Executive Summary

Feb 2019
PROSPECTS
Strong price discounting shapes the value prospects in laundry care

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.

Concentrated liquid detergents continues to be a strong driver of growth

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.

The rising presence of sustainable laundry care products with natural components

Sustainable laundry care products was another important trend during 2018. Laundry care saw an uptake in eco-friendly product ranges in supermarkets.

COMPETITIVE LANDSCAPE
Retailers improve their private label product ranges

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 launches Omo EcoActive

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.

The top two players in laundry care

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.

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Laundry Care in Australia

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Overview

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:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Laundry Care in Australia?
  • What are the major brands in Australia?
  • What is the performance of concentrated liquid detergents?
  • What are the main new products developments in the laundry aids area?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Laundry Care in Australia - Category analysis

HEADLINES

PROSPECTS

Strong price discounting shapes the value prospects in laundry care
Concentrated liquid detergents continues to be a strong driver of growth
The rising presence of sustainable laundry care products with natural components

COMPETITIVE LANDSCAPE

Retailers improve their private label product ranges
Unilever Australia launches Omo EcoActive
The top two players in laundry care

CATEGORY INDICATORS

Table 1 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 2 Sales of Laundry Care by Category: Value 2013-2018
Table 3 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 4 Sales of Laundry Aids by Category: Value 2013-2018
Table 5 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 6 Sales of Laundry Detergents by Category: Value 2013-2018
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 8 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 9 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 10 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 11 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 12 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 14 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Home Care in Australia - Industry Overview

EXECUTIVE SUMMARY

Home care registers another year of value growth
Consumer demand for sustainable home care products continues to grow
Price discounting hinders value growth in home care
Product efficacy remains a key factor in consumers’ decisions
Home care is set to experience a marginal constant value decline

MARKET INDICATORS

Table 16 Households 2013-2018

MARKET DATA

Table 17 Sales of Home Care by Category: Value 2013-2018
Table 18 Sales of Home Care by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Care: % Value 2014-2018
Table 20 LBN Brand Shares of Home Care: % Value 2015-2018
Table 21 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 22 Distribution of Home Care by Format: % Value 2013-2018
Table 23 Distribution of Home Care by Format and Category: % Value 2018
Table 24 Forecast Sales of Home Care by Category: Value 2018-2023
Table 25 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources