Despite laundry care being perceived as a maturing category in home care, there are still ongoing innovations, product developments, and premiumisation angles which are expected to keep value sales growing over the next five years – in the context of a deflationary market which has been struggling to maintain value sales growth. It is expected that, generally, consumers will spend more time at home than seen in pre-pandemic years, due to the ongoing hybrid working model and updated at-home entertainment trends which have continued since the lockdowns, which is likely to dampen overall volume sales to a degree.
Innovation is widespread in laundry care, due to the oversaturation of the category which requires companies to distinguish themselves from their competitors in order to gain the trust and loyalty of consumers. As French consumers have become more concerned about the environment, as confirmed by Euromonitor International’s Lifestyle survey, fielded in 2022, the drive towards sustainable standards in laundry care has already pushed brands to update their packaging to recycled/recyclable materials, reformulate their products to become more concentrated, and incorporate organic or plant-based ingredients.
The liquid tablet detergent format is expected to maintain robust growth over the forecast period, thanks to ongoing innovations to attract consumers and the fact that such products offer ease and convenience. Although concentrated liquid detergents have seen a strong growth in France, an increasing number of consumers are turning to liquid tablet detergents due to an increase in the offering alongside strong marketing and promotions, as well as improvements in the efficiency of these products.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in France 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.
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This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.See All of Our Definitions
This report originates from Passport, our Laundry Care research and analysis database.
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