During the COVID-19 pandemic, hygiene became a priority for consumers in Australia. This meant that demand for hygiene-related products increased in 2020, including products in laundry care.
Consumers continued to demand convenience in laundry care in 2020. Many Australian consumers are willing to pay premium prices in order to purchase more convenient products.
Efficacy remained the number one priority for consumers in Australia in 2020, followed closely by price. These priorities were intensified by the COVID-19 pandemic as hygiene became an important priority for consumers and consumers also became slightly more price sensitive as a result of the economic upheaval caused by the COVID-19 crisis.
In the forecast period, as the effects of COVID-19 subside, the sustainability trend is expected to resume as more consumers in Australia become aware of the environmental impact of their consumption. Over the forecast period demand for eco-friendly will spike as consumers are looking to minimise their exposure to harmful ingredients, which is an effect that has been intensified by the greater focus on health and wellness during the COVID-19 pandemic.
Liquid detergents are expected to continue to gain share from powder detergents over the course of the forecast period. Liquid detergents are gaining in popularity as they are considered to be more effective by consumers in Australia.
Marketing and efficacy with be key factors for brands seeking to differentiate themselves from other brands in laundry care over the course of the forecast period. Marketing and efficacy will be the primary factors in consumer decision making in coming years and will help brands to increase consumer loyalty and develop positive images, especially in the aftermath of COVID-19 and the lasting hygiene concerns in Australia.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Australia 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 report originates from Passport, our Laundry Care research and analysis database.
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