Laundry Care

This briefing explores Procter & Gamble’s performance in the global market for home care, discussing its strategic direction, as well as future growth areas within the categories it operates in. Its business witnessed growth over the review period, ...

The Clorox Company’s strong brand positioning within key categories in home care is a fundamental part of its strategy, especially in North America and Latin America. However, as the industry continues to evolve and mature regarding cleaning habits ...

This company profile discusses the performance of Reckitt Benckiser’s home care division over recent years and defines the key future growth areas of the company’s business. The company is undergoing profound structural changes, creating two ...

Latin America is the fourth largest region globally for sales of laundry care, and is predicted to be the third fastest growing over 2018-2023. Difficult economic conditions in some markets over 2013-2018 restricted growth, but there are many ...

Amway Corp is the leading player within home care direct selling and has a strong presence in Asia Pacific and Eastern Europe. The company plans to intensify its activities in nutrition and wellness and has scaled down its focus and operations in ...

Lion Corp is one of the leading home care producers in Japan. The company focuses on value-added ultra-concentrated laundry, dishwashing and surface care products. This report discusses the latest strategic decisions by Lion, the newest product ...

Kao has faced challenges to replicate its success in its home country of Japan to other markets, while Japan is maturing with less room for growths. This profile analyses the company’s efforts to counter maturity and intensifying competition in key ...

This report discusses the current state of play of Unilever’s home care business on a global level, and gives a performance outlook for the years ahead. As one of the company’s focus areas, it has considerably increased its spending on ...

Asia Pacific is the largest region for laundry care globally but still lags behind significantly in terms of per capita spending. This is due to low disposable income per capita and washing machines penetration rates from the developing countries. ...

Colgate-Palmolive has been a key market player in the home care industry for many years with a strong presence in Latin America. Sluggish sales in its home care categories and rising competition from established players and private labels are some of...

This report examines the laundry care market in Western Europe. Over the review period, laundry care witnessed a slightly negative sales performance, as already high per capita spending and high levels of promotional activity limited growth. However,...

Laundry care in Pakistan is expected to continue expanding at a healthy pace during the forecast period, with overall retail volume and current value growth rates projected to be only slightly slower than those recorded over 2013-2018. Aside from ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...