Laundry care saw a weaker performance in value terms in 2020 than in the previous year as a result of a slump in the average unit price, with liquid detergents, in particular, seeing a marked decline in unit price during the year. A number of factors contributed to the fall in laundry care unit price.
Laundry sanitiser saw dynamic growth in 2020, displaying a similar growth pattern to that witnessed during the 2002-2004 SARS outbreak as increasing consumer hygiene-consciousness due to COVID-19 drove up demand. Moreover, laundry sanitiser growth was boosted by the large number of players looking to ride the category’s momentum through new product launches, which were rolled out across a variety of store-based channels.
The top two laundry care players, Guangzhou Liby Enterprise Group Co Ltd and Nice Group, both lost share to smaller players offering laundry detergents at lower price tags during 2020. This resulted from the reduced consumer confidence and purchasing power resulting from COVID-19 and the strict measures introduced to limit the spread of the disease, as well as increased access to low-priced brands as a result of their growing presence across a range of store-based retailers.
Laundry care is expected to see the recovery of the average unit price drive value growth over 2020-2025, with improving economic conditions contributing to a growing consumer emphasis on product quality and efficacy. As a result, consumers are expected to increasingly look for value-adding products offering qualities such as anti-bacterial, anti-acarid, anti-static and anti-odour properties, as well as products using natural ingredients.
The potential for demand to move upmarket is not consistent across laundry care categories. This is in part due to the fact that liquid detergents experienced a significantly more marked drop in unit price during the COVID-19 crisis than powder formats.
The laundry sanitiser category has significant potential for further development during the forecast period. The category has the opportunity to build on the considerable increase in product-awareness established during the COVID-19 crisis, supported by rising consumer hygiene-consciousness and manufacturers’ new product development activity.
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This report originates from Passport, our Laundry Care research and analysis database.
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