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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 Uruguay

Purchasing power of Uruguayan consumers kept increasing in real terms during 2014 which allowed them to purchase more expensive value-added laundry detergents, especially in the large standard powder detergents category. Products that include fabric ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Guatemala

Laundry care is very dynamic in Guatemala. The introduction of Blanca Nieves, a multipurpose powder detergent which targets low-income consumers, has had great acceptance in Guatemala, since consumers use it not only for laundry but to wash dishes ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Ireland

The recession may have mitigated somewhat in 2014, yet consumers continued their newly-found skills of cutting back on products due to cost. For years private label products lagged behind on quality but proved throughout the recession that they could...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Indonesia

Laundry care remains the largest contributor within home care in Indonesia, comprising 60% of the total home care value size in 2014. Growing disposable income has certainly boosted spending on laundry care as Indonesians regard it as a basic ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Georgia

In 2014, the number of outlets increased in Georgia. Strong competition pushed growth of retail chains, reaching cities, express-format shops by the roadside, and retailers at petrol stations in the suburbs. The wide assortment of chains and ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Nigeria

Growth in Nigeria’s urban population resulted in strong and rising demand for laundry care products in 2014. The country’s urban population rose by 820,000 households in 2014 to comprise 54% of the total population of Nigeria as many satellite towns ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Australia

The consumer preference for liquid detergents continued in 2014. This was evidenced by an 11% increase in current value sales for concentrated liquid detergents, at the expense of concentrated powder detergents, which posted a 3% decline. In 2014, ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Bolivia

In 2014, Bolivian consumers had higher disposable incomes than in the past and were able to try new laundry care products. Manufacturers therefore benefited from increasing demand for fabric softeners, stain removers and other laundry aids. Companies...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Saudi Arabia

Laundry care continued to benefit from companies investing heavily in technological innovations that result in cleaner, shinier laundry with little use of the product. One of such launches was OMO’s new formula by Binzagr Lever Ltd (Unilever Arabia) ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Portugal

During 2015, laundry care continued to benefit from the upbeat mood in liquid detergents. On the one hand, many new products have been launched in liquid tablet detergents since 2013 and this has led to the creation of a new category in Portugal and ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in the Netherlands

Laundry care suffered further declines in the Netherlands during 2014. The major issue for the category during the year was the fact that value sales remained under pressure in the category as a whole. Value growth was eroded as the percentage of ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Macedonia

Laundry care current value sales increase by 3% in 2014 to reach MKD1.5 billion, with average current unit prices increasing by 2%

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Italy

In volume and value terms laundry care is the most relevant home care category, despite its poor performance in 2014. Due to new product launches and innovations in terms of multipurpose and concentrated detergents, laundry care avoided an even worse...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in the United Arab Emirates

2014 saw the continuation of the trend seen in 2013 where consumers continued to shift to higher-priced products such as concentrated powder and liquid detergents. Rising environmental awareness coupled with the increasing number of concentrated ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Costa Rica

Segmentation and the further development of the right value proposal for key groups of consumers continued to unfold within laundry care in Costa Rica during 2014. Small presentations and product availability continued as the main drivers to ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Romania

Consumers seemed to be benefit-focused in 2014 as consumption concentrated on those products that were perceived as offering the best advantages. Laundry care attained a higher level of innovation with products that highlighted new features and ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in China

Liquid detergents were increasing popular in 2014, benefiting from heavy investment from the leading manufacturers. Firstly, leading manufacturers released innovative products in 2014, which offered not only an advanced cleaning effect but also extra...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Germany

With the household penetration rate for washing machines at 95% in Germany in 2014 and with most households using their automatic washing machines several times per week on average, laundry care is undoubtedly the largest home care category in ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Iran

Iran was hampered by 18% annual inflation and less than 2% real GDP growth in 2014. However, this represented a considerable improvement in comparison to its economic performance over 2012 and 2013, which saw considerably higher inflation and real ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in the US

In February 2012, Procter & Gamble launched liquid tablet detergents with introduction of Tide Pods. Consumers were immediately receptive to the new product and other major manufacturers soon followed suit, releasing their own pod products. Value ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in the Czech Republic

The trend in laundry care that was seen over the review period continued in 2014: there was visible rising demand for modern and convenient types of detergents such as liquid detergents and detergents tablets at the expense of “classic” powder ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Egypt

Significant retail value growth of 14% was recorded in 2014 in laundry care. This came as consumption increased as confidence levels grew and economic stabilisation began. Price increases and high inflation played a role in increased retail value ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Brazil

Although disposable income declined in 2014 due to inflation, rising income and manufacturers’ investments in product and packaging innovations stimulated sales of laundry care in the review period. There was a continuing trend of migration from ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Ecuador

During 2014, there were two major government regulations that affected sales. In December 2013, the COMEX (the External Commerce Committee) created Resolution 116. The aim of the resolution is to control product quality by demanding importers provide...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Dominican Republic

Although over the past decade the Dominican Republic has boasted one of the strongest economies in the Central American-Caribbean region (CAC), it experienced significantly slower growth in 2013 than during the rest of the review period. Weaker ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Belgium

The leading manufacturers of laundry care continued to engage in innovation towards the end of the review period, especially in the key product category of laundry detergents. However, such innovation did not result in positive growth. While ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in France

In 2014, the overall decline in volume was explained by a combination of different factors. Firstly, French households being more accustomed to concentrated/compact laundry detergents, there were fewer instances of over-dosage. Product concentration ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Mexico

Although basic laundry care products continued playing a relevant role in the category, during 2014, innovation was concentrated on formulation improvements that in most cases implied higher average prices due to value-added attributes. An example ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Ukraine

Laundry care products are important to Ukrainian consumers and are considered as essential products. However, laundry care in Ukraine suffered from weakening demand in 2014. Both volume and value sales decreased in all categories due to the ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in South Africa

Laundry care remained a category characterised by fierce price competition and widespread price discounting among manufacturers and retailers during 2014 as the category’s leading players increased volumes sales by reducing prices in order to support...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Finland

Generally speaking, Finns attempted to limit their spending by comparing prices and opting for more affordable products, such as private label offerings, in 2014 as the economy remained unstable in Finland. However, consumers did not mind paying a ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Austria

Product innovation, supported by advances in technology, influenced the value growth of laundry care in Austria in 2014. The busier lifestyles of many Austrians, as well as greater demand for convenient products, triggered greater efforts by ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Norway

Even though eco-friendliness is an important consideration for Norwegian consumers when selecting laundry care products, almost all products sold in Norway carry the Swan label so there is very little differentiation amongst brands in this regard. As...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Greece

Liquid tablet detergents was under the spotlight in 2014 with more launches taking place during the year. Lenor, Skip and Omo entered the category, resulting in a year of dynamic growth in both value and volume terms. In view of its novelty, capsules...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Canada

Laundry care increased moderately in 2014 in current value terms, although volumes remained flat in relation to the previous year. Despite the trend of frequent price discounting and the habit forming among consumers in buying laundry detergents on ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Chile

Fabric fresheners performed the fastest growth in current value terms, increasing by 24% in 2014. In spite of being a relatively small category, its growth signals the drive for more sophistication and evolving needs amongst middle- and high-income ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Estonia

Thanks to wide usage, laundry care is one of the most important within home care in the country. However, since its consumer base was already well-established, laundry care started to see some indications of maturity. Nevertheless, it saw volume and ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Kenya

The household penetration of automatic washing machines remained low at the end of the review period, with fewer than 21% of households having these appliances. However, there was a marked rise in household penetration during the review period, with ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Tunisia

Laundry care saw healthy value growth in 2014 thanks to new product developments. In fact, innovations such as new-generation liquid tablet detergents increased demand within this emerging product category. Besides, specific categories continued to ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Turkey

Political turmoil in Turkey’s neighbouring countries continued to have a negative influence on exports of Turkish laundry care products during 2014. Accordingly, many of the leading companies in the category switched their focus towards catering to ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Croatia

Laundry care, dictated by laundry detergents, showed resilience in the face of declining household incomes. This was achieved through constant advertising, but also because laundry detergents are considered to be essential household products. Savings...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Serbia

Apart from the biggest categories of laundry detergents and fabric softeners, which are traditionally important in Serbia, some smaller categories gained popularity among Serbian consumers. Laundry aids registered 8% current value growth in 2014, ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Israel

Consumers are moving towards space-efficient containers and increasingly concentrated detergents. They are staying away from purchasing powders, and are buying gels instead. Consumers are increasingly interested in more innovative detergent products,...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Latvia

Accounting for the dominant share of sales within home care in Latvia, laundry care tends to influence development of trends across all home care categories. Laundry care products are considered to be the most important products to have at home; ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Lithuania

Increased consumer interest in eco laundry care products was strongly noticeable in 2014. Consumers started paying more attention to product labels and the amount of chemical compounds contained in the products. Increasing health problems mainly ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Sweden

In 2014, market players sought value sales growth through the development of new product niches. The 2013 launch of the Via brand in liquid tablet detergents is an example in point. But increased product segmentation was not just confined to brand ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Morocco

In 2014, laundry care recorded volume growth of 5% and 8% current value growth, respectively. Sales of laundry care in Morocco were mainly driven by the continuous rise of disposable income of households in Morocco. In addition to this, the appealing...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Slovenia

Laundry care in Slovenia pretty much follows trends set by the biggest multinational manufacturers and it is well developed. The latest trend, as of 2014, is towards higher efficiency of products and new energy-saving approaches to enable lower water...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Pakistan

Leading companies continue to invest heavily in marketing campaigns in order to maintain their stronghold. Unilever, with its leading brand Surf Excel, continued to run campaigns throughout all media formats like TV, radio, print and digital media. ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Laundry Care in Peru

In June 2014, the multinational Procter & Gamble Perú launched Ariel Power Pods, the first liquid tablet detergent available in Peru. The brand contains a detergent and stain remover and has brightening properties. The new product was strongly ...

Mar 2015 | US$1,000 | Add to cart | View details
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