Laundry Care in Chile

PROSPECTS

Alternative detergents gain share

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 loses ground to liquid detergents

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.

Technology is already playing a role in households.

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.

COMPETITIVE LANDSCAPE

Procter & Gamble lowers its presence in powder detergents

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.

Traditional channels increase their presence in liquid detergents.

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 maintains its lead

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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