Despite still experiencing intermittent lockdowns throughout 2021, which continued to limit consumers’ outdoor activities, which are an important driver of the consumption of home care products, laundry care in Chile was able to return to a positive growth track and recover its value sales. The staggered increase in mobility, with the reopening of sports venues, return of events, nightclubs, classes and office work in a hybrid model, meant that the number of laundry cycles increased as well, dragging up not only sales of laundry detergents, but also complementary products, including fabric softeners and laundry aids, such as spot and stain removers.
The dire financial situation and increasing unemployment rate caused by the pandemic affected consumers and decelerated the upwards socioeconomic migration trend that was being experienced over the last few years, which made the local government act. As the Latin American government that handed out the highest per capita financial help in the form of direct injections of money, it ended up fostering the consumption of premium or higher-end products, making the performance of private label and other smaller liquid detergent brands nearly flat in 2021.
The migration from powder to liquid detergents continues full steam ahead in the Chilean market. As the disruption to international supply chains affected mainly brands and categories that have their production abroad, powder detergents, which are largely imported, were also impacted, especially in volume terms, despite a very small recovery in current value terms during 2021, given the reopening of the country and the comparatively lower base.
After a period of adaptation, when many habits changes and activities had to turn to the home to cope with the social distancing rules, consumers became used to fewer social activities or less need to go out, therefore doing less laundry cycles and cleaning fewer types of different clothing. This new way of living will continue to impact laundry care in the forecast period, leading to only slow growth during the next five years in current value terms, and minimal growth in volume terms.
After seeing a strong performance in 2021, liquid tablet detergents is set to see a notable deceleration in its growth rate over the forecast period. As the financial crisis hits consumers, they will turn to cheaper product categories.
One of the main challenges that producers will face in the Chilean market in the forecast period is related to rising consumer awareness of the environment. While price was an important growth driver during the pandemic, environmentally-friendly products are set to increase in importance in consumers’ baskets.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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