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Learn moreFeb 2019
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The growth of laundry care has led to the development of new detergents known as alternative detergents offered by start-ups and local agents. These products have been available for several years, although consumer confidence in them has increased over time.
Standard powder detergents, traditionally the largest category within laundry care, continued its retail value decline in 2018, with the presence of new added-value products with new formulas and ingredients such as liquid detergents offering convenient and attractive alternatives. The liquid format is becoming attractive to Chilean users with a wide variety of products and efficient distribution in traditional channels, which allows consumers to easily switch to liquid formats.
A significant proportion of Chileans have access to an automatic washing machine, moreover, the penetration rate is the highest in the region. Chile is certainly receptive to new technological formats, with the highly competitive environment enabling consumers to choose the most convenient products for their household.
Procter & Gamble lowered its presence in specific categories, such as powder detergents, in 2018 as concentrated liquid detergents have been gaining the attention of companies. They are able to upgrade their offers with more added-value products, improving efficiency and usage with more elaborate formats, which can also enhance the physical presence in retail outlets as part of a more profitable strategy.
The presence of new brands has led to extremely wide choice in laundry care, although many of these new products are only available from traditional channels such as fairs and local businesses, with modern grocery retailers carrying a much more limited range. Consumers are slowly becoming more confident in alternative detergents, and their presence in traditional channels is supporting sales, as these outlets enjoy high footfalls in residential areas.
Unilever Chile HPC maintained its lead in laundry care in 2018. Its strong presence in modern grocery retailers gave the company a wide reach throughout the country.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in Chile with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Laundry Care industry in Chile, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.