Laundry Care

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.
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Country Report

Country Report

Laundry Care in Kenya

Mar 2019

Increased awareness and penetration of products amid the proliferation of modern trade outlets, rising urbanisation and the shift towards modern lifestyle trends as a result of increased disposable incomes are the key factors that are expected to ...

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Laundry Care in Canada

Mar 2019

Demand for laundry detergents is predicted to stagnate over the forecast period, primarily due to saturation. Although players have attempted to drive sales through innovation, consumers have not responded. Laundry detergents was primarily driven by ...

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Laundry Care in Switzerland

Feb 2019

Laundry care is a mature and saturated category in Switzerland. The overall retail volume decreased at a faster pace than value sales, which recorded marginal decline in 2018, due to the continuing shift from standard laundry detergents to ...

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Laundry Care in the United Arab Emirates

Feb 2019

VAT of 5% was introduced in 2018 in the United Arab Emirates, which resulted in consumers opting for more economical brands. Manufacturers quickly responded by offering discounts and promotions, which helped boost both current value and volume sales ...

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Laundry Care in Guatemala

Feb 2019

Laundry care continues to grow in Guatemala, mainly with the expansion of the consumer base towards the lower end of the market. This is being seen with the entrance of new domestic brands with affordable prices, allowing consumers to purchase these ...

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Laundry Care in Georgia

Feb 2019

Traditional grocery retailers, although losing sales share, continue to lead distribution in this area. The majority of laundry care products are sold via traditional grocers. Standard powder detergents remain the most popular format due to their ...

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Laundry Care in Kazakhstan

Feb 2019

Standard powder detergents still holds the largest share in sales amongst laundry care categories due to the broad variety of brands available and consumers’ habit to use such format instead of concentrated powder, liquid detergent or detergent ...

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Laundry Care in Lithuania

Feb 2019

Laundry posted moderate current value growth in 2018, mainly driven by laundry detergents, which dominates overall sales. This can be attributed to the ongoing trend towards personal hygiene and frequent use of products. However, laundry detergents ...

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Laundry Care in Germany

Feb 2019

For many German consumers, maintaining a smart appearance including fresh, cared-for apparel matching their own styles is fairly important. They like to express their personalities through their outfits or simply enjoy clothes that fit, are ...

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Laundry Care in Estonia

Feb 2019

Trends that have been shaping general home care are also influencing laundry care. Therefore, natural laundry care products are rapidly growing in importance. As a result, new players offering natural laundry care have been emerging, such as Sonett, ...

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Laundry Care in Uruguay

Feb 2019

In the review period new product launches boosted value sales of laundry care. However, in 2017 and 2018, there were fewer new launches, with no real innovation. Concentrated products, which have accounted for the fastest growth and are set to ...

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Laundry Care in Macedonia

Feb 2019

The penetration rate of washing machines remained high in Macedonia in 2018. Automatic washing clearly is the prevailing method of laundry care and laundry detergents are the most developed ranges in the category. The latest innovations and ...

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Laundry Care in Bosnia-Herzegovina

Feb 2019

Concentrated formats flooded laundry care in Bosnia-Herzegovina over the review period. This was particularly the case in laundry detergents, where concentrated formats have entirely replaced standard detergents, but also other categories such as ...

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Laundry Care in Taiwan

Feb 2019

Overall retail value in laundry care posted faster growth in 2018, underpinned by concentrated liquid detergents with the highest retail value and second fastest value growth rate, alongside liquid tablet detergents with the fastest retail value ...

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Laundry Care in Uzbekistan

Feb 2019

The population in Uzbekistan is growing significantly every year. This is one of the strongest factors driving sales of laundry care. When young people get married, which usually occurs between the ages of 20-25 in Uzbekistan, their parents usually ...

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Laundry Care in Azerbaijan

Feb 2019

With the resurgence of the national economy after a period of currency devaluation and macroeconomic recession in 2015 and 2016, laundry care posted strong growth both in volume and current value terms in 2018. With higher awareness amongst local ...

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Laundry Care in Latvia

Feb 2019

Laundry care is expected to perform well over the forecast period in terms of value growth although in volume terms most categories will stagnate. Value growth is likely to be driven by the shift towards higher-end products, including eco-friendly ...

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Laundry Care in Croatia

Feb 2019

Laundry care volume sales continued to fall in 2018. The main reason for this is the ongoing switch from standard laundry detergents to concentrated formats, particularly powder and liquid tabs. Even improvements in disposable income and a subsequent...

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Laundry Care in Costa Rica

Feb 2019

As a broader base of local mid-income consumers became interested in more innovative, convenient and specific laundry care such as concentrated liquid detergents, fabric softeners and spot and stain removers, the offer of these types of products ...

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Laundry Care in Cameroon

Feb 2019

Laundry care continued to grow in 2018, with powder and bar detergents driving volume sales. The category benefited from rising levels of urbanisation and an increase in the number of modern retail outlets. An increasing number of households are ...

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