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Laundry Care

Euromonitor International publishes the world's most comprehensive market research on the laundry care industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and share data, distribution and industry trends and sub-category level information. 

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Company Profile

SC Johnson & Son Inc in Home Care

Nov 2016

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 is developed markets and evolving demand ...

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Strategy Briefing

New Consumerism: Cold Turkey? Why Cold Water Washing Has to Work - Part I

Nov 2016

The cold water washing trend in laundry care polarises consumers and the industry, with a great deal of rational evidence as well as passionate emotional perceptions that support or attack the principle. There are clear environmental and economic ...

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Strategy Briefing

Dial Up: Laundry Settings Echoing Consumers Lifestyles to Remain Relevant

Oct 2016

Washing machine programme settings are a secondary selling point for consumers; however, they interact with the dial on a weekly or daily basis, hence the need for washing machine manufacturers to ensure the relevance of settings throughout the ...

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Company Profile

Henkel AG & Co KGaA in Home Care

Jun 2016

Henkel is the fifth largest home care manufacturer in the world and the second largest in Western Europe. This profile analyses Henkel’s strategic efforts to strengthen its position in key categories in mature developed markets, examines its strong ...

US$570
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Strategy Briefing

In-wash Scent Boosters: A Game Changer for Laundry Care?

May 2016

Scent boosters is the biggest newcomer in the home care market, which has been given considerable attention by global detergent brand makers. Using microencapsulation technology, this product line is likely to change how laundry care categories are ...

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Country Report

Laundry Care in Portugal

May 2016

Home care in general, and laundry care in particular, is one of the most promoted FMCG categories. The possibility for consumers to stock and discounts reaching 50% or even 60% stimulated this promotional trend. Retailers and manufacturers used ...

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Country Report

Laundry Care in Indonesia

May 2016

Current value growth of laundry care slightly slowed down in 2015 compared to growth in the previous year, but remained strong at 15%. The essential nature of laundry care for households supports its performance. Consumers’ rising sophistication has ...

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Country Report

Laundry Care in the Netherlands

Apr 2016

Laundry care products are seeing an increase in concentration. Indeed, most brands of automatic detergents are seeing smaller average doses per laundry cycle, with the standard for concentrated laundry detergents at 35ml in 2015. This movement is ...

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Country Report

Laundry Care in Japan

Apr 2016

Laundry care in Japan recorded 4% value growth to reach \485 billion in 2015, slower growth compared to 2014, when the category grew by an impressive 11%, partly due to the VAT increase that came into effect in April 2014. The drivers in 2015 were ...

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Country Report

Laundry Care in Italy

Apr 2016

Despite its poor performance, laundry care remains the biggest home care category in terms of volume and value. Being in a category of continuing trends (eg the transition from powdered detergents to liquid detergents and standard liquid to ...

US$990
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Country Report

Laundry Care in Germany

Apr 2016

Laundry care remains the most important category within home care, accounting for nearly half of overall value sales in 2015. This can be attributed to a penetration rate for washing machines of 96%, combined with a broad variety of products ...

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Country Report

Laundry Care in Australia

Apr 2016

Laundry care saw a continued shift away from powder detergents towards liquid detergents in 2015, with concentrated liquid detergents recording the strongest growth of any laundry care category. Liquid detergents are more convenient to use than ...

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Strategy Briefing

Global Laundry Care 2016: An Age of Powering On

Apr 2016

Laundry detergents is the defining category in the laundry care market, making up the bulk of volume and value sales. Movements in this category on a global level will define the direction the laundry care market will take, but this is not to dismiss...

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Country Report

Laundry Care in Saudi Arabia

Apr 2016

Laundry care continued to benefit from companies investing heavily in technological innovations that result in cleaner laundry with limited use of the product. A number of these products, such as OMO’s new formula by Binzagr Lever Ltd (Unilever ...

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Country Report

Laundry Care in Brazil

Apr 2016

2015 was a negative year for several fast-moving consumer goods categories in Brazil due to reduced disposable income among consumers, driven by higher-than-expected inflation and a strong rise in unemployment, but the laundry care category proved ...

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Country Report

Laundry Care in New Zealand

Mar 2016

As the tablet format evolved in laundry care over the review period, manufacturers further developed the concept of portion-controlled liquid gel pods/capsules in 2014-2015, to ensure consumers use the right dosage for liquid detergents. A “green” ...

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Country Report

Laundry Care in the US

Mar 2016

The debate over the safety of liquid tablet detergents in households with small children continued in 2015, frequently gaining attention in the local and national media. In mid-2015, Consumer Reports, a well-respected publication which reviews ...

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Country Report

Laundry Care in Iran

Mar 2016

Laundry detergents remained the most important category in home care in Iran in 2015, accounting for a 60% share of overall value sales. Whilst consumption in small categories such as carpet cleaners and spot and stain removers remained very low, two...

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Country Report

Laundry Care in the United Kingdom

Mar 2016

Laundry care saw the number of promotions dwindle in 2015, although many products were still subject to promotions on a regular basis. Promotions on branded products led to a severe reduction in the price gap between branded products and private ...

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Country Report

Laundry Care in Pakistan

Mar 2016

Current value sales of laundry care grew by 11% in 2015 due to increased volume sales and higher unit price. Increased availability of laundry care in all types of retail channels and awareness campaigns executed by international companies have ...

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