 | Add to cart | View details

Company Profile

Church & Dwight Co Inc in Home Care

Church & Dwight is meeting with significant success by building on growing demand for comparatively low-priced home care brands in the US through its value brands, which enabled the company to grow in a challenging economic environment. Provided it ...

Sep 2013 | US$525 | Add to cart | View details

Country Report

Laundry Care in Switzerland

Numerous major trends in laundry care were evident at the end of the review period. First, there was a continued shift towards stronger concentrated liquid detergents which offer added convenience compared to standard liquid detergents, both in terms...

Sep 2013 | US$900 | Add to cart | View details

Country Report

Laundry Care in Ukraine

? In 2012, standard laundry detergents dominated laundry care sales in Ukraine as the purchase of such products was viewed as necessary, therefore not affected by economic problems. Since the economic recession was still ongoing in the country, ...

Sep 2013 | US$900 | Add to cart | View details

Country Report

Laundry Care in the Netherlands

Laundry care performed well in the review period, recording a CAGR of 4%, with positive growth of 2% in 2012, both in current value terms. This performance was supported mainly by price promotions, which meant greater volume sales. The most frequent ...

Sep 2013 | US$900 | Add to cart | View details

Country Report

Laundry Care in Belgium

Sales of laundry care are governed by a strong concentration movement in all kinds of liquid formats. From 2011, one-litre ultra-concentrated formats began to emerge while two-litre bottles progressively replaced the previous three-litre bottles in ...

Sep 2013 | US$900 | Add to cart | View details

Country Report

Laundry Care in Germany

Laundry care remained the most important category within home care in volume and value. Value growth of laundry care still grew in 2012, supporting the performance of home care overall. This was despite significant decline in volume sales. Shrinking ...

Aug 2013 | US$900 | Add to cart | View details

Country Report

Laundry Care in South Africa

South Africa faced ongoing economic problems at the end of the review period, with high unemployment and inflation. Low-income consumers suffered most from these trends, with many seeing their real disposable income levels decline over the last 10 ...

Aug 2013 | US$900 | Add to cart | View details

Country Report

Laundry Care in Georgia

Local manufacturers gained strong positions in 2012 in the laundry care category. The major joint Georgian-Swiss business, Berta, which is the only local player at this level, increased sales volumes. In 2012 the company expanded the range of its ...

Aug 2013 | US$900 | Add to cart | View details

Country Report

Laundry Care in Bulgaria

Laundry care is becoming increasingly fragmented with new product formats and more effective ones being launched all the time. In 2012, the strongest development in terms of new product launches came from concentrated liquid detergents. After ...

Aug 2013 | US$900 | Add to cart | View details

Country Report

Laundry Care in Romania

The slight recovery in laundry care in 2012, after declining sales since 2008, was due to improving consumer confidence and rising per capita incomes. At the end of 2011 there were a series of micro and macroeconomic enhancements which indirectly ...

Aug 2013 | US$900 | Add to cart | View details

Company Profile

Henkel AG & Co KGaA in Home Care

Henkel delivered a strong performance in 2012, thanks to its consistent product innovation and timely launches, which helped it to capture significant value share. With a strong bias towards mature markets Henkel will need to strengthen its product ...

Aug 2013 | US$525 | Add to cart | View details

Country Report

Laundry Care in Denmark

During the review period the selection of private label in laundry care grew, so that by 2012 all major grocery retailers offered at least one economy private label and one green premium private label with a focus on eco-friendliness and ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Laundry Care in Saudi Arabia

Rising disposable income levels resulted in consumers buying a widening range of laundry care at the end of the review period. This trend supported strong volume growth in many niche product areas. Carpet cleaners, liquid fabric softeners, colour ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Laundry Care in the Czech Republic

Laundry care gained popularity in 2012, and current value sales increased by 7%. Sales benefited from strong marketing and promotions and new product innovations, mostly within liquid tablet detergents, by the major manufacturers. Strong ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Laundry Care in Slovakia

Laundry care continued to develop strongly in 2012 as consumers searched for more sophisticated products. This was visible in the fast sales growth of fabric softeners and water softeners and the replacement of standard powder detergents by liquid ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Laundry Care in Cameroon

Demand for less essential products, such as bar detergents, is growing as more consumers are achieving middle-income status. Although bar detergents remained the largest category, it is facing stronger and growing competition from other detergents ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Laundry Care in Turkey

In laundry care consumers continued to shift from standard to concentrated products. The majority of laundry detergents are concentrated, while in fabric softeners the shift accelerated in 2012. Manufacturers are promoting concentrated products by ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Laundry Care in South Korea

The key trend in laundry care is concentration and diversification in 2012. In general, concentrated laundry care is regarded as more effective in detergency among consumers. There are many kinds of new products launched by manufacturers, becoming ...

Jul 2013 | US$900 | Add to cart | View details
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Custom research projects

passport: market intelligence systems

Passport: Home Care is the leading online market intelligence system for strategic,
corporate and marketing planning.

Passport Laundry Care Americas

Passport Laundry Care Asia Pacific and Australasia

Passport Laundry Care Eastern Europe

Passport Laundry Care Middle East and Africa

Passport Laundry Care Western Europe

A regional subscription delivers unrivalled levels of research and analysis for laundry care, helping you make clear, confident decisions.

Books more ›

Statistical Reference Handbook

Statistical Reference Handbook

Statistical Reference Handbook