Laundry Care in Chile

2020 IMPACT

Confinement leads to fewer wash cycles

The government’s response to the COVID-19 pandemic, including the closure of sports venues, schools, offices, bars and restaurants, as well as restrictions on movement, had a direct impact on one of the most important consumption drivers for laundry care, out-of-home occasions, bringing the overall performance down in 2020. Even though staying at home allows consumers to closely review their cleaning needs, the lack of outside occasions led to fewer laundry cycles for the delicate clothes generally used in offices and on special occasions, as well as decreasing the need for washing more ingrained stains such as those on school uniforms.

Migration towards liquid detergents intensifies and brands proliferate.

In addition to the financial impact of the lockdown and restrictions, laundry care has been experiencing an ongoing migration from powder detergents to liquid detergents. This trend is directly impacting the competitive environment, as manufacturing costs for liquid detergent are lower than for powder varieties, as well as being simpler to produce, which is encouraging increasing production.

Challenges ahead for concentrated liquid detergents

Fostered by product launches from Unilever Chile HPC and Procter & Gamble, concentrated liquid detergents have been gaining shelf space in retailers. These products offer value propositions of cost savings and environmental care, as the user dilutes them with water.

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