In 2019, laundry care was considered to be a stable and largely mature product category with value sales growth mainly being driven by inflation and innovation. Rising disposable incomes were enabling consumers to trade up to more sophisticated and expensive products, particularly those living in urban areas.
In line with predictions for 2019, concentrated products continued to gain ground in 2020. Liquid detergents and liquid tablet detergents continued to be favoured as consumers switched from powders to these formats.
Large multinational corporations Procter & Gamble Co and Henkel continue to lead laundry care in 2020. Not only do they invest heavily in marketing their products, especially on television, but they are also in the best position to exploit economies of scale and are therefore able to offer more competitive prices.
Some new habits developed during the pandemic are set remain in place, at least during 2021. Much of this will stem from ongoing concerns over the health and wellbeing of families since this unprecedented health crisis, which will stimulate ongoing desire to purchase laundry care in a bid to maintain high hygiene and cleanliness standards.
As the pandemic eases around the globe and life slowly begins to return to normal, lifestyles are likely to become increasingly hectic again. As the situation clears it will eventually become safer to spend more time outside the home, leading to more shopping in bricks and mortar outlets, commuting to work and meeting up with friends and family.
In order to meet consumer demand, more new products emphasising the disinfecting properties and agents in products are likely to be launched over the forecast period. This would suggest that the growing consciousness of the environmental impact of products seen over much of the review period is likely to become less of a priority.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Laundry Care industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Laundry Care research and analysis database.
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