Laundry detergents saw growth in 2020 following stockpiling in early March as consumers feared supply shortages due to disruption to the supply chain and panic buying, and also looked to reduce the frequency of necessary shopping trips. The period of stockpiling was followed by declining sales and then normalisation.
Liquid detergents performed well in 2020 despite its maturity, and remained a key category in terms of manufacturer investment in new product launches and aggressive promotional activity. Intense pricing competition resulted in a decline in average unit price during the year.
Multinational brands dominated laundry care in 2020, with the majority of these being imported. Procter & Gamble Hellas extended its lead in laundry care in value terms during the year, with its Ariel and Lenor brands.
Laundry care is expected to see value sales decline in 2021 and 2022 as they fall from the peak seen during the COVID-19 pandemic. However, the category is expected to see its performance improve in the latter part of the forecast period, supported by new product developments targeting prominent demand trends.
The expansion of green brands is expected to be a notable feature of the forecast period, beginning in 2021. Growth will be driven by rising consumer environmental-awareness, increased product availability and the diversification of the offer.
The COVID-19 pandemic is expected to have a lasting influence on the development of laundry care during the forecast period. In particular, the rise in hygiene-consciousness resulting from the pandemic is set to continue to shape consumer demand and manufacturers’ strategies, with anti-bacterial and anti-viral properties being a central feature of new product developments and marketing strategies amongst both major and smaller players.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Greece 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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