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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 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | Add to cart | View details

Country Report

Laundry Care in Spain

Laundry care remained the largest category among home care products during 2014. However, it registered negative results in both, value and volume terms. On one hand, this was due to the effects of the economic crisis in Spain that limits consumers ...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Laundry Care in Argentina

The economic crisis strongly impacted demand for laundry care during 2014. The fall in purchasing powers played a very negative role, with volume sales falling by 8%, despite current value growth of 30% and sales reaching ARS8,375 million.

Mar 2015 | US$900 | Add to cart | View details

Country Report

Laundry Care in Algeria

Laundry care benefited from rising disposable income levels towards the end of the review period, with real disposable income per capita rising by almost 5% in 2014 over the previous year. This resulted in many mid-income consumers obtaining ...

Mar 2015 | US$900 | Add to cart | View details

Country Report

Laundry Care in Bosnia-Herzegovina

After most key players introduced concentrated powder detergents in 2013, a format that is aimed at replacing the largest laundry care category, standard powder detergents, a growing number of consumers continues to shift to the new format. This is a...

Mar 2015 | 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 ...

Feb 2015 | 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...

Feb 2015 | 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

Feb 2015 | 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

Feb 2015 | 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

Feb 2015 | 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.

Feb 2015 | US$50,000 | Add to cart | View details

Country Report

Laundry Care in Romania

In Romania laundry care was supported by recovering purchasing power and consumer confidence. This allowed producers to offer Romanians new products. The same factors benefitted performance of higher-quality products. Consumers were more willing to ...

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

Country Report

Laundry Care in Uzbekistan

In 2013, laundry care witnessed strong development of domestic production. The segment enjoyed growth of investment by domestic entrepreneurs solely or jointly with foreign investors. This resulted in increasing number of manufacturers, which itself ...

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

Company Profile

Colgate-Palmolive Co in Home Care

Colgate-Palmolive delivered strong performance in 2013 benefiting from its good presence in Latin America where consumer demand for home care products are on the rise. The company has also performed well in developed mature markets thanks to its ...

Oct 2014 | US$525 | Add to cart | View details

Global Briefing

Fragrances in Home Care: On the Scent of Greater Diversity

Fragrance is a vital ingredient in home care products in order to mask the scents of active chemical ingredients, but in some categories it is also being used for product positioning and marketing. This report assesses global fragrance trends in home...

Oct 2014 | US$1,200 | Add to cart | View details

Country Report

Laundry Care in Malaysia

Sales of carpets gradually shrank over the review period. Timber and marble were the more-common choices as flooring material in Malaysia due to their durability and easy maintenance. As a result of low demand for carpet cleaners, some manufacturers ...

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

Country Report

Laundry Care in Germany

Laundry care is a mature category in Germany and consumers are increasingly demanding products which offer better and quicker results while also supporting the environment and saving them time and money. As such, product sophistication has continued ...

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

Country Report

Laundry Care in Thailand

Laundry care continued to perform dynamically in 2013. Current value growth of 7% was driven by strong efforts from players together with healthy demand from Thai consumers. While consumer demand was becoming more sophisticated, players responded to ...

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

Country Report

Laundry Care in South Korea

As concentrated laundry care became the most preferred product type among South Korean consumers, laundry care in South Korea was able to gain additional retail value growth regardless of a decreasing consumer base. As concentrated products are more ...

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

Country Report

Laundry Care in India

Manufacturers introduced innovations to India to increase the demand for water-saving products in urban areas of the country. Furthermore, with fast-moving lifestyles and the availability of wide product portfolios (mid-range to higher prices), ...

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

Country Report

Laundry Care in the Philippines

In 2013, laundry care enjoyed a boost in its performance thanks to the aggressive marketing of less expensive brands. Although the playing field seemed largely mature, the increasing presence of these more affordable alternatives resulted in retail ...

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

Company Profile

SC Johnson & Son Inc in Home Care

Privately owned SC Johnson & Son Inc is the world’s fourth largest home care manufacturer. This profile analyses the company’s efforts to meet the challenges presented by maturity and economic uncertainty in developed markets and evolving demand ...

Jul 2014 | US$525 | Add to cart | View details

Country Report

Laundry Care in Vietnam

In 2012-2013, laundry care experienced an exciting year with new product development and improvements in marketing activities from both local and foreign manufacturers. Unilever Vietnam International Co Ltd and Procter & Gamble Vietnam Ltd invested ...

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

Company Profile

Procter & Gamble Company, The, in Home Care

Procter & Gamble is the world’s leading home care company. This profile analyses its efforts to respond to consumer budget consciousness and market maturity by stepping up product innovation, moving into lower priced segments, and shifting its ...

Jul 2014 | US$525 | Add to cart | View details

Country Report

Laundry Care in Denmark

The key story of 2013 within Danish laundry care was the increased sales of Danish retailers’ private label products, namely Änglamark, Levevis and Grøn Balance. Green and discount brands are especially popular in Denmark and the Danish company Coop ...

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

Country Report

Laundry Care in Japan

Japanese consumers have traditionally disliked strong fragrances. Many however began to be attracted by the subtle scents offered by fabric softeners during the review period, particularly in response to strong TV advertising from western pioneer ...

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

Country Report

Laundry Care in Belgium

Sales in laundry care are being governed by a strong concentration movement in all kinds of liquid formats. From 2011, 1-litre ultra-concentrated formats began to emerge, whilst 2-litre bottles progressively replaced the previous 3-litre bottles in ...

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

Country Report

Laundry Care in Switzerland

Sales of laundry care in Switzerland continued to be hampered by declining unit prices and adverse demographic trends in 2013. Slow population growth meant that volume sales witnessed slow growth, while falling unit prices exerted additional pressure...

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

Country Report

Laundry Care in Russia

Russian consumers benefited from rising disposable income levels at the end of the review period, thanks to growth in wages and the widening availability of consumer credit. Consequently, Russians began to spend more freely in many areas, including ...

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

Country Report

Laundry Care in Indonesia

As the size of washing machines grew quite significantly in 2013, sales of detergents increased as well. Detergents specialised for washing machine use are becoming more popular. Converting from hand wash detergents to automatic detergents will take ...

Jun 2014 | US$900 | Add to cart | View details
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    Passport: Home Care is the leading online market intelligence system for strategic,
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    Passport Laundry Care Americas

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

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    Statistical Reference Handbook

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