Consumers’ increased consciousness of hygiene as a result of the pandemic contributed to retail value sales growth of laundry care in 2021, thanks to many consumers having the need to minimise exposure to the COVID-19 virus outside the home. While overall sales growth rates in volume terms decelerated in 2021, the overall size of laundry care in value terms continued to rise thanks to the growing population that is thereby increasing the consumer base as well as many consumers shift from unbranded to branded products.
Unilever Pakistan Ltd’s brand Surf Excel remained the leading brand in laundry care and increased its value share in 2021. The brand remained unbeatable due to its marketing efforts, consistency in quality and wide distribution network.
Colgate-Palmolive (Pakistan) Ltd continued to increase its retail value sales in all laundry care categories in Pakistan during 2021. The player’s biggest brand Bonus and its second largest brand Brite also contributed to its success and standing as second ranked laundry care manufacturer.
Standard power detergents and fabric softeners are expected to record steep retail value sales growth (at constant 2021 prices) over the forecast period, the most dynamic sales value growth rates of all laundry care categories. One of the reasons is that fabric softeners is a relatively new category with low retail value sales, thus it is growing from a low base.
Bar detergents are widely used by the price-sensitive, lower income, rural and urban households in Pakistan. However, laundry care manufacturers such as Colgate-Palmolive and Unilever are investing heavily in communication to promote their hand wash and standard powder detergent brands to convince consumers to shift from bar detergents to hand wash or standard powder detergent brands.
Laundry care is anticipated to register healthy constant retail value sales over the forecast period, albeit at a decelerating rate. This sales growth is likely to be driven by the country’s increasing population and rising usage of washing machines.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Pakistan 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 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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