Laundry Care in Argentina

PROSPECTS

Standard liquid detergents set to make further gains at expense of powder products

Standard liquid detergents have made rapid gains at the expense of standard powder detergents in Argentina in recent years, and this trend looks set to persist over the forecast period. The migration to standard liquid detergents is underpinned by the growing consumer perception that these products offer greater efficacy, efficiency and ease of use.

Consumers show growing interest in products that can extend lifespan of clothes

As competition in laundry detergents intensifies, manufacturers are increasingly promoting their brands as not only being tough on stains, but also as having additional benefits such as the capacity to prevent colours from fading or to protect fabrics from damage caused by repeated washing. Fragrance has also become a more important selling point, with many brands now offering a wide range of scents and formulas that claim to keep clothes smelling fresh for longer.

Laundry care producers move to address environmental concerns

Sustainability concerns are increasingly shaping the home care purchasing decisions of Argentinians. In laundry care, one of the main issues in this regard is water conservation, in terms of both production cycles and product usage.

COMPETITIVE LANDSCAPE

Unilever maintains commanding lead in multinational-dominated field

Multinationals continued to dominate laundry care in Argentina in 2019. Unilever remained the clear leader, followed by Procter & Gamble and Alicorp Argentina SCA.

High inflation and improvements in quality standards boost private label penetration

The overall aggregate value share of private label in laundry care rose in 2019, maintaining the upward trend observed during the review period. Amidst high inflation and growing economic instability, competitive prices remained the primary attraction of private label products for consumers, though the fact that quality standards have improved in recent years also helped to increase their appeal.

Concentrated liquid detergents likely to see new entries and marketing campaigns

Concentrated liquid detergents is expected to be the most dynamic laundry care category in volume growth terms over the forecast period. While this is partly because Argentinians are becoming more concerned about sustainability, demand will be mainly driven by the growing perception that concentrated variants provide greater efficacy as compared to standard products.

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