Laundry care is a mature category in Finland, and over the review period marginal declines or marginal increases were seen each year, with very slow growth seen in 2020. The impact of COVID-19 on sales of laundry care products was limited, as although Finns stayed at home more to avoid contracting the virus, the amount of laundry remained relatively stable.
Due to consumers’ demand for efficiency, new products have brought innovation and set new standards. For instance, Lumme Tahranpoistajan PowerLiftSystem is a new stain remover which is efficient even at 30° and does not harm fabrics.
Consumers are increasingly looking for natural and plant-based ingredients in their laundry care products. One example is the launch of new Lumme plant-based fabric softeners, which claim to protect the fibres in clothing and extend the life of garments.
Despite maturity, in 2021 and throughout the forecast period laundry care is expected to continue to see slow but steady retail volume and current value growth. In fact, it is set to see the best performance within laundry care.
It has been estimated that a third of Finns do not measure the dosage of laundry care products correctly. Some use too much by accident when pouring, but some use more on purpose as they seem to think the laundry does not get clean otherwise.
Moving forward, players are likely to continue to develop more concentrated formulae and develop more ecologically-friendly solutions. The domestic Serto brand, for example, has revamped its concentrated liquid laundry detergent to be even more concentrated.
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This report originates from Passport, our Laundry Care research and analysis database.
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