Laundry care continued to struggle to sustain strong current value growth in 2018. The category was affected by increased discounting activity by brand manufacturers and some retailers.
Growth in laundry care in 2018 continued to primarily be driven by concentrated liquid detergents. Consumers continued to shift to liquid detergents, particularly in concentrated formats.
Sustainable laundry care products was another important trend during 2018. Laundry care saw an uptake in eco-friendly product ranges in supermarkets.
Private label maintained its value sales in laundry care in Australia in 2018. Supermarkets such as Woolworths and Coles and discounters such as Aldi continued to increase the presence of their private label lines.
Unilever Australia, a major player in laundry care, launched a new eco range under its Omo brand. Omo EcoActive contains 70% plant-based cleaning ingredients, and is therefore targeted towards consumers who like to purchase sustainable products or consumers who carefully investigate the ingredients of their laundry care products.
Henkel Australia maintained its leading position in laundry care in value terms in 2018, closely followed by Unilever Australia. The former saw a value share decline in 2018, whilst the latter maintained its value share, meaning that the gap between the two narrowed.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in Australia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Laundry Care industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Laundry Care in Australia market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Home Care market research database.