In 2020, laundry care is set to post a slightly slower but still moderate current retail value growth rate in comparison to 2019. In light of lockdown restrictions, Poles stayed at home more in 2020 and therefore the frequency of laundry increased.
In 2020, liquid tablet detergents grew the fastest in retail volume terms in Poland. The higher frequency of laundry loads contributed to the fast growth, but growth primarily stemmed from the fact that liquid tablet detergents are still perceived as novel by many Poles.
Larger capacity and more energy efficient washing machines increased in popularity in 2020. Poles started washing more during lockdown, including duvets and other large home textiles.
In 2021, current retail value sales of laundry care are set to strengthen. However, from 2022 onwards laundry care will return to slower growth rates throughout the remainder of the forecast period.
More attention is expected to be paid to new product development in the forecast period. Players are expected to especially focus on putting an emphasis on a content for killing bacteria and viruses in laundry detergents.
E-commerce is expected to develop even stronger sales in the forecast period in Poland. More convenient online shopping with delivery options was appreciated by consumers during the lockdown periods in 2020.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Poland 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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