Whereas laundry care continues to profit from rising demand for convenience and freshness, large brands are highlighting the fact that price per wash has been falling for several years due to the broad availability of private label ranges and frequent promotions of laundry care products. As a result, consumers have developed the habit of purchasing reduced price laundry care products and searching for good deals at major health and beauty grocery retailers.
Focus on innovation will continue to strengthen within laundry care over the forecast period, largely supported by major brands like Henkel and Procter & Gamble. Henkel is investing in innovation with its laundry shampoo line Lovables.
The trend towards lasting fragrances for clothing after laundry continued to develop during 2018. While still a niche area, there is further potential for scent boosters to penetrate more households in Austria over the coming years.
Laundry care in Austria continues to be dominated by major brands. Henkel remains the leading player in the area, followed by Procter & Gamble, Reckitt Benckiser and Unilever.
Eco-friendly brands are also developing positively, with Ecover Deutschland steadily increasing its sales share across laundry care. Erdal also continues to emphasise products with eco-friendly labels.
Private label ranges remain strongly positioned within laundry care, accounting for a strong share of overall sales. In addition to affordability, private label ranges are also popular due to their focus on environmentally friendly products and new product development.
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This industry report originates from Passport, our Home Care market research database.