In 2020, laundry care responded well to the COVID-19 pandemic. The main reason for this was due to the greater awareness of hygiene.
In 2021, the state has brought in new regulations to monitor the quality of laundry detergent. According to these new standards, in order to be sold, laundry detergent must have a minimum of 85% washing ability.
Multinational players will retain their leading positions in laundry care, thanks to their wide availability in all retail channels, the large shelve space given to them, and their constant and large number of new product developments. Procter & Gamble is the leading player, offering Tide, Ariel and Mif.
Consumers are expected to be increasingly price sensitive over the forecast period, with further currency devaluation possible, as the unstable political situation feasibly continues to affect the economy. Consumers will weigh up the price, as opposed to quality, and will be on the lookout for price discounts.
Over the forecast period, international players are expected to retain their strong positions. In fact, the share of laundry care products imported from Russia is set to grow.
Eco, bio, non-allergy and 0-phosphate formulas in laundry care are becoming more widely available in Belarus, especially among educated, above-average-income consumers. 0-phosphate and non-allergy laundry care was mainly available in child laundry care, but a growing number of consumers are using them for all of the family.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Belarus 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 is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.See All of Our Definitions
This report originates from Passport, our Laundry Care research and analysis database.
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