Laundry Care in Argentina

PROSPECTS

Consumers, brands and washing machine manufacturers go liquid

Due to the feeble economic activity, most of laundry care declined in retail volume terms in 2018, with the exception of bar detergents and standard liquid detergents.

Tariffs up, number of wash loads down

To reduce its fiscal deficit, the government partially eliminated subsidies granted to public service companies. As a result, the tariffs of water and electricity distribution rocketed in the last year of the review period.

Research and development focus on lifestyle changes

Brands and washing machine manufacturers will develop new products based on consumers’ changing requirements. Argentinians now own more clothes and want to preserve them for as long as possible.

COMPETITIVE LANDSCAPE

Limited space for local brands

Multinationals Unilever and Procter & Gamble are the clear leaders of laundry care. However, the category presents a high level of competition across some of the most important areas.

Influencers in concentrated detergents and spot and stain removers

Concentrated liquid detergents is predicted to be the strongest performer in retail volume terms over the forecast period. Procter & Gamble launched its concentrated detergents for brands Ace and Ariel, which stand as serious contenders to Skip (Unilever).

Consumers face inflation

Private label and local brands tend to be more affordable than multinational labels. However, although private label is growing in laundry care, it only holds a considerable presence in fabric softeners.

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