In Ireland, although laundry care recorded high sales growth early in 2020 because of stockpiling, the much higher number of people working from home owing to the lockdown and ongoing social distancing meant that volume sales growth decelerated mildly for the year as a whole. With work and school clothes not being needed to be worn as often there were smaller washing loads in households and in turn the rate of new laundry care purchases slowed down.
The gram per wash ratio is set to continue to decline over the forecast period, as manufacturers are tasked with using fewer chemicals in their products by increasingly environmentally conscious consumers. Households increasingly demand environmentally friendly options across consumer goods, especially in laundry care, where high levels of energy, water and chemicals are used.
Laundry care is dominated by multinationals such as Procter & Gamble and Unilever, but smaller and niche players have begun to make inroads by introducing on-trend products with an environmentally friendly message. Consumers are increasingly demanding products that match their environmental expectations.
Overall, the laundry care market is expected to continue to increase throughout the forecast period at a low but steady rate. However, volume growth is set to be weakest in 2021 due to the stockpiling in 2020, meaning that some households are still well supplied for laundry care products and they still have no need for repurchases.
While Ireland exceeded the EU average in economic growth terms in 2019, performance over the forecast period is likely to match or be slightly under the EU average. Nevertheless, stronger economic activity in Ireland in recent years has been informing changes in social behaviour, leading to retail volume sales declines in certain categories.
Ireland’s perennial problem with water hardness is particularly acute in the major consumer cities such as Dublin and Cork. Therefore, washing machines and dishwashers need to be replaced relatively quickly.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Ireland 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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