In 2021, the number of opportunities to participate in outdoor activities, including returning to work, school, sports, outings, and shopping, was much higher when compared with 2020, when home seclusion policies and circulation restrictions as a result of the pandemic in Argentina were imposed for most of the year. As a result, there has been a greater chance for local consumers to wear a wider range of clothing for different activities that needs to be cleaned more regularly.
Although initially launched by Unilever in August 2020 through its leading brands Skip and Ala, these concentrated laundry detergents in small-sized packaging that can be diluted with water by consumers at home continued to make gains in 2021, in what was their first full year of sales. These detergents, which are locally produced in Argentina, claim that the concentrated format can save consumers up to 20% in monetary terms compared with standard versions.
Unilever is the undisputed leader of laundry care in Argentina. Standard powder and standard liquid detergents account for the bulk of the entire category, in which Unilever’s brands including Ala, Granby, Drive and Skip account for significant value share.
In 2020, both liquid and powder detergents witnessed a considerable decline in volume sales terms, with the latter presenting a much higher drop. In 2021, both areas of the category witnessed an upturn in demand due to the return of regular out-of-home opportunities, but the liquid format was the stronger performer in comparison.
The main laundry aids in Argentina consist of in-wash and pre-wash spot and stain removers and starch/ironing aids. Over the forecast period, in-wash spot and stain removers presents the most optimistic scenario.
On the one hand, the increasing sophistication noted within laundry care is stemming from the desire of local consumers to maintain the quality of fabric for as long as possible. July 2020 saw Unilever’s premium-positioned brand Skip launch a new version of its standard liquid detergent with an improved formula.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.See All of Our Definitions
This report originates from Passport, our Laundry Care research and analysis database.
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