The COVID-19 pandemic has not had a drastic impact on laundry care in 2020 overall. However, current value sales are expected to slow slightly, most likely due to the financial implications of the pandemic as many consumers have been economising throughout 2020.
In recent years, there has been a continual shift from powder detergents to liquid detergents and 2020 has been no exception, despite the pandemic. Liquid tablets in particular has continued to see current value growth, although at a slower rate.
In 2020, the competitive landscape in terms of pricing has continue to intensify, especially within tablets. Leading brands such as Ariel, Persil and Sano have continued to decrease their prices in a bid to capture consumers interest, especially amidst the pandemic where it has been more difficult as purchasing powers have been declining.
After seeing slowed growth in response to the COVID-19 pandemic, laundry care is expected to recover and see current value growth from as soon as 2021. However, growth rates over the duration of the forecast period are expected to be less than that seen towards the end of the review period.
Over the forecast period, laundry aids are expected to continue growing in popularity in Israel. This will be due to the launch of laundry balls at the end of the review period which are designed to add extra fragrance that stay on the fabrics for longer.
Over the forecast period, fabric softeners will continue to see reduced volume growth for two reasons. Firstly, the continuous long-term shift to concentrate fabrics has led to increased unit prices which will naturally lead to higher current value sales but lower volume sales in the years to come.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Israel 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 report originates from Passport, our Laundry Care research and analysis database.
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