Trends in laundry care favour shorter washing cycles and lower temperatures. These shorter cycles are being promoted as a more environmentally friendly alternative to standard washes for refreshing clothes or for smaller wash loads.
The COVID-19 pandemic has inspired new launches in laundry care, including a trend towards products with disinfectant and antibacterial claims. A new product category that emerged over 2020/2021 was that of laundry sanitisers.
Liquid detergents remains the preferred option when it comes to laundry detergents in Greece. Although capsules are performing well their penetration remains well below the Western European average with consumers clearly showing a preference to liquids, which are more affordable.
Laundry care remains subject to aggressive promotions, with consumer demand being heavily driven by these promotions, with this limiting opportunities for value growth. As such, manufacturers are set to invest in new and emerging categories of laundry care and will not solely rely on sales of laundry detergents.
The green trend is emerging in laundry care in Greece. Millennials and generation Z are seen to be more concerned about the environment than previous generation and are thus likely to be more demanding.
Competition in fabric softeners is gradually shifting away from formulas and is increasingly focusing on fragrances. Cajoline and Soupline are investing in the premiumisation of their products and this is likely to put further pressure upon Lenor which up till recently had the quality of its fragrances as its key selling point.
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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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