COVID-19 had a small positive effect on laundry care. While current value was up, volume sales were only slightly up.
Laundry care is led by international players in Portugal, with Unilever leading with a particularly strong share. This is due to the established presence of Skip in laundry detergents, both in powder and liquid formats, as well as its leadership in the fast-growing product area of fabric softeners with Comfort.
Laundry care is a highly competitive product area which sees strong promotional activity. Therefore, private label has struggled to maintain its share, despite continuous investment in product developments to follow those of the top players.
COVID-19 has increased awareness of the importance of high hygiene standards and this will persist over the forecast period. However, with the economy expecting to take several years to recover from the pandemic, consumers will be more price sensitive over the forecast period.
Increasing consumer sophistication is boosting manufacturers’ investment in new product development through line extensions, new brands, and products with additional new functions. With laundry detergents being characterised by strong promotional activity and considerable price pressure, players are searching for additional sources of revenue.
Despite new launches of ecological products in 2020, such as Reckitt Benckiser Botanical Origin in Liquid laundry detergents and liquid softeners, COVID-19 potentially represents a setback for green brands. Though COVID-19 further focused consumers’ attention on the harmful effects of certain home care products on the environment and on health, it is expected that consumers will be increasingly price sensitive over the forecast period.
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This report originates from Passport, our Laundry Care research and analysis database.
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