COVID-19 resulted in new launches in laundry care. The appeal of disinfectants and antibacterial products, which drove developments in surface care, also affected laundry care, creating room for laundry sanitisers to emerge.
While the penetration of laundry liquids is already high in Greece, migration away from powders is expected to accelerate over the forecast period. Capsules are also expected to gain share, since this category remains relatively immature, with much lower penetration compared to other detergent formats.
The sustainability trend, already visible in Greece within laundry care, is expected to gather pace in the coming years, with more companies incorporating sustainability and eco-claims into new products and seeking to communicate this through marketing activities in an attempt to drive current value sales. Millennials and generation Z will drive growth in this respect as these demographics tend to be much more environmentally conscious.
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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.
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 Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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