Laundry Care in Chile

PROSPECTS

Sustainability key in establishing a difference

As in many international markets, sustainability is increasingly important in Chile. The Extended Producer Responsibility Law (REP) is in the process of being introduced, and aims to reduce the creation of waste, promoting reuse and recycling through the responsibility being extended to the producer.

Concentrated formats offer considerable potential but are hindered by consumers’ lack of education

Concentrated formats have a wide presence in laundry care, with modern grocery retailers offering a broad range and making them accessible to a large proportion of the population. Consumers in Chile tend, however, to have larger washing machines in comparison to those in most countries in the region, with most of these appliances having a capacity of over 10kg.

Economy liquid detergents becoming part of consumers’ choices

Traditional grocery retailers remain popular and often offer brands and products that are not found in modern grocery retailers, particularly within liquid detergents. Many consumers are switching to liquid detergents and will often ask their local shopkeeper to recommend the best options.

COMPETITIVE LANDSCAPE

Algramo – the local start-up helping Unilever to disrupt

Unilever is adapting its value offer by working together with local start-up Algramo. This project was initially focused on creating a machine that could sell food products by weight via traditional grocery retailers.

Procter & Gamble seeking to educate consumers about the benefits of concentrated formats

Some companies, such as Procter & Gamble, have invested in communication focused on consumer education, seeking to ensure that consumers understand the added value of concentrated products. Procter & Gamble has promoted the benefits of its concentrated laundry care via digital media, brochures, store campaigns, promotions and clearer labelling information emphasising the correct dosage.

Files are delivered directly into your account within a few minutes of purchase.