Colombian consumers used less laundry care during the lockdown periods in 2020. Most families were confined to their homes and unable to go out to their workplaces or schools, leading to a lower requirement to launder work and school wear.
However, liquid fabric softeners and fine fabric detergents witnessed increases in consumption during the pandemic due to steep price cuts. Although consumer confidence remained low in 2020 as the disposable incomes of many Colombians plummeted during the obligatory quarantine, promotional activities such as buy-one-get-one-free promotions were therefore implemented throughout the year by modern grocery retailers and this had a negative impact on average retail prices, while many consumers took advantage of these offers to stock up on these products.
The possession rate of washing machines continued to rise during the pandemic as more Columbians sought greater convenience, with many believing that these appliances provide greater levels of cleanliness and hygiene for their clothes, important considerations during the health crisis. Although bar detergents continued to witness low retail volume growth in 2020, there was a clear and consequent trend towards liquid detergents.
Consumption of laundry care is set to return to minor growth as early as 2021, followed by stronger development over the remainder of the review period. Colombians will undoubtedly remain highly rational in their spending in 2021 due to the devastating effects of the pandemic on their household finances, and continue to opt for weekly washes, for example, rather than doing half loads more regularly.
The COVID-19 pandemic did not put a halt to new product development, with many new products launched which focused on new fragrances and segmentation, as well as recognised brands entering new categories. However, these launches had little effect on retail value sales in 2020 as consumers cut back on their usage of laundry care, and when purchasing actively sought promotions and discounts in order to carefully manage their household budgets during the pandemic.
Liquid detergents continued to represent a fairly low percentage of automatic detergents in 2020 despite its strong growth over the review period. These products clearly offer potential for strong growth over the forecast period as the penetration of washing machines continues to increase and manufacturers continue to segment their products, offering specific properties for dark clothes or sports attire, for instance.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Laundry Care research and analysis database.
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