Washing habits that developed during the COVID-19 crisis are likely to exert an ongoing influence on consumer behaviours during the forecast period. During the pandemic, the fact that many local consumers were washing their clothes more frequently in an effort to reduce their risk of contracting COVID-19 mitigated the economic shock of the crisis, which led a significant number of them to become more price sensitive.
The deep penetration of washing machines, both semi- and automatic formats, amongst local consumers will support demand for laundry care products in the forecast period. Liquid products, which are convenient and leave no residue, and tablets, which are hassle-free and come with softeners, are likely to prove popular.
E-commerce’s share of laundry care retail value sales doubled in 2020 with the onset of the COVID-19 crisis (albeit from a low base) and continued to grow significantly in both 2021 and 2022. E-commerce will continue to grow in importance throughout the forecast period, as internet use continues to increase and local consumers steadily become more comfortable shopping online.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See All of Our DefinitionsThis report originates from Passport, our Laundry Care research and analysis database.
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