During the first months of the pandemic, people undressed as soon as they arrived home and put their clothes into the washing machines, with the goal of preventing the virus from reaching home surfaces. Brands expected a big jump in sales of laundry detergents as people were doing more wash loads.
In 2020 standard liquid detergents were able to remain stronger than powder detergents. This difference is in line with the dynamics of this market in recent years.
Brands are very interested in the development of concentrated versions of liquid detergents. The production of concentrated detergents requires less water and plastic.
Among consumers of laundry care products, apart from performance, environmental issues and price – which is prioritised over environmental care – are key attributes for consumers. However, consumers only are willing to choose eco-friendly products if they do not have to pay more for them than for standard products.
Although people claimed to have washed their clothes more during the pandemic, 2020 saw brands with sales below the volumes achieved in 2019. While the average number of wash loads increased, growth was limited to people going outside the home.
There are two growing trends that are expected to strengthen over the next couple of years. On one side is the sophistication of laundry detergents, stemming from consumers’ desire to keep their fabrics in good condition for as long as possible.
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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.
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This report originates from Passport, our Laundry Care research and analysis database.
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