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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 Russia

Several Russian consumer markets faced difficulties in 2014 amidst high inflation and minimal growth in the real incomes of consumers. The majority of Russian consumers remain highly price-sensitive, a situation which limits their options when making...

Jul 2015 | US$990 | Add to cart | View details

Company Profile

Procter & Gamble Co, The in Home Care

The world’s leading home care company, Procter & Gamble, is in the process of significant strategic reform. This profile analyses the company’s strategic emphasis on innovation and the development of new product areas, considers opportunities to ...

Jul 2015 | US$570 | Add to cart | View details

Country Report

Laundry Care in Poland

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

Jun 2015 | US$990 | Add to cart | View details

Country Report

Laundry Care in India

India inclined towards positive momentum with increase in demand for premium powder detergents in big cities in 2014. Consumers are trying out brands that are one scale up from what they were using and this is increasing in switching ratios. ...

Jun 2015 | US$990 | Add to cart | View details

Country Report

Laundry Care in Kazakhstan

Laundry care benefited strongly from ongoing expansion in the number of supermarkets and hypermarkets in Kazakhstan at the end of the review period. In addition, there continued to be ongoing urbanisation in the country, with more consumers thus ...

Jun 2015 | US$990 | Add to cart | View details

Country Report

Laundry Care in South Korea

Laundry care increased by 2% in current terms in 2014, although volume sales recorded a decline. Fabric softeners increased by 3% in current terms thanks to the strong performance of concentrated fabric softeners, and laundry aids also recorded ...

Jun 2015 | US$990 | Add to cart | View details

Country Report

Laundry Care in Singapore

Liquid detergents continued to rise in popularity in 2014, even though it was no longer the fastest-growing category in laundry care. Liquid detergent is less messy, easier to dissolve in water and more convenient to use than powder detergent. ...

Jun 2015 | US$990 | Add to cart | View details

Country Report

Laundry Care in Slovakia

Current value sales rose by 5% in 2014 to reach €94 million. Laundry care benefited from strengthening demand, thanks to strong price promotions. Improving consumer purchasing power and the slow trend towards more washes per week also positively ...

Jun 2015 | US$990 | Add to cart | View details

Country Report

Laundry Care in the United Kingdom

Laundry care products benefited from raised unit prices in 2014, driven by innovations such as a number of new premium range liquid tablet detergents. Laundry care continued to be reliant on the leading manufacturers developing avenues of growth ...

Jun 2015 | US$990 | Add to cart | View details

Country Report

Laundry Care in Hong Kong, China

Laundry care recorded a similar current value growth in 2014 versus 2013. This reflects a combination of consumers’ rising value consciousness and high penetration in the category. Meanwhile, consumers sought greater effectiveness from their laundry ...

Jun 2015 | US$990 | Add to cart | View details

Country Report

Laundry Care in Colombia

The use of liquid detergents continued to expand in the country, with higher growth than both powder and bar detergents. Between 2009 and 2014, the value share of liquid detergents more than doubled, from 3% to 7%. Consumers were increasingly ...

Jun 2015 | US$990 | Add to cart | View details

Country Report

Laundry Care in Denmark

Sustainable and allergy-friendly products drove the premium laundry care segment in 2014. This is a very strong local trend in Denmark. Danes view products that are better for the environment as healthier – eg in the case of laundry detergents, they ...

Jun 2015 | US$990 | Add to cart | View details

Country Report

Laundry Care in Japan

Laundry care in Japan recorded impressive 9% current value growth in 2014, which was faster than the 4% growth in 2013. This growth was led by premium products, such as concentrated liquid detergents and liquid tablet detergents, amongst others. ...

Jun 2015 | US$990 | Add to cart | View details

Country Report

Laundry Care in Hungary

Although the spending power of consumers is recovering, the key aspect when purchasing home care products remained a good price/value ratio, with shoppers looking for discounts and competitive prices. Meanwhile, more convenient formats, like tablets ...

Jun 2015 | US$990 | Add to cart | View details

Company Profile

Lion Corp in Home Care

Japanese company Lion Corp dropped out of home care’s global top 10 in 2013 as it continued to rely heavily on its domestic market. This profile analyses Lion’s strategies for dealing with the growing challenges it faces in Japan, including rivals ...

Jun 2015 | US$570 | Add to cart | View details

Country Report

Laundry Care in Bulgaria

Standard laundry detergents continued to see declining value sales in 2014, making it the worst performing category in laundry care during the year as consumers showed a clear preference for more concentrated formats. The trend continues to develop ...

Jun 2015 | US$990 | Add to cart | View details

Country Report

Laundry Care in Venezuela

In 2014 the market continued to be affected by the limited supply of raw and packaging materials, which generated high demand among consumers. According to a major manufacturer, the problem which most influenced the laundry care category was ...

May 2015 | US$990 | Add to cart | View details

Country Report

Laundry Care in Switzerland

In 2014, there were two major trends apparent in laundry care in Switzerland. On the one hand, laundry care continued to benefit from the convenience trend. The increasingly busy lifestyles of Swiss consumers, the ageing of the country’s population ...

May 2015 | US$990 | Add to cart | View details

Country Report

Laundry Care in the Philippines

Positive economic conditions in the Philippines during 2014 helped to improve consumers’ disposable incomes and their confidence in spending. As the majority of the consumers still hand washed their clothes, they were thus keener to invest in washing...

May 2015 | US$990 | Add to cart | View details

Company Profile

Kao Corp in Home Care

Kao Corp is the leading home care company in Japan and ranks eighth at the global level. This profile examines the company’s efforts to generate value through innovation in its mature domestic market and analyses its strategy of targeting the growing...

May 2015 | US$570 | Add to cart | View details

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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | Add to cart | View details
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