Laundry care in Austria recorded positive value growth in 2020 for a second consecutive year with the category seeing fewer price promotions during the pandemic. Laundry care benefited from people spending more time at home during lockdown and home seclusion, which meant they had more time to do household chores, such as cleaning carpets and tackling specific issues such as removing stains.
Innovation and the creation of new categories and products to add to standard laundry detergents or fabric softeners continued to contribute to growth in 2020 in what was otherwise a relatively saturated environment. Products that can save energy and money as well as time drove demand, such as laundry boosters, pods (especially multi-functional ones like the new Persil Discs), cold wash detergents and fabric fresheners.
Products that promise particularly strong results in cleansing and disinfecting clothes such as laundry sanitisers and high efficiency detergents recorded dynamic developments in 2020. This helped to counterbalance the negative effects of reduced demand for hand washing detergents (usually used for travel), some spot and stain removers or other speciality products used for more delicate clothing as well as a generally reduced necessity to do laundry due to long periods spent at home during home seclusion.
As lives slowly return to normal, with consumers spending more time outside of their homes, going out to work and to shop, for instance, cleaning habits are likely to revert to less frequent and excessive cleaning. Lives will become more hectic again leading to greater time constraints, which should stimulate lower growth rates for laundry care over the forecast period.
Nevertheless, ongoing concerns about health risks will sustain the drive to maintain good hygiene and contribute to the further growth of high efficiency and powerful multi-purpose products. This will include all-in-one liquid tablets, laundry sanitisers and highly concentrated liquid detergents effective at lower temperatures.
Although product credentials such as sustainability and environmental-friendliness became less of a priority during the height of COVID-19, green products and packaging solutions are expected to experience a stronger growth momentum once again. New green product launches and ongoing improvements to packaging and sustainability of production and usage will continue to represent important drivers in boosting awareness, create product differentiators for players and create more potential for growth.
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This report originates from Passport, our Laundry Care research and analysis database.
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