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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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Strategy Briefing

Home Care: Quarterly Statement Q2 2017 - Brazil and Mexico Poles Apart

Jun 2017

For the most part the Q2 2017 update for home care is a story of ‘steady as she goes’, with only a minor downward revision 2016-2021. These downgrades reflecting a combination of likely adverse outcomes associated with the likes of President Trump ...

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Country Report

Laundry Care in Sweden

Jun 2017

Laundry care registered current value growth of 2% in 2016, slightly ahead of the CAGR for 2011-2016 as a whole, as consumers shifted to higher-value formats. Growth was driven by the ongoing emergence of liquid tablet detergents and expansion of ...

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Company Profile

Colgate-Palmolive Co in Home Care

May 2017

While Colgate-Palmolive is the world’s sixth largest player in home care and the global leader in multipurpose cleaners, its brands risk being undermined by their peripheral role in the company’s broader development strategy. This profile analyses ...

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Country Report

Laundry Care in Japan

May 2017

Laundry care in Japan recorded 3% current value growth in 2016 as sales reached JPY496.6 billion, a slower performance than the 4% current value growth registered in the category during 2015. This growth was due to the shift towards value-added ...

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Company Profile

Reckitt Benckiser Group Plc in Home Care

May 2017

The 2017 acquisition of Mead Johnson represents a major step in RB’s efforts to position itself as a consumer health company. This profile analyses the ramifications of the acquisition for the operations of the world’s third largest home care player,...

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Country Report

Laundry Care in Indonesia

May 2017

The acceleration seen in volume growth in laundry care in 2016 can be partially attributed to fragrance-driven innovation in a number of laundry care categories. During 2016, several companies became more active in launching new products and ...

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Company Profile

Henkel AG & Co KGaA in Home Care

May 2017

Henkel is the fourth largest home care manufacturer in the world, and the second largest in Western Europe. This profile analyses Henkel’s strategic efforts to strengthen its key category positions in developed markets (with a specific review of the ...

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Country Report

Laundry Care in Kenya

Apr 2017

Thanks to ongoing price sensitivity in this category, there is growing demand for affordable and versatile cleaning agents as consumers try to save money, with this trend particularly benefiting hand wash detergents, standard powder detergents and ...

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Company Profile

Church & Dwight Co Inc in Home Care

Apr 2017

Recent changes in US laundry care have significantly increased the competitive pressure on Church & Dwight. This profile examines how the company’s core value-orientated positioning is being squeezed by factors such as Procter & Gamble’s ongoing ...

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Country Report

Laundry Care in Italy

Apr 2017

Laundry care remained the largest category in home care in 2016. Although there was a strong trend towards concentration in both liquid and powder detergents, liquids performed better to the detriment of powders. Tablets performed well: In a very ...

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Country Report

Laundry Care in Cameroon

Apr 2017

Despite a stronger economy and growing disposable incomes, consumers continued to be price sensitive when purchasing home care towards the end of the review period. This explained the growth in volume terms but a slight decrease in current value ...

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Country Report

Laundry Care in New Zealand

Apr 2017

The development of portion-controlled liquid pods/capsules continued to characterise laundry care in 2016. During the review period, the development and uptake of tablet formats was fairly slow, although inability among consumers to use the correct ...

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Country Report

Laundry Care in Taiwan

Mar 2017

2016 saw Taiwanese consumers continuing to switch from powder detergents to liquid detergents and this was mainly because the majority of consumers in the country use cold water to do their laundry and many powder detergents do not dissolve properly ...

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Country Report

Laundry Care in Hong Kong, China

Mar 2017

Laundry care increased by 2% in current value terms in 2016. The value growth in 2016 was slower than the review period CAGR, reflecting a combination of consumers’ increasing consciousness of value-added products and high penetration of the ...

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Country Report

Laundry Care in Malaysia

Mar 2017

2016 saw Malaysia’s leading laundry care manufacturers launch automatic laundry detergents infused with scented fabric softeners in a bid to boost sales as scent tends to matter to Malaysian consumers. Manufacturers are introducing new scents as a ...

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Country Report

Laundry Care in the Philippines

Mar 2017

In the Philippines, sales of laundry care products generally depend on population growth, laundry habits and lifestyle trends. The Philippine Statistics Authority put the country’s average annual population growth rate from 2010 to 2015 at 2%, ...

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Country Report

Laundry Care in Australia

Mar 2017

Liquid tablet detergents continued to play an insignificant role in laundry care in Australia over the review period. Australians have relatively high average disposable incomes, there is a high washing machine possession rate and a high female ...

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Company Profile

Kao Corp in Home Care

Mar 2017

Japan’s leading home care player, Kao, faces significant challenges in its domestic market. This profile analyses the company’s efforts to counter maturity and intensifying competition in key categories through innovation and marketing targeting ...

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Country Report

Laundry Care in the United Arab Emirates

Mar 2017

Leading brands have continued their strong promotion drive in the market. This drive was encouraged further by a significant drop in consumer confidence over 2016, caused by the economic difficulties the region was going through. Consumers are ...

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Country Report

Laundry Care in India

Mar 2017

With increasing penetration of washing machines coupled with decreasing unit prices, laundry care consumers are shifting from bar detergents to powder detergents, a factor that is triggering growth of the category....

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